When Ashley J. Swartz hears the word relevance, the term renaissance comes to mind. Having doubled down on television “not only surviving but thriving,” she sees AT&T\u2019s The Relevance Conference as the confluence of TV\u2019s potential future in one place.<\/p>\n

\u201cI think it\u2019s incredibly exciting to see that some of the leaders in the marketplace and the biggest players are bringing together content with distribution and now technology and, most importantly, data to enable it all to happen,\u201d the CEO & Founder of Furious Corp.<\/a> says of the event on September 24-26 in Santa Barbara.<\/p>\n

\u201cThe Relevance Conference is an amazing agenda<\/a> because it\u2019s elevating the conversation beyond the how to the why. And it\u2019s very forward looking,\u201d she adds in this interview with Beet.TV.<\/p>\n

She credits Kirk McDonald<\/a>, CMO of the soon to be renamed AT&T Advertising & Analytics, for bringing together a diversity of players and viewpoints where they can share their thoughts and business goals.<\/p>\n

\u201cWe\u2019re very insulated. We sort of live in this bubble and we don\u2019t do a good job of looking outward to really understand and to help lay the course and the foundation for how we progress,\u201d says Swartz.<\/p>\n

With Time Warner Media and AppNexus now under its wing, AT&T has \u201cthis incredible portfolio of asserts that enables them to activate the wealth of data and information they have as ultimately what their legacy DNA is ,which is as a telco.\u201d<\/p>\n

Now she believes the new entity represents pieces that have come together \u201cthrough the lines for traditional television to digital and addressable media overall.\u201d<\/p>\n

The word renaissance resonates amid all the technological change that the TV industry hopes will power its next iteration\u2014one marked by an advanced understanding of audiences and brands can best engage with them.<\/p>\n

\u201cI\u2019ve taken a contrarian position in the industry that I\u2019m doubling down on television thriving not just surviving\u201d by getting better at activating the hearts and minds of audiences, says Swartz. \u201cFor me, relevance is really about hearts and minds. You could end that conversation by simply talking about content, and you could end it with the acquisition of the broadcast networks and the portfolio of content they just acquired.<\/p>\n

\u201cBut when you extend that story for The Relevance Conference and you start to leverage the data and information about audiences and you actually really get to know them, it enables you to deliver experiences, whether they\u2019re ads or it\u2019s content itself that means something. That activates hearts and minds.\u201d<\/p>\n

This video is part of a series leading up to and documenting the AT&T Relevance Conference in Santa Barbara. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

When Ashley J. Swartz hears the word relevance, the term renaissance comes to mind. Having doubled down on television “not only surviving but thriving,” she sees AT&T\u2019s The Relevance Conference as the confluence of TV\u2019s potential future in one place. \u201cI think it\u2019s incredibly exciting to see that some of the leaders in the marketplace […]<\/p>\n","protected":false},"author":17,"featured_media":55874,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7443],"tags":[4071,4658,5088,7387,7489,3839],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/55872"}],"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=55872"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/55872\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/55874"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=55872"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=55872"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=55872"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}