Companies are compelled to take a positive stance on a range of outward issues – but often find that benefits nevertheless flow back in.
As part of the Global Forum on Responsible Media produced by Beet.TV, advertising agency executives discussed what they are doing on that front:
“When we used to think about things like responsible media, we used to go straight to brand safety,” said Mindshare global CEO Adam Gerhart.
“But, more and more, the definition and the view of responsible media and the obligation that we have to consumers in the world is becoming much more progressive and much more encompassing.”
He said he is most excited about the “depth” represented by a responsible stance. Gerhart cites data ethics and privacy, media plan practices, carbon neutrality, journalism and minority communities.
“(We can make) carbon-neutral media plans that encourage media partners and owners to offset their own activities,” Gerhart said. “We are now creating things like a series of inclusion PMPs (private marketplaces) which is directly aimed at putting money back into the hands of underrepresented voices. It started with LGBTQ community, has moved into black communities, and now we’re doing the same from a responsible journalism perspective.”
For 4As president and CEO Marla Kaplowitz, responsible media is “not something anyone should take lightly”.
“We actually launched media responsibility principles last September, building on the work of our advertiser protection bureau focused on brand safety and brand suitability,” she said. “It was about taking action to really put a point of view out there and say what does this mean in terms of promoting respect, making sure that we’re addressing hate speech?” The principles cover 10 areas.
“Words only go so far. Actions go the distance,” Kaplowitz adds. “We’ve seen some brands, some agencies, do that, but now I’m really seeing a collective focus on this. We still have a lot of work to do with misinformation and disinformation.”
GroupM North America CEO Kirk McDonald says brands and agencies should respond to what consumers are saying. His responsibility commitment covers five areas.
The first is authenticity, something McDonald says the pandemic has shown the importance of. “Your brand had better be authentic and it better be able to live in the moment and react and move in the moment,” he said.
Other commitments for GroupM include a “data ethics complex“, sustainability, brand safety and diversity and inclusion.
“In dynamic, profound, changing times, the partners that truly are living evolve or die realise that if you don’t dynamically change, you won’t keep up,” McDonald added. “The bold are going to actually have this proportionate outsized wins as a result of actually living their promises to their clients, their guests, their consumers.”
But, infused by software, context is a tactic that, whilst it appeals to audience’s emotions, can also be super-charged by programmatic.
In this video interview with Beet.TV, Sean Clayton, executive director, solutions officer at WPP’s Mindshare, explains why he is so excited about moving beyond cookies.
“We can actually move toward what I consider this heart and mind alignment,” Clayton says. “The functionality is moving into more contextual-based media, contextual-based advertising.
“Context has always been considered this old-school thing of the past. But, really, as you start understanding that people move in waves, they move in larger cohorts, the ability to start executing against those cohorts is actually pretty exciting, especially when you can look within the programmatic ecosystem.
“(It) allows also for less of a chase into crazy personalization but executing meaningful creative against larger groups of people that move the needle faster.”
Google’s Chrome is joining other browser makers in deprecating third-party tracking cookies, and is planning a replacement in Sandbox.
Apple’s strong privacy stance has continued by making use of its IDFA identifier opt-in by default for consumers.
These and other measures are forcing advertisers to consider something different from their big tactics of the last decade – laser-guided, precision targeting of individuals, regardless of the content they are consuming.
For Clayton at Mindshare, that means discovering what else publishers have to offer.
“The publishers have so much information,” he says. “What we’ve kind of done historically is we’ve looked at the granularity of one-to-one data, which is going to be a bit of a loss moving forward.
“What is exciting about it is that, as brands partner with our publishers in a meaningful way, that partnership will allow us to understand the reason, the rationale, the ‘why?’ behind the content.
“The data partners that we work with are very important in how we start to contextualise against this context that we were talking about, building what we would call ‘artistic layers’ and what I call ‘data artistry’ so that we can start looking at context differently within the execution layers of the publishers.”
Clayton says the new approach will allow him to understand the way that that content is triggering a certain emotion.
Brands are starting to get a stronger understanding of publisher relationship and how audiences engage with publishers.
“There’s a clarity between the publishers, the brands, and the audience,” he says.
Even so, that doesn’t mean there is an end to programmatic.
“Once you start to triangulate those things in a meaningful way, programmatic is really doing what it was meant to do a long time ago,” he says.
