The Year Of Video
I’m Keith Weed, CMO of Unilever, and for my first task as guest editor of Think with Google this week, I’m sharing my key takeaways from Advertising Week in New York.
Trying to distill more than 200 conference sessions into a couple of standout themes is a tricky task, but here are a few ideas that stuck with me.
Diversity is more than just a buzzword. The importance of diversity in our teams and in our creative is not just moral, it’s absolutely economic. Diverse teams perform better, and creative that actually reflects the world we live in shows higher levels of engagement. These are not simply things I believe. They are facts.
It might finally be the year of video. Looking at Gen Z, 95% of them use YouTube, and 50% say they can’t live without it. And 69% of Gen Z are on Instagram. The trick for us as marketers will be thinking about how this feeds into new forms of commerce.
Digital measurement matters. I’m encouraged that digital measurement was a main focus of last week. Put simply, it’s time to make cross-platform measurement a reality so we can start giving consumers the online experience they deserve.