Advertising industry leaders discuss how they’re adapting to the current market, impacts from the pandemic and changes in identity. These videos are part of two TransUnion-sponsored series on Beet.TV. View the full Navigating Accelerated Change series here and The New Media Reality series here.
In response to consumers’ quickened adoption rate of digital technologies, marketers are adapting strategies, embracing data-driven marketing and personalization and working to build an understanding of identity signals. Watch this video to hear TransUnion’s EVP Matt Spiegel explain how these changes may impact media buying models and expectations as marketers navigate the rest of 2020.
COVID-19 hit the auto industry especially hard. In this video, Nissan VP of Marketing Allyson Witherspoon chats with TransUnion’s Matt Spiegel about Nissan’s agile approach to satisfy new consumer needs, buying behaviors and expectations. Hear how Nissan re-evaluated messaging practically overnight and remains focused on driving relevancy across campaigns.
As shelter-in-place orders hastened consumers’ adaption of new digital technologies, the need for relevant messaging and targeted campaigns was underscored by the ability to balance personalization against consumer privacy. In this Q&A, our own Matt Spiegel interviews Comcast VP of Strategy Claudio Marcus on the best approach to strike that balance. See how marketers are defining a meaningful value exchange between personalization and content.
Changes in media consumption were in the works before the novel coronavirus. Video-on-demand services introduced more choice and control in content consumption to consumers. Hulu VP and Head of Advertising Jeremy Helfand discusses how those characteristics must extend to advertising to create more relevant, less disruptive experiences that drive performance for advertisers.
The TV and video landscape is highly complex. The rise of cross-platform consumption, privacy regulation and data-driven approaches have created new standards for control, compliance and identity activation. In this interview, Blockgraph’s Jason Manningham shares perspective on this evolving landscape with Matt Spiegel.
Identity underpins the marketing ecosystem. In this video, Samantha Jacobson of Oracle Data Cloud discusses the shift toward more consent-driven strategies and the importance of marrying the right data signals with the right levels of compliance to improve consumer experiences.
Consumer adoption of OTT and CTV has propelled the media industry forward and created more streaming scale. Along with increased time spent with streaming, there’s also the proliferation of more connected devices. Andre Swanston highlights these household trends and the potential longer-term impacts on measurement and identity.
In June, TransUnion conducted a consumer survey to gauge the impact of the pandemic on consumers’ streaming media habits.
Our November survey sought to understand what had changed or stayed the same and what to expect in 2021.
Connected consumers expect relevant and tailored experiences. Adapting to this accelerated change means building a robust understanding of consumers to improve experiences with the speed and scale to confront a market that’s more in flux than ever before.
TransUnion has solutions that enable those confident, addressable interactions during this time of change and beyond. Learn more about how TransUnion can help your organization — contact your sales rep or fill out the form below.
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