“Cookies”, small files on devices which contain client-side information about users which sites can access, were already facing a challenge from the way that modern consumers now use digital media – which is to say, via a multitude of devices.
And new moves are rendering the cookie toothless:
“Today as it stands in the United States, only 44% of all impressions have cookies associated with them, which means that well over half of them do not,” says Jim Daily, the North America CEO for Teads, an ad-tech firm whose software allows publishers to insert video ads in text material.
“What that means is no cookie-based targeting optimizations, no multi-touch attribution, no frequency capping.
“There needs to be a change in how we’re targeting as an industry.”
Daily spotlights two of the candidates to replace cookies as vital targeting technology…
“We can target at the household level based on the authenticated IP address and see what type of programmes (people) are watching and target a specific programmer to those households that might be heavy consumers of a competitive product. And then we can track on the back if they actually tuned it or not.”
“Our AI has been, I’m seeing every ad impression we’re delivering associating the brand and that impression to the context of the article in which it’s being delivered and determining which content performs best for what type of advertisers.”
]]>This is because the musically inclined Goldin considers conductors to be “not people who just orchestrate and coordinate,” she explains in this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity.
“Their job is to envision a piece of music and bring it to life in a way that it’s never been heard before,” Goldin says. “They are standing in front of a very big orchestra. But you also have to understand how to bring people together, so it’s a huge leadership job. At the same time, you also are delivering to the audience behind, which is in our situation the consumer.”
It’s Goldin’s deep belief that marketing “sits at the crossroads of arts and science and the heart of the right and left brain.” She considers marketing to be “even more essential now than ever before to actually enable the business to achieve growth through real understanding of consumers, audiences and creating very strong value.”
When she talks about her “really big team,” Goldin notes that many don’t have marketing in their title. “But in some ways, I also feel that they all contribute to that same sort of cause, let’s say.”
Asked by interviewer Joanna O’Connell, who is VP and Principal Analyst at Forrester Research, how she goes about recruitment, Goldin says it’s first paramount to define not just the role of marketing overall but within a specific organization.
“In my organization we have product design, we have a creative agency, we have brand insights, we have content developers, we have long-form content developers, we have digital platform owners.”
When you add all of those roles together, their commonality is safeguard brands and franchises, according to Goldin.
“I think it’s absolutely essential to talk to them about the role that they play because in my view they are uber conductors of the symphony that is around each one of the big themes or products or innovations that we move forward with.”
Great marketers need to understand the entire value chain. “They understand how everything happens to actually create a product or create a campaign all the way through to how it flows into the stores, into consumers hands and ultimately reaches a child and hopefully delights and surprises them.”
You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos from our series, visit this page. Please find all our coverage from Cannes 2019 right here.
]]>The Association of National Advertisers and the Cannes Lions Festival started the CMO Growth Council to reinforce and elevate the role of marketing in the C-Suite and corporate boardroom. In this interview with Beet.TV, Hatch gives her vision of what’s been accomplished so far and what lies ahead.
“I think what we’re recognizing is that we’ve broken marketing apart into different components that all need their focus and we need to get down to business and actually make change and action happen,” Hatch says. “A lot of that is foundational, but what does it really ladder up to?”
The answer is a common recognition within the Council that while marketing must drive businesses, it’s also paramount for brands to drive good.
“And so there’s a higher purpose in all of the work that we’re doing together, which is really unleashing the true power of brands today in the world and ultimately helping to impact all of humanity in a way that is incredibly important.”
Whether it’s social responsibility or environmental sustainability, “the roles that these companies that we’re in are playing in the world today has changed and we have to respond to that and use the power of brand to make that a reality,” Hatch adds.
Asked by interviewer Joanna O’Connell, VP and Principal Analyst at Forrester Research, what lies ahead for the Council, Hatch says the power of brands lies in their ability to influence people.
“We’re seeing that our purpose conversations are getting bigger than any individual brand,” Hatch explains. “We’re starting to see partnership happen. We’re starting to see brands say ‘what can we do about climate change? What can we do about issues that affect all of us in a way that’s larger than just your brand purpose but it’s about human purpose?’”
She believes that the communications industry, working together, can wield more influence than any single company or government.
“We have a lot of influence and I think we’re all really recognizing by the simple act of organizing, we’ve gotten together. That’s what the Council is. We brought everybody together and magic happens. It will continue to happen and the conversation is expanding.”
