Welcome to Fetch’s coverage of Advertising Week New York 2023! As the festival unfolds, we’ll be providing readers with real-time updates and delivering a comprehensive account of exciting, on-the-ground happenings.
Consider this space a front-row seat to insightful panels, inspiring speakers exciting events and more. Bookmark the page, keep refreshing and get ready for an immersive journey into the world of advertising.
Here are the top four trends we saw at Advertising Week NY 2023:
1. AI’s role in driving consumer-centric marketing
To no one’s surprise, generative AI was a presence at most Advertising Week panels. Here, most conversations focused on AI’s capacity to anticipate customer needs and driver personalized engagements. To stay ahead, businesses need to leverage AI in understanding customer behavior and proactively offering solutions.
2. Revolutions in retail marketing
This week was all about retail – media networks, disruptors and more. Speakers emphasized the need for data-driven strategies within the retail sector, highlighting the growing significance of real-time, purchase-based data in programmatic advertising. Fetch’s own GM of Retail and Restaurant David Parisi sat down with Evan Hovorka, VP of Product & Innovation at Albertson’s Media Collective, to discuss some of these shifts.
“Orchestrating the conversation across platforms that a shopper is interacting with is only possible with first-party data availability,” Hovorka explained. Retail-agnostic media platforms like Fetch can address common pain points by providing accurate measurement and data insights outside of a retail brand’s four walls.
3. Elevating consumer engagement
Many speakers and presenters discussed the shift towards a more holistic approach to marketing, emphasizing the importance of creativity and authentic engagement. There is a significant need for brands to go beyond signals and accessibility and to instead tap into the power of fresh, first-party retail data in order to personalize consumer experiences. This, in turn, can drive transformative programmatic strategies.
4. Building trust – and fighting fraud – with transparency
The need for transparency and trust was at the fore of many panel discussions. Experts stressed the significance of demanding transparency from advertising platforms, emphasizing the importance of advertisers to understand the intricacies of the products they use while actively monitoring campaigns for transparency.
10/19/2023 @ 1:17 p.m.
Demographics Alone Do Not Define a Group: Why Cultural Data Matters
Gregory Edwards, President & CEO of UniWorld Group, Inc. and Jamie Maw, Programming Director at Advertising week, explored the importance of cultural data in marketing to diverse consumers. He highlighted the challenges of reaching culturally diverse customers while adhering to privacy laws. Edwards also noted that finding the right advertising partner can create more effective and culturally relevant marketing. For example, Fetch allows brands to go beyond demographics, targeting users based on purchase behavior rather than gender or age. This helps brands create more resonant campaigns and, ultimately, drive incremental behavior.
10/19/2023 @ 11:17am
Creating Loyalty and Habit: Does it Exist?
Dane Matthews, Chief Digital Officer at Taco Bell, Kofi Amoo-Gottfried, CMO at DoorDash and Phoebe Bain, Senior Reporter at Ad Age, discussed the challenges of building loyalty and habit among consumers in today’s competitive market. In the session, they questioned whether true loyalty still exists. The evolving consumer landscape forces brands to engage effectively – like activating on Fetch – in order to foster loyalty.
10/19/2023 @ 11:07am
The Rise of First-Party Data: Why Mobile Apps are the New Goldmine
Aude Rey, Strategy, Business Development & Digital Transformation Head at Nestle Nutrition and Diana Tlapale, Head of LATAM & USA at amma pregnancy tracker explored the significant of mobile apps as a crucial channel for first-party data collection. Here at Fetch, we refer to our first-party data as being “zero-party” – consumers not only provide us with their purchase information, but we reward them for it in the form of Fetch points, the platform’s in-app currency. This allows platforms like Fetch to produce cutting-edge data-driven solutions for brands and advertisers alike.
10/19/2023 @ 10:00am
Ready for a Reset? Build Your Marketing Playbook Around the Consumer
Dave Peterson, Global Head of Retail Media at Epsilon, and Jenni Finch, Head of Media for Retail Optical North America at Luxottica, discussed the need to align marketing strategies around the consumer. They emphasized the importance of bridging gaps in technology and teams to create informed and intuitive consumer experiences.
10/18/2023 @ 1:08 p.m.
Revamping a Heritage Brand: How General Mills Made Gushers Relevant Again
Teman Evans, Global Head of Design at General Mills and Hamish Campbell, VP and Executive Creative Director at Pearlfisher delved into the revitalization of iconic brands like Gushers. They highlighted the challenges of making heritage brands relevant to new generations. Brands need to adapt to stay relevant in the ever-changing market, and platforms like Fetch can help brands like General Mills refresh heritage products for a new audience.
