Webinar Archive

In a post-cookie world, brands will need to build or rebuild a strong data foundation to compete and serve their customers. By investing in their customer intelligence with a data-agnostic approach, brands will be able to generate customer profiles with identity at the core, complete with customer attributes. This will allow for a full customer profile that is more than an identifier.

In MMA’s “Great Debate Series” we discuss the growth frameworks of world-renowned academics with leading marketing experts in Germany. In the first of four panels we debate Dr. Peter Fader’s framework. Fader is professor of marketing at the Wharton School of the University of Pennsylvania and a representative of a customer centric approach. Fader operates on the founding belief that marketers must leverage customer lifetime value. He argues marketers generate the best results when they find the customers most likely to buy their product or service — and then finding more of them.

The pandemic has dramatically increased the number of video streaming households, and in a down marketplace in 2020, OTT was the only category that experienced double digit growth in ad revenue. As marketers increase their OTT budgets to reach a large, engaged audience, they also need to accelerate their creative performance to drive measurable consumer actions.

Join IBM as they discuss how advanced creative technologies and AI can help solve the obstacles marketers face in the OTT landscape and maximize video campaign outcomes. You will learn: