Epicurious is overhauling its app to better engage users and solve challenges around discovery, recidivism, loyalty and visibility. The rebuilt app will leverage Apple's tools like push notifications tied to location and seasons, as well as widgets. It aims to keep the app top of mind through non-utility moments. FIG is investing in the overhaul after revenue growth and hopes higher-margin native ads will offset a smaller app audience. Discovery will rely on heavy promotion through social videos as no one has tried to own the food media channel on social before. The business model evolution and publisher learning around apps warrants a second look at the ecosystem.
Branded Entertainment - Love at every sitepsambrakos
In an age where consumers are more powerful than ever, and have almost unlimited choices of how to spend their time, brands should stop trying to interrupt them, and instead should try to produce content that is appealing enough for people to want to watch on their own. Even more, brands should strive to produce content that consumers would want to recommend to their friends, and content that will get them involved and talking about it through social media. Brands should aim to produce advertising that is loved by their audiences.
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
iris Social Update: 2nd-Screen Viewing is Dead and How TV Shows are Killing i...Iris
July Platform Updates:
-Instagram Gets Clickable
-New from Facebook: Conversion Pixel & new App Ad Features
-Facebook’s Secret Study?
Special Update: ‘TV Everywhere’ is the new 2nd-Screen viewing & 5 Ways TV Shows are Piquing Interest through Social, from 'meeting' new viewers on Tinder to upping the ante on branded content.
How we watch TV is changing. With 90+ new shows launching this summer, entertainment brands are using social to tap new prospects in interesting ways. That and other July social updates from iris Worldwide!
Branded Entertainment - Love at every sitepsambrakos
In an age where consumers are more powerful than ever, and have almost unlimited choices of how to spend their time, brands should stop trying to interrupt them, and instead should try to produce content that is appealing enough for people to want to watch on their own. Even more, brands should strive to produce content that consumers would want to recommend to their friends, and content that will get them involved and talking about it through social media. Brands should aim to produce advertising that is loved by their audiences.
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
iris Social Update: 2nd-Screen Viewing is Dead and How TV Shows are Killing i...Iris
July Platform Updates:
-Instagram Gets Clickable
-New from Facebook: Conversion Pixel & new App Ad Features
-Facebook’s Secret Study?
Special Update: ‘TV Everywhere’ is the new 2nd-Screen viewing & 5 Ways TV Shows are Piquing Interest through Social, from 'meeting' new viewers on Tinder to upping the ante on branded content.
How we watch TV is changing. With 90+ new shows launching this summer, entertainment brands are using social to tap new prospects in interesting ways. That and other July social updates from iris Worldwide!
Following Change on Facebook: fMC - This Evolution's Impact on BrandsLeo Burnett
February 29, 2012 was the inaugural Facebook Marketing Conference (fMC).
Announced were product evolutions in Pages and Ads that will change the way brands engage with consumers forever. The key takeaway is the emphasis on storytelling – how a brand tells its story and expresses itself through the participation of people. The scale, relevance, and reach Facebook provides for those stories is unprecedented."
Motivating Students & Consumers: What WorksEric Bryning
Whether you need someone to buy into your brand of thinking or your brand's promise, a creative, engaging presentation can change minds and behavior. These case studies and executions detail how I apply insights, discovery, humor and reflection to motivate students and consumers.
Social vs Facebook. Is the Facebook page enough as a digital channel for a br...Tribal Fusion
Tom Roychoudhary from chief innovations officer, MCN Middle East Communications, presentation from Tribal Fusion Big Digital Landscape Event in Dubai, May 2012.
A look at the top digital trends from the first few months of 2011, including group messaging, the evolution of game mechanics, and the humanization of brands.
The Future of Marketing, Advertising, and Branded EntertainmentDeep Focus
Ian Schafer's presentation on the future of marketing, advertising, and branded entertainment at The Next Big Idea Conference in Los Angeles on 10/30/07.
How are corporations integrating their BRANDS with engaging content. Why are they doing this now? Where are the advertising and marketing dollars headed? Why is story so important to engaging the consumer? What does IPTV mean for brand integrated content? What doe mobile platforms mean for brand integrated content?
Talking at IBRC's Social Media Futures Congress as the opening comment on on "what is the future of #socialmedia?" My thoughts: I'm not sure, anyone who says they know for sure - doesn't know. But... what I do know, is that social and content will become one. It kinda already has.
