Doubleclick exec says ‘people feel overwhelmed by data’, calls for more education
The head of global marketing for ad-serving giant Doubleclick has denied there is a crisis in confidence amongst media buyers and advertisers when it comes to digital marketing platforms, but admitted that people are being “overwhelmed”.
Alessandro Antiga, global marketing lead at Doubleclick, said brands needed to be guided through the rapid changes taking place in the digital world.
Asked if there was a crisis in confidence in the numbers digital platforms were sharing with clients, he said the sheer amount of data they were being presented with was the problem.
“The feeling I would describe it as people feel overwhelmed by data so it can be a scary process, especially at the beginning.” Antiga told Mumbrella.
“So that is why I think you need to have a process in place, you cannot just dive into millions of data that you can find from your campaigns, from your website, from external signals; the process is key.
“You need to sit down together – marketing, creative agency, production agency and media agency – and work together from the beginning.”
Antiga blamed part of the issue on people working in silos.
“As a marketer I tend to sit down with my creative agency, give a brief to them, get a response and then, when it’s done, I give it to my media agency and my media team. This cannot work anymore.
“We need to break those silos and work together as a unified team and the companies who do.”
He said there was much that companies such as Doubleclick and Google could do to make their products easy to use.
“We need to work on innovation and capabilities to make this happen but also we need to make marketers aware that these opportunities are there.
Antiga said that technologists needed to speak more in the language of marketers to get their message across.
Agencies need educating on how to buy my product
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