Interviews, insight & analysis on digital media & marketing

Cadi Jones, Pixability: “Anyone not using AI to scale their business is going to be left behind”

We’re talking to the supporters of our Trinity Lunch event. Next up is the brilliant Cadi Jones, Managing Director EMEA, Pixability.

Why is your organisation supporting the latest Trinity Lunch event?

We are thrilled to be involved with the upcoming Trinity lunch as we see it as an important opportunity to bring together thought leaders from across our industry in the spirit of open conversation. In this post-pandemic world, in-person connection feels more important than ever and something that we do not take for granted.

There are a lot of big shifts happening in our industry with the continued deprecation of cookies, increasing use of AI, and at the macro-economic level – it can be hard to keep up! We’re looking forward to an afternoon well spent discussing all of this – as well as catching up with old friends and meeting new ones.

What are the biggest issues your clients/customers are facing at the moment?

Like so many, our customers are feeling the impact of the economic downturn that has really taken a toll since the end of last year. Marketers and their agencies are faced with the task of doing more with less – whether that be decreased budgets or resources – our customers are coming to us for help in delivering against tough performance goals.

Additionally, they are feeling the crunch of trying to keep up with the pace of emerging trends and how to best take advantage of them. Part of this is helping them adapt to changing consumer behaviour caused by economic stresses. For instance – the cost of living crisis has impacted consumer behaviour with much of the population cancelling subscriptions and moving their TV habits to AVOD.

As an extension of their team, our customers look to us for help in testing out new ad formats and inventory on YouTube, a platform that we live and breathe every day. As YouTube is now the largest CTV platform, we’re able to share best practices and a level of expertise with our customers that helps them to navigate in this fast-paced industry.

What are the big priorities for your organisation this year?

One of our biggest priorities is continued international expansion so that we can best help our customers globally. In addition to growing our team in EMEA, we have also recently expanded into APAC.

Additionally, we are laser focused on expanding our product offering to our customer base in order to best help them make every impression matter – whether that means by driving better performance by improving how they effectively reach their target audience, finding that audience across platforms, or optimising their cross-platform reach and frequency. We are also committed to making sure that we are promoting inclusive media and working with partners who share this same commitment.

What do you consider to be the biggest changes to digital marketing over the last 12 months?

One of the biggest changes is the shift in how consumers are consuming media today. The increased usage of streaming platforms and the shift in how we watch television has been phenomenal. Driven by the rapid adoption of technology, the proliferation of choice and perhaps even a change in how we “relax”, it really has been interesting to see how YouTube has emerged at the top of the pack when it comes to the UK’s CTV platforms.

What trends are you seeing at the moment that might be important over the next 12 months?

I believe that AI is going to accelerate our industry in a way that we’ve not seen before. Anyone who is not leveraging this new technology already to scale their business is going to be left behind and I think it is important for everyone to familiarise themselves with its nuances and various use cases.

At Pixability, we leverage AI to help us solve complex problems on fast moving platforms, such as YouTube and ConnectedTV. Every minute, there is another 500 hours of content added to YouTube. There are billions of videos and it would take millions of employees to keep on top of – truly an impossible task. As a result, we rely on a combination of humans and technology to curate brand suitable and contextually relevant content that our advertisers can rely on to reach their target audience and see the results that they need to for their campaigns.

If you could make one change that would improve your industry as a place to work, what would it be?

We are lucky enough to work in an absolutely brilliant industry.  The pace of change keeps everyone on their toes, learning.  I’ve witnessed a huge change in the diversity of talent making it to the top of the industry, with women and people of colour increasingly taking their rightful place at the helm of AdTech companies.  My vote would be to keep that coming – with more opportunity for everyone to reach their full potential.