Azher Ahmed, exec VP and chief digital officer at DDB, says that most advertisers with a sophisticated grasp of the digital ecosystem understand there will not ever be 100 percent safety, especially in places like Facebook’s News Feed. Advertisers just want to know that there are systems for watching the platform and disclosure when brands are affected.
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Dissecting the Hits and Misses of the Week
In lieu of the week’s typical after parties, on June 26 at 2 p.m. Ad Age will bring together marketing and agency leaders who will recap the week of presentations. As part of the IAB’s official agenda, we will discuss hits and misses, see which trends are in and which are out and identify the words and phrases that will define this year’s negotiations.
Azher Ahmed, director of digital at DDB U.S., says that ads tailored to binge watching could lead to new ways to think about campaigns on Hulu. For one, brands know they have a heavily invested viewer.
“You don’t want to just blast the same creative at them; think about a series of ads that plays out in a binge-watching session,” Ahmed says. “Also, put a creative lens on it; at some point they have to take a break, so have a message that is tailored for it.”
But posting an unlocked ad can pose a challenge, says Azher Ahmed, director of digital at DDB.
“If you can put something up and deal with the backlash and the cynicism that Reddit famous for, you can survive anywhere,” he says.
“We’ve had Snapchat come by the agency and give us training on how easy it is to prototype and even launch a Lens,” says Azher Ahmed, director of digital at DDB U.S.