Future-Ready Marketing: Harnessing Location Strategies Within Full Funnel Media & Measurement Beyond Cookies

We recently hosted an impactful event in Shoreditch, London:

The event tackled today’s most pressing topics in digital marketing, from adapting to limited data to making the most of location-based strategies. Here’s a deeper dive into the key highlights:

Event Highlights

• TV and CTV Accessibility
  Patrick Kelly explained that half of TV and CTV advertisers spend less than £50,000 annually, showing that TV is more accessible than brands might assume. This opens doors for even smaller brands to enter the TV space.
• Regional Relevance in Advertising
  According to Dan Douglas, Deliveroo’s use of regional accents in voice-over led to a 25% increase in brand awareness and affinity. This example underscores the value of incorporating local flavor, from voice-overs to calls-to-action (CTAs), to resonate with diverse audiences.
• Rising Popularity of Live TV and Event StreamingJames Davies shared that streaming of live TV and events has grown fourfold, providing brands with a range of targeting options. By leveraging location, demographic data, and even subtitle content, brands can programmatically buy CTV spots that better align with audience interests.
• Simplified Local Execution in National Campaigns
  Patrick Kelly highlighted that localizing national campaigns doesn’t have to be complex. Brands can add a local touch with regional voice-overs or location-based CTAs, making their campaigns more relevant to local markets without a high cost. ITV even offers creative services to support businesses with limited budgets.
• Dynamic Opportunities in Digital Out-of-Home (DOOH)Dan Douglas emphasized that while DOOH is often seen as a traditional brand channel, it can also be a performance-driven medium. By using dynamic ads and location-specific content, brands can get detailed performance data and personalize content across regions.
• Redefining Attribution and Marketing Mix Modeling (MMM)According to James Davies, attribution isn’t “dead,” but the approach has evolved. Today, local MMM can encompass groups of locations that share similar business goals, offering brands a more granular understanding of their campaign performance.
• Incrementality Testing for Growth Opportunities
  Patrick Kelly noted the importance of incrementality testing, encouraging brands to use MMM insights to drive further testing and identify growth opportunities.
• Moving Beyond “One Size Fits All” Media Planning
  All speakers emphasized that a one-size-fits-all approach to media planning is outdated. Tailoring media strategy to reflect the unique attributes of each location and audience segment is essential in driving more meaningful results.

Thank You to Our Speakers

Special thanks to our brilliant guest speakers:

• James Davies, Founder at Crossover Communications
• Patrick Kelly, Head of Digital at ITV
• Dan Douglas, Co-Founder at StoreBoost Retail

Thanks to everyone who attended and participated in the thought-provoking discussions. Stay tuned for more DAC events as we continue exploring cutting-edge strategies to future-proof marketing in an increasingly data-driven landscape.

GET IN TOUCH