Sherry Chen Devereux shares her take on always-on campaigns, the human touch vs. AI debate, and reaching audiences.
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.
Sherry Chen Devereux, Associate
Director, Paid Media Strategy, NP Digital:
Flexible Media Activation or Pre-Committed
Buys: Certain times of year with peak seasonality call for pre-committed buys to lock in inventory and rates. However, as I’m sure we’ve all experienced, budgets can change
at a moment’s notice, so the ability to pivot within flexible media activations and programmatic buying is always appreciated.
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AI-Powered Optimization or Human Gut Instinct: AI-powered optimization. I’ve been pleasantly surprised in the past by how consumer insights
research and performance results can defy gut instinct and pre-conceived notions about our target audiences.
Always-On Campaigns or Tentpole Moments: Always-on campaigns with the option to flex in creative and messaging related to high priority, short-term
initiatives so that evergreen campaign learnings can be preserved.
World Cup or Super
Bowl: As our work league’s fantasy football commissioner and as a lifelong Green Bay Packers fan, Super Bowl! My friends and I have an ongoing list of watch
party food ideas with Bad Bunny puns (feel free to put DtMFajitas on your menu).
Predictive Analytics
or Pattern Recognition From Experience: Leveraging predictive analytics through media mix modeling in partnership with our data, analytics, and insights team has been
invaluable for us to allocate dollars wisely.
Hyper-Specific Targeting or Broad Audience
Reach: This is the eternal fine line that we walk with ad platforms increasingly removing more precise targeting segments! We need to find the audience size sweet spot for
algorithmic bid strategies to work, but more and more systems are advocating broad targeting. We’re constantly testing and refining to make sure we lean into the performance result benefits and
checking against quality of down-funnel conversion actions without completely going broad.
Local
Community Activations or National Awareness Initiatives: Again, if the audience size allows, local activations provide a level of personalization necessary to cut through the
thousands of messages our attention spans are hit with daily. I know I'm not alone feeling frustrated after clicking on an improperly geotargeted ad and seeing no nearby locations or other relevant
information.
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