In this episode of The Future Is Live, Dentsu’s Chief Investment & Activation Officer Cara Lewis joins Jeremy Bloom and AdTechGod to discuss the powerful intersection of live content, attention, and programmatic advertising. Discover how Dentsu leverages programmatic to make live media more accessible, the growing importance of communal viewing experiences, and how partnerships with FreeWheel are driving innovation across live and on-demand platforms.
Takeaways
- Live advertising is rapidly growing and shifting spend.
- FreeWheel has been a pioneer in investing in live events.
- Programmatic solutions help monetize unexpected surges in viewership.
- Collaboration with partners is crucial for success in live advertising.
- Publishers need to diversify their monetization strategies.
- AI can enhance the creative process for live events.
- Maintaining reliability and infrastructure is key for live events.
- The unpredictability of live events requires adaptive strategies.
- Linear TV should adopt programmatic principles for better inventory management.
- The advertising ecosystem must work together to improve outcomes.
Chapters
00:00 Introduction
01:05 Why Live Content Matters
02:30 The Power of Shared Moments
02:56 Role of Programmatic in Live Media
04:05 Programmatic vs. Direct Buys
05:27 Merging Live and Programmatic
07:26 Strategic Planning for Live Opportunities
08:35 Partnering with FreeWheel
09:50 Wrap-Up and Final Thoughts
