Advertising Top 10 Lede

Business Insider named 10 advertising executives to its list of 100 people transforming business.
They include a direct-to-consumer visionary, TV advertising power player, and the CMO behind whacky ad campaigns.
See the full list of the 100 people transforming business here.

The $221 billion US ad industry is being upended by the rise of digital ad giants, fragmented consumer attention, and marketers’ ever-increasing pressure for results.

We identified 10 visionaries who are disrupting established sectors from the outside or transforming legacy ones from within. Read on to see the full list of 10 people transforming advertising.

Profiles compiled by Tanya Dua, Abby Jackson, Lauren Johnson, and Lucia Moses.

Colleen Aubrey, the global VP of performance advertising at Amazon, is charged with winning over big brands

Colleen Aubrey is taking on the duopoly.

The long-time Amazon employee helps advertisers understand Amazon’s sprawling array of ad formats and e-commerce tactics. Aubrey is especially focused on persuading big brands to advertise on Amazon by offering them better measurement and discovery tools.

The goal is to combat the digital ad dominance of Facebook and Google, which together gobbled 57.7% of US digital ad budgets in 2018, according to Pivotal Research. Amazon had a 4.1% share.

“Amazon has done a really great job in solving shopping for products, and we haven’t really cracked the code on how customers shop and build affinity for brands,” Aubrey told Business Insider.

In one example, she’s rolled out a feature called Stores, which marketers use to design and merchandise their own digital storefronts and view stats like traffic and sales. She’s also working to get brands to adopt a metric called new to brand, which measures the number of people who purchased a brand for the first time in one year as a result of seeing an ad.

Randy Freer, the CEO at Hulu, has grown Hulu faster …read more

Source:: Business Insider

      

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