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Series 1 : Episode 1 of The AdTech Forum
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🚨 Series 1: Episode 1 of The AdTech Forum🚨
This is the first episode of our 5-part video series talking 👨🎤 Creative 👩🎨 c/o of our partners, Flashtalking by Mediaocean
AdTechGod + Jeremy Bloom explore how #creative innovation can enhance the effectiveness of media campaigns with our first guest Bryan Simkins of Publicis / Publicis Groupe / Publicis Media / Publicis Production
This episode promises to deliver hard-hitting insights on an evolving industry and how creative plays a crucial role in optimizing media performance.
#theadtechforum #creativeadtech
Welcome to TheAdTechForum.com
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Transcript
Introduction to the Ad Tech Forum Series
00:00:06
Speaker
Oh, hello and welcome to the first episode of our five part series of the ad tech forum. We are so excited to have Brian Simkins with us today. This is the first part of a five part series that's brought to you by our great partners.
Meet Brian Simkins
00:00:21
Speaker
Flash talking by media ocean. Brian is amazing. He gets excited about living in a time where the world is just even more connected than it ever has been.
00:00:31
Speaker
He is currently the global EVP creative media solution at Kubla Sys, and I'm excited to have him here. Brian, welcome to the ad tech forum. Yeah, thanks so much for having
Core Purpose of Marketing
00:00:41
Speaker
me. I'm excited to talk through some of this stuff. One of the reasons why we thought you'd be one of our best guests and one of our first guests is because you know this ecosystem, you know ad tech, you know martech. What hasn't changed in this ecosystem when it comes to creative? Where have we not moved and innovated yet?
00:01:01
Speaker
Yeah, I mean, I guess I would say marketing's core purpose has not changed, right? So I think about marketing in its simplest form is the process of influence and impact.
00:01:15
Speaker
And so just from a fundamental standpoint, that hasn't changed since in 100 years, is the ability to reach people, influence them, they create some sort of desired response, which is ultimately a transaction or a sale. So I think foundationally, that hasn't changed. Now, the tools, the channels, the platforms, the technology, the data, all that's ever evolving and continues to evolve.
Business Functionality and Data-Driven Creativity
00:01:40
Speaker
I think that's what we spend most of our time as marketers responding to is the changes in the evolution of the technology is in the data structures that we're dealing with. When you think about. You think about all the different brands all the different marketers within our ecosystem. Who comes to mind is some of the top savviest marketers who's doing it right when it comes to all things creative.
00:02:04
Speaker
I think, I think rates are relative term. How's that? Well, I think businesses function differently, right? So depending on the nature of your business, I think what your goals are and how you produce creative and how you influence your customers may be uniquely different. How much access you have to customer data.
00:02:23
Speaker
where you have to reach people the environment to reach people all that you need to. The company rate and the nature of their business like as fundamentally as b to c and b to b like those are entirely different marketing ecosystems and strategy so i do i do think that somewhat somewhat relative in the in the context of this you know when we're talking about data driven creative and that sort of stuff i think you certainly see.
00:02:49
Speaker
People who are companies that are data heavy being advanced and those are, you know, anybody who has a direct access to the customer or is building a relationship directly with the customer, like that's certainly changed their business. You know, companies like Ecom and Hospitality and some of those are on the front end of that and have been. On the further backside and not to
00:03:15
Speaker
speak negatively of, but certainly the companies that are further away from the customers, which would be like manufacturers and those types of companies, are probably more nascent in the development. But again, the world of D2C and all these things companies are navigating, they're building that. I would use Disney as a wonderful example of that. So they were historically somewhat
00:03:36
Speaker
had a carrier or a cable company between them and their content or a studio, movie theater. But when you see like a Disney Plus arise, now Disney or Peacock, we all had to sign up to Peacock to watch a game last weekend. So many of these companies who have historically been one step away from their customers are getting closer to their customers and getting more customer data. And that's driving them to enhance the way in which they relate to and try to influence their customers.
00:04:03
Speaker
Really appreciate how you called out the different categories of e-commerce and hospitality. I agree, Disney does a fantastic job when it comes to the personalization of creative and they have so many different hallmarks to their brand.
Defining Good Creative
00:04:18
Speaker
Now, Brian, you've been in this game for a while and across all the different brands that you touch across Publix globally, technically speaking, how do you measure good creative? What do you do?
