Monique Nelson, CEO, UWG US is a judge on the inaugural Festival of Media North America Awards, which are taking place on Thursday 30 November at Metropolitan West in New York, and here she provides her insight on the region’s current media landscape.
Transparency and brand safety have risen to the fore around the world in the industry during the last couple of years, but North America’s digital advertising practices have come under increasing pressure. How, if at all, has this affected the marketing campaigns and work that has been produced in the last 12 months in the region?
It is truly important that as we usher in new and more efficient technology we do not sacrifice the accountability to the tech. It is our jobs in media and advertising to be accountable for what we are buying and why. Our clients are deserving of understanding the true cost of business and ultimately while the buy may be executed faster it does not necessarily make it cheaper, or heaven forbid free. This is by all accounts still a work in progress, but there is no room for opaqueness. In addition, more clients are using tools such as DoubleVerify and Moat to monitor transparency.
What two or three trends are you seeing dominate the media landscape in North America?
Programmatic TV and Audio, social, and podcast.
What does the industry need to do to ensure it continues to evolve with technology advancements and most importantly consumers continually changing habits?
Focus on shopper and meeting consumers where they are on mobile.
What will you be looking for when judging the Festival of Media North America Awards?
Interesting and disruptive ways we are engaging and entertaining consumers.