You only have a couple seconds to capture the attention of a digital user. Digital advertising has reached a new point of sophistication and this can help brands grow or cause brands to flounder. Fraud, failing algorithms, user privacy concerns, audience and location targeting missteps have all presented major challenges to brands. Brand advertisers are concerned about wasted ad dollars, brand safety, and no longer seeing effective delivery from their agency partners. Managing ad dollars from the national to the local level can seem challenging - but is actually achievable and impactful! In this session, Malinda Gagnon will provide an all-encompassing look at the current state of digital advertising and how to succeed in a constantly changing environment.
This session will cover:
- Where the digital advertising industry stands today
- Understanding what effective advertising is and how to reach the right audience
- How to know what to do with the information you have access to
- Simplifying the digital advertising process from national to local levels
- Convincing internal decision makers to advertise with local retailers
Malinda is an industry leader in digital communications with nearly 20 years of experience. At Google, she was a founding team member of the ad technology organization in Cambridge, MA and advised advertising agencies. She spent eight years at WPP/GroupM, the world’s largest media investment organization, where she founded and led a consulting practice advising clients such as Procter & Gamble, General Electric, Volkswagen, Unilever, Land Rover Jaguar, Allergan, Walmart and many others. She went on to found and lead the Product Development & Technology group to expand their technology and services portfolio. She advises on ad tech and martech development and works with brands on strategic growth initiatives. Fun Facts: Malinda is also an avid motorcyclist, skier, road-tripper, scuba diver and yogi.