VIA BEETCAM\u2013 The digitization of the world has sped up across the board as a result of coronavirus. In an interview via BeetCam, Matt Spiegel, EVP of Marketing Solutions and head of media vertical at TransUnion explained how this rapid learning curve will have longer effects.<\/p>\n

Ad tech has been on the front end of that curve for some time now, but there has been a shift in the speed at which every industry and individual has had to adapt to this digitization, from food delivery and subscription services to streaming services.<\/p>\n

\u201cWhen you\u2019re forced to make a choice between not having access or accessing these types of goods and services through a digital perspective, it changes the game,\u201d Spiegel says.<\/p>\n

As a result, Spiegel believes that the industry has fundamentally altered the trajectory of consumer behavior for both short and long term. Now that people have picked up these digital behaviors, they likely will not ditch them once the world returns to normal.<\/p>\n

\u201cI think the more that we demonstrate to people that you can interact in this digital way and more people get comfortable with it, it\u2019s just going to stick,\u201d Spiegel says. \u201cAnd I think that has implications not just for the short term but for the long term as well.\u201d<\/p>\n

For digital companies like TransUnion, part of the leadership process right now is accepting that there are more unknowns than knowns, and being transparent and honest organization-wide. It also means being active in seeking out more information.<\/p>\n

\u201cFor my section of the industry within TransUnion that means how do we get a handle on what does the ad spending look like over the next six to twelve months, what categories are clearly going to go dark and what categories might replace them?\u201d Spiegel says. \u201cWhat\u2019s the impact of the fact that there are no big TV tenpole events right now and how does that impact how spending will change?\u201d<\/p>\n

It all comes down to prioritizing information and figuring out what the trends are going to be for the remainder of the year, and from there making product and market decisions based on those realities. Spiegel recommends that companies be \u201cconscious capitalists\u201d in the near future, not simply chasing the dollar at all costs but rather providing value to clients and partners in information, analysis, and assessment.<\/p>\n

\u201cThere\u2019s a marathon aspect to this and not a sprint,\u201d Spiegel says. \u201cWe\u2019ve got to do right by all constituents and that will, at the end, all work out.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

VIA BEETCAM\u2013 The digitization of the world has sped up across the board as a result of coronavirus. In an interview via BeetCam, Matt Spiegel, EVP of Marketing Solutions and head of media vertical at TransUnion explained how this rapid learning curve will have longer effects. Ad tech has been on the front end of […]<\/p>\n","protected":false},"author":21,"featured_media":65611,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8292],"tags":[5532,7553],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/65609"}],"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=65609"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/65609\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/65611"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=65609"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=65609"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=65609"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}