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 Pete Markey, CMO, Boots.
What are the most exciting innovations in planning, buying and delivering digital advertising?
For me it’s the opportunities presented using first-party data to better connect with audiences, using technologies such as InfoSum and Live Ramp, and the chance to provide an even better customer experience and more meaningful brand experience for your customers at the right time in the right channel.
What channels provide the most exciting opportunities for digital advertising in 2022?
There are lots of exciting new areas but shoppable TV for me is really exciting and at Boots we’re just now piloting this with Sky with QR codes on our value TV ads linking straight through to the pages on boots.com with the products and offers in the ad.
How will the role of the creative agency evolve in 2022?
This will change to deliver richer content faster and at greater scale to meet the even greater personalisation opportunities available to brands.
So pace without sacrificing quality will be key.
How will the distinctions between brand and performance advertising evolve?
These worlds will come together even more.
Broadcasters such as ITV and C4 via InfoSum providing a way for brands to deliver more personal ads to consumers via their online channels for me is the perfect fusion of how the world of great brand and great performance marketing can come together and be highly effective.