How to build your brand on social media with illustrative examples and measur...Sambit Kumar Dwivedi
Social media is quickly creating a new area in the workplace - social business. And while you may know your team would benefit from social media adoption, you might not fully realize how you can be using the social channels to drive corporate business objectives. In this webinar presentation, Jordan Viator from Spredfast and Jennifer Stafford from HomeAway explore how to embrace social media for building brand awareness and discover best practices that really drive results.
Brand Lessons from the Corporate Social Media SummitMarque Creative
With special thanks Rohit Bhargava who spent the day at the Corporate Social Media Summit.
"The event was put on by the team at Useful Social Media - and that indeed was the theme of the day as panelists offered real case studies, answered tough questions and generally demonstrated that there is real hope for large corporate brands to actively use social media to generate real business value in multiple ways."
Here are a collection of some of the biggest lessons that brands featured on Day 1 of the event shared in their presentations.
Frye Properties - 2016: Social Media & Digital Trends in MultifamilyErica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the FRYE Properties Managers' Meeting event on 9/22/16.
Facebook Strategy Shift to Reach & FrequencyTom Edwards
Facebook recently instituted some major changes to their platform that greatly affect marketers. To help you navigate this shift, I have created a white paper that will help substantially.
The overarching point you need to understand is that organic Facebook reach is being reduced dramatically and it will cost you to reach your own audience. Facebook is now less about brand-published content being the sole driver of engagement. You must pay to amplify your content and you must create multiple variations of your content based on targeting different segments of your audience.
Following Change on Facebook: fMC - This Evolution's Impact on BrandsLeo Burnett
February 29, 2012 was the inaugural Facebook Marketing Conference (fMC).
Announced were product evolutions in Pages and Ads that will change the way brands engage with consumers forever. The key takeaway is the emphasis on storytelling – how a brand tells its story and expresses itself through the participation of people. The scale, relevance, and reach Facebook provides for those stories is unprecedented."
Motivating Students & Consumers: What WorksEric Bryning
Whether you need someone to buy into your brand of thinking or your brand's promise, a creative, engaging presentation can change minds and behavior. These case studies and executions detail how I apply insights, discovery, humor and reflection to motivate students and consumers.
Social vs Facebook. Is the Facebook page enough as a digital channel for a br...Tribal Fusion
Tom Roychoudhary from chief innovations officer, MCN Middle East Communications, presentation from Tribal Fusion Big Digital Landscape Event in Dubai, May 2012.
A look at the top digital trends from the first few months of 2011, including group messaging, the evolution of game mechanics, and the humanization of brands.
The Future of Marketing, Advertising, and Branded EntertainmentDeep Focus
Ian Schafer's presentation on the future of marketing, advertising, and branded entertainment at The Next Big Idea Conference in Los Angeles on 10/30/07.
How are corporations integrating their BRANDS with engaging content. Why are they doing this now? Where are the advertising and marketing dollars headed? Why is story so important to engaging the consumer? What does IPTV mean for brand integrated content? What doe mobile platforms mean for brand integrated content?
Talking at IBRC's Social Media Futures Congress as the opening comment on on "what is the future of #socialmedia?" My thoughts: I'm not sure, anyone who says they know for sure - doesn't know. But... what I do know, is that social and content will become one. It kinda already has.
How to build your brand on social media with illustrative examples and measur...Sambit Kumar Dwivedi
Social media is quickly creating a new area in the workplace - social business. And while you may know your team would benefit from social media adoption, you might not fully realize how you can be using the social channels to drive corporate business objectives. In this webinar presentation, Jordan Viator from Spredfast and Jennifer Stafford from HomeAway explore how to embrace social media for building brand awareness and discover best practices that really drive results.
Brand Lessons from the Corporate Social Media SummitMarque Creative
With special thanks Rohit Bhargava who spent the day at the Corporate Social Media Summit.
"The event was put on by the team at Useful Social Media - and that indeed was the theme of the day as panelists offered real case studies, answered tough questions and generally demonstrated that there is real hope for large corporate brands to actively use social media to generate real business value in multiple ways."
Here are a collection of some of the biggest lessons that brands featured on Day 1 of the event shared in their presentations.
Frye Properties - 2016: Social Media & Digital Trends in MultifamilyErica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the FRYE Properties Managers' Meeting event on 9/22/16.
