Results tagged “Jonathan Perelman” from IABlog

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In this, the first installment of the blog series, IAB asks 2014 Digital Content NewFronts founders and presenters to explore the relationship between digital video and traditional television, by answering the question:
In what ways do you see digital video filling in gaps that are being created in classic TV and/or creating new information and entertainment modalities?

Jack Bamberger, Head of Agency and Industry Relations, AOL
I don’t look at it as digital video filling gaps verses classic TV. We look at it as connecting it all. This is about connecting advertisers, creators, publishers, consumers, and really the connecting of digital and TV. That is what we see as the future, and that’s what were very, very excited about building toward with AOL video. This is about connecting, nothing more, and in fact, the theme of our NewFront this year is “Connected.” Because that’s really what it’s all about. It’s about all of this convergence that’s going on. It’s about cross-screen. We don’t even use the word “mobile” at AOL. We use the words “cross-screen”, because we look at this holistically. As an example, AOL is on 17 different over-the-top devices. I only see that number increasing. 

Ben Dietz, VP Sales & Business Development, VICE Media 
Broadcast TV, by definition, has to be broad in its appeal. Digital video, because it can be made inexpensively and it can be made by niche groups, means we can tell everyone’s story. We can tell stories that are the most compelling, not just the most widely appealing. Second, digital video can be used in conjunction with other technologies to tell a new kind of multi-layered story… Digital video allows us to incorporate social; it allows us to incorporate events; it allows us to incorporate disparate personalities in a way that the broadcast medium and linear formats don’t. For our partner AT&T we made a film called The Network Diaries. It’s based on a true-life event that’s brought to life as a scripted recreation. If you text in a short code prior to the film’s beginning, you get text messages that correspond to developments in the film.

Jason Krebs, Head of Sales, and Erin McPherson, Chief Content Officer, Maker Studios
Krebs: There are new connection points with consumers. But it’s also just as much about the technology and the screens. People are walking around with them in their pockets and their backpacks, so the combination of those two things became very important. Then, something that not a lot of people talk about is you really couldn’t get what was on your TV on the screen in your pocket. 
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McPherson: The way digital is filling gaps is very nuanced. One, the move to digital by consumers is keeping pace with the massive platform shift to mobile. Two, there’s a new genre that digital captured and that’s short-form. Short-form content and storytelling is something that was born really on digital platforms, and it’s become a major consumption point especially for younger audiences. They are playlisting content in the way we all playlist music. And short-form storytelling is really coming into its own as a genre. So there is the mobile shift. There is short-form. There’s video on-demand. Digital really enables non-linear viewing and on-demand viewing in targeted way that tradition television cannot. 

Jonathan Perelman, GM of Video & VP Agency Strategy, BuzzFeed
Digital video is different than television, and the advertising that works on each platform is very different. At BuzzFeed just about 50% of our video views come on a mobile device. What we believe is that we can create really compelling videos, and we do create really compelling videos. We can do that for brands as well, and we’ve done that. So what’s interesting to me is to look at ways that brands can tell great stories using video that’s different from television. It really focuses all on sharing. You think about why someone will not only engage with video meaning to watch it but also then ultimately to share it. I think that’s the highest marker, saying, “I like this, you’ll like it.”

About the 2014 Digital Content NewFronts

Each year, thousands of people attend the Digital Content NewFronts to witness great new original video content, learn marketing best practices, and hear headline-grabbing announcements about partnerships that will change the course of the digital medium. This powerful series of presentations proves that digital video is the right place for brands to engage with consumers because consumers are engaging with digital video. Presenters include AOL, DigitasLBi, Google/YouTube, Hulu, Microsoft, Yahoo, and more. Learn More & See Schedule

IAB Cross-Screen Marketplace, Spotlight: Video, May 15, 2014
If you’re interested in digital video, IAB is bringing together thought leaders from both brands and agencies for the IAB Cross-Screen Marketplace. We’ll reveal how the buy and sell side are partnering to develop, deploy, and evaluate the success of multi-screen/multi-channel content and brand experiences, and the increasingly powerful role video is playing in this revolution. Learn More & See Agenda

Social Media: Planning for Real Time in Sports Marketing

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At the IAB’s Social Media Agency Day last month, held in the beautiful offices of AppNexus in New York City, I had the honor of moderating the sports marketing panel. The event’s title, “Social: Planning for the Real Time,” was apt given that sports is a highly conducive venue for real-time marketing. That is especially the case with social media marketing, which, increasingly, requires marketers to be constantly on their toes, ready to take advantage of any important moment — or relevant opportunity within or around a sporting event — in which their brand could potentially benefit or add to the evolving story of that game, match or event. In short, the combination of sports, social media and real-time marketing are a potent elixir for savvy markets and brands wishing to tap into consumers’ insatiable demand for smart, visually appealing content.

