A DPAA Q&A with Heather Dumford of ConAgra Foods

Barry Frey:  What media do you consume on a daily basis?

Heather Dumford: Mostly I keep up to date through my daily “flash briefing” from Alexa via my Amazon Echo (powered by NPR and CNN). I get inspired through my Instagram feed and stay informed on fashion news through Women’s Wear Daily.

Barry:  What are the biggest changes you foresee for the advertising business over the next five years?

Heather: Today, there is a huge focus on data and mining for insights but I see very little rich application in making sure that data also inspires the creative. As media channels become more targetable (addressable TV, DOOH, etc.) and opportunities like VR introduce more immersive experiences, the pendulum will swing back to a focus on great creative inspired by both the data and the platform capabilities.

Barry:  How are you utilizing digital out-of-home and digital place-based location data?

Heather:  For one of our brands, Slim Jim, out-of-home video and digital place-based data have played a key role to reach a consumer that is constantly on the go and toggles between various content every 15 seconds. Location data for us is most interesting in telling a consumer journey story to give us a better intention of a consumer’s life stage, intention and overall lifestyle rather than simply the intersection of speaking to a consumer at an exact location.

Barry:  What is your favorite new app?

Heather:  While it might not be a brand new app, one that is new to me is InkHunter. I love the way they incorporated augmented reality in a meaningful, useful way. After recently getting my first tattoo, I am on the hunt for my next one.

Barry:  Tell us a bit about your upcoming speaking appearance at the Video Everywhere Summit.

Heather:  I am excited to take the stage with respected agency, client and media partner friends to talk about the use of data in the world of programmatic and how that intersects with the multitude of video choices we have today. It should be a great panel with lively conversation.

Barrry:  The Presidential election winner will be ...?

Heather: Life changing and unforgettable, regardless of the winner!

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