The future of digital marketing with Elizabeth Herbst Brady
Advertisers and digital marketers are feeling the clear air as the global economy recovers after dealing with the impact of Covid-19 restrictions. Yahoo is leading the way, boosted by its recent acquisition by Apollo Global Management.
media week I spoke with Yahoo’s Head of Global Revenue & Client Solutions. Elizabeth Herbst Bradywhen she headed from New York City to Sydney for AdWeek.
It’s been a big 12 months for Yahoo, with the announcement on September 1st of last year that it had completed its acquisition by private equity firm Apollo Global Management. Herbst-Brady said his next year was an “incredibly exciting time” for Yahoo.
“In the world of digital marketing, we get used to changeBut especially for Yahoo, we are a suite of iconic brands. I use the term retro cool most of the time.
“We have 900 million monthly active users, which accounts for 25% of the world’s email and is the third most visited internet site in the world. Being able to offer on behalf of agencies and publishers gives you access to this complete ecosystem. Apollo really believes in us.I think they are very happy that we showed up.”
Of course, acquisitions aren’t the only big change at Yahoo in the last 12 months. Herbst-Brady, who is battling the effects of the Covid-19 pandemic, says recovery is an “ongoing cycle.”
“Travel is certainly opening up, but there are still some issues with supply chains.
“I think people are getting to a point where they understand that things aren’t going to be smooth sailing, so they can get used to ongoing churn.”
As Head of Global Revenue & Client Solutions, Herbst-Brady has a keen eye on upcoming digital trends.
“Advertisers and consumers are looking at things holistically. They want a holistic understanding of marketing and media spending..
“With so much interest in connected TV and the digital out of home, measurement is a very important topic. Personalization still tops”
Physical distancing can be an issue in the Australian and New Zealand markets, but Herbst-Brady said Yahoo has a “great history” in the Southern Hemisphere.
“We are doing very well and we continue to evolve and change in the market. Omni-channel is a global trend that is certainly very prominent in Australia and New Zealand. and in terms of partnership with JCDecaux.
“I think it’s in line globally, but the unique voices and opportunities of Australian business are booming, and I think Yahoo has a real role in it. ”
When asked what she believes is the biggest challenge the industry will face, Herbst-Brady says the immediate hurdle will come from the aftermath of Covid.
“Macroeconomically, we are still trying to stabilize ourselves. Measurement is a focus areaI have a solution, but I can’t keep my feet off the gas because I need to keep moving forward.
“It’s also about maintaining a relationship with our consumers. We do a lot of work here around immersive opportunities to really connect with them. Consumers are now enlightened and know something is nonsenseYou really have to stay on top of it and continue to bring value to them with what you offer. ”
Despite the challenges facing the industry, Herbst-Brady remains very positive about Yahoo’s future and what comes next.
“We take our omnichannel integrated stack approach even further. We continue to invest in partnerships that bring opportunities. – This is what our clients want from us and we want to provide it. Twelve months from now, I’ll be back here to discuss the successes associated with it. ”