00:04:32
Speaker
I get everything's like, there's, there's, there's multiple dimensions in everything, right? Like how, how we think about it. So again, I, I, I think of, I, I'm not a creative expert. I'm not a chief, you know, ECD like that. That's not my career. Like they would probably maybe be more.
00:04:50
Speaker
more qualified to answer that question. I'm more of a technologist and an infrastructure person, right? So, you know, again, I would say good creative is quote unquote creative that works, which is a nebulous definition. So I think you have to go deeper into what are you trying to accomplish from a KPI and goals expect, you know, we can take historical marketing funnel as far as awareness, consideration, conversion, transaction, like those are things that
00:05:16
Speaker
are often put up against whether or not a creative is effective or not within a campaign. So I think that's a starting point is just developing those campaign objectives and goals. And then you do your best to determine if the creative is influencing the way in which you aspire for it to influence. Again, an awareness campaign of a brand or a new product is going to have very different works, right, or good.
00:05:41
Speaker
than something that's a lower funnel DR and is trying to elicit an immediate action or transaction. So I think that's how we dimensionalize whether or not creative works per se, or it's good. You touch on a lot.
Evolution of Creative through Technology
00:05:54
Speaker
I love this because this is, you know, 10 minute, like really fast kind of video series that we're doing. And you mentioned one thing that's really important, which is, you know, the foundation of marketing hasn't necessarily changed. The tools have changed. The capabilities have changed. The technology has changed, but as a core, we're still, you know, trying to achieve the same thing. But as we're starting to see data points change and as we're starting to see deprecation of cookies, like how do you see data and personalization
00:06:21
Speaker
playing a role and changing how marketers work over the next 12 months as we start to see the landscape change quite a bit. Yeah. So I think there's two large aspects to that. One, the tools that we're using are changing. So when you think about the ad technology itself, we use the term precision content, which has an orientation that we dimensionalized through what we call CMPs, which are composite
00:06:47
Speaker
mass producing many versions. I think creative in general is going through an evolution that web development went through 15 years ago, which is deconstructing the creative objects from the presentation of that presentation layer, which those of you who are web developers know any way from table to CSS and that sort of stuff. And that revolutionized web development when you start pulling that apart and styling the content differently than the objects themselves.
00:07:14
Speaker
I mean we think of percentage content at cmp's dco right which is flash talking would be a dco platform that's one of our primary partners and then obviously generative ai is creeping up on that so i think of it in terms of the tools. And then when you talk about data and personalization what we're dealing with a lot is building going beyond the tools but up.
00:07:34
Speaker
operationalizing the processes that teams have to go through because we're now crossing multiple parts of a holding company business unit organization.
00:07:44
Speaker
you know, we pulled it all apart about 15, 20 years ago, and now we're trying to bring it all back together, right? So we're trying to get creative teams and production teams and media teams to understand each other's language and vernacular. And there's probably not a lot of people who can seamlessly move across those fluently. You know, but our processes are around how do we create personalization at scale?
00:08:06
Speaker
which we think of in terms of you know kind of a six-part phase in which all the teams have to work together right so it's audience segmentation creation building content matrix is against those audience segments producing the content you know at a higher scale than we used to produce that.
00:08:23
Speaker
And then setting up and configuring that within the systems, getting it out there, and then optimizing against that, right? So we're working really hard organizationally on getting everyone to understand how that has to function. You know, we aspire to a day where, you know, it's a different ad in every home, right? Basically, based on what we know about you as an individual, you as an audience, or you as a household,
00:08:45
Speaker
We really spent the last 10 years in media building that infrastructure, and now we're trying to get creative in production to come up and enable the content that we can have that variety and variability just in those unique messages and have more relevance in what we talk to you about based on what we know about you.
00:09:04
Speaker
obviously being privacy sensitive to that. So privacy and personalization are always a double edged sword, but as long as it's permissioned, we hope that it adds value to the overall ad experience.
Conclusion and Series Preview
00:09:17
Speaker
Brian, I feel like you just coined the term creative evolution revolution, and I love it. I think it's great. You've been an amazing, amazing guest. I know this is very, very quick.
00:09:27
Speaker
but I really appreciate you taking time out of your day. Again, thank you to everyone who is joining the first episode of the ETEC Forum. This is brought to you by Flash Talking by Media Ocean. We've really covered a lot in a very short period of time. Stay tuned for more episodes of this series. See you all next week.