How does Deloitte itself benefit from its participation in the Council?
“For our company, what we’re able to do is actually benefit not only from the learnings of other CMO’s, of other brands, we’re all working towards common vision in many ways.”
You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos from our series, visit this page. Please find all our coverage from Cannes 2019 right here.
]]>The CMO Growth Council has been asking the same questions about marketing since its inception at last year’s Cannes event. As a participant in that collaborative initiative, Goldin is looking forward to helping produce “tangible actions” that will benefit individual companies and marketers at large.
“I feel that marketing got sidelined over the last couple of decades and also became somewhat misunderstood and maybe narrowed in terms of what it is all about,” Goldin says.
Among the outcomes from the work of the CMO Growth Council that Goldin expects to see is to create “much more excitement around this industry,” which in turn will help in recruiting talent. “I think it’s going to open up a lot of opportunities for people who are already in marketing but also for the generations of the future.”
The Council “sharpens up” all participants within their respective organizations and collectively, according to Goldin. “I think overall it’s going to create the kind of movement that we need that is going to be much more cohesive and consistent versus everybody kind of doing their own thing.”
Asked by interviewer Joanna O’Connell, who is VP and Principal Analyst at Forrester Research, about specific areas of focus, Goldin cites the role of marketing and how it’s positioned as a profession. This includes education, training and development capabilities.
“What I think our generation of marketers wasn’t super prepared for is the rapid speed of innovation and change coming so fast and being able to learn on the job,” she says. “I think that’s a requirement. We need evolution.”
Embracing change is not only about learning but about how to be adaptive, given the multitude of changes still to come.
“We need to be adaptive to the environment in which we live and now we live in an environment where change is very rapid. Very soon they’ll be talking about AI, they’ll be talking about voice, and very soon they’ll also talking about regulation. Just like we’re seeing right now the importance of privacy and data protection.
“That will all happen and we need to be prepared for that and ultimately we should be driving the right changes. We should also be the ones to protect consumers, not just protect brands.”
How has LEGO benefited from the CMO Growth Council? “For me it’s super interesting to hear what other people are doing,” Goldin says. “It’s much easier to get closer together when you’re aligned against a goal and an issue that is really of value and interest to you and you’re passionate about because it matters to you, it matters to your organization.”
You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos from our series, visit this page. Please find all our coverage from Cannes 2019 right here.
]]>“When you see brands lead their creative with a purpose, I think people realize that brands stand for something greater than just the bottom line. That’s getting us noticed in a slightly different way,” Hammer adds in this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity.
Behind the scenes, IBM is sensitive to the reality that because people build algorithms, the end product could very well contain bias. “So what we’re doing is building models to evaluate the models that AI has, to make sure that there’s no bias within them and constantly check the technology we use in order to make decisions.”
Hammer believes that maintaining the public’s trust is one reason why the company has survived for more than a century. “Think of how we change what we sell every ten years. So we don’t sell products, we’re selling trust and a relationship. We help clients get from here to there.”
Blockchain technology is another tool in the pursuit of transparency, particularly among business partners, according to Hammer. One example is the amount of money on a digital media buy that used to end up in the pockets of technology middlemen but now more is ending up with publishers.
“A blockchain built with a network of partners can help deliver that,” Hammer says. It goes beyond the technology itself to “also having the players who are ethical and have the right DNA in their core to participate in a blockchain. You have to bring the right players to the purview, you provide that transparency and openness, and people tend to act in a way that’s better for the collective.”
A recent initiative by IBM called B Equal, which promotes gender equality in business leadership, isn’t just a campaign because “it has to be about the way we work and the things we do, and I believe that’s what you’re seeing in the brands here as part of the ANA and CMO Growth Council.”
Formed a year ago at Cannes, the Council represents “a diverse group of people” that is producing initiatives that are “not just words but they actually have action behind them, and I believe that’s the next step in this initiative. We’re aligning on some pillars, we’re aligning on our missions and our outcomes, and now we’re putting the actions in place and saying ‘let’s go make this happen.’”
You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos from our series, visit this page. Please find all our coverage from Cannes 2019 right here.
]]>As a member of the “Group of 25” under the aegis of the CMO Growth Council, Lau is hoping to create “congregations of marketing organizations” to restablish the importance of marketing, he explains in this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity.
