Managing a dual role for two behemoth media entities is no small task, and Tracey Scheppach handles it with admirable tenacity and determination. Scheppach is the innovations lead for SMG’s Starcom MediaVest Group Exchange (SMGx) and simultaneously, is the global lead for VivaKi’s The Pool - an initiative that seeks to find the most optimal advertising models across emerging media platforms. A seasoned expert at her craft, Scheppach has been at the intersection of media, technology and consumer behavior for almost 15 years.
In her SMGx role, adopted in June 2009, Scheppach is responsible for all strategic and operational oversight of SMGx’s Innovation Center of Excellence (COE), one of three pillars within SMGx. As video technology continues to develop, Scheppach is not only understands it all – she completely grasps how those changes affect consumers’ behaviors and responses to advertising, in addition to where marketers fit into the equation. A resident expert in addressable advertising, tablets, online video, DVRs, VOD, converged TV, interactive TV, mobile video, second-by-second set-top box measurement and more, Scheppach helps to invest clients dollars across all cutting edge video contact points. In the addressable space, Scheppach possesses unmatched experience, having been the lead on SMG’s pioneering addressable initiative with Comcast. Currently, she is leading the agency’s partnership with DIRECTV on their upcoming addressable television deployment.
As Co-founder and global director of VivaKi’s The Pool, Scheppach and her team strive to gain insights into emerging forms of media and create industry standards for new advertising models. Their 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 U.S. Since 2009, The Pool has launched ten lanes in six countries, including U.S., China, UK, MENA, Spain and Australia.
Scheppach’s latest Pool initiative aims to find premium tablet ad models across print and video content through research and includes a full roster of industry partners. Scheppach and her team are recognized their industry leadership and have received numerous awards such as the Jay Chiat Strategic Excellence Award and MediaPost’s Creative Media Award.
Prior, Scheppach was at full-service SMG agency Starcom USA where she was -– and still is -– a vocal industry advocate for the freeing and widespread use of addressable and national set-top box data, which will provide the business with a dramatically improved perspective on real life viewing behaviors – and thus improved accountability. Since 2006, she has pioneered industry initiatives around addressable advertising, pushing television distribution companies, clients and the industry toward the next level of relevance and data-driven effectiveness.
She continues to be the industry leader in innovation, working with partners like Canoe, Kantar, TiVo, DIRECTV, Google, Charter, Comcast and more. Prior to her work at Starcom, Tracey leveraged her position as an industry leader at companies such as Baxter International Incorporated, Monsanto Company and Liberty Media Corporation.
A frequent speaker at industry events, Scheppach is also quoted in publications such as Advertising Age, Adweek, Mediaweek, MediaPost and Entertainment Weekly, radio talk shows such as NPR and newspapers such as the New York Times, Financial Times and the Wall Street Journal. In 2010, Scheppach was recognized by the Advertising Research Foundation (ARF) with a Bronze Great Mind Award in the Innovation category as well as sixteenth in Mediaweek’s 50 and The Internationalist's Top Agency Innovators.
She has also been recognized in Mediaweek’s Watch List for 2009 and iMedia Connection’s list of top 25 Internet Marketing Leaders and Innovators, as well as revered a Woman to Watch by Advertising Age in 2008. She is also a member of the American Association of Advertising Agencies National TV Innovation committee, Google TV’s Measurement Advisory Board, Invidi’s Advisory Board and was inducted into AAF’s Ad Hall of Achievement in November 2009.