Future of TV Advertising international keynote Jon Evans is Chief Customer Officer at marketing effectiveness data firm System1 – and one of the world’s top marketing podcasters. He's on a mission to help marketers hold the line and sell-in emotional, creative campaign investment to rational, hard-nosed exec teams by better predicting its P&L impacts. While the media industry obsesses on the medium – optimising channel mix, ROI, CPMs, the value equation of the channel – fully half of the business outcome depends on the creative, i.e. the message, per System1’s analysis of 100,000 campaigns. But that message is getting lost says Evans. He wants to help CMOs avoid getting fired by arming them – and the C-suite – with the data to better predict how their ads and massive media investments will perform over the long term. Which just might counteract the accelerating rush to performance channels, with Coke the latest, as marketers seek any kind of validation in the face of exploding remits and intensifying short-term pressure. Plus, he has a toolkit for brand marketers and agencies that unpacks how to build mental availability, cut through and more predictable business results on which to base their media buys.

Future of TV Advertising international keynote Jon Evans is Chief Customer Officer at marketing effectiveness data firm System1 – and one of the world’s top marketing podcasters. He's on a mission to help marketers hold the line and sell-in emotional, creative campaign investment to rational, hard-nosed exec teams by better predicting its P&amp;L impacts. While the media industry obsesses on the medium – optimising channel mix, ROI, CPMs, the value equation of the channel – fully half of the business outcome depends on the creative, i.e. the message, per System1’s analysis of 100,000 campaigns. But that message is getting lost says Evans. He wants to help CMOs avoid getting fired by arming them – and the C-suite – with the data to better predict how their ads and massive media investments will perform over the long term. Which just might counteract the accelerating rush to performance channels, with Coke the latest, as marketers seek any kind of validation in the face of exploding remits and intensifying short-term pressure. Plus, he has a toolkit for brand marketers and agencies that unpacks how to build mental availability, cut through and more predictable business results on which to base their media buys.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

‘Half the impact comes from creative’: System1 customer chief Jon Evans on how to sell-in emotional ad investment to cold, rational CEOs, CFOs – the CMOs nailing it, and why channel mix obsession will waste brands’ biggest investments

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