WEBVTT

1
00:00:00.120 --> 00:00:01.500
- Javier, welcome.

2
00:00:01.500 --> 00:00:02.520
What, in your mind,

3
00:00:02.520 --> 00:00:05.640
makes an effective precision
marketing strategy?

4
00:00:05.640 --> 00:00:08.370
- So, you know brands are seeing

5
00:00:08.370 --> 00:00:10.200
how traditional marketing is evolving.

6
00:00:10.200 --> 00:00:14.070
On one side, TV, all
these traditional channels

7
00:00:14.070 --> 00:00:16.287
are evolving into more programmatic,

8
00:00:16.287 --> 00:00:20.010
even out of home is now digital,
out of home programmatic.

9
00:00:20.010 --> 00:00:23.400
So that is happening, and
also at the same time,

10
00:00:23.400 --> 00:00:25.560
some audiences are no longer on TV.

11
00:00:25.560 --> 00:00:29.130
So brands need to
address those challenges,

12
00:00:29.130 --> 00:00:31.402
and precision marketing,
what makes this a shift

13
00:00:31.402 --> 00:00:35.550
in the way they include a
good way of buying media,

14
00:00:35.550 --> 00:00:38.324
but also executing
campaigns to get results.

15
00:00:38.324 --> 00:00:40.170
How this is done?

16
00:00:40.170 --> 00:00:45.170
We are seeing brands that are
reducing 30% the media costs

17
00:00:46.410 --> 00:00:49.173
by doing a better job
in how they buy media.

18
00:00:50.010 --> 00:00:53.760
But also, precision marketing
tries to identify the ways

19
00:00:53.760 --> 00:00:58.760
these digital media channels
can address and target

20
00:00:59.271 --> 00:01:02.190
audiences in a more personalized way

21
00:01:02.190 --> 00:01:05.183
to be more efficient and more effective.

22
00:01:05.183 --> 00:01:10.020
The combination of this 30% cut in budget,

23
00:01:10.020 --> 00:01:13.830
plus approximately we are
seeing 50% effectiveness,

24
00:01:13.830 --> 00:01:17.236
actually make that
every dollar they spent,

25
00:01:17.236 --> 00:01:21.510
it has doubled the return
of traditional advertising.

26
00:01:21.510 --> 00:01:22.770
- Let's talk about Gen AI.

27
00:01:22.770 --> 00:01:25.020
What is the role, what's the impact

28
00:01:25.020 --> 00:01:28.920
that you're seeing it have
on precision marketing?

29
00:01:28.920 --> 00:01:30.751
- Well, in general, when we see brands

30
00:01:30.751 --> 00:01:34.890
trying to address all
this growth of Gen AI,

31
00:01:34.890 --> 00:01:37.020
what we see first is that classic AI,

32
00:01:37.020 --> 00:01:39.330
let's say the models, traditional,

33
00:01:39.330 --> 00:01:41.040
let's say ways of machine learning.

34
00:01:41.040 --> 00:01:45.030
AI is becoming more and
more present in marketing.

35
00:01:45.030 --> 00:01:48.750
We are seeing how brands
are taking advantage

36
00:01:48.750 --> 00:01:51.420
of all these algorithms that Google

37
00:01:51.420 --> 00:01:53.760
or all the platforms are having,

38
00:01:53.760 --> 00:01:56.735
and then they are moving
into more personalization,

39
00:01:56.735 --> 00:01:58.860
and this type of models.

40
00:01:58.860 --> 00:02:01.200
Gen AI comes to optimize

41
00:02:01.200 --> 00:02:03.157
and really take it to another level.

42
00:02:03.157 --> 00:02:06.840
What we are seeing is
that several of the main,

43
00:02:06.840 --> 00:02:09.138
let's say CMOs that are starting to do

44
00:02:09.138 --> 00:02:11.970
these tests and use cases

45
00:02:11.970 --> 00:02:14.820
are very positive in the
way productivity comes.

