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Mumbrella360 video: You got served – How to avoid ad technology working against you

In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event. 

Bryan Melmed

Bryan Melmed, vice president of insights at Exponential, talks about the chasm between digital data and reality, why you can’t rely on data, how programmatic works, why we need to stop focusing on how we deliver ads, and how marketing is fast becoming a bit part in a story about tech investment – which is why we need to get back to basics.

“When everybody has lots of data it’s a great benefit to the industry but of no benefit competitively – data can inform your strategies and delivery campaigns but please do not sacrifice your goals on some sort of technological utopia you have been sold.”

Timeline:

  • 0:00 Introduction by Bryan Melmed
  • 2:35 Digital advertising sits at the intersection of science and humanity
  • 4:25 Digital advertising can become disconnected from reality
  • 7:00 Homeopathy, bloodletting vs traditional medicine
  • 13:00 Outsourcing will destroy our business… the trends that drive advertising
  • 14:00 Hewlett-Packard and Dell: case studies in how not to outsource
  • 15:20 Marketing mythologies: the market will not save you
  • 16:30 Market places and markets
  • 18:21 Programmatic advertising is like a commodities market
  • 19:22 Commodities are very good at establishing a price floor
  • 20:13 The differences between a Competitive Market with Distinctive Competitive Positions and a Commoditised Market
  • 21:30 Markets demand transparency
  • 23:00 The myth of the data – do not trust the data
  • 24:57 How data is blown up: data signals
  • 28:00 Ask your provider what they know about you, what data they have on you
  • 31:33 The ‘new’ Coke taste test case vs branding – marketing providing emotional satisfaction
  • 33:14 There’s too much focus on how we deliver ads
  • 34:07 More than 80% of people no longer notice banner ads
  • 36:00 The venture capital bubble and investor story-time
  • 38:00 Our industry is quickly becoming a bit part in a story about tech investment
  • 39:00 The myth of big data – adding more data to people has diminishing returns
  • 40:00 Get back to basics
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