Forecast 2019 - Fighting the Attention Wars http://bit.ly/2FTajn7
Alex: Trends in consumer behavior? Adjust your bets?
Geoffrey: Getting harder to find folks in true mass media. It will get complimented with a more surgical approach. David: with brand building of mass awareness and using data to ID who’s getting ready to buy a Casper mattress today. But someone still needs to know that brand when they go to make that decision. Premium high quality video does that well. Role for that long term complimented by the precision of data targeting and advance TV. Colleen: abilities with data wail enable us to follow consumers through entire journey. How to connect that? use data to get smarter there. Mobile will be critical. Albert: We’re going the way of the Millennial. Our behaviors like a shift toward what they do. Keeping pace with their personal evolution. Challenge is at what point will they engage and you can capture them? About surgical measurabiulity. Define when you can get them downstream. At what point are they going to lean in and buy what we’re selling? What is the one that is in context to bring them into a lower funnel opportunity. Alex: Measurement is still fragmented, imperfect, but so key to entire ecosystem. What changes to the world of measurement could happen this year? Geoffrey: Hopeful that cross platform identity solutions will prove profitable. Albert: will come down to individual model. When you look at the notion of data science. A culmination of measurement techniques. Data management, social monitoring, social data, plus what the client has in terms of market research to tell a story. The sum of the parts will mean something, not just a singular answer. Media landscape is too vast. Appropriate resources for your cocktail in terms of measurement. Data science that has a modular approach to input. Alex: It’ll have to be more bespoke. What will have to change to get brands to understand one size fits all doesnot apply? Geoffrey: as advertisers work to make their businesses more unique, just plugging things into a black box isn’t going to be good enough. Alex: GDPR last year, talk of some sort of privacy regulation coming to north America. How To protect balance between data mining and privacy? Colleen: as GDPR like initiatives come here, important to be . As consumers start to question trust, will be a critical piece of equation. Also how brands speak to their consumers about this. Geoffrey: What value is the consumer getting in exchange? Not enough discussion about the value of using that data. Albert: disclosing level of transparency and value proposition. How are they going to get personalized products, exclusive ops. Problem is chasing transparency from the back end. The consumers aren’t stupid. They know there is no privacy. Companies can get ahead of this, make it part of our vision, mission, readership rhetoric, you’d disarm consumer mindset about what it means to give ups the information. We have a backwards philosophy about it. Not the right moral approach to take. David: Do people care enough About giving up privacy, having phones tracked. I don’t know that they care enough. If they don‘t care, lawmakers aren’t going to push to make those laws. fairly loose rules about it. People too comfortable with conveniences it providesa? Alex: Seems like a positive way to engage with consumers, to say here’s what we’ll give you in return. What can brands do to get in front of that? Alex: When you look at landscape, is brand safety a problem this year? Albert: should be foundational. You add brand safety as part of the cost structure. You just do it, don’t talk about it. It will be the client expectation. David: there’s content you don’t want to be anywhere near but there’s a middle ground of not objectionable but not high quality content, doesn’t have the same resonance that you have when TV brings. Grey area advertisers need to work their value exchanges. that area is the middle area, the idea that you don’t know what you’re getting will have aggregators on a buy, what am I getting? There isn’t a good answer for it. Different than TV, where value needs to be analyzed deeper. Oleg: like antivirus on computers. One step behind someone who is developing a virus. We need to have it available to be as sure as possible we are preventing exposure. Be realistic about cost of doing bsuiness. Coleen: becoming table stakes. We hold our partners to. On us to make sure partners are keeping up with the times. Geoffrey: wherd in the funnel we’re engaging the consumer. Higher in the funnel we might have different tolerance,. Alex: Ad fraud. DOJ put down first indictments a few months ago. FTC has signaled interest. What needs to happen to minimize risks? Geoffrey: when you’re focused on non business metrics, there is much more concenr, where it needs to be cleaned up. Alberty: when you look at impressions and clicks, those need to be the elements that justify the insertion order. Move beyond that as pertains to actionable behaviors that shows intent. Clicks not enough intent. Impression is not intent. Behavioral intent. They mean a lot less when client is getting ROI. If selling high level metrics, going to struggle because clients know how much internet is being churned by people who can’t afford it vs. older with time. Have to move into a space that’s beyond impossible for a bot to accomplish. Store visits, for example. Then the bot convo is not much of one for the client. Oleg: bots are trained so well. Cost of doing this is slow. Cost of entry is low for bots. Alex: push toward private marketplaces. How do you see balance between private and open? Which is better for media? Alex: Voice. Amazon doesn’t allow on Alexa but Google, Apple, are investing in voice assistants. How are you thinking about voice? Geoffrey: depends on the brand. Unclear what problem voice is the solution to? if it’s not addressing a consumer challenge ... used to be five years of mobile, we’re way past that now. Maybe that is the first year for voice. Albert: UX will be the thing. People struggle With trying to map out what they can’t see. Do lay out entire journey on voice, understand where voice is more convenient. Easier to talk to phone for directions than tapping on an app. Consumers who use voice will be ahead, voice apps will start to replace the apps we know. Until there is expertise honed around the UX I don’t know how far voice will go in the near term. Alex: Digital OOH. Merging old and new worlds? AlbeRT: lack of investment. Add that, tech can come, robust dashboards, advanced measurements in tracking. Foot traffic attribution can be tied an dtethered to something else. That’s the key. Gives it new meaning and value. Resurgence around the power of what it can do. Formats will proliferate. Will be a great thing. Figure out how it fits in the story line. Oleg: Fewer players to begin with. Environments tend to be safe. meas Colleen: We’ll see OTT increase and grow over other mixes. Oleg: Adoption is growing faster tha predicted. We need to measure it now so we don’t trip up. People didn’t use mobile web, they went to apps. OTT is great opp to get it right, how to measure that environment realistically. Geoffrey: challenge is that there are so many ways to get infront of the same person. Tremendous cost to testing all those, dollars and time. I wonder if we’ll see consolidation? Does the world need 35 separate pipes to get to the same screen for one person? Albert: Almost like two last miles for OTT. It’s ability to keep pace with mobile. OTT is tracking to have same ability at the back end. Partners have mobile but targetability is the same, make it hard to deny for that last mile, people who protect the linear institution. Going to be cricket sin the room, why are we spending money on linear when we can do OTT? Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH January 29, 2019 at 09:24AM
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