Archive for Jennifer Marlo

iMedia at Ad Week: Tim Armstrong and the IAB join forces to bring diversity to the industry

Posted by Jennifer Marlo on October 3rd, 2015 at 1:38 pm

There’s been a lot of buzz about diversifying the workforce as of late. Smart folks that specialize in recruiting and training talent are looking for employees that come from different walks of life and can infuse new ideas and creativity into their respective companies. More HR titles like "Chief Diversity Officer" are popping up as organizations have come to embrace the notion that a string workforce is a diverse one.  In fact – shameless plug here – you can see Sandra Sims-Williams, Chief Diversity Officer, Publicis Groupe speak on this very subject at the iMedia Agency Summit in December.
Tim Armstrong, CEO, AOL emphasized the need for this corporate cultural shift when he spoke at the IAB MIXX this past week. "We need to disrupt," said Armstrong. "If you’re going to change the business, you’re going to have to change everything." This includes comp systems, goals, and talent.
To support these changes, IAB's President and CEO, Randall Rothenberg announced the launch of a new non-profit called "The Education Foundation," which is devoted to the improvement of the talent pool and will be headed up by Tim Armstrong. “The organization will bring training and new employment opportunities to under served constituents,” said Rothenberg,... Read more

iMedia at Ad Week: The IAB Mixx

Posted by Jennifer Marlo on September 30th, 2015 at 10:12 am

The all –star lineup on day two of the IAB Mixx was primarily focused on content. Actor Seth Meyers took the stage to discuss his show "The Awesomes," a Hulu-original comedic animated series. According to Myers, brokering a deal with a streaming service like Hulu was preferable to working with a traditional network because Hulu allows artists more creative freedom. Meyers contends that network executives try to mold content into network ideals, while streaming services are more relaxed. It’s the nature of the delivery – audiences choose their entertainment online, which means that the content can be more diverse.
Of course, the conversation eventually lead to advertising. "Saying 'my least favorite part of the content is the advertising' is like saying 'my least favorite part of the supermarket is the checkout,'" said Meyers. Audiences don’t like advertising, but if they want quality, free content there is no way to get around it. That being said, the best advertising is quick, attention grabbing, and not too frequent. Advertisers and MCNs should look to place ads with optimal frequency so as not to fatigue the viewer.
Linda Yaccarino, Chairman of Ad Sales, NBCUniversal echoed these ideas when she took the stage later in the... Read more

iMedia at Ad Week: Mobile Media Summit

Posted by Jennifer Marlo on September 28th, 2015 at 12:57 pm

The Mobile Media Summit kicked off Ad Week 2015 with an impressive panel of CIOs who all seemed to agree on one thing: More often than not, a successful advertising team is composed of specialists who are orchestrated by a great leader.
"There was a time when everything was homogenized," said David Cohen, CIO, UM. Not so anymore – if you want a great mobile campaign you need folks that, according to Cohen, are "steeped" in mobile. This includes everything from design to content.
And, quality content should be the foremost priority. According to panelist David Gaines, CIO, Maxus Global, great marketing is centered on the ability to tell a story. Of course, the platform is important but too often the focus is only on the tech, and not on the message. The messages that truly resonate take the product and the consumer into account  and the only way to understand your consumer is via research.
Expanding more on this topic, Jason Spero, VP Performance Media, Google presented a session on "micro-moments."  Spero pointed out while that Google cannot analyze longitudinal data due to privacy laws, there are plenty of opportunities to follow your customers to better understand where your product is needed... Read more

Beyond marketing: The brand behaviors that delight and disappoint your customers

Posted by Jennifer Marlo on September 14th, 2015 at 9:30 am

One hundred years ago, brand loyalty was solely built upon the quality of a product. Marketing was comprised of an ad in the paper, a billboard, the skill of a salesman.
Today, marketing is so much more than that as customers demand to be delighted at each touchpoint all the way down the funnel. The marketing of a product expands far beyond the marketer’s traditional scope -- just look at this chart of touchpoints, as listed on SurveyMonkey:

Having so many points of contact with customers can be both good and bad as each presents an opportunity to delight, or to disappoint. Unfortunately, human nature is such that your customers are far more likely to remember a bad experience than a good one. Good experiences get filed neatly away in our brains. A bad experience is the topic of conversation at cocktail parties and the source of lengthy in-depth reviews on Yelp.
The customer experience is so profound that often it trumps the product itself. For example, several years ago I was introduced to a wine brand that gives a percentage of its sales to charity. The wine was exceptional, and purchasing it made me feel like I was doing something good.... Read more

Why you need to be thinking about short-form video content

Posted by Jennifer Marlo on December 9th, 2014 at 10:37 am

If you’re a marketer and not hip to short-form video content platforms, your education needs to start here and now. The fact is our minds are changing. Content is becoming shorter, more accessible, and more plentiful than ever, resulting in truncated attention spans and an ever-growing desire for instant entertainment. Face it, the days of the 60-second spot are numbered.
Morley Winograd, author of "Millennial Momentum: How a New Generation is Remaking America" kicked off day two of the iMedia Agency Summit with a keynote that detailed how youth generations are changing the way we consume information. Winograd zeroed in on short-form content and what it means for advertisers. In short, we must keep up with the trends and rapid-fire changes demanded by our audiences in order to stay relevant.
Winograd’s keynote was followed by a panel of content creators and social influencers who discussed their practices and inspirations. To give context, below is a video that showcases a few trend-setting micro films. Watch and enjoy.