MIAMI — New technology means changing priorities. And marketers’ top priority is now being usurped, as new opportunities present new primary goals.
That’s according to one ad-tech exec who spends his life talking with brands about the changing nature of their work.
“Used to be, marketing was perceived as a cost center and the primary mission was to build brand – called ‘the brand thesis of marketing’,” Jason Baadsgaard, chief revenue officer at video ad technology firm Eyeview Digital, tells Beet.TV in this video interview.
“What’s been happening is they’re increasingly being asked to invest marketing dollars to drive top-line sales – the ‘investment thesis of marketing’, and they’re much more invested in driving the outcomes.”
What does this boil down to? Historically, brands have been satisfied to use TV, and its large, mass reach, to address broad audiences, happy to consider that TV ads raise the profile of brands at customers’ early point of purchase consideration.
But now that TV is turning in to connected internet video, more is possible. Eyeview Digital commits to guaranteed sales returns for the video ads it helps brands place.
“As we’ve talked to marketers and done surveys, the brand thesis has always been number one,” Baadsgaard adds.
“But it’s poised in the next year or two to become number two behind driving sales. So there’s a tremendous need for solutions in market to drive sales. It’s the number one thing marketers care about.”
Earlier this year, Eyeview took a $21.5m investment to further invest in its sales, marketing, and engineering efforts.
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
This interview was conducted by MediaLink marketing and technology solutions MD Matt Spiegel.