Episode Summary

In this episode of Sunny Side Up, host Brian Hopper interviews Minnie Dimesa, Executive Vice President of Advanced Media & Marketing at ICON Media Direct, discussing the future of connected TV and the exciting concept of "clean rooms". Minnie provides her expert insights on how big publishers like Roku, Disney, and Samsung leverage secure data-sharing environments to offer advertisers more accurate consumer targeting capabilities. The discussion extends to the infancy stage of clean rooms, their potential applications in future planning, measurement, and attribution, as well as the role of beta programs in figuring out the best use cases for this technology. Minnie also discusses her favored industry resources and the professionals who inspire her in the B2B space.

About the Guest

Minnie is EVP of Advanced Media & Marketing at Icon Media Direct, an independent Performance Media agency in Los Angeles California. As EVP of Advanced Media, she drives the Advanced TV practice forward to ensure that Icon maintains its leadership position of innovation in the industry. She is a veteran marketer with vast experience working across many industries.

Connect with Minnie Dimesa

Key Takeaways

- Clean rooms are environments where data is shared securely between publishers and advertisers, improving targeted advertising efforts.

- Big publishers like Roku, Disney, and Samsung are venturing into clean rooms, still in their infancy.

- Clean rooms help in future planning, and understanding where customers view content and what type they're viewing.

- Beta programs are a significant part of working out the best use cases for clean rooms.

- EMarketer is a go-to resource for Minnie, providing topical and relevant research in the media and marketing industry.

- Media Post is another recommended resource, keeping one up-to-date with the marketing world.

- The technology from Rembrandt allows for the dynamic insertion of product placements, creating a unique viewing experience.

- The company uses automatic content recognition technology to get granular, deterministic data about linear television.

- This technology aids in combining measurements from linear TV and streaming TV, giving a holistic view.

- Convergent television, a combination of linear television and connected TV, is the new frontier in TV advertising.

- ACR technology has a transformative effect on TV advertising, providing a higher level of measurement accuracy.

Quote

“[OTT] is no longer a little niche play or channel that a few people are dabbling in and experimenting with. It's something that needs to be part of the day-to-day discussions when we talk about media." - Minnie Dimesa

Recommended Resources

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Shout-outs

Julian Mintz – Head of US Brand Sales at Roku

Omar Tawakol – CEO at Rembrand

Danny Reuben – Senior Director of Sales at VideoAmp

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