Making Brands “Futureproof” by Understanding the Next Consumer, UM’s Nathan Brown on the #BeetCast

On this week’s BeetCast, we caught up with Nathan Brown Global Chief Strategy Officer at UM, for a chat about innovation and how his agency is partnering with brands to make them “Futureproof”.

Futureproof is the global positing of UM.

Key to success is identifying the future customer for a brand’s goods and services. In our chat, Nathan speaks about the power of data in targeting future consumers and he explains the value that IPG’s Acxiom unit brings to making this solution possible.

Great conversation. Thank you, Nathan, for speaking with me.

Thanks to our podcast sponsor Mediaocean

And thank you for listening. I hope you enjoy the episode.

By E. James Ford on January 17, 2022 @ejimford

Recent Videos

Neutral OS for CTV Improves Viewer Experience, Advertising: Xperi’s Chris Kleinschmidt

LONDON – Every major brand of smart television has its own operating system to run apps for connected television, but this predicament isn’t ideal for consumers who want a user-friendly experience. Xperi, the parent company of TiVo, developed a neutral operating system intended to avoid creating another walled garden. “There’s the need in the industry […]

Mentors Can Play Key Role in Women’s Workplace Advancement: Effectv’s Pooja Midha

Women in the past 50 years have steadily risen into top managerial roles in the advertising and media industries, but there’s still more work to be done in terms of equal pay and greater diversity in the C-suite. Amid these efforts, women can help each other, a key theme of the “Lift As You Climb” […]

Our Consumers Insights Are Valuable Amid CTV Growth: PCH Media’s Chris Moore

SANTA MONICA, Calif. – While Publishers Clearing House is well known as a sweepstakes company, it has evolved in the past decade into a digital marketing and commerce company that has vast troves of opt-in data about consumers. This information is considered valuable as more households connect their televisions to the internet, opening up another […]

Sky Media Enters 2025 With Sport, Smarts & Science

The death of linear TV may have been greatly exaggerated, says a UK executive who has an expanding portfolio of live sport, coupled with a growing range of ad-tech products. “We talk a lot about the demise of linear TV and I certainly don’t see or feel that,” said Ruth Cartwright, Investment Director, Sky Media, […]

Generative AI Can Be Your Creative Assistant: Moloco’s Berger On Marketing Adoption

SANTA MONICA, Calif. – As CEOs, CMOs and agency clients demand AI strategies, marketing executives are grappling with how to harness the potential of artificial intelligence in its early, fast-evolving days. So, how have the early forays shaken-out, as we head in to 2025? “The smartest marketers that I talk with are really thinking about […]

As AI Takes Center Stage at CES, Consumer Data Still Rules: Epsilon’s Gillian MacPherson

CES 2025 is expected to showcase the ways that technology companies and makers of consumer electronics are adopting artificial intelligence to improve their products and services. For AI to be effective for advertisers and marketers, it needs high-quality data. “One of the things that hasn’t been talked about enough, perhaps, is the data that goes […]

Addressable Advertising Needs Reliable Data to Deliver Results: Blockgraph’s Jason Manningham

Addressable advertising is making great strides in fulfilling its promise to show different commercials to different households during the same television programming. These capabilities rely on various sources of first-party data, which advertising data and insights platform Blockgraph brings together. “Having really accurate first party data is critical for advertisers who want to reach their […]

TV Is Everywhere and Data-Enriched: Paramount’s Scoles

The worlds of television and streaming have blurred, and many children no longer recognize the difference between traditional television and apps, according to Travis Scoles, EVP, Advanced Advertising at Paramount. Scoles highlighted how this generational shift has influenced viewing habits and challenged the traditional definition of television. Speaking at Beet Retreat, he said TV advertising […]

Programmatic Tools Make TV Ad Campaigns Feasible for More Brands: Publica’s Cameron Miille

SANTA MONICA, Calif. – The software tools to automate the buying and selling of digital and mobile advertising are transforming the connected television ad market. The adoption of these programmatic tools are helping startup CTV apps to sell ads and making the television advertising more accessible to marketers with smaller media budgets. Programmatic is “lowering […]

Gen AI Unleashes More Creative Power for Advertisers: Adobe’s Sam Garfield

SANTA MONICA, Calif. – Generative artificial intelligence, the technology that powers popular apps such as ChatGPT, is changing the way brands and agencies develop campaigns, and the reshaping has only just begun. “Generative AI is going to be the most transformational technology in our lifetime,” Sam Garfield, head of digital strategy for communications, media and […]