Facebook Strategy Shift to Reach & FrequencyTom Edwards
Facebook recently instituted some major changes to their platform that greatly affect marketers. To help you navigate this shift, I have created a white paper that will help substantially.
The overarching point you need to understand is that organic Facebook reach is being reduced dramatically and it will cost you to reach your own audience. Facebook is now less about brand-published content being the sole driver of engagement. You must pay to amplify your content and you must create multiple variations of your content based on targeting different segments of your audience.
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CR.docxwellesleyterresa
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR.docxHOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR
Source: http://www.socialmedia-forum.com/smwf-2015-in-pictures/
Why Ford of Europe’s Vice President of Communications and Public Affairs Mark Truby, a former newspaper business editor, worries about whether his company’s content is worthy of reading aloud over the breakfast table and how the launch of a new car in Germany with just 300 media present became the number one trending subject on Twitter and was watched in full by more than 360,000 people around the world. Ahead of #SMWF this June we wanted to find out more from the man himself:
1)Mark your focus is very much about creating content and storytelling but how do you manage that? What do you need to consider?
“Over the past four years we have moved from a Ford of Europe communications team focused primarily on media relations and servicing the automotive press to a team focused first and foremost on constant storytelling to a broad spectrum of media and audiences. This was a major strategic shift and required new skills and resources.
We created a content team with writers, photographers, videographers, graphic artists – people with strong backgrounds in print, broadcast and digital journalism. We augmented our Ford team with new talent on the agency side to help us tell more compelling stories and reach new audiences – such as tech, design and lifestyle press, as well as bloggers and digital influencers.”
2)What are the key elements to consider when creating any content or story for Ford and what can other businesses learn from your approach?
“We try to keep it simple and ask ourselves a few questions. Is the story interesting enough that a news editor would just have to have it for their newspaper, TV broadcast or website? Would the average person find it interesting enough to read or view, and share online? Would a husband read it aloud across the breakfast table to his wife, for example?
You have to be really honest with yourself on these questions or you will waste time and effort on the low-value stories. If a story passes those first hurdles, then we ask whether the story – once read or watched – could truly improve our corporate reputation or raise someone’s opinion of our vehicles and technologies. We have all read a story or seen a feature on TV that forever changed our perception of a person, company or organization. We quote it to friends or share it on Twitter.
This is the power of great storytelling whether you are creating it yourself or working with journalists. So, simple rules but a difficult task. It takes a lot of creativity and hard work to create content that is entertaining, interesting and meaningful.”
3)How can you reach new audiences most effectively through social media and how is this different to the traditional days of PR?
“Certainly online video, infographics and other forms of digital storytelling are amaz ...
The 2017 Fjord Trend Report offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
Twelve months of research, 1000+ cups of coffee, and probably an entire forest worth of Post-its (don’t worry—we recycle). That’s what it took for us to compile our Trends 2017 report, which offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
Visit trends.fjordnet.com for more.
How Can Brands Keep Up With Facebook Changes? Dave Kerpen
Evolution of Your Brand's Facebook Strategy WOMMA11
Facebook changes, a lot. This is how to focus on tried and true evergreen Facebook marketing principles while preparing for changes and remaining nimble and flexible.
Social Media Trends to Put Into Practice in 2019Falcon.io
Is your marketing strategy ready for 2019? Stay ahead of the curve by learning about the biggest marketing trends that will change the way marketers think about chatbots, social e-commerce and video next year. During the webinar, you'll learn about:
The social media trends to watch in 2019
The changes to expect from major social networks
The way brands are already leveraging these trends
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
6 facebook experiments worth trying in 2021Falcon.io
2.8 billion monthly active users are on Facebook. Of those, 1.3 billion of which call Messenger home. There’s a lot to keep up with if businesses want to fully leverage everything the largest social network has to offer. Yet, many marketers still face four key challenges: unclear market learnings, decreased marketing spend, inconsistent consumer engagement, and shifts in mindshare. We looked across the past year and reviewed today’s winning strategies to collect the right guidance and resources to help you conquer these roadblocks. Facebook/Messenger joins us live on air to zoom into six experiments you can try as we all approach 2021's mid-year review.
Everyday that goes by, I read yet another article or blog post about new milestones reached by this or that social media. And if you pay close attention, many of them involve the travel and hospitality vertical.
