On Day 2 of IAB Europe’s flagship conference ‘Interact’, Alex McGibbon, Vice President of Client Solutions at Xaxis, will take to the stage to discuss audio’s coming of age, in a programmatic world. This must-attend presentation addresses one of the most talked about growth areas in our industry – programmatic audio! As part of our ‘meet the speakers’ series, we spoke to Alex about other trends and developments he is seeing, as well as his top picks on other sessions to attend!
Interact: What will you be discussing at Interact?
Alex McGibbon: An outlook on Audio and the opportunity programmatic is opening for advertisers hoping to gain incremental reach, as audiences are becoming more connected. It’s a very interesting growth area for marketers to explore with their advertising budgets so I hope the audience find some good takeaways from the session.
Apart from your own, what’s your must-attend session at Interact?
AM: The ‘Fighting Ad Fraud’ which is on at the same time as my session will be very interesting, I used to work with Dennis Buchheim and would be intrigued to see his take on this from the IAB Tech Lab perspective.
Also, Dominic Grainger’s session on Tuesday – as the CEO of GroupM EMEA, it’s always great to view the wider viewpoint of our GroupM network.
Why should people attend Interact?
AM: It’s a great chance to see how industry players are working collectively to provide the best advertising experience to the end consumer. The conference provides visitors with inspirational source knowledge and expertise to really see the standards to which they should be benchmarking against.
What’s your 2019 industry buzzword?
AM: Client centricity. It sounds cliched but there is a lot of weight to the words, and I don’t consider it a buzzword but a core value that all digital advertising players should have intrinsically in their DNA.
What do you feel is the biggest challenge to our industry?
AM: Privacy – how the industry handles the complexities and importance of user privacy.
What trends do you predict for 2020?
AM: Programmatic audio, of course – audio/radio advertising is deserving of the tech capability that has long been advantageous for online/display advertising. Influencer marketing is also another trend that is changing the advertising landscape and is really opening a wider discussion about advertising engagement with consumers.
I think there is a wider trend, looking at where all this technology we have in our hands now will lead us to using these as smart tools; to reach audiences in the way that honours the outcomes advertisers/brands want.
Finally, have you visited Warsaw? If so, what’s your top tourist tip? If not, what are you most excited to do or see?
AM: I haven’t but excited to visit. On my list will be the Palace of Culture and Science – its history and architectural significance and for the views.