Archive for Bethany Simpson

How today's CMOs are using media to cut through the clutter

Posted by Bethany Simpson on December 19th, 2014 at 5:37 pm

tl;dr - "Everything is media," says Alan Cohen. Formerly a big traditional media exec, Cohen is now the Co-Founder of an industry disrupter named Giant Spoon. He gives examples of new ways clients are cutting through the consumer fragmentation clutter with innovative new uses of media.
We had the pleasure of speaking with Alan Cohen, Co-Founder of Giant Spoon, at the recent Chairman's reception at ad:tech NY 2014. In this interview he speaks with dmg::events Board of Governors Chairman Sara Fay about the biggest problem today's CMOs need to solve: bringing new ideas to the table that take full advantage of content, digital, and technology--and doing it in such a way that they cut through the clutter of competing marketing noise.
Cohen also addresses agency fragmentation, including ways clients are handling multiple agencies, the evolving role of the CMO, and creative new campaigns he's helped execute for Warner Bros., Uber, Oculus Rift, and others.

6 shared characteristics of contagious content

Posted by Bethany Simpson on November 20th, 2014 at 9:22 am

tl;dr: Jonah Berger has identified six reasons things (ideas, branded content, rumors) get shared.
When a book hits No. 1 on both the New York Times and Wall Street Journal best seller lists, and wins Amazon's "Best Book of the Year" award, you know it struck a chord. Jonah Berger's "Contagious: Why Things Catch On" says it take more than advertising to make something popular. We spoke with Berger at ad:tech NY 2014 about the six basic principals that drive ideas and content to be contagious.
"If you're jelly, what's your peanut butter? What's the thing in the environment that's going to trigger people to think of you?" - Jonah Berger

6 shared characteristics of contagious content

You can't predict which content will go viral, but there are factors that are reliably linked to success. Jonah calls them the 6 STEPPS: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.

The importance of tribes in content going viral

The problem with social media is finding something everyone will like. People share what they have in common with small groups.

(Link to panel discussion coming soon.)

3 reasons "The Tipping Point" is wrong

We asked Jonah, by his definition, what video title would have a good chance of... Read more

3 tips for brands that want to go big on BuzzFeed

Posted by Bethany Simpson on November 19th, 2014 at 2:38 pm

tl;dr: If you are working in branded content, you need to take authenticity seriously.
If you want to tap into BuzzFeed's 150 million monthly uniques, you can't wing it. Audiences can sense if content was created by socially-fluent insider, or someone with a cursory understanding of the community vibe. We spoke with BuzzFeed's senior director of creative services, Melissa Rosenthal, at ad:tech NY 2014 about the best ways brands can take advantage of content opportunities on the internet giant, what it looks like when brands are trying too hard on BuzzFeed, and the most important consumer media habits brands need to be ready for in 2015 (and beyond).

3 tips for brands that want to go big on BuzzFeed

What it looks like when a brand is trying too hard on BuzzFeed

Before planning your content, make sure you're "a student of the internet." Otherwise it could be obvious your brand is playing in a community it doesn't understand. Goodbye trust.

New consumer habits brands need to be ready for in 2015 (and beyond)

"I never feel like I work in the same industry for more than three months," said Rosenthal, commenting on the rapid evolution of consumer likes and habits. Here are the most important... Read more

Bettina tries Oculus Rift, #gordonsbeard, and more from the iMedia Entertainment Summit

Posted by Bethany Simpson on June 4th, 2014 at 1:45 pm

This week's iMedia Entertainment Summit at the stunning Beverly Wilshire brought senior entertainment marketers from film, television, gaming, and more together with presenters from Paramount Pictures, 20th Century Fox, Warner Bros., Sony Pictures, Twitter, Pinterest, NBCUniversal, Disney, Rovio, Showtime, AwesomenessTV, Facebook, and other top industry companies. It was a powerhouse event.
The conversations included the evolving role of mobile in entertainment marketing, new social monetization strategies, what's coming next in wearable computing, and a "State of the Industry" by Jack Meyers. To see the live social feed, click here. To see the full event coverage, click here.
Oculus Rift, #gordonsbeard, and our favorite tweets and pics
Our personal highlight was 20th Century Fox SVP Bettina Sherick trying Oculus Rift for the first time:
Fav moment #2 was the birth of the hashtag #gordonsbeard, in honor of the always-wise Gordon Paddison's (CEO, Stradella Road) new look:

And, of course, our favorite tweets and pics from the event (for more, see our live social feed):
1. Jack Myers ‏(@JackMyerscom) - Can TV advertising become like digital before digital advertising becomes like TV? What do you think? @davemorgannyc #imediasummit
2. Jennifer Prince ‏(@JenP) - Congrats @tritter on the iMedia 2014 Visionary Marketer Award. Well deserved, my friend cc: @DonaldBNYC #imediasummit... Read more

iMedia on location: Unify Tech '14

Posted by Bethany Simpson on May 1st, 2014 at 3:06 pm

Remember when one of the biggest challenges we had to figure out was "mobile"? Those were the days. The rise of the multi-device consumer has changed the landscape, again. And cross-screen behavior has become one of the biggest trends defining today's digital marketing and media strategies.
New Forrester research revealed at the April 28 Unify Tech ’14 Summit (hosted by Tapad) in New York City demonstrates the pervasive nature of the cross-screen environment. Some key findings include:

71% of customers react negatively to inconsistencies in brand experience across devices, with 1 in 10 claiming that inconsistencies will make them stop interacting with a brand altogether
28% of consumers expect ads to be tailored to different devices
21% of consumers expect sites to “know them across devices” when they enter the purchase path

iMedia was proud to be the official media partner of Unify Tech '14, where industry thought leaders discussed the impact of cross-screen on today's advertising, technology, and branding strategies.

Here are some of the highlights:
1. "Freakonomics" author urges marketers to think like freaks
2. Tapad CEO, Are Traasdahl, talks cross-screen technology
3. The key to unifying cross-device campaign experiences
4. Why location is the new cookie
5. The surprising future of media buying
6. Why unifying screens is the critical missing piece in a... Read more