在这一集里，我们讨论了。
- 最近的事件，特别是COVID-19大流行病，如何对客户的旅程产生了深刻的影响。
- 在谷歌和苹果的大动作之后，我们行业的ID定位的未来。
- 为什么采用全渠道方式接触客户比以往更重要？
- 情景广告将如何为更新的 "无文本 "程序化渠道（如音频和视频）发展。
- 为确保广告的相关性所需的数据、媒体、工具和战术。
- 情境和游戏将如何共同激发新的方法，以及游戏中的广告测量挑战。
- 未来几年科技和数字领域令我们兴奋的是什么。
展会亮点
The complex content of brand safety
“What the pandemic did was really highlight that the need for brand suitability went beyond just blocking things around coronavirus.”
― Derek Wise
塞西尔也同意，强调了平衡方法的价值。
“I think every marketer recognizes the importance of making sure that those publishers providing that quality journalism get the funding that they need through ads, while at the same time, markets also need to balance the need for brand safety and suitability.”
― Cecile Blanc
德里克断言，广告商将从更细致的品牌安全方法中受益--而且我们在执行能力方面已经取得了巨大的进步。
他举例说，合法的词汇和主题--如 "同性恋 "和 "女同性恋 "以及关于种族的对话--被阻止，这是一些品牌为避免争议性内容而做出的错误努力的一部分。
相反，Derek建议限制对关键词的依赖，而支持更丰富的上下文理解。 语境的理解。
“We have people that block the word 'shot' all the time. What they really meant to block is things around death and injury and firearms-related content. They accidentally ended up blocking anything around football, basketball, golf, pharmaceutical research.”
― Derek Wise
Omnichannel is everywhere in 2020
"消费变量已经发生了相当大的变化，"Wise说，讨论了COVID-19大流行病对消费旅程的影响。"消费的行业类型和目标定位的内容都发生了相当大的变化。"
德里克和塞西尔一致认为，全渠道战略可以使广告商适应快速发展的客户旅程，使他们现在比以往任何时候都更加必要--和有效。
“Being able to really measure the effectiveness of your campaign across all the channels is what we’re starting to see really drive change in behavior from an advertiser’s perspective.”
― Derek Wise
Contextual goes beyond text
Cecile和Derek还讨论了一些较新的技术和策略，这些技术和策略使上下文定位成为广告商的有力工具--即使是对视频和音频等 "无文本 "媒体。
“The goal is to bring it all together into a seamless, multicontextual offering where it really doesn’t matter what the media is.”
― Derek Wise
Measuring the growth of gaming
In-game advertising a relatively nascent format that comes with fresh challenges for advertisers.
Cecile’s Global Solutions Team at Xaxis is helping spearhead initiatives to advance the capabilities of in-game advertising. She asked Derek, who has has experience in both game development and in in-game advertising, about how it factors into the ad game today.
One of the challenges, Derek notes, is cultivating a consistent consensus on measurement standards. He recognizes the value of the standard taxonomy defined by the IAB, but says we still have some ground to cover in fully defining the value of things, like “what is valid and viewable in a 3D racecar game when the sign is flying by.” Because, understandably “there are lots of brands and agencies that are very, very particular about what's valid and viewable and counting those impressions.”
Cecile agrees, noting the similarities to another dynamic format: “Thinking about foot traffic a bit like we're doing with digital out of home (DOOH). So what is the angle that it's going to be seeing? How long is it going to be in view?”
