Warner Bros. Discovery

Henry Reed began his digital marketing career focusing on email marketing and CRM, later diving into programmatic advertising at MediaMath. His journey continued at Infectious Media and OMD EMEA before joining Warner Bros. Discovery. Over five and a half years, Henry has been pivotal in shaping digital strategies, rising from Senior Digital Marketing Manager to Director. He now leads a team specialising in digital media, data strategy and engagement, overseeing social channels, websites and CRM programs, driving innovation and strategic insights.

Recognising Henry’s passion and excellence toward digital marketing to drive business success, this exclusive interview delves into Henry’s invaluable insights into the dynamic nature of digital marketing, the necessity for adaptability and the importance of innovative thinking in addressing current challenges and leveraging emerging opportunities.

 AT A GLANCE:

• The fate of cookies has been a rollercoaster, with frequent announcements and retractions. The industry is constantly speculating about its future.

• There is optimism that the industry will navigate these changes and emerge stronger.

 • There’s no one-size-fits-all strategy for social media. Each platform should be defined and measured based on its spe­cific role and impact on marketing objectives.

• Success requires accepting the industry’s dynamic nature and being ready to test and adapt new strategies

Digital Marketing at a Crossroads: Adapting to a Cookieless Future and Navigating Data Fragmentation

The ongoing debate about the future of cookies has sent shockwaves in the digital marketing landscape, causing in­tense self-reflection. For years, we have lived with the on-and-off-again saga of cookies disappearing. These tiny data trackers have been the foundation of our digital world, but we often hear they will vanish within a year, only for deci­sions like Google’s to push the timeline further. Although numerous announcements and retractions about their fate exist, the industry still ponders, ‘What the future holds?’

This uncertainty is prompting a lot of soul-searching and innovation. Ad tech and digital marketing have always thrived on change, which makes our field so exhilarating. Historically, these changes felt gradual, organic, driven by opportunity and propelled by industry pioneers. But now, it’s different.

The pace of change is dictated by a reaction to loom­ing threats rather than a quest for innovation. Google, as the prominent figure in the third-party cookie debate, sym­bolises this shift. The industry reacts to external pressures rather than its internal drive for change. Yet, I’m optimistic. With so many brilliant and innovative minds around, we’ll navigate this period and emerge more robust, even if the path forward is unclear.

 The scenario is entirely different in the entertainment sector, particularly concerning marketing technology. We face the ongoing challenge of balancing too much data with insufficient trustworthy data. The ecosystem is highly frag­mented. Companies like Warner Bros. Discovery and most other major studios do not own consumer touchpoints re­garding purchase or sale transactions, creating significant problems in understanding and using key metrics effec­tively. The diverse channels and platforms used for media buying and insight gathering speak their language, making integrating data into a cohesive narrative challenging. Every platform can present its metrics in a favourable light, but applying a healthy dose of scepticism and discernment is crucial.

"Being adaptable and open to change is not just important; it’s essential for success in the ever-evolving digital marketing field"

The key here is to focus on what truly moves the needle rather than getting lost in a sea of seemingly positive but ultimately inconsequential data.

A Strategic Blueprint: Reimagining Channels from the Fractures

It’s not just a particular trend per se, but the sheer scale of change we’re witnessing in the industry is pretty wild. Take Oracle’s recent decision to sunset its ad tech arm, for instance. This significant move has left many talented pro­fessionals in limbo, as Oracle’s ad tech solutions have been industry stalwarts for years. Similarly, my former home, MediaMath, once a cutting-edge player, collapsed about 12 months ago.

These events signal a broader trend where previously stable offerings vanish, urging a profound revaluation of companies’ marketing strategies. One emerging trend that hasn’t fully manifested yet but is on the horizon involves redefining what channels mean for marketing strategy. Take social media, for instance. ‘social media’ traditionally implies platforms where users have profiles, interact with friends and share content. However, this definition is be­coming increasingly blurred. Reddit, often classified as a social platform, functions more as a search engine and com­munity forum. TikTok primarily serves as a video distribution channel with social features. These examples illustrate the evolving nature of what we consider social media.

As marketers, we must reconsider these traditional clas­sifications. Instead of categorising platforms solely based on user requirements, we should focus on their function­alities and how they fit into a broader media strategy. This shift in perspective could lead to more tailored content pro­duction for each platform and a more nuanced approach to measuring success.

Embracing Diversity: Unlocking Success Beyond the One-Size-Fits-All Illusion

When we hear social media, there’s no one-size-fits-all ap­proach; honestly, we should stop calling it that. Though it requires significant time, resources and effort, the best strategy is to define each platform’s role distinctly, espe­cially regarding social roles.

At Warner, we’re lucky to have the resources to do this, but even without them, it’s crucial to focus on what each platform means for your marketing objectives. Understand how to measure success for each one and plan accordingly. This approach could transform how media plans are creat­ed and executed. Marketers must be prepared to consider each platform’s merits rather than grouping them for con­venience, budgeting, or team communication. Rethinking your approach and being open to changing your outlook on these platforms is essential. By doing so, you can create more tailored and effective marketing strategies.

Change is Constant: Embrace it to Thrive in Ad Tech

In digital marketing, where the only constant is change, my most valuable advice to fellow leaders is to embrace it with open arms. A quote that has always resonated with me, one I heard early in my career, is: “If something feels inevitable, then just get enthusiastic about it.” Change has always been a constant in our industry and will only become more pronounced.

It would be best to accept that what you do now will likely not be what you do in 12 - or even three - months. Things are going to change and you have to embrace it. None of us are entirely in control of this dynamic environ­ment. Even the most powerful platforms and companies struggle with it. Just look at how long it’s taken Google to set a firm date for the deprecation of third-party cookies. Trying to control everything is a recipe for frustration. In­stead, accept that you can’t control it all and be prepared to constantly test, evolve and try new things. Our industry is continually in flux; we must be comfortable with that. Being adaptable and open to change is not just important; it’s es­sential for success in the ever-evolving field.