Archive for Jennifer Marlo

How data is transforming the way agencies work with clients

Posted by Jennifer Marlo on October 1st, 2014 at 11:51 am

In 1966 Englishman Colin McDonald carried out a pilot study that became a game-changer for the advertising industry; McDonald asked 255 women to keep diaries on the media they consumed and the purchases they made.
After much debate between marketers and analysts, a trend was discovered. The first exposure to an ad has no effect upon purchase behavior.  After the second exposure, a purchase is more likely to occur. However, once the consumer is exposed to an ad more than three times, they are less likely to purchase due to "ad fatigue." Thus, over the span of decades, advertisers have spent billions of dollars on advertising based upon the “rule of three.”
This concept revolutionized the advertising industry in its day, but does it still apply now that we’re in the era of big data?
"We're swimming in sea of data and the potential to transform that data is massive," said Baba Shetty, Chief Strategy and Media Officer of Digitas during the "Making data actionable in the age of programmatic" session at Ad Week.
However, in order to transform that data, marketers must stop looking at empirical generalizations and start honing in on the specific. Agency marketers must analyze the rigorous, researched truth about... Read more

How to prepare for the year of programmatic TV

Posted by Jennifer Marlo on September 30th, 2014 at 7:35 am

Forget the “year of mobile.”  For TV advertisers, 2015 is the year of programmatic.
According to a survey recently conducted by Adap.tv, of 350 respondents, 60 percent intend to use programmatic tactics or technology for buying television in 2015. To give context, just two years ago, that same poll yielded zero affirmative responses. Programmatic is taking hold fast in both the digital and TV advertising worlds.
For TV advertisers, the definition of programmatic has two meanings: data driven decision making and workflow automation.
“The data-driven decision making component of it is algorithms and machine learning -- they’re helping with the data ‘decisioning’ behind  planning, targeting, optimization, measurement, and attribution,” said Dan Ackerman, SVP, Programmatic TV, Adap.tv, during the “Programmatic TV, Advertising's Next Great Frontier” panel at Advertising Week.
“On the workflow automation it’s really all about the tedious difficult stuff that creates all of those inefficiencies -- getting orders, getting spot times...” Ackerman said. In other words, for the modern agency to be truly adept, it must not only systematize its decision-making process in an intelligent and omni-observant way, but it must also structure internally for this change. This means training the workforce.
According to Doug Ray, Global President, Carat, this need for training is... Read more

Change your life with bacon (the key to creating viral videos)

Posted by Jennifer Marlo on April 7th, 2014 at 2:59 pm

As I promised in my coverage of the iMedia Canada Summit kickoff party, a blog on bacon:
Did you know that bacon can make you do things? "Bacon has power," said David Alexander, Marketing Manager, Digital, Maple Leaf Foods at the inaugural iMedia Canada Summit in Montreal. Indeed, it has the power to make you watch videos like this one:
Or this one:
In his case study, Alexander explained that the key to achieving virality online is to follow these four rules: Start with great insight, connect to a truth while offering a new perspective, make it simple and understandable, and make sure there is room to grow.
As you can see by the videos above, the content effectively targets its intended demographic and consistently delivers humor. The videos aren't just shareable because they're hilarious  -- Maple leaf pledges to donate a wholesome meal to a local food bank on the behalf of consumers that share to their social networks. Additionally, the videos not only bring the Maple Leaf brand to light, but elevate the bacon product as a whole, benefiting the entire pork industry.
So, what were the measurable results?

More than 2 million voluntary views
More than 10 million social impressions
Ten thousand pounds in... Read more

The inaugural iMedia Canada Summit kicks off with a rockin' party

Posted by Jennifer Marlo on April 7th, 2014 at 4:08 am

I've never met a Canadian that I didn't like, and the folks I met at the welcome reception for the inaugural iMedia Canada Summit are no exception. The event, which unfolded at the Hyatt Regency hotel in Montreal, kicked off with a cocktail reception that dipped into the swanky hotel bar. Isn't this place nifty?

Our host for this event, Marie-Josee Lamothe, mingled with guests and chatted with fellow speakers.
The tapas themed dinner won me over with shrimp, artisan cheese, and smoked meats. Tres Bien!
And finally, dessert. Oh sweet, sweet, dessert.
The party was a great kickoff for what's sure to be a fantastic event: the content covers everything from the disrupted consumer, to customer loyalty, privacy, multi-screen, e-commerce, big data, and bacon. (You read that right. Stay tuned, more on bacon later.)
Click here to view the event agenda.

Why every year is "the year of mobile"

Posted by Jennifer Marlo on April 2nd, 2014 at 12:33 pm

If you're tired of hearing marketers proclaim that every year is the "year of mobile," brace yourself.  According to Henry Blodget, co-founder, CEO, and Editor-in-Chief of Business Insider, mobile is bigger than ever and growing. During his keynote address at the thinkLA Mobile Breakfast last month in Beverly Hills, CA, Blodget detailed some astounding insights that support this:

A billion mobile devices were sold last year
Tablets are cannibalizing PCs and where tablet purchases are tapering, "phablets" are filling in the gap
Cars are increasingly connected to support mobile devices
We spend an hour a day on our phone
We spend a half hour on our tablets every time we use them
Mobile is the only media that’s currently growing
"WhatsApp,"a cross-platform mobile messaging app, currently has 450 million users and is growing at a rate of one million users per day.
The usage of apps like "WhatsApp" has blown past texting – so much so that Blodget predicts that soon text services will be put to rest
One fifth of all internet usage occurs on mobile
Most of Facebook’s growth is coming from mobile and more people use Facebook on their mobile devices than they do on their desktop
Smartphones have overtaken dumb phones in sales

If that doesn't convince you,... Read more