Lucy Hinton is SVP Consumer Success EMEA at Flashtalking, the advert administration platform that was acquired by Mediaocean in 2021. I not too long ago chatted with Lucy to seek out out extra about her function, put collectively a successful multichannel advert marketing campaign, and the way the adtech business may evolve over the approaching months.
Inform us about your function – what does a typical day appear like for you?
My function is de facto targeted on our purchasers and partnering with them to make sure that they’ll create campaigns that ship actual outcomes and join with their prospects. That is particularly crucial proper now, as manufacturers proceed to take care of a interval of uncertainty, uncertain of plan successfully for the following few months as a result of financial, provide chain or power crises – every of which have a huge effect on advertising and marketing budgets and promoting methods.
When it comes to what my typical day seems to be like, I kick off with the group every day name, which began in the beginning of Covid to exchange the tea/espresso chat within the morning and it’s nonetheless going two years later. It actually retains us related. Then there’s a mixture of company, consumer, companion conferences, inside/1:1 catch ups, pitch assembly planning, QBR (quarterly enterprise critiques) and at all times a every day check-in with the MD of EMEA. There may be additionally a LOT of tea consumed and possibly a couple of sneaky strokes with the cat! To not neglect my most necessary job of the week – researching a joke to share in my weekly name with Hotwire (our communications company).
What makes for a successful multichannel advert marketing campaign? Any stand-out channels, tendencies, or technique that you just suppose is vital proper now?
The basic a part of any multichannel advert marketing campaign is constant technique and inventive, no matter channel. A shopper doesn’t consider content material in the identical manner entrepreneurs do, so it’s necessary for entrepreneurs to create content material to match a shopper’s expertise and mix the promoting content material into the platform to create a constant and fascinating personalised expertise. Measurement can be key to a successful technique: you want to have the ability to be taught and adapt and with out constant measurement, that’s not attainable.
Unsurprisingly, TikTok continues to be sizzling property and has grown in reputation with advertisers over the previous yr. And it’s simple to see why. TikTok gives unparcelled entry to audiences which might be notoriously troublesome to achieve via conventional promoting and it has an instantaneous nature, invitation to take part and capability to steer the social dialog, which epitomises the fashionable nature of social media. Nevertheless, it’s necessary not simply to leap on a development if it doesn’t match along with your model id and types want to contemplate TikTok as one platform and a part of a wider multichannel marketing campaign.
We’re seeing increasingly more advertisers desirous to ship personalised messaging throughout all channels; social and CTV are particularly necessary given their growing reputation amongst shoppers. For this reason it’s necessary to decide on a tech companion that may span all platforms and walled gardens, to supply a really multichannel promoting technique.
What are your ideas on the delay to the HFSS advert ban?
When you imagine advertisements work (which I very a lot do), it’s a ethical problem to restrict promoting to youngsters. Adults could make up their very own minds about HFSS merchandise; youngsters shouldn’t be influenced by promoting. Nevertheless, advertisers want time to make sure they’ll adjust to the newest laws, have the data they want and be prepared for the modifications. Our business already has sufficient challenges being thrown at it!
I additionally suppose the federal government must go additional than limiting the advert business. Whereas this might have a constructive affect, extra must be finished.
2022 has undoubtedly pushed a shift in technique as a result of new privateness measures. What recommendation would you give to manufacturers navigating this new panorama?
The cluster of conversations round id, information, and privateness has by no means been extra outstanding within the public eye and altering technological and regulatory frameworks, from GDPR to the tip of cookies, are having and can proceed to have actual penalties for entrepreneurs. Nevertheless, it’s time to take motion and utilise the brand new options obtainable as a result of being caught up towards the deadline of cookie-deprecation just isn’t the place a model desires to be.
Over and above that, the important thing to navigating this new panorama is making certain that campaigns and techniques are essentially centred on offering personalised messaging. Take social methods for instance. Entrepreneurs want to make sure they’re tailoring their content material and fascinating with every particular person shopper, as social platforms are the place human connections are being made and types must faucet into this. In fact, information is a key a part of personalisation and so manufacturers want to make sure they’re complying with the newest privateness measures to construct belief and generate the insights to attract significant connections with shoppers.
How do you expect the adtech business will evolve within the subsequent 18 months?
If the previous few years are something to go by, predicting how the adtech business will evolve within the subsequent 18 months is difficult. There are such a lot of exterior components that might doubtlessly disrupt the market and the business – whether or not that’s as a result of well being, economics, provide chain, power, social protest, or one thing else – it could actually really feel like the one certainty now’s that we simply don’t know what the temper and sentiment will probably be in even six months’ time.
Nevertheless, what I can predict is that we’ll begin to see actual change occur, quite than simply being talked about inside the business! There’ll doubtless be a higher deal with measurement in a post-cookie world, and we’ll see entrepreneurs investing extra sources in cookieless methods and environments, notably on social and CTV channels.
What’s subsequent for Flashtalking?
Tons! We’re actually targeted on product innovation to make sure we’re offering companions with the fitting instruments, expertise and platforms to create seamless experiences for his or her prospects. Additionally, we’re already speaking to our prospects about how they’ll get forward of this yr’s Golden Quarter which coincides for the primary time with the World Cup – which could nicely be one of many first main world sporting occasions to be largely unaffected by pandemic restrictions since 2019.
Whereas some issues must be finished later within the yr to completely perceive what is occurring on the time and guarantee campaigns seize the fitting temper of the second, there are some issues manufacturers and advertisers can do to plan forward – and that features introducing programs that automate the optimisation and personalisation of artistic throughout channels now.