Ads need more data to support creativity

Omnicom Group is a global leader in advertising, marketing and corporate communications, with a number of http://www.aliyun.com/zixun/aggregation/6277.html "> Advertising companies." Omnicom is a listed company, traded on the NYSE. Recently, Omnicom announced the first quarter of this year's earnings. Next, I will focus on its earnings, analysis of the future of advertising development, this column is also the issue of concern.

It was good news for all of us that Omnicom had done well in the last quarter. Its good financial results give us confidence and let us believe that the work we have done has been rewarded. Omnicom's profits are better than expected, and operations are better than they think. Omnicom is confident in the future of the advertising industry, especially in the market where he is in.

At an analyst meeting, Omnicom's CEO, John Wren, highlighted an element that, I believe, contributed to the continued success of Omnicom. "As we all know, we established a new strategic partnership with Microsoft, Yahoo and AOL this March, which is an important step in the digital marketplace," he said. Previously, we have established a partnership with Google. The establishment of the above cooperative relationship is aimed at adjusting our capabilities in brand development, product innovation, and absorbing new technologies and platforms from our partners. We build these partnerships to provide companies with a lasting competitive edge and to provide innovative, effective tools and ideas to our customers around the world. ”

Jonathan Nelson is in charge of Omnicom's digital business, a pioneer in the interactive advertising market. Referring to the partnership, he pointed out that Microsoft, Yahoo and AOL provided user data for Omnicom, enabling advertising companies to develop good directional advertising under the protection of the enterprise. These user data, advertising companies can also be obtained from professional data companies such as Analect, modeller and so on.

In essence, large advertising companies can access powerful user data streams. Although this news is not widely reported, but I think, this is the mode of the advertising company transformation.

In the past, advertising firms competed with each other, relying mainly on the power of creativity, which was judged by the client. Although creativity is still important to the advertising industry, we realize that it is far from enough. Now, manufacturers prefer to invest in tighter schemes, and profits are mostly captured by small retailers that can control access to consumer data.

Now, we need not only strong subjective creativity, but also confidence in content and data. If an advertising agency can access special data, it will have a powerful source of creativity that will help the business succeed. Many of us have been in the advertising industry for a lifetime because we like this job. Listening to new ideas brings us special impulses. This is still the most exciting part of the advertising industry, but for us, we have to be sure that the business is better, the idea needs to be seen, the information comes from the real world, and it comes directly from the consumer's activities.

Analysis of the strategic cooperation with Omnicom companies, AOL, Yahoo, Microsoft and Google. See who's missing? Obviously, Facebook has the most authentic data for all consumers, and it tells you everything about your users. At present, these data are not yet available to society.

In the future, Facebook's user data may be released. Perhaps Facebook is still a young company and doesn't know how to do something with these valuable data.

In addition, some companies can access mobile user data, T Mobile and Verizon, Apple and even Amazon. These figures, like the one in the California gold Mine, are of great value but difficult to locate and release. This is why Omnicom's actions have such powerful power. It is not only capable of acquiring data, but also more capable of disseminating data globally. In the future, if the advertising companies want to be in an invincible position, it should be around the acquisition and application of data to take more action.