Archive for Agata Smieciuszewski

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

The future of TV advertising

Posted by Agata Smieciuszewski on June 3rd, 2014 at 11:54 am

Will digital and TV ever align with each other? Simulmedia CEO Dave Morgan took the stage at the iMedia Entertainment Summit to delve into how changing technology will affect the landscape of TV advertising. In the past, tracking actual viewership patterns has been difficult,  but new data sources and web-spawned ad technologies are affecting the way we look at media spending in this context.

Simulmedia uses TV viewing and marketing data to help improve the relevance of TV advertising. By leveraging data to avoid irrelevant and redundant audiences, brands can better target their messages and at last calculate true ROI for television advertising. As it turns out, television has the capacity to drive a massive amount of conversions. Proper audience buying is the key to higher conversion rates -- and the data shows a 571 percent return on media spend when done right.
Morgan noted that, in most major campaigns, 20 percent of the target audience is not being reached. This creates a huge opportunity for brands. Leveraging data to reach these missing audiences will enable a brighter future in TV advertising.
"Young family watching TV together at home" image via Shutterstock.