46
00:02:14.820 --> 00:02:19.560
On one side, companies are
seeing how the marketeers

47
00:02:19.560 --> 00:02:22.710
have more power, powered
by all the use cases

48
00:02:22.710 --> 00:02:24.150
that Gen AI can provide,

49
00:02:24.150 --> 00:02:26.370
but they also have more responsibility.

50
00:02:26.370 --> 00:02:29.100
They need to be sure
that all the campaigns,

51
00:02:29.100 --> 00:02:31.162
all the things, all
the work they are doing

52
00:02:31.162 --> 00:02:36.162
keeps the brand, the
ethical of the brand, safe.

53
00:02:37.110 --> 00:02:40.230
So we are seeing a lot of results.

54
00:02:40.230 --> 00:02:43.410
This week, we are launching
a report around this topic,

55
00:02:43.410 --> 00:02:48.410
how we asked 200 CMOs about
the impact of of Gen AI.

56
00:02:48.682 --> 00:02:50.610
All of them were very positive.

57
00:02:50.610 --> 00:02:55.380
We are seeing how the main
use cases that we are seeing

58
00:02:55.380 --> 00:02:58.500
are around personalization,
content generation,

59
00:02:58.500 --> 00:03:01.050
but also how you automate
marketing campaigns

60
00:03:01.050 --> 00:03:03.060
from months into minutes.

61
00:03:03.060 --> 00:03:04.710
Which is a lot.

62
00:03:04.710 --> 00:03:07.440
- Well basically, can
you give me some examples

63
00:03:07.440 --> 00:03:09.944
of precision marketing done well?

64
00:03:09.944 --> 00:03:11.940
- So we are seeing several brands

65
00:03:11.940 --> 00:03:14.597
that are leading this change in the way

66
00:03:14.597 --> 00:03:17.910
we were talking before,
like these efficiencies,

67
00:03:17.910 --> 00:03:21.041
this effectiveness in the
way they target clients

68
00:03:21.041 --> 00:03:23.367
and deliver the campaigns.

69
00:03:23.367 --> 00:03:27.180
So brands like L'Oreal, like
Nivea, like Reckitt Benckiser,

70
00:03:27.180 --> 00:03:28.975
are doing this change,

71
00:03:28.975 --> 00:03:31.590
which is not just changing one campaign

72
00:03:31.590 --> 00:03:33.240
and doing something cool.

73
00:03:33.240 --> 00:03:34.460
We are in Cannes today.

74
00:03:34.460 --> 00:03:37.869
In Cannes, you see a lot
of awards given to one,

75
00:03:37.869 --> 00:03:39.600
amazing campaign.

76
00:03:39.600 --> 00:03:44.190
So the challenge is not that
one campaign is successful

77
00:03:44.190 --> 00:03:48.120
and get these 30% efficiencies,
or being more effective.

78
00:03:48.120 --> 00:03:48.953
We are in Cannes.

79
00:03:48.953 --> 00:03:51.810
We can see that how these
awards are being provided,

80
00:03:51.810 --> 00:03:53.880
like for an exceptional campaign.

81
00:03:53.880 --> 00:03:56.460
The challenge is how to
transform your company

82
00:03:56.460 --> 00:03:58.950
to really all your
marketeers, your agencies,

83
00:03:58.950 --> 00:04:02.010
your partners can deliver
that in a consistent way

84
00:04:02.010 --> 00:04:03.450
over 200 campaigns.

85
00:04:03.450 --> 00:04:05.550
And these averages that we are seeing,

86
00:04:05.550 --> 00:04:10.550
like 30% efficiencies, 50%
effectiveness in the campaigns,

87
00:04:10.590 --> 00:04:11.550
are delivered across

88
00:04:11.550 --> 00:04:13.404
all the different campaigns of the year.

89
00:04:13.404 --> 00:04:14.673
- Javier, thank you so much.

90
00:04:14.673 --> 00:04:15.633
- Thank you.