Talks With Teads | Sanofi on Navigating Consumer Experience, AI, Sustainability, Gaming, and Cookie Deprecation

In the latest episode of “Talks With Teads,” hosted by Natalie Bastian, Teads’ Global CMO, we explore navigating consumer experience, AI, sustainability, gaming, and cookie deprecation with Prasad Shridhar Ghag, the Global Head of Media at Sanofi.

This episode dives into the critical topics shaping the industry and how experts like Prasad manage these changes to drive success.

Key Topics Explored:

AI and Media Innovation

Prasad discusses AI’s pervasive influence in the media industry. AI isn’t a new concept but has become a focal point with advancements like Chat GPT. He highlights AI’s role in transforming search experiences and the need for brands to adapt their strategies accordingly. This includes rethinking SEO, website design, and keyword usage to stay ahead in the evolving digital landscape.

E-commerce Evolution

Post-pandemic, there’s been a significant shift in consumer behavior towards e-commerce. Prasad notes the expansion beyond major platforms like Amazon to include boutique e-commerce sites for various needs, including healthcare. Sanofi sees this as a substantial opportunity to tap into the growing e-commerce market, enhancing consumer accessibility to their products.

360-Degree Consumer Experience

The concept of 360-degree planning, placing the consumer at the center, is evolving. Rashad emphasizes the importance of creating holistic consumer experiences using cross-media, content, and creative strategies. This approach goes beyond merely creating touchpoints; it’s about crafting engaging and meaningful interactions that resonate with consumers.

The Impact of Gaming

Gaming has emerged as a critical area for brand engagement, especially with the younger generation. Rashad shares personal anecdotes illustrating the growing importance of gaming in consumer lives. Brands have unique opportunities to integrate into gaming environments, both in-game and in related contexts, to reach and engage with these audiences.

Sustainability and Responsible Advertising

Sanofi is committed to being a sustainable and responsible advertiser. Prasad outlines their journey towards reducing their carbon footprint, highlighting their comprehensive responsibility framework. This includes improving ad experiences, respecting data privacy, ensuring brand safety, and driving diversity and inclusion. Sanofi’s ambitious goals include measuring and reducing carbon emissions across all campaigns, making sustainability a core aspect of their business strategy.

Preparing for Cookie Deprecation

With cookie deprecation looming, Prasad discusses how Sanofi is preparing for this transition. Emphasizing a mix of contextual and cookie-based approaches, Sanofi aims to maintain performance without relying on cookies. Rashad highlights the importance of educating stakeholders about the future landscape and testing new solutions to adapt seamlessly.

Learn more about the exciting developments in branding and consumer engagement in our “Talks With Teads” series.