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well uh our next session before I believe we're going to have to this next session we have an afternoon break but the next session is how to supercharge your financial marketing strategy with decision to Media decision medium and our two speakers here are one speaker and a moderator looks like right we got is it Chris blink blinko Lincoln I got it right Chris blinko okay that's right okay well traveled I am you know and then uh Kevin Fisher is that right okay yep all right now uh Chris is with Huntington bank and Kevin is with the trade desk so do you guys have everything you need believe so yeah I think we're good well we're gonna turn it over to you thank you very much thanks great well thanks everybody for being here it's uh it's great to see you all in person uh thanks for taking the time and sticking around after that uh delicious lunch we just had uh I'm Kevin Fisher I'm the general manager of Business Development at the trade desk and my team Works closely with financial marketers across Insurance credit cards and the you know banking Industries to really help supercharge the media that they're running to drive business outcomes for uh you know the results that they intend to achieve um I've spent a good portion of my career actually at the sort of intersection of of media and uh platform-based buying uh and financial services and I would say like over the past I'd say five years I've been really excited about what I've seen Financial marketers such as you know Huntington with Chris leveraging technology and all the rich data that you have to empower the results that you're you're looking for and I'm really excited today that Chris was generous enough to to join us and to talk to all of you I'll give a brief intro of Chris and I'll let you elaborate but Chris blinko is the VP of digital marketing and advertising technology at Huntington bank and he's here to kind of help us talk about how programmatic and more specifically decisioned media has helped supercharge his strategy so with that um Chris would love to hear you talk about your job and what you do and absolutely everything else absolutely well thank you for having me today um like Kevin said I work for Huntington Bank VP of marketing and advertising technology my core focus is really sitting on the the brand growth both from a brand media and acquisition perspective so I work with my internal Partners from a customer marketing team and then our DNA folks as well very very interconnected Community within Huntington and I sit in a very very fortunate spot to to talk and experience all the brand new technology out in the world such as programmatic media which is uh always hits home for me because that's that's my that's my core Foundation it's great it's great and having a foundation I'm sure you've you've been inundated and I'm sure a lot of you in the crowd have been inundated with the massive amount of I think like industry jargon that we that we use dsps and ssps and cdps and and dmps uh the list goes on and on um and that's I'm sure you know within the marketing departments that that obviously you overlook and a lot of you work within Financial Services industry has a ton of uh jargon as well so just to I think level set in the beginning here let's define a couple things um number one what is programmatic media and then from there what is decisioned media yeah I think of uh both of them almost the same just like a one and two punch I would categorize programmatic media as the ability to find customers prospects audiences people across everything connected to the internet so uh in the olden days of digital media and you want to go with with a specific publisher you do more of a direct i o and then you only show up on on their inventory programmatic and the trade desk really enables us to find our audience across their mobile tablet television desktop you name it if it's connected to the internet then we're able to to find those those qualified users so that's what I would get categories as programmatic media decision media I would say is the human element behind that and really um it's kind of like the marriage for me between Tech and human is decision is saying I want to find this audience and I'm willing to pay this much for that audience and then really enable those optimizations to really um enhance our campaigns and really scale them out so I would uh almost like a tomato tomato piece for me yeah that's great we actually that's that's awesome to hear because um we often say that like it's the human plus the machine that actually Empower performance um and so machines are not after our jobs uh machines are actually making us a bit more strategic and allow us to focus on the things that you know frankly a machine doesn't know yep um and thinking about like the within your organization Financial Services marketers I feel like have the some of the richest data sets um out of you know the entire marketing sort of World um uh how important is that data set uh when you're thinking about like understanding who your customer is and and as you think about reaching that net new customer leveraging that data how important is it for you to understand uh extremely extremely important um you know being a bunch of financial marketers we do have a ton of information on our current customers um and less information of who the prospect should be right we kind of we should be looking at who our core audiences whether it be mass mass media or or maybe more of the the premium tiers like the MMA products and really identifying who those core individuals are that really represent our brand um and then and then really trying to find those users out in the the Internet space to really grow organizations and as you bring new customers on how do you stay engaged with yeah you know those those customers yeah it's a great question because as we're all familiar with not many people switch Banks every single year I think it's just like fractions of the overall population and the majority of the reason that people switch a bank is you typically have a bad experience or the competitive bank would have a product that your bank doesn't have um so really when it comes to