Tag: Adweek

AdWeek Event Recaps Masterpost

Posted on by Lab Team

Over the last four days, The Lab attended and covered six NY AdWeek events in total, and here is a round-up. Click on the titles to read more.

Programmatic Sophistication: Riding the Next Wave of Innovation

The IPG Media Lab kicked off Advertising Week bright and early on Monday, attending a panel on the future of programmatic featuring Matt Seiler, the Global CEO IPG Mediabrands; Vivek Shah, CEO and Chairman, IAB; Neil Vogel, CEO, About.com; and Tim Cadogan, CEO, OpenX; and moderated by Alex Kantrowitz of Ad Age.

What Is Newsworthy?

On Monday, Michael Roth, the Chairman & CEO of IPG, moderated an Advertising Week panel with Rebecca Blumenstein, Deputy Editor-in-Chief, Wall Street Journal; David Pemsel, Deputy Chief Executive, The Guardian; Pete Cashmore, CEO & Founder, Mashable; and Greg Coleman, President, Buzzfeed; in which they discussed the future of the news and advertising’s role.

The Future Of Measurement

CBS’ Chief Research Officer David Poltrack, CMO of AOL Advertising Erika Nardini, and IPG Mediabrands’ Global CEO Matt Seiler came together this morning to talk about the future of audience measurement in a hyper-connected, multi-platform world. Representing the three key facets of the market (media companies, digital advertisers, and agencies, respectively), the three panelists debated shifting consumer behaviors and how the industry is adapting to such changes.

Future. Video 3.0

As part of our continuing Advertising Week coverage, this morning we attended a discussion on breakthroughs in audience targeting in cross-platform video advertising. Moderated by Scott Donaton, Global Chief Content Officer & Head of UM Studios, the panelists consisted of Bryan Gernert, CEO of Resonate; Jamie King, CPO of Keek; Andrew Snyder, Video Sales VP of Yahoo; and Matt Van Houten, Ad Sales Director of AT&T Adworks.

Proximity Marketing and Its Future

Continuing our coverage of New York Ad Week, today the Lab attended “Proximity Marketing, Wearables, and the Art of the Possible”, focusing on disruptive technologies and their impact on customer experience marketing. Led by Moderator Andrea Fishman from PwC, the panelists consisted of Fishman’s colleague David Clarke; Andrew Markowitz, Global Digital Strategy Director, GE; Mark Donovan, Chief Operating Officer, Thinaire; and Jordan Grossman, US Head of Sales at Waze.

Reimagine Retail for the Connected Shopper

“Reimagine Retail for the Connected Shopper” is the second Ad Week seminar we attended earlier today. Presented solely by Michael Dill, Managing Partner of Match Marketing Group, the seminar explored the various facets that today’s digitally connected shoppers are reshaping the retail market.

 

Event Recap: AdWeek — What Is Newsworthy?

Posted on by Lab Team

On Monday, Michael Roth, the Chairman & CEO of IPG, moderated an Advertising Week panel with Rebecca Blumenstein, Deputy Editor-in-Chief, Wall Street Journal; David Pemsel, Deputy Chief Executive, The Guardian; Pete Cashmore, CEO & Founder, Mashable; and Greg Coleman, President, Buzzfeed; in which they discussed the future of the news and advertising’s role.

Trust and Mission

Throughout the event, panelists kept returning to the importance of trust—the need to consistently deliver timely but reliable information. Building and maintaining that trust with the audience is a challenge for both traditional publishers and digital upstarts; as Cashmore explained, “new media companies got the business model and distribution right and are now trying to get trust right; others got trust right and are trying to move into digital.”

If “trust” unites publishers, “mission” distinguishes them from each other: Mashable believes its community is an essential part of the platform, whereas The Guardian emphasized its 200-year history and commitment to independence.