“The conundrums of the marketing fraternities that we’re facing today largely has to do with some of us have kind of deviated from the very first mandate or mission of being a great marketer,” says Lau. “Marketing in the past used to be a very, very highly regarded profession that brings great values to society.”
Lau, who is Tencent’s SEVP, Chairman of Group Marketing & Global Branding, gave a presentation at Cannes to introduce “Tech for Good” as an integral part of Tencent’s new vision and mission. His speech outlined how Tencent ignites the goodness in individuals to build a “universally accessible” digital community that addresses the challenges to individual empowerment, community, society and the planet.
One example is the Tencent Foundation, which engages individuals in charitable causes such as monthly donations, bundled charitable programs and daily step challenges and has become the world’s largest online platform for public charitable donations.
One of the goals of the CMO Growth Council at Cannes was to figure out how to turn the passion displayed by its participants in meetings over the past year into concrete action. “It has to move beyond passionate individuals…into an organizational-led movement,” says Lau. “The real thing is not about hastily coming out with solutions, it’s really about being honest to ourselves.”
Asked by interviewer Joanna O’Connell, who is VP and Principal Analyst at Forrester Research, whether marketers face a challenge of process or people, Lau points to the latter.
“Everything leads back to people, because people create process,” he says. In seeking to create a “global center of excellence for innovations and creativity,” the Council must “let information flow, let people really cultivate a life-long learning experience” as opposed to seeking quick fixes.
So how has a company as powerful as Tencent benefitted from its participation in the CMO Growth Council? “Immensely,” Lau says, adding that the company is “very privileged and fortunate to be among the McDonald’s the Googles the IBM’s of the world. But then we must remember that we’re only 20 years old.
“There is also a strong ambition, there’s a strong dream, to share with the world what we thought have made us from good to great, from China, from Tencent, from the so-called first mobile-first land of the world.”
You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos from our series, visit this page. Please find all our coverage from Cannes 2019 right here.
]]>“Everybody needs to grow. Everybody wants to grow. But if you read lots of reports, growth is substandard, is suboptimum,” Liodice says in this interview with Beet.TV at the 2019 Cannes Lions confab.
Before joining forces with Cannes, the ANA’s Master’s Circle had already started to develop the Alliance for Inclusive and Multicultural Marketing and #SeeHer, whose goal is to improve gender equality.
The three priorities that have emerged since then involve “reinventing the academic curriculum and marking students understand what the marketer career can be”; upskilling and reskilling “because most marketers don’t have the skills to compete in this world”; and how to build a better CMO.
“How do you build a CMO that understands the wide span of responsibilities and understands what is necessary to develop their respective organizations?” is the way Liodice explains it. “It’s a very, very complex job and no two CMO’s are alike. They’re like fingerprints.”
Asked by interviewer Joanna O’Connell, VP and Principal Analyst at Forrester Research, how to balance “taking back responsibility as a marketer with the role of your partner ecosystem,” Liodice cites the wave of change that has swept the marketing world.
“It starts with a stake in the ground that says it’s the marketer’s agenda, it’s the marketer’s money,” he says. “And when the marketers win everybody wins. Because you generate more resources that can be distributed to the agencies, media publishers, consultants etc.”
Liodice believes that in recent years, that vision had been lost “or at least it had been muted and in some cases almost disintegrated. I’d say over the past decade, that model had changed as the Googles and the Facebooks and the agencies all changed and totally disrupted what the ecosystem looked like.
“The marketers became almost paralyzed, did not necessarily understand how to react as they were dealing in an increasingly non transparent world. And in that non transparency, their ability to navigate and make the ultimate business decisions to build their brands and businesses was frittered away.”
As Liodice was being interviewed, the CMO Growth Council was in the process of figuring out how to prioritize “four big buckets” consisting of data, technology and measurement; brand innovation, creativity and experience; and talent, society and sustainability, which includes equality diversity brand purpose.
You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos from our series, visit this page. Please find all our coverage from Cannes 2019 right here.
]]>Over the last few years of media evolution, many brands have moved in to new formats by simply re-using their old creative.
That doesn’t cut it, says Jim Daily, Teads president, in this video interview with Beet.TV.
The executive’s company is best known as the company which brought you out-stream, the video advertising format which serves auto-playing video advertising between text paragraphs in news stories.