customer marketing and making sure that Huntington is always out there and really showing the the power and the the new products the new breath of fresh air I would say reaching core audiences in programmatic audio or yeah programmatic audio connected television um are are definite ways to do that and definitely programmatic display is a certain aspect that can enhance that scale to really represent the brand is there is there anything that you've done over the past year that's kind of new a new way of leveraging data or Media or both of them together that you're kind of excited about or you thought was really creative yeah so I'm excited about all this because for the the Huntington org um programmatic and more of this you know decision media is relatively new so I think it's all new to us and we're really in a lot of test and learn situations um and we we have a strong collaboration with our data and analytics Department as well to really understand the incrementality of all of these channels all of these audiences so on and so forth so I'm fortunate to be excited about everything that we do because it's all new for us yeah that's awesome and I think as like our world becomes uh I guess like more digital Focus the uh the friction that you would have to your point of like it's historically been really hard to switch Banks but as uh the friction of switching banks I feel like the barrier to switch is lowering yes overall and so um knowing that like me as a you know banking customer me to switch a bank is not as hard as it used to be I'm curious like you need to Pivot as a marketer and I think over the past couple of years the ability to Pivot um and test and fail and succeed it becomes really important and flexibility and control I in the conversations we've been having with marketers such as yourself are really top of Mind as you think about the marketing strategies that you deploy so I'm curious like uh the data driven channels that you're leveraging through the trade desk how they help you build more of a powerful and engaging engaging interaction with customers and stay top of Mind as they may be in that sort of mindset of switching yeah I want to I want to hit on the first piece and Echo that of it's easier to switch a bank right um You can transfer your data and your money pretty pretty seamlessly as long as that other org has has the right Tools in place um and probably I would say that today is we have more relationships with more Banks than we've ever had right so a lot of customers might have a credit card with company a checking with Company B savings MMA with company c um so understanding that you really need to try to identify hey can we become their primary relationship and I think your your second question is more about how to be fluid with with everything that you're doing with all of your customer messaging your prospect messaging and really understanding where the next best dollar can go in the short term in the long term and I think that programmatic media is so it enables so much fluidity um across ecosystems and has the ability to reach so many people because everybody in this room has a phone and I guarantee that everybody has some kind of streaming service so as long as programmatic can touch that and you have the ability to look at each and every one of those budgets internally and kind of shift dollars where where the business needs then I think you're you're set up pretty well that's great can you speak a little bit um to the relationship that you have I think internally at Huntington with like the data and the analytics teams that help you make those decisions yeah so uh I'd say my job would be completely lost without our data and analytics Partners um we really um be in a financial organization we're really good at figuring out where the next bus dollar should go right that's if we're not good at that then we're not doing our jobs internally so the partnership with with the DNA team is is critical especially as we're in this digital evolutionary growth over the last couple of years with with covid um programmatic is tough to measure right you're you're pumping out a lot of Impressions and trying to figure out hey is this incrementality is this duplication of existing business and and truthfully with our our DNA team uh and and their sophistication with the models that they they built to really measure impact um I wouldn't be sitting here today with you that's great I love that you call it the DNA team I feel like there's like uh some sort of dual meaning it's it's honestly uh it's like uh yeah it's a family that we all kind of work together with um and I'm not sure if you are right now but I'm sure a lot of us in the uh in the crowd are kind of feeling the maybe the squeeze from your CFOs or the CMOS that your your organizations um you know as the economy is uh evolving um you know the scrutiny being put on the Investments that you're making uh how at Huntington have you guys sort of taken a look to prove the value of every dollar that you're spending so that you know maybe your your department is less of a cost center more of a revenue driver yep that's a great question and very very relevant to what we're in now um I would say is is we definitely position ourselves as a marketing org as a profit driver and not a cost center um it's because of that relationship with our with our data and analytics team to really prove out everything that we do uh whether it be a test and learn or incrementality via media mix model um and we've got a really really solid understanding of of what all these channels are driving from a customer Prospect perspective long-term short term so and so forth so it's it's because of that we feel very very good about our position especially as a marketing org continuing to funnel us and really grow in times of a lot of uncertainty you know economically as we kind of you know everybody in here as a consumer and everybody's got that top of mind so we feel we feel really good about the data that we have and the incrementality and and the profitability of each one of our channels and as we've um we've been talking about like the data and the ability to leverage that and partnering closely with your DNA team I'm