Why Digital Advertising Will Come Of Age In 2017: Salesforce

hand touching digital tablet, social media concept
SHARE
THIS



B&T recently caught up with Salesforce’s director of advertising products for Australia, New Zealand, Japan and Asia, Kevin Doyle (pictured below), to talk all things digital advertising, and whether or not the traditional channels are well and truly screwed.

Kevin Doyle

How do you rate Australia’s digital advertising market? Are we up to speed with other markets overseas?

I think it’s bloody good. I look after Australia, New Zealand, Japan and Asia, and I can say with my hand on my heart that Australia is the absolute leader for data driven marketing in the region. What Australian marketers have done better than the Asian marketers that I’ve worked with is they’ve put their customers at the heart of everything that they do, versus metrics. All the marketers that we’ve seen who have done this have been super successful.

What are your predictions for digital advertising in 2017?

I think this year we’ll see digital advertising grow up to reach the potential that it’s meant to. For the first time, we’re actually in a position to go ‘Alright, when do we not show someone an ad?’ If you’ve called up a telco about a bad experience due to an outage, we can use their customer data that lives in Salesforce, send it through to the ad network and say ‘Hey, this peron’s currently got an open service ticket. They’re not having a great time. Let’s not show them the ad.’ That’s massive – we’ve never been able to do that before.

For a long time, marketers have talked about having a personalised customer journey across every touch point with the right media at the right time, and it feels no more than ever that there’s a seismic shift underway in Australia to make that happen.

Facebook and Google seem to have a firm grip on the digital advertising space globally. Do you see this trend changing?

I don’t think we’re going to see that trend change in the short-term. However, if you peel back the layers and look closely at why they are dominating, it’s because they’ve solved some really critical issues for marketers, such as making sure they’re not advertising to a device or a cookie or a mobile ID, but the person who owns it.

Until the rest of the industry realises that they can use the customer data that’s available to customise their message appropriately, I don’t think they’re going to catch up to Facebook and Google.

What’s the biggest challenge that brands face when it comes to digital advertising?

The confusion of the market has never been greater in terms of all the different pieces of technology that exist out there and what you really need to be successful.

As soon as the industry can make technology, attribution and viewability as simplified and as consolidated as possible, then marketers and brands will be able to get back to doing what they do best – focusing on the customer experience.

One of the reasons why Salesforce acquired Krux is to help connect a lot of the dots so that brands and marketers don’t have to. We wanted to take away the stress of technology so they can maintain their focus on the customer journey.

Are the traditional advertising channels (TV, radio, print) screwed?

No, I don’t think so. Advertising is about getting in front of potential and existing customers in the channel that’s right for them, so I think TV, radio, outdoor and print will still play a role in the future. I think what it’s about is understanding the capability of having more personalised messages in other places.

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine