That kind of consensus is forming, with executives promising to rebalance the audience relationship through better messaging.
Still, even as the industry looks to correct itself, it is also challenged to respond to the omni-channel demand – the reality that brands now need to engage with consumers across a wide variety of devices and touchpoints.
The Catch-22? As a Beet.TV panel moderated by Forrester Research principal analyst Joanna O’Connell discussed, the solution to omni-channel is all about… technology.
The panelists lamented that technology capabilities have led the industry toward simply using tech for tech’s sake, bamboozling consumers with advertising – and prompting a backlash…
Essence president Jason Harrison: “It still is really amazing to me the number of advertisers and marketers that pour money into advertising without a really concrete understanding of what actually works. Technology is way ahead … whether the technology is working or not working, if it’s being used for good or for bad.”
Forrester Research principal analyst Joanna O’Connell: “We have this habit of saying, ‘Because the tech exists, we should do this thing. Because I can personalize, I always must. Because I can target, I will only target the people I think I care about – until they hate me’.”
Adobe SVP and GM of Advertising Cloud Keith Eadie: “The metrics have followed the technology platforms … but not nearly to the point where we’re creating experiences and understanding how different audiences or individuals are reacting to that advertising and adjusting accordingly. We’ve given all of these marketers a hammer and then everything’s looked like the nail and the last 10 years has been about mass tonnage of advertising … it’s not surprising, given that context, of the outcomes we have now in terms of receptivity to advertising from our consumers.”
Panelists debated how the way to solve matters was be reconnecting with message, by turning attention to using data to fuel more creative stories that reach audiences, not just for targeting.
Essence president Jason Harrison: “If you look at consumers’ expectations of what they see in terms of advertising, what’s rising fastest is, ‘I want something that’s relevant’. But there’s still a big gap in the way that I think creative storytelling happens in advertising. The next frontier of advertising is, ‘How do we get that right?'”
Forrester Research principal analyst Joanna O’Connell: “We see in the data that some consumers are totally okay with personalized advertising, because they feel like they’re getting some value. Others are really, super not cool with it.”
IBM VP digital strategy and sales Jordan Bitterman: “You’ve got to be able to build for something that you know can scale. There’s a lot of great formats that are out there – but there’s a lot of clients that don’t want to spend that kind of money to build those different kind of ads out unless they know it can scale because. at some point, the wallet dries up and there’s only so much they can do. I think the same is true for omni-channel.”
IBM VP digital strategy and sales Jordan Bitterman: Bitterman left panelists with two predictions for how the industry will reconfigure itself to meet these challenges:
This video is part of Beet.TV’s coverage of Cannes Lions 2018. For more videos from Cannes, please visit this page.
]]>But, despite years of talk about “omni-channel” marketing, the truth is – for many – that future is still some way off.
That is according to one agency exec turned tech sales honcho.
“I think in their hearts, advertisers are omni-channel,” says Jordan Bitterman, the former chief strategy officer of Mindshare in North America, who is now VP of IBM’s digital strategy and sales. “I think in the way they’re spending and how they’re operating, probably less so.
Omni-channel and the talk about breaking down silos has been in the industry for what seems like years now.
But talk only gets you so far. Why is real evidence of omni-channel practice still thin on the ground?
“The tools have to be in place for us to be able to really do that at scale in the industry, and we’re not there yet,” Bitterman adds.
“The breakage point starts with an understanding. We’re still in a point right now where we’re looking for results on a very quick, short term basis. It’s really a shame.”
He says that leaves advertisers exposed to accidentally showing too many ads to users who have already seen them on one screen or another.
“We’re doing a ton of damage,” he says.
]]>With performance like that, it is enough to make observers wonder, did the Cambridge Analytica scandal even happen?
That scandal, coupled with Europe’s new GDPR legislation, has put the digital marketing industries on notice – they are now being watched more closely to safeguard consumer data and to behave with more respect toward their privacy.
But, whilst the Facebook crisis may have seemed like it would shift user behavior, one tech exec doesn’t see that happening any time soon.
“We maybe need to demand things differently, but consumers aren’t going to band together and do that, the VP of digital at IBM.
“Maybe they’ll use some platforms a little bit less than they were before, but ultimately it’s probably not going to have a huge material change to the industry.”
That may sound counterintuitive to the recent storm that has swirled around the sector, with major changes expected after the drawing of a line in the sand.
But, whilst Facebook has suffered a reputational hit, it does not seem to have suffered from a user perspective.
