Lars Bastholm, CCO global de Google
Lars Bastholm, Global CCO at Google, presented the improvements of the new Google Play platform that combines film images and images from Google Street View, ColorMaps and Sound View, during his presentation Seven Reasons to be Excited about the Future of Advertising 2016 MIXX Interactive Advertising Bureau (IAB) Conference. “The toolbox of the future is from the Tokio office and it is called Sound View, and enables us, based on your profile, to recommend what areas of the city you might prefer. Those who are familiar with Tokio know that there aren’t many things at street level, so the application will allow you to know if there is a bar or a karaoke you might like, on the third floor of a building.” He explained that it is surprising how in 10 or 15 years the topic of control has changed, especially regarding how campaigns used to be made, what frames were like, what had to be taken into account. “Currently it is impossible to find someone who can handle everything, although there are excellent people in each area. One of the most incredible platforms for that is Google, for me it is like a Lego box.” Regarding the biggest risks the industry is facing and how to get people with a background in technology and artists to work together, Bastholm said that from the management they can help with cultural references and one of them is science fiction. “Both groups handle it and from there we create a sort of understanding. Another is the common goal, where we want to go and that motivates us to work, each one from his own perspective.”
Bryan Wiener de 360i: El proceso de planificación es esencial en las agencias