Omnichannel Lets Brands Reach Customers Amid Fragmentation: T-Mobile’s Zapata

SANTA MONICA, Calif. – The fragmentation of media has made it much harder for marketers to achieve the kind of reach and scale they once enjoyed through traditional linear channels. But an omnichannel approach, informed by audience data, can help brands connect with customers more effectively across a range of different media experiences. That’s the […]

CES Helps Us Meet With Key Advertisers in CTV, Retail Media: Zynga’s Gabrielle Heyman

CES showcases the latest electronic hardware such as high-definition televisions, gaming computers, wearable devices and WiFi gear, but they all need software including videogames for the fullest “wow” effect. “We love going to CES. It sets the tone in a lot of ways for the rest of the year,” Gabrielle Heyman, vice president of global […]

OpenX’s Bohrer: Data-Driven Curation Is Changing Programmatic Ad Buying

SANTA MONICA, Calif. – Programmatic ad-buying has long relied on carefully selecting digital properties and packaging them for buyers. Traditionally, supply-side platforms (SSPs) like OpenX have curated ad inventory by choosing websites and apps, bundling them and making the packages available to DSPs through deal IDs. Advertisers then would apply their own first- or third-party […]

Albertsons’ Argyilan Wants More Businesses to Support Leaders’ Mid-Career Family Ambitions

Perceptions of women business leaders may have shifted in recent years — but is there still a misunderstanding about female leadership? In this video interview with Beet.TV, Kristi Argyilan, SVP, Retail Media, Albertsons Companies, said the distinction between the perceived styles of men and women leaders remains an open item for business to address. Meanwhile, […]

CTV’s Growth Will Pivot on Audience Data, Viewer Experiences: Mindshare’s Denise Ocasio

SANTA MONICA, Calif. – Connected television is in its infancy compared with decades-old linear television, and its ultimate success as an advertising medium will depend on a dynamic mix of influences. Two key components will be data usage and the viewer experience. “How CTV platforms use data, what integrations they’re looking at, who are they […]

Show-Level Data, Standardized Signals Top CTV Transparency Issues: Philo’s Aulden Kaye Yi

Connected TV (CTV) presents a paradox. It promises targeted advertising and detailed viewer data, yet simultaneously grapples with transparency and brand safety challenges. While advertisers yearn for show-level insights, the one-to-one nature of CTV impressions raises privacy flags. One executive pushing for greater transparency in CTV advertising is Aulden Kaye Yi, Head of Advertising Partnerships […]

Converging CTV & Ecommerce Will Be Key Theme at CES: Samsung Ads’ Courtney Howell

CES offers a window into the technologies that will make people’s lives easier to manage, and that’s especially true as artificial intelligence makes products and services smarter or more responsive to consumers. “AI and machine learning are a hot topic in our industry. I imagine there’s going to be a lot of conversation around AI, […]

Data Collaboration Is Key to Results-Driven Advertising: Snowflake’s Bill Stratton

SANTA MONICA, Calif. – It’s estimated that about 400 billion gigabytes of data are created every day, challenging decision makers to find the best ways to mine this information for insights. Because data is often spread among a variety of organizations including advertisers, agencies, media companies and ad-tech companies, collaboration is needed to unlock deeper […]

Addressability Relies on Data Insights That Ensure Proper Targeting: Spark Foundry’s Lisa Giacosa

Addressable advertising is an important tool in helping marketers reach television audiences based on key criteria, providing enough precision to ensure campaigns are relevant to viewers. Accurate information about consumers underpins these vital media functions. Addressability is “about having that data layer and understanding that data becomes humans and humans are data, and being able […]

Focused Content Signals Drive 7X Higher CTV Bid Rate: OpenX’s Close

SANTA MONICA, Calif. — Lack of transparency and data standardization are two of the issues plaguing the booming programmatic space, leading to inaccuracies and inconsistencies in how CTV signals are communicated and translated. To address these challenges, OpenX has taken steps to normalize CTV signals by distilling them down into a standardized, uniform taxonomy that […]

JourneyTV’s In-Car Screens Help Brands Reach Ride-Share Viewers: Uber’s Patrick Colletto

SANTA MONICA, Calif. – Ride-share giant Uber Technologies seeks to give brands a way to reach consumers as they take trips, whether it’s to the airport or the community shopping center. This reach not only includes its mobile app, but its growing JourneyTV network of tablet screens being installed into millions of ride-share vehicles. “We […]

Making Brands “Futureproof” by Understanding the Next Consumer, UM’s Nathan Brown on the #BeetCast

Share: Making Brands “Futureproof” by Understanding the Next Consumer, UM’s Nathan Brown on the #BeetCast

Direct Link:

Embed Code:

Recent Videos