“(It becomes about) taking this automation strategy that’s been put in place, using the power of the actual technology but using it in a way that starts to actually align emotion, empathy, and human behaviour.”
According to DeCicco, four key variables are impacting how audience planning is evolving right now: privacy and consent, depreciation of cookies and the future of identity, the increasing height of the walled gardens and number of walls being erected, and the pressures being created by the COVID-19 pandemic.
“COVID has forced really every one of our brands to evolve their understanding of their target audience and how best to reach them and how best to communicate with them.” DeCicco said.
Mindshare is performing a weekly consumer insights study on COVID-19, and it’s showing that clients must react to three new realities: changes in channel consumption, purchase behavior, and hyperlocality. Users are increasing their time of consumption in every category from video to podcast streaming.
“It’s forcing us to use our scenario planning tools and reallocate marketing mix if you are going to continue advertising during this.” DeCicco said. “That’s because we’re seeing not all channels being created equal during this time. The rate of consumption increases by channel is different. So you need to look at each channel individually, how the rate of change is happening within the channel among your most valuable consumers, and then reprioritize which channels to spend against.”
Purchase behavior has also changed drastically in some categories like groceries where the industry has had to pivot to ecommerce and a new online strategy. Consumers are buying these products, but very differently. These consumer behaviors are becoming more in line with local communities.
“As consumers get more connected to their communities during this time out of necessity or emerging habit, which again is a shift from where we’ve collectively been going as a more globally minded society,” DeCicco said. “But due to these restrictions on the way consumers can engage now, location has become much more critical to understanding and determining how to capitalize on certain behaviors and in many ways it’s becoming the determining factor of how people are behaving right now.”
The role of context to inform both audience and content is becoming much more intertwined, too. Even in a post-cookie world, there are three key data signals that still persist and inform how people invest in media: customer data, publisher data, and context.
First-party customer records are key to unlocking loyalty strategies and prospecting strategies. The publisher data signal is also important because anyone who can offer content for customer data and can successfully monetize that data can compete in the marketing ecosystem.
“The notion of more walled gardens probably generates a collective shudder among the advertising community,” DeCicco said. “But I think these publishers, these, dare I say, fenced gardens, will be a little bit more willing and creative to bring opportunities to advertisers using not just their data but their powerful content publishing arms to create unique experiences and that’s something that the big four-walled gardens can’t necessarily do.”
The third signal, context, is still critically important and is fueled by a new wave of innovation that is making technologies more precise and intelligent around audience and content.
“So it’s really going to be that marriage between audience and contextual data,” DeCicco said. “That will be the new way forward. Especially as the scale of certain types of behavioral data sets wanes with the depreciation of third-party cookies.”
This video is part of a Beet.TV series titled “Audience, in Context,” presented by Xandr. For more videos please visit this page.
]]>“You see a tremendous explosion in the technologies that can produce content, the companies out there that are producing content, and the distribution opportunities to get that content in front of an individual,” says Cridlin.
Anything that can capture data can work to create an individualized experience for somebody. For this reason, the TV watching experience will be customized down to the very consumer not long from now. One encouraging result of this is that previously underserved communities now have content that’s on-demand and is targeted towards them.
“Our team here in North America recognized that LGBTQ journalism and content was suffering because white lists and block lists were automatically filtering out that content from advertising dollars,” says Cridlin. “So we created a private marketplace of those approved publishers to ensure that that content continued to live because we believe that in the future that content is going to be important.”
The television that watchers are accustomed to already doesn’t look the same as far as devices and set top boxes. Cridlin says that we’ll also start seeing television taking a common experience and making it more unique to the individual.
In particular, he references a technology he saw at CES that gives TV watchers an earpiece and allows individuals to select volume levels as well as tune into particular parts of a program like background music or dialogue. He describes seeing glasses that can literally rearrange letters for readers that suffer from dyslexia. According to Cridlin, augmented reality delivery devices will start to make their way into TV, too.
“If there are glasses that overlay some type of experience on top of the content you’re watching,” Cridlin says. “That could be an even more interesting way of delivering a personalized television experience.”
This video is part of Beet.TV’s coverage of advanced TV at CES 2020 presented by Amobee and hosted by GroupM Worldwide. For more videos from the series, please visit this page.
