'Data has changed the way brands view us': Disney chief to chair The Drum Digital Advertising Awards US
On the 25th anniversary of the first digital ad, The Drum Digital Advertising Awards US will once again be celebrating and rewarding the teams, individuals and the work that are making the biggest difference in the US industry.
"Digital has changed the way brands view us" Disney chief to chair The Drum Digital Advertising Awards US 2019.
Chairing the judging panel for 2019 will be Marc Mallett, vice president of performance advertising at Disney Advertising Sales. The judging panel also boasts experts from Pinterest, Xaxis Media Group, OpenX, The New York Times, 360i, LQ Digital, Mcgarrybowen and iCrossing.
"It’s hard to argue that the evolution of the use of personal data, inferred or otherwise, in digital marketing isn’t the biggest impact on the entire advertising industry," says Mallett. “Good, bad or indifferent, it’s changed the way brands view us, speak to us and sell to us.
“I hope the evolution continues and individual consumers can flip the script and start communicating through data signals they control back to brands to continue to increase the relevance of the advertising they are seeing ... and we are finally through the year of mobile.”
In his current role at Disney, Mallet helps bring customised linear and digital optimisation opportunities to advertisers across Disney’s portfolio of media networks including ABC, Disney Channels Worldwide, ESPN, Freeform, FX Networks and National Geographic Networks.
Mallet previously led ESPN’s advertising efforts across Asia as the director of sponsorship and advertising sales, ESPN APAC. Prior to this, he was director of audience and programmatic sales at ESPN, part of ESPN’s customer marketing and sales group. He was also a key member of the ESPN team assessing and launching the Disney-wide data management platform, helped launch ESPN’s first programmatic television initiative and the industry’s first live programmatic television spot.
Before ESPN, Mallet worked with Silver Chalice Ventures, helping launch 120 Sports, the ACC Digital Network, the Seasonx premium sports exchange and Campus Insiders digital properties. Prior to this, he was part of the group of Universal Music Group employees to launch Vevo.
On his role as chair of the judging panel, Mallet explains that he will be looking for a number of factors when it comes to choosing winners.
“It’s not one thing that creates a winning entry,” he says. “Keeping the client first, adherence to KPIs and budget are table stakes. It’s the intangible elements that help an entry rise above the rest; that said the majority of entries that make it this far have that 'It Factor'.
“But an entry that exceeds client expectations and delivers results in a unique and creative way has a strong shot at bringing home some silverware.”
These awards are now closed for judging. Nominations will be announced at 3pm EST, October 7, 2019 on the homepage.
Partners of these awards are Brightcove and Winmo.