10/18/2023 @ 11:00am
Brand Safety vs. Ad Fraud: The Difference and Why it Matters to Brands
Mark McKee, General Manager at FreeWheel, Jon Vilade, Head of Advertising Sales at PREMION, Danialle DeLauro, EVP at VAB and Arielle Garcia, Fractional Chief Privacy Officer at ASG Solutions, discussed the critical distinction between brand safety and ad fraud in the advertising landscape. They highlighted the importance of transparency and its implications for brand reputation.
10/17/2023 @ 1:30 p.m.
Regain Control in a Privacy-Centric Future with Data Standards
Chris Comstock, Chief Growth Officer at Claravine, along with Lauren Fisher from Advertiser Perceptions, Jim Warner, Industry Field CTO at Snowflake and Therran Oliphant, Head of Data & Technology at EssenceMedia.com, discussed the need for data standards in a privacy-centric marketing landscape. Establishing an effective data strategy is crucial to ensure data consistency and value.
10/17/2023 @ 11:23 a.m.
CTV and Retail Media: How They are Working Together to Drive Results for Brands
Amie Owen of UM Worldwide, Ami Lathia of Roundel, Dan Mouradian of Innovid and Danielle DeLauro from VAB explored the integration of CTV and Retail Media Networks. The collaboration offers increased scale, engagement and precision for advertisers, underscoring the importance of adapting to the evolving advertising landscape and leveraging new opportunities to engage consumers effectively.
10/17/2023 @ 10:45 a.m.
Building a Transparent Advertising Infrastructure with Snowflake
Erin Foxworthy, Industry Principal for Media, Advertising and Entertainment at Snowflake, along with Mike McCarver, SVP of Data Solutions at Horizon Media, Kelly Metz, Managing Director of Advanced TV Activation at Omnicom Media Group and Mike Fisher, Executive Director of Investment Innovation at GroupM, discussed the importance of transparency in advertising infrastructure. They emphasized how and why transparency can be a strategic advantage for advertisers.
10/16/2023 @ 4:45 p.m.
That’s a wrap on Day 1 at Advertising Week New York! Don’t forget to stop by The Marketplace, Presented by Fetch.
10/16/2023 @ 4:15 p.m.
Is the End Near? Signal Loss is 6,000 Hours Away
Travis Clinger from LiveRamp, Samantha Jacobson from The Trade Desk, Patrick McCarthy of Dotdash Meredith and Giovanni Gardelli from Yahoo discussed the impending end of third-party cookies on Chrome. This shift represents a new era for engagement in digital advertising. They emphasized the importance of adapting to changes in the advertising ecosystem and transitioning toward sustainable, privacy-centric solutions to ensure brands can continue to engage consumers.
10/16/2023 @ 3:00 p.m.
How to Measure Physical World Attribution with Online Precision
David Parisi, GM Retail and Restaurant at Fetch, and Evan Hovorka, VP of Product & Innovation at Albertsons Media Collective, addressed the challenge of signal loss in marketing due to third-party data restrictions. They highlighted the fact that brands with first-party data, or partnerships with organizations like Fetch, should fare well in the impending decline of the third-party cookie. Hovorka noted that, “Orchestrating the conversation across platforms that a shopper interacting with is only possible with first-party data availability.” Parisi explained how Fetch can address pain points in the retail space, emphasizing the importance of accurate measurement and data insights – key offerings that Fetch provides to brands.
10/16/2023 @ 11:26 a.m.
Creating Powerful Omnichannel Experiences through Collaboration
Sarah Travis, SVP/President of Roundel, along with Mary Beth George of Target, Randy Limes of Mars-Wrigley and Carrie Sweeney of Pinterest explored how collaboration is key to creating seamless shopping experiences. The panel emphasized the importance of collaboration to deliver engaging and cohesive experiences, meeting consumers’ diverse shopping preferences to foster brand loyalty.
10/16/2023 @ 11:03 a.m.
Prove Me Wrong: How 360 Measurement Trades Assumptions for Better Performance
Eva Press of Meta, Shyam Venugopal from PepsiCo, Amit Sharma from Church & Dwight delved, Katie Haniffy from PepsiCo Beverages North America and Kathleen Ollen of Deloitte Consulting dove into the topic of effective measurement, emphasizing the importance of trust in measurement for advertising success. Adopting a 360-degree approach tailored to campaigns allows brands to better understand the customer as an individual, not as simply a member of a target demographic.
Cass Balzer is a Content Marketing Manager at Fetch. As a former journalist, she sees narrative structure as a powerful tool for both understanding consumer behavior and driving conversions.