| A CYNOPSIS MESSAGE FROM HULU |
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| A CYNOPSIS MESSAGE FROM HULU | | |
ELSEWHERE…. Daniella Harkins, Chief Evangelist, Agencies at LiveRamp, appeared on two panels during AWNY: The Next Generation of Data-Driven TV and The Role of Identity in an Evolving Data-Driven World. So we asked her to explain about her mission at the event: "My goal is to leave an impression on the value – and changing nature – of data," she told Cynopsis. "As an industry, we need to accept the reality that data can no longer live in one place – regulation and business drivers are dictating that. Data should still be centralized, but also integrated through selective data partnerships…. Data partnerships are the future of data-driven marketing." And how did the title of "Chief Evangelist" come about? " I am very passionate about the industry, its evolution and how the intersection of data, technology and creative can deliver on the promise of great consumer experiences," she said. "As chief evangelist, my passion has evolved into a role where I've focused on evangelizing the power of identity and data connectivity." |
| A CYNOPSIS MESSAGE FROM HULU |
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TOP OF THE MORNING (Q&A) IV.AI's mission is embedded in its name: it's the market leader in automated language understanding, with a team that originated at Google, Amazon, Oracle, Spotify and Microsoft. But as CEO Vince Lynch told Cynopsis ahead of his two panels, Applied Artificial Intelligence for Enterprise... Really (on Monday) and How OG Brands Deliver DTC Results (Wednesday), it's not just about data points – people are still the most valuable asset. According to your first panel, you were discussing how data and machine learning add value to organizations. What does that actually mean? Lynch: In a nutshell, data and machine learning are adding value to organizations by simplifying how you mine the data for analytics and automate insights. Having a lot of data isn't usually a problem for businesses; the challenge is how do you store that data, clean it, manage infrastructure, and then run AI tools and machine learning models to drive understanding. Your company is devoted to the messages AI can discover inside data sets and numbers, but do people always want to ask about the human element? Lynch: There's always a human element. The data the AI learns from is often human, the models are designed by people, and the outputs of AI requires people to craft the data and filter creatively. AI works best as an augmented helper to enable human curiosity and supercharge the work people are doing. What's your super power? Lynch: Tricky. I can context switch quickly and filter a lot of data points. Which can also be my kryptonite. |
| A CYNOPSIS MESSAGE FROM HULU | | |
OTT VIEWERS, ADVERTISERS BY THE NUMBERS * OTT streaming video is set to increase 20% in 2019 to $2.6B * US advertisers will spend $69.2B on linear TV * 58% of US advertisers polled say that precise targeting is a leading benefit of OTT advertising * 204.9M people in the US are expected to view OTT content in 2019, up from 199.9 in 2018 * US users are spending 92.43 minutes per day with digital video in 2019, up 7.3% in 2018 Sources: Winterberry Group, Advertiser Perceptions, eMarketer Correction: In yesterday's newsletter a quote from Jon Schulz, CMO of Viant, was misattributed. Here, we present the quote again, properly sourced: Jon Schulz, CMO of Viant appeared on the AMA: Techlash is Here: What it Means for Marketers & Consumers in China & US panel on Tuesday, then sat down with Cynopsis to talk about how the conference was going – and what key trends he's been spotting. "The out-of-home advertising industry is making a big push this year with their OOH is Real campaign," he noted. "Practically anywhere you go you see digital billboards and signage. It's a fantastic medium that is maturing with its ability to hyper-target and be measurable, and Advertising Week is the perfect place to display its potential." QUOTE OF THE DAY "If I never hear another 'Despacito' rip-off song in my whole life I'll be fine." – Random delegate, rolling her eyes at the endless club-style dance loop playing throughout the conference TOMORROW AT AWNY The conference may end on Thursday, but stay tuned for a special newsletter from Cynopsis on Friday, including a Q&A with Hulu’s VP and Head of Integrated Marketing, Nicole Sabatini, who'll address the importance of advertisers reaching targeted, opt-in viewers. "We know for those who have opted in, there's still a responsibility to make that advertising experience a better experience for them," she says, plus a whole lot more. See you Friday!
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