That’s because Bitterman thinks consumer will still engage knowledgable and maturely in a value exchange that has existed for some years now.
“It’s changed in that there’s a lot more option in terms of how you might want to transact, for lack of a better term, with a publisher,” he says. “But we still haven’t seen any critical mass changes. There’s been no major shifts.
“Most of us still consume our media through a social contract which is, ‘You serve me ads, I give you my data, those ads are being powered by the data that I’ve given you and we all generally know that consciously or unconsciously’.”
This video is part of a series titled The Consumer First, a New Era in Digital Media presented by MediaMath. For more from the series, please visit this page.
]]>But the two hemispheres of the industry don’t have to be divorced from each other, says one leading agency exec. MediaCom’s US CEO thinks data can now help to power ever-more creative advertising.
“Data is the new business fuel, data allow you to design new creative,” Sasha Savic says, in this video interview with Beet.TV. “Data will change creative to be more precise and to be more relevant.”
In 2017, we have heard plenty from advertising executives – even many in the data vendor community – who want to talk more about creative enablement. Savic is on board with that – but he doesn’t see enough chat from peers.
“There is reluctance from traditional big agencies to embrace data as the fuel for creativity,” Savic claims.
The industry is now entering a next phase in which artificial intelligence and machine learning are promising to even better target consumers. For MediaCom, Savic says AI “surprises us every day with new opportunities that we didn’t dream about yesterday”.
And, whilst it will be possible for algorithms to mine consumer records to form a better understanding of them than perhaps they even have of themselves, Savic thinks privacy concerns won’t be as big a deal for audiences, if the campaign hits the right note.
He cites an example last year in which Coke wanted to show a bottle bearing viewers’ first name at the end of TV commercials – something which required both viewer data and viewer permission. ‘Eighty percent of people said ‘yeah, do it’,” Savic adds.
This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business. For more from the series, please visit this page.
]]>The marketing chief of one big auto maker believes owners should be able to choose their vehicle’s driving mode depending on their preference.
Earlier this year, Audi partnered with tech maker Nvidia on a range of in-car tech, including AI-powered autonomy, with a view to creating the world’s most advanced driverless car by 2020.
But, for Audi’s America marketing director Loren Angelo, it’s about choice.
“Audi wholeheartedly believes in piloted driving,” he tells Beet.TV in this video interview. “We’ve always engineered our vehicles for the driving experience.
“‘Piloted’ means you can engage or disengage depending on the conditions you need as a consumer.
“If you are in commuting traffic, there’s probably other things you could better use your time for. If you want that great drive experience up in to the country on a Sunday afternoon, you want to be behind the wheel of the car, feel the acceleration, be able to steer around those corners and enjoy the experience.”
Angelo says Audi has shrunk its driverless car processing requirements from hardware the size of a mainframe, sitting in the back of a car, to something the size of a chip.
This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business. For more from the series, please visit this page.
]]>Certainly, tools like 3D brand avatars imbued with lifelike emotions and empathy may seem far-fetched. But they are real, here and now, said one pioneer pitching the tech to advertisers today.
“This technology is available today,” said Mark Sagar, CEO of Soul Machines, a company responsible for the systems. “We could basically replicate any person.”
By that, Sagar means, the 3D technology his company built, originally for movie studios to bring characters to life, how moved beyond animation itself – now, those 3D character models are getting injected with algorithmic profiles that mimic human emotions, ticks and responses, even to viewers they can see through their own digital cameras.
And Sagar thinks brands could use the same tech to bring brand avatars to life.
“It could be a celebrity, it could be a spokesperson or whatever,” he said. “If you think about how you approach representing a brand when you get a celebrity … you’re embodying their traits in that. We can bring them to life and have them interact.”
This is a world away from optimising display ads’ click-through engagement. In this future world, an army of technologies would be deployed to mimic human characters employed to interact in lifelike conversations with customers and prospects. It’s a closing of the gap that Sagar thinks will yield results.
“When you interact, you invest,” he added. “You start personalising things. You can have a spokesperson or representative of a particular brand have a relationship with you – it will remember you, your preferences, adapt its behaviour.
“You start forming a stronger relationship with the brand in that way. By adding life to things, we can’t ignore it.”
This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business. For more from the series, please visit this page.
]]>That means the time is now to pick a horse in the AI race and back it, says Carrie Seifer, chief revenue officer at The Weather Company, whose acquisition by IBM has upgraded its own AI chops.
