Vatom AdWeek Panel with P&G & iHeart Media
Vatom, P&G, and iHeartMedia Discuss the Future of Marketing at NY Advertising Week
Our own Eric Pulier joined Kimberly Doebereiner, P&G’s Group Vice President, Future of Advertising and Head of P&G Studios, and Rahul Sabnis, Chief Creative Officer at iHeartMedia, in a special AdWeek panel discussion about how Web3 is creating a new era in customer engagement as leading companies move Web3.
When looking at current Metaverse event-based activations:
“In the end, the data that you’re getting is similar to doing a very successful television commercial — it’s exposure,” said Pulier. “You’re not really building a relationship with that audience, you’re not getting the first party data, you’re not then following up and creating that ongoing experience that is really the essence of a communication strategy.”
On the importance of Universal Wallet:
The scannable QR code that makes up iHeart’s strategy is representative of the evolution from Web2 to Web3, Pulier said. In the past, fans scanning a QR code would likely be prompted to download a plethora of apps for exclusive benefits. Now, consumers from a single connection point can opt-in to individually, legally and ethically have a relationship with every brand partner that iHeart brings to the table.