Talks with Teads | Parvati Vaish, Havas Media Network, on Data-Driven Creativity and the Future of AI in Advertising

In the latest episode of “Talks With Teads,” filmed at Cannes Lions 2024, Natalie Bastian, Teads’ Global CMO, sits down with Parvati Vaish, SVP Consulting at Havas Media Network. They explore the intersection of creativity and data, particularly in the pharmaceutical industry, where ensuring that advertising resonates with the right audience is critical.

Key Insights:

Data-Driven Creativity

• Parvati emphasizes the importance of using data and technology to enhance creative storytelling. At Havas, the focus is on digital transformation and leveraging data to create impactful media experiences. This involves understanding consumer behavior and using digital signals to ensure every touchpoint is meaningful.

The Power of Data

• Despite Google not deprecating the cookie, data remains invaluable. It enables a comprehensive view of the consumer journey, allowing for precise targeting and personalized messaging across digital platforms, including connected TV (CTV).

Measurement and Optimization

• Measurement is crucial both during and after campaigns. Havas uses attention data and behavioral signals to assess campaign effectiveness, optimizing for both the message and its delivery. This approach ensures that the media and creative work together to meet clear KPIs.

The Role of AI

• AI is revolutionizing the advertising landscape by enhancing the connection between media execution, creative messaging, and consumer experience. Parvati highlights the potential of AI to speed up processes, improve accuracy, and scale efforts, all while addressing challenges like bias and misinformation.

For more insights on the latest trends in marketing, media, and tech, discover our “Talk With Teads” series.