50 Marketing Trends found for Agencies / Holding companies

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Brands Urged to Reach Consumers Via Humanity And Adtech

Trend Summary: Brands Need to Find and Harness the Humanity in Ad Tech to Reach Consumers.

As marketing technology evolves and proliferates, brands need to create authentic, relevant human connections - otherwise everything else in the marketing mix is just ...

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... meaningless data.

Whether it's providing a friction-free experience for TV viewers to interact with ads, or making in-app shopping more rewarding, it all starts with dynamic human understanding.

According to Chad Stoller, evp and global innovation director at IPG Mediabrands [IPGM], this is why his company is hosting live demos of technologies and platforms at the Dmexco 2016 conference and exposition in Cologne Germany.

These technologies are designed to create greater resonance between marketing opportunity, application and consumer relevance.

Says Stoller: "Only by embracing these and other exciting tech innovations can we drive greater business outcomes while providing meaningful, enjoyable consumer experiences".

IPGM's Partner Pavilion at Dmexco is showcasing companies like Ad Mobilize, Grand Visual, Innovid, Layer, Placed, Samba and Yext. Space doesn't allow for a complete recitation of their efforts to help brands discern and deliver human desires and unmet needs, so Stoller intends to focus on Innovid, Layer and AdMobilize.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q3 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6985

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