I led a discussion with three distinguished panelists. We discussed a number of topics related to real-time sports marketing, but first, we had to get the obvious out of the way: Oreo’s now-famous Super Bowl blackout ad. While the Oreo ad featured prominently in much of our discussion about how social media and real-time marketing are changing sports marketing — for better and worse — the panelists quickly made it clear that the ad shouldn’t live in a vacuum. The reality of real-time social media marketing in sports is that it’s not just the big, epochal moments that make for great marketing opportunities for brands. It’s what you do to integrate your brand within the broader context of the sporting event between the pitches, between the downs and after the whistle blows that sets the digitally savvy brands apart from those that allow themselves to be bystanders.

I asked each sports marketer to reflect on what real time marketing means to their organization, how social fits into the equation and how success is measured.  Below is a synopsis of each of their thoughts on how real-time social media marketing is altering the sports marketing landscape, with some of their favorite examples.

Marla Newman | Senior Vice President of Sales | Fox Sports Digital

Real time marketing means engaging with our fans in a way that enhances their viewing experience, their sports knowledge and/or their fandom. Social is the most effective vehicle for real time marketing — in fact they are synonymous.

In terms of inserting ourselves within non-obvious real-time marketing situations, it’s important for us to extend the relationship they have with our brand and our talent on-air and deepen that relationship. It’s important for us to be relevant to their sports experience, which enables us to be considered the go-to source of info and continue to make sports fun. 

Fox_Sports_Logo_KT_blog.pngWhat does success look like? I don’t think anybody has cracked this code yet. We can only look to show increases in the number of our fans engaging — tweet, re-tweeting, taking any form of action then we are heading in the right direction.



Tweet_your_heart_out_KT_blog.pngJonathan Perelman | Vice President of Agency Strategy and Industry Development | BuzzFeed

Social media is all about real-time. I think real-time marketing is quite simple: it’s capturing a moment in a natural and organic way.

Tricks don’t work in social; the consumer can see right through it. To be good in real-time social media marketing, brands need to capture a moment and evoke emotions.

MLB_image_KT_blog.jpgThe concern is that marketers will try too hard and will want to turn every event into a real-time marketing opportunity; that simply won’t work. I love a BuzzFeed example in which we worked with MLB 2K13, the video game that launched around the start of the 2013 Major League Baseball season. 

BuzzFeed_image_KT_blog.pngAnother good example with BuzzFeed is work we did with the NHL around the playoffs in 2012. Leveraging known tent-pole events and allowing great content to find its audience served both brands well.

Tide_image_KT_blog.pngAs for a non-obvious situation, I’m impressed with the Tide newsroom. Tide quickly took advantage of a crash at the Daytona 500, where the crew used Tide to clean the crash site. Tide aggressively used a spontaneous moment and filled the social Web with organic, timely content.

Success on the social Web is about sharing. A key metric in that respect is how often a piece of content is shared/reproduced on the social Web. It’s very difficult to simply make something go “viral.” Creating shareable content that captures the moment and evokes emotion is what works on the social Web. These qualities are what make sports so much fun to watch and talk about.   


Patrick Albano | Vice President of Sales | Mobile and Innovation, Yahoo! Sports

Yahoo_image_KT_blog.pngWe have taken a few interesting approaches to real-time marketing that have helped brands scale this concept. Brands reacting quickly and pushing content or commentary out over social channels is attractive. But we find it’s difficult to scale and sustain this strategy. We have developed ways to help brands understand the stories that are going to go viral before they do and have been able to attach a brand to that content as people start talking about those topics and sharing relevant content. Imagine if we could have told the Oreo team there was a blackout coming and allowed them to prep their integration ahead of time?

A good example of this was the work we did with a wireless service provider for last year’s NCAA tournament. Our editors created “bundles” of content in real time based on the major sports stories in the new. We integrated the brand into the story that day, so all of the discussion and sharing that occurred around the story included the brand.

Another great example is our Smart Ads program, which a large beer brand took advantage during the 2012-13 fantasy football season. The actual ads within the game updated in real time with the names of teams and scores from the previous Sunday’s fantasy match ups, sparking smack talk sponsored by the brand.  

Football_image_KT_blog.jpgSuccess for these campaigns comes in the form of engagement and earned media. We see up to 20 times the engagement lifts with the real-time personalized ads. By attaching to content that’s already being shared and discussed the brand “rides along” and earns media without having to have a news desk or clever social media manager. We’ve also seen 2-3 times the lift in purchase intent and brand favorability based on the brands being able to relate in real time.

