คำบรรยาย (130)
0:00Welcome to the second episode of the
0:02inspiration lab with Amazon Ads and
0:04Business Insider. I'm Carly Zip, the
0:07global director of brand marketing at
0:08Amazon Ads. Today we're joined by an
0:11audience first agency leader, Katie
0:14Klene, chief investment officer of
0:16Omnicom Media Group. So, you know, I'd
0:19love if you would start us off by
0:21telling us a little bit about your role.
0:23Yeah, so thank you so much first for
0:25having me, Carly. I'm I'm very excited
0:27to be here with you today. I lead our
0:29gotom market strategy and uh investment
0:32practice across all paid media channels.
0:34>> So talk to me about common elements of
0:37campaigns that you've seen that have
0:39really kind of like worked across touch
0:42>> Um you're going to hear me talk a lot
0:44about audience first because that's
0:47really really what it starts with. AI
0:49has really brought in what we like to
0:51call a new signal era of audiences where
0:54your target no longer is a limitation
0:57but it actually becomes a multiplier.
0:59You're able to say I want to kind of
1:01find these cohorts that have a
1:02propensity to do X Y and Z and you're
1:05really looking at approaching the
1:07audience as what is bringing everyone
1:09together versus kind of defining you
1:12know people in these different areas.
1:14>> Absolutely. We did this generational
1:16divide research and it's found that 72%
1:20of surveyed consumers say that their
1:22interests, their hobbies, their
1:23passions, that's what unites them and
1:25that's what drives their purchase
1:27behavior. So, how do you see brands
1:29really evolving their behavior and
1:32evolving their marketing strategies to
1:34kind of meet this moment? Whether it's
1:35creator marketing or just marketing
1:38based on people's passions and
1:39interests, we really lean into culture
1:42to help inform campaign planning and
1:44activations. So, when we take in all of
1:46these cultural insights, it gives you a
1:49lot of fresh opportunities and new
1:51opportunities in terms of where you can
1:53find their audience, what matters to
1:55them, and and where they can activate.
1:56Omnicom did a study where we found that
2:00consumers are now skipping steps within
2:03their uh you know path to purchase. So
2:07what that means is you really need to
2:09rethink kind of the legacy way of doing
2:12campaign planning that is audience first
2:14that is focused on content that is
2:16focused on creator and ultimately
2:17focused on your consumer. What is the
2:18funnel? Is it alive? Is it dead? What I
2:20can say is it's just not linear. you
2:22touched upon it, but I'd love to go a
2:23layer deeper with how you see the
2:26capabilities of AI and, you know, really
2:28these advanced audience solutions. We at
2:30Amazon have Amazon Marketing Cloud. You
2:33know, you have your systems, they work
2:34together very frequently, but how do you
2:37think that they influence um you know
2:39the strategy behind how you connect with
2:42>> So, I talked a little bit about from an
2:45audience standpoint. I think on the
2:47other side in terms of then where your
2:50messaging shows up, I like to think of
2:53what it does to supply curation because
2:56with AI there's no taxonomy limitations
2:59and the way that you can use it to
3:01identify different types of content and
3:03tone and environments is a really
3:06powerful tool to marry these deeply rich
3:10audience insights with extremely curated
3:13and customized supply and bring those
3:16together to serve messaging that's going
3:18to resonate the most. There's been a
3:19large renaissance around this idea of
3:22live programming this year. Live is
3:25associated with the moment. So it can be
3:29>> commerce experience, a shopping
3:31experience. It can be an experience with
3:33a creator. So that then starts to kind
3:36of broaden the aperture of how you take
3:39this very powerful concept of live and
3:42then how does that come to life for
3:45>> Yeah. Yeah, and I think that's what's
3:46been exciting about some of our
3:47partnership is really understanding
3:49things like interactive video ads or
3:52pause ads or even, you know, the rebirth
3:54of the QR codes, right? And that goes
3:56back to again rethinking the legacy role
3:59of channel. You need to be prepared to
4:01meet the consumer where they are. Um,
4:04and I think you know kind of this notion
4:06too of brand and performance. It is not
4:09an eitheror. It is a both and. So it
4:12sounds like you're really talking about,
4:13you know, how it's closing the gap
4:15between awareness and action. How do you
4:17inspire action with your teams? So we
4:20have a saying at Omnig and it is leader
4:22practitioner and you will not meet a
4:26single person that works within our
4:28organization that is not close to the
4:30client work. A solution can be anywhere
4:33for your clients. You have to understand
4:35their business to drive value for them.
4:37>> I love that. Thank you so much, Katie,
4:39for being here. It's been great to chat
4:41>> Thank you so much. That's it for today.
4:43Thanks for watching this episode of the
4:45Inspiration Lab. To learn more about
4:48stories that drive results and success,
4:50go to advertising.amazon.com.
