By Michael Bürgi – January 6, 2025 –
This Media Buying Briefing covers the current in firm news and media purchasing for Digiday+ members and is dispersed over e-mail every Monday at 10 a.m. ET. More from the series →
Both a benefit of chance however likewise the bane of the majority of media folk that need to right away snap out of vacation mode and head to Las Vegas, CES is once again upon us. With each passing year, CES ends up being a more vital staging location for firms and ad-tech companies to not just discover what's simply around the corner however likewise to display what they've put together.
Tech, in its different guises, is quickly ending up being a differentiator amongst both holding business and independent media companies alike. And tech is what's assisted power French firm holding business Publicis to the leading edge of its holdco brethren– a minimum of by the gauge of monetary outcomes and stock efficiency.
Much of that tech lives or resolves Publicis Media Exchange, the media-side financial investment arm of Publicis. Which group is led in North America by Joel Lunenfeld, a boomerang of sorts at the holdco– he worked for Moxie Interactive for a years till 2011, when he relocated to Twitter as its long time vp of worldwide brand name technique. Lunenfeld went back to Publicis as CEO of PMX last March, and will have boots on the ground at CES this year.
Digiday asked Lunenfeld his ideas on CES, the programmatic world and how the acquisition of influencer company Influential and Mars United Commerce in 2015, expands the financial investment chances for Publicis' customers.
The following interview has actually been modified for area and clearness.
What are you wishing to leave this year's CES?
I've been going to CES for the last 20 years and I constantly eagerly anticipate seeing the instant future of customer innovation and how it will affect connection and engagement for brand names. Heading into 2025, it's amazing how AI has actually now affected every classification at the program, from linked gadgets, to cars, to wearables, screens, and material delivery/creation. Beyond the increase of IOT, there's never ever been one throughline for every single technological improvement. I'm likewise personally thrilled to see the AI/robot innovation this year and how humanoid robotics will quickly be incorporated into our daily lives.
Influencers and developers have actually muscled their method to severe factor to consider in media preparation. How does access to Influential company, which Publicis purchased in 2015, assist you to incorporate that world into your offering? Just how much are customers trying to find that?
Influencer marketing is now a tactical channel vs. a standalone strategy to drive engagement on social. Our customers are looking for scalable 360 [degree] activation throughout all channels that drive back to quantifiable organization results. By integrating Influential's first-rate group and abilities with Epsilon's distinct information and identity properties, and the scale of Publicis Media, we are improving our capability to comprehend customers.
