In the fragmented media landscape, figuring out at what point do the marketing investments deliver optimal returns when seeking real-time targeted personalization and engagement can be a challenge for brands. The answer may seem simple, as in, “more data, better results.” But really unless brands are audience-led, regardless of channel, simply focusing on digital means missing out on the big picture, according to a new ‘Executive POVs on Audience-First Digital Advertising’ qualitative piece by Oracle Data Cloud, in partnership with The Drum.
The whitepaper looks at what brands—and their agencies—need to do to take advantage of an audience-first approach, what the barriers are in doing so, how they’re being overcome, and what the future might hold.
According to Wavemaker chief operating officer, Rick Acampora: “Agencies are able to deliver audience-first in different ways, but ultimately, it’s about how ready the client is to look at how they’re structured, and how they remunerate their agencies. If the client is still product-led and siloed, it’s harder for the agency to push an audience-first approach through.”
The research also explores the future of audience-first approaches, with a focus on the growing interest in second party data, the coupling of data and context solutions and the rise of dynamic creative optimization.
You can download the ‘Executive POVs on Audience-First Digital Advertising’ here.
This whitepaper is based on interviews with senior executives at brands, media platforms and agencies including Wavemaker chief operating officer,Rick Acampora; RTL AdConnect CEO,Stephane Coruble; Dollar Shave Club marketing manager, Connor Dault; Hewlett Packard Enterprise senior director, global media and social marketing, Chris Drago; Digitas VP/D programmatic media, Liane Nadeau; Publicis Media head of programmatic, Thaer Namruti; Vox Media head of research and insights, Hetel Patel; Pandora SVP agency and advertiser development, Alan Schanzer;Activision Blizzard Media head of global business marketing, measurement, and insights, Jonathan Stringfield; and Ignition Consulting Group founding partner Tim J. Williams.