Capital One’s Anthony Saxton explains how he finds being able to target audiences with the right marketing campaign in the right place at the right time very exciting at the Google@SMG event.

Saxton, senior relationship manager at Capital One, explains how the company are looking at how they link their sponsorship assets with generating account bookings and build customer retention.

Capital One plan to start making YouTube a bigger focus in the future by broadcasting and summarising moments from the Capital One Cup on their YouTube channel. This would enable them to compare the success of adverts on TV and YouTube whilst gathering data in order to learn how to better market them as a credit card company Saxton explains.

Matt Blackborn discusses the benefits of the advancement in connectedness, its simplification for consumers and how this has had an impact on brands and advertisers in emerging markets at the Google@SMG event.

Backborn explains that connectedness has become increasingly important in emerging markets and that in an environment where connectedness through mobile is paramount, marketers need to make sure they understand and act quickly.

The Human Experience positioning can be instantly global, he explains, making the digital environment very exciting for brands wanting to thrive in emerging markets.

Howe discusses the need for collaboration in the industry and the future vision of content that works across all platforms, capturing all audiences.

Connected activity is a creation of experiences, data output and moments for consumer engagement with brands, says Howe at the Google@SMG event. For it to work, clients, agencies and media owners need to work together, with the right people in each team to understand everything - the data, the human experience and the consumer.

Talking of video content, Howe does not feel that TV is going away, but evidently the consumer experience and a brand’s video strategy is different. Going forward, the ambition is to capture all of the audiences on all screens, with content that works across all platforms. Ultimately, this would need an attribution model to track the entire consumer journey to see what part is having the greatest affect, a vision for Google.

Looking to the future, Howe explains that Google search is still only at the beginning, and without giving away any clues, he reveals that there are many exciting innovations coming round the corner for Google.

Dave Young, Box TV’s programing director speaks to SMG at the SMG Inspired Guest Speaker Series about the history of the brand and how cross platform brand extensions are opening exciting doors for Bauer Media.

Audiences go through different experiences with different mediums. Young reveals that this is an extremely exciting time for Bauer Media brand heat and how their eager and enthusiastic team are always looking for new and exciting ways of sharing content across all their platforms.

Young also shares how excited he is to be able to invite brands to work with Box TV and cross promote content to build synergy for the content.

Ric Blaxill, Bauer Media's Music and Content Director at the SMG Inspired Guest Speaker Series explains how sharing content across all their platforms has helped open the studio door and get closer to their audience.

Due to increased interactivity, listeners are now invited to become more involved on a creative level with the use of social media, such as Facebook and Twitter, growing enormously, the former Top Of The Pops executive producer says.

Blaxill also shares his excitement about new talent Al Murray being brought on board at Planet Rock. The “kick ass drummer” will help the brand connect with new, wider audiences.

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