Results tagged “Martini Media” from IABlog
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.
Last 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,“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.
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
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.
As Internet Week finished up in the Big Apple last week, one of the hottest topics in the marketing world continued to revolve around paid, owned, and earned media. Whether it’s being discussed on stage by industry veterans or chatted about by media planners over insanely priced cocktails, it has become the focus of every brand’s marketing strategy.
So what exactly is paid, owned, earned media? The characterization varies depending upon whom you ask, but Forrester provided a pretty solid definition for the model. 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, one of the IAB Rising Stars can act as the ultimate paid, owned, and earned media tool.
Launched over a year ago, the IAB Portrait is a premium ad unit that offers marketers a rich creative canvas to socially engage users with sight, sound and motion. This 300 X 1050 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. Here are a few ideas you should consider to achieve success from this model.
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.
Example: A car company showcases its latest model through engaging video.
Owned - The smaller modules can be used for just about anything. Some brands have used this real estate to conduct surveys or incorporate maps. To make the most out of earned media, a brand can integrate it’s own Facebook page or include a live Twitter feed.
Example: A car company includes a Find A Dealer application that allows users to search for dealers within their neighborhood, directly in the ad unit itself.
Earned - Getting customers to spread the message is never easy. But with modules built into the ad unit for sharing about a new product or service directly under the brand message itself, it is almost a natural fit. This module can be used for a brand to interact with customers via photo galleries or live chat.
Example: A car company let’s potential customers customize the features of a new car model and share the finished product with their social network.
No matter what you choose to do, the IAB Portrait’s blank canvas offers endless opportunities to create a successful paid, owned, and earned media strategy.
About the Author
As the Director of Marketing Communications for IAB member company Martini Media, Michael Goldberg oversees corporate branding and messaging, ensuring Martini Media is well positioned in the marketplace. In his role, Michael works with the team to produce, measure and grow marketing campaigns across multiple channels.