L’Oréal CMO: digital advertising must be “useful, non-invasive and integrated”

To kick off our focus on digital advertising for the next two weeks, The Drum brings together a panel of marketing leaders from L’Oréal, Accenture, Croud and GumGum at The Drum Labs to discuss how the industry can find a way forward. more human for digital advertising. .

As humans, our online consumption habits can be broken down into micro-moments. In just five minutes, we can search for an exercise class, find a restaurant for dinner, and buy a pair of shoes. No two days or moments are alike. Yet advertising follows us today on the Internet by leveraging those past behaviors instead of meeting us in our current mindset.

New research from GumGum shows consumers are more than ready for advertisers to ditch tracking their behavior and focus more on ads that match the digital environment and content they’re watching. However, breaking deep-rooted habits among digital marketers and advertisers isn’t easy. That’s why The Drum is hosting a two-week deep dive into the world of digital advertising.

Under the banner of The Drum’s Digital Advertising Focus, to kick off, we hosted a roundtable in partnership with GumGum, a technology company specializing in pushing the boundaries of contextual advertising innovation. Joining The Drum’s deputy editor and moderator, Jenni Baker, were:

  • Peter Wallace, Senior Vice President of Sales, EMEA, GumGum (sponsors of The Drum Awards for Online Media and The Drum Awards for Digital Advertising 2022)

  • Lex Bradshaw-Zanger, Director of Marketing and Digital, L’Oréal UK and Ireland (co-chair of the Drum Awards for Marketing 2022)

  • Sophie Wooller, director of digital transformation at performance marketing agency Croud (Drum Awards for Digital Advertising judge)

  • Matthew Corbin, Head of Global Growth, Accenture Interactive

The panel, titled “Digital Advertising – In the Eye of the Beholder”, saw our marketing experts step into the shoes of the viewer (the consumer) to explore the benefits of a more human-centric approach to advertising. digital. In a discussion of strong and progressive thinking, they explained why it’s incumbent on all of us as marketers to embrace the combination of context, creativity and attention – not data targeting. personal – to find a better and more human way.

“The world of privacy has changed a lot over the past few years, and many techs have tried to identify ways around this privacy legislation, rather than working with it,” GumGum’s Wallace said defiantly. for advertisers to embrace legislation and innovation within its framework rather than finding ways around it.

“There should be a lot more pressure on advertisers, brands and tech to make sure we respect consumer privacy and honor the data points we can get in a way that isn’t scary. Over the past 12 months or so many companies have tried to circumvent the legislation rather than work with it, which to me is something that needs to change significantly within the industry.

It was an opinion that resonated with each of the other panelists. Accenture’s Corbin noted that the changing digital environment is expected to have a beneficial impact on the use of data by advertisers and publishers: “It’s a real challenge for marketers. As we look to this new cookie-free world, relevance becomes extremely important. Brand safety is moving in the right direction in the industry, but it’s up to the algorithms of media and technology companies to ensure we deliver relevant advertising backed by first-party quality data. This is the future we are heading towards.

Smarter use of data was also highlighted by Croud’s Wooller, who proposed that marketers seek to better integrate data and creativity to maximize the return on investment (ROI) of serving more ads. contextual: “[Brands] may have the best targeting possible in the world, but if you run an ad that is unclear or uninviting, no one will watch it and remember it. Basically what we’re trying to do with advertising is get the right message to the right person at a time that will resonate with them. Now we’ll use data to identify trends from a creative perspective and understand what people are reacting to.

As the role and management of data are essential to the success of tomorrow’s advertising campaigns, Bradshaw-Zanger of L’Oréal closed the roundtable by reminding advertisers that they should not ignore consumption indicators if they want to have a real impact.

“We have to think about what advertising does for the consumer – it has to be useful; it should be seen as non-invasive and it should be integrated into the experience in which we are trying to deliver value,” he says. “We need to look beyond easy-to-measure metrics and think about the relationship between creating, messaging, and fostering an emotional connection. Go forward, [advertisers should focus] on the human element and the emotional element. This is what creates relevance and connection with consumers. »

It’s clear that the way forward for digital advertisers requires a radical shift in mindset to become more audience-centric in their approach. Doing so requires better use of audience measurement, an overhaul of the relationship between creative and data, and the ability to deliver more relevant ads to consumers. All of this and more will be explored over the next two weeks in The Drum’s Digital Advertising Focus, sponsored by GumGum.

For more information, watch the full discussion above or visit the Digital Advertising Focus hub.

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