Here\u2019s a useful tip for anyone wanting to pitch something to Initiative\u2019s Amber Kozo: Try humor. It certainly worked for Meredith Corporation at the recently completed Digital Content NewFronts 2018.<\/p>\n
Meredith used its NewFronts<\/a> presentation to announce additions to its over-the-top PeopleTV service, including \u201cChatter,\u201d a live talk show hosted by actress Rosie Diaz that will appear on both PeopleTV and Twitter. Meredith also debuted<\/a> \u201cSearch History,\u201d a comedy in which Michelle Collins \u201cdigs deep and peruses through the phones of unsuspecting, shocked bystanders.\u201d<\/p>\n In this interview with Beet.TV, Kozo, who is in addition to being Manager, Digital Partnerships, at Initiative is a self-professed comedy lover, reacts to Meredith\u2019s latest efforts \u201cas a marketer who has seen everything being pitched to me that\u2019s under the sun.\u201d She also discusses the benefits and pitfalls for brands that engage in live content.<\/p>\n \u201cI definitely thought Meredith did a great job with who they brought on to represent and to showcase the programs and the live feeds that they\u2019re doing,\u201d Kozo<\/a> says. \u201cI mean, clearly it worked. Everyone in the room was laughing and was enjoying what they were engaging with.<\/p>\n \u201cI know I\u2019m going to start looking at People now and Chatter. I don\u2019t even, like, really use Twitter and I\u2019m like, \u2018I should get back on Twitter.\u2019 I just want to follow this program because it\u2019s funny and it\u2019s light, but it\u2019s also doing a good job of connecting with their consumers,\u201d she adds.<\/p>\n Kozo thinks live content is \u201ca great opportunity\u201d but cautions that brands \u201cneed to have a lot of trust in who you\u2019re aligning with, especially since it\u2019s typically fairly unscripted. You can\u2019t plan for how things are going to go and you can\u2019t really take back your message after it\u2019s been shown.\u201d<\/p>\n More to the point, live content entails advertisers giving up a large degree of control, \u201cwhich I think is really tough for marketers to do.\u201d<\/p>\n Nonetheless, she thinks live is a great opportunity.<\/p>\n \u201cI think it\u2019s when people are most leaned in. People want stuff right away. They want to be cutting edge. People are always connected and they just want to be at the forefront of whatever\u2019s happening.\u201d<\/p>\n