This document discusses the evolution of native advertising and the importance of premium content. It notes that 92% of brands have or plan a content strategy while 76% of consumers want exclusive content. It advocates two pillars of success: aggregating trusted journalism and driving consumers to engage with shared content. The document outlines how brands can partner with content providers to create sponsored content opportunities and distribute content across various networks and platforms to maximize engagement.
Integrated Communications and The Dawn of Agile Engagement Malcolm Atherton
Static is not an option any longer for communicators, neither is having silo'd pr and marketing groups.
Organizations will benefit from having PR and marketing and digital and anyone else in communications/external work together to understand audiences, strategize as one, and ultimately use owned media to attain earned media (and earned media to drive creation of owned media).
Lotus Education presentation with Sandy CarterLotus Education
When marketing with social media, what sets you apart is how effectively you use the technology to complement and enhance your marketing activities to drive greater results. Using her experiences at IBM, with customers, and with industry leaders, Sandy Carter will show you the critical success factors in adding social media to your marketing mix. Examples will cover blogs and microblogs like Twitter, viral videos with YouTube, social networking, serious games, and more. You will come away with a step-by-step framework to develop a plan that you can act on today. This is a great opportunity for the Lotus Education community to see how they can work together towards building a highly skilled Lotus professionals base !
Meera Bhatia, Head of Product Management for LinkedIn Marketing Solutions gives an exclusive view into the latest and greatest LinkedIn tools for marketers that enable you to leverage social networks to better influence IT Decision Makers.
The New Rules For Modern Communications: Owned Media to Agile Engagement at P...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff, given at the Public Relations Society of America 2012 International Conference in San Francisco Conference - #PRSAICON . In this presentation, topics discussed include the future of content vs. advertising, search working with social, the importance of visualizing your message, and brand engagement.
StrategyEye is a global content indexing and creation platform powering Content Marketing and Monetization solutions for publishers and major brands.
CONTENT MARKETING - We help brands become publishers by enabling them to create compelling content to engage audiences, promote thought leadership in web and social channels, support SEO and drive inbound leads
CONTENT MONETIZATION - We help traditional or startup publishers and event organizers to launch new, premium B2B intelligence products and generate incremental digital revenue through subscriptions or online advertising
Also check out our own-label digital media intelligence product: www.strategyeyedigitalmedia.com powered by our platform.
What’s the biggest challenge faced today by lifestyles marketing professionals? High gas-prices? Escalating operating costs? Online meetings? What if I told you none of these?
Social Media in a Corporate Context 2010 - Luke Aviet, GoViralCommunicate Magazine
Spread the word - How are brands and organisations using viral videos to reach and interact with audiences online? Here we look at the changes in media consumption, focusing on the growth in the online video market and highlighting the different genres of branded content video.
14:30: Using virals to find new customers. Insights into how to use viral campaigns to find and attract new customers, and get the message to spread to potential customers based on interest, behaviour and contextuality. By Rene Rechtman (GoViral)
Visible Wireless: Grass Roots Branding and Media PlanningMediaPost
Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew – from product development even to media planning. What does a grass roots media strategy look like?
Integrated Communications and The Dawn of Agile Engagement Malcolm Atherton
Static is not an option any longer for communicators, neither is having silo'd pr and marketing groups.
Organizations will benefit from having PR and marketing and digital and anyone else in communications/external work together to understand audiences, strategize as one, and ultimately use owned media to attain earned media (and earned media to drive creation of owned media).
Lotus Education presentation with Sandy CarterLotus Education
When marketing with social media, what sets you apart is how effectively you use the technology to complement and enhance your marketing activities to drive greater results. Using her experiences at IBM, with customers, and with industry leaders, Sandy Carter will show you the critical success factors in adding social media to your marketing mix. Examples will cover blogs and microblogs like Twitter, viral videos with YouTube, social networking, serious games, and more. You will come away with a step-by-step framework to develop a plan that you can act on today. This is a great opportunity for the Lotus Education community to see how they can work together towards building a highly skilled Lotus professionals base !
Meera Bhatia, Head of Product Management for LinkedIn Marketing Solutions gives an exclusive view into the latest and greatest LinkedIn tools for marketers that enable you to leverage social networks to better influence IT Decision Makers.
The New Rules For Modern Communications: Owned Media to Agile Engagement at P...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff, given at the Public Relations Society of America 2012 International Conference in San Francisco Conference - #PRSAICON . In this presentation, topics discussed include the future of content vs. advertising, search working with social, the importance of visualizing your message, and brand engagement.
StrategyEye is a global content indexing and creation platform powering Content Marketing and Monetization solutions for publishers and major brands.
CONTENT MARKETING - We help brands become publishers by enabling them to create compelling content to engage audiences, promote thought leadership in web and social channels, support SEO and drive inbound leads
CONTENT MONETIZATION - We help traditional or startup publishers and event organizers to launch new, premium B2B intelligence products and generate incremental digital revenue through subscriptions or online advertising
Also check out our own-label digital media intelligence product: www.strategyeyedigitalmedia.com powered by our platform.
