Programmatic ‘bridging planning and buying’, says Amnet’s Hobbs

Programmatic advertising is “bridging planning and buying” in a way that has never been possible before, according to the Amnet managing director, Steve Hobbs, speaking at Advertising Week Europe.

Hobbs was one of a panel of experts taking part at a session on programmatic buying, which was described by the Advertising Week Europe executive director, Matt Scheckner, as “the pretty girl at the dance by a pretty wide margin”.

The former Carat deputy managing director, who now runs the Dentsu Aegis Network’s trading desk as managing director, told a packed audience of executives from across the agency and technology industries that the technology was enabling planners and clients to genuinely reach their intended audience.

Hobbs said: “For years and years, planners and clients have been able to create custom audiences via segmentation devices that have been really interesting, really rich, and very exciting.

“Then they pass that audience to the TV buyer who says ‘they look like ABC1 adults to me so I’ll plan that schedule just like all the other ABC1 adult schedules I’ve planned for clients that have got completely different segmentations’ so the schedule come backs and looks exactly the same.

Read the full story on

  • Rob Mortimer

    If work is rubbish it is everyone’s responsibility, so why shouldn’t creating it be everyone’s responsibility?

  • Chris Wilson

    I don’t there should be any such thing as ‘account handling’.

    There should be project managers, who, well, manage the projects. And account managers – and that is where the issue is as you rightly say Steve. They should be so close to the client and their business that they act very much like a planner. In my first agency we didn’t even have planners – we just had really good account people who did both ‘jobs’. They were brilliant marketers and also highly commercially aware. Every day they were the ones being completely indispensible to the client. 

    As always this comes back to the way we charge. If we continue to charge by the hour then we’re lost. If we charge based on value then that’s what clients want, and that’s what’ll be better for the entire industry in the long-term – your point about agency/client trust Steve.

    Clients come to an agency for the creative. They leave when account management becomes account handling…

  • Kevin Gordon

    Very interesting story.
    It’s like baking a cake.
    You can have all the right ingredients, 
    but if it doesn’t rise it’s a flop.
    It’s a question of balance:

    How many client-facing business people V How many creative & production staff.

  • Adam Kennedy

    What a very out-dated discussion. Ho hum.

  • Really outdated discussion, I thought these trivialities were already surpassed in most agencies. Multitasking people is now the best asset, I started my career as copywriter, Creative Director… then jumped to client side and now I’m back in agency world as Account Director.

    It’s all about how you combine your skills to develop a unique creative AND commercial profile, contributing holistically to the project success.

  • Andrew Smith

    Labels. Get over it.
    Good Account Directors are good Account Directors regardless of what you want to call them, or hide them. 
    Ever wondered what you’re not being told? Maybe because creatives are too precious to hear what the client actually thinks, and the Account Director applies logical to their irrational complaints.

  • hameac2034

    We just lately previewed the Jeremy Scott x adidas Intuition Hi ” Black/Yellow, and nowadays we see much more photographs of the shoe, as well as a white edition.No issue any sort you decide on, you will in no way at any time be dissatisfied.Make’m like you.Western Union and moneygram do not verify anything on the form the sender fills out, not the name, not the street address, not the country, not even the gender of the receiver, it all means absolutely nothing.The bridge coat typically comes in the traditional navy blue wool, but in lieu of the anchor-inscribed buttons, it features gold naval insignia buttons.Treasury debt in June for the first time in more than two years.It can also be noted that the devoted fashion fanatic should use internet which is the greatest tool of technology that has made available for humanity.

    Jeff Saturday, Indianapolisif any );Even fan sites have weighed in on this article including arguments on Human Growth Hormone and steriods and athlete.The federal government has the potential to know even more about people because it controls the world’s biggest data bank, said David Vladeck, a Georgetown University law professor who recently stepped down as the Federal Trade Commission’s consumer protection director.Much more effective than just plain snooping and since all you need is the internet and a computer to get the information, you can essentially get it from anywhere without her ever catching you.Repeat after me Hey, brah no take my rubbah slippahs!’ ” “What this means is that you can still have a heading at the top of the fields, but there must be a blank row between the heading and the fields as well as along the last column as well.

    What are you recording?The object we were pursuing is now framed, and accessible only via established rules and rituals.Make sure that the sign up page is neat, free of ads, and has a promise that the information collected will not be shared with anyone not associated with the web site.Let it grow!There are so many other Web sites that you can check out; it would largely depend on what brand you prefer and which type of clothing you are interested in purchasing.For w .From the massage therapy office to the traditional medical facility, clients and patients alike are appearing in increasing numbers with a variety of unexplained symptoms.And for the avid tennis player, buying a pair of shoes is no laughing matter.

    Tired of mining?One of the largest and most costly forms of human risk is external theft resulting from shoplifting and robberies.Look at the ‘B’ outputs from the counter.If yes, then the article is for you.As for why Kim’s formula works (other than the universal desire to watch rich people debase themselves on film), Lloyd says, ” [The Kardashians] are doing clever moves.We can find that this kind of excellent sports obtain fashion styles, dazzling colorway, excellent best quality.If your blender has kevin durant shoes for sale a pulsing function (most do) use it.How to Improve Reaction SpeedBuying research chemicals online as easy as secure but only if you choose dependable chemical supplier.While checking out some of the webstores I found out some high-end Ed Hardy tights and Louis Vuitton Purse.

    Apr 7, Apr 9, May 9 and Jun 9 calls are also among the most actives in SD and levels of implied volatility moved up 10 percent to 47.It can also be produced by dissolving gold (III) chloride in HCl (hydrochloric acid).During the school day, wear spirit wear, but nothing too crazy.Achieving high visibility is an area where many firms fall short.Just remember while the shoes can’t make you a great player, they can help you prevent injury, maximize your speed and effectiveness on the court, and maybe turn a few heads.Every practice is a way to move to the next level.That reggae snowchains in addition provide an extensive choice for valued clients.The NASA scientists are more professional when it comes to weight and outer space.

    Stop for a moment and think about how visitors are using your website.Check some of the tips below to help you find queen size vintage clothing.How To Spot Fake Nike Air JordanThe establishment of first Nike golf balls is in the year of 1999 while there is not to set up first clubs until 2002 year.Everyone is born with a natural sense of curiosity, and as an entrepreneur, you can use this nike air max hyperposite to your advantage for your marketing campaigns.Then 4 minutes during the next practice.Read other fashion blogs, go to bookstores and read men fashion magazines.The midsole effectively supplies a shoe’s cushioning.That was a sorriful sight.You will be better advised to visit stores targeting buyers of athletic and sports shoes, since these are the highest quality running shoes available today.