Sales execs size up data at Advertising Week panel

NEW YORK - Data is "one of ESPN's greatest priorities" over the next 18 months, according to Eric Johnson, the ESPN executive vice president, global multimedia sales, speaking at Advertising Week this morning.

Executives from ESPN: Live Nation, Amazon and CBS joined Sir Martin Sorrell on stage in New York.
Executives from ESPN: Live Nation, Amazon and CBS joined Sir Martin Sorrell on stage in New York.

At the beginning of Advertising Week today, WPP Chief Executive Sir Martin Sorrell asked a panel of senior sales executives from Amazon, ESPN, CBS and Live Nation about the importance of data to their businesses and their plans to capitalize on it in the months ahead.

"[Data is] probably one of our greatest priorities over the next 18 months," said Eric Johnson, ESPN executive vice president, global multimedia sales. "We already have lot of data. We want to sell beyond sports sponsorship; we want to target much better."

Russell Wallach, president of Live Nation Media & Sponsorship, said Live Nation was also looking at developing the way it uses data, including how it uses the data from its online ticketing business Ticketmaster.

According to Wallach, "We are working with big brands to help them understand buying habits and take that to see if that’s an advertising strategy or help how they communicate with their customers."

Lisa Utzschneider, vice president, global advertising sales at Amazon Media Group, would not comment on Amazon’s future plans for data, despite Sorrell’s continued questioning.

Nevertheless, Utzschneider said data was "critical" for everyone in the Amazon business, not just the data scientists with PhDs, in order to make sure Amazon campaigns deliver the best ROI possible.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More