NEW YORK – The media landscape is being transformed with the greater availability of data to help brands decide the best ways to reach new or existing customers with their marketing campaigns.
“When you have streaming content, when you have viewership, when you have engagement – one of the most amazing things about the NewFronts is you see that technology, the interaction with the actual video units,” Mike Bregman, chief data officer at Havas Media Group, said in this interview with Beet.TV contributor Mike Shields.
“It’s not just scanning a code anymore. You can actually click. You can transact,” Bregman said. “The amount of signals that you have in the ecosystem is just exploding.”
Artificial intelligence technology is helping to automate labor-intensive processes for gaining insights into the effectiveness of advertising among different media platforms including television.
“The human brain, the media planner, the data analyst can only handle so much,” Bregman said. …