(VIDEO) As Media Currencies Change, Marketer Options Multiply: OMD's Karo

CANNES - There's no denying the plethora of consumer choices for viewing digital content. Concurrently, says OMD U.S. CEO Monica Karo, marketers and their agencies are anticipating having more ways to talk to those consumers.

"It's a confluence of a number of events happening at the same time," says Karo during an interview with Beet.TV at the Cannes festival of advertising creativity.

Reflecting on a panel discussion about audience measurement, she cites as an example the choice between a 15-second ad and a 30-second spot.

"As soon as currencies start changing or evolving or there are fewer restrictions, we're going to see even more choice out there from our standpoint as to how we can talk to these consumers," Karo says.

Along the way, the key is to try to stay on top of all of the different things that consumers are choosing to do.

"Some things start small and then they really grow to be a much bigger trend," Karo observes. "And some things start to happen simultaneously but in different pockets of a particular audience or consumer group."

When she started in the ad agency business, all agencies were full-service: creative, account management, strategic planning and media departments all under one roof. Then agencies unbundled their media departments for a variety of reasons.

"The need for integration and collaboration is even more important today because there are so many choices that have to be made," Karo says.

This video was produced at the OMD Oasis at Cannes Lions 2016 as part of  the Future of TV Advertising Leadership Forum, a series presented by true[Xand hosted by OMD Worldwide.  Please visit this page for additional segments.

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