]]>In this interview with Beet.TV, U.S. CEO Gerhart discusses the “perfect balance” between TV’s scale and addressability along with the challenge that accompanies the need for increasing amounts of consumer data for targeting purposes.
“One of the biggest things that we’re starting to see is the unbundling of services,” says Gerhart, citing the Consumer Technology Association’s projection of a 27% increase in streaming revenue in 2019. “That’s huge and it has massive implications when you think about the control that it gives to consumers in terms of building their own packages with their own channels, their own networks.”
Byproducts of this customization can be positive or negative. Among the former is greater fragmentation, while the latter includes “understanding more about who those consumers are through the data that we have, from the suppliers providers and carriers that are actually starting to create some of those bundles,” Gerhart says.
He sees opportunity in the “perfect balance between the scale that TV can afford and actually the addressability that it creates. I don’t think we have many clients that are on one extreme or the other.”
Mindshare has a lot of small “challenger brands” that use addressable TV and new technologies to precisely target people who may be in market for a particular product or service. Then there are clients that need traditional scale and eyeballs, reach and impressions.
“And it’s the combination of those two and understanding where and how they intersect, that’s the art and science of what we do,” Gerhart says.
He believes there’s a paradox now in that “everybody wants to be as addressable and precise as possible. But in order to do that it means that we need more data and more information from consumers from providers, third party, first party, you name it. That’s the tension that we’re constantly faced with.”
This video is part of Beet.TV coverage of CES 2019. The series is sponsored by NBCUniversal. For more coverage, please visit this page.
]]>This video is a highlight compilation our several of our conversations.
The first three are a related trio of concerns. Quality storytelling derives from consumer data and insights, the end product of which can be ripe for brand integration. Meredith Corporation’s extensive presence at the NewFronts was crafted to address all of these concerns.
“We’re trying to create advertising that becomes what people are interested in, rather than simply interrupting what they’re interested in,” is the way that Shane Akeney, President, Havas Media Group NA, sums things up in this video compilation, which Meredith presented in its NewFronts event on the big screen at Manhattan’s Hudson Theatre. “Big leaps can be made in creating content that is so compelling that consumers want to watch it, want to see it, want to actually be experiencing it.”
Rather than “insert” themselves into content, brand should be there “because they’re making the content better,” says Matt Seilor, President Brand Solutions, Dentsu Aegis Network.
Accountability means measurable returns on advertising spend. “I think the days of an advertiser just kind of spending money and hoping for the best are over,” says Jason Harrison, President and Client Partner, Essence.
Brand safety was a major theme during the week of NewFronts events, echoed by most participants and those featured in this video. They are:
Marla Kaplowitz, President & CEO, 4A’s.
Will Warren, EVP, Digital Investment, Zenith Media.
Yin Woon Rani, VP Integrated Marketing, Campbell Soup Company.
Christine Peterson, Managing Director, Digital Investment Lead, Mindshare.
Shane Akeney, President, Havas Media Group NA.
Matt Seilor, President Brand Solutions, Dentsu Aegis Network.
Jason Harrison, President and Client Partner, Essence.
Joe Barone, Managing Partner, Brand Safety Americas, GroupM.
Ben Winkler, Chief Investment Officer, OMD.
Joe Barone, Managing Partner, Brand Safety Americas, GroupM.
Louis Jones, EVP, Media & Data, 4A’s.
This video was presented on May 4 at the Meredith NewFronts presentation on the big screen of the Hudson Theater.
This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB’s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For the full version of videos from the series, please visit this page.
]]>“It’s just what do you use as the measuring stick? In the digital sphere, we have a lot of measurement at our fingertips,” Peterson adds in this interview with Beet.TV. “It is a custom question for every single client. It’s not something I can easily say is one-size-fits-all for every client out there.”
Results can range from changing brand perception to “opening the eyes of new consumers, different audiences, that this brand is right for them,” to measuring footfall in-store or actual sales, online or offline.
“It’s built in. No matter what the original objective is, it comes down to driving performance, driving brand goals and key business objectives.”
Striking a balance between precision targeting and mass messaging requires a balance, according to Peterson. Some clients need to speak to a very specific set of audiences. “And for others, it’s less about isolating and more about sub-segmenting. So you’re talking to everyone and selling a product that has mass appeal.”
So how do you custom tailor the message within those segmentations?
