The nature of advertising is that it needs to evolve at the pace of technology and consumer behaviour. In today’s world, consumers are now harder to reach and engage through conventional advertising. Thus, innovation needs to find opportunities for brands to grow.
When it comes to innovation, we think a lot about how to create more relevant consumer experiences. This starts with finding smarter ways to better understand consumers – using multiple data sources to predict behaviour, delivering results-driven and personalised ads to the right audiences, and improving measurement and optimisation methods.
As we discover new ways to connect with consumers, it’s also important that we embrace innovation to create new processes for more collaborative and efficient ways of working.
Nic Jones
Head of Strategy, APAC, Group M/EM
Singapore
Singapore
“Advertising needs to evolve at the pace of technology and consumer behaviour for greater long-term success – that's the nature of our industry.”
Spearheading integration across teams to create integrated brand experiences, Nic is a pioneer in finding new ways to enhance consumer journeys. With 16 years of expertise in strategy and client leadership, he’s all about embracing innovation and technology for better retail experiences – to make sure ads reach the right audiences at the right places.
LET’S TALK INNOVATION
How does innovation shape the future of digital advertising, and what role does it have in driving long-term success?
How do you leverage the power of retail data to deliver engaging retail media experiences that meet evolving consumer needs?
As client demand for data-driven personalisation increases, we’ve harnessed retail data from The Trade Desk and retail media to create relevant consumer experiences across APAC. There are a few key areas we’re exploring to enable clients to anticipate consumer needs:
Unified customer data platforms to create 360-degree views of each customer. Integrating data from various sources – online behaviour, purchase history, loyalty programmes etc – this enables granular segmentation and personalised recommendations.
Contextual advertising to deliver relevant ads based on real-time browsing behaviour, search queries, and location data. For example, a customer searching for running shoes could be shown ads for related products like sportswear or fitness trackers.
AI-powered product recommendations to utilise machine learning algorithms to analyse customer data and predict preferences. All this to enable dynamic product suggestions, targeted offers, and personalised content.
Unified customer data platforms to create 360-degree views of each customer. Integrating data from various sources – online behaviour, purchase history, loyalty programmes etc – this enables granular segmentation and personalised recommendations.
Contextual advertising to deliver relevant ads based on real-time browsing behaviour, search queries, and location data. For example, a customer searching for running shoes could be shown ads for related products like sportswear or fitness trackers.
AI-powered product recommendations to utilise machine learning algorithms to analyse customer data and predict preferences. All this to enable dynamic product suggestions, targeted offers, and personalised content.
How has retail data elevated your broader advertising strategy?
It’s helped to drive greater contextual relevance and deepen our understanding of consumer intent. After all, retail data isn’t just about using past data but leveraging it to anticipate consumer needs.
With The Trade Desk’s UID 2.0, we’re able to access valuable customer data in a way that is privacy conscious. Along with dynamic creative optimisation, we get to assemble ad elements in real-time – language, imagery, offers – to create highly targeted and personalised campaigns for millions of users across APAC.
Last but not least, retail media platforms have allowed us to use closed-loop measurement – tracking the entire customer journey from ad impression to purchase. Overall, enabling us to understand the true impact of our campaigns for optimisation against ROI.
With The Trade Desk’s UID 2.0, we’re able to access valuable customer data in a way that is privacy conscious. Along with dynamic creative optimisation, we get to assemble ad elements in real-time – language, imagery, offers – to create highly targeted and personalised campaigns for millions of users across APAC.
Last but not least, retail media platforms have allowed us to use closed-loop measurement – tracking the entire customer journey from ad impression to purchase. Overall, enabling us to understand the true impact of our campaigns for optimisation against ROI.
This information is provided solely for background and is not a representation or guarantee
of any future performance.
