With the rise of mobile and AI, advertising has never been more personal or engaging before. Yet we continue to think like we did 10 years ago. In an age when our eyes spend more time looking at our mobile screens than TV, 80% of ads that run on mobile are recycled from TV with no optimizations or consideration for the digital user experience. Same applies for our metrics to success, there's more to reach and frequency like P&G expert, Alejandro Betancourt, will explain under precision reach, brand equity and sustainable advertising.
From making shorter content without compromising branding, to optimizing ads with sound on/off mobile cues, it is an exciting time to be in advertising. Innovation and insights sit at the cross-roads for growth in digital. Dynamic creative optimization has never been easier to produce at high scale, quality and measurability. Thanks to an abundance in data and connectivity, digital campaigns can yield the same if not higher returns than TV alone, and Eric Tourtel from Teads will tell us all about it.