Events

CES and Other Inspirations for 2019

February 05, 2019
6:00 PM - 8:30 PM
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Zenith Media
299 West Houston Street, 10th Floor
New York, NY 10014
http://www.zenith.com
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Back by popular demand is the annual AWM Post CES Thought Leadership Event. This year’s focus is “Buzz Words and Reality Checks”. Our illustrious panel of female leaders will focus on identifying and discussing what’s “hype” and what’s “real” in media, marketing, and advertising in 2019 and of course how these issues will impact your business, you, your clients and your day-to-day. 

 Zenith Media's EVP, Strategy, Jane Lacher will lead the discussion with agency and media leaders who recently attended CES.  Panelists represent client, agency and media companies, including:

Kristen D'Arcy Vice President, Integrated Marketing & Media, American Eagle Outfitters, Inc.

Monica Fogg, Product Director, IBM 

Kimberly Thompson Executive Vice President, Managing Director, Spark Foundry

Heather Ripp, Sr. Sales Executive, Pandora

 

 

A special THANKS to Pandora for sponsoring the refreshments for this event.

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Buzzwords & Reality Checks Recap

A big thanks to all who attended our 2019 kick off panel, Buzz Words and Reality Checks, and a special thanks to moderator Jane Lacher, EVP Strategy Zenith Media, and panelists Kristen D'Arcy Vice President, Integrated Marketing & Media, American Eagle Outfitters, Inc.; Monica FoggProduct Director, IBM; Kimberly Thompson Executive Vice President, Managing Director, Spark Foundry; and Heather Ripp, Sr. Sales Executive, Pandora.

Our annual Trends panel usually sparks debate, but this year our panelists – who span all aspects of the media, martech and advertising industries – were unanimous in their views and focus for 2019 and beyond.

Top Line

  • Well-Deserved Buzz: Voice, Total Attribution Modeling, AI, & Personalization
  • Reality Checks: Virtual Reality, Podcasts, 5G
    • While these may become game changers, they’ve yet to reach the scale most advertisers are looking for. Then again, if you’re buying a specific audience should scale matter? Reality may be in the eye of the beholder
      • Virtual Reality has been the next big thing for years, but connectivity, enablement and accessibility are still a challenge
      • Podcasts, while admittedly hot, lack both scale and an ability to measure
      • 5G… here’s looking at you 2020

 

Breaking Down the Buzz

AI: AI and Machine Learning are used interchangeably, but they are actually two different things noted panelist Monica Fogg. “Machine Learning doesn’t have context, but it can do the math faster. That means that it can process campaigns faster.” Machine learning processes vast sums of data, learning new things, whereas AI seeks to mimic a human response, making a decision via context. 

  • Monica Fogg sounds off…
    • “Repeat after me: Chatbot is not a dirty word. It’s created a new channel and habit. It’s a direct system (for example, turn on the lights) but it’s not yet as contextual as we want. Yes, it’s great that you can tell me the weather but now you have to tell me what it’s going to feel like and what I should wear based on what’s in my closet.”
  • Kristen D’Arcy on current use cases:
    • We’re using chatbots as a customer service tool and have been able to apply learnings to real life interactions in store and online.”
  • Heather Ripp on the benefits:
    • “It helps provide more personalized experiences (by combing data)… hopefully without being too creepy”

 

Voice: Move over digital natives and make way for the “Voice” generation. While still in its infancy, Voice offers a massive opportunity for product innovation and a shift in habitual behavior. As one panelist noted, not long ago consumers used to be wary of buying things through their phones, but look at us now. Consumers are repeating that same wariness with voice, but much like mobile payments will slowly adopt the behavior.

  • Monica Fogg on planning for Voice now and in the future:
    • “How does the AI conversation of today influence the behavior of children? This is the voice generation. As we plan these experiences, we have to plan for children because they will be natives. The question is how do you design an experience for a young population as well as aging population?”
  •  Kimberly Thompson on the cultural shift posed by Voice:
    • “It’s a game changer. Today kids are getting socialization via headsets- playing a game with 6 other kids they’ve never met. We (Gen X) had physical childhoods. But this is an entire cultural shift in consumption.”
  •  Heather Ripp on the Voice opportunity:
    • “Voice activation, specifically purchasing though voice, represents a huge opportunity for growth and voice identity work. Right now only 3% of consumers are purchasing though voice but it’s growing…”

 

Total Attribution Modeling: Panelists reported that now more than ever, marketing is being held accountable. Expect continued pressure to ensure metrics keep up with touch points- even, and especially, when they aren’t physical

  • Kristen D’Arcy on attribution and accountability:
    • “We need to be clear about the role of media in advance, and understand that innovation can mean tradeoffs…We’re moving beyond last click attribution to multi-touch attribution; we want to eliminate our marketing blind spots.”
    • “Our CFO is just as important as our CTO and Data Group. Marketing is being held accountable. For example, Personalization sounds great, but how much better does it perform? What is the lifetime value of a customer and should we make an investment behind personalization?”
  • Monica Fogg on accountability:
    • “It’s same for product. If we make an investment, what is the return? What is the amortization of the investment?”
  • Kimberly Thompson on attribution:
    • “We need to connect the dots between channels, and the activation of the IOT. It started with search, but voice will force us to look at things holistically for attribution. For example, we’ll need to start considering things like voice completion rate.”

 

Personalization: The discussion regarding personalization veered between AI, Loyalty, Gameification and Privacy as our moderator, Jane Lacher, highlighted how the value exchange has changed with technology. The ability to personalize an experience down to a specific segment enhances the overall consumer experience. And these enhanced and deeply personalized brand experiences are becoming the foundation for evolved loyalty programs.

  • Monica Fogg on the value exchange:
    • “There’s a currency shift for high value information that hasn’t been commoditized. What am I getting in exchange? Better rewards on the backend? Designing better experiences?”
  • Heather Ripp defined a personalized experience as something that makes our lives easier. Provides “utility.”
  • Kimberly Thompson on meaningful personalized rewards:
    • “We’ve become trained by rewards. There’s a big opportunity for personalized gamifiation. For example, with the Apple watch I don’t want a pat on the back or “good job” message, I want you to play me my favorite song. That’s a reward. That says I get you.”
  • Kristen D’Arcy on understanding the types of experiences their consumers find valuable:
    • “We’ve actually hired a Data Scientist to help. Younger people want experiences and early access. We’re looking at ways to reward engagement, not just purchases.”

 

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Documents

Recap