What’s the biggest challenge faced today by lifestyles marketing professionals? High gas-prices? Escalating operating costs? Online meetings? What if I told you none of these?
Social Media in a Corporate Context 2010 - Luke Aviet, GoViralCommunicate Magazine
Spread the word - How are brands and organisations using viral videos to reach and interact with audiences online? Here we look at the changes in media consumption, focusing on the growth in the online video market and highlighting the different genres of branded content video.
14:30: Using virals to find new customers. Insights into how to use viral campaigns to find and attract new customers, and get the message to spread to potential customers based on interest, behaviour and contextuality. By Rene Rechtman (GoViral)
Visible Wireless: Grass Roots Branding and Media PlanningMediaPost
Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew – from product development even to media planning. What does a grass roots media strategy look like?
Looking back on the migration to real-time programmatic from traditional media direct sales and ad network models, one can see parallels in the evolution of connected tv media buys today. However, there are powerful voices and a complicit media machine swimming against the current of change in how television content is valued, bought and sold. Are recurring programmatic inventory buying & selling patterns that preceded CTV likely to repeat themselves?
First-Party Data Takes The Cake In A Post-Cookie WorldMediaPost
Shopper behavior has been disrupted and now, more than ever, consumers are in the driver’s seat. As third-party cookies go away and data privacy regulations increase, consumer trust is paramount and should be earned through value exchange. Discover how the power of Kroger Precision Marketing’s first party data and advanced targeting capabilities has changed the media advertising ecosystem by holding media accountable for driving real business outcomes.
Real-time buying for real-time events: Leveraging Programmatic TV for Live Ev...MediaPost
Be memorable in the streaming space and learn how to best leverage real-time events on Live OTT with highly engaged, leaned forward audiences no matter your budget. Hear from one of the largest vMVPDs the value of executing live events programmatically and bring your strategy to the next level.
The Right Audience for the Job: Cadillac’s First Party Data Engine MediaPost
The Cadillac brand has been designing a new model (for consumer data, that is), which is aerodynamically suited to the next generation of information highway. It is powered by a single point of truth first party data engine that makes the company’s use of third party data more accurate and efficient and even finds new affinity audiences that work within a people-based marketing framework. Let’s take a test drive with Cadillac CRM, Audience and Personalization Manager Kate Wonsul.
Sustained Innovation Through Creativity, Technology & DataMediaPost
Avocados From Mexico has built one of the most successful digital practices in the industry in terms of both creativity and performance. Ivonne Kinser, AFM's head of digital marketing & ecommerce, will share the brand's approach to combine creativity, technology and data to develop stronger customer relationships that significantly increased the performance of their campaigns.
Consumers demand privacy and digital marketing is evolving. Advertisers need a future-proof targeting solution that doesn't rely on third-party cookies or mobile identifiers. Hyper-relevant contextual targeting is a privacy-safe solution that goes beyond the keyword or category level to offer unparalleled relevance and reach in brand suitable environments, which means you can reach your target buyers at the moment they're most likely to engage - without cookies.
There's a lot of uncertainty and concern around the upcoming changes restricting 3rd party cookie based targeting. Marketers are scurrying to pivot against these changes with very little concrete guidance on what parameters will be in place.
The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark’s director of marketing operations, Mike Dattilo, shares how he’s successfully targeting SMB users to expand their audience, brand awareness and increase conversions through performance video.
When Less is More: Building a Successful Advertising Business from a Subscrip...MediaPost
In 2020, The New York Times added a record 2.3 million digital-only subscriptions, bringing its subscriptions to digital products and print newspaper to more than 7.5 million. By focusing on improving the reader experience, the Times has built stronger relationships with its subscribers and knows what type of information and storytelling resonates with their influential audience. Hear how The Times is focusing on fewer, higher quality ads and using its first-party data to offer targeting based on emotional states and reader motivations to provide more powerful ad experiences.
What Do First Party Data and Golf Have In Common? MediaPost
As it turns out, two major strategies. Join Omeda leaders Tony Napoleone, VP Client Experience, and James Capo, COO, to discuss market changes and the two winning strategies you need with your audience data.
Turning Customers Into Fans: Church’s New Social Media PlaybookMediaPost
As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church’s Chicken reimagined its social media playbook for changed times. Alan Magee explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church’s is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
Restaurant Customer Engagement: The Path to PersonalizationMediaPost
Driven by necessity and rising customer expectations, the digital transformation of restaurants is well underway. Your customers now engage with you through multiple channels across various devices, yet still expect you to seamlessly deliver highly personalized experiences. Join us to learn how restaurants can orchestrate these personalized customer journeys at scale.
Delivery & Streaming, the Ultimate Experience with RokuMediaPost
Dig into the secular shift to streaming. Join Jeff Katz, Head of Sales in the Central Region at Roku, as he shares 3 key updates for QSR Marketers from America’s #1 TV Streaming Platform:
- Foursquare QSR Insights
- Roku Platform Updates
- Beta Measurement Opportunity
Brand licensing is more than an incremental revenue opportunity for QSRs. It is a branding play that can have multiple benefits for branding, sales and even expansion. Using Cinnabon as an example, Focus explores how putting its legendary buns on grocery shelves and into pizza orders.
