“We have GRP’s, we have declining linear audiences around 18-34 and we have the unreachables that are on non- ad-supported platforms or non-measured platforms,” says Fiona Carter, Chief Brand Officer, AT&T Communications. “So what are we going to do about that? How are we going to move to an all-screen measurement that works across all of the networks, all of the digital players?”
In this interview with Beet.TV at the Cannes Lions International Festival of Creativity, Carter applauds the coalescence of competitors joining forces to facilitate not only reach and engagement with audiences but also the ability to measure the ROI of those engagements.
“In the end, although we’re very keen on brand building and we’re very keen on measuring how well our brand engages with our audience, we’re also here to sell at the end of the day,” Carter says. “And so trying to get the ROI out of everything we do so that we can prove we’re an investment and not a cost I think is an ultimate goal for a CMO.”
Among the offerings at Cannes, she identifies artificial intelligence from IBM, Quantcast and others as “one of the most fascinating conversations here at Cannes.” She echoes the desire to harness AI to improve marketing while wondering about its impact on advertising creativity. “Can they coexist? Can machine learning actually inspire greater creativity or will it be the end of creativity as we know it.?”
Asked for her thoughts on blockchain technology, Carter says AT&T is “doing a lot on blockchain” while noting that “everyone understands the murkiness of the digital advertising ecosystem. As a marketer, I feel many of us have been asleep at the wheel in understanding when our budget goes in through our agencies how much comes out to meet the publishers and eventually the consumers.”
She praises “these companies that are trying to help us work out the tradeoff of all of these service taxes and tolls and what the value is ultimately and frankly what the real price of operating in the programmatic supply chain should be.”
This video is part of a series produced by Beet.TV at Cannes Lions 2018 about advertising accountability presented by Mediaocean. Please find more videos from this series here.
]]>“Most advertising today isn’t relevant,” according to Quantcast CEO Konrad Feldman, whose company measures web audiences. “It doesn’t have to be that way.”
Feldman sees a parallel with another online business that, once, was nascent but which has certainly now grown up.
“Think about our experience with search,” he tells Beet.TV. “Whenever we conduct a search, most of the results that come back are relevant and useful to us. That demonstrates the power of data and technology. Web search is only 20 years old. The same opportunity exists for all other forms of media.”
Looking beyond what digital ads look, feel and perform like today is only natural. Despite growing to represent the largest-grossing ad medium in many countries now, online ads are suffering from audience aversion and often plummeting effectiveness. It’s no wonder a smorgasbord of ad-tech vendors is claiming to bring a whole new, more upbeat paradigm shift to a gloomy sector.
For Feldman, that will come not from rerouting existing ad practices through programmatic channels but in the ability to crunch data en masse, better targeting to achieve better relevance.
“The much larger opportunity is how we make advertising relevant for consumers and drive better outcomes by using data and technology modify content in real-time,” he says. “It’s still quite early.”
This video was recorded at the 4A’s Transformation conference in Miami. For additional interviews, please visit this page. Beet.TV’s coverage of the 4A’s was sponsored by The Trade Desk.
]]>“We see consumers in the US around 800 to 900 times a month – we process around 30 petabytes of data every day,” according to company SVP Adrian D’Souza.
“We’re able to predict very well what that propensity of consumers on the web (will be) in response to certain advertisements.”
Eight-year-old Quantcast’s two core products are Measure, giving website owners free stats, and Advertise, supporting real-time ad trade decision-making.
He was interviewed by Beet.TV at the IAB Annual Leadership Meeting.
Beet.TV coverage of the IAB meeting was sponsored by SpotXchange. Please find Beet.TV’s coverage of the event here.
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“Whilst the term ‘ad-tech’ has been around for a while, that term’s been a bit of an oxymoron – there hasn’t necessarily been that much tech in ‘ad-tech’,” Konrad Feldman tells Beet.TV in this interview recorded at DMEXCO.
“That’s changing. The speed of data involved requires world-leading technology. Many of the advances in Big Data in general have come from advertising companies. The companies that grow to scale in the real-time advertising ecosystem will fundamentally be technology companies.”
Eight-year-old Quantcast’s two core products are Measure, giving website owners free stats, and Advertise, supporting real-time ad trade decision-making.
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
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