Data is now being used in some surprising places. And it’s even making the world a better place. It’s enough to warm the heart of the most data-driven marketer. Hear from The Ad Council as they take us on a journey to where insights create some of the most moving, effective advertising.

1. ASUMMIT17 | @ORACLEDATACLOUD
TONY FOLENO
SVP, Strategy & Evaluation
Ad Council
@AdCouncil
The Data Difference:
Using Data to Solve Real
World Problems

2. Nonprofit &
Government
Sponsors
Agencies
Corporate
Partners
Media
Companies
• Creative
• Media
• Digital
• Social
• PR

3. Annual Donated Media
$1.6B

4. We have our work cut out for us
• Media fragmentation
• Message clutter
• Data overload
• The need for focus &
clarity
• Logic vs. emotion
Smart planning helps us navigate these waters

6. Love Has No Labels

7. Promote inclusion
& reduce bias
Goal Mission
Combat bias
with love
Flood culture with
diverse, surprising
images & stories
Strategy

8. • Target audience:
• “Armchair
supporters”

10. LoveHasNoLabels.com

11. • 164 Million
• video views
Community and activism
campaign of all time
2nd Most Viewed
2.6 Million
video shares
$42 Million
donated media

12. 58% à 64%
discussed
discrimination with
friends or family
61% à 69%
acknowledged they
can do more

13. An overwhelming response, mostly posiAve

16. • 31 million
• video views
• 61%
• awareness of the campaign
• Sustained growth
• in key attitudes & behaviors
ABer Just Two Months

17. Thank You
“Hate cannot drive out hate.
Only love can do that.”
Martin Luther King, Jr.