“If you’re not using AI in your marketing, you’re actually behind the boat,” Seifer tells Beet.TV in this video interview. “We have seen several different marketers, just with our tools alone, use it and get higher engagement, better CRM, increase their Net Promoter Score.”
How does AI help marketers and advertisers. The opportunities are many, but Seifer calls out planning, strategy and optimisation as areas that can benefit from machine intelligence.
Furthermore, The Weather Company is working with IBM’s Watson AI division to offer what the pair are calling a “Watson ad unit”, wherein Watson powers chat bot dialog between a consumer and a brand.
“It’s about how machine learning can augment what humans need to do,” Seifer adds. “It’s not cute anymore to not understand what your customer wants. They’ve given you all this data – if you’re not doing anything with it, then shame on you.
“Natural language APIs allow you to have a conversation with your customer with limited human interaction. You feed it data that maybe comes from your call centre.
“Just start exploring the APIs.”
This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business. For more from the series, please visit this page.
]]>For their part, marketers need to be brave and experiment with AI while not thinking short term about it, Fremont says in this interview Beet.TV with The Weather Company CMO Jordan Bitterman at the Cannes Lions Festival of Creativity.
“For me, artificial intelligence is about the iterative learning process,” says Fremont, who is Global Chief Digital officer of MEC.
From an advertising and media perspective, AI represents a transition from algorithms to “something that is learning on its own.”
He is particularly attracted to the notion that AI could help vehicle marketers configure a car “based not on what you told it but what’s learned about you, your lifestyle, if you have a family, how old your kids are, what you do. You go right to the showroom and your car’s there.”
Fremont dubs AI “beyond transformational” because it touches everything from product design to demonstration and purchase.
“It’s not device oriented, it’s not marketing oriented,” Fremont says. “What I love most about it is that it’s completely disruptive.”
Asked by Bitterman whether AI is just a lot of talk at this point, Fremont posits that marketers need to do a lot more experimentation. Beyond the vehicle design model, he talks about the potential for machine learning from consumer engagement with digital ads.
“It’s really taken the notion of one-to-one personalization to the ultimate.”
Recalling the early days of one-to-one marketing with the direct mail medium, Fremont marvels at the swiftness of the AI realm.
“Now the ability to move at lightening speed is what is so disruptive,” along with “the accuracy that it has.”
This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business. For more from the series, please visit this page.
]]>But we if you could use AI to create lifelike digital brains that, implanted in 3D facial models, could give life and character to virtual avatars?
As far-fetched as it may seem, that is exactly what Mark Sagar has done. The CEO of Soul Machines says his company has used IBM’s Watson cognitive computing service to inject emotion in to computer-generated movie characters – but the tech is not going to stop at Hollywood.
“How do we make characters that have their own digital life?,” asks Auckland-based Sagar, during this panel interview at Cannes Lions. “You almost have to give it a nervous system, a digital brain so it can think for itself.”
Sagar, who first pioneered the technology whilst working on the movie King Kong and who later built upon his work for Avatar, may be used to working with scripted characters – but these AI creations don’t necessarily have to follow the paths laid out for them.
“We have biologically-constrained cognitive architectures – these are brain models,” he says.”You don’t know how it’s going to act, it will have memory and so forth.
“The models can sense the environment, they can react, they can learn in real-time and we can connect those to Watson – you (can) have a conversation with it.”
Why is Sagar in Cannes, where the world’s advertisers and creative agencies are out in force to hear about what’s new and what’s next?
Because AI-driven facial models could help brands and enterprises create avatars that interact with customers in lifelike ways, tapping in to vast databases behind them and describing it in emotional mannerisms.
“If you’re a company and have big data that you want to go through, we can put a living face on it,” Sagar adds.”
This interview panel was chaired by The Weather Company CMO Jordan Bitterman. The Weather Company was acquired by IBM in 2015 and, together, the pair are leveraging IBM’s Watson to work on a range of AI-powered initiatives.
This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business. For more from the series, please visit this page.
]]>In this, Soul Machines Co-Founder & CEO Mark Sagar walks The Weather Company CMO Jordan Bitterman through three immersive and utterly absorbing examples of how AI technology is “humanizing” computing. The Weather Company is part of IBM’s Watson group and Watson is being used by Soul Machines.
“You can basically bring anything to life, whether it’s a virtual spokesperson or we can even animate non-human characters,” Sagar says as he begins to summon virtual humans on a computer screen. “So it creates a level of engagement never seen before.”
