Ben Goodman

TV was a little bit simpler because you could see which channels people were changing.

Now you can actually get real-time insight because you see engagement.

You see who likes a video.

You see which channels are engaged and which are not engaged.

And so actually, it's never been easier for organizations to get access to the data to understand how people are engaging with your brand.

The flip side of that is it's never been easier for people as individuals to flip brands, flip channels.

The concept of brand loyalty is really being challenged in lots of different ways.

And so for brands thinking about solving for that, it's about making sure that you are looking at the real-time data as it evolves.

Making sure that, yes, you must make long-term decisions, long-term investments, but you have to constantly be looking at what is the latest channel.

As an example, all old things have become new again.

That's the cycle that we go through.

Radio, critical now is more people spend time in traffic.

podcasts critical as more people choose to listen to what they want to listen to.

TV, streaming, all of those formats are still relevant, plus all the social media channels.

So as a brand, how do you make sure you're capturing insight from all those channels?

How do you make sure that the partnerships you have in market, whether it's the agencies or the data partnerships or the technology, allows you to actually have the insight to make the decisions?

And this is the power of AI.

It's actually about...

enabling people to synthesize a lot more data in a way where they can make an objective decision and actually implement changes in the way they do things really easily.

I want to talk about creativity.