Behind the scenes of outcome media feat. Colgate-Palmolive & The Trade Desk
10/27/21 • 32 min
With the digital media industry facing more complexity and uncertainty than ever, brands are showing rising interest in outcome-based strategies that guarantee business results from their marketing investments. But some brands don’t have a full understanding of what “outcome media” really is, how it really works, what it accomplishes, why it matters, or where it’s going next. In episode 7 of our “People of Programmatic” podcast, part of our 10x10 series to herald Xaxis’ tenth anniversary, our guests help grapple with the challenges of having to show value for every dollar spent, when to rely on outcome media — as well as its pitfalls.
Episode Host:
- Henry Stokes, MD of Global Accounts, Xaxis
Episode Guests:
- Emily Knight, Business Development Director, The Trade Desk
- Michael Siewert, Global Programmatic Marketing Director, Colgate-Palmolive
In this episode, we discuss:
- The ways outcome media is defined.
- How brand marketers and their agencies can determine desired outcomes.
- The challenges that outcome media can help solve.
- The benefits of technology in using outcome media.
- How brands can embrace outcome media.
What is Outcome Media?
Outcome media is fundamentally about data, and about using that data across the spectrum of brand marketing and performance marketing, which have traditionally been seen as representing two sides of a divide.
- Outcome media brings a new level of sophisticated thinking to marketing.
- It allows marketers to get a clear sense of what they can expect from their media campaigns.
- It also allows marketers to measure efficacy in real time, to be accountable to a defined outcome.
- It fulfills the needs brands have to quantify results and justify their ad spend.
- It can connect media across channels, for example connected TV, shoppable media and performance marketing.
Outcome Media help marketers focus
- Marketers need to think longer term, come up with a mix of metrics that prove with data and testing over time to have the best effects.
- They should focus on the goals, not the minutiae they measure to help reach those goals.
- It’s imperative to incorporate as much first-party data as possible.
- Marketers must test, test and test toward the goal. That can range from something like performance oriented metrics to more custom solutions such as interactions with a purpose-built API.
Outcome-based media will, our guests concur, be even more important as cookies start to diminish and first-party data become more important. Marketers can use the data that is available along with the metrics they’ve established to set hypotheses, test, analyze and continually improve to achieve their brands’ objectives.
Some Links:
With the digital media industry facing more complexity and uncertainty than ever, brands are showing rising interest in outcome-based strategies that guarantee business results from their marketing investments. But some brands don’t have a full understanding of what “outcome media” really is, how it really works, what it accomplishes, why it matters, or where it’s going next. In episode 7 of our “People of Programmatic” podcast, part of our 10x10 series to herald Xaxis’ tenth anniversary, our guests help grapple with the challenges of having to show value for every dollar spent, when to rely on outcome media — as well as its pitfalls.
Episode Host:
- Henry Stokes, MD of Global Accounts, Xaxis
Episode Guests:
- Emily Knight, Business Development Director, The Trade Desk
- Michael Siewert, Global Programmatic Marketing Director, Colgate-Palmolive
In this episode, we discuss:
- The ways outcome media is defined.
- How brand marketers and their agencies can determine desired outcomes.
- The challenges that outcome media can help solve.
- The benefits of technology in using outcome media.
- How brands can embrace outcome media.
What is Outcome Media?
Outcome media is fundamentally about data, and about using that data across the spectrum of brand marketing and performance marketing, which have traditionally been seen as representing two sides of a divide.
- Outcome media brings a new level of sophisticated thinking to marketing.
- It allows marketers to get a clear sense of what they can expect from their media campaigns.
- It also allows marketers to measure efficacy in real time, to be accountable to a defined outcome.
- It fulfills the needs brands have to quantify results and justify their ad spend.
- It can connect media across channels, for example connected TV, shoppable media and performance marketing.
Outcome Media help marketers focus
- Marketers need to think longer term, come up with a mix of metrics that prove with data and testing over time to have the best effects.