sure that's helped you enable sort of custom Solutions um you know via the trade desk and maybe even broader beyond the trade desk so would love to you know hear a little bit about the custom solutions that you guys have built to help supercharge things for you yeah yeah so one of my this is one of my favorite things about the trade desk to be honest is just the ability to adapt and adapt with your clients and really listen to marketers such as myself and other teams um one thing specific I think you guys coined this is volume control I think so volume control is is something where you can kind of prioritize media whether it be inventory from a private exchange or open exchange without having to pay more and and that's that's really a core thing right is as as we start to head into more uncertain times those pennies need to work harder for us so in old programmatic times or other platforms you might have to pay three dollars and fifty cents a CPM to get the same audience just to prioritize what you need to get within your platform one of my favorite things is you can still pay three dollars and prioritize that inventory and really rank where your business goals and priorities are so that's one of my favorite things that's awesome to hear I I know um one of the things that we're really proud of is a as a platform and I think our CTO once said it best a platform you can't call yourself a platform if you can't be built on top of and you can't customize your offering for all of your clients and so it's it's really interesting to see how marketers such as yourself build those kind of custom Solutions at scale in a in a custom way you know custom and scale usually don't go together but they certainly do in cases how you're leveraging it well that's my favorite thing about programmatic media is it's not a set it and forget it it's a a strategize think about it what do you want to achieve with that campaign get a live read real data and optimize that and that's that's my favorite thing about the entire subject of programmatic and decision media yeah and I'm sure you've had some failures along the way like one of the great things about I think about you and about Huntington Bank is learning from those failures and um you know giving yourself the sort of ability to learn and test out new things so yeah uh just you know not a question just more of a I think it's it's it's inspiring to see marketers do that thank you um uh when you're thinking about success and you know you're working with the DNA team uh what are the things that you're looking at I'm sure there's like the front end you know front-end cost that you have but what about beyond that what are some of the things that you look at to say this campaign was successful and maybe even Beyond programmatic how does it fit in with the broader strategy yeah that's a really good question I mean we it defines it depends on how you define success for that campaign right so from a customer marketing perspective they might look at you know email open rates or conversion rates internally of adopting behind the App log and in in the paid space we look at again I'll go back to the incrementality in our media mix models is really our core focus and that we're obviously profitability driven because again we we don't view ourselves as a marketing department as a cost center we we view ourselves as a profitability center um so it's really just getting a good grasp on what is what is the campaign goal and um within the entire org um when you're shifting money around where's the next best dollar going to go for for the business um whether again be short-term or or long term when you think about that customer value yeah and holidays are upon us so you know 23 2023 is um you know it's kind of crazy to think just a few weeks away it feels like um I'm sure you've been in like planning mode uh for the past couple of months uh what are some of the things you're most excited about yeah you know moving into into next year so for my job specifically I love it because I get to go and just explore everything um so the the top things that I'm really the top of mind for 2023 is evolution of digital identity as we know the third party cookie is going away eventually uh uid2 is phenomenally positioned for that so I can't wait to continue our test with that so digital identity would be number one consumer privacy number two um as we're familiar a lot of more regulation discussions uh are occurring across our entire globe and then my third one would be CTV scale and growth um I always tell people and I true hardly believe this is the customer the consumer your audience doesn't know if it was broadcast or digitally bought you know milliseconds ago it it that part doesn't matter so it's the ability to find your audience and as we've seen the more of the the um the walled Gardens such as a Netflix kind of adopt more of a avod or adopt advertising within their platform I think that's really exciting to sit here and talk about programmatic as we see a change on a daily basis yeah that's great I had a um I had another client the other day kind of describe how they were thinking about TV and buying TV in general and they had a side-by-side comparison of a CTV ad being shown in a linear TV ad being shown and the question was what's the difference between the two of these no no one could answer because as a consumer it's TV yeah so that's a really great point you just made yeah yeah but on the back end there's a lot of difference right totally a lot of difference yeah and so with that some of the differences like on the CTV side um well data I'm sure is top of Mind there how are you thinking about data for CTV and leveraging that data and um you know maybe compare and contrast that to the linear side of the business yeah so it would be about that question for me is more about like fragmentation in in the ability to reach people across all their streaming services whether be on Food Network or or any other you know streaming service um so for me it's ability to find your current customers within a fragmented market and not having to put all of your dollars towards the big guys like NBC CBS FOX and so on and so forth while you still can buy them programmatically