The first example that Sagar presents is a baby girl who appears to be sitting in a car seat directly facing him. “She can see my face. She’s responding to me. She’s not copying me. She’s got her own emotional models,” Sagar explains.
This becomes evident when Sagar moves away from the computer. The girl’s expression sours as her eyes try to find him. A graph superimposed on the computer screen shows her stress level rising. When Sagar comes back into view and speaks, she smiles. “I’m basically calming her down with my voice and my facial expressions. Just like you do with a child.”
When he shows her a book, she tells him what it is. Her pupils respond as he adjusts her simulated level of dopamine.
The next two examples are virtual female adults who are programmed to be able to interact with humans, for example answering questions from customers on behalf of brands. All the while showing genuine human emotions.
“We’ve actually got absolutely precise control over what their faces can do,” Sagar says, noting that every single virtual eyelash is constructed individually.
To Sagar, such uses of technology represents for brands a “whole vocabulary which has been untapped so far in terms of human computer interaction and it’s totally ready to go now.”
This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business and Watson. For more from the series, please visit this page.
]]>“The experiences that we’re are bringing our clients through here that are all Watson-based is really where the future is for us,” The Weather Company CMO Jordan Bitterman says in this interview with Beet.TV at the 2017 Cannes Lions Festival of Creativity.
All things weather-related won’t disappear altogether when The Weather Company undergoes its name change. The future “does not exclude weather, because weather is obviously a big part of how we can utilize AI going forward,” Bitterman says. “We’re going to be rolling it out in the coming months.”
IBM envisions Watson as akin to the Android or iOS app stores “where it’s a platform that people can develop on.” Bitterman cites companies like Soul Machines that are building their technologies on top of the Watson stack via application programming interfaces.
For Soul Machines, building “virtual humans” involves using such Watson skillsets as natural language recognition to sentiment analysis. Auckland-based Soul Machines recently unveiled its first virtual assistant, Nadia, voiced by actress Cate Blanchett, as idealog reports.
“Right now there’s 38 different API’s that Watson has and there’s more in testing right now,” Bitterman says. “Probably by the end of the year there should be close to 50 or even 60 different API’s that Watson can enable companies with.”
Cannes attendees can demo various kinds of AI interfaces at The Weather Company’s encampment at the Carlton hotel. One of the experiences is operating the self-driving car called Olli that is powered by IBM’s technology.
“We also have a mirror here that will let you know if you have early signs of melanoma,” Bitterman explains. “Which seems highly appropriate for the south of France.”
This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business. For more from the series, please visit this page.
]]>That’s why the Weather Company CMO Jordan Bitterman and his team plan to bring the technology to life to the marketing and and media world at the Cannes Lions Festival next week.
Watson at the Carlton
Weather is hosting an event on Monday, together with Beet.TV and media agency MEC a the Carlton, featuring Mark Sagar, Oscar-winning entrepreneur building life-like AI avatars. Sager is founder of New Zealand-based Soul Machines. IBM’s Watson will be demo’d at the Weather’s suite at the Carlton for the entire week.
Why AI Matters:
“When you call a call center, you have a conversation with a person at the other end of the phone,” Bitterman explains, in this video interview with Beet.TV. “That costs that company lots of money.
“With avatars, you program it, the cost of service is a lot lower. If it gets to a place where the humanity and it feels real to you as a consumer, you won’t mind whether you’re talking to a customer service representative that’s flesh-and-bone or zeros and ones.”
Below is a video on the making of avatar “Nadia” with Sagar and actress Cate Blanchett who provides the voice.
Why is The Weather Company in this space? Because IBM acquired the company in 2015, putting in its Watson AI division.
Now Bitterman says the IBM-run Weather Company has three layers – an Internet of Things division taking data from millions of sensors, a content division creating knowledge out of the data, and the classical Weather Company, a media entity with what Bitterman, in engineering speak, calls the “end points” to deliver that information.
This segment is part of the Beet.TV lead-up to the Cannes Lions Festival of Creativity. 2017. The series is presented by Storyful. For more from the series, please visit this page.
]]>So what’s the big idea? For Weather Company CMO Jordan Bitterman, it’s about using the cloud to go beyond weather.
“We’re making a transition where the data that we provide is not just in the weather space,” he tells Beet.TV in this video interview. “We’ve got a ton of geolocation data … everything from professional weather stations to amateur weather stations, but also to smart phones and cars, etc. All of that data is value that we can put to work for brands and for businesses.”
Why Watson? Because IBM’s software could be a secret weapon for ad targeting.
