Adblockalypse, bad targeting and too much content are the problem; data and creativity have to be the solution, argued speakers at DigitasLBi’s What’s Next…In Media conference.
Behavioural consumer data is the world’s major growth commodity, suggested DigitasLBi’s Paul Dalton at the agency’s What Next … In Media conference, accounting for a large part of the success of four of the fastest-growing companies in the US last year.
Telling brands that “it’s no good collecting data if you’re not going to use it”, Mashable executive director EMEA Ben Maher outlined the sophisticated real-time artificial intelligence that steers the digital media pioneer’s content at DigitasLBi’s What’s Next … In Media conference.
The prospect of an “adblockalypse” is driving brands towards content marketing at an ever-increasing rate, the managing director of Guardian Labs told DigitasLBi’s What’s Next…In Media conference.
If marketers do only thing in 2016, they need to get up to speed with the fast-emerging creative possibilities of mobile, according to Lucy Aitken of advertising magazine Contagious at DigitasLBi’s What’s Next … In Media conference.
Speaking at DigitasLBi’s What’s Next … In Media conference, a leading technology accelerator called for British marketers to follow the example of giants such as Unilever and Publicis by supporting nurturing UK tech and media start-ups.
Programmatic media buying now only has to engulf television before it can lay claim to a full-scale media revolution, the Rubicon Project’s Jay Stevens told DigitasLBi’s What’s Next … In Media event.