In this episode of The Future Is Live, Dentsu’s Chief Investment & Activation Officer Cara Lewis joins Jeremy Bloom and AdTechGod to discuss the powerful intersection of live content, attention, and programmatic advertising. Discover how Dentsu leverages programmatic to make live media more accessible, the growing importance of communal viewing experiences, and how partnerships with FreeWheel are driving innovation across live and on-demand platforms.

Takeaways

• Live is real time and attention grabbing.

• Dentsu supports the attention economy.

• Consumers seek real-time results and entertainment.

• Live events foster social discussions.

• Attention is crucial in today's culture.

• Real-time engagement enhances consumer experience.

• Live interactions are vital for brand connection.

• The importance of being part of the social discussion.

• Live content drives consumer attention.

• Engagement in real-time is essential for relevance.

Chapters

00:00 Introduction

01:05 Why Live Content Matters

02:30 The Power of Shared Moments

02:56 Role of Programmatic in Live Media

04:05 Programmatic vs. Direct Buys

05:27 Merging Live and Programmatic

07:26 Strategic Planning for Live Opportunities

08:35 Partnering with FreeWheel

09:50 Wrap-Up and Final Thoughts