But Teads also launched Teads Studio, a software suite built on Teads’ acquisition of Brainient, which allows ad agencies to create richer and more interactive ad experiences using the same raw campaign materials.
“The mobile video ecosystem has been a bit broken, frankly, since it’s inception,” Daily says.
“And it’s been broken because people have been taking standard 15 and 30 second television assets and distributing them to a mobile audience.
“The anticipation of the consumer of getting more of a personalized, intimate experience on their mobile phone, is much higher than on television.”
Daily thinks the ad industry is overdue a lurch back to creativity.
“Over the last six or seven years, there’s been a huge increase in programmatic activity across our industry,” he says. “There’s been a huge increase in terms of data-driven marketing across our industry.
“But somewhere in there, we lost a bit of feel for the consumer and engaging the consumer with sensational creative. We can deliver really strong, unique, creative experiences to the consumer.”
If similar chatter at this year’s Cannes Lions ad industry gathering is anything to go by, it may actually come to pass.
You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos form our series, visit this page. Please find all our coverage from Cannes 2019, right here.
]]>But Teads doesn’t want to be a one-trick pony.
In this video interview with Beet.TV, Jim Daily, Teads president, explains how the vendor is branching out from out-stream.
“That’s what people have known us for traditionally,” Daily says. “But now we’re starting to serve significantly more types of ad formats into that ad slot outside of video.”
Daily explains Teads Studio, a software suite built on Teads’ acquisition of Brainient, is enabling display ads with interactivity and animations.
“(It) takes standard assets and makes a much more immersive and interactive experience with those assets,” he says. “A brand will send us a repurposed TV spot and an asset pack.
“Our engineers and developers and creative strategists will then take that, make beautiful interactive overlays and cards. Something as simple as that, to doing very advanced AR executions that we syndicate out to our publisher platform.
“It utilizes animated and .gif technology to create a more engaging user experience that, when somebody scrolls, there’s animation within the ad format. When somebody moves the phone, there’s a rotation effect in interactivity with this display format. So basically taking all of the interesting innovations that we accomplished in video and moving it to display.”
In fact, Daily says more than half of all ad impressions served by Teads are interactive ads.
The company also offers Teads True Visits, a performance ad system in which advertisers only pay when they receive a web visitor that had not already visited within the previous 30 days.
]]>“Luckily, our club in Vieques was directly affected but was not directly impacted. So we were able to reopen our club really fast,” says Olga Ramos, President of Boys & Girls Club Puerto Rico. “Our Vieques community is a small community and it’s committed. And our Boys & Girls Club has become kind of the community center for the Vieques people.”
The Club has been handling everything from assisting the Federal Emergency Management Agency to provide Housing & Urban Development meals, Ramos explains in this interview with Beet.TV.
“Basically our club is where all of the NGO’s are coming together to provide relief efforts and help to the island. Besides our educational program, we’re doing everything we can do to make sure that the community bounces back to normal.”
Located eight miles east of the Puerto Rican mainland, Vieques relies on its own water sources, which were shut down by Hurricane Maria. So finding replacement supplies has been at the forefront of most relief efforts.
“Last week, we were awarded by the Banco Popular Foundation a desalination plant that we’re going to be taking to Vieques next Monday,” Ramos says. “As well, we were able to get a community water tank that would allow us to provide water to the community, either filtered rain water or pond water and make sure that we provide safe water for our kids.
“Looking into the medium term, we’re partnering with other institutions to make sure that we provide a sustainable system where Vieques people can get purified water for drinking.”
On Sept. 20, when Hurricane Maria struck Puerto Rico, the group ViequesLove was formed to provide assistance to the island. As of Nov. 9, the group had raised $879,420 from 7,122 donors via its GoFundMe website.
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>“Vieques is almost an indescribable place for most people. If you haven’t been there, if you haven’t lived there, it’s hard to understand it,” says Stephen Mueller, a Principal of the aid group ViequesLove who called the island home for three years. “There is something about the island, the community, the people there that’s just very different than what most of us have experienced.”
Since ViequesLove was formed the night that Maria struck Puerto Rico, it’s been juggling all manner of requests for assistance.
“We’ve gotten a lot of very interesting asks,” Mueller says in this interview with Beet.TV. “The most recent one that we did is we successfully got two radiators down there specific to the generators for water sanitation,” a route that stretched from Atlanta to Miami to the Puerto Rico mainland to Vieques.