“So even where it might feel like you may not need to apply data to get very, very niche targeted, it plays its role,” Peterson says. You can be mass but use data to tailor the message “to each individual nuance of an audience, from people who are in market today to people who might be in market six months down the road. Somebody who’s considering your product and somebody who’s never been exposed to it before,” she adds.
Even if a brand or product appeals to everyone, “You can’t talk to everybody the same. So data plays a role not only for niche but also for messaging.”
Peterson believes the most unique opportunity digital media affords is co-creation of content. As she describes it, it’s about bringing a brand’s message to life “with the authority and the authenticity of that brand or influencer voice. And that’s just so much more easy and flexible to do in the digital space.”
She’s always looking for those opportunities.
“It’s great to see what original content is coming out, but it’s also good to see what is really still in idea stage where brands can get involved early on and have a really authentic voice within the content.”
This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB’s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page.
]]>Mindshare is one agency that has dipped its toe in the water – but it now thinks artificial intelligence technology may help catapult the brand bots idea thanks to more natural linguistic experiences.
In this video interview with Beet.TV, Mindshare US CEO Adam Gerhart explains that his company was a beta partner for IBM’s Watson AI technology. He says the application of AI is diverse.
“It’s about how we engage with consumers more readily, in a more appropriate way, whereby they feel it’s more personalized, relevant and something that they want to engage with,” he says.
“Chatbots is interesting but it’s still one-dimensional – there are still limitations to the number of different responses you can program, whereas (with) things like IBM’s Watson, there’s almost an infinite number of iterations that you can come up with – from a messaging standpoint, an executional standpoint – and that’s what we’re really excited about.”
ButGerhart concedes a risk that the industry may focus too much on using technology and data to solve problems.
He sees the ad world bifurcating along the lines of “EQ” and “IQ” – emotional intelligence and data savvy – with the best campaigns employing a mixture of both.
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.
]]>At this year’s festival, Twitter will spend a lot of time talking about the value of experiences, how it’s doubled down on live streaming and what it takes for brands to create a value exchange with the platform’s users, the company’s Director of Brand Strategy, Stacy Minero, explains in this interview with Beet.TV.
“We talk a lot about how you can creative feed-first content,” says Minero, who joined Twitter three years ago following stints on the buy-side at Mindshare and ZenithOptimedia. “Everybody’s talking about mobile-first and we’re focused on feed-first.”
Some of the best work done on the social platform by brands involves designing memorable experiences. “We know that consumers skip ads but they don’t skip experiences,” Minero says.
Foremost among these are brands becoming live broadcasters, the increased use of 360 video and harnessing the power of bots. One example she cites is when fast-feeder Wendy’s teamed up with Twitter during the NCAA final four playoffs, which enabled fans to create their own team brackets on the rails of Twitter, as ADWEEK reports. “It was a really interesting way to capitalize on that heat moment but to bring consumers into an experience that was more immersive,” Minero says.
The company’s feed-first approach is based on the knowledge that “people are more likely to scroll or to swipe than they are to stop on content.” Among its suggested best practices for brands are “having a bias to short form,” engineering the front end to create stopping power and adding captions to content.
To create a value exchange with users, brands need to understand their mindsets and motivations, but also their need states “so that you can either deliver entertainment or some type of utility.”
Twitter has “doubled down” on live streaming because while people are attracted by content, being part of the conversation keeps them engaged. It’s the result of the “first screen” and “second screen” melding together for shared experiences.
“There’s a lot of opportunities for brands to not only draft off of live streaming and be a part of it but to actually create their own live stream content,” says Minero.
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.
]]>Along with the continued explosion of live content streamed online, these are noteworthy trends to Emma Witkowski, Managing Director of global media and marketing services giant Mindshare, as she takes in the 2017 Digital Content NewFronts.
“We heard lot from publishers about producing longer-form content, TV and movie style content for online, as well as live TV online,” Witkowski says in this interview with Beet.TV.
This translates to “the concept of the beauty of TV with the brains of digital,” her reference to grey matter referring to better measurement of outcomes.
Like other attendees of the NewFronts, she hopes people come away from the multitude of presentations “inspired and educated” by experiencing lots of new content that’s being produced by “people they might not have originally thought was producing this great content.”