and you absolutely should but I think the beauty of programmatic especially from a customer perspective is I might be flipping from the Food Network to ESPN to you know you name it and as long as they've got advertising within their platform then you can reach them and and so that's to me what the real difference is is kind of eliminating barriers between fragmented markets yeah and when we're um you know on our side at least we see programmatic is like it's like a win-win-win between the you know the advertiser or the marketer wins because you get to actually control the number of ads that you're showing to Consumers you know through frequency controls and the data that you get in streaming the you know the the publisher themselves if you look at monetizing inventory programmatically typically have higher yield that way and then the consumer you're not bombarding them with creative over and over and over again I think all of us have probably you know been watching something on Hulu and you see that same ad every commercial break or even back to back sometimes uh and and you know we see the you know the real value of uh programmatic is to help simplify the complexity and fragmentation of the CTV Market yeah and when you break that fragmentation down you can start to think uh more horizontal with the way you execute and what I mean by that is you serve A CTV ad and I know that I served a household A CTV ad and then you can follow up with a online video 15 second spot and then follow up with a display image file so it's that ever going cycle of marketing messaging that you need to remain consistent and top of mind for your customers especially in the financial Market because if you don't go with com Bank a you've got 50 other choices and you also have credit unions and so so remaining consistent with who you're targeting across your entire ecosystem is is absolutely critical horizontal such a cool way to think about it yes yeah thank you so much for for spending time up here and and talking through all of this well thank you enjoyed it I don't know if there's any questions or if you have time yeah that was great can we get a mic up here please I'm gonna make your work this time all the way up here that's right thank you hi thank you guys that was super helpful um I'm wondering if you could talk a little bit about what you're doing I mean we all want all of our our advertisements to convert to a transaction what are you doing kind of above that transaction layer say kind of mid mid to lower funnel and how are you tracking that and then I was wondering if you could also talk a little bit about um what else you're doing besides programmatic in the digital marketing space um but not there's anything wrong with programmatic but it's obviously one part of the the equation and what else is working for you uh at this stage in the game thanks yeah yeah great question so um I kind of love both those questions together because I think that they're so correlated with like lower funnel right it's it's all about how you categorize um certain programmatic media so connected television would obviously it's not an an acquisition driver it's not going to be the last touch for a lot of things so you need that um life cycle marketing uh someone just broke some class behind me so you just blew them away I I guess so um so you need that consistent messaging and and all your digital channels to work together now the problem with that in in today's day and age is you know a platform like the the trade desk and programmatic media is you can reach them basically everywhere except social right like social is going to be that barrier with a Facebook and Instagram so you still need to in Google Search right it's that is owned by the metas and then the Googles of the world so um that's where um independent or again we rely on our DNA team to really identify incrementality throughout the entire customer journey and making sure that not only programmatic whether it be connect television or a a a mini mobile ad um is targeting the same user that your Facebook and Google searches as well and I can just add on you know as we talk to a lot of financial services marketers it's really like the ability for us to give you the data to empower you to make those decisions for your DNA team to to look at that in conjunction with all of the other non-programmatic channels and and Technologies you may be working with so each fun institution depending on strategy may be able to implement various absolutely absolutely yeah and the DNA team should be able to tell you from an investment standpoint the value of you know each of those opportunity exactly absolutely okay that's great a great question yeah did you get everything you needed there okay a question another question anybody okay we have one up here that was online for our virtual audience thank you for posting that question how do you maximize your Revenue with an optimized mix of direct sales and programmatic advertising services um well you could still I would still say programmatic can be direct sales um I think that the the key to that piece is making sure that your site and your ad platforms are communicating in sync with each other and having that same data right so Kevin talked about having that data for the DNA team as well that's that's not going to be enabled unless you have the correct tags in the way that you set up those tags and really understand your own first party data through those those pieces of information that we send to the trade desk so um it's still you can still you know sling shirts and have retail media as being the last touch point but you need to make sure that you are informing you wherever you're buying your media of that feedback loop right communicating exactly exactly the better you get with that then the better that the ad platform works the better you understand how that ad platform is driving uh business to your your publisher okay we have one more question up there too didn't we what's your approach to engage your audience across all digital touch points with your web platform social media tools seamlessly engage yeah I would say Target like if you have a qualified audience whether it be a third party Prospect