“We’ve been lucky that we’ve been able to use private planes to get things down there,” Mueller adds. “There are a lot of moving pieces. It takes a lot of organization and creativity.”
Having been a resident and owned a business on Vieques, Mueller is well versed in the day in and day out milieu.
“Something as simple as going to the postal box requires about 30 minutes of your time, because inevitably you’re going to meet plenty of people that you know, and you all stop and chat, ask how their day’s going. It’s this huge sense of community and involvement.
“For the three years that we lived there, it was probably one of the best times of our lives and probably one of the few places that have truly felt like home.”
As of Nov. 6, ViequesLove had raised $873,696 from 7,084 donors via its GoFundMe website.
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>It was done “with the intent of raising thirty thousand or forty thousand dollars,” says Roush, who is Principal at ViequesLove. As of Nov. 6, the group had raised $873,696 from 7,084 donors via its GoFundMe website.
In this interview with Beet.TV, Roush recounts how it was clear from the start that the island’s infrastructure would be ravaged and that residents would be displaced in large numbers. But the day after ViequesLove was created, there was no word of government aid coming to the island.
“I think that in all of our original discussions that had never even been a remote possibility,” Roush says. “The worst-case scenario would be five days. That’s what it was with Katrina and that was the worst FEMA response to date.”
As the fifth day approached, it became apparent that nothing was happening.
“So we spoke with a few people, all via Facebook, and found out that Robert Becker was going down to the island pretty much any way he could get down there,” Roush says, referencing the veteran Democratic political campaign manager.
Efforts to find a boat to ferry Becker to Vieques came up short due to port conditions. “So we immediately shifted to finding a plane. And we found a plane. And we found a pilot who was willing to take this on. To our knowledge, we were only the second group to have gotten a plane onto the ground on Vieques after the storm.”
It all came together “because people worked together. I think that speaks very much to the kind of people that move to Vieques or live on Vieques and the way that they just are,” says Roush.
She’s now sure what the future holds for ViequesLove. “But we know that for as long as we have the support of the community and we have the funding, we want to be there to serve the people of Vieques,” she adds. “That might be schools, it might be rebuilding projects. We don’t know. We’re going to continue to take it day by day for now.”
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>“Three hurricanes, the California fires, we helped with the shooting in Las Vegas and we also assisted the Mexican Red Cross with the earthquake. We can’t do it without the help of volunteers and people who are ready to deploy at the time of need,” says Meinhofer.
In this interview with Beet.TV, Meinhofer welcomes additional volunteer manpower, but she stresses that preparation for any man-made or natural crisis requires advance preparation.
“There’s a need anywhere that there is a Red Cross chapter. This is the time for people to go to their local chapter, get training, get registered.”
When it comes to hurricanes, this has probably been the worst season the Red Cross has ever seen, according to Meinhofer.
“We heard about Irma and Maria coming right when we were working Hurricane Harvey,” Meinhofer says. “So as we are attending to two other hurricanes, Puerto Rico is also getting ready for the hit of Maria.”
In the U.S., the Red Cross manages some of the shelters that open when crises occur. “Puerto Rico is in charge of managing. So we support the government in whatever it is that they need to support the people from the island.”
To date, more than 500 Red Cross staff and volunteers have visited all 78 of the municipalities in Puerto Rico, according to Meinhofer, distributing food, water, Pampers and other supplies. “They come from anywhere. We have people from Alaska, we have people from Michigan.”
One of the group’s most important services has been “reunifying” people who are separated from their families because the power grid has been immobilized. The Red Cross uses satellites to reconnect them via their cell phones, regardless of whether family members are on Puerto Rico or elsewhere.
Acknowledging that the impact of Hurricane Maria on Puerto Rico will be long-lasting, Meinhofer encourages the involvement of new Red Cross volunteers. “We can’t do it without the help of volunteers and people who are ready to deploy at the time of need,” she says.
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>Before Maria, 90% of the group’s participants—mainly youths ages six to 18—were below the poverty level on the island, according to President Olga Ramos.
“When you look at that, our participants are lacking the main resources and opportunities that other kids on the island or outside of the island have,” Ramos says in this interview with Beet.TV.
While Boys & Girls Club Puerto Rico mainly provides educational services, after the hurricane hit “we saw the need and knew that we had to do some things differently,” Ramos adds.
So the organization converted its centers to community centers to provide food, water, shelter and other primary needs.
