FORT LAUDERDALE – One of AOL’s goals these days is to help guide ad partners through the complexity of today’s digital marketplace, says Marta Martinez, Global Head of Video Sales, AOL Inc., at the Beet.TV executive retreat this past weekend. “A lot of my role is education and working with advertisers on the best marketing tactics above the line and below the line,” she says, adding that consumer behavior data can help understand how to better reach viewers, whether through addressability, programmatic or other means.
For instance, AOL has access to data that sheds light on how consumers interact with its properties, and that data is useful to brand partners eager to connect with those consumers. About 50% of the Huffington Post audience, as an example, accesses content through mobile phones. That insight is useful when working to marry advertising to social distribution tactics, she says.
“Content and audience are the two realities that come together as consumers move through the purchasing funnel. The challenge is those two realities have until now lived in different silos. The work of agencies and advertisers is to bring those two realities together for consumers, and we are doing a lot to integrate those two pieces,” she says.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.