By Kristina Przitulsky & Abby Bunting

1. H I L L H O L L I D AY @ A D V E R T I S I N G W E E K
1 2 T H A N N U A L N E W Y O R K C O N F E R E N C E
P r e p a r e d b y K r i s t i n a P r z i t u l s k y
& A b b y B u n t i n g
S E P T E M B E R 2 0 1 8
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2. #AWNewYork2018
Advertising Week is the premier conference for marketing, brand, advertising, and technology
professionals. The four day event is held annually in New York, London, Tokyo, Mexico, and Australia
and includes a variety of curated talks, workshops, panel discussions, and networking opportunities
led by industry leaders.
In September 2004, the first AdWeek conference was held on Madison Avenue in New York City.
AdWeek has grown exponentially since its conception. In 2004, 60,000 attendees flitted among 100
panels spread across five days. Today, the conference has exploded into a 900-speaker event with
upwards of 100,000 attendees that focuses not on one specific theme, but anything and everything
the industry cares to discuss.
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3. Evolving Customer Expectations
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76% of consumers expect companies to understand their needs and expectations. And 84% of customers
say being treated like a person, not a number (or patient), is very important to winning their business.
There is growing opportunity for brands that are able to interact on an individual basis with
customers - from customized journeys, to providing unique customer care, to better
understanding a customer’s unique needs. For those companies who are able to deliver this more
human touch, the rewards are considerable. Delivering personalized experiences drives customer
loyalty, with 70% of consumers stating a company’s understanding of their individual needs
influences their loyalty.
So, how are brands looking to achieve these rewards? As discussed by leaders in the advertising
industry, brands must evolve from a multi-channel approach to an omni-channel strategy -
putting their customer at the center of the brand experience. Data, artificial intelligence, emerging
technology such as voice activation, and emphasis on telling unique stories and standing for a
purpose will help brands differentiate and provide real utility across all stages of the customer
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KEY THEMES
1. Data is still the talk of the advertising town
2. The power and expected impact of artificial intelligence
3. Storytelling and purpose: Today, culture is greatly shaping the stories
we tell with our brands - consumers expect brands to align with a
purpose.
4. Voice activation: Enhance emotional connections with consumers by
bringing the brand into the home of the consumer.
5. Future and changing landscape of TV advertising
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DATA-DRIVEN ADVERTISING
An apparent trend from Ad Week 2018 is the emergence of and need for more precise
measurement solutions, the role of data in targeting consumers with the right message at the
right time, and the benefit of data-driven creative.
As more publishers come to market, taking
advantage of the fragmented and siloed
reporting that has plagued the industry,
marketers have to remain vigilant in their
reporting to make sure they aren’t engaging in
irresponsible measurement. For many, this has
meant bringing their data in-house. For others
this has meant partnering with a third party
data partner.
Data can help inform creative and strategy, and in turn
enhance relevance with the intended audience. As
advertisers and storytellers, we’ve always had data at our
fingertips to leverage. However, now we have a whole lot
more of it enabling us to shift toward creating for more
targeted and niche audiences. But just because we have the
data, does that mean we should always use it? Brands must
be careful - too much data can cause the story to be driven
by data rather than a great story being informed by data.
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How can Pharma embrace the age of data?
Campaign measurement has always been somewhat of a grey area for Pharma. With HIPAA legislation limiting our access
to consumer data, we have to get creative in how we measure marketing effectiveness and conversions. Crossix is one
company that has capitalized on this, creating privacy-safe technology that can connect person-level data. There are other
ways in which we can measure our campaigns though, without having to involve a third party data partner.
Incrementality tests are breaking into the scene with more and more publishers providing incentives for brands to engage
in these types of assessments. Incrementality tests provide insights into how a marketing campaign incrementally affects
outcomes and ROI. They are historically very expensive tests given the need to pay for placebo marketing assets (PSAs or
non-profit ads), but platforms are beginning to offer value-adds with free control groups and simulated baselines.
