The Best Agencies Are The Ones Getting Giddy Over Data: The Hallway’s Jules Hall

The Best Agencies Are The Ones Getting Giddy Over Data: The Hallway’s Jules Hall
SHARE
THIS



Data is a dirty word among creative agencies, but Jules Hall is adamant the agencies that will continue to hit the nail on the head are the ones that actually use it.

Speaking at the Travel Daze conference in Sydney yesterday, the CEO of creative agency The Hallway couldn’t stress the importance of using data in creativity enough.

“The best creative agencies realise this is the most exciting, interesting thing that’s happened to our industry,” he told the conference.

“And in the mobile space, we’ve got so much data. We know so much about our people, which enables us to get super smart in how we talk to them.”

But it leads to a different kind of advertising than what many agencies are used to, he said.

“Rather than single ads, it gets into this space; hyper-dynamic, hyper-contextual, hyper-personal, hyper-massive-load-of-buzzwords.”

With everything moving to mobile, he stressed it’s more important than ever brands get in front of the consumer in the first instance. And they do that by using data.

“We’re spending roughly 170 minutes a day on mobile,” he said, citing a Google stat. “Which is still slightly less than television, unbelievably. But it’s a lot of time on our phones.”

We’re not always open to messages from brands though, he remarked, but there are many times throughout the day when consumers slide their thumbs around the screens in specific search of something.

“It’s on the mobile that the dream starts. It’s increasingly critical that brands are winning their customers at that early point – that first point in their journey.

“A lot of people are thinking about this. Not that many are doing it. And less are doing it well.”

The media spend in mobile isn’t following the upwards trend in mobile usage either, added Hall. Bringing up a graph to the audience, the mobile ad spend was about a quarter of that of TV, despite the usage time being relatively similar.

“People haven’t realised the opportunity,” he said. “There’s a massive opportunity for advertisers to connect with their audience through mobile, and not the way you historically would have thought you’d do it.”

It’s a similar message programmatic agency Rocket Fuel found in a recent study.

While we’re well and truly into everyone’s favourite saying ‘year of the mobile’, ad spend just isn’t there.

“It’s well known that consumers are switching between smartphones, tablets, and computers throughout the day,” said JJ Eastwood, APAC managing director for Rocket Fuel.

“Consumers routinely conduct research on one device and take action on another. They’re not tied to one device, so why are marketing plans?

“Marketers need a solution that looks at people not devices.”

Lead image via The Hallway.

Please login with linkedin to comment

ADAP.TV Advertising Standards Bureau GYP&R Internet Radio Michelle Garra Project Clever Buoy

Latest News

SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside
  • Media

SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside

Australia’s media agency market is finally emerging from the COVID crisis, with the latest SMI data showing the market back just 4.8 per cent in October and the forward bookings detail confirming November and December ad demand is well above where it was at the same time last year. The October market was boosted by […]

Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign
  • Campaigns

Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign

Norwegian Cruise Line has launched its new global brand campaign, “Break Free,” encouraging travellers to look beyond the confines of 2020 and towards a future when they can reconnect with the people and places they have missed most. Encouraging travellers to revive their destination dreams and make them holiday realities, the campaign which is a […]

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
  • Media

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”

Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]

by B&T Magazine

B&T Magazine
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
  • Campaigns

TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’

Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]

Fort Wayne, Indiana - Circa April 2017: Pepsi and PepsiCo Vending Machines Awaiting Repair. Pepsi is one of the largest beverage producers in the world IV
  • Marketing

PepsiCo ANZ Appoints New CMO For Snacks & Beverages

PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]

Aussie Music Stars Front New Digital Campaign For Destination NSW
  • Campaigns

Aussie Music Stars Front New Digital Campaign For Destination NSW

A bunch of well-known Aussie musicians have been called upon to feature in a new digital marketing campaign by Destination NSW geared at convincing Australian travellers to take a road trip in the state. Informed by audience insights captured through consumer travel websites Sydney.com and VisitNSW.com, the ‘Road Trips’ campaign uses the top searched items, […]

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’
  • Opinion

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’

In this guest post, DDB Sydney MD Priya Patel (pictured) discusses why DDB is supporting the launch fo shEqual, an advertising equality initiative from Women’s Health Victoria… shEqual, which launched last week, encourages advertisers and agencies to seriously consider the work we produce and how, collectively, we can move away from tired stereotypes and sexualised […]

Opinion

by B&T Magazine

B&T Magazine
Adgile Doubles-Down On Australia Growth With Team Expansion
  • Advertising

Adgile Doubles-Down On Australia Growth With Team Expansion

Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]

Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star
  • Campaigns

Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star

Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]

Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo
  • Advertising

Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo

Brand experience and innovation company Akcelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]

7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy
  • Marketing

7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy

7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy.  With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer.  7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]