Archive for Agata Smieciuszewski

The future of advertising in the Internet of Things

Posted by Agata Smieciuszewski on October 28th, 2015 at 11:41 am

Everywhere you turn, you see connected devices -- smartwatches that communicate messages and exercise progress, thermostats that adjust based on preferences, home automation systems, and especially mobile phones. Each of these open a world of opportunity for advertisers, but only if they can figure out a way to get the right messages to the right consumers at the right time. Gone are the days where consumers tolerate messaging that's not targeted to them or communication from advertising that doesn't add any value. Brian Wong, the CEO of Kiip, and Christine Moll, category marketing director of vodka and gin at Gruppo Campari chat about the complex relationship between these items, advertisers, and consumers.
In today's programmatic landscape, there's an opportunity to leverage reaching these devices in real time in the same instant that consumers are engaging with it. These perfect instances are known as moments, or the partnership between event and context. If approached correctly, an advertiser that is in the right moment. According to data from Kiip, there are more than 700 million moment opportunities, and those are potential entrance points or your brand.
One example of this is a consumer that has completed a task on a to-do list at lunchtime.... Read more

Why programmatic is shaking up agency structures

Posted by Agata Smieciuszewski on October 26th, 2015 at 1:44 pm

In this digital age, everything is measurable. Programmatic is power, and it's our responsibility to harness that power in a positive way and identify the impact it's having on our industry. At the iMedia Breakthrough Summit in Austin, Texas, Peter Bray, managing director of Alive & Thinking, and Will Clarke, VP of marketing at Poo~Pourri, spoke about how the scenery is changing.
Rather than a traditional TV-first advertising strategy, Bray said the best place to start growing a brand fast and at scale is YouTube. After establishing your brand there, then you can move on to TV and other avenues.
One example of this YouTube-first strategy is Poo~Pourri, which established on online presence on the video platform before selling over 10 million bottles through ads with a potty-mouthed British woman. The marketing strategy there is to continually focus and test mainly on YouTube, with new content and operations launching regularly. The medium is the message, and it's crucial to fully understand the medium you're working with and how your audience interacts with it -- and also how your company interacts with it.
So what's the problem with programmatic? Making many iterations has the end goal of being better, but more resources have to... Read more

How to overcome programmatic challenges

Posted by Agata Smieciuszewski on October 26th, 2015 at 11:54 am

Programmatic is changing the marketing landscape, and new obstacles pop up daily. We spoke to our iMedia Programmatic Bootcamp host Seth Haberman, founder of Visible World, at the iMedia Breakthrough Summit in Austin, Texas, to get a sense of where programmatic is now, where it's headed, and how we can navigate the obstacles.

Q: How has television advertising changed in the face of the digital revolution?
Audiences in general have become more fragmented, yet when you compare the reach and relative fragmentation of different advertising channels, TV advertising remains most effective in terms of the ability to reach large audiences on a timely basis. However, because digital advertising offers better targeting and measurement, it is perceived as being more efficient and effective.
The reality is that when cross-platform attribution includes both TV and digital marketing channels, it becomes evident that TV advertising remains and important and efficient driver of awareness, consideration, as well as sales, and helps lift the performance of digital marketing channels. This has been validated by Google (which acquired Adometry), AOL (which acquired Convertro), as well as independent cross-attribution application and services providers including C3 Metrics and MarketShare.
Q: How does fraud affect the industry and how can marketers combat it?
Advertisers... Read more

How streaming is taking over

Posted by Agata Smieciuszewski on July 16th, 2015 at 12:36 pm

People are changing the way they consume television content. The days of people turning on a TV and flipping through channels to find a suitable show are numbered. New streaming platforms and technologies are creating an environment where the viewer has more control over the content they consume than ever before.

At thinkLA's Entertainment Marketing Breakfast in Beverly Hills, California, David Baron, the VP of content partner management at Hulu, provided insight to the changing landscape of how audiences consume media. There's been a huge shift in how people are watching television as a result of the wave of new internet-connected technologies.
There's been a 463 percent increase in people using internet-connected technology like Hulu, Netflix, and HBOGo over the last several years, and it's a trend that will continue to grow. Currently, 40 percent of households of households subscribe to a streaming service, and that leaves a large percentage of the audience that can still be reached.
According to Baron, we are currently living in a period of "app hell," where every service provider and subscription service has its own app with different content, and it's up to the consumer to navigate where the shows are streaming. This will hopefully transform into... Read more

How to compete with "Goliath" brands

Posted by Agata Smieciuszewski on May 4th, 2015 at 12:29 pm

The era of big brands dominating everything is over. The rules of the game are always changing, and the ones that find themselves at the finish line are always the ones that are open to change.

When a smaller company enters the market, they often have many hurdles to overcome -- how can they stand up against the established brands with deep pockets? At the 2015 iMedia Agency Summit, Kevin Ryan, Founder and CEO of Motivity Marketing and author of the best-selling book "Taking Down Goliath: Digital Marketing Strategies for Beating Competitors With 100 Times Your Spending Power", brought light to some of ways you can overcome these obstacles with strategy and level the playing field.
According to Ryan, marketing automation is an enabling technology that allows us to remove people from the equation. Today's "listicle" brand of communication is aiming for quick clicks and ad dollars -- leaving quality and real relationships behind. While these automated  technologies allow you to reach many of your target audience, relying on them too much can result in massive PR fails that exploit the same people that you want on your side.
Ryan brings up many examples of brands that over-depend on this impersonal, disjointed method... Read more