Lisa Utzschneider, chief revenue officer,
Data is disrupting the digital advertising industry. In 2016,
data will be a major agenda item for marketers, as they think
differently about how to use the most relevant data and make
smarter connections with their customers.
Scott Howe, CEO, Acxiom
Clutter, clutter, clutter. It's ad clutter and it's also vendor
clutter. The Lumascape has gotten out of control. This isn't my
observation, this is coming from our clients.
Jan Jacobs, co-founder, Johannes Leonardo
I hope that as it seems like the original digital hype and
confusion has blown over, marketers will come to realize again that
the thing that was most important before, still is – that a
brand needs a point of view.
Martine Reardon, CMO, Macy's
I think it's a toss-up between breaking through the content
overload (i.e. getting and keeping the consumer's attention) and
keeping up with her. The pace of change has never been faster, and
staying relevant in today's world requires making rapid decisions
with more information than we've ever had and that can sometimes
slow decision making down. Relevancy, authenticity, experiences and
great product will be what wins the consumer over and the marketer
who does that will have great success in my opinion.
Holly Zheng, CEO and president, BlueFocus International
The No. 1 challenge is all about making the right choices. For
instance, which types of businesses to invest in, how much
valuation can be set for a certain target company, what should be
the new skill set and knowledge we need to build to better fit
brand advertisers' new needs in such an ever-changing industry. And
also figuring out how to work together in a more collaborative and
seamless way, among brands, agencies, ad–tech companies,
publishers and even users.
Rich Stoddart, CEO, Leo Burnett North
The need to grapple with the accelerating demand for more
content and more types of content, as well as the imperative to
create that content with greater speed and at lower cost.
Joe Abruzzese, president of advertising sales, Discovery Communications
I think advertisers need to look at television as a long-term
investment and focus on putting the proper media mix together.
Jim Bankoff, CEO, Vox Media
Distinguishing premium quality marketing (context, performance,
creative, relevance) from bad advertising (interruptive, annoying,
irrelevant); consolidating around premium quality at scale in
Andy Polanksy, CEO, Weber Shandwick
Total spending on marketing services continues to grow at a
global scale, so we see a lot of opportunity given the evolution
going on in the digital, media and cultural landscape. But what
clients are looking for with their investment is integration in
their communication strategies. That includes PR, social, digital,
content marketing, advertising, branding, media, multiplatform
campaigns and so on. So our biggest challenge -- or as I see it,
opportunity -- is integration. Our imperative is to think bigger,
broader and in a more integrated way.
Eric Ashman, president, Thrillist Media Group
The rise of ad blockers and the extension of ad campaigns to
social platforms has created a real opportunity for meaningful
change in campaign measurement that premium publishers and
marketers should seize as an opportunity to evolve what digital
advertising looks like. Programs that integrate great creative,
branded content that is created to serve the target audience,
offline experiential programs, and social distribution can deliver
engaging campaigns that deliver the increases in brand awareness
and purchase intent that marketers are seeking.
Spencer Rice, CMO, SoulCycle
Communicating a brand story is no longer just about the
storytelling, it's about the channel or platform being used to tell
the story, how people are interacting with the content, and whether
they are emotionally connected to it, inspired to share it, comment
on it or otherwise engage with the content.
Jane Lin-Baden, CEO, Isobar China Group
On an industry level, the focus is how to really make data work
for brands and how to monetize data. We're hearing a lot about big
data, but the industry is still looking for a proven model for how
to use data to more precisely generate commercial value. This year
it's going to be important to integrate indirect data (research,
impressions, media results) and direct data (on real-time consumer
spending.) We have so many data silos in the industry, and everyone
claims to own a piece of data. A critical step to minimize data is
to create more data hubs that aggregate data from different
sources, especially real-time transaction data with data which
captures consumers' brand journey. For example, integrating real
time granular-level consumer spending data with real-time consumer
comments and perception of brands gives brands a better position to
correlate sales with marketing investment.