Connecting data and content must be industry's top priority

A better connection between data and content needs to be forged as programmatic transforms industry, argues Havas Media CEO Paul Frampton.

Paul Frampton: Realising a better connection between data and content will drive a prosperous era for industry
Paul Frampton: Realising a better connection between data and content will drive a prosperous era for industry

The unprecedented disruption and erosion of traditional business models has made realising a symbiotic relationship between data and content the most important issue for the industry right now.

At our agency, we have structured our business around the pillars of content and data – and here’s why:

Content paradox

At a time when the relationships brands have with people are increasingly challenged, we are faced with a paradox - consumers are bombarded with dull, unimaginative and irrelevant content yet much fantastic content goes unnoticed because of poor distribution.

Research by the iab last year suggests that 90% of consumers view relevancy as the key trigger to respond to paid brand content and 60% are more open to digital advertising that tells a story rather than just selling a product.

The most exciting thing about programmatic is that it creates context

Our own research with Crowd Emotion this year showed that consumers are increasingly blind to branded content on social media and just 20% of Facebook posts triggered any emotional response. However, our Meaningful Brands study reported that 73% of people support brands taking a more meaningful role, indicating that there is scope for brands to deliver consumer value through products, experiences and communications.

Faced by omnipresent scrutiny of marketing budgets, fixing the disconnect between people, brands and content to deliver relevant consumer experiences has never been more prescient.

Empowered consumers demand more

Bombarding consumers with the same tired disruptive advertising no longer cuts the mustard. People expect personalised, premium and emotive content.

We have put content partnerships with major publishers and entertainment firms like Universal Music Group and Canal Plus at the forefront of our strategy. Havas Media Group’s partnership with NewsCred provides clients with the opportunity to combine content from 5,000 global publishers with our in-house data and analytics expertise.

Strengthening the bond between data and content is crucial to future-proofing our businesses

We need to ask ourselves 'What utility is our content providing for consumers and how are we combining it with smart data to fuel effective distribution?'

Supported by paid media, brands that get this right will win big by realising a new era of organic marketing where a generation of responsive consumers will share and create content on their behalf. Get this wrong and they will simply switch off.

Our business models depend on it

Disruptive consumer, media and technology change is transforming the commercial relationships that underpin the marketing ecosystem. 

Strengthening the bond between data and content is crucial to future-proofing our businesses as it is the driving force for the emergence of a new model that better reflects the changing relationships between brands and consumers. Brands need ROI; agencies, media owners and technology providers need successful clients.

Our industry hasn't got a fantastic track-record for collaboration but we all have a vested interest and collective responsibility to drive through a new model that supports a thriving, dynamic market.

The technocultural revolution of mobile, IoE and wearable technology presents savvy brands with the opportunity to connect the physical and digital worlds

In order to do this we need to embed values of utility, collaboration and generosity into our businesses and seize opportunities like programmatic, native advertising, content marketing and mobile with a joined-up pragmatic approach.

We need to engage in constructive dialogue and industry gatherings have an important role to play. Next month, I'll be chairing the iMedia Brand Summit where hundreds of global brand advertisers will be meeting to debate the big issues and strategise.

This kind of engagement provides an opportunity for stakeholders to devise cohesive industry-wide action that address major challenges.

Programmatic will crown context as king

The most exciting thing about programmatic is that it creates context – advertisers have the opportunity to interact with the right people at the right time through engaging content.

Programmatic is in the process of transforming our industry but the debate has until now been dominated by the technology itself rather than how it can be combined with compelling content to create relevant brand experiences.

If we are to be successful in realising this programmatic sweet spot, we must work collaboratively, swiftly and decisively as an industry to bring content into the discussion and address justifiable client concerns over transparency, viewability and fraud.

Similarly, native advertising, perhaps the most in vogue of all advertising innovations, provides an unprecedented opportunity to transform paid media investment by placing brand content on relevant third party platforms.

Data, content and technology is connecting online and offline

The technocultural revolution of mobile, IoE and wearable technology presents savvy brands with the opportunity to connect the physical and digital worlds.

Advertisers wanting to thrive in an omnichannel marketing environment must be smart in using data to inform their decisions on what content to deliver over which platforms/screens.

We have moved from a digital first world to a mobile first world and with products like the first iteration of Apple's iWatch around the corner, I suspect we have only touched the tip of the wearables iceberg.

These innovations are fundamentally changing the content we consume and how we watch it. Brands need to move with the consumer to stay relevant in this changing landscape.

I strongly believe that realising a better connection between data and content is eminently achievable and will drive through a prosperous era of advertising that benefits both our industry and consumers.


Recommended

Topics