Sphere Digital Recruitment Group’s Post

I attended a really interesting panel event this morning, discussing how to navigate digital media in today’s world of increased data restrictions. Here are few things that resonated with me; - advertisera should look to utilise geo based solutions for re-targeting and brand measurement over ID based solutions. ID based solutions can be hard to obtain and scale. For example, retargeting people online in areas that are also running DOOH, or panel based surveys that are targeted to panelists that live in the same areas your campaigns are running. - Retail media and 1st party data continue to be a big topic of discussion. The data needs to be relevant in the first place to be viable and can become more powerful when enriched. Kate Hopkinson also discussed how mapping anonymised location patterns of 1st party audiences, can offer the ability to target the same patterns/ audiences on DOOH screens. - Lots of chat about AI. How generative AI can help build copy for personalised ads at scale, but advertisers and agencies need to be careful not to fall into the bias trap, as this can alienate audiences. AI can also be used in place of focus groups to help bring campaigns to market quicker and more cheaply. Thanks for putting on the event Sphere Digital Recruitment | Best Small Company 2022 and to the panelist’s for the interesting chat; Jack McLaren from PATTRNS, Xavier Klein from Making Science, Irin Rahman from Wavemaker UK and Kate Hopkinson from SMG.