Q&A WITH NICOLLE PANGIS
Nicolle Pangis, CEO of NCC Media, a national TV advertising sales and data-driven technology company – a joint venture between Comcast, Charter and Cox – that aims to enable advertisers to reach their audiences across the full range of TV and digital environments, arrived in Cannes just in time to announce a partnership between NCC and OpenAP, the national consortium of select television publishers. The two will further standardize audience-based TV buying across the greater share of the TV ecosystem, improving advertisers’ ability to reach unified audiences across broadcast, cable and digital TV. Pangis sat down with Cynopsis to discuss advanced television and her take on some of the hot button topics of Cannes Lions.
What is your plan for Cannes?
Primarily to be with clients. A lot of our partners that we work with to drive the TV ecosystem are here as well, so it’s a really efficient way to meet all of our partners and stakeholders in one place. Most of what I’m doing from a panel perspective this week is around advanced television. There’s a lot of discussion around advanced television, because it’s a newer channel, in the sense that television is being driven with different data than it traditionally has been. There’s a lot of interest around learning about how we’re doing that and NCC is the leader in advanced television.
To someone who doesn’t know, how would you explain what’s different about the way NCC is doing things?
Linear television traditionally has been traded on panel-based survey data. That’s been really, really successful. Just in the United States, that has created a 70 billion – with a B – dollar industry, so that’s fantastic. As TV becomes more digital, with set top boxes and digital means of delivering content to consumers, the industry has become keenly aware that you can be much more census level driven to target advertising to consumers to make the content more relevant to consumers and the advertising more relevant to consumers. That’s really the crux of what advanced television’s about: using this new, census level data set to drive planning, targeting, and measurement of audiences for brands and for agencies.
Consumer privacy is a subject that still dominates. How are those debates affecting you?
Just by nature of the inventory we represent, which is primarily cable operators, cable networks, we have to be very, very privacy compliant. Everything that we do is aggregated privacy compliant, so we don’t have an issue with that. I think the notion of privacy really came to fruition because of some of the headlines we’ve seen on the digital side. That really is not what we are doing when we’re talking about data driven television. It’s really much more benign; we don’t know your address, we don’t know your name, we don’t know any of the things that are a privacy issue. Set top box data basically sees things – if there’s an advertisement for a show on a particular network, did you actually watch that show if you were exposed to the ad? This is the kind of targeting that we’re talking about. Those types of pieces of information, when aggregated in a privacy compliant manner, actually really are very helpful to brands and agencies to drive more appropriate messages to consumers. What we’re talking about when you aggregate data, it’s really about driving more relevant content and more relevant advertising to consumers, which is not the type of privacy compliance concerns that have bubbled up.
Many of the panels this year focus on matters of equality, humanity and diversity in advertising. As a female CEO, you probably get asked a lot about equality in the industry. Are we talking enough about it and is enough being done?
I have two little girls, 8 and 5, so I’m happy to answer the questions. My hope for them is that they don’t have to answer the questions. Basically, anywhere you go in the industry, there’s not enough senior women, there are not enough minorities in senior leader positions. I think there’s a lot of discussion about these topics and I’ve said it publicly before: a lot of discussion, not enough action. When there are opportunities to promote women and minorities into the most senior leadership positions, those are often passed over, in my experience. I think that’s one notion.
And then I think, there is the secondary notion that we’re starting to talk about more, which is women and minorities represented in media. You can’t be what you don’t see. So, women being superheroes and any sort of minority – Black, Chinese, Indian – in prevalent star positions in Hollywood shows, for example. There are a lot of initiatives that are really, really pushing this agenda. Why do you need to push it? You need to push it because that’s the only way to create change. It will take too long to create change if we don’t create catalyst for change.
MONDAY’S WINNERS OF THE CANNES LIONS AWARDS:
Health & Wellness Lions
McCann, Tel Aviv
‘Breath of Life’
McCann Health, Shanghai
Google Creative Lab, New York
‘Nike Dream Crazy | Colin Kaepernick’ for Nike
Print & Publishing Lions
‘The Blank Edition’ for leading Lebanese daily newspaper, An-Nahar
Impact BBDO, Dubai
Film Craft Lions
‘Resolve (Myanmar)’ for The New York Times
Final Cut, New York and DROGA5, New York
Cannes Lions Healthcare Network of the Year
1st Place McCann Health
2nd Place FCB Health
3rd Place Havas Health & You
Cannes Lions Healthcare Agency of the Year
1st Place McCann Health, Shanghai
2nd Place Area 23, An FCB Health Network Company, New York
3rd Place Havas Lynx, Manchester.
TUESDAY’S WINNERS OF THE CANNES LIONS AWARDS:
‘5B’ for Johnson & Johnson
UM Studios, New York
Entertainment Lions for Music
‘This Is America’ for Childish Gambino
Doomsday Entertainment, Los Angeles
‘Bluesman’ for Baco Exu Do Blues
Akqa, São Paulo
Entertainment Lions for Sport
‘Dream Crazy’ for Nike
Industry Craft Lions
‘Just Do It HQ at the Church’ for Nike
Momentum Worldwide, New York and Momentum Canada, Toronto
Digital Craft Lions
‘Address the Future’ for Carlings
TOMORROW AT CANNES LIONS
There’s so much more on tap. Wednesday features panels from Jeffrey Katzenberg and Meg Whitman about raising the bar on the small screen, a talk about what should be communicated when the average video view is three seconds, and Cheryl Sandberg on the main stage. Stay tuned!