speaker DETAILS

< BACK TO Speakers

Tracey Scheppach
Executive Vice President/Precision Video Director - Starcom Mediavest Group

 

 

 

I am currently the innovations lead for Starcom MediaVest Group and simultaneously, the global lead for VivaKi’s The Pool – an initiative that seeks to find the most optimal advertising models across emerging media platforms. 

In my SMG role I am responsible for all strategic and operational oversight of SMG’s Innovation Center of Excellence. As video technology continues to develop, it is my responsibility to grasp how those changes affect consumers’ behaviors and responses to advertising, in addition to where marketers fit into the equation. I help drive investment of some of the largest global marketer’s dollars across cutting edge video contact points.

Specialties:I have focused my expertise in addressable advertising, tablets, online video, DVRs, VOD, converged TV, interactive TV, mobile video, second-by-second set-top box measurement and more.

 

Experience

EVP, Innovations Director
VivaKi Starcom MediaVest Group
2009 – Present (6 years)

Responsible for strategic and operational oversight of SMG’s Advanced Media Center of Excellence and is charged with determining best practices for emerging video technologies. I help invest clients’ advertising dollars across cutting edge video contact points such as addressable advertising, online video, DVRs, VOD, IPTV, interactive TV, mobile/tablet video, second-by-second set-top box measurement and more.

I am also the Co-founder and global director of VivaKi’s The Pool, an initiative that seeks to find the most optimal advertising models across emerging media platforms.The Pool strives to gain insights into emerging forms of media and create industry standards for new advertising models. The initial efforts in online video has helped create a structure and process for collaborating around an area of study to find the optimal engagement model for advertisers, publishers and consumers. The result was the ASq – an ad model to compete with Pre-Roll with one major difference: choice. And the ground-breaking ASq isn’t just competing with Pre-Roll – it’s blowing it out of the water across both attitudinal and behavioral metrics in the US. Since 2009, The Pool has launched ten lanes in six countries, including US, China, UK, MENA, Spain and Australia. The Pool’s latest initiative aims to find premium tablet ad models across print and video content through research and includes a full roster of industry partners. I am the founder of VivaKi’s The Pool, a far-reaching research and development initiative designed to gain insights into emerging forms of media.

I am a vocal advocate for the freeing and widespread use of national set-top box data, providing the business with a dramatically improved perspective on real life viewing behaviors – and improved accountability. I have also pioneered initiatives around addressable advertising, pushing the industry toward the next level of relevance and data-driven effectiveness.