| A CYNOPSIS MESSAGE FROM HULU |
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| A CYNOPSIS MESSAGE FROM HULU | | |
ELSEWHERE…. The Future is Female winners were announced at Tuesday's concert (in partnership with Ampersand), which was headlined by TLC. The winners: Arnetta Whiteside, associate director, Research & Planning, Cultural Quotient, Publicis Media; Jessica McGlory, Director of Paid Social Media Marketing, Bombas; Amy Manganiello, Global Advertising Director, Reebok; Christena Pyle, Executive Director, Advertising, Time's Up; Maya Azzi, Director of Corporate Luxury Marketing and Strategy, L'Oreal; Jen Wong, COO, Reddit; Belen Marquez, Art Director, Droga5; Leena Danan, SVP & Managing Director, Horizon Media; Laura Fruitman, Co-founder, The Right To Shower, Unilever; Larene Mantel, VP, Advanced TV and Audio Strategy, Cadreon. ListenFirst's CRO Scott Levy appeared on the Social Shorts: Q&A with Leading Minds in Social Media panel on Monday, then sat down with Cynopsis to talk about how the conference was going – and what key trends he's been spotting. "The out-of-home advertising industry is making a big push this year with their OOH is Real campaign," he noted. "Practically anywhere you go you see digital billboards sand signage. It's a fantastic medium that is maturing with its ability to hyper-target and be measurable, and Advertising Week is the perfect place to display its potential." Jay Sethi, CMO of Diaego Beer Company and head of Smirnoff North America joined Orange is the New Black actress Laverne Cox on the Can a Brand Truly Be Inclusive panel Wednesday, and later told Cynopsis reporter Cathy Olsen, "Diversity and inclusion are really well rooted in our brand's history. We serve over 50 million people in the US. That means, by definition, we are diverse – every income bracket, race, gender. This is our consumer and we want to reflect that in our work." |
| A CYNOPSIS MESSAGE FROM HULU |
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TOP OF THE MORNING (Q&A) The pursuit of better, cleaner, more organized data solutions remains the holy grail for any number of companies attending AWNY, but two of them: Eikimetrics and Kenshoo, each have their own philosophy on how to make that work. Cynopsis got the lowdown on both approaches from Ekimetrics' general manager for North America Adam Rogers (making his first trip to AW this year), who appeared on Wednesday's panel Operationalizing the Customer Experience: Role of CDP; and Tom Affinito, VP for corporate development at Kenshoo, an AWNY veteran who says, "Advertising Week is like a 25th anniversary college reunion that happens every year!" Affinito will also appear on a panel tomorrow, Putting the Customer at the Heart of Investment Decisions. What are the messages you want your audiences to take away from your panels? Affinito: The message is simple: to unlock investments for innovation, and to uncover key insights for market advantage, marketers must move beyond a myopic focus on current marketing pixels and tracking data. Instead, we show that scaling a brand’s ability to learn about marketing’s impact directly from their customers, through scientific marketing experiments, provides a better foundation for identifying and optimizing effective tactics. Rogers: There are three key messages I want to make sure we communicate: Business First: Do not expect a CDP or any data project which is not perfectly aligned with the company strategic goals to have any ROI. Being technology-led can often limit adoption, overall value, executive support of long-term investment, and competitiveness. Customer Centricity: Whatever a brand chooses to set up should be a value driver for the customer. The more you know about how a customer behaves (and will behave) the better you can serve them, and that should be a primary focus. Change Management: The human aspect is as important as the analytics. The promise of technology, especially in the marketing field, will always be unmet without a good adoption plan to implement change and increase returns. Both of your companies are in the AI universe, but what about the human element? Affinito: Whether AI is replacing or augmenting people is a constant conversation. For some areas that have tight mathematical optimization models like marketplace bids, AI approaches have matured to the point where most marketers are happy to stop doing their hourly Excel pivot tables and leave it to algorithms to make economic adjustments in real time. In other areas, like optimizing media and creative strategy across channels for specific products and audiences, too many dynamics exist in consumer behavior and media usage for AI to currently act as more than an advisor or signal processor to highlight key areas for the human team. Our eyes remain wide open, always considering which decisions we should hand over to the machines, taking great care to consider unintended network effects or the scalability of bad software. Rogers: AI and advanced analytics are enablers of improving performance, but ultimately, they are just tools. A data platform is a powerful tool, but it is exponentially more powerful when it is working in synergy with the direct application of sophisticated thinking to produce novel insights and strategic planning. In our work, the human part is in who we are, how we work, and in what we deliver. What's the first concert you ever attended? Affinito: Seeing Suzanne Vega play live at a coffeehouse here in New York City in the late '80s. I was in college in New Jersey at the time, and after I accidentally stumbled upon her playing live one evening, I took the train into NYC for the rest of the week to watch her acoustic technique. I still get shivers remembering her delivery after all these decades! Rogers: I will win this question. My first concert was Young MC opening for Milli Vanilli. I was only around 11, so I couldn't stay for the whole time, but I did see Milli Vanilli do some sort of sword ritual with an audience member they brought on stage. I promise I was there for Young MC. Beat that!
Note: Interviews were conducted separately.
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| A CYNOPSIS MESSAGE FROM HULU | | |
ADVERTISING WEEK NEW YORK BY THE NUMBERS * Live TV median age: 56 * 77 percent increase in brand safety incident rate from 2015 to 2019 * Only 29 percent of viewing time is done by 18-49 audiences on TV * More than half of total viewing time is now done by 55+ viewers * 70 percent of brands experienced at least one unsafe brand exposure * 85 percent of households have fewer than 3 subscription services * $2.5 billion is projected for addressable TV spend in 2019 – but it's still just 3 percent of the total TV spend Source: Tubi panels at Story Crafters Stage QUOTE OF THE DAY "We have a swear jar at the office; if anyone uses the old term, they have to contribute." – Bob Ivins, Chief Data Officer for the recently re-named Ampersand, formerly known as NCC Media. No word on just how full it is yet. TOMORROW AT AWNY On the final day of the conference, panels include Capitalize on The Convergence of Linear & Digital; Disrupters & Provocateurs: Redefining 'The Medium is the Message' for the 21st Century; and The Combination of Influence & Authenticity Makes a Winning Team. Also look out for a Cynopsis chat with IV.AI CEO Vince Lynch, who explains that despite the grown of AI, "there's always a human element." Catch you then! Got something you want to share? Insights after a panel? Advice on where to find the best place for lunch? Then track down Cynopsis at one of the panels listed above, or ping newsletter reporter Randee Dawn on Twitter @RandeeDawn !
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