In “The Race To Addressability”?Sam Bloom/PMG's keynote kicked off our GoAddressable 2024 Summit.?"Believe it or not, Advertising has a lot in common with the history of spaceflight.”?A great agency perspective on why it’s more important than ever to go #addressable-first.?To bring it back to Earth, start with outcomes first & then work backwards! Key themes: ?? Historically, the missions of space-flight–and advertising–were all about launch ?? Now, space flight is hyper-focused on landing & reusing the rocket – by reverse-engineering the mission to deliver the intended outcome ?? Today’s fragmented media yields varied outcomes – requiring advertisers to work backwards: the single source of truth = measurement + planning ?? There are a handful of mission critical elements to launch addressable campaigns – accurate & verified 1P data / strong, durable HH signals / authenticated media What This Means For Advertisers: ? Signal loss is impacting the ability to accurately target & measure ? Unauthenticated media is watering down media value ? Authenticated addressable TV advertising is the answer ? #goaddressable & #addressable-first
So great having Sam detail why advertisers need to start with outcomes and use addressable with deterministic data to achieve those outcomes. He set the tone for our best summit yet.