One must forgive Scott Howe, CEO of big data solutions provider Acxiom, for gushing a little. “I’m kinda preaching here but I feel passionate about this, because I’m an agency guy, but I think the days of the silver bullet are done,” he told AdExchanger. He’s referring to advertising and marketing messages that adhere to a single theme.
“Our audiences are different and everybody wants to be talked to in the terms that they want, in the order they want,” he explained. “The silver bullet idea gets replaced by silver buckshot. Instead of a single creative theme where one size fits all, you can have thousands of creative themes that tie to a central idea, each of which is tailored to the audience that will best respond to it.”
Wednesday’s announcement that Acxiom and media agency Starcom MediaVest Group (SMG) had agreed to “multi-year” partnership, through which SMG will use Acxiom’s Audience Operating System (AOS), is the first step of loading the shotgun. Functionally, AOS on the surface resembles a data management platform (DMP) but Acxiom insists it’s more in that it connects both online and offline consumer information.
While Acxiom is well-established as a provider of third-party data, which its clients use to better target prospects and customers, its partnership with SMG is notable.
Howe spoke with AdExchanger about what this all means for the marketing industry and for Acxiom.