She thinks the NewFronts events do a great job of packaging content into a short time frame so that marketers can gain visibility into what’s happening in the marketplace. Among the topics she’s heard talked about are conversations that have made things like gender, race and sexual orientation top of mind.
These represent a double-edged sword for brands seeking to align themselves with such topics.
“I think brands need to be very, very careful with it because these conversations are very emotional conversations. The audience really has an emotional connection to them,” says Witkowski.
Brands that wish to align themselves with these subjects need to do so for the right reasons. “Not just jumping on the bandwagon to do it for the sake of doing it, but doing it in a really authentic way. Otherwise, it’s not going to be successful.”
This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.
]]>He believes there are caveats to be considered along the way. “I think there’s some pros and cons to that. The pro is they have a lot of data and a lot of resources to tap into,” Kinsella says in an interview with Beet.tv. “The cons is you kind of lock yourself into a certain system and as we’ve seen the pace of change in this industry, you can get caught up trying to protect your point of view.”
On the latter point, he says the catch is you can get locked in to certain sources of information and cannot take advantage of others that might be “potentially less expensive.”
This is not to suggest that Kinsella isn’t on board the data train. Indeed, Havas having combined creative, media and data together in each of its U.S. offices was one reason he joined from Mindshare, where he had been CEO.
“The talk within the industry is maybe heading in the wrong direction because everybody wants more, more, more and different versions of data,” Kinsella says. “When it gets to be too big it almost becomes uncontrollable and unusable.”
Havas tries to find “the small pieces of data” that will actually drive clients’ businesses. “I think data is still a big area that agencies are trying to sort out. How deep to go and how effective going deeper really means,” says Kinsella.
What’s not a matter of contention is the need to follow consumers whose television viewing habits have shifted to mobile devices. “Sight, sound and motion,” says Kinsella. “Nothing’s ever beaten it” for explaining what brands are about and how they can benefit consumers.
Again, there should be limits at play in chasing the video prize. “We don’t have to jump off a cliff,” Kinsella observes. He sees a balancing act concerning “how much viewability is really there, how much fraud is in the online ecosystem and how do we balance that with the power of video getting in front of the right person.”
As he looks ahead to CES 2017, Kinsella doesn’t share the apprehension of some people who feel it’s a tough time of year to have to travel to Las Vegas. Calling it the “modern version of the World’s Fair,” he says it’s a great way to start the new year with clients “in an incredibly creative environment.”
People don’t go to CES “to see things that are going to happen today,” Kinsella says. “You go there to see what potentially could happen in three years, five years.”
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.
]]>That is one of the key challenges occupying the minds of brands and their agencies these days. And it’s certainly one troubling GroupM unit Mindshare.
“One of the biggest challenges that we have today is that the way in which we measure the effectiveness of each of … touchpoints is very different across different types of video,” according to Mindshare’s programmatic marketing head in the U.K. Ruth Zohrer.
“What is important is to settle on a consistent set of metrics that we can use in a longer time continuum so we can start creating benchmarks for clients and start gauging whether the activity is successful … on a much broader set of KPIs.”
The usual suspects like comScore, Nielsen and many others are scrambling to bring together measurement metrics from a range of platforms in to a single, cross-media view.
That can show the numbers along the way, but Zohrer also wants consistency about the way campaign success is measured.
“It’s not so much about having the perfect tool,” she tells Beet.TV, in this video interview. “It’s about having agreement as to how you will gauge the success of a given type of content on a platform determined to drive a specific outcome.”
“That today is something that we haven’t come together as an industry on. One of the biggest things that we’re looking to encourage as an agency and as part of GroupM is to create that consistent set of metrics that we use to be able to gauge the return on investment that our clients have from different points of video.”
This interview was conducted at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.
]]>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.
]]>Mindshare has been one of the media agencies in the forefront of the transformation. While the agency employs a number of tools including programmatic, the aim now is around “automating intelligence,” explain Jordan Bitterman, Chief Strategy Officer of Mindshare NA.
In this video interview, he cites agency’s efforts to cull various sources and vendors into an integrated solution.
We interviewed him at 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.
]]>He speaks about new emerging units, including the ones from Teads which deliver advertising messages in the mobile content stream.
He also talks about the dramatic shift of programmatic media buying at Mindshare and the demands it presents on staffing.
We interviewed him last week at DMEXCO.
