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As any seasoned marketer knows, the advertising and media landscape is broad, spanning more touchpoints than ever before. LiveRamp Asia Pacific managing director Melanie Hoptman discusses what marketers need to do to overcome challenges, gain traction and ensure their clients stand out in the future.
In a fragmented media environment, every advertising dollar needs optimisation. Within the growing TV advertising space, the story is no different. 2024 saw consumer journeys spread further across more touchpoints as their viewing habits diversified.
Amidst these transformations, marketers’ abilities to engage with consumers as their viewing habits splinter will only get harder. In 2025, there are three key concepts that marketers must use in order to cut through: adaptation, innovation and collaboration.
Adaptation will help marketers stay at the forefront of TV
Australia is an adaptable market, and the ecosystem is proving that it can adapt well to the rise of Connected Television (CTV) – but this must continue. 2024 marked the first time agencies invested in CTV more than display and mobile, with 87 percent of agencies committing to regular or significant activity in CTV. As investment in CTV continues to increase, marketers should continue adapting to the cutting-edge tools available for this slice of the market.
For many marketers, the key next step may be identity. Deterministic identity, leveraging first-party data, offers a key tool for marketers to understand where their audiences are spending their time. Identity offers marketers insight into not just households, but where individual consumers can be targeted, which is critically important as consumers jump between services, devices and more.
Identity offers a springboard to the true cutting edge, which is data collaboration – many may have heard of specific applications of data collaboration, like clean rooms and media networks. Through data collaboration, marketers can tap into many cutting-edge innovations that have been discussed but never fully realised, like cross-screen measurement. Data collaboration allows companies to collaborate in a way that respects consumer privacy, unlocking closer relationships for marketers and publishers, and allowing marketers to better understand who their ads are reaching, and critically, to connect these ads to real business outcomes.
Innovation unlocks more value from data
In addition to truly delivering on the promise of cross-screen measurement, data collaboration also unlocks further channels for marketers’ innovation by enabling companies to overcome gaps in consumer intelligence and expand possibilities through data partnerships with every company in their networks.
For example, media networks powered by data collaboration have seized the market by storm. They offer powerful insights for marketers who are leveraging TV and CTV advertising. By using clean rooms and other tools to open up the data silos that exist between TV publishers and retail point-of-sale, marketers can connect TV ad exposures to conversions and retail transactions, unlocking a real view of how advertising can drive real business outcomes.
Media networks, while increasing in popularity by the day, are only one small slice of what data collaboration unlocks. Data collaboration can be used to partner with every part of the ecosystem, whether it’s with insights companies to complement marketers’ first-party data or with suppliers for creative new product development.
While data collaboration is a foundation for further innovation, marketers must challenge themselves to forge new collaborative partnerships and think of new ways to enhance their data to propel their business forward.
Collaboration is the first step to driving value tomorrow
Amid strengthened regulations and increased signal loss, data collaboration offers a powerful opportunity for marketers to continue providing the engaging, relevant experiences their customers want. Privacy-conscious data collaboration tools, like clean rooms, facilitate partnerships without exposing personal information, allowing for enhanced customer intelligence while protecting consumer privacy.
Just as marketers have taken an entrepreneurial approach to first-party data to provide privacy-conscious, engaging, relevant advertising, they must take the same approach to data collaboration in order to bear fruit. Every company has its own network and through data collaboration, marketers can spin up the nodes of their network to help propel each partner forward. The best way to learn how to collaborate with data is to form partnerships and start leveraging data.
Melanie Hoptman is the Asia Pacific managing director at LiveRamp.
Photography supplied by LiveRamp.
