NDA, in partnership with Xandr, is collecting the views of some of our industry’s leading figures for their predictions on 2022 and beyond. Next up is Emma Jensen, Programmatic Director, Digitas UK.
How is collaboration evolving in your market to deliver better results for advertisers and better experiences for consumers?
In general, there has been a definite shift within the market over the last few years for the media process to be more collaborative between different elements. I am seeing conversations with different entities eg. Creative/Media/PR agencies becoming the norm, in order to deliver a cohesive plan to the client that really delivers an end-to-end experience for the consumer.
At Digitas specifically, we have continued to evolve how we approach briefs to ensure that collaboration is at the forefront across all relevant departments which we have found to be one of the key factors to achieve client success.
How are advertiser relationships with publishers evolving?
I think traditionally within digital there was almost an us vs them situation between agency and publisher, but over the previous several years I have seen more openness from both sides in pushing towards a common goal that will help drive the media industry eg. SPO, Transparency, product creation.
From this growth in evolution, advertisers are definitely seeing the benefit through multiple areas such as media planning, buying and education.
What role will contextual play in 2022?
Contextual targeting will not only play an integral part in media plans in 2022, but will potentially advance as a targeting strategy also.
Many of us are currently approach our media plans with a hybrid solution in mind – so combining first-party data, custom audience solutions and contextual targeting. As the year continues, this will become more standard.
As a targeting strategy itself, I’m hoping contextual will continue to evolve and look at the elements that can be included on a more regular basis eg. AI and publisher data points / to make it a more targeted tactic.
Is the demise of the cookie the end of personalised advertising?
Absolutely not, if anything I think personalised advertising will evolve and really be an area to watch.
We will still be able to tap into the stock standard data points eg. first-party, location, demographics, environmental data etc. but the demise of the cookie can potentially allow us to see more emotive creative being product by brands that will achieve a more meaningful moment, which could be done by tapping into not-so-mainstream elements such as mood and sentiment which contextual targeting can absolutely provide – so I’m very excited to see what will develop in the personalised advertising space.
