Owned/shared/earned are things that we as an industry talk about but we don't really get to them because we get paid based on 'paid.' That's changing. That forces us to think about compensation differently. So, to our mind, don't pay me based on how much of your money I'm spending because that incentivizes me to spend more of your money than you need to have spent. Don't pay me on the inefficiency of lots of bodies driving you to the best result. Pay me for the best result.
So, automation can only really happen if you're getting compensated a different way, and great creative ideas driven by innovation can only happen if you're getting paid a different way.
But part of the problem is, given we're human, we don't like change very much. We like to keep doing what we've been doing as long as we can possibly get away with it. The moves of a P&G are awesome because they get us out of that comfort zone. You don't like it? Tough shit, it's happening anyway.
Programmatic got a bad name fast. There was too much of a veil. The sense clients had that agencies were ripping them off? Not a good thing. Over the next year there will be a redefinition, and we will drive that redefinition from programmatic ... to automatic. Programmatic is a subset of automatic. Automatic has process reengineering. Programmatic is how audiences are exchanged.
Over the next few months you'll see more flexibility in spend. There will be more money in a slush fund, because you need to be able to react to what's going on in the world. The value of where and when brands show up is going to increase. And those that are best at driving communication to the place, the time and ideally the place and the time that has greatest value, will win."