There are several consumer trends that influence how we consume and use social media. Knowing this, we pulled together a few predictions from our Access Emanate digital experts on the hottest social media trends we expect to see take shape in 2017.
50 great reasons and creative examples for brands to use branded entertainmen...nous sommes vivants
Branded entertainment is not only "fun" brand content it's all the types of brand content that can satisfy the centers of interest of an audience on TV or on line : sports, music, films, ... It's not editorial content however it embodies the brand values and communicates on it's products.
1- Brands as fun destinations
Firstly, we're all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves.
2- Branded fun for new brand fans
Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz.
3- Fun campaigns to promote fun contents
Brands investing in branded entertainment don‘t simply advertise on line. They use the tools that are available to best promote their content : paid media, owned media, earned media.
4- The new brand to fans relationship
Brands are able to develop an enduring direct-to-consumer relationship thanks to the quality content, however their potential fan base is much wider than their brand fans and they need to animate the extended fan community.
5- Live events for real time experiences
Communication enters a new era of real time marketing and brands come to life when people access their content all together at the same time and share their experience.
6- Data to spot fun insights on consumers
Trust me you are going to need it to do all the above !
Use this hashtag to participate in this document, join the conversation, or have a 5 mn laught at work #entertain_me
3. 10/24/2016 3Magazine Media’s Most Trusted Source Since 1947
minonline.com
Website Review: Essence.com Leads With Visuals
The relaunched site, though highly readable, has its shortcomings
Essence.com relaunches this month after a year of strong digital growth. Its unique visitors overall are up over 95% (per
Magazine Media 360º Brand Audience Report) with social refers up almost 200%. With that
tailwind, the title introduces an attractive, adaptive design with killer visuals.
On a mobile screen, the site loads a scroll topped by two massive featured stories with
screen-filling images and headline overlay. It's not until two screens down that you get to a
headline box of Top Stories. The effect is visually engaging, but tough on the scroll thumb. A
bit more efficiency at the top of the mobile experience wouldn’t hurt here.
The image-to-headline ratio improves as the scroll progresses, where Essence also leans
on lengthy and descriptive headlines to telegraph the contents. The brand has a tough mission,
covering a wide range of celebrity, beauty, romance and harder news content. This makes for
a long home page scroll of the sections (made more arduous by some gigantic imagery) and a
busy hamburger menu with many zoomable sub-sections. Things get cluttered, and some sort
of shortcut would be welcome.
However, I do appreciate the handy share icons available for every story at the home and
hub page level. The article layout is highly readable even on smaller phones, and it uses the tiered “Read More” structure that
speedily loads only the lede. Sharing tools are persistent throughout the scroll as well. The search function delivers results
with both images and enough article content to be helpful. While Essence promises branded content experiences, the only
monetization I saw were standard, poorly targeted banner ads on the bottom rail and fade-in badges in the stream. The video
trove could also use some better organization. It's a useful pile of celebrity snapshots, how-tos, and human interest pieces,
but there are no shortcuts to video types.
At its best, Essence.com is a highly readable and pleasantly constructed mobile experience that optimizes sharing. But it's
also a slog for the user who may be coming to the site for specific kinds of content.
App Review: Family Handyman Turns How-Tos into Paid Content
Trusted Media Brands’ Family Handyman is, like many service magazines, a trove of advice and tips available both online
and in print. But it's the nature of the periodical brand formats to feed this valuable, practical content based on seasonality and
opportunity as opposed to users’ immediate needs. With endless competition from YouTube and search, however, publishers
can only hope to add special value to their content via consistency, quality, trust and organization.
The Family Handyman Tip Genius does just that by assembling the library of practical articles and videos into a compact,
categorized and easily searchable app format. I like the basic layout. Tips are bucketed by Cars, Lawn and Garden, Plumbing,
etc. In each hub, scores of pieces are sub-divided by task. Call this DIY porn, which the app also serves with a “Random Tips”
function for the real home repair junkie.
The free version has ad support in the form of branded tips, which minimizes sponsor intru-
siveness. The Pro version costs the user a one time $4.99 fee, which seems reasonable for the
depth of content here. Aggregating the tips/how-tos that any service magazine generates over
time into a usable tool has obvious value.
