OWNING THE NARRATIVE
Radha Subramanyam showcases that as the industry’s infrastructure evolves within a dynamic and uncertain economic environment, it is more necessary than ever to assert control over what can be influenced while keeping an eye open for further disruption.
These results generally ring true. People are leaning more on data- driven decisions and insight-driven decisions than before because there are too many unknowns. So the results showcasing that organizations are more and more supportive of research jives with my experience. Content taking a huge leap in importance in campaign planning as organizations evolve is how it should be. Ads, without our platforms, without content context, make no sense. We know that high quality content equates to high quality ad experience, so I’m glad that that’s front and center. Incidentally, I would also expect duration to go up because length matters. A ten-second ad as part of a one-minute experience is not the same as a 30-second ad in a 22-minute show.
“A ten-second ad as part of a one- minute experience is not the same as a 30-second ad in a 22-minute show.”
Diving in on where and how spend is being cut, it makes sense that organizations are cutting contractors before headcount because you want people with a long- term understanding and a long-term commitment to the business. You don’t want someone who’s coming in from the outside for three months to tell you because they won’t know your business. As far as the information around brand new partners, a couple of hypotheses. One is that it could be as you have to become more self-sufficient, you have to go to new vendors. So for example, if you switch from a full service vendor to your own direct solution, that could be accounting for it. So they’re different, not just that they’re new in the sense that one is a substitute for the other, but it’s more that you’re taking a more hands-on approach yourself. That’s how I see my world. We have a lot of new perspective, not because we’re replacing one full service company with another, but because we’re bringing more things in house.
Powered by FlippingBook