Paolo Provinciali of Anheuser-Busch Talks about Buying Options, TV Metrics and Privacy

Mark Stewart Prior to AB InBev you spent 10 years at Google driving global digital and programmatic best practices How did that experience prepare you for your current rolePaolo Provinciali My experience in digital and performance marketing at Google gave me the technical expertise critical to navigate the increasingly complex media ecosystem and leverage technology and data to find innovative ways to connect with consumers When combined with the creativity and drive of the Anheuser Busch marketing organization it allows us to set new benchmarks for what is possibleNowadays any head of media needs to be highly proficient in the complexities and nuances of digital social and programmatic to reach an ever more fragmented audience The quotdigitalizationquot of traditional channels like connected TV digital outofhome and podcasts makes technical expertise a requirement to drive impact through innovation Leveraging data and advanced analytics to deliver a message with relevance and resonance becomes a critical skill to haveThe most exciting part is to bring this experience to Anheuser Busch and cocreate with an incredibly talented team For Super Bowl and Daytona this year we combined great creative with clever broadcast integrations to create a genuine connection with people39s passions and we powered everything with data and the latest technology to drive relevance conversation and ultimately salesStewart You are quite the sage You recently predicted there was going to be a shakeup in the TV industry and shortly after Amazon Prime secured a 10year exclusive rights deal with the NFL Is this good for advertisersProvinciali First thank you To answer your question more buying options are generally positive for the buyside Still the reason why this announcement is particularly interesting is because it is a clear sign of changing timesI will be bold enough to say that this is just the beginning If you look at the rating trends the audience dispersion the recent privacy changes by tech players and the massive investment in content that is happening across traditional and digital players it is easy to imagine that the industry will be fundamentally different 12 to 18 months from nowI think it will be positive for those advertisers willing to take a bet on the industry39s future and at the same time have the flexibility to adjust their strategy to the changing consumer behavior at just the right momentStewart You have been an outspoken proponent of changing the TV currency from viewer efficiency to viewer effectiveness metrics Are the sellers receptive to going beyond delivering exposure to delivering outcomesProvinciali Yes The vast majority are open to the conversation The question now is what metrics will become established to measure impact and how to use them I am a big proponent of attention metrics which are a further iteration on viewability a very established concept in the digital advertising spaceI am an advocate of attention for two reasons Firstly it allows the industry to recenter around a metric that is truly indicative of consumer behavior The second factor is that it allows us to isolate the variables that drive impact Broadly speaking advertising drives consumer behavior through three componentsMessage delivery how we transact in the industry todayMessage reception which is the ability to capture attentionMessage resonance the ability to persuadeIt is hard to make a solid argument to justify why the sellside should be accountable to guarantee the overarching campaign impact when there are other influencing factors outside of their control At the same time I think every advertiser expects to serve their message in an attentive and receptive environment Focusing on attention allows us to shift the conversation towards what we can do to create better consumer experiences and reward sellers that create a better advertising environmentMany colleagues who are also part of the ANA39s Media Leadership Growth Council are doing tremendous work on this front The Council39s recent whitepaper on quotMedia KPIs That Matterquot does a great job at framing the conversationStewart In your blog you talk about the need to continuously change one39s approach to the marketing discipline What changes are you making that are having the biggest impact at AB InBevProvinciali We constantly reassess and change our approach to things I need to give a shout out to my incredible media team and our team at Dentsu for always being up for the challenge Nowadays things are changing dramatically every week and you need to be agile and accept that what has worked in the past may not work going forward Our CMO Marcel Marcondes summarized our ambition by saying quotComing out of a COVID year we don39t want to get back to normal we want to get betterquot And so we are changing the way we plan buy measure success develop creative and work crossfunctionally to find new opportunities It is the combination of all these things that allow us to get betterStewart Speaking of change if you could wave your magic wand and change anything in the industry what would it beProvinciali A world where privacy and advertising are not seen as polar opposites the avoidance of an overly simplistic narrative on the topic and better consumer educationClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Paolo Provinciali of Anheuser-Busch Talks about Buying Options, TV Metrics and Privacy

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