AI Will Be The Biggest Change In Marketing History.
During the session “Building Brand Experiences that Matter” Raja Rajamannar, the CMO for Mastercard, discussed how there had been a mega explosion of technology that would change marketing forever. The biggest one was AI. According to Rajamannar, AI will not only change the world of marketing from a data stand point, but will also inform creative and copy writing. In this information age, the consumer has learned to tune things out, so the new challenge for marketers is how to get through to them using “sense and sensibility”. Appeal to the 5 senses, using practical, relevant messaging.
Miles Rutter – Director, Brand Partnerships
Convergence of Digital and TV to Measure Performance
Performance is taking center stage as a currency replacing old-school metrics like ratings and audience. Brands, especially DTC brands, are testing TV in the same way they test digital, seeing what’s working and what’s not. They are using different creatives on different programs, channels, varying times of day and week, and typing those spots through to business outcomes. Performance is being adopted through all forms of TV content; time shifted, streaming, served via smart TV or any device.
Leslie Cohen – Director, Client Development
Streaming TV Will Offer New Opportunities for Emerging Brands
Addressable, more targeted TV delivery will broaden the pool of advertisers that can buy into TV. Smaller brands won’t need to buy National or local TV when they can select very specific demographics to serve ads to. Couple that with uniform measurement, and streaming TV looks a lot more attractive to smaller brands, especially when you can buy specific demos on a variety of metrics like conversions! Expect more DTC brands on TV.
Wes Morton – Senior Marketing Manager
Using Data to Drive Cross-Platform Consistency
As viewership spans across multiple platforms, brands who achieve cross-platform consistency are reaping the rewards. The major challenge is aggregating that data to target the right customers. AI is becoming a widely adopted tool that allows brands to both understand a consumer’s media usage, as well as their personality-type, leading to greater sales and perception.
Chris Flemming – Manager, Brand Partnerships
Data & Privacy Protection: “Evolves to Choice”
Baby Boomers and Gen-Z don’t necessarily see eye to eye when it comes to data and privacy protection. While Gen Z may have “grown-up” in a world where this was the norm, their counterparts feel differently. Over the course of the next 10 years we’ll start to see more of a choice presented when it comes to data collection. When consumers are attempting to view an article, they’ll be presented with choice – for instance, either pay 25 cents or view an ad. The majority of people will click on the ad. Continuing to evolve with this understanding, may start to alleviate those privacy issues.
Jessica Armstrong – Marketing & Events Manager
“Being Culture In vs. Brand Out”
Todd Kaplan shared how this is a guiding philosophy for his team. They look for culturally relevant moments that their brand, Pepsi, can tap into. He shared two great examples of this.
1) Pepsi: More than OK. https://youtu.be/64UH1_D95gQ
2) Cola Truce during Super Bowl. https://youtu.be/b863Kt4uJ6I
They have embraced the challenger brand position and have leveraged cultural events to win in many of the cases. Love it!
Steven Elliot – Sr. Director, Client Development
Be Afraid, Be Very Afraid, But Do It: Fernando Machado
I’ve heard Fernando speak in the past and it never gets old. It’s no surprise that since his arrival at BK that he and team have won more Clios and awards than previous leadership. While he still believes in spending on quality ad creative, his primary focus is on developing culturally relevant, disruptive stunts that generate earned media (whopper detour, Traffic Jam Whopper). He is a big believer in that creativity can change everything and he pushes his team to continuously challenge themselves to produce first to market innovative ideas. Lessons I took from the talk were: understand your brand’s value, create a great brief, let ideas grow, take risks and build collaborative agency/brand relationships.
Jackie Verdecia – Director, Brand Partnerships
When You Think Apps, Think TV Programming
It’s here for a time and then it’s gone. Some programming (or apps) last for a season or two, some for a few years. When you begin to look at social apps in that way your perspectives change. It might not have longevity, but it’s more important to make sure that your brand is present in a passionate, relevant and authentic space. That was my big take-a-way from the Tik-Tok/Gary V conversation on day 1. Just because the reporting and infrastructure isn’t there, doesn’t mean you can’t leverage the platform for your brand. The audience you want is there, so as a brand marketer you should be there too.
Karen Kehm – Sr. Marketing Director