4C CMO Aaron Goldman and VP, Business Intelligence, Advertiser Perceptions Justin Fromm discuss recent research into audience-based advertising from 4C and Advertiser Perceptions on this webinar. www.4Cinsights.com/advertiser-perceptions
8. We as marketers are looking at different
media in silos, but, at the end of the day,
the consumer isn’t.
JEFF RATNER, CHIEF MEDIA OFFICER, iCROSSING
10. Some of these newer ad formats cannot really be
measured adequately within the newer tools that
track cross-media campaigns. Not having that, we
have to create proxies, or we have to measure
everything individually and try to figure out how
to piece together the story.
ANNA PAPADOPOULOS, VICE PRESIDENT OF MEDIA, SPONSORSHIPS, AND DTC
ADVERTISING, PRUDENTIAL FINANCIAL
15. Media has to be accountable to
sales conversions, and
leveraging audience data gets us
closer to that.
JEFF RATNER, CHIEF MEDIA OFFICER
iCROSSING
When you’re able to reach the
right person in the right place,
engagement skyrockets
LOLA OGUNYEMI, PAID SOCIAL TEAM LEAD
MERKLE PERISCOPIX
17. It seems like audience-based marketing is a trend,
but it’s more than that. We’ve mastered how to
collect and manage data. The natural progression is
to now take a people-first approach and use that data
to really connect with consumers where they are.
LOLA OGUNYEMI, PAID SOCIAL TEAM LEAD, MERKLE PERISCOPIX
20. We know that cross-channel audience buying to
manage frequency and sequence messaging creates
value. It creates a more positive experience for the
consumer and better outcomes for the brand. We are
able to do this to an extent within buying platforms
however walled gardens don’t offer the necessary
level of integration with the media landscape to take
this to the extent that I'd like.
RYAN STORRAR, HEAD OF MEDIA ACTIVATION AT ESSENCE.
23. In order to fully-deliver the value
proposition that we're describing
here, there's a role for adtech
and/or buying platforms to make
the themes that we're describing
here much more actionable.
RYAN STORRAR
HEAD OF MEDIA ACTIVATION, ESSENCE