John Schultz Chief Advertising and marketing Officer of Viant Expertise. On this position, Jon leads model and product advertising and marketing, promoting and demand technology, strategic partnerships, company communications and inventive companies. John additionally serves as Viant’s Company Sustainability Officer.
Jon is a acknowledged trade thought chief with over 30 years of expertise in digital advertising and marketing, CRM, and data-driven focusing on and measurement. Previous to becoming a member of Viant, Jon headed digital advertising and marketing at his firm Ford Motor Firm, the place he spent 12 years. Throughout his 15+ years at Viant, Jon held management roles in enterprise gross sales and enterprise improvement earlier than he assumed the position of CMO in 2014.
Jon holds an MBA in Advertising and marketing from Indiana College and a BSBA in Data Expertise from Central Michigan College. Exterior of Viant, Jon has held quite a few advisory positions with technology-based startups, and is a Advertising and marketing Lecturer on the College of Michigan, Los Angeles Enterprise College.
Q: John, I am glad to have you ever with me. First, are you able to elaborate on Viant and its focus particularly on advert tech and advertising and marketing?
reply: Thanks very a lot for having me as a visitor on behalf of Vianto. I’m pleased to be right here. Viant is a number one promoting expertise firm that allows entrepreneurs to plan, execute and measure omnichannel promoting campaigns by means of a cloud-based platform. Viant’s self-service demand-side platform (DSP) powers programmatic promoting throughout related TV, linear TV, cellular, desktop, audio, gaming and digital out of doors channels. As an trade chief in promoting expertise, Viant represents the purchase aspect (entrepreneurs and companies), driving transformative promoting methods and pioneering sustainable practices.
One of many issues that basically units Viant aside within the promoting trade is our unwavering dedication to sustainability. Earlier this 12 months, we launched Adtricity, an modern carbon discount program that helps advertisers attain their sustainability objectives. Adtricity allows purchasers to make a measurable distinction in reaching their environmental objectives by means of their media investments.
Q: Viant has established itself as a pacesetter in promoting and advertising and marketing within the on-line playing and sports activities betting house. It has been a tricky street, however what helped the corporate differentiate itself from its rivals?
reply: Viant’s lengthy historical past and deep experience in promoting give us a major benefit, permitting us to embrace challenges and transfer rapidly to benefit from key trade developments resembling AI and machine studying, in addition to new areas resembling playing and sports activities betting. Along with marketing campaign efficiency, our capabilities throughout identification decision, omnichannel promoting options and superior reporting capabilities are additionally vital differentiators.
Viant helps entrepreneurs attain goal audiences throughout gadgets throughout conventional and rising promoting channels resembling related TV (CTV), digital out-of-home (DOOH) and digital audio, with out counting on third-party cookies. Advertisers can even entry in-house her ID decision, premium provide and superior reporting to measure each on-line and offline conversions ensuing from all advert exposures. Combining constant product innovation with an award-winning customer support workforce, Viant gives differentiated promoting options for at present’s open internet.
Moreover, our platform is thought for its extraordinarily sturdy knowledge choices, providing entry to a variety of knowledge companions throughout numerous industries (together with playing and sports activities betting) and channels to allow exact viewers focusing on and measurement. Our ID Decision characteristic helps entrepreneurs plan, purchase and measure campaigns extra successfully.
We’ve got had early success within the playing and sports activities betting house by constructing key options that these advertisers want. On the finish of the day, it is all about delivering a return in your advert spend and driving progress to your purchasers.
Q: Your organization just lately launched a survey on on-line betting and playing. Why is that this necessary for companies, and what ought to companions and the general public find out about latest findings?
reply: The on line casino and sports activities betting trade is a quickly rising sector for Viant and shouldn’t be uncared for within the new digital age of sports activities betting. As seen throughout Tremendous Bowl LVII in February, a big share of advert house throughout industrial breaks was dedicated to his one trade: sports activities betting apps. Based on the American Playing Affiliation (AGA), continued progress within the authorized playing market will convey a brand new file in sportsbook income ($7.5 billion) in 2022. This progress was partially fueled by Kansas working each retail and cellular sports activities betting, and the launch of cellular sports activities betting in Louisiana, Maryland and New York.
