Marketers find the most success in their advertising campaigns when their messaging is combined with the effective audience targeting.
“It’s that perfect merging of art and science, and being able to put together the right creative that’s going to resonate with the audiences,” Brad Stockton, senior vice president of U.S. national video innovation at Dentsu International, said in this interview with Beet.TV. “Making sure that we’re getting that creative to the right audiences is truly that nirvana in advertising.”
Quality content helps to deliver prospective customers to advertisers, which also need to recognize the significant changes in people’s media consumption habits.
“Premium is the eyes of the beholder,” Stockton said. “In an on-demand world we live in today where consumers are choosing what content, when they want, how they want – versus appointment viewing – we want to make sure we’re showing with the right creative to the right person at the right time in a brand-safe and friendly environment.”
Dynamic Ad Insertion
Marketers are using more data tools to help identify the best ways to reach target customers. With advances to addressable advertising, they will be more empowered to personalize their messaging to individual households and consumers, and to do it more quickly with dynamic ad insertion (DAI).
“You have the networks who obviously make great content that brings consumers to the screen every single day,” Stockton said. That ability is strengthened “if you’re now pairing that with the data and technology and putting the right creative in front of the right household.”
Broadcast networks can work with their advertisers to improve the consumers experience, creating a win-win-win situation.
“It’s about collaboration,” Stockton said. “There’s an opportunity for all of us to come out on top. It’s about delivering the best experience for the consumer, and on top of that, the advertisers who obviously enable the content providers to make great content.”
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