Welcome to Next in Marketing

Jessica Peltz-Zatulove, Founding Partner of the venture capital firm Hannah Grey, says that marketers have no choice but to dive deeper into the creator universe, even if they find it ‘terrifying”. If they don’t, marketers may find themselves in direct competition with influencers. Jessica also highlights what she looks for as a potential investor in ad tech, and how she’s working to support more female founders.

Lee Brown, Vice President of Global Advertising at Spotify discusses why brands that have leaned into programmatic advertising have been hesitant to move more dollars into podcasting – until recently. Brown says that thanks to recent acquisitions and product launches – such as the Spotify Audience Network and a dynamic ad serving tool – the plan is to make audio ads more scalable and data-driven – just like the rest of digital.

Jerry Dischler, Vice President and General Manager, Ads at Google, shares why the company thinks the digital ad industry can’t afford to be timid in rethinking its relationship with consumers. Dischler also discusses why Google doesn’t believe any of the proposed cookie alternatives, such as the Trade Desk’s UID, are fundamentally different enough or will work long term. In the case of FLoC, Jerry predicts that while the solution may not be perfect – the open web will be better because of it.

Roku’s Vice President of Ads Marketing, Dan Robbins discusses why he believes the decline in linear TV ratings coupled with increased prices for TV ads gives Roku a wide opening. For top traditional brands, “that equation is no longer going to work” according to Robbins. He also dives into Roku’s evolution from a device manufacturer to the leading ad platform in connected TV and why he sees a huge opportunity for dynamic ad insertion in live TV in the near future.

Media Executive, John Kosner, who spent two decades at ESPN, discusses sports media’s challenge of catering to younger viewers, who have grown up with mobile devices and video games. Kosner sees Amazon’s exclusive deal to stream Thursday Night NFL games as an opportunity to completely reinvent how leagues engage fans- think Twitch- and is betting on other tech giants to follow.

The restaurant industry was already adopting digital tools before COVID. Mobile ordering, third-party delivery services, and digital loyalty programs were becoming brand differentiators, but the pandemic accelerated the digitization of the restaurant industry, forcing proprietors to choose between battling for space on delivery aggregation apps or diving head-first into the world of direct to consumer and mobile marketing.

Erin Matts, Global Chief Experience Officer at OPMG (Omnicom Precision Marketing Group), dives into the ongoing industry battles regarding how digital ad targeting will operate thanks to Google and Apple’s recent update to privacy guidelines.

Bonin Bough, Chief Growth Officer at Triller believes that the future of marketing rests in brands communicating directly with consumers via mobile phones. Bonin also provides insight into why Triller is investing so much in original series as he looks to build what he sees as the ultimate culture-defining video app.

Gabby Cohen, Head of Brand Marketing at Harry’s, discusses how CMOs are likely to be looking to tap into pent-up consumer demand this summer as vaccines are distributed more widely – and that marketers have the perfect opportunity to play a role in bringing back branded experiences.

Bob Lord, Senior Vice President, Worldwide Ecosystems and Blockchain at IBM, discusses how the advertising industry must come to grips with the fact that digital ad targeting as we’ve known it is vanishing – and why he’s actually okay with testing Google’s Federated Learning of Cohorts (FLoC) alternative.