Digitas’ Sarofian: Don’t Let Data Overshadow Creative

By on 04/04/2013 6:24 AM @daisywhitney

Technology might be moving the advertising industry along at a rapid pace, but marketers shouldn’t forget the power of emotion, says Stephanie Sarofian, Senior VP & Managing Director at Digitas, during an interview with Beet.TV at the Beet Retreat 2013 in Vieques, Puerto Rico. Numbers and analysis are absolutely vital in the unchartered territory of big data, branded content and multi-screens, but tapping into emotions via creative should not be neglected, she tells Ashley Swartz, the founder and CEO of the New York-based consultancy Furious Minds. “We have to use our emotions because that’s how people make decisions in the end,” Sarofian explains. “The tools we are using are important but we still have to get to the insight, and the insight brings us to an idea, and only then can we have some impact on the brand’s bottom line.”

When it comes to content creation, brands can learn lessons from newsrooms and news organizations about how to create, curate and organize content. For more insight into what’s next in partnerships and mergers in advertising, check out this video interview.

-Daisy Whitney

Recent Videos
Videology Sees Higher Pricing for Broadasters via New Alliance with Adobe

Adobe Primetime’s new sell-side platform (SSP) for broadcasters, which monetizes TV inventory via IP-connected devices, will drive higher prices and provide less waste for advertisers, says Scott Ferber, CEO of Videology in this interview with Beet.TV. The new solution called Adobe Primetime Media ...

Campbell Foster, Adobe Primetime
Adobe Teams with Videology for Industry’s “First” SSP for OTT

Adobe Primetime, the television and video services unit of the software giant, has launched a video ad sales platform designed for IP-delivered TV, in an industry first, says Campbell Foster, Director of Product Marketing at Adobe. The product, called Adobe Primetime TV Media Management (TVMM), was created ...

Essence Buy Keeps GroupM A Friend OF Google: Gotlieb:

FORT LAUDERDALE — GroupM owner WPP’s CEO Sir Martin Sorrell once famously called Google a “frenemy”. So why did GroupM recently acquire a digital advertising company ensconced in Google’s world? “We’re the guys who coined the term ‘frenemy’, and we’re not ...

MultiChannel Providers Zero in on Partnerships, Ad Opportunities

FORT LAUDERDALE — As multichannel video providers adjust to the daily shifts in the TV, consumption and advertising businesses, many are diving deeper into advertising opportunities. At the recent Beet.TV executive retreat, operators shared their vision on how partnerships look in the years ahead ...

Programmatic Experts Keen for Integrating TV and Digital Data

FORT LAUDERDALE — Marketers and agencies are trying to figure out how to manage the growth of addressable TV, especially as programmatic buying continues to overlap with the TV market. That was a key topic of discuss at the Beet.TV retreat in Fort Lauderdale on the programmatic opportunities in TV. ...

Yahoo Rolls Up BrightRoll & Flurry To Make ‘Cross-Screen Graph’

FORT LAUDERDALE — After having purchased mobile ad analytics firm Flurry and video ad tech outfit BrightRoll, which will be the name for all its ad tech, Yahoo is looking at combining the force of each to help TV companies retain viewers with cross-screen ad targeting. Speaking with Beet.TV, ...

Publishers Shifting To Improve Experience: Xaxis’ Schlickum

Over the last couple of years, the ad industry has put itself through the wringer, when it comes to the combined threats of fraud, viewability and, now, ad blocking. One of those, viewability, is improving somewhat, as publishers pare back and focus on quality, says a top programmatic ad exec. ...

Addressable TV Saves Advertisers Money: Rentrak’s Livek

So-called “addressable TV” promises to bring more-precisely-targeted advertisements to TV viewers via connected boxes and TV sets. And that is going to mean greater efficiencies, according to one ad tech exec. “Addressable TV is here,” says Rentrak CEO Bill Livek. “You have two ...

True Ad Personalization Will Never Happen: Modi’s Thissen

All the talk in TV ad land is about the prospects for super-targeting viewers of connected TVs with hyper-individualized ad messages. One school of thought says that kind of dynamic personalization is “science-fiction“. And a leading addressable TV advertising exec is similarly bearish. “I ...

Dynamic Ad Creativity Is Science-Fiction: Nielsen’s Solomon

The prospect that, in a connected era, TV ads could be assembled from multiple component parts to make up a 30-second spot that is custom-built for a particular individual viewer is getting some marketers is excited. But how viable is this idea, really? Nielsen’s precision and planning SVP Eric ...

Why Out-Of-Context Ads Can Work Best: Xaxis’ Schlickum

Despite the emergence of ads networks and individual targeting that allows advertisers to reach consumers on whatever site they may be, many ad tech execs say context – the art of simply placing an ad in a related publication or TV show – will continue to prove valuable. But can context ...

Context And Audience Go Hand-In-Hand: Xaxis’ Beaumier

The coming age in which TV adverts can be distributed to different individual viewers based on specific targeting criteria could, in theory, mean an end to the practice of buying ads against particular shows known to pull broad audience demographics. But one ad tech exec doesn’t expect a wholesale ...