First-party data and privacy-conscious identifiers like The Trade Desk’s UID 2.0, programmatic buying, and the integration of AI and machine learning.
Innovations like UID 2.0 will enable advertisers to gain deeper insights into consumer behaviour – allowing for more personalised and effective campaigns with better targeting precision. Together with more sophisticated programmatic buying, cross-device tracking and attribution will also improve for a more holistic view of consumer journeys. All while helping to ensure transparency and reducing ad fraud.
Furthermore, AI and machine learning will revolutionise audience targeting – enabling real-time optimisation and predictive analytics that reduces decision-making time.
Aniket Basu
CPD CDO, L’Oreal
Singapore
Singapore
“The interactivity of Connected TV – that's what drives higher audience engagement and deeper insights into campaign performance.”
Passionate about creating personalised and effective advertising experiences, Aniket champions leveraging data and the latest technologies – such as omnichannel – for brands. With a diverse range of expertise – strategy, planning, data analytics, ad tech, and first-party data – he's led innovation for impact across multiple industries.
LET’S TALK INNOVATION
What innovations do you see in programmatic that will redefine how advertisers approach audience targeting and media buying over the next few years?
In an increasingly fragmented media landscape, how do you enhance the value and effectiveness of omnichannel strategies?
Prioritising media strategies in an efficient way is key, especially in this fragmented age.
For omnichannel, this means delivering the right ads at the right time and place – to the right audiences. We do this by utilising data-driven insights to tailor content that fits placements, formats, and audience preferences of each channel. That said, we ensure messaging and branding stays consistent across channels with our integrated approach.
Next, it’s important for us to do continuous testing and optimisation – to refine strategies and maximise the impact of each touchpoint. With advanced attribution models such as Media Mix Modelling (MMM), we’re able to effectively optimise media while understanding channel impact. Having regular cross-media touch reviews enables us to identify growth opportunities too.
Lastly, collaborating with media partners ensures that we stay ahead of trends in an evolving landscape. All so that we can adapt our omnichannel strategies accordingly.
For omnichannel, this means delivering the right ads at the right time and place – to the right audiences. We do this by utilising data-driven insights to tailor content that fits placements, formats, and audience preferences of each channel. That said, we ensure messaging and branding stays consistent across channels with our integrated approach.
Next, it’s important for us to do continuous testing and optimisation – to refine strategies and maximise the impact of each touchpoint. With advanced attribution models such as Media Mix Modelling (MMM), we’re able to effectively optimise media while understanding channel impact. Having regular cross-media touch reviews enables us to identify growth opportunities too.
Lastly, collaborating with media partners ensures that we stay ahead of trends in an evolving landscape. All so that we can adapt our omnichannel strategies accordingly.
What are the key benefits of OTT/CTV and how do you measure its success in delivering effective programmatic campaigns?
Given its interactive nature and targeting precision, OTT/CTV can drive higher engagement with more personalised ad experiences. Its brand safety and viewability capabilities also provides deeper insights into viewer behaviour and campaign performance. To achieve success on OTT/CTV, creating high-quality engaging creatives as well as leveraging data in optimising ad placements and frequency is key.
For us, measuring success on this platform involves a combination of quantitative and qualitative metrics – including reach, frequency, conversion rates, and brand health metrics. Advanced attribution models such as MMM help us understand each channel’s contribution to overall campaign success; while cross-media touchpoints help us understand the impact on reach across age segments.
For us, measuring success on this platform involves a combination of quantitative and qualitative metrics – including reach, frequency, conversion rates, and brand health metrics. Advanced attribution models such as MMM help us understand each channel’s contribution to overall campaign success; while cross-media touchpoints help us understand the impact on reach across age segments.
This information is provided solely for background and is not a representation or guarantee
of any future performance.
