Roth: Podemos utilizar la tecnología para anticipar cuáles serán las necesidades del futuro
CEO and chairman at Interpublic Group, Michael Roth, was the first speaker at IAB MIXX 2015. After the opening words by Randall Rothenberg, IAB president and CEO, Roth talked about the future of advertising and the new business, where ambitious changes within the organizational structure must be embraced and also providing access to emergent technologies; developing programs for attracting talent and innovation, and products which priority should be the clients experience. “Our business future couldnt be better. We can use technology to forecast which will be our future needs” he explained. “I believe that we shouldnt torture ourselves with the idea that advertising is disappearing. We have thousands of options, we just have to decide where we want to display those great ideas and take them to consumers. The truth is that Im thrilled about the future of advertising.” Roth emphasized that if the consumer experience is relevant, ad blockers shouldnt be of concern. “People dont hate advertising; they hate advertising that’s not related to their interests. Consumers look for products that have a positive impact in their lives” he said. Interpublic Group has invested in different startups that allow them to develop relationships to benefit their clients. One of these first investments was in Facebook. Currently they work with partners such as Samba TV, which measures the behavior of TV consumers and their relation with the digital world.
