iMedia Connection - ad:tech blog

A resounding message came through to me at the ad:tech conference this week and that is: Social Media Programs are moving the needle for big brand marketers.  And not just a little bit -- a LOT.  But companies who implemented these programs had to let go of some major hesitations before jumping into what Lauren Zalaznick, President of NBC Universal Women and Lifestyle Entertainment Networks described as “brackish waters”. In her keynote on opening day, Zalaznick made note of her reasons to be wary of new technologies that are disruptive to her business, changing the rules and undermining her revenue streams.  And yet her mantra is “No Fear”, while focusing on the consumer, and creating the content that will win.  She sees technology as an enabler to give consumers what they want, when they want it, so they can become more deeply involved in programming.  In fact, she pointed out that there is a direct correlation between consumer involvement in social spaces  and programming success. 
In one instance, on Oxygen Live, a mobile marketing component for “The Bad Girls’ Club” turned viewers into marketers, and ratings jumped 87% on the east coast and 119% on the west coast on a season over... Read more