Addressability Relies on Data Insights That Ensure Proper Targeting

Addressable advertising is an important tool in helping marketers reach television audiences based on key criteria, providing enough precision to ensure campaigns are relevant to viewers. Accurate information about consumers underpins these vital media functions. Addressability is “about having that data layer and understanding that data becomes humans and humans are data, and being able to understand exactly who you’re targeting,” Lisa Giacosa, chief investment officer at Publicis Groupe’s Spark Foundry, said in this interview with Beet.TV.

SOURCE: Beet.TV

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SOURCE: Ad Age
Campbell’s holiday ad inspired by the real mother-son story of an A+E Networks executive

Campbell’s holiday ad inspired by the real mother-son story of an A+E Networks executive

Check out the new “Spoonful of Joy" multiplatform holiday campaign from our client Campbell's, which was developed in conjunction with our content team and partners at A+E Networks Lifetime Television. The campaign builds on Campbell's existing “Joy Nights In” campaign and is inspired by the real-life experience of one of the A+E Networks executives.

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SOURCE: Campaign UK
Campaign UK Top 10 Media Planners List

Campaign UK Top 10 Media Planners List

Congratulations to our UK joint Managing Director, Marcos Angelides, for being named on Campaign Magazine UK’s top 10 media planners list. Marcos has enhanced Spark Foundry’s success in 2023, showcasing standout projects like Louis Vuitton's Harrods projection and immersive Roblox campaigns. Additionally, he prioritised building a diverse strategy team, achieving 55% female and 45% BAME representation — all leading to this very well-deserved recognition!

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SOURCE: Econsultancy
‘Human involvement is fundamental’: Marketing and generative AI in 2024

‘Human involvement is fundamental’: Marketing and generative AI in 2024

“Generative AI is still in its early learning years. You can ask it for basic tasks, but it’s no substitute for years of experience crafted by a professional.”

Spark Foundry UK's Head of Adtech, Will McMahon, recently chatted with Econsultancy about the upcoming generative AI trends and the evolving role of human involvement in 2024 and beyond.

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SOURCE: Google Future of Marketing Blog
Meet the Privacy Power Players building the future of modern marketing

Meet the Privacy Power Players building the future of modern marketing

Investing in privacy is an investment in growth. At every touchpoint of the customer journey, privacy is playing a critical role and brands need to prioritize it to drive trust and business performance. Our partners at Google recently chatted with our Chief Investment Officer Lisa Giacosa about her perspective on privacy.

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