The 2020 NewFronts<\/a>, taking place virtually at the end of this month, will happen through the lens of an industry reshaped by the pandemic. Businesses have had to innovate more than ever during COVID, particularly around their spending strategies for marketing and advertising. In a Beet.TV interview, Amanda Richman, US CEO of Wavemaker, discussed the ways that the pandemic has forced brands and brand marketers to lean into their creative side.<\/p>\n

The industry is now entering a second phase of the COVID pandemic where companies are thinking more long term about the opportunities available given the evolved consumer behaviors.<\/p>\n

\u201c[We are now figuring out what it means] to think about media overall and how we can better connect media itself and messaging using all that we have at our hands when it comes to data and technology,\u201d Richman says.<\/p>\n

The goals of this next stage include making the tonality of the messaging more relevant and being more service-focused in that messaging. It also means thinking creatively about how companies invest differently.<\/p>\n

\u201cNow it\u2019s more towards that creativity and how do we really unleash the power of technology and data to make that happen and make it real,\u201d Richman says.<\/p>\n

Richman also touched on the popular questions that are specific to brand marketers at the moment.<\/p>\n

\u201cThere\u2019s always this aspect of inspiration and what does the future look like and am I moving fast enough to get there,\u201d Richman says. \u201cBut there\u2019s also the underlying principle of what is measurable and how will this drive my business.\u201d<\/p>\n

Right now there is more emphasis than ever on what incremental dollars can be added where against what audiences, programs, and platforms in order to see what equates to meaningful sales. It has created a dynamic where the more innovative forecasting techniques must also be balanced with a more conservative approach.<\/p>\n

\u201cYou\u2019ve got that dichotomy of the creativity and the innovation and the no boundaries with also the realities of demonstrating how we can learn, understand, and iterate to get to their sales goals,\u201d Richman says.<\/p>\n

This video is a preview in a series leading up to the 2020 IAB NewFronts.\u00a0 \u00a0Please visit this page<\/a> for additional segments from the Road to the NewFronts 2020.\u00a0 This Beet.TV series is presented by the IAB.\u00a0 To request a free invitation to the 5-day virtual event, visit this page<\/a>:<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The 2020 NewFronts, taking place virtually at the end of this month, will happen through the lens of an industry reshaped by the pandemic. Businesses have had to innovate more than ever during COVID, particularly around their spending strategies for marketing and advertising. In a Beet.TV interview, Amanda Richman, US CEO of Wavemaker, discussed the […]<\/p>\n","protected":false},"author":21,"featured_media":66778,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8349],"tags":[3880,6671],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/66716"}],"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=66716"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/66716\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/66778"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=66716"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=66716"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=66716"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}