Context & Connectivity: Crafting Ads that Deliver

In a lively discussion at POSSIBLE 2024, industry leaders from Molson Coors, e.l.f. Beauty, and Uber Advertising emphasized the critical role of high-quality data in driving business outcomes. They highlighted the necessity of leveraging data to understand and respond to consumer behavior, particularly in a rapidly evolving digital landscape where speed and cultural relevance are paramount. AI emerged as a transformative tool for optimizing workflows and enhancing personalization, though it requires careful implementation and governance.

Patrick O’Keefe of e.l.f. Beauty remarked on the importance of speed and data-driven decision-making, noting, “The data does drive it. You do have to move quickly and in order to really reflect on what they want, when they want it, they’re telling us.” This sentiment underscores the need for marketers to stay agile and responsive to consumer signals while maintaining a balance between rapid execution and strategic deliberation.

High-quality data is essential for driving business value and results. Marketers must focus on harnessing high-quality data to make informed decisions and achieve business objectives.

The ability to move quickly and adapt to cultural trends is crucial. Companies must balance speed with precision to respond effectively to consumer demands and market changes.

Delivering the right message to the right person at the right time remains paramount. As data becomes more private, owning and leveraging first-party data will be increasingly critical.

While AI tools offer significant potential to enhance workflow and decision-making, organizations must establish clear policies and ensure AI’s application aligns with brand safety and strategic goals.

Effective partnerships require sharing relevant data to maximize mutual benefits. Brands must collaborate with platforms and partners, using their own data to optimize marketing efforts and improve consumer experiences.