MERCADEO

Michael Roth of Interpublic Group: If the consumer experience is relevant, don’t worry about ad blocker

28 de septiembre de 2015

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 client’s experience. “Our business future couldn’t be better. We can use technology to forecast which will be our future needs” he explained. “I believe that we shouldn’t 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 I’m thrilled about the future of advertising.” Roth emphasized that if the consumer experience is relevant, ad blockers shouldn’t be of concern. “People don’t 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.

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miércoles, 9 de octubre de 2024

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