COLOGNE – Turner’s Donna Speciale knows the value of consumer data for advertising targeting and has been working with AT&T as it prepares to unveil its future at The Relevance Conference later this month.
“I’m thrilled to be attending the conference in the next week or two,” she says. “I want to hear Brian’s vision from him and his team,” she adds in a reference to Brian Lesser, who is CEO of the current AT&T Advertising & Analytics unit. “I think it’s going to be so exciting.”
Speciale, who is President of Advertising Sales at Turner, is already in sync with Lesser and his people, she explains in this interview with Beet.TV at the recent DMEXCO 2018 conference.
“We’ve been working together for the past few weeks collaborating with both our teams,” she says. “And what’s so exciting is that both his side and our side, our visions have been so much aligned. So I’m looking forward to hearing what he has to say and what our clients have to say.”
Like many others, Speciale is keen on knowing how AT&T plans to use customer data for better targeting of ads across media. “At Turner, we’ve always put the consumer at the center. We have been doing that for years.”
She talks about the company’s efforts to reduce commercial load “because the experience is so important to us of how our viewer really feels, making content more relevant, targeting obviously is definitely something that we have been focusing on over these years.”
With advanced targeting data, “I think addressability is what’s really going to be popping. That’s really where our vision has been for the past few years.
“It has to start with audience, that’s what we’ve been focusing on, now getting the data from AT&T is going to make that even more rich and viable and the next portion of that is going to be addressability.”
This video is part of a series leading up to and documenting the AT&T Relevance Conference in Santa Barbara. For more videos from the series, please visit this page.