Three Tips to Maximize Creative Asset EfficiencyMediaPost
Advertising campaigns for quick service restaurants are a constant. You’re never NOT trying to get feet in the door. In an effort for brands and franchisees to meet audiences wherever they are with exciting promotions, marketers need to create exponential amounts of content, quickly. But quickly doesn't always mean efficiently. Join this session to learn three ways to get the most out of your ad creative and maximize the value of your assets.
The QSR Media Dispersion: Pre, Mid & Post Pandemic – By the NumbersMediaPost
The QSR media mix’s future was pulled forward by three years in April 2020. This was a necessary change and one that has helped the strong survive and grow. In this session, Senior Director of Sales for Simpli.fi, Casey Squier will review foot traffic trends, both nationally and locally, and the shift in ad spend across mobile, display, video, and CTV. He will also discuss a case study with a national QSR who did it right and is thriving in a post-Covid world.
3. Rising Stars Give Rise to New Opportunities
PAID
Expandable
Video Player
300px
X
1050px
OWNED
Interactive
Maps
EARNED
Social
Media
4. Content Represents the Next Evolution in Digital
Brands
Brands Consumers
Consumers
Leverage it
Leverage it Crave it
Crave it
92% 76%
Have or plan to Want exclusive
have a content content and
strategy in place information
5. Success Rests On 2 Core Pillars
CONTENT MARKETING
Aggregating Driving
Consumers to
Trusted Engage & Share
Journalism Content
6. How We’re Aligning Brands with Premium Content
Content Tied to a
Specific Brand
Message
Sponsored Content
Opportunities
Content Easily 100% SOV on all Articles
Distribution Across Integrated Within High
Forbes & Martini Impact Ad Unit
Network
Social
Integration
7. Rich Content + Rich Media
Content Tied to a
Specific Brand
Message
Sponsored Content
Opportunities
Content Easily 100% SOV on all Articles
Distribution Across Integrated Within High
Forbes & Martini Impact Ad Unit
Network
9. Rich Media Units Deliver Valuable Engagement
Interaction Interaction
3x Rate 2x Time
10. Tom O’Regan
Thank You
Thank You CRO, Martini Media
tom.o'regan@martini-corp.com
Andrew Corn
Acting CMO, Dynamics, Inc
acorn@e5aim.com
Join the Conversation
Editor's Notes
The digital landscape has changed greatly over the past decade. From banner ads and email ads of yester-year to rich media today, digital has come along way
IAB Rising Stars really has opened the door for innovation and creativity online. With video and social media integration, brands could now tell a compelling story online vs asking a user to click now, or buy here. We actually discovered an added benefit of one these units in particular, the Portrait. Our advertisers were unknowingly creating a paid, owned and earned media strategy. So what exactly is paid, owned, earned media? Essentially, paid is any media that a brand specifically pays for; search, display ads, etc. Owned is any channel a brand controls; web site, blog, Facebook page, etc. And earned, the most coveted and hardest to secure, is media customers use to help spread the brand’s message; social media, WOM, etc. The key to paid, owned, and earned media is understanding the way that each of the different media types work together and being able to seamlessly integrate and execute a plan that leverages all three elements to achieve the intended goal of the model. It has often been a challenge to do all three simultaneously. However, if used correctly, this Portrait can act as the ultimate paid, owned, and earned media tool. This 300 X 1050 Portrait unit includes state-of-the-art plug and play functionality, delivering a streamlined and impactful brand canvas. With three different modules for brand’s to use as they see fit, this ad unit can feature a compelling brand video while simultaneously incorporating social media elements like Facebook or Twitter feeds. Each module can essentially be aligned to the paid, owned, and earned media strategy. Paid - Leverage the largest module in the IAB Portrait ad unit for brand messaging. This module offers the opportunity to showcase a brand’s video assets with an expandable video player. This provides a beautiful canvas to convey a brand story and build long-term relationships with existing and new customers. Visa used this to promote its’ cross-borders campaign, using Visa in Paris to be exact. Owned - The smaller modules can be used for just about anything. Some brands have used this real estate to conduct surveys, have picture galleries, or even used for content integration, something we have just did exclusively with Forbes. In this case, Visa included an interactive map of restaurants that accepted Visa cards as well as a twitter feed Earned: This module can be used for a brand to interact with customers via photo galleries or live chat. Visa incorporated a twitter feed with their brand and the restaurants participating in the cross-boarders promotion, letting people tweet their own thoughts.
Brands - research from Econsultancy indicates that marketers are already defining content marketing strategies. Consumers want content from brands according to a 2012 Yahoo survey Also – according to a cNBC survey - Consumers are significantly more likely to remember an ad when it was integrated with compelling, meaningful content*
Its not about creating content to sell something or to create for SEO purposes, it’s about aligning your brand with content that emotionally connects with a consumer enough to have them engage and share.
Universal Interaction Rate The percent of users who purposely enter the frame of an ad continuously for at least 0.5 seconds or more Universal Interaction Time The average amount of time users spent on the ad