Unfortunately, Tips Genius needs to go further to prove its ultimate value. The app is dense
with content, but the necessary search tool is fast yet dumb. Simple keyword searches like
“leaky sink” render irrelevant results, as the engine seems to be aimed more at broad category
searches. The app should also be ashamed of the “sharing tool,” which only pushes to friends
a promo to download the Tips app rather than any specifics about the shared tip.
Tips Genius is the modern version of the bookazine compilation or magazine branded book.
In order to excel, however, it needs to feel less like a book and more like a smarter app.
Steve Smith's Reviews
FH TIPS GENIUS
User Experience B+
Overall Design B+
Social Integration D
Mobile Utility B
Monetization A-
Final Grade B
ESSENCE.COM
User Experience B-
Overall Design B
Social Integration B
Mobile Utility B-
Monetization C
Final Grade B-
4. 4 10/24/2016Magazine Media’s Most Trusted Source Since 1947
minonline.com
Epicurious 6.0 is being rebuilt from
scratch—“every line of code,” says
Eric Gillin, executive director, Epicuri-
ous, andHeadofProduct,FIG.KeytoEpicurious’sappsuccesswill
be how much both it and Apple have learned about app users.
Apps can’t just sit there waiting to be remembered and opened.
While many magazine brands seem to have given up on the
app ecosystem even as it has evolved, Epi is hoping to embrace
the many changes Apple itself has baked into iOS’s recent itera-
tions. Some examples: Frequently refreshed feature content in the
app will loop into the mobile alert platform to maintain interest
in the app. Video, of course, will be much more central to the ex-
perience. Push notifications will be
keyed into geo-location and locally
seasonal ingredients. The app will
be properly indexed so recipes can
pop up in general iOS Searchlight
results. And a widget will keep Epi-
curious present on the lock screen. The plan is to reach the most
loyal users in what Gillin calls those “non-utility moments.”
Make the Apps Come to You
All of these new features bear watching because they reflect
how much iOS has matured. We now have a mobile platform
that addresses the inherent challenges of an app interface. Con-
tent needs to break free from the icon and find ways to surface
into the flow of device use, which usually doesn't involve us-
ers tapping your company’s logo. I contend that most publishers
soured to apps and have not kept up with these OS innovations
that can give media brands a fighting chance on device screens.
The payoff could be considerable. FIG is able to invest
in this major overhaul after a 25% revenue growth rate in
2015 followed by another 10% in 2016. Its digital footprint
expanded 40% this year. Previous iterations of the Epicurious
app have been downloaded almost 11 million times, and its
users spend an average of 32 minutes a month with it.
Gillin admits that app users are a much smaller slice of the
audience pie, but he thinks the economics work with smart-
er ad inventory allocation. “[App users] visit the app two to
three times a day,” he says. “When the CPMs are higher, you
don’t need exponential scale.” You need to monetize more
effectively the higher engagement. “We put in much higher
margin ad inventory, like a suite of native advertising.” Spon-
sored recipes and sponsor galleries will be among the ways
brands are allowed to tell their
stories with the same tools as
editorial content. Launch spon-
sors include Calphalon, Fair-
life, Silk Soy and Target.
Discovery Trumps All
The biggest hurdle for app launches is discovery. This is where
both the growth of social media and iOS maturity may be key
drivers. FIG has filmed 90 videos aimed at promoting the new
app, with 30 drops a day across three days into Facebook.
“We will try to own the social food media [channel], which no
one has ever attempted to do before,” Gillin says.
What bears watching from a business and publishing
perspective is whether the tools, OS, learnings and business
models around the app ecosystem have evolved sufficiently
to make the environment worth a second look to magazines.
Steve Smith covers digital trends and innovations as min's digital media editor.
Send him tips or feedback: popeyesmith@comcast.net
28808
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28808 min Minsider Strip Ad.indd 1 9/21/16 2:42 PM
TOP STORY
Epicurious Re-Cooks The App Recipe
(Continued from page 1)
Steve Smith
We now have a mobile
platform that addresses
the inherent challenges
of an app interface.
