Archive for Agata Smieciuszewski

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.