This website uses cookies to ensure you get the best possible experience. See our Cookies Policy.

PMG Digital Made for Humans

iMedia Agency Summit 2014 Recap (Austin, TX)

3 MINUTE READ | June 9, 2014

iMedia Agency Summit 2014 Recap (Austin, TX)

Last month, I got the opportunity to attend my first iMedia Agency Summit in Austin. After four days of speakers, table discussions, one-on-one meetings with media partners, several networking happy hours and one big night out on Rainey Street, I have put together a few key points from the conference:

USING DATA TO COMBINE ART AND SCIENCEOur industry is chock full of data. It’s everywhere. And it is our job as the marketer to make sense of it and then in turn, drive successful campaigns. One of the larger themes of the conference was the idea of leveraging our current data to develop more effective creative. Aaron Fetters, one of the speakers from the conference from the Kellogg Company, said, “The incredible mass of data available today, when appropriately collected and analyzed, represents the science. However, unless this science better informs the art of world-class strategy, content, and execution development, we have fallen short.”

One of the good examples used throughout the conference was Netflix, who is continually collecting data from not only their users, but third party sources such as Nielsen. One successful outcome from utilizing this data was with the purchase of the “House of Cards” series, without even seeing a pilot episode. Netflix was able to pinpoint how successful the series would be based on the analyzation of their data.

Key Takeaway: Advertisers should utilize their first party data to make more informed decisions regarding not only creative, but what would resonate with their audience as a whole.

FINDING A PLACE FOR MOBILEWe as marketers have understood the importance of mobile for a while; the issue is finding where it fits. Many verticals, including retail, struggle using direct response dollars to fund mobile when the conversion rates just simply aren’t there. With the many sources of inventory and technology now out there, we must have a clear understanding of mobile partner inventories and capabilities before incorporating into a campaign.

Key Takeaway: As mobile device usage continues to grow, advertisers need to be informed about the limitations and opportunities within the space. When incorporating mobile into a media plan, consider the goals of the campaign and whether mobile is a good fit.

WEARABLE DATA?In a year where wearable devices have become more abundant, PMG taking part in this of course, we do not always realize that these are also a new data source. While these devices are not meant to be an advertising platform, over the next year, more conversations are going to be had on how to utilize this data for marketers. As this market continues to grow, it is our job to start understanding the value of these products and begin to question where these might fit within the industry.

Insights meet inbox

Sign up for weekly articles & resources.

Key Takeaway: The space of wearables continues to evolve and grow in popularity, and as advertisers, our challenge is to decide how we will be able to leverage this data and reach applicable consumers.


Posted by Maddie Marney

Related Content

thumbnail image

Get Informed

The Road to Recovery for the Travel Industry

5 MINUTES READ | November 19, 2020

Get Inspired

9 Predictions on the State of B2B

7 MINUTES READ | February 13, 2019

Get Insights

Navigating the Amazon Ecosystem

2 MINUTES READ | September 10, 2018

thumbnail image

Get Informed

Google Tools You Didn’t Know About

5 MINUTES READ | March 6, 2018

thumbnail image

Get Informed

How Ad Blocking Impacts Analytics Data

1 MINUTE READ | August 8, 2016

thumbnail image

Get Informed

Mobile Video :: Keys to Success

3 MINUTE READ | May 26, 2016

All POST