“Right now because of the storm, most of our schools are closed. The ones that are open are providing immediate services. Breakfast and lunch and some sort of educational support,” she says.
Phase one of the group’s post-hurricane is to provide limited services from 1 p.m. to 5 p.m., owing to the lack of electricity. “Our second phase will be to expand from eight to six so we can pretty much provide parents relief and they can go back to work while we take care of their kids with educational support.”
Ramos cites a financial gap of $8 million, $5 million of which is to continue providing whatever services the organization can and continue to pay employees. The other $3 million would be earmarked for an expansion of services—mostly meals and educational assistance. Some $2.5 million of the $8 million has been collected to date.
“Any contribution that we can get from private donors will be used toward our mission, which is to develop our kids and youths to their full potential,” Ramos says.
Boys & Girls Club Puerto Rico’s longer-term aim is to narrow the gap between its beneficiaries and youths whose families are better off financially.
“We are diversifying our offer so we are able to cater to what the island economy’s needs are, which are in tourism, health and technology and science.”
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>MIAMI – There are only so many first responders in a particular city or an entire country to deal with natural disasters like Hurricane Maria in Puerto Rico. This is where groups like Team Rubicon, an organization of military veterans, play a key role.
Brands that partner with Team Rubicon and other volunteer groups via sponsorships, donations or providing “boots on the ground” in disaster areas are “not just selling a product. You’re creating an aura about your brand and helping bring that to light in a very human way,” says Joe Rockhill, VP, Integrated Sales & Marketing, Fox Networks Group.
In this interview with Beet.TV, Rockhill explains how Fox wants to foster greater integrations between brand marketers and relief groups by creating a “groundbreaking docuseries” of original programming highlighting the activities of Team Rubicon. Following the interview with Rockhill, Team Rubicon Operations Section Leader Michael Lloyd provides a ground-level report on the group’s relief efforts to date in Isabella, a municipality in the northwest region of Puerto Rico.
Led by award-winning director Keif Davidson, Fox’s series about Team Rubicon will appear on Fox Broadcasting, FX, Fox Sports and National Geographic and will “live in culturally relevant programming and time periods,” such as The Long Road Home on National Geographic, Veteran’s Day initiatives and takeovers on FX, as well as programming like the Daytona 500, The World Series, Thanksgiving and Christmas on Fox Sports.
“Ultimately, the idea is that it would culminate in a 90-minute documentary that would live on our portfolio and air around Memorial Day of next year,” Rockhill says.
Fox is meeting with brands to see how they can “come on board and help tell the story of the men and women that are part of Team Rubicon, the heroes that are helping to rebuild these communities,” Rockhill says. “We want to understand what the initiatives are that our partners have and then find that alignment with what we’re doing with Team Rubicon so we can integrate them appropriately.”
Team Rubicon’s Lloyd relates how the organization has had a presence in Isabella for more than a month, providing medical care, clearing debris and helping to facilitate the availability of drinking water.
“Our medical teams have seen hundreds of patients,” Lloyd recounts. “In some cases just providing some mental health care as well.
“I think where our passion comes from is we’ve had a good opportunity to get to know the people and really experience what they’re going through on a personal level. The devastation on the island is complete. It’s an austere environment. It’s been one of the most gratifying Team Rubicon experiences that I’ve ever had.”
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>Whilst the ad-tech vendor famously allowed publishers to place video ads between text paragraphs, it now also wants to allow them to place display ads in the same space..
“We own the space between paragraphs, and we’ve been using that space to deliver video, and we’ve been very successful at it,” says Teads’ Latin America SVP Eric Tourtel, in this video interview with Beet.TV. “So we thought, ‘Why don’t we try to also fill it with display?’
“Right now, we are bringing (clients) video budgets. We would love to bring them display budgets now.”
If that sounds like winding the clock back to a more conventional format, well, maybe – but Teads doesn’t just want to slap up standard static inventory.
The company wants to use features from Brainient, the firm it acquired in September 2016, to make those spots interactive.
Brainient lets advertisers assemble interactive ad units from the multiple distinct creative assets supplied by creative agencies. And Tourtel thinks those pieces add up to more ad engagement.
“We grew so much because we’ve been delivering viewable-only ads, and we’re going to do the same with viewable-only display ad,” Tourtel adds.