The age old A/B testing is another option that shouldn’t be overlooked. There is always benefit to proving that a campaign
has contributed to some kind of lift, especially as Pharma companies face narrowing margins and pressure to condense
marketing budgets.
In this age of data, it is important that we don’t overcorrect and focus too heavily on the vanity metrics that are constantly
at our disposal. Some of the most effective marketing is the hardest to measure. Top of the funnel, brand awareness
campaigns still play an extremely important role in the brand ecosystem, even though we don't always have an attribution
model or performance data to prove it.
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2.ARTIFICIAL INTELLIGENCE
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one
that is most adaptable to change.”
- Charles Darwin
Louis Richardson, Chief Storyteller at IBM Watson Customer Engagement, opened up the Artificial Intelligence track
discussing the need for brands to learn to adapt, or adjust, to new conditions in the marketplace. The most agile and
adaptable brands are the ones that will continue to succeed and AI can help us adapt in a few key ways:
Your Strategy
AI will give you superior sight,
enabling you to really get to know
your customer. So many times, we
are acting on things we think we
know about our audience because
it feels comfortable.
Your Data
“However beautiful the strategy, we
should occasionally look at the
results.” Artificial intelligence gives
you strength. Companies are
driving their business with 20% of
the data they have access to.
Your Platform
Artificial intelligence provides superior
speed. “When you remove layers,
simplicity and speed happen.” AI can
be leveraged to augment the process
we use as humans, cutting down on
time required to perform actions
such as read and interpret data.
Your Expertise
The speed of light and span of length
is a limiting factor, as long as we live
is as long as we will learn. However, AI
systems can learn from your business
and provide superior intellect. AI
observes, interprets, evaluates, and
makes informed decisions. Leveraging
artificial intelligence can help make us
more valuable.
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What Does the Rise of AI mean for Health?
The healthcare industry is ripe for major changes and disruption. From chronic disease management and cancer research to risk
assessment, the opportunities to leverage technology to deploy more precise, efficient and impactful interventions to improve patient
care are endless. A few examples include:
Expanding access to care in underserved or developing regions. Shortages of trained care providers, including ultrasound technicians
and radiologists can greatly limit access to lifesaving care around the globe. AI has the potential to help mitigate the impacts of this
deficit by taking over some of the diagnostic duties that typically require human interaction.
Reducing the burdens of EHR system use. Electronic health records play a crucial role in the healthcare industry’s path toward leveraging
digital tools to improve patient outcomes. However, the switch has brought forth some problems such as cognitive overload, endless
documentation, and physician burnout. Some EHR developers are now using AI to create more intuitive interfaces and automate some of
the routine processes that consume so much of the physician’s time.
Advancing research and development through ability to synthesize highly complex datasets. We know that AI can provide superior speed
and comprehension of complex data - and these benefits are translating to real world outcomes in the healthcare space. For example,
IBM trained Watson to read medical literature. Watson read 25 million medical papers in about one week. Watson also scanned the web
for clinical trials open across various cancer research centers. All of a sudden, Watson had a complete list of everything doctors needed
to know regarding the latest advancements in cancer research and clinical trial outcomes, becoming a trusted knowledge resource for
Oncologists. Watson was used to augment what humans do on a regular basis to cut down on time needed from physicians and
providing them the information required for them to ask questions and provide quicker medical assistance for patients.
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3.STORYTELLING
To advertise is to tell a story. That has and will always be true. The way in which we tell these stories is what has
changed. The introduction of new media, changing consumers, and emerging technology has lead to a wave of
convergence in the industry, driving advertisers and marketers alike to get innovative.
Advertisers are using a number of new avenues and tactics to share their brand stories. Across the industry we
are seeing the following trends:
Brands are taking a stand
The millennial and gen Z generations are more
attracted to brands that openly stand for
something bigger than a profit margin. In fact,
⅔ of consumers will buy a product or boycott a
product based on what the company stands
for. In our increasingly political landscape,
more and more brands are finding shared
value between their corporate social
responsibility and their financial goals.
Incorporating social purpose into your brand
story can actually help build brand loyalty and
has shown to increase overall growth revenue.