“It can take that data, learn from it just like you and I learn from anything, any lessons that we have, and then we can optimize it and put it back into the marketplace,” Bitterman adds.
“Being part of Watson, it enables us to take all the data that we have, put it together and combine it with our clients’ first party data or any other kind of third party data and utilize it for best effect on their business.”
This interview is part of our series “The Road to CES,” a lead-up series in advance of CES 2017. The series is presented by FreeWheel. Please find more videos from the series here.
]]>Facebook is a “juggernaut” that improves by reinvesting and by providing marketers with a powerful data offering, he adds.
We spoke with Bitterman at the New York offices of Mindshare for our lead-up series to CES. In the interview he talks about client expectations at CES and trends he expects to see at the upcoming show.
For more videos from the “Road to CES” series, please visit this page. The series is sponsored by YuMe.
]]>But what is the real place of “content” in a marketer strategy? And are they prepared to to the next step – to create content that’s so good people would pay for it?
If brands really want their content to be consumed, should they aim for standards so high that their work demands payment? It’s an interesting notion – one OMD chief innovation officer Ben Winkler shared a Beet.TV discussion panel.
“In the end, there’s only really two kinds of content – you either pay for it or you don’t,” he said. “When clients talk to us about creating content, I say, ‘Are you willing to put the time, investment and resource in to creating content that people would pay for?’
“I say, ‘Think about the kinds of content that you pay for – HBO, Netflix, sometimes even New York Times’. Then they tend to back off a little bit – they go, ‘Okay, maybe we’re not ready for that’.”
Fellow panelists Jordan Bitterman and John Montgomery said they think data can fuel creative renaissance for advertisers.
“(Data) can be reinvested back in to some sort of creative product,” saidMindshare NA chief strategy officer Bitterman. “We have a lot of white space left in which we can create great content due to data. We’ve just hit the tip of the iceberg on this.”
GroupM Connect NA chairman Montgomery added: “We can use data to tell stories. We know who’s seen episode one of the ad – we can serve episode two or three. We can tell much longer stories.”
They were questioned by Tobi Elkin.
This video is from Media Future Conversations 2015: Unblocked – Valuing Human Attention In A Content-Driven World, an event presented by true[X] in association with Beet.TV Please find more event videos here.
]]>“Clients want to make sure an agency has strong buying, with great efficiency and best-in-class tools to gather information on their customers,” Bitterman says. On the people side, marketers are looking for agency experts who are skilled in digital, mobile, analytics and other new technology and tools. At Mindshare, the agency had been relying on “The Loop,” an internal war room/think tank inside the agency that monitors paid, owned and earned media in real time.
“The Loop is our operating system and teams come into the room and are surrounded by data,” Bitterman explains, adding that weather is one of the data points the agency monitors because it impacts nearly every business.
Kenny sat down with Bitterman last week at the Cannes Lions Festival for this session aboard the Teads yacht.
Beet partnered with Teads for events on the yacht and sponsored this series of videos from the Festival.
]]>Daily Mail generates 80 million video views each month, and licenses videos from AP, Reuters, Getty and others, with one million visits a day to its home page in the United States, he says in a conversation with Jordan Bitterman, Chief Strategist of Mindshare NA.
The publisher plans to expand into creating more original video to add to its existing stable of licensed videos, he says.
Steinberg has learned that consumers and advertisers don’t always want the same things. Advertisers like clean designs with little content but readers like jam-packed pages. Daily Mail has built one of the most successful news sites on the foundation of highly engaging articles, videos and photos. “Advertisers and agencies need to be more realistic about what drives consumption, engagement and love of a product,” he says. The news site publishes about 800 stories a day with 10,000 photos, Steinberg says.
This session was recorded aboard the Teads yacht.
Note: Later during Cannes, the Daily Mail announced a major video initiative the TV personality Dr. Phil.
Beet partnered with Teads for events on the yacht and sponsored this series of videos.
]]>
What does that mean for one of the world’s biggest business information media companies? Asked by Mindshare NA Chief Stategy Officer Jordan Bitterman for Beet.TV, Bloomberg Media global chief revenue officer Paul Caine summarized the key recruitment areas for focus:
That approach may be paying dividends. Bloomberg Media overtook Yahoo! Finance and IBT Media in comScore’s Business and Finance video category to become the global leader in digital video for the first time in the company’s history this week. The company says its video audience has boomed 337% in the last year.
But, although Bloomberg is doing more and more with digital video, Caine says that doesn’t mean the output will look like TV: “Our prime time is between 6am and 9am, which is very different from most prime time typically is.”
