In the latest episode of the NDA podcast, Retail Media Age Editor Rebecca Sentance sits down with Meredith O’Brien, Group Agency Director at MiQ, and Paul McGee, Head of Video at Goodstuff, to unpack exactly how programmatic advertising can meet the challenges posed by rapidly-shifting consumer behaviour.
O’Brien and McGee dive into the complexity of the current media landscape, how advertiser outcomes are defined, and the challenges of solving for fragmentation, while also exploring the so-called ‘collapse’ of the funnel and how the advent of AI has upended the traditional customer journey.
They then take a close look at a case study that shows how brands – not solely well-resourced, major brands but also smaller, nimble emerging brands – can reach consumers and resonate amidst this fast-moving landscape. Working with Goodstuff and MiQ, challenger men’s grooming brand Dr. Squatch managed to successfully land its message with its target young, male, urban demographic via YouTube and CTV.
O’Brien and McGee also reveal how commerce data allowed them to understand exactly who the campaign resonated with and to link the upper-funnel messaging of the video campaign to retail sales.
The conversation is a brilliantly detailed ‘under the hood’ look at exactly how an effective online video and CTV campaign is built and executed and how it can translate into measurable results for brands.
Pulling back to look at the bigger picture, MiQ’s Meredith O’Brien also explores the challenges of linking channels such as CTV to tangible ROI, how performance metrics can be brought into an awareness-focused ad medium, and how an openness to experimentation and innovation helps advertisers to stand out.
