SXSW X MediaVillage X #AskGenZ: It's a Wrap!

The first session was quotCan Brand Advertising Survive the Era of 11quot and included Margaret Coles of Goodby Silverstein ampamp Partnersamp160Noamp235l Paaschamp160of Google Amy Shea of Ameritest and Kate Sirkinamp160of Publicis Spineamp160 The key focus of this panel was how advertising agency leaders can balance the needs of traditional brand advertising with the new datadriven models surrounding localized targeted audiencesamp160 When I asked Coles about how companies are targeting younger audiences to influence their buying decisions she said quotIf you39re not thinking about your influencer strategy you39re not actually reaching Gen Zquotamp160 Rightfully soamp160the session was completely packed with hundreds of peopleThe next session I attended highlighted the Google Cloud for Startupsamp160program featuring Google representatives Heidi Restivo and Ryan Richard along with Brian Wilson of Zenoss and Lyal Avery of PullRequestamp160 The panelists emphasized the premier capabilities of GoogleCloud comparatively speaking to web platform services provided by Microsoft or Amazon39s AWSamp160 Although Restivo acknowledged that while it39s trailing in third place she stressed that Google is beginning to invest a large amount of money into itsamp160Google Cloud Platform in hopes of building ecosystems of startup communities in cities nationwide packed with founders investors and advisorsamp160 Additionally they tailor many of their new services to students aiming to gain the brand loyalty of Gen Z foramp160Google Cloud being the rightful platform for collegiate founders to build their companies throughFinally I attended quotCan Content Media CatchUp with Digitalquot featuring Gabe Bevilacqua of Viacom Britta Cleveland of Meredith and Scott McDonald of the Advertising Research Foundationamp160 In this panel the advertising leaders discussed how they are able to monetize their content even though platform demands are constantly changingamp160 One key takeaway was that brands should create goals and success metrics only after they have a sound understanding of their desired audiencesamp160 Additionally when I asked how they are aiming to meet the demands of the growing Gen Z consumers Bevilacqua said quotExperiment learn from it and changeamp160 Sure you might have a legacy business but it39s a legacy that might not be alive 10 years from nowquotamp160 Although major players in the industry might not want to completely pivot from what they already know the key to the future of content media is to test new content strategies and experiment with new approachesPlease check out my previous SXSW 2019 posts and be on the lookout for more Gen Z insights to come via my AskGenZ column for MediaVillageClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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SXSW X MediaVillage X #AskGenZ: It's a Wrap!

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Kelsey Davis

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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SXSW X MediaVillage X #AskGenZ: It's a Wrap!

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Kelsey Davis

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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