Advertising Week is that time of year where the advertising community parachutes into New York City for a whirlwind of content and networking. The convergence of agencies, brands, publishers, ad tech firms (and celebrities) creates a fast-paced showcase for industry best practices, predictions for the future and some stellar creative work.
With literally hundreds of sessions, sometimes it’s hard to get past the hype to really figure out what to take away. Don’t worry, we’ve got you covered.
Data is the road map for creative journeys
Oracle was joined on stage by several brands and their agency and media partners. A common theme weaved through multiple sessions is that data is a huge driver of engaging creative.
The topic was highlighted in “Data-Driven Marketing on Facebook: Benchmarks that are Changing the Game” by Josh Ehardt, Head of Innovation at Energy BBDO, “A lot of times, brands identify their target audience with certain characteristics, and sometimes those are dead-on and other times, those need to be more grounded in reality, like purchase data. Those data-driven nuances in the audience really help open the brand up to different creative opportunities.”
AOL’s SVP of Advertising, Marta Martinez echoed this in “Big Data, Great Creative,” saying, “If you use data to unleash creativity, you can create the content that consumers are telling you they want.”
Consumers still hate badly targeted ads
Ad Blocking was still the topic on everyone’s lips, just as it was last year. Consumers are frustrated by the frequency, irrelevance and poor user experiences in digital advertising. The pervasive view is that better targeting will help alleviate this problem. Oracle’s Head of CPG Brand Strategy addressed the issue in the session “Programmatic Target Practice,” saying, “Advertisers can win back consumers who have started blocking ads by fixing the experience first. There’s no way to sustain quality publishers without advertising, but by making the experience more positive, this can be achieved without leading a consumer to block the ads.”
The industry still needs education around cross-device
What do we know about cross-device? We know that consumer adoption of multiple devices and their need for a seamless purchase journey has made it essential for marketers to create fully connected campaign experiences. In, “Truths and Lies with Cross-Device ID,” Oracle Data Cloud joined the Direct Marketing Agency with a coalition to take a critical look at identity based marketing. As Dave Kohl, CEO of Morgan Digital Ventures pointed out, “The typical consumer researches a product across 3 or more devices before making a purchase,” which means that marketers who do not adopt identity solutions will be left holding the shopping bag.
The problem is that while it’s now an essential part of marketing strategies across all verticals, the vendor landscape is confusing and best practices are still emerging – and not all solutions are created equal.
The DMA partnered with Oracle Data Cloud and 13 other organizations to help solve some of these challenges by releasing the RFI template. The RFI template seeks to align best practices about what marketers should be asking in RFP’s around cross device solutions and was launched to a grateful audience at “Truth and Lies with Cross ID’.
Want to learn more about what Oracle was up to at Advertising Week? All session recordings are now live. Also, don’t miss the fall release of our publication, The Data Source which features 20 thought leadership articles on our data-driven world.