Adweek: News UK insight into driving data
Data and insight are the new ‘currency’ for News UK, our CCO Chris Duncan told Ad Week Europe yesterday (Monday).
Chief Customer Officer Duncan spoke to event delegates in London following the rebranding of News UK Commercial as The Bridge.
The reshaped department sets out to more effectively match up advertisers with audiences through increased use of data.
Duncan, a panellist at the Realising the Data Dream session at Picturehouse Central in Piccadilly, said: “Data and insight takes us from traditional models to new models.
“Data is everywhere in the business. It’s now a currency in the business. Data is one of the lubricants of the business.
“The price is determined by results for clients. We are asked 2/3 levels more than we used to. We are needing to work harder.
“Now customers come in all shapes and sizes. We are such a broad business, the product offering is constantly evolving.”
GLIMPSE OF THE FUTURE News UK commercial chief Dominic Carter (left) during the virtual reality debate
A glimpse of the future came in the session hosted by News UK Chief Commercial Officer Dominic Carter, titled Virtually Real: Advertising’s Virtual Future.
Carter said that Virtual Reality usage was “potentially about to explode and where audiences go, advertisers follow.”
Panellists saw great potential for VR in gaming and travel devices, calling it ‘the ultimate engagement’ for an ad.
The News UK-branded Bridge Lounge at AWE proved a popular meeting point for delegates. The adjoining Fabulous Salon was also a focal point for visitors by offering hair, nails and make-up treatments.