This was Advertising Week in New York City and industry giants gathered to discuss the state of advertising and marketing and what marketers need to do to get and stay ahead. Data was a big topic of discussion, with experts sharing information on what data marketers should be collecting and how they can use it to their best advantage.
Catch up on all of the marketing news from Advertising Week with these five articles and blog posts.
- Marketers Are Urged to Become Fearless. The New York Times: “It is rare on Madison Avenue to hear, at least publicly, suggestions that executives are scaredy-cats who are afraid to take risks. But those attending Advertising Week in New York are being advised — sometimes gently, sometimes forcefully — that to produce campaigns that will more effectively resonate with contemporary consumers, they must risk failing and risk alienating their target audiences. The purpose of ‘Fearless,’ a lively panel on Tuesday, was ‘encouraging and saluting marketers who say “yes”’ to risk, according to Dana Anderson, senior vice president and chief marketing officer of Mondelez International, the global snack giant.”
- How Marketers Can Communicate Better With Their Data Scientists. Advertising Age: “Data is shifting marketing from a relationships business to a numbers one, but it still can’t run without communication between people. Ashok Srivastava, Chief Data Scientist at Verizon, told Ad Age in this Advertising Week interview that marketers should know their problems and let the data scientist translate them into solutions.”
- Facebook’s New People-Based Ad Technology Is ‘Marketing Nirvana’. Adweek: “Facebook is finally sharing its deep knowledge of 1.3 billion users to power advertising across the Web in a way that marketers say is unprecedented, potentially enhancing their ability to target messages like never before. Facebook’s improved Atlas ad server will be fully unwrapped this week, and one digital advertising CEO called it ‘marketing nirvana.’ It’s the biggest step in unleashing Facebook’s reservoir of data to deliver ads outside its walls and across apps, the mobile Web and desktop, rivalling the infrastructure of the likes of Google, which has dominated digital advertising for a decade.”
- Video Marketing Must Be Tailored to Devices. ClickZ: “Audiences are consuming more video than ever, leaving advertisers tasked with the important challenge of creating digital video content that invites engagement across platforms and devices, according to an Advertising Week panel discussion titled ‘Sight, Sound, and Mobile: Video Marketing in a Digital Era.’ In the panel discussion, Facebook vice president of Global Marketing Solutions Carolyn Everson said that Facebook videos receive, on average, 7 billion views a day, with 65 percent of those views happening on mobile. Furthermore, mobile and tablet viewing increased 532 percent from 2012 to 2014.”
- How Data is Transforming the Way Agencies Work with Clients. iMedia Connection: “‘We’re swimming in sea of data and the potential to transform that data is massive,’ said Baba Shetty, Chief Strategy and Media Officer of Digitas during the ‘Making data actionable in the age of programmatic’ session at Ad Week. However, in order to transform that data, marketers must stop looking at empirical generalizations and start honing in on the specific. Agency marketers must analyze the rigorous, researched truth about their brand clients, their consumers, and the media that is used.”
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