DQ&A UK will be a year old this month and the team has grown rapidly during the first year. One of our latest arrivals is Leo McIntosh, who will be leading our support for clients on DoubleClick Search. Leo is a PPC veteran having worked in the industry since 2010.
“I’ve known Leo for a long time and I am delighted he has joined our business. His extensive experience and passion for PPC, along with his infectious enthusiasm and drive to share knowledge is a great match for our approach,” commented James Sleaford, DQ&A’s UK and IE Managing Director.
Why did you originally start working in the advertising industry?
I did my Masters in Mathematics, and wanted to apply my love of numbers and data to something that directly impacted others. When I was first made aware of the metrics within advertising, I was keen to find out more about the science behind the choices advertisers were making.
Why did you start working in the digital sector, specifically?
I believe digital interfaces have had such a dramatic effect on our lives, and I wanted to understand where technology was taking us. With the amount of data and measurability available within digital advertising – as well as the short turnaround of results that comes within PPC specifically – I fell in love with the practice of optimising and testing to improve performance.
What do you most enjoy about working in digital marketing?
I enjoy shaping user journeys, and being able to measure my input end to end. There is a thrill to guiding users’ progress down the conversion funnel, knowing that each touch point can be measured and optimised.
Why did you choose to work at DQ&A?
My first job in digital advertising was actually with our strategic partner NMPi (Net Media Planet at the time), and I was excited to work closely with people I respect, on a proposition I find incredibly valuable.
What does the future hold for advertising?
I’m fascinated by how advancements in technology can be used to understand potential customers more, and I’m looking forward to following what audience signals we will be able to track in the future. Voice search and voice command interfaces are already removing barriers of entry to demonstrate intent. I’m curious to discover other ways that we can recognise user wants and desires. When can we start listening for a person’s stomach rumble to trigger advertising food to them? When can we spot a sigh at an office desk as an opportunity to show users ads for holidays? When can we start reading these signals, and how can we convey the right message to them?