Native Advertising

Of course, advertising remains a crucial (though sometimes controversial) revenue source for news publishers. Ideally, native advertising is simply a story about a brand. At Buzzfeed, in fact, “the creative team talks to the client… Sounds kind of like an agency,” according to Coleman. Brand sponsorship can translate into longer lead times and higher production budgets, resulting in high-quality content; Cashmore noted that some of the ads on Mashable are shared twice as much as original content. That said, panelists agreed that it’s important to maintain trust by making clear what’s sponsored content.

Organizational Culture

Attracting the best talent has always been difficult, but the popularity of startups has made it even more of a struggle.   Ultimately, though, it comes back to trust and mission: if people believe in what your organization stands for, they will be inspired to produce the high-quality content publishers seek to deliver.

Event Recap: AdWeek—Programmatic Sophistication: Riding the Next Wave of Innovation

Posted on by Lab Team

The IPG Media Lab kicked off Advertising Week bright and early on Monday, attending a panel on the future of programmatic featuring Matt Seiler, the Global CEO IPG Mediabrands; Vivek Shah, CEO and Chairman, IAB; Neil Vogel, CEO, About.com; and Tim Cadogan, CEO, OpenX; and moderated by Alex Kantrowitz of Ad Age.

Complementing, Not Competing

The hot button topic on everyone’s mind was Facebook’s announcement that it was relaunching the Atlas ad platform. Far from being concerned about a formidable competitor, the panelists believed that having access to more data would be better for everyone involved. As Shah noted, “If they can bring data that makes our inventory more valuable, I think publishers will line up.”

Context and the Audience

Far from mass standardization or “bulk buying” that the term implies, programmatic can actually serve to make advertising more personal and customized. “I loved the simplicity and honesty of a brief, but it always too broad of an audience, ” noted Seiler. “Now you can write those briefs to very specific audiences.” Most importantly, data can provide context to the consumer’s decision-making process. “If we can append data to how real people are behaving, that’s the future for us,” said Vogel.

The New Normal

Just as other marketplaces have shifted to more automated processes, the advertising industry will becoming increasingly programmatic. Yet these changes aren’t anything to fear—if anything, programmatic will simply be the way things are done. Within the next two to five years, in fact, Seigel predicted “session like this one won’t even happen.”

 

Event Recap: AdWeek — Future. Video 3.0

Posted on by Richard Yao

As part of our continuing Advertising Week coverage, this morning we attended a discussion on breakthroughs in audience targeting in cross-platform video advertising. Moderated by Scott Donaton, Global Chief Content Officer & Head of UM Studios, the panelists consisted of Bryan Gernert, CEO of Resonate; Jamie King, CPO of Keek; Andrew Snyder, Video Sales VP of Yahoo; and Matt Van Houten, Ad Sales Director of AT&T Adworks.

Video 3.0 and the Content Business

“Everybody knows mobile is the future, and mobile video is the key to that future”, declared Snyder at the start of the session. This mobile video content has been dubbed “Video 3.0” and is promising for advertisers partly because the viewers of Video 3.0 are measurable and can be targeted. Furthermore, “there is hope for a single content marketplace,” as Gernert noted.

More Helpful & Less Disruptive

The panel also discussed one persistent issue in video advertising—its disruptiveness. “Pre-roll video ads can sometimes be disruptive to viewer experience, and that depends largely on the content,” King noted, as the discussion turned to using behavior data generated by Video 3.0 to determine to the right context for video content.

The bottom line here, as Gernet and Donaton concluded, is that “advertising is the ‘necessary evil’ that fuels the content business”, which, with the improved targeting and measuring capacity of Video 3.0, will hopefully become more helpful and less disruptive.

 

Time Warner Medialab Releases Study on Second Screen Viewing

Posted on by Lab Team

Multi-screen viewing is a buzzy topic for marketers and in an attempt to quantify its impacts, Time Warner Medialab conducted a series of studies on this multitasking behavior.  In almost any case, owners of combinations of TVs, smartphones and computers are likely to multitask while using them, incorporating social media into their viewing experience.  Digital natives have been shown to switch platforms almost 30 times per hour, and this multitasking behavior has been shown to increase emotional engagement and favorability of the advertiser.  The full report is certainly worth a look for marketers interested in second screen viewing and its implications.