audience or um you know you want to upsell checking users to a savings or MMA um leverage leverage that audience across your entire ecosystem to make sure that they are you know being seen whether you're on your your you know social media app or you know searching about tonight's you know football scores or anything like that so so what I would say is make sure to prioritize that audience across your entire ecosystem and then can that be more challenging than it sounds oh yeah yeah especially for being a bank because you know customer privacy is at the utmost like that is the gold standard you need to have um your consumer's privacy um come before anything else um because if someone doesn't trust your bank You've Lost That relationship and there's a lot more bad things coming down the road so um in a world that we talk about identity differently no matter what platform that we're in it becomes a very very challenging task but um Partners like to trade us with with uid2 is something I'm really excited to adopt and get into that now we can get into technical details but it's gonna I think really post third party cookie it's really going to unify a lot of the messaging a lot of the targeting and it's probably where like the DNA team is so critical it's like the Dual sort of meaning of DNA you know it's so critical to the essence of what you guys are doing and tracking those touch points so if you're a smaller Community Bank that doesn't have internal digital and analytics what what are you doing foreign for smaller places I I would say get in and just test and learn and figure it out of what works within your community um I don't think that anybody any digital form is really going to beat the in-person human connection but you can absolutely amplify that and remind that user and I'd also say like there are also there are there's a whole world of service providers out there who are built to to you know focus on the smaller kind of mid-tail um uh slice of the industry that has evolved now there are resources that they can afford to utilize absolutely enhance their ability to better understand how to reach the target market yeah staff augmentation is a is a very big sort of growing piece of the the industry there okay good good that's great that's great any other questions yeah we have we have another question here okay okay let's get that mic so that our virtual audience can hear the question as well go ahead yeah thank you hello um to what extent would you say you trust smart building optimization algorithms of platforms like Facebook and Google and to what extent uh are you taking advantage of it in programmatic space were you able to hear that what was the question yeah if it's us we're just having a hard time here hello [Music] that's good say it one more time one more time okay uh can you hear me now yeah yep yeah thanks to what extent do you trust the smart building algorithms inside Facebook and Google and to what extent your team is utilizing similar technology Within programmatic gotcha um I'm just going to talk that back just to make sure uh how how much do we trust other like the Smart Vision algorithms inside Facebook and Google the machine learning based optimization of bits smart bidding within Google Facebook versus the programmatic algorithms okay um I I I would have I would have trust that um every platform especially when you're talking to the magnitude of the Googles the Facebooks the Amazons the trade desks of the world I think you have to put some kind of level of trust in there now um if you don't trust it then then you know I would do a test and explore across multiple platforms where you're really going to you know see that proof is is you know do something like a third party verification or when in your test make sure that the data that you think that you want to see is actually being the creatives being shown the audience is being targeted properly and that really relies on your agency teams and your your platform teams to really kind of QA going into it so I would say that there is a a general level of trust across all the major platforms at least from my perspective but that doesn't go without saying that we we you know we QA and make sure that everything is set up appropriately yeah and I piggyback on that and agree with everything you say I'd also add in though it goes back to the ability for whoever the partner is that you're working with whether it's trade desk or any other partner empowering you to uh validate and verify the the value of the media that you just bought through that platform and so really it's about us giving you the data for you to say yes this drove uh you know a certain lifetime value or or return on the spend that we had because you can tie it into all the other media out there it with some of there are some black boxes out there that you can't do that with and you only get front-end cost metrics there and that goes back to do you trust that and so yeah there's a little leap of faith that you likely have to take with those platforms the general level of trust but still due diligence is required due diligence and I would say that uh that your team has raised their hands and said we want to give you this data we want to give you this data we want to give you this data and to your point you don't get that everywhere yeah um so it's it's really the level of trust um is you know continuously continuously exceeded when that platform or that partner is willing to give you whatever data you want uh and work with you to identify those specific areas that's great this has been a great session Chris and Kevin you've been fantastic I think we've all enjoyed it um this time we're going to take a break from 305 to 335 and would encourage you I think they have some snacks and treats if you would over in the exhibitor hall if you're attending virtually I want to encourage you to continue to be online go on to some of these uh virtual booths where you have an opportunity there's so many resources there there's videos white papers you can contact someone so if you hear go and enjoy and if you're virtual please take advantage of some of those virtual boosts and we'll see you guys in 30 minutes and thank you so much you guys great