To higher perceive how wagering and playing is on the rise amongst customers, Vaant just lately performed an unbiased research to know client developments in the US and higher perceive their emotions and preferences for playing. Survey outcomes from almost 1,200 US customers present that almost half (49%) of respondents mentioned they just lately participated in some type of playing or sports activities betting.
However there have been some attention-grabbing variations when it got here to gender and playing that entrepreneurs ought to take into account. Younger male respondents had been more likely to take part in some type of playing. Males had been additionally almost certainly to gamble continuously (15%). He additional mentioned males had been extra more likely to be inspired to guess on sports activities by means of free bonus bets and odds boosters, whereas girls had been extra affected by free meals and discounted lodge stays. These are necessary concerns {that a} lodge or restaurant marketer, in addition to his sportsbook on-line, ought to consider when focusing on female and male audiences.
As well as, the age distinction was additionally a giant drawback. Unsurprisingly, youthful respondents most well-liked on-line and cellular strategies of playing, whereas respondents 55 and older had been almost certainly to gamble at lotteries and scratch-offs. Apparently, greater than half (53%) of customers between the ages of 18 and her 34 years previous plan to take part in sports activities betting or playing within the subsequent three years. Amongst these surveyed, he was the 35-44 12 months previous almost certainly to be inspired to benefit from incentives to take part in sports activities betting extra continuously.
Based on Grandview Analysis, the worldwide on-line playing market shall be valued at $63.53 billion in 2022 and is predicted to develop at a Compound Annual Progress Charge (CAGR) of 11.7% from 2023 to 2030. With over half of respondents aged 18-34 anticipated to take part in sports activities betting within the subsequent three years, understanding their gaming preferences and making acceptable advert focusing on decisions can have a major long-term affect on this quickly rising sector.
Q: What shall be Biant’s position within the playing and betting market within the coming months and years of fast growth?
reply: Particularly for the promoting trade, the transfer from in-person betting solely to the comfort of betting within the consolation of your personal front room has supplied entrepreneurs in casinos and sports activities betting with the chance to promote to customers in the identical method as attire and eateries, enormously increasing the reachable market and progress alternatives.
By partnering with person-based advert expertise suppliers resembling Viant as a part of their promoting efforts, on line casino and sports activities betting entrepreneurs can onboard high-value prospects (through first-party knowledge) and leverage third-party knowledge companions to achieve doubtless or identified sports activities bettors. Join together with your target market throughout gadgets by means of omnichannel campaigns on rising channels. From CTV to on-line conversions like app downloads to offline actions like brick-and-mortar on line casino visits, measure cross-channel to know your true income.
Q: Is personalised advertising and marketing obligatory to interact with each present and potential customers, and the way sustainable is personalised advertising and marketing at scale in your expertise?
reply: Sure, personalization in digital advertising and marketing is extra necessary than ever. Viant’s in depth knowledge companion integrations and Viant’s newly launched knowledge platform will allow Viant to create extra personalised experiences for advertisers and customers at scale. With new knowledge privateness legal guidelines taking impact in the US, the digital promoting panorama of 2023 is creating a brand new sense of urgency that entrepreneurs should formulate their first-party knowledge methods and leverage large knowledge administration applied sciences.
Viant’s knowledge platform allows advertisers to higher perceive their viewers and create focused and personalised advert campaigns, whereas prioritizing privateness and sustaining full management over knowledge entry by means of Viant’s partnership with knowledge clear rooms. Viant focuses on enabling entrepreneurs to leverage their knowledge in a privacy-focused method, with a major aim of maximizing effectivity and his ROAS (return on promoting spend).
