Media Buying Summit Day 1: Using Technology to Better Reach a Changing Consumer

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Program buyers always have a lot of balance on the job, which is why it gets talked about so much every year.

DigiDay’s annual fall media buying conference kicked off on Wednesday, bringing media agency professionals together with leaders from marketers and technology companies in Palm Springs, Calif. The three-day conference will cover topics ranging from sustainability standards and economic uncertainty to automation and innovation. Types of measurements such as concentration.

The conference kicked off with Brent Porr, global client leader and president of Publicis Imagine, on how the global pandemic has shaped our attitudes and behaviors. In a conversation with DigiDay Editor-in-Chief Jim Cooper, he presented research from the team on The Great Reappraisal: How the Pandemic Era Affected America’s Attitudes, Values, and Behaviors and Changes in Post-Pandemic Attitudes. Our spending, personal lives and forms of entertainment.

Publicis Imagine finally concluded that most people have experienced significant life changes since the pandemic began. Poyer says 77% of people have achieved a life milestone in the past two years, such as starting a family or buying a home. This translates into shifting preferences in the way consumers shop, live and interact – and some of these preferences may be here to stay.

“Are these things going to stick?” Poyer said. I think there are things that stick across generations… There are a lot of changes in your life, but there’s very little that I believe brand relationships are a reflection of my life and that will make consumers hit.

Poyer believes this means brand marketing is making a big comeback. The pandemic has given many consumers time to reflect and refine the products and people in reality, and creating meaning by “slapping a logo” on a cause or idea is not enough to demonstrate purpose or political intent. “Take a stand on it. Brands need to drive long-term relationships, Poyer added.

Adam Simon, chief strategy officer at IPG Media Labs, had similar thoughts in another session looking at consumer loyalty and engagement beyond 2022. Simon identified four major trends that the IPG Media Lab is studying, from the evolution of brands to the product lifecycle.

One point Simon makes is that he sees consumers’ great desire to escape from real life in part due to the legalization of cannabis or psychedelics, as well as interest in the methamphetamine scene and even commercial space. All of these are becoming ways for people to cope and find new forms of entertainment and engage in social activities.

Simon cited the need for young talent to match new media investments for agencies that have been buying television for the past few decades. Although young talent is uncertain, especially about the economy, he believes that their “fresh blood” and creativity will be important as we embrace social and gaming investments.

Some of the changes they made in the workplace helped retain their talents. In interviews with prospective candidates and current employees, one big common denominator was flexibility in what people want in a job.

“A lot of it is about flexibility,” Simon said. It’s about more asynchronous methods of combating things like burnout.

Rounding out the day, Sargi Mann, Head of Global Active Practices at Group M Nexus, spoke about how agencies can invest wisely and strategically in times of crisis, especially as client expectations change. Data and technologies such as machine learning and artificial intelligence have become central to discussions with partners.

As Mann told Michael Burgi, editor-in-chief of media buying and planning at DigiDay, it’s not just about how much data you can get, but how much “value you can give.”

For example, while most consumers want personalization, they want data collectors to do it respectfully and provide value in return. Mann encouraged marketers to think of customers and consumers as people, not practices.

“Making sure that we’re able to demonstrate value and validate the results from the process before the dollars go out to the media outlets,” she said.

And ad tech was a continuing theme throughout the day. When asked what her advice was to not get distracted by the latest shiny things, Mann told the audience, “Look for longevity, not the shiny.”

https://digiday.com/?p=470521

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