How Mediaocean's TV iQ Helps Brands Find Audiences In A Converged Media Landscape

In this latest video from our Thought Leaders Circle, Chief Development Officer Ramsey McGrory and Chief Transformation Officer Drew Kane from Mediaocean unpack TV iQ, a suite of applications designed to help advertisers find the audiences they are looking for across today's converged media landscape.

RAMSEY MCGRORY: TV iQ is a set of applications that allow us to address key imperatives in the industry. And those key imperatives are:

Audience First. The world regardless of where advertisers are advertising are thinking about audiences and then where to find those audiences.

Convergence, which means that the audiences are all over whether we're talking about in video, writ large you have linear, you have CTV, you have online video, social video. When the advertisers or the agencies come to this they're thinking about how do I engage with consumers. So convergence is really a process of understanding all the different ways you are reaching consumers and how to do it.

And the last is is Automation. Historically, linear and digital and even within digital there have been a lot of different ways that you activate, that you plan, activate, measure and pay. And it's very manual or disjointed. And so a lot of our efforts are around how do we automate these fragmented processes across all the different media types, across planning, activation and measurement, to make it easy for those advertisers and agencies to spend the billions of dollars that they do, and be able to do it with visibility, with transparency, with efficiency

DREW KANE: When you start to talk about a shift towards convergence and where folks are leaning, I used to be a local or national linear TV buyer to now I work a national video activation. It's exactly what Ramsey said, which is you've shifted both in how an agency and/or buyer and seller are looking to work, and those have-- that's business impact and organizational impact, and then you have the technology that supports it.

So we very often are serving as a bridge to both. And the conversations we're having is you know we're trying to look out as to what will this look like five years from now, 10 years from now, and knowing that everyone's going to be on their journey in a different pace and there's going to be a different point solution that's a great solution.

Then we have to be able to integrate that into the model both as from a business and technology perspective So we have some incredible opportunities now to be doing it and then you'd also don't want to get bogged down in the--- call it the entirety of the industry holding you back.

You need to take folks that are ready to move forward and move forward with them. And that's been a huge piece of what we do as well, and where we see the bridging