Our Industry Insights Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Last week we spoke to Sizmek platform director Linda Nguyen.
This week we spoke to Paul Garrity, CEO and co-founder at Impulse Screen Media.
Time in current role/time at the company:
How would you describe what the company does?
Our technology constantly monitors TV content to trigger multi-screen digital campaigns that deliver co-incidence marketing opportunities in real time (actually our technology can do a lot more than that but I couldn’t make it fit in a sentence!).
What do you do day-to-day?
Sometimes it feels like a million things but they are all focused on ensuring our customers find the best way to use our technology to create incremental value from their digital advertising campaigns (as well as enabling them to measure how well they are doing it).
Define your job in one word:
Fanic (Fun & Manic).
I got into advertising/ad tech/marketing etc because:
Having worked in financial services for a long time, I saw how data-driven automation transformed the industry. When the media and advertising industry began the same journey, I saw an opportunity to apply the lessons I’d learned.
What’s the biggest challenge you face in your role?
Prioritising. As a co-founder everything seems equally urgent and important but as a CEO I know its critical to focus and not spread our efforts too thinly. Sometimes things have to wait (and I’m having to learn to be more patient).
What’s the biggest industry-wide challenge you’d like to see tackled?
Effective multi-touch attribution solutions. We all know advertising works but it can’t be measured in a linear way.
Previous industry related companies you have worked at:
I’m new (ish) to the media and advertising world. Before I co-founded Impulse Screen, I spent six years at SAP working in Financial Services and Mobile Solutions. This is my second startup having founded one of Australia’s first mobile app development companies back in 1999.
Notable ads/campaigns you have worked on:
It might not be notable to anyone else, but the first campaign our technology powered was back in 2014 around the launch of Peugeot 308 into Australia which we did in conjunction with Snakk Media. I was proud of it then and I am proud of it now as it proved our technology made a real difference to customer engagement and Snakk are still a customer to this day.
Who is/has been a great mentor to you and why?
Philip Small. I first worked for him over 20 years ago at a software company called Continuum where he was CEO, and he was responsible for my move to FINEOS after he became an advisor there. I’m fortunate that he now serves as a formal board advisor to Impulse Screen as he provides rigorous and practical financial advice; he is brilliant at reigning me in when I get too ahead of myself.
Words of advice for someone wanting a job like yours?
Create it. Be the change you want to see. That’s what being a founder is all about.
If I wasn't doing this for a living, I'd be:
My mantra / philosophy is:
I’m constantly telling the team that “if it was easy everyone would be doing it.” Innovating is bloody hard work but there’s nothing I’d rather be doing, we do it because it’s hard not because it’s easy.
My favourite advert is (and why):
Carlton Draft’s Big Beer Ad – it’s self-depreciating – achieves objectives, ironic and successful. Last line is excellent. What advertising is about.
Music and TV streaming habits. What do you subscribe to?
I’m old school when it comes to TV and still have my Foxtel subscription, although I’m a heavy user of the SBS and ABC streaming ads. I’ve also hung onto my extensive CD collection which I still listen to over Spotify.
Tell us one thing people at work don’t know about you?
I was in an indie pop band called Catherine Wheel at university. We did one pub gig and a few house parties before we realised we were crap.
In five years' time I'll be:
Innovating on the next thing. Possibly AR or VR with the help of an AI.
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