Many people in advertising and media think they\u2019re swimming in too much consumer data. John Hancock\u2019s Lindsay Sutton disagrees, particularly with regard to statistics that can be used to divine people\u2019s emotions when serving them the most appropriate content and advertising messaging.<\/p>\n

\u201cI don\u2019t think we\u2019re yet in a place where we think it\u2019s too much, because our business is having an interesting shift from going from being very B to B focused, to all of a sudden being much more B to C focused,\u201d Sutton<\/a>, who is Hancock\u2019s AVP, Digital Strategy Lead, says in this interview with Beet.TV.<\/p>\n

Sutton\u2019s takeaways from the Digital Content NewFronts<\/a> 2018 center on three areas: gender equality, brand safety and being able to target consumers based on what is known about their emotional state.<\/p>\n

\u201cWe knew that it would happen regarding gender equality. It\u2019s interesting to see different platforms and publishers take it on, either in serious ways or in a much more right-in-your-face, humorous tone. So that one\u2019s great to see,\u201d says Sutton.<\/p>\n

Brand safety is especially resonant for financial services providers, given the regulatory strictures to which they must adhere. \u201cIt\u2019s big for us,\u201d Sutton says.<\/p>\n

Engaging with consumers about their savings and financial future can be \u201cvery, very emotional,\u201d she adds. Thus it\u2019s a good time for brands to move from targeting based on demographics to psychographics and other factors.<\/p>\n

“So now all of a sudden, we\u2019re adding emotion. And those types of little nuances for how we can actually create the right content to deliver a certain emotion that brings you in closer to our brand.\u201d<\/p>\n

While available data is \u201cnot the most sophisticated yet,\u201d for Hancock it\u2019s understanding who people are and their behaviors beyond what they click on or engage with. Sutton would love to be able to see \u201clittle things, like if we had something about sustainability, how do we know that that individual takes a shorter shower.<\/p>\n

\u201cThose are pieces and data points that I can\u2019t yet figure out, but seeing the emotional thing and the ability to target based on emotion, I feel like we\u2019re getting closer.\u201d<\/p>\n

This video is part of Beet.TV\u2019s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Many people in advertising and media think they\u2019re swimming in too much consumer data. John Hancock\u2019s Lindsay Sutton disagrees, particularly with regard to statistics that can be used to divine people\u2019s emotions when serving them the most appropriate content and advertising messaging. \u201cI don\u2019t think we\u2019re yet in a place where we think it\u2019s too […]<\/p>\n","protected":false},"author":17,"featured_media":51739,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7184],"tags":[3167,7187,7206,7207],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51729"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=51729"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51729\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/51739"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=51729"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=51729"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=51729"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}