Lyle Currier, Sr. Manager, Media (B2C), Lenovo, shares his take on contextual targeting, MMM, and his favorite Lenovo device.
Do you prefer
brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their preferences.
Lyle Currier, Sr. Manager, Media (B2C),
Lenovo:
Always-On Campaigns or Tentpole Moments: Tentpole moments. Always-on
campaigns are critical to sustaining brand recall, but it's the big tentpole moments that allow you to break through and drive the brand.
First-Party Data or Contextual Targeting: Advertisers can underrate effective contextual targeting. Showing your brand where you know your
audience is in an enjoyable and relevant context leads to positive brand results. However, tools like clean room partnerships offer the best of both worlds.
Cava or Chipotle: Chipotle
CTV or Social Video: Cheat answer; both :) CTV delivers high-impact, premium ad spots that drive attention on the big screen - but needs to
be supplemented with paid social to continue the storytelling and brand recognition. (Of course, it ultimately depends on your audience and creative set.)
AI-Powered Optimization or Human Gut Instinct: Today's ad platforms are using AI optimizations that monitor
intent and other signals at a rate faster than we can humanly monitor. However, these optimizations are only as powerful as the human touch that applies the parameters and structure.
Media Mix Modeling or Real-Time Dashboards: Media Mix Modeling. Real-time dashboards
provide the micro trends necessary for mid-campaign optimizations, but the mindset should be that those are the means to an end to move the needle on the greater macro trends that an MMM report
reveals.
Lenovo ThinkPad or Yoga: Love my Lenovo Yoga! I previously had a ThinkPad for
six years and consider it one of the best machines in the world, but now that I'm more involved with our Yoga business I have to give a very biased answer here. ;)
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