The art of taking it in-house: Ed Smith on Foxtel’s digital/programmatic journey
Taking digital/programmatic in-house can be a tricky area for many marketers. Foxtel’s Ed Smith talks with Nic Christensen about his programmatic journey and his surprise at finding he didn’t own his own data when he moved media agencies.
Programmatic is an area that perplexes many Australian marketers but for outgoing Foxtel CMO Ed Smith he has a simple view on why he took his digital buying in-house.
“Clearly, as a client we are not going to invest in printing presses and TV stations but the digital world is very, very different,” Smith explains.
It’s almost two years since Foxtel made the decision to ramp up its in-house capability in the digital and programmatic space and Smith says the decision was made after he did the maths on the fees being paid to his agencies.
“One of the first surprises for Smith came back in 2012 when Foxtel moved Zenithoptimedia to Mediacom and found that they didn’t own their own data.”
Something that some others have yet to discover.
Mumbrella writers: a good story but your use of apostrophe is bad. There are two errors in the second sentence. its and executives NOT it’s and executive’s
Good read Nic & Ed. Valuable insights for brands thinking about digital media transformation.