How can advertisers navigate all the change and uncertainty in the TV landscape? We called on two of our experts to find out.
AdExchanger’s 2017 Industry Preview has come to an end, leaving plenty for marketers to think about as they approach their digital strategies and plans this year. If you thought 2017 was going to be a simple year in digital, think again.
One major theme of the today’s presentations was the increasing desire to better track and manage the cross-channel client experience.
Frightening --> "46% of millennials would rather lose a finger than their phone." Research shared via Patrick Keane @sharethrough #IP2017
— R. J. Talyor (@rjtalyor) January 19, 2017
At the end of the day and effective audience data strategy is a combination of art, science and... common sense #IP2017
— Alessandro De Zanche (@fastbreakdgtl) January 19, 2017
@adexchanger Managing the data: Delivering good customer experience means knowing what they want and need. @Acxiom @annekagupta #IP2017
— Network of Giving (@NetworkofGiving) January 19, 2017
With more time spent using multiple devices, consumers are growing tired of the increasingly disruptive nature of ads. During the Measuring Data panel, Anneka Gupta, Director of Marketing at LiveRamp, cited this intrusion as the main reason why consumers are turning to ad blockers.
This is leading to the emergence of better and more effective native units. Unfortunately, consistent adoption of standard attribution KPIs is lagging behind in adoption.
"A single native ad can deliver as much meaning as 300 banner ad impressions" @phkeane @sharethrough #IP2017
— Inneractive (@Inneractive) January 19, 2017
"If the room was filled w/ attribution experts, none of them would agree on the best method for attribution" @ericeichmann @criteo #IP2017
— LiveRamp (@LiveRamp) January 19, 2017
So, what should you take away from this year’s Industry Preview? Gary Vaynerchuk, CEO of VaynerMedia, said it best in his opening remarks on Day 1:
Best quote from #IP2017 thus far "If marketing was math, we would have figured it out a long time ago..." @garyvee at @adexchanger
— Jill Rowley (@jill_rowley) January 18, 2017
"In 2017 managing data #crossdevice will be the only way to keep up with and meet expectations of consumers." #IP2017 @eMarketer pic.twitter.com/xRYzg8xBhu
— Adbrain (@AdbrainTech) January 19, 2017
Reaching your customers at relevant times with content they can relate to – and, not to mention, in the most ideal format -- is not an easy task. We should not pretend like it is.
It’s looking like 2017 will be a year focused on delivering what consumers need and are asking for, not what we think they want.