Tell us about yourself and your role?
Hi, I'm Patrick and I'm a Product Manager at Veridooh. Designing and building solutions for businesses has been my passion for the last 8 years. I bring my experiences from Mechanical Engineering and Management Consulting into the role with an affinity for design and user experience. At Veridooh, I work with a talented engineering and product team on our line of software solutions that are making out of home advertising one of the most effective, trusted and automated mediums. You'll find me on a tennis court, volleyball court or at the pottery studio when I'm not working on our out of home solutions!
What major disruptions are you currently observing in the media industry, and how do you think they will shape the future?
In the last few years, OOH media owners have done an incredible job of digitising their ad inventory. As a result, this has disrupted how advertisers are engaging with the medium and bringing in a lot of new technologies that are improving, measuring, and automating traditional ways of doing things. Or making possible what was impossible before. For example programmatic OOH is revolutionising the way ads are bought and displayed by allowing for automated, real-time ad placements based on real, data-driven insights. If you compare today to where we were even just a decade ago, advertisers can now have so much more control in terms of how their ads are being delivered, and to which audiences.
For example, a brand can shift its ad placements based on current traffic patterns or local events, maximising the relevance and impact of their message. For the world’s oldest advertising medium, we can’t overstate just how disruptive this is.
How do you think new tech is changing how we work in media?
Technology is streamlining media production and distribution by automating so many processes. Programmatic platforms enable real-time bidding and ad placement, ensuring that ads reach the right audience at the optimal time. Data analytics tools offer precise measurement and attribution, helping advertisers understand campaign performance and make data-driven decisions. Here at Veridooh, our Independent Verification tool gives brands and media agencies greater transparency about where and how their ads are playing. And we’re in the process of rolling out our campaign automation tool, Collaborate, which is completely upending the day to day process of campaign management. It brings all stakeholders together into a single platform, and automates the end to end process so that responsibilities are clear and campaigns go live faster and with less mistakes.
What emerging technologies do you foresee having the biggest impact on the media landscape in the next few years?
Indepndent OOH Verification, obviously! But that aside - we are really fortunate here in Australia to have some amazing homegrown companies that are having a huge impact on the world of media and advertising. Mutinex and Magic Brief are just a couple of names. Here at Veridooh, the exposure we have to the programmatic OOH providers is another great example - it’s incredible to see the impact that technology is having on how we plan, buy and measure media.
How do you think the integration of AI and machine learning will transform content creation and personalization in media?
AI and machine learning are revolutionising content creation and personalisation in media by enabling the generation of dynamic and tailored ad creatives based on user preferences and behaviours. These technologies allow for real-time optimisation of ad performance, adjusting targeting and bidding strategies to maximise engagement and ROI. This is leading to more relevant and engaging ads, higher click-through rates, and improved overall campaign effectiveness.
What trends or innovations in media and technology are you most excited about, and why?
The development of new ad formats, such as interactive and immersive AR/VR ads presents exciting opportunities to engage consumers in more meaningful ways and create memorable brand experiences. Increasing capabilities in data analytics will pave the way for deeper insights, actionable metrics and more effective and personalised advertising strategies. It’s exciting to see technological advancements improving the experience of both consumers and brands alike in media.
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