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Optimatic Media's Cara-Gianine Sullivan gives a programmatic punch to looking a little deeper into content, stories and what agencies expect

By Laurie Fullerton | Freelance Writer

November 3, 2016 | 2 min read

Optimatic Media's strategic demand manager Cara-Gianine Sullivan would give a Programmatic Punch to agencies that assume TV ads can work the same as online video.

Speaking to The Drum ahead of her involvement in The Drum's Programmatic Punch content stream at Ad Tech New York, Sullivan was asked for her pet piece in the digital tech sector.

"My big challenge is the phenomenon in video where its ok to recycle a 30-second ad spot that was built for TV and demanding performance that is unrealistic," she explained. "Publishers are punished with lower CPMs, or pulled buys when how users behave don’t conform to the behavior they want. If a user abandons the page, why is it the fault of the publisher? Why aren’t we attributing poor completion rates or low viewability to ad spots that are not compelling to the audience? We hear a lot about story boarding and putting the right ad in front of the right user at the right time, but is that really being done?"

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Of her views around the programmatic sector in general, she added her take on it from a video perspective. "With our lens of programmatic video you can see the market is maturing rapidly. Mobile is one of the catalysts for that maturation – and as far as Optimatic is concerned it’s a top priority. Buyers have a need to find their audience, regardless of where– we want to monetize every single impression for our publishers at the highest possible eCPM, no matter which screen that consumption is on."

Cara Gianine Sullivan was commenting as part of The Drum’s Programmatic Punch event series. Click here for further insight from the event's proceedings

Yesterday, Grapeshot's vice president Kevin McElroy revealed that he would give a Programmatic Punch to companies that use buzzwords and jargon.


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