He says Teads will guarantee that the ads sold will be viewable for three or five seconds, compared with the mere 9% of industry-wide impressions that he says are viewable for more than a second.
“I’m going to build a display format that is going to be engaging,” he says. “And by doing that, we are going to get this viewability that we don’t usually get in display.”
Is winter coming for auto-playing video? Browser makers have announced a clamp-down on the format which has fuelled much video ad spending in the last two years. With this strategy, Teads may be hoping to put another horse in the format race.
All of these ads are designed to be in-view whilst users are reading the stories around them. Tourtel is hoping the ability to interact with a new-style display ad is what will entice them to click.
Note: This interview took place at the Festival of Media/LATAM this week in Miami. Beet.TV was on location to tape our series STAND WITH PUERTO RICO. Teads is one of the founding partners of the project and we are grateful.
]]>In the wake of Hurricane Maria in Puerto Rico, for the media industry “It’s going backwards, 25 years ago. You have to take your car and visit your clients, you have to do radio, probably billboards and basics to communicate,” says Andres Claudio, GM of Omnicom’s Hearts & Science agency on the island. “Life is before Maria and after Maria.”
Freddie Hernandez, who runs P&G’s operations in Puerto Rico, is already looking beyond relief to reconstruction—rebuilding infrastructure while convincing companies to invest there for the future. “We will recover from this. We will impact the communities and we will get to a better position,” he says.
Beet.TV interviewed Claudio at this week’s Festival of Media/LATAM conference, where the STAND WITH PUERTO RICO: The Industry Steps Up initiative was launched. His interview is followed by a segment with Hernandez that was produced by P&G in Puerto Rico where one of the company’s mobile Ace detergent units was operating.
“This is a time that companies have to show their commitment to the island and the community with their brands,” says Claudio. “Besides advertising, this is the perfect moment for companies to get connected to the people with their realities and needs.”
On Puerto Rico, brands don’t have to look very far to identify with causes and be “relevant” to the situation, according to Claudio. “Once the brand understands there is a need in the market, you can relate your brand to that particular need. It gets a connection that people will love and people will acknowledge that you are doing something right for them.”
After thanking the organizers of the Festival of Media/LATAM for hosting and supporting the STAND WITH PUERTO RICO initiative, Hernandez explained that the relief mode is still under way and that sometimes, the basic necessities aren’t so obvious.
“We take things for granted. We never thought that just having your laundry done was so important to people. It’s overwhelming to see how people are reacting to this effort,” says Hernandez.
As relief progresses to recovery, reconstruction will follow, posing more challenges that will require widespread participation and support. “The donations that we’re getting and the support that we’re getting is fantastic but it’s not going to last a lot,” Hernandez explains. “We need companies to look at Puerto Rico once again as a place to invest, as a place to bring their best talent to grow our economy, to leverage the talent that we have on this beautiful island, to help us and together bring this island to the future.”
Claudio is realistic and optimistic looking forward. “It’s not easy but you can do it and make it happen. This is a time that companies have to show the commitment to the island and the community with their brands,” he says.
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>“Brands belong to society and are part of society,” Julian Porras says following the launch of STAND WITH PUERTO RICO, an new initiative to generate awareness and provide support to storm victims.
“The first priority always is to make sure that our people are doing okay and their families are doing okay,” Porras says of the disasters’ aftermath in this interview with Beet.TV. “Our clients and other partners of the community and industry. Luckily no one was harmed, but certainly the impact of those natural disasters have slowed down business.”
In Puerto Rico, six weeks after Hurricane Maria, “it’s just simply been a hardship not only for business but just day to day getting to your routine, getting to your family, getting to your friends. It’s just been tough going.”
Asked what the advertising and media community and its clients should be doing to help storm victims, Porras cites creating awareness and helping to keep the devastating living conditions in Puerto Rico front and center.
“In the news cycle that we live in, news comes and goes very fast and we forget about things. We want to make sure that folks are aware of what’s happening and how the industry can contribute both on the media side, on the agency side and on the client side.”
Launched at this week’s Festival of Media/LATAM conference, STAND WITH PUERTO RICO is joint effort by Omnicom Media Group and Beet.TV, with AT&T AdWorks and Teads as Founding Sponsors. Its goals are:
• Brief the industry on the immediate and long-term needs of the island
• Match media, creative agencies and marketers with NGOs
• Brainstorm creative solutions using technology, social media and traditional media
• Enlist volunteers to accompany relief groups to Puerto Rico
• Build key partnerships to make this effort ongoing
“It’s not something that’s kind of the flavor of the month,” Porras says of brand marketers stepping up to help provide humanitarian aid. “It’s what companies stand for and they simply just go ahead and do it. They do the right thing for the community, for their employees and for the markets and communities where they make business.”
