CPX President Rob Rasko & GE’s Director of Global Strategy Talk Digital Advertising

CPX COO & President, Rob Rasko, met up with GE’s Director of Global Strategy, Andy Markowitz, at the IAB Leadership Meeting to talk about changing the ecosystem, the idea of more aggressive advertising, innovative marketing techniques, and more.  Markowitz discussed the existing interest in digital within his group at GE, and that they will ultimately be charged with elevating practices and standards within the company. He plans to show people how to use technology to create more relevancy, both from a consumer standpoint, and a B2B standpoint.

Rasko and Markowitz discussed one of the major topics of conversation among IAB members: the growing tendency towards more aggressive, intrusive advertisements.  Markowitz is open to exploring new ways of doing things, and believes there should be tolerance for new formats, but he was also sure to point out that it’s not an all or nothing situation. In other words, an ad doesn’t have to either be totally aggressive or not at all. He stressed the importance of using creative wisely, as well as taking the opportunity to create better contextual relevancy.

In terms of innovative marketing techniques, Markowitz would like to see better idea generation. More specifically, he would love for marketers to come in to a meeting ready to lay out an idea for what they can do with one of his businesses right away, and the more relevant the idea, the better. He would also appreciate more of a focus on B2B in addition to B2C. Additionally, Markowitz sees data becoming increasingly more relevant and a bigger piece of the puzzle in the near future. Not only will it be helpful from the audience selection standpoint, but also in terms of the ability to mine data and understand the audience better.

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