"
"
5. 10/24/2016 5Magazine Media’s Most Trusted Source Since 1947
minonline.com
Idea #1: Create Podcast GIFs
Podcast discovery is tough even for the most prolific of audio publishers, so anything that empowers fans to share their aural
faves is welcome. One of the top podcasts, This American Life, just launched an audio clipping tool called Shortcut that
lets a listener find and clip any audio portion from a recent episode. The clip is converted into a video that the user can cap-
tion and post to Facebook or Twitter. It's described as an audio version of an animated GIF. Yup, it takes a little work, but
the editing is remarkably easy. You locate a passage from a podcast via brackets on a waveform or the transcript, choose a
background color, then add some text and share. This model allows the user to comment on and disseminate specific pieces
of content. Apparently, TAM plans to make the code available for other publishers to use in some version, so this is an idea
they are quite literally going to encourage you to steal. Bottom line: Publishers thinking of adopting this approach
might consider making clips to pre-populate the posted podcast so fans can share without having to edit them.
Idea #2: Use Facebook Live's API to Promote Video Content
When it comes to Facebook Live, discovery remains a key issue. Sure, the app allows publishers to ping followers in real
time that a show is live, and some have even tried email to push viewers in. But it's hard to build anticipation for an upcoming
show. FB has recognized the weakness by issuing an API that lets publishers both advance schedule and promote upcoming
live events via their pages. The automated system will publish an announcement up to a week in advance to the News Feed
that also lets a user opt in to receive a real-time notification just before the event starts. Then, there's a pre-broadcast “lobby”
for these users so they can interact up to three minutes before the event begins. Publishers also get a link to the live event
that can be embedded elsewhere online. Bottom line: Adopting this tool is a no-brainer for magazine brands, but it
will be interesting to see how effectively social promotion can drive live broadcasting.
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6. 6 10/24/2016Magazine Media’s Most Trusted Source Since 1947
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New technologies have changed the way we do business.
Media companies have been forced to adjust to meet the
rapid demands of a complex marketplace. Advertising sales
is no exception—the process of selling is harder than ever.
MediaRadar understands this landscape. It understands
the changing needs of sales professionals. It understands
the new sales workflow. MediaRadar serves media ad-sales
teams as an indispensable business partner.
ADAPTINGTO A NEW ENVIRONMENT
As the market changed, MediaRadar has adapted too. The
company is committed to playing an increasingly bigger role
in helping ad salespeople sell more advertising.
“The life of the sales rep is getting much harder,” says
CEO and Co-founder Todd Krizelman. “Ten years ago, the job
was much simpler. Today, if you’re in ad sales at a B2B media
company, you’re a jack-of-all-trades. You have to sell email,
display, mobile, event sponsorships and a print page. In con-
sumer media, it’s not so different. There’s native, there’s mo-
bile. The complexity is so much greater, and there’s a need to
have a right hand to help you through it.”
This understanding has pushed an evolution for MediaRa-
dar. With the vast complexity of the salesperson’s job came
the need to advise sellers. Salespeople don’t have the time
to search databases. So MediaRadar does it for them and
suggests qualified prospects.
More than that, MediaRadar identifies prospects, and
then provides insights about that prospect’s buying pat-
terns. The MediaRadar platform, Krizelman says, was de-
signed with this functionality in mind. He suggests some
real-world scenarios:
♦♦ If you’re a sales rep at a finance website, it helps to
know before you get on the phone with a prospect that
they like, say, native advertising.
♦♦ Or perhaps a big e-commerce company only buys
email advertising. A rep working on the MediaRadar
platform would see a recommendation that says, ‘Be
sure to talk about your email capabilities. That’s a
great differentiator.’
♦♦ Using MediaRadar, a rep can show a prospect what their
ad will look like on the prospect’s website.
♦♦ MediaRadar even includes a recommendation engine
which easily shows reps exactly which brands they
should prospect NOW and why.
“We are extremely solution-oriented,” Krizelman says.
“We’re increasingly focused on giving specific advice and
recommendations to salespeople.”
MANAGINGTHE SELLERS
For sales managers, the priorities, questions, and needs are
completely different, but just as vital for organizational suc-
cess. “The questions are difficult,” Krizelman notes. “What’s
the health of the market? How should I deploy my resources
and staff time?”
Another critical subject is the changing nature of program-
matic advertising. The level of targeting that’s available is re-
markable, and it’s of significant value for clients. MediaRadar
has been a leader in counseling its clients on programmatic
sales, and in tracking programmatic buyers. As Krizelman
points out, the median number of new programmatic adver-
tisers each month is 620 brands. “That’s how fast it’s grow-
ing,” he says. “Your clients have to know about it.”
