Data, addressability, and RampPups—oh my! Day 2 of RampUp 2020 is a wrap. Here are some of the key insights that bubbled up today:
Insight 1: Addressability requires an ecosystem based on trust
One of the most popular sessions of the day was “Maintaining Addressability in a Changing World,” featuring a panel of industry leaders looking to solve the issue of addressability in a changing ecosystem. LiveRamp’s VP of Strategic Partnerships, Travis Clinger, discussed how as an industry, we need to focus less on technology and more on trust, and building that trust with consumers. MediaMath’s Global Head of Ecosystem, Jeremy Steinberg, echoed these sentiments and cited that the only way for addressability to work is to give consumers ownership and consent.
Part of rebuilding our ecosystem involves setting ground rules and regulations for the industry. In her closing keynote, Recode Co-Founder Kara Swisher noted, “Nobody asked for a seatbelt, but it was the right thing to do.”
Insight 2: Personalization is subjective
In a dynamic discussion on “Harnessing the Power of Data + Creative,” TBWA\\World Health’s Walt Geer exclaimed “we’re too worried about scale. We need to think about the customer journey in terms of touch points: how do we communicate with consumers when and where?” But how personalized is too personalized? Joanna O’Connell, VP and Principal Analyst at Forrester, thinks personalization should be consumer-driven and self-directed. Moderating a session titled “Personalization Strategies across Online and Offline Channels” with mParticle’s Todd Schoenherr and Greg Carr from IBM Watson Advertising, she posited that this could even mean that sometimes the right level of personalization is in fact no personalization at all.
Insight 3: The future of TV is multiple fronts
The future of TV remained a hot topic at RampUp. Multiple panels on streaming wars and outcome-based measurement highlighted the danger of losing the power of TV. Will TV be dragged down like digital in the pursuit of performance-based results? Michael Piner, SVP of Video and Data-Driven Investments for Mediahub, said “it takes a lot of patience and courage to balance upper-funnel and lower-funnel objectives.”
Our job as agencies is to make advertisers understand the value of each—brand ads can create demand and outcome-based ads can capture leads on the bottom.” There’s no reason advertisers can’t do both brand and outcome-based measurement. In fact, they shouldn’t hesitate to start testing to find the right balance for their company today.
Do you know what your company’s annual beer budget is? Turns out, it may be bigger than your company’s entire diversity and inclusion budget. In today’s session titled, “Achieving the Diversity Trifecta: Technology, Leadership, and Policy-Making,” an all-star panel discussed how overcoming this major industry issue requires investment, not only of time but of allocated resources, and how designing more equitable systems requires commitment from everyone—not just HR or recruiting. What’s a good start? Learning how to better support underrepresented groups wherever we may work.