According to GroupM’s Rob Norman, the more that data is at the center of advertisers\u2019 strategies, \u201cthe more value you\u2019ll find in addressability and other forms of targeted TV, because what you put in is a significant determinant of what you get out\u2026 It\u2019s about creating really high-quality seed data.\u201d<\/p>\n

Norman, senior advisor at GroupM, tells Beet.TV that seed data serves as the platform for building out audience \u201ccohorts,\u201d which Norman says can serve stronger results than one-to-one marketing. One-to-one marketing has been held up as a golden industry standard that advertisers continue to strive to reach, in contrast to the broader reach one-to-many strategy. Addressable and targeted advertising is lauded for its efficiency and personalization, but Norman argues that in some cases, a cohort approach is more effective: It provides reach while still targeting the right consumer, and doesn\u2019t belabor the point around needing hyper-specific audience data for every campaign. He gives the example that one brand marketing shampoo for all hair types should take a much different approach than a brand marketing shampoo for curly hair, or shampoo for curly haired people experiencing hair loss.<\/p>\n

A focus on data is set to be at the center of CES 2020. In the lead up to the show, Norman says that he expects to see an emphasis on intelligent information and inclusive technology that extends beyond the world\u2019s more affluent customers dominate next year\u2019s show. While last year\u2019s focus was on assistance in technology \u2013 the Alexas and Hey Googles \u2013 this year\u2019s will be on connectivity.<\/p>\n

\u201cThe world generally, and I hate to use the word at my age, is rather more woke than it has been in previous years,\u201d says Norman. \u201cPeople are right to expect that there are holistic implications of the use and progress of technology above and beyond smarter, faster services and products for what is effectively a luxury goods audience of the richest billion people on the planet.\u201d<\/p>\n

Norman believes that the work at the show will revolve around bringing down digital divides instead of increasingly raising them. People want to see how technology can improve the world, not separate it, and the role of technology will shift in that direction. Additionally, Norman says that he expects to see intelligence applied to information and \u201cimagination in ways people have set about solving problems and being smarter and more aware of what\u2019s going on.\u201d<\/p>\n

This video is part of the Beet.TV series title the Road to CES 202, a preview of the topics expected to be explored in Las Vegas in January.\u00a0 The series is presented by Samsung Ads.\u00a0 For more videos please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

According to GroupM’s Rob Norman, the more that data is at the center of advertisers\u2019 strategies, \u201cthe more value you\u2019ll find in addressability and other forms of targeted TV, because what you put in is a significant determinant of what you get out\u2026 It\u2019s about creating really high-quality seed data.\u201d Norman, senior advisor at GroupM, […]<\/p>\n","protected":false},"author":21,"featured_media":63842,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8215],"tags":[5287,2911],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/63840"}],"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\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=63840"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/63840\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/63842"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=63840"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=63840"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=63840"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}