February 23, 2020
MICROSOFT ADVERTISING BRAND STUDIO: PATRICK GIVENS AND SMARTER TECH

MICROSOFT ADVERTISING BRAND STUDIO: PATRICK GIVENS AND SMARTER TECH


– [Announcer] It’s Disruptive
FM, live from the 2020 Consumer Electronic Showcase in Las Vegas, featuring conversations on the most exciting new technology at CES, sponsored by Microsoft Advertising. (upbeat music) – Hey Patrick, it’s been six months since I’ve seen you at Cannes. Good to see you again.
– Great to see you too. – We just happen to be in Las Vegas now. – Gotta meet on the coasts. – Awesome, so big question, in the past six months
what’s some interesting smart technology you’ve seen out there? You know, some good things
that you’ve looked at and you’re like, wow
that’s pretty interesting? – Yeah we’re, well on our
side, getting really excited about how some of the technologies
we’ve been playing with for a couple of years
are actually starting to integrate into the rest
of the world around us. It’s kinda some of that promise of the IOT and everything connecting
actually coming to fruition here. So we’re big in the voice space, and one of these things has been the move of voice platforms,
be it Google Assistant, Amazon Alexa, and others, out
from just the smart speaker that sits on your table
or your counter at home, out into the other
devices around your home and then increasingly now on the go, out with you as you’re
going about your day. – I love it, now you’re bullish like me when it comes to voice, we’re
using our voices right now. What is interesting that
you’ve seen out there– One thing I’ve actually seen and I want your opinion
on is the announcement that I can now pay with
my gas at an Exxon pump if I have an Alexa connected
car, I believe this is. So I don’t have to ever
take out like a credit card, I just basically go, I pump my gas. I don’t have to put the credit card in, I don’t have to put my pin in, I don’t have to put my zip code in, I don’t have to ask for a receipt. Where do you see this going
in terms of more voice usage? – Yeah, so for us this is in one way an early indicator experience, but in another, it’s bringing to fruition, I think Starbucks and Ford debuted, I believe that might
have been here at CES, two or three years ago,
showing order ahead for Starbucks as you’re going in your car. It’s not a new idea, and it’s
really a move that we’ve seen started in mobile apps, right? It’s order ahead and click and collect. But in certain purchases
where I don’t need a bunch of comparison shopping, I don’t need to stand at the counter or sift through the items,
I know what I’m getting and I just want to speed
it up, it’s transactional. And for those, voice and getting out ahead of it can be much faster. And then for many of our clients it can actually be really cool to help set up that shopping
experience for a better trip. – So you think, you use
the term transactional, so let’s say I’m in my
car and I need to make a quick list knowing that I
have to go to the grocery store, it’s easy if I know what
those five items are, I note what they are, I
ask it to be paid for, and then I just go pick it up at like the physical
store, and it’s there? – Yeah, I mean it’s click and collect. It’s what we’ve been doing
in E-commerce already, but now an easier way
to do it while driving, multitasking during that time and making a little more of your
time while you’re at it, for things that are fundamentally just that, they’re transactional, right? It’s not about a quality of an experience. I’m not there to really like
dig and compare this or that. I want these three or four things, they’re kinda commoditized,
or it’s a brand that I already know I
prefer and I’m gonna go in and pick it up, this is just
saving me a little time. Really interesting for
us, and that’s based, I think more broadly we look at voice, it’s a combination of
a lot of things, right? It’s a new interface, so sometimes there’s a voice experience
where the point is speed, efficiency, it’s
supposed to work better, faster, get me the information or the
command control that I need and make it super accessible,
super easy and quick. We’re seeing that more and more with the integration of
more devices around us. But the there’s another side to voice where it’s meant to be experiential. It’s more about dive in,
spend a little time here, navigate a conversation or
an entertainment experience. And for that too, we’re getting way better quality of experience design. Really it’s every month
now we’re seeing new things come out that are a
lot of fun to play with as well as those that are,
maybe it’s not about fun, but they’re just
efficient, they work well. – Yeah, there’s a narrative in every year, since we’ve crossed into
a new calender year, it’s 2020, lot of discussion around trust, which is not a new concept. It’s actually a concept
that’s probably existed since the beginning of human civilization. But how important is this when we are actually speaking to devices, in terms of a lot of that data collection? How do we trust a lot of these companies with that information? And then second, how do
we continue to make sure we have discussions around
the ethics of this technology that might be making our
lives a little bit easier, but may leave some
questions hanging out there? – Yeah right, so to
answer the first question, how important it is, it’s
the most critical thing in terms of being able
to work from all sides of this industry to establish this trust, and to merit it, to be
worth trusting, right? So there’s a huge impetus
on the platform side, whether that’s your
Facebook, Amazon, Google. Every time there’s a breach of trust, I as a user, take away my marketing hat, I as a user am less inclined
to go try that new thing. I may be less inclined to
use the core functionality that I’ve always gone to it for. I’m definitely less inclined to invite it into my life in new places
and try out the new stuff. So building that trust is critical. Every time there is breach, and it’s way too often for us today, that’s undermining the entire space that we’re operating in today. And then from my lens as a marketer and the brands that we’re representing, if I’m gonna invite and
exchange with a customer into a new channel and I can’t
count on that not being– I mean, there’s so many
stakeholders, there’s the user and there’s the platform,
then there’s the brands, there’s the developers along the way. How are all of us operating appropriately? And how do we build some consensus around what’s appropriate? That’s where your second
part of your question there, what it means to ensure that there’s an ethical consideration
along the way here. For us that’s been a huge
part of the conversation, going back to the start
of, for me from VaynerSmart for the last four years, but
really in the last 18 months we’ve been trying to work with clients to institute processes where there is, there are step checks
along the way to ensure we’re trying to imagine forward. We’re trying to think
about not just how we solve these two or three technical challenges, but what are the implications
those probably open up? I don’t think we’ll ever be perfect at– – No we’re human. – Predicting everything
that might go wrong, right? We’re gonna screw up, and I’d like to say we will mitigate or minimize
some of those screw ups. But maybe more importantly, we’ll see them coming more quickly and we’ll react more
quickly to try to fix them. And that’s where I think,
I don’t expect that trust is only gonna be earned
by perfection, right? Like I’m actually willing to trust lots of imperfect things in my life. But I trust them ’cause I understand their motivations, I
believe in their intentions. As a tech community I think
we gotta do the same thing. – Love it. Patrick, always a pleasure
to have you on the show. Thanks for stopping by here–
– Thanks for having me. With us on Disruptive FM at CES. Super fun, thanks. (upbeat music)

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