TV Talk: Home Sweet Home Office, with Effectv’s Andrea Zapata

April 24, 2020

In our third episode of TV Talk with Jo Kinsella, Jo chats with Andrea Zapata, the VP of Data Innovation and Insights at Effectv, about the challenges and surprising discoveries involved in striking a new work-life balance—both as ad executives and parents—while working from home during the age of COVID-19.

Maintain a Sense of Structure

Andrea believes that setting a regular time to start the day (even on weekends) is key to creating a sense of normalcy, in a time that feels anything but normal. She and Jo have both noticed that colleagues and peers across the industry are more open and authentic than ever, and that regular check ins with teams are crucial for establishing an ongoing sense of community.

Balance Human + Business Needs

Jo and Andrea discuss how they’re balancing the human needs of making sure their colleagues are staying safe and well, while making sure that they’re helping clients succeed during this unprecedented time. Clients' needs are ranging from adjusting to e-commerce models for the first time, heaving up on or, conversely, pausing campaigns and more. That’s why it’s vital to genuinely understand where clients are right now so they can thrive moving forward.

From Evolution to Revolution

They acknowledge that TV viewership has fundamentally changed across platforms and devices. With so many people at home who can now choose to watch TV in ways they may not have previously, advertisers now have  a great opportunity to engage with audiences in news ways.

Jo says that, while TV was already undergoing an evolution—moving toward proof of performance and data-driven insights—the current pandemic has brought about a full on revolution as data becomes more important than ever for driving business goals.

Check out the full episode here. TV Talk with Jo Kinsella is also available via Spotify, Apple Podcasts, Stitcher and Google Podcasts.

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