What does the future hold for media agencies and media industry?
Staffan Slörner, CEO of Sveriges Mediebyråer, explains what the partnership with Ocast means for agencies and advertising.
In an industry that’s always full speed ahead and craving improvement, no one spots opportunity like Staffan Slörner, CEO of Sveriges Mediebyråer.
Sveriges Mediebyråer is a union for media agencies in Sweden. The priority is to support agency development, success and ethics. Staffan Slörner focuses his time making sure this happens for agencies in Sweden.
Ocast strives a smoother experience for everyone so a collaboration for an agency specific Ocast solution was a no-brainer.
“Creating an agency platform is a milestone for us and gives a huge increase in value to our existing customers as well. The goal is to connect the world of advertising,” says Eric Gisaeus, Ocast founder.
In this interview get a glimpse into what the partnership means, how to catch agency attention and more.
What does the partnership mean for media sales and agencies?
1. Ocast saves us time and we all know, time is money.
“Before Ocast, agencies had to have their own media database, search online, and update data. All of which takes time. It’s core work but if you can save time on core work, you can work smarter and put more time into other strategic things.”
“The partnership allows media agencies to work securely on a custom media information platform and intelligently search the whole media landscape.”
1. Smoother business with filters and validation ✅
Staffan is the shepherd for media agencies in Sweden. His main concern is to create a common ground for success. By creating a better workplace for media agencies, they can focus less on worrying if brands are legitimate and trustworthy and more on doing what they do best — making the advertiser shine.
“No one’s more happy than me to help media players do better business,” says Slörner,
With Ocast, even smaller publishers can be seen by agencies. The platform is very democratic in that way.”
To promote a more transparent and legitimate environment, the partnership will tackle better filters and validation.
Staffan points out that police work isn’t the main purpose and it is still an open platform. Publishers without validated numbers won’t be excluded but likely overlooked by agencies.
“Ocast is the first step in your media planning. We want crisp figures and we have a responsibility to make that better, so advertisers can save even more time by seeing legit numbers.”
Ocast wasn’t made to validate numbers but rather act as a tool and offering reliable stats was the responsibility of the publisher. Users can expect clear validated numbers in the future.
By validating numbers, media sellers can be held to better standards and advertisers can see trustworthy values. Better filters will be able to sort validated sources versus not validated in a couple clicks rather digging for information.
How are agencies using Ocast today?
“Many young people already use Ocast to get a feel for the market. Our goal is turn it into a tool for more than basic support.”
The Ocast agency solution is in development stage but there’s already agency users visiting Ocast.com. They use the platform as a window into the media landscape and scout brands. Something unique compared to similar tools that operate as a closed system.
A closed system service typically requires users to exclusively operate via their service. Ocast is open for all measurement systems and sources so users can choose how to cite their information.
How can your brand get agency attention right now?
Staffan knows media agencies. Catch his attention and you’re doing it right. Here’s a pro tip from the man himself.
Pro tip #1: Include accurate and honest numbers.
Need an example? Take a look at Radio.
“Radio has been wildly successful in 2017. Why? Radio and audio in Sweden created a totally new measurement system. This new system deflated inflated numbers, made their reach look smaller but they became more transparent than ever before.
This sent a message to agencies of trust. That trust is helped audio grow. You know if you invest in audio, it’s no bullshit, you get what you paid for.”
Radio advertising is doing so well in fact there is a queue to get a spot.
“Other channels have a lot to learn from radio. By justifying their measurement, they will just continue to get more stations, larger reach and more business because of this trust. If you have your facts straight from the beginning, it’s easier for the agency to plan.”
The main point being ➡️ Cite valid and recognized sources in your media kit.
Why is the partnership in Sweden a good location to launch?
Sweden is the right place at the right time.
“Sweden has transparency and a desire to be more transparent. It’s a reason why this collaboration is possible. We are showing that everyone can be in one place, on their own terms. That is cool.”
We’ve been served the perfect cocktail of time and place.
Plus we’ve put in a lot hours working on it. Ocast has received an incredible amount of support from the media industry in Sweden already. Expansion and development is only natural.
Being based in Sweden — a country known for early adopters and innovation — and in an industry hungry for progress, launching the Ocast agency solution in Sweden couldn’t be more ideal.
What can media agencies look forward to?
Ocast and Sveriges Mediebyråer are looking forward to not just saving agency time but everyone’s time. By making the industry run smoother, there is a more efficient and transparent media landscape.
A marketplace solution that will be released allows all brands to be accessible to agencies so all parties can develop intelligently.
Eric Gisaeus looks to the future,
“AI will be a crucial part of our platform — we want to develop functionalities that save time on both sides of the industry. Keep up to find out.”
Want more details or have questions? 🤔
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Interested in another read?
Read An inside look at audio advertising at Bauer Media Sweden here.
