Category: Podcast Lab

2020 was the most unpredictable year for advertising that most of us have ever seen. But with the unpredictability came a lot of innovation and reimagination from brands. 

One thing that we noticed is that brands really adapted how they spoke and connected to their consumers. Advertisements were no longer about purely selling products, but for those brands who did it right, they became about informing people how to stay safe, or what they are doing to help fight the virus and help communities. Brands took a human approach to reassure people that things would be alright and that their brand would be with them along the way. 

In our latest podcast Helen Mussard, Marketing & Business Strategy Director, IAB Europe, and Dominique Blanc, VP, Customer Success, Locala, talked about the other major trends they noticed in 2020, as well as what they expect we’ll see in 2021. 

Take a listen below!

Helen Mussard, Marketing & Business Strategy Director, IAB Europe

 

 

Dominique Blanc, VP, Customer Success, Locala

 

Hosted by Lauren Bigland, VP, Brand Strategy and Communications, Locala

There’s often the notion that your voice doesn’t count, your vote doesn’t’ matter, or that if you say something it might not be as impactful as you hope. This sometimes feels true to many of us. But what happens when you challenge that thought and you take the small step?

In this episode, Guillaume Dannaud, Corporate Partnerships Officer at EcoTree, told us a well-known story about the little bird in the forest fire. As all the other animals started to flee, the hummingbird gathered the small amount of water in their beak that they could and went back and forth to the fire to help put it out. The other creatures told him that he was too small and he wouldn’t be able to help. The message here is that we must do what we can to help matters, no matter what. We cannot be in the mindset that our efforts don’t matter, because every little drop counts. 

We sat down with both Guillaume Dannaud and Jean-Francois Coutanceau, SVP Procurement and CSR at S4M to get their take on how one company’s CSR can impact their own company as well as the environment and people around the globe. With everyone doing their part, there may actually be a possibility of change.  

Take a listen to their conversation below!

 

 

Guillaume Dannaud, Corporate Partnerships Officer, EcoTree

 

 

Jean-Francois Coutanceau, SVP Procurement and CSR, S4M

 

Hosted by Lauren Bigland, VP, Brand Strategy and Communications, Locala

Corporate Social Responsibility has been sort of a buzzword in the industry over the past couple of years, but 2020 has really made businesses put their money, and their time, where their mouth is. 

With Generation Z becoming a large part of the working population, we are seeing the increase of interest from internal employees to work for a brand or company that has a CSR arm and actively contributes to organizations that align with their beliefs and values. This is also something that is becoming very apparent when we look at how consumers are determining what brands they will and won’t buy from. 

Noticing the desire for businesses in the ad tech industry to be more purposeful with their time and the way they engage with their clients and employees, Chad Hickey started Givsly,  a company built to drive business through a culture of purpose. 

In the latest episode of the Locala Academy Podcast, we sat down with Chad, CEO, and Founder at Givsly, and Locala’s Ed Silhan, Chief Revenue Officer, North America, to talk about the importance of instilling your brand/company with a sense of purpose that aligns with your audience, internally and externally. 

Take a listen to their conversation and to learn more about Givsly. 

 

Chad Hickey,  Founder, and CEO, Givsly

 

 

Ed Silhan, Chief Revenue Officer, North America, Locala

 

 

Hosted by Lauren Bigland, VP, Brand Strategy and Communications, Locala

Over the past two years, data collection regulations have become more stringent in Europe and the US with GDPR and CCPA. Consumers are now getting back more control over their personal information when it comes to what is being shared with brands through mobile devices. 

As these policies come into the public light, consumers are more aware of what data of theirs is being collected. But on the other side of this uptick in user and data privacy control is the increased responsibility for advertisers to demonstrate the importance of WHY user data is obtained in the first place, and what the end-use of it actually is. It is becoming increasingly important for publishers, brands, and tech companies to show how consumer data is leveraged, and prove to the user that it is done as a way to gain a better view of their individual interests and behaviors, which means more personalized and tailored experiences. 

We know that publishers are able to provide us with free, quality content due to the revenue that derives from being able to sell ad space, and as consumers begin to see that, we are noticing the opt-in for data collection has not dropped off as much as initially expected, showing that they are recognizing the value in sharing personal data. 

In our third episode, we spoke with Hemanshoo Bhakhri, Global Strategic Partnerships at Locala, and Anne-Sophie Molasoko, Senior Demand Account Manager at PubNative to talk about how this shift in consumer privacy has made the call for publishers to prove the benefits of data collection to their users. 

Click below to access the latest episode and hear the conversation on how user privacy impacts the overall user experience.

 

 

Anne-Sophie Molasoko, Senior Demand Account Manager, PubNative

 

 

Heman Bhakhri, Global Strategic Partnerships, Locala

 

 

Hosted by Lauren Bigland, VP Brand Strategy & Communications, Locala

The onset of digital out of home has shifted what is considered a broadcast medium to a programmatic and dynamic one, merging the benefits of digital planning and measurement with the power of traditional media reach. The channel is now able to leverage advancing technology and gain better access to more consumer data, allowing digital billboards to provide targeted messaging. 

While mobile is a key driver in executing effective drive-to-store advertising campaigns, the importance of having an omnichannel approach has come to the forefront in order to be able to deliver the best possible results for brand clients. Recent research has shown that a combination of (D)OOH can drive an average 17% uplift in smartphone activations and really encourage consumer engagement. 

On our latest episode of the Locala Academy Podcast Lab, we sat down with Gavin Wilson,  Chief  Revenue Officer at VIOOH, a leading planning and trading platform for the programmatic buying and selling of Out-of-Home (OOH) advertising, and Nico Saraiva,  SVP Strategic Partnerships at Locala to discuss our recent partnership. 

The conversation touches upon the true benefits of combining these two channels for advertising and drive-to-store as well as gives insight into where the industry is headed and how with a better understanding of our ad technologies we may expect to see that media can breakout from being planned in silos to shifting to the concept of planning for the outcome first. 

Take a listen to the full episode here so learn more about DOOH and mobile. 

 

 

Gavin Wilson, Chief Revenue Officer, VIOOH 

 

 

Nicolas Saraiva, SVP, Strategic Partnerships, Locala

 

 

Hosted by Lauren Bigland, VP Brand Strategy & Communications, Locala

In the first episode of Locala’s Academy Podcast  Lab, we sat down with Unacast to discuss our recent global partnership, with the two people closest to it, Nico Saraiva, SVP, Strategic Partnerships (Locala) and Eric Hynes, Senior Director, Head of Client Success (Unacast). 

This is a particularly important partnership for us because the integration of Unacast’s human mobility data into the Fusio platform will allow Locala to better contextualize the real-world behavior of consumers and their in-store visitation habits so that we can drive more store visits to our brand clients’ shops, restaurants, and dealerships. 

While the conversation began as a look at the work our two companies have done together, it quickly turned into a discussion on how location data has been leveraged lately to offer COVID-19 analytics to help with the ongoing health crisis and economic recovery, especially in the US. And when location data is used right, it can not only help brands deliver more relevant messages to consumers, but it can help small businesses understand how and where people are shopping and better inform them how to best reopen their shops so that we can begin to get back to thriving communities. 

Take a listen to the podcast to hear more from Nico and Eric. 

 

Nicolas Saraiva, SVP, Strategic Partnerships, Locala

 

 

Eric Hynes, Senior Director, Head of Client Success & Partnerships, Unacast

 

 

Hosted by Lauren Bigland, VP Brand Strategy & Communications, Locala