This video is part of our series about the future of video advertising, produced at Cannes and presented by Teads. The video was recorded on the Teads yacht. For more videos from the series, please visit this page.
]]>Coined recently as “inline” advertising, Bitterman sees big opportunities for publishers and brands around advertising that appears “inline” with consumer decisioning and purchase.
We spoke with him last week at CES about the changing opportunities around digital advertising and media.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all our coverage here.
]]>“Real-time has been about owned and earned,” Jordan Bitterman tells Beet.TV. “Tent-pole events like the Superbowl – ‘how do we get someone to retweet our creative tweet?’ That’s all very well and good. But this is the year where the plumbing has finally been laid for paid media to enter real-time.
The idea” we can optimize based on data about weather patterns, what people are searching for, transaction history – all of that stuff is now infusing what we do from a paid media perspective.”
We spoke with him at the Mindshare party at the Cannes Lions International Festival of Creativity.
]]>“There are so many new technologies that allow us to turn creative in advertising into something more meaningful, and there are technologies to help with creative optimization and really surgical targeting and creative ads,” he says.
New forms of data are aiding marketers in understanding what types of paid, owned and earned content work best. “It’s all very important to look at the market differently. It’s great for a new crop of CMOS to look at things in a Billy Bean/Moneyball type environment,” he says.
Smart use of data can help an agency stay abreast of daily marketing needs, which can then be used to improve content and creative, he explains. Mindshare, for instance, assembles teams for clients that meet every day to analyze what’s happening in real-time across screens for its brands and their competitors. That lets the agency know what to respond to in the market and how to respond to it, he explains.
Bitterman was a moderator and panelist at the Beet.TV Content Marketing Summit held at the New York offices of Mindshare this week. You can find more videos from that event here.
]]>Sebastian Hempstead, CEO of social media marketing monitor service Brandwatch, says immediacy is vital.
“The content we put in to conversations can turn up a day later… if it’s not in the right moment… when we want to consume it, that moment of interest, that opportunity to engage has gone,” he tells Beet.TV. “We need to be engaging at the point in real-time.”
By means of example, Hempstead’s Brandwatch has helped one client respond quickly to negative social discussion about its financial results. And, Hempstead says, when disgruntled customers tweet they’re leaving their mobile carrier, that is an immediate sales opportunity for rival networks.
We taped this segment at the Mindshare Client Huddle, where Hempstead was interviewed by Mindshare’s north America chief strategy officer Jordan Bitterman.
]]>“We see a trend to shorter video and that being an art form,” Bitterman says. “We are recruiting for content creators to work at Mindshare that have rich Vine profolios because there is a science and art to communciating in short form to consumers, and those who do it well can be helpful for our clients.”
In November, the average length for online video was 4.7 minutes overall, down from 5.4 minutes the year-ago period, according to comScore.
Mindshare is also focused on so-called “adaptive marketing” so that it can help brands react to daily shifts in the market when necessary. About 70% of a client’s budget is usually allocated to paid media, and Bitterman says his goal is to leverage some of those paid dollars in a real-time world using adaptive marketing. Mindshare has implemented daily practices to monitor each client’s media channels and real-time conversations and determine whether to make daily changes, he says. “We are enabling ourselves in the moment to move with speed,” he says.
This video is part of a series produced by Beet.TV of the Mindshare Client Huddle.
]]>“One marketer may say ‘premium’ content has to be shot by a famous director, has got to have celebrity talent on it, has to be running on a first-rate distributor,” Bitterman tells Beet.TV’s Video Ad Effectiveness Summit in this taped interview.
“Other content (that) they may deem non-premium, another marketer may say ‘That’s fine’. Yes it’s on YouTube, yes it’s made by a studio that only 5% of the public and 10% of the ad community has ever even heard of before – but it meets the criteria of what my brand is all about – that could still be ‘premium’.”
Bitterman was speaking with event moderator Ashley J. Swartz, CEO and founder of Furious Minds. Watch the video for more insights. The event sponsored by Nielsen.
]]>
With the explosion of content, the agency sees its evolving role in the NewFronts in providing the ‘context’ around the content, explains Jordan Bitterman, SVP for Social, Mobile & Content Lead, in this interview with Beet.TV, last week at the agency’s NewFront event.
Note: Interviewing is Karen Cahn, GM of Original Video at AOL On. We are pleased to have her help as part of AOL’s sponsorship of our NewFronts coverage.
]]>