iMedia at Ad Week: Tim Armstrong and the IAB join forces to bring diversity to the industry

Posted by Jennifer Marlo in Opinions on October 3rd, 2015 at 1:38 pm

There’s been a lot of buzz about diversifying the workforce as of late. Smart folks that specialize in recruiting and training talent are looking for employees that come from different walks of life and can infuse new ideas and creativity into their respective companies. More HR titles like "Chief Diversity Officer" are popping up as organizations have come to embrace the notion that a string workforce is a diverse one.  In fact – shameless plug here – you can see Sandra Sims-Williams, Chief Diversity Officer, Publicis Groupe speak on this very subject at the iMedia Agency Summit in December.

Tim Armstrong, CEO, AOL emphasized the need for this corporate cultural shift when he spoke at the IAB MIXX this past week. "We need to disrupt," said Armstrong. "If you’re going to change the business, you’re going to have to change everything." This includes comp systems, goals, and talent.

To support these changes, IAB's President and CEO, Randall Rothenberg announced the launch of a new non-profit called "The Education Foundation," which is devoted to the improvement of the talent pool and will be headed up by Tim Armstrong. “The organization will bring training and new employment opportunities to under served constituents,” said...

Location As A Context Filter

Posted by Tom Edwards in Emerging Platforms on October 2nd, 2015 at 7:38 am

I recently participated in a panel for Mobile Media Summit in NYC as a part of advertising week. The discussion was primarily focused on all facets of geo-location as well as a deep dive into the role beacons can play to connect with consumers in real-time.

Tom Edwards Mobile Media Summit

Below are a few territories that I touched on during the session as well as a few additional thoughts.

ROLE OF LOCATION: Location is a great filter to align consumer behavior against. My goal is to seamlessly connect physical to digital while maintaining a highly consistent message architecture that is highly relevant to the consumer.

BEACONS: One of the issues with beacon programs to date is how to achieve scale. Media organizations are looking for opportunities to drive scale while marketing agencies are focused on the ideal message structure.

There are many use cases to consider depending on the behavior you are looking to impact. If the goal is to drive pre-shop behaviors, it may be beneficial to leverage a 3rd party solution like shop kick to motivate a pre-shop mission that can lead to a retail visit.

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Reputation – We All Have One

Posted by Winnie Brignac Hart in Opinions on October 1st, 2015 at 7:32 am

Reputation - whether is truly reflects who we are or not - we all have one. People compare themselves to others – it’s part of human nature. We do the same with brands.

The Evolution of Brand Communication
Brand communication in marketing has changed dramatically in recent years. According to Hubspot, 70% of business-to-consumer marketers have acquired customers through Facebook. 52% of online adults use two or more social media sites (Pew Research Center). It used to be a one-way medium, where companies told customers about themselves through advertisements. Now communication is a two-way process where customers can research and interact with companies with whom they choose to do business.

When communication was one-way, companies did not have to worry about what customers had to say about their brand. Customer opinions died with only the few people they knew and wanted to tell. Now, companies must continuously monitor what is being said about their brands because there are endless forms of communication available between consumers.

Without knowledge about what is being communicated about your company and brand, you could be losing customers based on word-of-mouth interactions or previous customer reviews. Many of today’s customers trust these forms of communication more than...

Cocky or Confident? A Fine Line That Can Make or Break an Interview

Posted by Jane Turkewitz in Jobs Opinions on October 1st, 2015 at 4:39 am

A few weeks ago, I sent a candidate on an interview that didn’t go very well. My client thought he was cocky and rejected him.

This got me thinking. Exuding just the right amount of confidence is incredibly important when interviewing for a job. Like the story of Goldilocks and the Three Bears, some of us ooze too much, some too little and then there are those who are juuuuust right! On an interview, you’ve got to walk a fine line, promoting your ability to do the job at hand without getting all Donald Trumpy.

Let’s start at the beginning -- when you meet the Receptionist. A confident person will introduce herself, smile, and maybe dabble in a little bit of conversation while waiting for the interviewer to show up. A cocky person states “Jane Turkewitz here to see Joe Shmoe,” without attempting to show any interest in the person behind the desk. This is not necessarily a deal killer because, maybe the Receptionist is busy and doesn’t have time for you anyhow. But, being rude to a Receptionist —...

iMedia at Ad Week: The IAB Mixx

Posted by Jennifer Marlo in Opinions on September 30th, 2015 at 10:12 am

The all –star lineup on day two of the IAB Mixx was primarily focused on content. Actor Seth Meyers took the stage to discuss his show "The Awesomes," a Hulu-original comedic animated series. According to Myers, brokering a deal with a streaming service like Hulu was preferable to working with a traditional network because Hulu allows artists more creative freedom. Meyers contends that network executives try to mold content into network ideals, while streaming services are more relaxed. It’s the nature of the delivery – audiences choose their entertainment online, which means that the content can be more diverse.

Of course, the conversation eventually lead to advertising. "Saying 'my least favorite part of the content is the advertising' is like saying 'my least favorite part of the supermarket is the checkout,'" said Meyers. Audiences don’t like advertising, but if they want quality, free content there is no way to get around it. That being said, the best advertising is quick, attention grabbing, and not too frequent. Advertisers and MCNs should look to place ads with optimal frequency so as not to fatigue the viewer.

Linda Yaccarino, Chairman of Ad Sales, NBCUniversal echoed these ideas when she took the stage later in...