This week in conjunction with International Women’s Day, our blog will offer ‘Learnings From’ some of our top female employees from around our global offices. Find out more about IWD (which falls on Tuesday 8th of March) and how you can participate here.
Caroline Hugonenc is our VP of Research based in Toulouse, joining in February 2012. You can find her over on Twitter @chugonenc. Read on to find out about her predictions for video advertising and why it’s important to speak two languages (and not the traditional ones!)
Can you tell us about your role at Teads?
I’m celebrating my 4th year in Teads this month. I was hired to produce content and insights for Ebuzzing and was then offered the position of Marketing Director in France. I’m now in charge of research globally for Teads and I manage a team of very talented and motivated people. Matt Engstrom in the US, who coordinated the Ad Blocker study, Charlotte Diemer and Ana da Silva, based in the London office, who built our vertical expertise from scratch and Clotilde Bernard in France, who is my right-hand man on the GRP converter. I also work closely with Bérengère Weber who is Head of Communication in France.
At Teads now I head up the global research projects around the world. My job is to produce research and content that support our business and build up our thought leadership, so that we are perceived as the experts and a leader in the video landscape.
How did you get into the video advertising industry?
I started my career at Mediamétrie which is the research company that operates TV and digital audience measurement for the French market.
From there I worked for two years for Nielsen Ireland where I was in charge of the recruitment and the statistical balance of the TV panel. Returning to France in 1998, I got a job at Carat as a Research Manager for digital. This was in the early days of the online advertising industry and I spent a wonderful time there educating our clients on digital as well as learning from my TV peers.
I’ve found that digital has been completely creative in creating a new language that is self-referential. As I can speak both languages (TV and digital) I can translate.
After 12 years at Carat, I left for Ebuzzing: the company reminded me the pioneer spirit of the start-ups before the Internet bubble burst in 2001. When I arrived, we were the clandestine in the video advertising market. Four years later, our platform has the largest reach globally.
What do you enjoy most about working at Teads?
I feel really lucky to work in Teads as the company is truly driven by a vision to reinvent video advertising. We’re always trying to push the limits and get things moving forward, extending the boundaries of the existing market to a new frontier. It naturally attracts people that have an entrepreneurial spirit and want to change the game in the industry.
What has been the biggest change in video advertising for you?
The lack of curiosity and knowledge is holding back growth of our digital industry. Distributing TV spots in pre-roll ad is the most obvious way to deal with video advertising online, but it’s not the only one and far from being the most suitable. Educating the market to the opportunities offered by digital is a never-ending job.
What do you think will be the next big trend in video advertising?
Video is going to disrupt mobile advertising, which is still very performance focused. It’s a fantastic creative challenge for brands who will have to adapt their communication to mobile both in terms of formats and messaging.
How do you see the role of research changing and influencing the digital advertising industry?
Research is paramount for our fast moving industry. Being able to understand user behaviour, anticipating trends, and measuring audience and proving ad effectiveness are crucial for a player like Teads.
What advice would you give for those wanting to start a career in Research?
- Be curious
- Go beyond appearance
- Go deep into detail and understand a topic in its complexities but deliver takeaways that a 8 year old can understand
Can you tell us about a skill you’d like to learn and why?
I wish I could speak more languages and better!