According to GroupM’s Rob Norman, the more that data is at the center of advertisers’ strategies, “the more value you’ll find in addressability and other forms of targeted TV, because what you put in is a significant determinant of what you get out… It’s about creating really high-quality seed data.”
Norman, senior advisor at GroupM, tells Beet.TV that seed data serves as the platform for building out audience “cohorts,” which Norman says can serve stronger results than one-to-one marketing. One-to-one marketing has been held up as a golden industry standard that advertisers continue to strive to reach, in contrast to the broader reach one-to-many strategy. Addressable and targeted advertising is lauded for its efficiency and personalization, but Norman argues that in some cases, a cohort approach is more effective: It provides reach while still targeting the right consumer, and doesn’t belabor the point around needing hyper-specific audience data for every campaign. He gives the example that one brand marketing shampoo for all hair types should take a much different approach than a brand marketing shampoo for curly hair, or shampoo for curly haired people experiencing hair loss.
A focus on data is set to be at the center of CES 2020. In the lead up to the show, Norman says that he expects to see an emphasis on intelligent information and inclusive technology that extends beyond the world’s more affluent customers dominate next year’s show. While last year’s focus was on assistance in technology – the Alexas and Hey Googles – this year’s will be on connectivity.
“The world generally, and I hate to use the word at my age, is rather more woke than it has been in previous years,” says Norman. “People are right to expect that there are holistic implications of the use and progress of technology above and beyond smarter, faster services and products for what is effectively a luxury goods audience of the richest billion people on the planet.”
Norman believes that the work at the show will revolve around bringing down digital divides instead of increasingly raising them. People want to see how technology can improve the world, not separate it, and the role of technology will shift in that direction. Additionally, Norman says that he expects to see intelligence applied to information and “imagination in ways people have set about solving problems and being smarter and more aware of what’s going on.”
This video is part of the Beet.TV series title the Road to CES 202, a preview of the topics expected to be explored in Las Vegas in January. The series is presented by Samsung Ads. For more videos please visit this page.
