{"id":297319,"date":"2020-12-02T20:10:00","date_gmt":"2020-12-02T20:10:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/masters-of-media-interview-alex-campey-programmatic-media-lead-at-google-2\/"},"modified":"2024-06-18T15:46:17","modified_gmt":"2024-06-18T15:46:17","slug":"masters-of-media-interview-alex-campey-programmatic-media-lead-at-google-2","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/masters-of-media-interview-alex-campey-programmatic-media-lead-at-google-2\/","title":{"rendered":"Masters of Media Interview \u2013 Alex Campey, Programmatic Media Lead at Google"},"content":{"rendered":"\n
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In this exclusive \u201cMasters of Media\u201d series, Integral Ad Science (IAS) speaks to the Movers and Shakers of the Southeast Asia advertising industry, on all matters digital.<\/strong><\/em><\/p>\n\n\n\n

Alex Campey<\/strong> is currently a Programmatic Media Lead at Google, driving multichannel media sales. Driving uptake of Google\u2019s Demand Side Platform DV360, and supporting both local and international brands on their media consolidation strategy.<\/p>\n\n\n\n

Integral Ad Science (IAS):<\/strong> Alex, please tell us about your digital advertising journey and your current role?<\/p>\n\n\n\n

Alex:<\/strong> I started my career working in SEM & SEO for an indie agency based out of Sydney \u2013 this was really my springboard into digital. From there I worked as a Performance Operations Specialist for a programmatic retargeting vendor, and then shifted gears to become an Account Manager at Spotify.  Before finding myself at Google, working across Display and Video 360, their Demand Side Platform \u2013 focusing on CPG, Entertainment, Auto and QSR clients.  Within my role at Google I help agencies and advertisers understand the value of consolidating media into one buying platform \u2013 and drive uptake of new formats and features to support their growth and brand ambitions.

IAS:<\/strong> How has the COVID-19 impacted the digital advertising landscape in ANZ?<\/p>\n\n\n\n

Alex:<\/strong> From a buying perspective \u2013 it has significantly changed consumer behaviour and as an extension of this, influenced the media people are consuming, or not consuming. We\u2019ve seen a growth in people consuming BVOD or Catch up TV as a result of people spending more time at home, and a shift in time spent streaming music per day. [Supported by eMarketer Global Media Insights Report]<\/a><\/p>\n\n\n\n

From a people perspective \u2013 we\u2019ve seen agencies quickly change and adapt to this new \u2018working from home\u2019 environment. As a result of this our team have also pivoted to online training across planning, buying and optimisation \u2013 aiming to help upskill teams as they work from home.<\/p>\n\n\n\n

IAS:<\/strong> Programmatic started out focused on selling cheap, remnant inventory. How has this perception changed today?<\/p>\n\n\n\n

Alex:<\/strong> This has been shifting over the last few years. People have started to see the value of programmatic as an efficient way to plan and execute their campaigns at scale \u2013 across a host of premium inventory. Buying changes like programmatic guaranteed have really helped to change this view, giving buyers the comfort of direct buys, with the flexibility and consolidated view they know programmatic for. <\/p>\n\n\n\n

Programmatic buying is viewed as flexible, nimble and easy to use. Advertisers can buy how they want [guaranteed, non guaranteed] and leverage the targeting they want \u2013 all with a consolidated view of their media.<\/p>\n\n\n\n

IAS:<\/strong> What are the most common targeting strategies that programmatic buyers use across DV360 to reach their audience, efficiently?<\/p>\n\n\n\n

Alex:<\/strong> Given the different industries and advertisers that leverage DV360, there is a wide range of targeting strategies used. CPG advertisers for example tend to stick to broad demo plays to drive reach, whereas Finance brands tend towards higher intent audiences to drive conversions. What we are seeing more broadly is, reliance on first-party data activation \u2013 or for brands with a lack of first-party data, a better focus on how to fill that gap. I think as we move into 2021, first-party data will become more crucial for advertisers so this will continue to come to the forefront. <\/p>\n\n\n\n

IAS:<\/strong> What are some of the best practices when it comes to deploying programmatic?<\/p>\n\n\n\n

Alex: <\/strong>Brand Safety, Testing and Measurement.<\/p>\n\n\n\n