At the latest Digiday Media Buying Summit, industry experts gathered to discuss the state of media buying, advancements in tech, channel challenges, and more. VP of Investment Solutions Sara Lemmermen and Associate Director of Integrated Planning Isa Brindza were excited to add their voices to the mix. In case you missed it, here are their top takeaways for brand marketers:
- Embracing AI, but With Caution: Agencies and brands are incorporating AI efforts to derive richer insights, advance measurement practices, and gain operational efficiencies; however, data quality and safety must be prioritized in AI initiatives as the nascent space develops at hyper-speed. Within that in mind, companies should assess whether managing and building internally or collaborating with external partners is most beneficial in the push to participate responsibly and effectively in this emerging opportunity.
- Navigating the Retail Media Space: The resurgence of retail media presents a massive opportunity for brands where media, data, and tech meet. To garner success, you must start with a clear strategic approach that goes beyond paid media activation and includes distribution, merchandising, and in-store experience. Prioritize measurement and assess success beyond just Return on Ad Spend (ROAS), such as considering factors like increase in shelf space and purchasing behavior that can inform brand loyalty and customer lifecycle planning down the road.
- Scaling Data Insights to Improve Consumer Experiences: Campaigns have more moving parts than ever. That’s why it’s critical for marketers to look holistically and efficiently at a brand’s overall advertising and outreach efforts, ensuring all elements are working in synergy to achieve campaign goals and deliver customized, impactful experiences to consumers. By scaling and leveraging smart data insights, brands can uncover new audiences they may not have previously prioritized, unlocking opportunities to develop a customized experience that drives meaningful connections with new groups of untapped consumers.
- Achieving Influence Through Quality Creators: Brands face a challenge in balancing authenticity and scale in their influencer efforts. It is more important to focus on quality versus quantity of followers when choosing the right influencer, so they can authentically craft brand stories, and brands can leverage paid amplification to scale the message even further across platforms. Influencers who don’t fit within quality standards can risk eroding brand equity and reducing overall campaign ROI.