- They should focus on the goals, not the minutiae they measure to help reach those goals.
- It’s imperative to incorporate as much first-party data as possible.
- Marketers must test, test and test toward the goal. That can range from something like performance oriented metrics to more custom solutions such as interactions with a purpose-built API.
Outcome-based media will, our guests concur, be even more important as cookies start to diminish and first-party data become more important. Marketers can use the data that is available along with the metrics they’ve established to set hypotheses, test, analyze and continually improve to achieve their brands’ objectives.
Some Links:
Previous Episode
The Talent Squeeze: Recruiting & Retaining Great People in Digital Media feat. GroupM
Every digital media company is struggling to recruit and retain great talent. In episode 6 of our “People of Programmatic” podcast, part of our 10x10 series to herald Xaxis’ tenth anniversary, our guests explore the new landscape of work and workers, and reveal how recruiters, managers, and executives can evolve their practices to find great people and keep them on board.
Episode Host:
- Arshan Saha, CEO, Xaxis APAC
Episode Guests:
- Michael Wright, Global Head of Talent Acquisition, GroupM
- Juli Santiago, Recruiter, SearchMax Inc
In This Episode, We Discuss:
- The talent shortage and how to manage it
- How skilled workers’ expectations have changed
- Whether companies are to blame
- Solutions including culture, mindset, and rewards structures
Read full episode overview here: https://www.xaxis.com/episode-6-the-talent-squeeze/
Some Links:
“1 million more job openings than people looking for work” (CNBC)
“U.S. job openings hit record high as employers struggle to find workers” (Reuters)
“What’s next for America’s workforce post-COVID-19?” (PwC)
“Hot ad tech job market creating new hiring practices” (AdAge)
Next Episode
Adding context to cookieless feat. Oracle's Marc Grabowski
As we rapidly approach the end of cookie-based targeting, marketers are seeking new strategies, technologies, and solutions that will enable them to reliably maximize the return on their media investments. In the programmatic world, this means putting more emphasis on contextual strategies that combine first- and third-party data with AI and dynamic creatives.
In this episode, we explore our final 10x10 series topic, "the cookieless world," with Solutions & Innovation Strategy Head Divya Acharya hosting Oracle Advertising's Sales GVP Marc Grabowski. This conversation will walk marketers through the biggest ramifications of the impending cookieless world as well as the recommended ways to adapt to it -- including both long-established and cutting-edge strategies.
In this episode we discuss:
- Whether the industry is prepared for the world of cookieless media.
- How the cookieless world will impact the programmatic landscape, audiences, strategies, measurement, attribution, targeting and ROAS.
- What marketers should be doing to prepare.
- The effectiveness of contextual advertising.
- Which piece(s) of data will become the most important in the new paradigm.
- Is third-party data dead?
- How can brands and marketers prepare to identify, gather, and utilize data properly?
- What types of technology marketers should be investing in.
- What kinds of skills are vital in the new environment?
Episode host:
- Divya Acharya | Head of Solutions & Innovation Strategy, Xaxis APAC
Episode guest:
- Marc Grabowski | Sales GVP, Oracle Advertising
Some links:
- 10x10 content series. 10x10 was Xaxis' year-long series covering the Top Ten Trends in digital media: Xaxis 10x10 hub
- Oracle Advertising blog: Contextual targeting in the new era of ad tech
- Xaxis Twitter
- Xaxis LinkedIn
People of Programmatic - Behind the scenes of outcome media feat. Colgate-Palmolive & The Trade Desk
Transcript
You're listening to the people, programmatic podcast, each episode, people on the cutting edge of programmatic media, sit down with expert guests from the ad world, discuss current topics and digital marketing. Now let's get started.
Henry Stokes (Xaxis)Welcome to the people of programmatic podcast , the latest in our series. I'm your host for today! My name is Henry Stokes and I am managing director of glob
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