ADA: Data is Key in this Age of Digital Disruption

Digital Disruption
ADA's Country Director Gilbert Cadiang (Philippines) and CEO, Srinivas Gattamneni

Mitzi Ilagan, Assoc. Editor, Negosentro | In a recent roundtable meeting with two of the Philippines’ top media disruptors — ABS-CBN and Mediablast Digital — ADA ( CEO Srinivas Gattamneni and Philippines’ ADA Country Director Gilbert Cadiang, discussed the disruption of traditional marketing.

Digital Disruption
Rise of the Disruptors (from left to right): Gilbert Cadiang (ADA Phils. Country Director), ADA CEO Srinivas Gattamneni, Anthony Andrada and Mitzi Ilagan, Mediablast Digital Corporation, Partnerships Head MJ Cordova and Integrated Marketing Head Mattel Soliven-Celestino, ABS-CBN Digital Media Division, and Mediablast Digital Corporation Co-COO and CFO, Zes Martinez

ADA, a data-driven integrated digital marketing business, basically disrupts marketing for brands and businesses across Asia. ADA is also the largest independent digital marketing company in Asia, with a total of 201 specialists in Singapore, Indonesia, Malaysia, Thailand, Korea, Sri Lanka, Bangladesh, and the Philippines. They deliver a full suite of high-performance digital services through adaFutures, studioA, adaReach, adaAcquire, adaXchange, and XACT.  

As a business with an approach to break the silos between media and creative as data drives the marketing decisions, ADA makes a brand realize how important data is in creating marketing plans, in this age of digital disruption. Through the telco-powered proprietary data management platform (DMP), Xact, ADA processes over 50 billion records of data with over 200 attributes, making it an effective means for personalization and targeting. This makes ADA and the brand fully understand the consumer’s needs so they can show the most effective ads suitable to their preferences.

ADA believes that in digital, if one shows the same creative for more than two weeks in a row, people will get less interested. You’ll have to replenish more creatives, unlike for a TVC which are aired for months or so. “Media planning should come first, and then the creative is to be executed based on the target audience”, explained ADA’s Gattamneni. Also, facing the fact that traditional can become a lot more expensive than digital, it goes to show that it really can be considered as a great alternative at these times.

In essence, ADA’s goal is to help digital marketing companies engage with their audience wherever they are at any time using the right message. With most people using their smartphones for their daily activities, it serves as one of the most important and useful means to relay a brand’s message in this age of digital disruption. In the next months, years, or so, technological advancements would provide more means for digital disruption to take place. This new wave of disruption would make things more programmatic. Advertising and marketing techniques would shift into something more personalized for the target consumers for a more efficient and cost-effective implementation. Through the right data, advertisers would be able to create the right plan which would fit the consumer’s needs.

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