Personalized marketing
Personalized marketing and segmentation are
buzz words these days, putting pressure on
creative agencies to develop numerous
iterations of creative for each consumer
segment. Brands have to be careful they aren’t
going too granular with their segmentation and
too personal with their messages though. As
Sara Okin Livengood, Vice President of Product
at Refinery29, said “Isn’t personalization just
what you liked yesterday?” A balance has to be
found between delivering messages that are
relevant to your audience and also sharing and
educating your audience with new and
interesting content.
Mobile
With the majority of the world consuming
content on mobile, brand storytelling has
had to adapt to fit the short and ephemeral
way in which media is consumed on the
device. Publishers are building out new
opportunities for advertisers to share their
story on mobile devices, but just because the
placement is available doesn’t mean
advertisers are building for it. They should.
We need to meet our consumers where they
are and in the format they are used to
consuming. This means utilizing stories,
leveraging influencers, and exploring AR.
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The story of Healthcare Marketing
Healthcare marketing is not known for its cultural relevance. In fact, it can often feel very sterile and disconnected from modern
society, when executed poorly. Unfortunately, the extensive medical, legal, and regulatory reviews that are required for
pharmaceutical advertising prevent pharma from doing anything in real-time, which ends up neutralizing a large portion of the
population.
In a time where marketing has become even more entrenched in current social and political issues, it is so important for brands to
take a stand. Pharmaceuticals have historically stayed away from this space, and that likely won’t change. That doesn’t mean pharma
companies have to disengage completely though. There are ways that they can advocate for change within the realm of Healthcare,
and in ways in which they are comfortable. Partnering with a non-profit on a campaign for instance, or contributing money to a good
cause. Making these acts of goodness more public and more marketable, will only help in terms of brand loyalty and sentiment.
Similarly, Pharma companies just don't have the resources or the internal processes currently set up to implement a truly
personalized DTC campaign. There are certainly ways in which they can heavily segment target audiences and sequence messaging,
however we aren’t seeing it at the same scale as other industries. As much as we can segment, we should, as it becomes even more
important to get a tailored message when it comes to a topic as personal as your health.
Mobile is a big push we are seeing across our Healthcare clients. Facebook and other platforms are pushing hard for brands to build
for mobile first, and it is permeating across the industry. We expect to see a lot more Pharma companies adapt the mobile-first
model in the next year.
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4.THE EVOLVING WORLD OF VOICE
Voice technology is arguably the first technology that does not require humans to adapt, it’s
actually designed to adapt to human needs. When you think of voice, search may be the first
thing to come to mind. However, voice is more than search. Now, brands are focusing on the
conversational user interface that voice tech provides and in order to continue to provide
utility for users, brands will need to focus on solutions that do not just answer a query, but
instead fosters a relationship and conversation with the consumers that use it. Voice
presents an opportunity to enhance the emotional connection between brand and consumer
by bringing the brand into the home of the consumer.
After all as Stephanie Schultz explains, VP of Emerging Strategic Partnerships at American
Express, brands cannot expect customers to go out of their way to engage with the brand
through actions such as downloading mobile apps, visiting the branded website, etc. Instead,
brands must harness the massive reach of tech platforms to engage their audience at scale
where they’re already spending their time.
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Does Voice Have a Place in Healthcare?
When Siri first arrived in 2011, it sparked a new wave of interest in voice technology and conversational interface. However, Siri was
never meant to be a development platform. When Amazon launched Alexa in 2016, there was a new wave in excitement regarding
voice activation. It didn’t take long for developers to get behind the new voice interface and start innovating. New skills evolved from
sending SMS messages, to controlling our lights and thermostats. People have predicted the rise of voice technology for a while, so
what is so different now? Well, the technology has finally caught up with humans and starting to provide real utility for users. Voice
interfaces are less awkward and more useful, just look at some of the stats:
It’s become pretty apparent - voice interaction is not just another trend, it is becoming part of our everyday lives.
