Talk With Teads | Insights from GSD&M on Attention, Outcomes, AI, and Creative in Advertising

In the latest episode of “Talk With Teads,” we were live in Miami at Possible 2024. Hosted by Natalie Bastian, Teads’ Global CMO, this episode features an engaging conversation with Dave Kersey, Chief Media Officer at GSD&M, part of the Omnicom Group. Dave shares his perspective on the evolving media landscape and the strategic use of AI in enhancing media effectiveness.

Key Topics Explored:

AI and Attention Metrics

Dave highlights the significant role AI is playing in the media industry. He mentions that AI, combined with attention metrics, is becoming a critical aspect of media and creative strategies. He believes these elements will merge to create more systematic approaches in the marketplace, enhancing both media placements and creative messaging. Natalie discusses how Teads has moved beyond thought leadership on attention metrics, transforming insights into actionable strategies that drive outcomes. Dave concurs, emphasizing the importance of not just measuring attention but using these insights to optimize media campaigns for effectiveness rather than just efficiency.

Turning Attention into Action

Natalie discusses how Teads has moved beyond thought leadership on attention metrics, transforming insights into actionable strategies that drive outcomes. Dave concurs, emphasizing the importance of not just measuring attention but using these insights to optimize media campaigns for effectiveness rather than just efficiency.

Automation and Real-Time Insights

A key trend Dave is leaning into is the automation of data aggregation and insight generation. He points out that automating these processes allows for quicker decision-making and greater effectiveness in media campaigns. By reducing the time spent on repetitive tasks, teams can focus on strategic thinking and collaboration with creative counterparts.

Creative and Media Integration

Balancing Strategy and Execution

Dave emphasizes the necessity of balancing creative and media efforts. Effective strategies go beyond placement to ensure that creative content resonates with the target audience, optimizing touchpoints throughout the consumer journey. This involves a shift from a transactional approach to a strategic framework within teams, allowing for deeper collaboration with creative counterparts. This strategic alignment results in more meaningful conversations, cohesive strategies, and more impactful campaigns.

Collaborative Innovation with AI

Collaboration between media and creative teams is crucial for success. With AI providing real-time insights, these teams can create campaigns that are both innovative and effective. Generative AI plays a significant role in enhancing creative processes, allowing teams to quickly test and learn different creative variations. This iterative process ensures continuous improvement and relevance, with AI helping to fine-tune messages to be compelling and aligned with consumer expectations, ultimately driving better engagement and results.

Consistency in the Marketplace

To close, Dave challenges platforms like Teads to strive for consistency in measuring success across the industry. He advocates for uniform methods to avoid reinventing the wheel with each partner or tech stack. This consistency would greatly benefit the entire industry, providing tangible ways to go to market without unnecessary complexity.

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