Stand With Puerto, The Industry Steps Up
By and large, those ads run on publisher sites. But Teads, one of several vendors behind the technology that supports outstream, doesn’t want to stop there.
It has been working to spread the format on to the big new mobile content standards being rolled out by two tech giants.
“We’ve been working with them as the native video or outstrip partner at the forefront of trying to create a better mobile experience,” Teads north America Jim Daily tells Beet.TV in this video interview:
Google’s Accelerated Mobile Pages standard aims to slim down bloated web pages – one cause of consumer frustration that drives ad blocking – whilst Facebook’s Instant Articles does the same but keeps the content in a Facebook walled garden.
]]>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.
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Tilds’ four tips for keeping up are to be a student of technology; to maintain a consistent framework for learning about new technologies; to understand what you already have so you know what you need; and to create space.
A good example of this, Tilds says, is Snapchat’s billboard over the Palais, which could hardly be missed by this year’s festival-goers.
Last year, Snapchat had one business development person at Cannes, Tilds says.
“Being in the right place, making space, having conversations, being open to conversations, knowing what you have and know what you’re looking for helps you[…] Knowing how to find the right clients who are ready in your organization to take advantage of those things gets you to the place where it’s not a surprise [Snapchat] is on the billboard of the Palais because you were there at the first moment.”
We interviewed Tilds at the Cannes Lions Festival as part of a series on video advertising presented by Teads. Please visit this page for more videos from the series.
]]>Now, it seems, some customers are getting confused about which viewability trackers are right.
“As viewability becomes more and more a transitionary element of how people are buying media, one of the most important things is going to be a unified measurement structure,” according to auto-playing video ad tech company Teads’ USA president Jim Daily, in this video interview with Beet.TV.
“You have some fantastic companies out there, that we work with quite a bit, that are tracking viewability. Sometimes, we’ll see that, for the same impression on the same publisher, these three companies have very different results.
“The faster we can get to a point that everybody can have the exact same standards, the standard we can get to truncating on viewable impressions.”
Daily is echoing the views even of IAB US CEO Randall Rothenberg, who told Beet.TV in April: “There are 17 accredited viewability vendors in the field and at least a dozen more in the pipeline to be accredited by the MRC. This proliferation of vendors has been an utter obstacle, they’ve just confused everybody.”
Beet.TV partnered with Teads for events on the yacht and sponsored this series of videos.
]]>“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.
]]>Better ads are important because currently upwards of 70% of pre-roll ads are never seen since viewers tune them out, he tells us. To combat this issue, Teads has aimed to innovate with new video formats, including one it calls a “view to play” ad that’s inserted into editorial content with publishers and invites viewers to play the ad. “We all hate to watch ads that are not interesting for us and we are trained to avoid those ads,” he says. This new format is more of a “suggestion” to the viewer to watch the ad. “The business model is aligned with the user experience and we only charge brands and agencies for videos that are completely viewed,” Chappaz says.
Teads is also focused on mobile video ads and is offering new tools in this area. “This is an extremely promising area to increase the monetization of mobile,” he says.
We sat down with Chappaz at the Cannes Lions Festival aboard the Teads yacht.
Beet partnered with Teads for events on the yacht and sponsored this series of videos from the Festival.
]]>Consumers are engaging with video on nearly every platform and service across most digital devices, he says. From Vine to Instagram to YouTube to Facebook, they are participating and engaging in video in new ways.
As this video landscape changes, brands need to stay abreast of new technologies. “Brands need to try and to test. It can’t just be putting their copy on TV, but shorter online. They need to be their own publishers,” he said. Content production is important especially as consumption barrels in new directions. As an example, Delport points to South Korea, which isn’t a “mobile first” culture now, but more of a “mobile-only” one with 85% smartphone penetration. Also, in China recently, a documentary about smog pollution was seen millions of times via an app, he says. These underscore the worldwide shifts.
Marketers need to be aware of how quickly habits are changing and how new technologies in mobile and video are driving disruption, he adds.
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.
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