`
Webinars

Digital Advertising - In the Eye of the Beholder

Digital Advertising - In the Eye of the Beholder

“We’ve got to think about what advertising does for the consumer – it’s got to be useful, it’s got to be non-invasive and it’s got to be integrated in the experience in which we’re trying to deliver value…Going forward, [advertisers should focus] on the human element and the emotional element. That’s what creates relevancy and connection with consumers.”
- Lex Bradshaw-Zanger, Chief Marketing and Digital Officer, L’Oréal UK & Ireland

GumGum’s new research proves that consumers are more than ready for advertisers to ditch intrusive cookie-targeting and align ads with content that people are genuinely interested in. But, the way out of audience tracking is not an easy one. 

In partnership with GumGum, The Drum hosted a panel with top industry leaders to get their take on what consumers truly want and how advertisers can reach them. Through the discussion, it became clear that marketers must embrace the combination of context, creative and attention, instead of personal data, to find a more human way forward.

“We’ve got to think about what advertising does for the consumer – it’s got to be useful, it’s got to be non-invasive and it’s got to be integrated in the experience in which we’re trying to deliver value…Going forward, [advertisers should focus] on the human element and the emotional element. That’s what creates relevancy and connection with consumers.”
- Lex Bradshaw-Zanger, Chief Marketing and Digital Officer, L’Oréal UK & Ireland

GumGum’s new research proves that consumers are more than ready for advertisers to ditch intrusive cookie-targeting and align ads with content that people are genuinely interested in. But, the way out of audience tracking is not an easy one. 

In partnership with GumGum, The Drum hosted a panel with top industry leaders to get their take on what consumers truly want and how advertisers can reach them. Through the discussion, it became clear that marketers must embrace the combination of context, creative and attention, instead of personal data, to find a more human way forward.

What's Inside

Click to preview:
No items found.
  • “There should be a lot more pressure on advertisers, brands and technologies to make sure that we respect consumer privacy and respect the data points that we can get hold of in a way that isn't creepy.” - Peter Wallace
  • Over three quarters of UK consumers (79%) are more comfortable seeing online ads that are relevant to the web page they appear within than ads that are based on their browsing history.
  • Marketers need to start thinking about the relationship of creative, messaging and encouraging an emotional connection in order to create relevancy and build a connection with consumers.

The Panelists:

  • Peter Wallace, Senior VP of Sales EMEA at GumGum
  • Lex-Bradshaw Zanger, Chief Marketing and Digital Officer at L’Oréal UK & Ireland
  • Sophie Wooller, Director of Digital Transformation at Croud   
  • Matthew Corbin, Global Growth Leader at Accenture Interactive

Video Thumbnail Image

Meet with Us!

To reach the right people for your ads with GumGum, please reach out below.

Your data will be processed according to our Privacy Policy.

insertpageurl
Guide Teaser Image
Thanks for contacting us! A GumGum representative will be in touch shortly.
Oops! Something went wrong while submitting the form.

Meet with Us!

To reach the right people for your ads with GumGum, please reach out below.

Your data will be processed according to our Privacy Policy.

insertpageurl
Guide Teaser Image
Thanks for contacting us! A GumGum representative will be in touch shortly.
Oops! Something went wrong while submitting the form.

You might also like

Click this icon to scroll back to the top of the page