Digital media expert Ben Samuel has joined Nielsen Marketing Effectiveness as VP, Sales to manage and expand the company’s operations in EMEA.
Based in our London office, Ben brings over fourteen years of sales and digital media expertise with a focus on leading sales teams for major ad technology vendors. His extensive experience spans key media technology including ad serving, digital measurement and attribution, programmatic buying, rich media and search technology.
The challenge is the same as it's always been: how can you measure the effectiveness of your marketing investment so that you can optimise performance.
Ben’s digital track record dates to 2006, when he joined DoubleClick in Sydney, Australia prior to its acquisition by Google. He was the first employee under Google’s revitalised DoubleClick brand and was responsible for managing the refreshed suite of agency and marketer technology products: DCM, DoubleClick Rich Media, DoubleClick Search, and DoubleClick Bid Manager. His leadership strengthened the platform’s business in Australia as it became a market leader in ad serving, programmatic buying and SEM technology.
Before joining Nielsen, Ben served as worldwide marketing technology director at global agency network PHD Media, where he led ad and marketing technology strategy and thought leadership, as well as consulting on key global clients in the auto, CPG and technology spaces. Prior to PHD, Ben led EMEA sales efforts for Innovid, where he helped to drive adoption of advanced video delivery and measurement technology among leading advertisers.
We asked Ben a few questions about digital marketing, technology and the challenges facing marketers today.
Q: How do you think your colleagues would describe you?
A: In my dreams, they'd all say fantastically good looking, charming, etc. In reality, they'd probably say I was motivated, hard working with a focus on supporting the team to help clients get the best out of Nielsen. I don't have an ego, so my focus is not on making myself look good rather on supporting the team.
Q: What skills from your past experience do you bring to Nielsen?
A: Deep knowledge of the ad technology space from over twelve years in ad tech. An understanding of how agencies and clients think and how to tailor our products to solve their challenges.
Q: What's the biggest challenge you see marketers facing today?
A: The challenge is the same as it's always been: how can you measure the effectiveness of your marketing investment so that you can optimise performance. The problem is that this is getting harder and harder as budget moves to digital while at the same time the ability to measure digital at the user level is eroded.
Q: What advice do you have for marketers?
A: There's no silver bullet, but if marketers focus on getting it right in these areas, they will drive transformative improvements:
- Speed - Ensure the speed of data and model refresh matches their speed of decision making
- Modeling - Ensure the right analytic techniques are being applied to the data and question at hand
- Coverage - Ensure that they work with a partner who can offer the widest coverage today and whom they trust will be able to grow that coverage over the next years in a potentially difficult environment
Q: What is an innovative new marketing strategy that you'd like to see more marketers using?
A: Well, it's got to be multi-touch attribution, hasn't it? Despite having been around for a good few years, adoption of multi-touch attribution still has a long way to go before it becomes the norm. The upside is that there are huge efficiencies for most marketers to make.
Q: What are you happiest doing when you’re not working?
A: I've got two young daughters, so while I'd like to spend time on fitness, playing golf, watching sport or cooking, I'm mostly to be found negotiating how many ice-creams a child can/should eat in a day and discussing whether crying is the best way to get what you want.
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