Programmatic advertising exploded as a result of the demand for a more efficient media sales process–one that was once manual, time-consuming, and costly. But how will advertisers continue to increase the value of their ad spend when the gains from workflow efficiencies hit a ceiling?
The answer to this question is increasingly urgent to address as customers across the globe demand more relevant advertising experiences. If they don’t get them, customers simply won’t return: 82% of consumers worldwide have stopped engaging with a company following a bad experience. Perhaps, then, it’s not surprising that customer loyalty is on the decline across the globe.
The solution to delivering improved experiences – and increasing customer loyalty – is in using customer data to resolve identity across human, physical, and digital channels, and leveraging that identity to target known, people-based audiences; making it a better shopping experience for customers.
This session will discuss how advertising is evolving beyond cost savings from process efficiencies to a focus on finding the most relevant customers and reaching them at exactly the right moment through people-based audience solutions. Attendees will learn from real world campaigns that Coles flybuys and Signal have executed.
Adam Story, General Manager, Flybuys, Loyalty and CRM, Coles
Michael Twomey, Senior Vice President and Managing Director of People-Based Marketing, Signal