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Steve Smith - Opening Remarks

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Data is everywhere but we open the Summit with key questions about how media buyers are developing their first party troves, how the can keep the data reliable and clean, and how they can execute on that data in more transparent ways.

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Steve Smith - Opening Remarks

  1. 1. Where have you seen the most dramatic shifts in media allocation in the last year? ● Less from offline to online media, more focus on 3rd party audiences to scale ● Full Episode Player and Native video ● Shifting a lot of spend into Connected TV ● Spend shift away from Short Form TV ● We've moved the majority of our linear TV budget over to Amazon OTT over the past year ● Growth in OTT
  2. 2. Where have you seen the most dramatic shifts in media allocation in the last year? ● CTV and Linear video continue to be a large area for media allocation - this Upfront season was very tight due to large amounts of dollars going in, with limited inventory.. interesting if this starts to shift dollars back into programmatic as it advances beyond just display.
  3. 3. ● We continue to allocate more and more funds to programmatic and social. Programmatic drives efficient targeted reach, and social has driven strong conversion rates (esp. Facebook and Instagram). We have also seen growth in location targeted trends/services. ● From low funnel remarketing to performance prospecting Where have you seen the most dramatic shifts in media allocation in the last year?
  4. 4. ● The unifying themeis social/video. Social is getting so expensive. Many advertisers got strong performance on social and then it dips and then they can barely seem to get a positive ROI, yet still want to continue investing there. It depends on what KPIs you're using. Facebook in particular has created this mysterious game that everyone thinks they can win if they just try hard enough or have the right creatives or audience because it's the place to be to reach elusive consumer time and attention. I'm not sure if that's true. I think some products just aren't meant for that environment. Where have you seen the most dramatic shifts in media allocation in the last year?
  5. 5. Where have you seen the most dramatic shifts in media allocation in the last year? ● Podcasts are really growing, so YoY % investment is large, even if the absolute investment is modest. I do feel greater measurement opportunities are needed for this to take off.
  6. 6. What has been the most successful channel/source for building your trove of first party data on your customers? ● Site visitors and Lookalike models ● Liveramp really has been the key to all of this so we can execute the data on cross-channel ● The cheapest source is Search / Affiliates. The most volume is Short Form TV ● Search, then using that data for display & video targeting ● Still our digital (Web + App) experiences
  7. 7. What has been the most successful channel/source for building your trove of first party data on your customers? ● Lead gen campaigns on social for our pharma clients, Google analytics, cross-device and attribution partners (tapad, placed, crossix, etc)
  8. 8. ● Transparency is ALWAYS an issue and having a trusting data source ● The ability to discern what is actually reliable and verifiable in regard to data source ● They all say they have the greatest data. The hardest part is keeping track of the fee especially as we try to push the segments into FB/IG and there is no "pull" system to report back to the data providers What has been the biggest challenge(s) in gathering reliable data from partners and third party providers?
  9. 9. What has been the biggest challenge(s) in gathering reliable data from partners and third party providers? ● Most of our first-party data comes from appending 3rd party data to our customers first-party records. We append everything from affinity to psychographics to purchase SKUs to get a richer picture of our customers and the data comes from multiple sources. No one source is outperforming the others but it's a combination of the modeling that works ● Transparency. Data partners do not want to share methodologies in how they source their data or the recency of the data
  10. 10. ● Accuracy (confirming the data is true), timeliness (confirming the data is fresh), and nulls (confirming the data exists at scale where we can do our modeling) ● Different partners not playing well together (especially Facebook). Doubleclick seems to be having more and more trouble with attribution, with some of the cookie blocking (i.e. new Safari defaults, etc.) in place. In general, reach What has been the biggest challenge(s) in gathering reliable data from partners and third party providers?
  11. 11. ● Different partners not playing well together (especially Facebook). Doubleclick seems to be having more and more trouble with attribution, with some of the cookie blocking in place. ● In general, reach reports seem extremely unreliable. ● Cutting through the b.s. Even when you know the right questions to ask, it takes time to find the right people that can answer them and then get a straight answer that is comparable apples-to-apples across partners. What has been the biggest challenge(s) in gathering reliable data from partners and third party providers?
