Archive for Lori Luechtefeld

Why are ad buying behaviors not following viewers?

Posted by Lori Luechtefeld on March 4th, 2014 at 1:12 pm

Are marketers truly putting their dollars where they belong? It's no secret that consumer viewing behavior has changed dramatically in recent years and that advertisers (and the agencies that serve them) have struggled to keep pace. But change is happening.
In a panel presentation at the iMedia Content Summit in Huntington Beach, Calif., a panel of agency leaders discussed the latest shifts -- and gaps -- in consumer viewing behavior and ad buying behavior. Moderator Dina Marovich, SVP of media and interactive marketing for Paramount Home Media Distribution, put the first vital question to the panelists: How have you addressed the convergence of TV and online?
Jackie Kulesza, SVP and group director for video at Starcom USA, noted that her agency has restructured its teams to form one video group so that all teams are now responsible across all platforms. "You wouldn't think that structure matters, but it does," she said. And that's due to the need for teams to be accountable to clients for the ultimate impact of their ad spends.
Mike Margolin, SVP and director of audience strategy at RPA, noted that his agency has shifted from a channel-centric approach to an audience-centric one. Although he's found that shift has liberated... Read more

Creating a strategic narrative for the Rockettes

Posted by Lori Luechtefeld on February 11th, 2014 at 9:15 am

How do you develop a relevant brand voice to successfully connect with a new generation of young fans? That was the challenge facing the iconic Rockettes brand and its companion ticket-selling platforms last year when they partnered with The Social Symphony to write the brand's strategic narrative.
Looking to expand into a lifestyle brand, the Rockettes set out with three goals:

Grow its social fan base
Increase engagement
Attract a younger audience

In tackling these goals, the brand looked to uncover a personality that it could then infuse into its posts, said Chris Moseley, SVP of product management and brand oversight for the Rockettes at MSG Entertainment. This personality emerged in the form of multiple archetypes, including the "hero athlete."
Tom Troja, founder and CEO of The Social Symphony, noted that the development of archetypes for brands -- ones that align with narratives that people already understand -- is vital because it enables brands to put out content every day that speaks like a person.
The Rockettes brand has already seen impressive results by speaking with its authentic "hero athlete" voice. Since kicking off its initiative in September 2013, the brand has already grown its Facebook fan base from 50,000 to nearly 500,000. And as the community... Read more

Stay tuned for the iMedia 25 panel of brand innovators!

Posted by Lori Luechtefeld on February 10th, 2014 at 9:00 am

The iMedia Brand Summit is off to a great start, and the momentum is only going to continue on Tuesday with presentations from author Dan Hill, MSG Entertainment's Chris Moseley, The Social Symphony's Tom Troja, StoryTech's Lori Schwartz, and many others.
Of course, I'm most excited for the post-lunch iMedia 25 panel of marketing leaders and innovators. Why? Well, selfishly because I'm moderating it. But also because we have the following amazing lineup of folks from diverse brands taking the stage to discuss how they're "marketing to the new consumer":

Sharonda L. Britton, Director of Multicultural Marketing, Walmart Stores Inc.
Jeremy Brook, Global Lead of Digital Strategy and Media Innovation, Heineken
Kasey Skala, Digital Communication Manager, Great Clips Inc.

Sharonda, Jeremy, and Kasey were all honorees on the 2013 iMedia 25 list of marketing innovators. Each year, this list represents an amazing bunch of people who are taking risks and making impressive moves to benefit not only their own brands and companies, but also the marketing industry as a whole. Obviously, these are people who we think our summit attendees should get to know better.
Hope to see some of you during the panel! For the rest of you, look for plenty of post-event coverage to... Read more

Moving from big data to smart data

Posted by Lori Luechtefeld on December 10th, 2013 at 1:15 pm

Not many companies wrangle as much data as Pandora does. The company has a database of 200 million registered users, 70 million of whom log in every month. Combine that with the company's Music Genome Project, which has analyzed -- in painstaking detail -- the make-up of Pandora's vast song catalog. Then add the personalization decisions and engagement of each logged-in user, and throw on the fact that Pandora is available on more than 1,000 consumer devices.
That's a lot of data -- insights that essentially create a "day in the life" of a listener. Pandora's Heidi Browning took to the stage at the iMedia Agency Summit to tell attendees exactly how the company transforms this "big data" into "smart data." To do so, she presented a case study of a Pandora campaign for Gatorade that targeted 13- to 17-year-olds.
For the campaign, Pandora worked with Gatorade to create workout playlists that were a reflection of the various drinks in the brand's G Series of products, each of which is designed for a different phase of a workout. To create those playlists, the company looked at not only the makeup of individual songs and how they fit into a workout regimen, but... Read more

Re-defining TV and video

Posted by Lori Luechtefeld on December 10th, 2013 at 11:51 am

Very few people dispute the notion that, within 20 years, the distinctions between television and digital video will have disappeared. But how this convergence happens is important, according to Simulmedia's Dave Morgan. Especially for marketers.
Speaking at the iMedia Agency Summit in Scottsdale, Ariz., Morgan noted that the worlds of media buying for television and digital video are currently completely separate. Even if marketers claim they are running campaigns that are "screen agnostic," they can't dispute that the buying process is still very much platform specific. Over the next 10 years, Morgan predicts that this will change, and the convergence will all be based on data and automation.
"The biggest innovation that is going to happen for TV -- before it merges with digital video -- is that the audience-based and data-driven approaches of digital video will come to TV," Morgan said. In fact, Morgan predicts that, within five years, $35 billion in television spend will be transacted that way. In 10 years, all television spend will be transacted that way.
With this transition, TV will become as measureable as the web, Morgan predicted. TV advertisers will know which spots work and why. Digital marketers, who possess the skillsets to tap into this... Read more