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This is the third in the blog series that provides an overview of discussions from the April 3, 2013 “Social - Planning for Real-Time” Agency Day including ways that Travel, CPG, Sports, and Auto have planned social for real-time to make their marketing dollars work harder, and is also a part of IAB Social Media Committee member initiatives focusing on the intersection of Social with Paid, Owned, and Earned Media Best Practices. For more information, contact Susan Borst, Directory Industry Initiatives, IAB - [email protected]. #iabsocial 
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About the Author


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Keith Trivitt

Keith Trivitt is the Director of Marketing and Communications at MediaWhiz where he focuses on strategy, brand, partnerships and the company’s narrative. He is a member of the IAB Social Media Committee and can be found on Twitter at @KeithTrivitt.

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Content Marketing: Who's The Boss?

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Leading publishers and technology providers discuss innovative, collaborative content sharing efforts

While it is the year of data, mobile, and the snake, 2013 also continues to revitalize the age-old trend of content marketing and syndication. It seems these ideas are so old they’re new again.

John Deere has been doing it since 1895 with “The Furrow,” so what is making content marketing so attractive now to the modern marketer? While there is no clear cut definition of content marketing, I would put forth that it is content created by a brand, that even if the branding were removed, that the content would still be valuable and engaging to a reader. If done well, it creates positive brand connotation. And if we work with that definition, it makes sense that the modern marketer (much like the modern publisher) wants to get the attention of content-ravenous consumers, most of whom have one or more devices attached to them at any given moment with which to consume.

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CM Town Hall Kontera.jpgiabcmjoepanel.jpgLast week, the IAB held a Content Marketing Town Hall to foster a discussion around both the concerns and opportunities publishers have in the content marketing and syndication space. The IAB AdLab was packed to the brim. Publishers came with some fears about brands honing in on the content business. To open the day, Andrew Susman, President & CEO of StudioOne and ICSC Board Chairman, reminded us with calming voice that,iabcmforbes.jpgiabcmMinniumMartini.jpg“Currently the industry sees branded content as a type of media buy, but actually it’s a type of content. If you bring audience to branded content - you get content marketing.” 

Joe Pulizzi, Founder of the Content Marketing Institute, delivered the opening keynote of the day, outlining the opportunity for publishers and brands to work together to deliver relevant content to consumers, whether branded or editorial, because, as Jonathan Perelman, VP Agency Strategy and Industry Development at BuzzFeed later noted, “Great content finds its audience.” So it seems that the name of the game is getting engaging content in a place where your readers will consume it, whether you’re a publisher embracing branded content on your site, or you’re looking to syndicate out your editorial content to brands. 

One concern did resound in the room around advertorial content. Should there be guidelines that clearly denote advertorial content? Do ethical standards need to be set for branded content and along with it, best practices on transparency and disclosure? Do we need to create sponsored content labeling conventions? And especially as automated platforms serve up content, how can we ensure that we’re seamlessly integrating advertorial content but not duping readers? The need to ensure will undoubtedly be an ongoing conversation within the IAB, among our membership, and in the industry as a whole.

Download Content Marketing Insights from IAB’s January 2013 Town Hall 

The IAB Content Marketing Town Hall was held on January 24, 2013. Moderated by Susan Borst, Director, Industry Initiatives, IAB, the following industry leaders presented at this IAB member-exclusive event:

Amy Hyde, Product Strategy & Business Development R&D Ventures, New York Times Company

Andrew Susman, President and CEO, StudioOne; Board Chairman, ICSC

Asli Hamamci, Director, Digital, Mindshare

Bill Powers, EVP - Corporate Development, Swoop

Brett Curtis, Global Business Director, Thomson Reuters

Greg Cypes, Director of Product, AddThis

Hal Muchnick, President, Kontera

Joe Pulizzi, Founder, Content Marketing Institute

John LoGioco, SVP & GM, Outbrain

Jonathan Perelman, VP Agency Strategy & Industry Development, Buzzfeed

Ken Zinn, DVP of Marketing - Online Business Unit, Sears Holding

Mark Howard, SVP - Digital Advertising Strategy, Forbes Media

Michael Goefron, Director of Operations, Unruly Media

Peter Minnium, Head of Digital Brand Initiatives, IAB

Shafqat Islam, Co-Founder & CEO, Newscred

Skip Brand, CEO, Martini Media

Tim Clark, Corporate Blogs Editor-in-Chief & Social Media Strategist, SAP


 About the Author

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Julie Van Ullen

Julie Van Ullen is the Vice President of Member Services at the Interactive Advertising Bureau. Ms. Van Ullen oversees member acquisition, participation, and retention programs. In addition, she works with designated member leaders to develop strategic, market-marking initiatives for execution within IAB’s Committees and Councils.

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