Archive for Agata Smieciuszewski

Doing good is good branding

Posted by Agata Smieciuszewski on October 29th, 2014 at 9:06 am

When it comes to the future of technology, all it takes is passion and the drive to make it happen. Impossible is not a death sentence for innovation, it's a challenge.

At the iMedia Breakthrough Summit in Atlanta, Georgia, Mick Ebeling, the CEO and founder of Not Impossible, described his journey from someone with no experience or training to an award-winning innovator using emerging technology. His first device, the Eyewriter, was developed using open-source computer software to allow a graffiti artist named Tempt1 with ALS to continue making art despite his inability to move his body. This device gave Tempt the ability to pursue his passion of art despite his unfortunate circumstance and brings hope to many others in the same position. The Eyewriter went on to become one of Time Magazine's Top 50 inventions and resulted in many similar projects from people trying to make a difference in the world.
Another major project that Ebeling spearheaded is known as Project Daniel, where he visited the Sudan to help a boy that had both of his arms amputated as a result of combat. Ebeling wanted to create a usable prosthetic arm that would give Daniel the ability to do normal tasks again,... Read more

How The Weather Channel paved a unique path to being a technological leader

Posted by Agata Smieciuszewski on October 28th, 2014 at 10:15 am

The Weather Channel has paved a unique path to being the leader in technological advancement in Atlanta by fostering a culture that puts innovation at the forefront, rather than a side project.

At the iMedia Breakthrough Summit in Atlanta, Georgia, Matthew Eby, VP of marketing in the digital division at The Weather Channel, discussed some of the ways the company has established itself in the industry. He noted that it's easy to become complacent in old technology, and you should always be looking for ways to improve your company. The Weather Channel grew from television to a website to apps to keep up with the changes in consumer behavior.
Encouraging your employees to participate in a culture of innovation makes a huge difference in the future of your company. They should feel inspired and encouraged to redefine success and constantly look for opportunities. For The Weather Channel, that means new ways to integrate weather data with new concepts, including propensity to purchase, aviation, and energy.
Finally, make sure to focus on the consumer above all else. Take a second look at your marketing objectives to make sure you are driving more sustainable lifetime value and make sure to always question where the future... Read more

The future of fraud in programmatic

Posted by Agata Smieciuszewski on October 24th, 2014 at 1:30 pm

By now, marketers have been inundated with information about the rise of programmatic. The future of media buying is definitely hand-in-hand with programmatic, but currently, the biggest threat is fraud. Fraud is obviously bad for everyone involved in the marketing channels, but will it ruin programmatic?
At the ThinkLA Programmatic Summit in Beverly Hills on October 23, 2014, keynote speaker Noah Elkin, executive editor at eMarketer, dove into some very important facts for marketers to consider when planning their strategy. According to the eMarketer study, which was the first forecast on programmatic spending, consumers are now online on various mediums an average of 6 hours a day. Also, US programmatic ad spending will pass $10 billion this year (See more here.)
But where does fraud fit in? IAB's vice president of technology and ad operations Scott Cunningham presented an analysis of different kinds of fraud threatening marketing channels today. Cunningham also outlined how IAB works to create accountability, eliminate fraudulent traffic, combat malware, fight internet piracy, and promote transparency. These pillars are the backbone of keeping the bright future of programmatic from being overshadowed by fraud.
Will fraud be a large threat forever? Probably not. Although the fraud issue will never be 100%... Read more

3 lessons on building your brand

Posted by Agata Smieciuszewski on October 3rd, 2014 at 10:09 am

The evolution of a brand can be an inspiring story to hear -- but what does it really take to make it in this digital world? Hearing a brand's origin story is always interesting because no two brands have the same path from origin to success. At thinkLA's Trends Breakfast in Beverly Hills, California, Complex Media founder and chief brand innovator Marc Eckō presented his own story from pharmacy school dropout to founder of a multi-million dollar global corporation.
Convergance culture
One of the topics Eckō brought up was the change in the way young people view themselves. They used to identify with a specific group and exclusively behave in the way dictated by those labels (ex: skaters, jocks, etc.). Now, it's a much more fluid concept. Young people don't want to be boxed into a specific demographic and defined by a narrow set of rules. Understanding this concept is crucial to reaching them as marketers.
Brands as broadcasters
When it comes to building a brand, Eckō says the focus shouldn't be to throw as many ideas at your social media feed as possible. The focus should be on being honest and hitting your brand's core values. You want to stay relevant and true to what your... Read more

The evolution of mobile in entertainment marketing

Posted by Agata Smieciuszewski on June 3rd, 2014 at 2:33 pm

You may be tired of hearing it by now, but if you're not already on board with mobile, you're really hurting your brand. Mobile is no longer something that you just need to think about -- it's crucial. Jack Myers from MyersBizNet moderated a discussion on the subject with Mike Rosenberg, VP of media and mobile marketing at Paramount Pictures, and Michele Tobin, VP of brand partnerships and advertising at Rovio Entertainment Ltd., at the iMedia Entertainment Summit.

Mobile has evolved very quickly over the last decade, and success in marketing strategies is very dependent on the ability to change and adapt with it. When it comes to marketing studio and television releases, the medium is equally, if not more, important. Rosenberg and Tobin discussed their extensive history of mobile campaigns to stress the importance of such mobile aspects as accessibility, native advertising, and mobile video. You don't want to turn potential consumers away by making it too difficult to access what information they want. And native advertising has both positive and negative reactions from consumers. It's important to be aware of where you stand. Also, mobile video is a growing sector that has very high potential to reach plenty of... Read more