COMPANY ETHOS
MediaRadar has grown into a large business, with nearly
1,600 clients and more than 400 employees. But its core
ethos has never changed. “We take what we do very per-
sonally,” Krizelman says. “We take our jobs very seriously.
We’re customer-centric. We put all the investment back into
our clients and our product.”
The biggest transformation is how MediaRadar evolved to
be more consultative. “The essential product remains a soft-
ware solution, a service, but the relationship with the customer
is much tighter,” Krizelman says. “As we continue to grow we
don’t want to lose our connection with each client. We dem-
onstrate our value to our clients every day. Our client services
team is extensively trained in ad sales and the changing indus-
try as well as the MediaRadar product. We take the time to
learn the unique challenges each of our clients is facing and
together we make sure those goals are met—and exceeded.”
MediaRadar is your partner in ad sales.
Todd Krizelman is CEO of MediaRadar.
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MediaRadar’s Approach:
Intelligence. Advice.
Impact. Commitment.Todd Krizelman
7. 10/24/2016 7Magazine Media’s Most Trusted Source Since 1947
minonline.com
Main Event: Entertainment Weekly's PopFest
Access + consumer demand = great revenue and marketing opportunities
Thanks to Comic Con's growing reach, there's no shortage of experiential pop culture events around the
country. However, Entertainment Weekly is looking to carve out something new and different for fans
eager to get up close with their favorite actors, musicians, authors and other influencers. The inaugural
PopFest will be a two-day, all-access fan experience held at The Reef, an event space in in downtown
L.A., on October 29 and 30. General admission tickets are $49 for a day pass.
So what makes this event different from others? "Only EW could curate a lineup that represents such
a wide variety of pop culture genres," Christy Belina, VP of Brand Marketing, tells min. "Our access and relationships within
the industry, and with talent, make EW the authority."
Indeed, EW is definitely calling in some chits. Celebrities expected to attend include Jennifer Aniston, Academy Award-
winner Eddie Redmayne, singer Nick Jonas and the stars of "Gilmore Girls," who will also give fans the first sneak peek of
their Netflix reboot, which debuts in December.
Although this is a new event for EW, the brand's marketing team exercised due diligence to get it off the ground. Belina
says EW tested the concept last year in New York with a one-day program that served as an incubator— attracting around
1,000 fans. The success of the trial run made it a no-brainer to build out the festival further and launch it on the West Coast.
Around 7,500 attendees are expected to pass through the event space over both days, but Belina implies that the real
success isn't the six-figure revenue pull from ticket sales; it's the program itself and the partnerships it helped to create. "The
biggest win for PopFest is the caliber of talent the editorial team has secured along with coveted first looks at upcoming
projects," she says. "Additionally, we have seen success in sales of sponsorships to brands such as M&Ms, Heineken, FYE,
TNT, and more." Major media partners also include NBC, Sirius XM and iHeartRadio.
One more thing to keep in mind is that, in addition to the event contributing to EW's balance sheet, it's also a potentially
effective consumer marketing strategy, which, Belina says, gives the brand an opportunity to "reach the core EW consumer,"
as well as bringing non-consumers on board.
Feeds and Filters: Viewers Can't Get Enough of 'Westworld'
The new HBO drama has sparked online curiosity and engagement
Based on the 1973 film of the same name, "Westworld" has garnered almost universal praise
from critics, with a Rotten Tomatoes critics score of 91%. And the premiere episode had the
highest ratings for the debut of an HBO series since that of "True Detective" in 2014, with
3.3 million tuning in.
After two episodes, the show has left viewers with a lot of unanswered questions, which
sparked countless fan theories online. Media brands are picking up on that trend. News sto-
ries on the series are seeing plenty of shares and likes, but the brands that are focusing on
theories have seen an increase in engagement numbers. GQ's "Why Westworld Looks Like
Nothing Else on Television" received more 1,200 likes on Facebook, while Entertainment
Weekly's "Westworld Showrunners on that 'Game of Thrones' Crossover Idea" garnered
more than 50 shares and 350 likes on Facebook—in just 30 minutes.
THE WRAP
A Preview of Martha Stewart and
Snoop Dog's New VH1 Series
NEXT WEEKUntil next week,
The Editors
Michele Shapiro, Editorial Director
Caysey Welton, Group Editor
Steve Smith, Digital Media Editor
Jameson Doris, Editorial Assistant