For healthcare marketers, it is increasingly important to think about how such technology can enhance the patient experience with the
brand. Voice has been discussed in the context of the operating room, the recovery room - think helping patients with restricted
mobility, clinical trials, and now perhaps the most interesting use cases being integration with care management platforms and
enhancing home care. Care management platforms monitor patients and collect data, but leveraging voice can enhance programs by
allowing the program to start a conversation about the context of your data. Common ways that voice can improve home care include
medication or appointment reminders, providing information about medication, and medical alert response systems. A small trial by
the Front Porch Center for Innovation and Wellbeing in California found that by the end of the trial, 100% of participants felt Alexa
overall made their life easier.
ComScore predicts that
50% of all searches will be
voice searches by 2020
72% of people who own a voice-
activated speaker say their devices are
used as part of their daily routines
65% of people who own an Amazon Echo or
Google Home can’t imagine going back to the
days before they had a smart home speaker
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5.THE FUTURE OF TV ADVERTISING
Television is being consumed more than ever, but it is being consumed in new ways. As part of the video
landscape, we’re experiencing the erosion of live TV viewing and the growth in on-demand. On-demand and
addressable television presents new opportunities for brands to target their audiences differently, and more
precisely. A lot of intelligent work goes into creating the strategy and creative that fuels TV advertising, but
brands are not structuring their targeting based on those insights when it comes to TV. OTV and addressable
are still slow to catch on, so what is the hold up for brands acting on this?
According to Martin Blich, Managing Partner at MediaCom, and Peter Naylor, SVP and Head of Advertising at
Hulu, the advertising industry is still buying TV in largely the same way that it has been done for decades
leveraging a singular currency. By continuing to buy GRPs and not taking advantage of what is relevant to the
consumer, we’re exposing customers to commercials that they’re simply not interested in. Over the next year,
Blich and Naylor believe that we will see a new currency introduced to the market.
In addition to the currency prediction, the panel believes that we’ll see the industry stop talking about TV and
start talking about video holistically. We’ll also commercial video become more sophisticated in terms of
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Addressable TV for Advanced Patient Targeting
Successfully targeting and reaching the intended audience continues to be a challenge for pharma marketers
planning consumer campaigns. For example, the population of target patients for the medication may be relatively
small, meaning that a high percentage of impressions are “wasted” on viewers who have no interest or need in the
advertised medication, and therefore will never be true prospects for treatment.
“Addressable TV” allows pharma marketers to target specific households by leveraging algorithms based on
demographic or geographic data, similar to digital video strategies. With nearly 50 million US households
“addressable” via cable boxes, advertisers have the ability to identify those homes whose members have a greater
likelihood of being part of the brand’s target audience.
In the new data-rich world of media and marketing, it’s no longer sufficient to reach the masses in hopes of
resonating with a specific audience. Instead, we can expect brands to increase their use of and reliance on data-
driven media channels - especially in the world of shrinking brand budgets. From programmatic digital to
addressable TV, data will fuel the reach of distinct patient populations.
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What do AdWeek speakers believe we’ll be discussing at next year’s event?
1. Augmented Reality in Digital Out of Home: As mobile devices with AR kits built in them grow in adoption,
marketers are presented with the unique opportunity to build engaging and immersive advertising creative via
digital out of home placements. Out of home in general is seeing a huge resurgence as ad tech capitalizes on
the breadth of reach available through the channel (90% of consumers can be reached via OOH marketing).
Additionally, will there be a world where out of home screens are built with facial recognition?
2. Voice Proliferation Across a Spectrum of Devices: From phones, devices, to homes and cars as well as the
fusing of screens will continue to shift how consumers choose to continue to engage across different devices.
As brands and platforms become more sophisticated about how the conversational UI is used, voice
technology on public devices will become even more personalized.
3. Data-driven TV: We’re at a tipping point of sorts. Over the next year, expect to see some changes stemming
from the need to drive better performance - we’ll see more experimentation and leaders making data-driven
TV part of their strategy.
What’s to Come in the Next Year?
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Questions?
Feel free to reach out to Kristina Przitulsky
(Kristina.Przitulsky@hhcc.com)
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