Archive for Chloe Della Costa

4 ways Millennials are shaping entertainment marketing

Posted by Chloe Della Costa on July 17th, 2014 at 3:39 pm

While most marketers recognize the importance of understanding the wants and needs of different generations, there is often confusion about what exactly defines each generation. In the case of Millennials, we can all agree that they have tremendous power over the future of marketing. At thinkLA's Entertainment Marketing Breakfast in Marina del Ray, California, Warren Wright, EVP of LifeCourse Associates, delivered the opening presentation on how Millennial sensibilities are radically changing things for entertainment marketers.
Each generation shares attitudes, behaviors, and traits. Gen-exers are known as survivors, or the forgotten generation, and Boomers are known for their rebellious attitude. Wright says Millennials are your trophy kids. They are educated, diverse, trust family and friends, and value fairness.
According to Wright, the majority of TV networks are seeing a decline in their 18 to 34 audience, so a shift is already in progress. Here are the Millennial trends you should keep in mind.
Hyper socialization
Millennials trust and value their friends and family like no other generation. When in need of answers, Boomers prefer to go to an expert and Gen-exers do a cost-benefit analysis, while Millennials are likely to ask their friends, or even crowdsource.
First life/second life blend
When asked if they agreed with the... Read more

How data proliferation is changing agency relationships

Posted by Chloe Della Costa on May 5th, 2014 at 12:44 pm

There's no denying that the amount of data now available to marketers is already changing the agency model, industry relationships, and advertising as a whole. But is the volume of data ultimately helping or hurting us? That depends on the choices we make, big and small, as the landscape continues to shift. Jason Burnham, partner, social engineer, Burnham Marketing, moderated a panel discussion at the iMedia Agency Summit in Austin, Texas, on the subject of the evolving landscape for brands, agencies, publishers, and partners alike. Burnham spoke with Adam Kleinberg, CEO of Traction, Kristi Karens, director of media and agency partnerships, Mondelez International, Shenan Reed, president of digital, MEC, and Nicki Purcell, digital publisher at Dallas Morning News.

With so many players now in the space, the agency model has already radically changed with digital technology. Publishers, media partners, tech providers, analytics partners, in-house teams, specialized agencies, and more are competing for attention, and it's hard to know exactly how to collaborate effectively. And the data explosion has made it even more difficult.
Reed claimed that while we definitely have the volume of data, we are still struggling to determine how much of it is real, relevant, and actionable. "So how we... Read more

How the best marketing combines art and science

Posted by Chloe Della Costa on May 5th, 2014 at 10:28 am

Data has quickly become the marketing buzzword to beat all buzzwords. While it is easy to quickly become overwhelmed by the volume of information out there, brands and agencies can use data to create value in many ways, even beyond the traditional examples. At the iMedia Agency Summit in Austin, Texas, Aaron Fetters, director insights and analytics solutions center at Kellogg Company, delivered the opening keynote. He noted that while we are all constantly seeing the contrast made between "Mad Men" and "Math Men," the real issue is how can we effectively integrate them. "I'm tired of seeing Don Draper vs. Albert Einstein in presentations." he explained. "Let's look to da Vinci."

Fetters claimed that da Vinci's work best demonstrates how art and science can come together. So what does this da Vinci-style marketing look like? Fetters explained to attendees that data is now illuminating strategy, content, and execution. Targeting is the go-to example of how data can make marketing more relevant and effective. And for good reason. Fetters says when advertising cereal, it's not enough to target "people with mouths." And when marketers decide to try microtargeting, that's great, but you need to personalize the message to each segment.
In this... Read more

4 key takeaways from AdU: Media Planning

Posted by Chloe Della Costa on April 30th, 2014 at 11:06 am

At thinkLA's AdU: Media Planning course at OMD's office in Los Angeles, California, four leaders from the OMD team shared their insights in the media planning and buying space. There is always more to be learned in this space, and the students listened in on four presentations, all with important takeaways for media planners and other marketing professionals alike.
Analytics must be planned in advance
"Analytics should not be an afterthought," Kemble Fletcher, associate director, analytics, emphasized to students. Metrics should be established up front with the client, in accordance with measurable goals. Fletcher also remarked on the humungous volume of data in the world today. (1,200 exabytes, to be exact!) Fletcher then highlighted an important distinction. There are two main approaches to measuring people, and it is important to remember the difference. While demographics refer to quantifiable stats like age and sex, psychographics are more about attitudes and values, for example, people who like dogs or particular breeds of dogs.
Ask these questions when developing a mobile strategy
According to Mobile Manager Laura Schneider, these are the three most important questions to ask about mobile:

How can I target my audience through mobile?
How does this fit into my plan strategically?
What unique value can mobile... Read more

The state of the auto industry for marketers

Posted by Chloe Della Costa on April 24th, 2014 at 9:36 am

At the thinkLA Automotive Breakfast in Century City, California, Steve Sturm, AOL's category development officer for autos, jumpstarted the presentations with a detailed overview of the current landscape for automakers. Vehicle prices are up $700 from 2013, vehicle incentives are up 7.9 percent, and vehicle production is up 3 percent from 2013. Sturm also pointed out that the average age of U.S. cars is now 11.4 years (it was 9.6 years in 2002). This mean people will certainly need new cars soon, as most of the cars out there are quickly aging, particularly now. So overall, things are looking fairly good for the car industry this year.
"The factors to watch," explained Sturm, "are fuel prices and interest rates." Fuel in particular will have a huge effect on the market, particularly for large trucks vs. compact cars or hybrids. Gas prices are high but somewhat stable in Los Angeles right now, Sturm explained, but if prices hit $4.50 to $5 per gallon then we can start worrying about gas-guzzlers. Sturm also noted that 30 of the 41 new car redesigns launching in the second half of 2014 are coming from Asian auto brands. And this of course, was not the only... Read more