This video is part of a series from DMEXCO presented by Mediaocean. Please find additional videos from the series here.
]]>
“It’s almost rare these days to find brands who are not doing some kind of modeling approach,” says Rolf Olsen, chief data officer at Mindshare North America, in an interview with Beet.TV.
He notes that the price of attribution has come down considerably. There’s also been an explosion of attribution vendors, like Visual IQ and Adometry.
In the days when attribution was focused only on digital, it was “quite cost prohibitive,” Olsen says. But now there’s a considerable focus on understanding how TV marketing affects digital actions, like doing a search or visiting a website.
The explosion of data and the need to understand the broad spectrum of digital channels that consumers are spending time on has made the media planning process much more intricate, according to Olsen.
“You sort of need to be a data detective to sift through all that information to find those nuggets and create compelling media plans and stories for our clients,” he says.
This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C + Teletrax.
]]>The use of technology and media by “NGO” like organizations for public good was one of the most creative and important trends at Cannes Lions says Nick Emery, who headed the Cannes Media panel this year and is global CEO of Mindshare.
The winning media campaign was created by Y&R Instanbul for Vodaphone.
Beet.TV partnered with Teads at Cannes and sponsored this video, as part of this series.
]]>He says that Snapchat has proven its value to brands and publishers as a platform to generate real-time, dynamic content. As an example, he points to the collaboration with WPP and the Daily Mail to create a joint marketing enterprise.
We interviewed Johnston at the Mindshare party at Cannes Lions on Thursday evening.
This video was part of a series about video advertising sponsored by Teads. Please visit this page for more videos from the series.
]]>Mindshare is working with Under Armour on the Apple Watch, rolling out in retail stores this week, as an example. “The Apple Watch is about an experience, not an ad. It’s about location, context, wearables and sensors,” he says, in identifying the value of this new product. The fact that it comes from Apple will also help move the market for wearables, he adds. Initially, Malmad expects health and fitness marketers to be the pioneers in wearables but then predicts the opportunities will expand to other marketers.
At Cannes, Mindshare’s wearable tech unit will be conducting some research on wearables as it aims to learn and to teach clients how to leverage this new platform. Malmad it also is keen on the beacon marketplace as a way to reach consumers. Push notifications to wearable watches about rebates, for instance, are a means to grow the marketplace. Caution is important though. “We don’t want to overindulge,” he says.
We interviewed Malmad as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull. Please visit this page for additional segments.
]]>“With wearable tech, if we know your hydration levels maybe we could give you a promotion on a beverage. It could be health-related tips we promote. There is a vast landscape of things brands can do around this biometric data, but brands need to be highly sensitive since this is personal data,” he says.
E-commerce is another area that calls for greater exploration from brands. “We’ve done social. We’ve done search. We want to crack the Amazons and Wal-Marts of the world, so there is a lot of focus e-commerce. so we put the proper tactics and creative in those areas,” he says, adding that Mindshare is also studying physical commerce, beacon technology, show floors and the role media can play in the physical environment.
Programmatic buying will continue to grow, since it’s already like Pac-Man gobbling up media inventory, he says. Soon, two of every five online videos will be served programmatically, he says.
For more insight into new trends, the future and the global role of mobile phones, check out this video interview.
Johnston was interviewed for Beet.TV at Consumer Electronics Show. Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.
]]>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.
]]>They were interviewed by comScore co-counder and executive chairman emeritus Gian Fulgoni, at the Beet.TV leadership summit presented by the Jun Group. You can find more videos from the summit here.
]]>“There is an urban myth of organic reach, of something going viral,” Mindshare digital innovation and strategy MD Jim Cridlin says in this interview with Beet.TV. “If you’re not prepared to pay to put media support behind any content you’re creating, then there’s absolutely no reason to create that content.
“Social channels have either already changed or are becoming paid models – the idea of organic reach is non-existent. For years, particularly with Facebook, we told everybody it was about engagement. We counsel our clients now, ‘Stopping doing that’ – stop trying to acquire fans, try to focus on fewer, better pieces of content, all supported with paid media.
He was interviewed by Gian Fulgoni, co-counder and executive chairman emeritus of comScore at the Beet.TV leadership summit presented by the Jun Group. You can find more videos from the summit here.
]]>They were interviewed by Collective Digital Studio SVP Paul Kontonis at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
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