TechBytes with David Zapletal, Chief Innovation & Media Officer at Digital Remedy

Tell us about your role and the team/technology you handle at Digital Remedy.

As Chief Innovation & Media Officer, my role is to keep Digital Remedy, and our clients, at the forefront of the convergence of media and tech, finding ways to ensure our platforms, systems, and tools are best equipped to ensure success for our clients campaigns as well as to maintain full integration of all data streams so that we can optimize and help our clients with real-time business decisions.

How is the direct to consumer economy working to change how all brands engaged in traditional digital media like display? 

The direct to consumer economy disrupted the complacent execution of media and messaging to the would-be consumer. Brands now have to restrategize their approach with a more tailored messaging based upon where the consumer rests in their journey and their media consumption. So, a proper Omnichannel strategy with a targeted story to guide the consumer into a Sale is extremely important.

Is there a silver bullet for combining media data to develop Business Intelligence?

If you can utilize terministic data against the media, it will provide insightful data versus probabilistic intelligence.

Will we ever have a real-time data feed that is universal to all media types and placements?

A universal feed, yes. Real-time, what is real-time?  Less than one second is not possible in today’s environment.

As traditional/linear media channels (like OOH and Radio) become more digital, what technologies exist today to help marketers make the leap to testing the digital counterparts?

We have seen exponential growth with programmatic DOOH and radio. Due to their infancy and high demand, you can expect the murkiness of the media without full transparency. Eventually, it will evolve just like the rest of digital media.

When determining the true impact of a brand’s campaign, how are marketers using technology to test data, insights, and measurements to track performance?

I am not a marketer of a brand. If I was, I would utilize a few analytics tools that have multi-attribution support to fine-tune the reporting around a brand’s campaign.

What is the one piece of advice you have for today’s brands when it comes to prepping for the future of AdTech and digital media?

Never underestimate the power of your data coupled with walled garden data to synthesize exponential performance.