Advertising Week New York has officially ended but the wealth of insights shared during the four-day event is still accessible and available to watch on-demand until November, 30.
We’ve compiled some of our favorite content from the week below, including sessions on moving from talk to action with inclusive marketing, betting on culture as opposed to ads, maximizing CTV reach and more. Next month, on November 23, the event will continue with a return to global events, starting with the digital-only Latin America Advertising Week.
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Diversity, Equity And Inclusion: Perspectives On Authenticity
Anjelica Ortega Kempis, senior enterprise account executive at GlobalWebIndex led a discussion about data being used as “unique and beautifully diverse as the people it represents” and what that means for businesses. Kempis offered an overview of a diversifying population, identity at the intersection and the necessity of a mindset shift.
Key Takeaways:
- Americans are becoming older, more urbanized, more open-minded to diversity and inclusion (D&I), and are recognizing that identity goes beyond race.
- Americans’ connection with their heritage is changing and intersectionality shapes how Americans experience the world, therefore a mindset shift toward greater D&I is necessary.
- Social justice and D&I are driving consumers’ demands of brands as 33 percent of consumers want brands to support D&I, 31 percent want brands to be respectful and 28 percent want brands to be inclusive.
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Inclusive Marketing: Moving From Talk To Action
Imani Ellis, the founder of CultureCon and The Creative Collective NYC, hosted a discussion with Barry Wade, managing director of cultural partnerships and identity at OMD, and God-is Rivera, director of culture and community at Twitter, that addresses inclusive marketing and how marketers can break the cycle of “talk without action.”
Key Takeaways:
- The responsibility to create more inclusive marketing lies with all of the players within the advertising ecosystem.
- Brands, agencies and platforms are doing more to better represent and connect with consumers from historically excluded communities.
- There are actions everyone can take to hold ourselves accountable to ensure this effort is long-lasting and creates meaningful change.
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Bet On Culture, Not Ads With Triller CEO, Mahi De Silva
Marketing Dive reporter Peter Adams spoke with chief executive officer of TrillerNet Mahi de Silva about how Triller is owning sustained cultural moments, its acquisition of Verzus founded by Timbaland and Swizz Beats, Triller TV, and how the creator economy is shaping the future of marketing.
Key Takeaways:
- As government pressure mounts, companies are increasingly turning to Triller for its unique method of empowering creators to create culture, not ads.
- In order to create a cultural phenomenon through content, brands must recognize that tastemakers need a platform upon which to thrive creatively and to use short-form content as a gateway to more long-form experiences (where the monetization ought to be).
- A creator-friendly ecosystem matters for brands and marketers.
- Cross-media brand activations are the future of content.
Is Precision Possible? Making CTV Measure Up
Beau Ordermann, head of advanced TV sales and strategy at Yahoo, hosted a panel with Lisa Herdman, senior vice president and executive director of strategic investments at RPA, and Ken Norcross, senior director of data strategy at Vizio, about how the pandemic elevated connected TV (CTV) from an emerging channel to a leading one. The trio discussed how advances in CTV planning, data and measurement have helped advertisers utilize the medium to maximize reach.
Key Takeaways:
- Develop a best-in-class, full-funnel CTV strategy to reach your audience, regardless of category.
- The consumer experience is influenced by lots of media touchpoints across various devices and formats. That coupled with data showing that CTV helps drive lift when combined with other digital channels point to the importance of an omnichannel approach.
- The biggest needs or issues in the industry, according to Herdman, include the intersection of privacy and how that affects contextual targetability and, as a more immediate innovation, the industry’s collective ability to predict inventory for certain target groups.
- According to Norcross, the most exciting innovations Vizio is bringing to advertisers are its innovation team’s improvement on interactivity with the TV and the mobile device, in addition to unique content with brands tailored specifically to certain segments of Vizio’s audience.
Building Brand And Business Value Through Multicultural Community Engagement
Seraj Bharwani, chief strategy officer at AcuityAds Inc., and Ariela Nerubay, executive vice president and chief marketing officer at Curacao, discussed culturally relevant marketing, Curacao’s role in the Hispanic community, building brand trust and privacy. The two shared strategic business advantages that derive from strong customer relationships that nurture future growth opportunities—such as Curacao’s partnership with AcuityAds—and help the brand resonate with a diverse, multicultural community.
Key Takeaways:
- Broadly, it takes authentic engagement and participation in the community to establish trust. More specifically, Curacao has offered their “neighbors” access to items through their stores and has taken chances on them by offering financial guidance and lines of credit to immigrant families and underserved communities who need that jumpstart in life. The most important element in building trust has been the direct assistance program in partnership with Hispanic and multi-cultural non-profits where Curacao donates furniture and appliances to the most impoverished families in the community.
- Curacao wrote the playbook on how to attract Hispanic audiences through focusing on building relationships with community. Here, trust is the key factor. Doing so has secured a lifetime value with its customers.
- Curacao has multiple rules that keep its customers returning for 20 years or more, such as one that limits the prices and interest customers pay to those offered by competitors.
- Curacao nurtures its relationships by incorporating community center elements into its stores, for example by playing music the locals enjoy, by offering creative kid zones for little ones and cooking classes or education seminars for older children.
- The brand views the data it collects on customers as an asset that provides it with insights needed to help better serve those customers on their own terms; such as how well a customer pays, when they shop and whether they’d rather shop in-person or online.