In this session...
In a world where consumer attention is increasingly fragmented, privacy concerns are at a high and 1:1 targeting has become a thing of the past, how should brands navigate the tug-of-war between these two components of an advertising strategy? In this increasingly complex advertising environment, can the left-side and right-side brains of a brand work together in harmony to deliver results?
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When it comes to creating effective advertising and creativity, brands must resonate with today’s consumers. Data plays a vital role in ensuring that ads reach the right audience and brands can make informed decisions. In a world where consumer attention is increasingly fragmented, privacy concerns are high and 1:1 targeting has become a thing of the past, how should brands navigate the tug-of-war between these two components of an advertising strategy? In this increasingly complex advertising environment, can the left-side and right-side brains of a brand work together in harmony to deliver results?
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What You'll Learn from This Session...
- What has changed in the industry in recent years from consumer behavior to government regulations to brand advertising?
- Creative as the original method of advertising — how has its role evolved? When did data become so important and why?
- Technology has made advertising more measurable and accountable. Does this stifle creativity? What metrics matter most to tell the full story of a campaign’s success?
- How can brands set themselves up for success from a creative and a data perspective?
- How can brands apply both creative and data to their media strategy to drive results, esp. in a time where 1:1 targeting is becoming obsolete — how can brands approach ID-less data sets?