  12. 12. What has been the biggest challenge to investing in advanced TV (OTT, CTV, addressable TV) ● Visibility into data and getting reporting details back ● The lack of measurement as it pertains to brand lift studies ● While we are capable of adding on first, third party, geo- location to Connected TV, it's hard to forecast our spend and what is scalable. ● I feel like Connected TV is where programmatic display was 8 years ago. Clients still want to buy shows, but we have to explain we are buying audiences. PLUS, there hasn't been an adtech partner that can passback the show the ad aired on (only the app)
  13. 13. What has been the biggest challenge to investing in advanced TV (OTT, CTV, addressable TV) ● Framing it as performance channel ● For us it's the feedback loop -- we feed an audience into these platforms but closing the loop as to whom was exposed and who actually converted has been the biggest challenge so far ● Difficulty in measurability driven by fragmentation ● High CPMs, ability to track results, and (on our end) having the appropriate creative available.
  14. 14. What has been the biggest challenge to investing in advanced TV (OTT, CTV, addressable TV) ● Convincing clients that it's worth the investment. If they're already doing TV, it can seem expensive and if they aren't already doing TV, it can still seem expensive or even daunting. ● We are internally super focused on making sure the right measurement plan is in place and that we maximize the impact (e.g. monitor reach and especially frequency) ● “The right delivery” At the premium CPM I want the right audience, with a premium content adjacency / experince.
  15. 15. What has been the biggest challenge to investing in advanced TV (OTT, CTV, addressable TV) ● Measuring impact on business. Marketing Mix Modeling and Multi-Touch Attribution opportunities are still limited. (MMM due to amount of spend and variation needed to be measured, MTA for tracking this touch point consistently through mix).
  16. 16. The one thing you would like all adtech/martech vendors to know before they meet with you. ● I need to be able to A/B Split test and leverage your platform to measure incrementality with ghost bidding so that I don’t have to waste my dollars doing an PSA ad ● Provide easy solutions for testing ● You can’t bullshit me. I’ve seen it over the last decade. Put away the deck and talk straight to me ● When talking about products, want to cut right to their core differentiator
  17. 17. The one thing you would like all adtech/martech vendors to know before they meet with you. ● What does a pilot look like? Everyone has the newest/most innovative/most trusted/most enter superlative here platform and wants an annual commitment. It's very hard to get companies to commit to short-term POCs ● I don ‘t care about your solutions, I care about creating good experiences and delivering value to the enterprise. Do one of those two things or pass ● I would like adtech/martech providers to be able to speak to what data will be available to us to allow us to verify their results.
  18. 18. The one thing you would like all adtech/martech vendors to know before they meet with you. ● My #1 priority is our clients' outcomes and those are all varied and unique. We can have a general sales conversation about the offering/tech, but ultimately I want to either see exactly how it's worked in a similar situation before or work together with them on a compelling test case. ● Coming to the table with your product’s unique value prop for how it drives my business is important. If your offering is duplicative to an existing vendor or lives within a competitive area then - then you need to prove that my time and resources are worth it. The juice needs to be worth squeeze.
  19. 19. ● Right now, VOICE ● Blockchain. Great idea if we had it in 2008. Not so great to try and get everyone on the same page to use it now ● Trying to develop a Tik Tok strategy when the technology is not there yet (I get asked weekly) ● Investing large dollars on Facebook with its walled gardens, self-policing and expensive CPMs seems overhyped to me ● Transparency ● Influencer marketing ● The death of the cookie. It will live, but be applied differently moving forward The most overhyped trend in digital advertising is…
  20. 20. ● I'm not convinced that audio advertising (podcasts, Spotify, etc.) is cost-effective ● facebook ;) The most overhyped trend in digital advertising is…
  21. 21. ● We talk about "emerging channels" as if they are something so totally new and different. These are the the "OG" media channels (TV, audio, OOH, and even mail!) with a new word in front of them. I think "emerging channels" will continue to evolve and get better but in the meantime....overhyped :) ● One of the core principles of a programmatic advertising in the early days was to streamline your buying process. Programmatic has actually created more complexity, but what it has done is make us start asking smarter questions about who our advertising is reaching and what the real impact is. The most overhyped trend in digital advertising is…

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