Little by little, an advertising world that, over the last couple of years, succumbed to the wonders of numbers and the transformative potential of data-driven targeting and buying, is course-correcting to remind itself of one crucial ingredient – people.
Now it is becoming increasingly common to hear even technologists and sales execs talk about “creative”and “engagement” just as creative media directors do.
“There is no shortage of companies rushing to do the ultra-targeting,” IPG Mediabrands global innovation officer Chris Stoller tells Beet.TV in this video interview. “Every day, our phone rings and it’s someone who has an idea about how to create more efficiency.
“The problems are, as we create so much efficiency, we lose a little bit of the humanity. How can you use ad-tech to get better connections?”
That will be a question IPG Mediabrands hopes to answer as it heads to the ad-tech conference DMEXCO in Germany, complete with a “partner pavilion” showcasing eight partners it believes embodies the “humanity” ethos.
“We see the landscape of trade shows as the World Cup,” Stoller adds, noting that the conference calendar begins with CES, moves to Mobile World Congress and Cannes Lions through the year. ‘The final stop of the 2016 tour will be DMEXCO,” he says. “It’s the one that will be most relevant. This is where change is happening.”
This video is part of “The Road to DMEXCO ’16,” a lead-up series with key influencers on the topics and trends to be addressed at DMEXCO. This series is presented by YuMe. Please visit this page for additional segments.