Know the Right Places and Times for Consumer Engagement

Brands acknowledge that there are better ways to reach and talk to customers than the techniques we’ve used in the past.

The above video interview is from the Effie Awards judging event in NYC.

Sponsored by
brands, agencies, social marketing, online video, tumblr, pinterest, facebook, youtube, content marketing, consumers, eyeballs, display advertising, ana, association of national advertisers, iab, 4as

Brands acknowledge that there are better ways to reach and talk to customers than the techniques we’ve used in the past. For Barb Goose, EVP at Digitas, those goals are achieved by delivering insightful messages to highly targeted audiences with “in the moment” relevancy.

Goose sees the smartest companies thinking about targeting and retargeting to find the right people and delivering a personalized message. One-offs are less effective than smart, branded content used on multiple channels, such as social and mobile, in a consistent, integrated way.

In this interview, Goose illustrates her points with information on work with client Harley Davidson to encourage more women to ride its motorcycles. The engagement process starts with an understanding of who the women are and how they spend their days. The core messages seek to take away the scare factor for women, so Harley seeks women who ride and are in the target audience’s social circles to serve as active or passive influencers to facilitate sharing of the educational information.

Goose also speaks of the new definition of CRM. She cites companies pivoting their loyalty programs by going from an emphasis on points to integration of social, mobile and other channels. Databases, she comments, can be used in partnership with people’s behaviors with the goal of providing personal responses in real time.

Delivering Content Marketing to Where Your Customers Are

Content marketing is a developing methodology with a growing choice of channels and ways for consumers to discover, categorize and share content.

The above video interview is from the Effie Awards judging event in NYC.

Sponsored by
brands, agencies, social marketing, online video, tumblr, pinterest, facebook, youtube, content marketing, consumers, eyeballs, display advertising, ana, association of national advertisers, iab, 4as

Teal Newland, VP, Group Director of Brand Content at Digitas’ 3rd Act, observes that content marketing is a developing methodology with a growing choice of channels and ways for consumers to discover, categorize and share content. It can be most successful when it both resonates with consumers and is delivered through channels in which they are currently engaged.

Brands may turn to content partners to help them evolve their core messages. Newland cites Delta Airlines partnering with TED to develop conversations about improving travel as part of its Keep Climbing campaign. Content from TED on Delta’s Facebook page offers a way to get consumers into a different mode of thinking and generate suggestions. The collaboration takes the conversations beyond legroom and beverage choices with topics such as human spatial alignment, reaction to colors and how cities are constructed.

Newland discusses the need for brands to invest at the top of the funnel and not just at the attributable click. Ads and content are not mutually exclusive, with content offering a means to amplify ad messages. However, it’s hard for many brands to invest in content and storytelling, as opposed to limiting themselves to activities with a direct drive to sales.

Upfronts for Online Media

Broadcast television has the upfronts. Online media outlets and content producers have the onfronts.

Broadcast television has the upfronts. Online media outlets and content producers have the onfronts.

Frequent ScribeMedia partner Tilzy.tv is producing the first annual Onfronts.

OnfrontNYC is the first-of-its-kind tent pole event designed to articulate the advertising value of online entertainment by pooling the knowledge and resources of the leading digital entertainment companies.

This exclusive event will take place at New World Stages in midtown Manhattan on June 9th at 2PM with showcases and presentations followed by a cocktail reception. It is opened to members of the press, media planners and select content partners.

Content partners include CBS Interactive, IFC/Sundance, Generate, Vuguru, Atom.com, Blip.tv, MyDamnChannel, DECA, EQAL, Revision3, and more.

A keynote by Jordan Levin of Generate will kick off a panel on video monetization moderated by Brian Stelter of The New York Times followed by presentations from each of our content partners.

Contextual Media and Advertising

The world is becoming an ever-growing contextual media and information experience. Consumers get to watch TV news shows that lean to the left or to the right depending on how they like it. And on the web, the degrees to the left and to the right can be calibrated down to the millimeter.

Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms

The world is becoming an ever-growing contextual media and information experience. Consumers get to watch TV news shows that lean to the left or to the right depending on how they like it. And on the web, the degrees to the left and to the right can be calibrated down to the millimeter.

Radio is broken down so that stations can reach and satisfy a distinct and unique group of listeners and the web can drill down even further than that. The web is able to distill the users experience to actual needs, to the actual and definable likes and dislikes of each and every consumer.

While the system has yet to be perfected, the learning curve of contextual media content to the consumer along with its advertising and commerce-based partnering activities is moving right along. The personalized relationship between media and advertising has always been with us.

Families watch TV shows that advertise soap and teenagers watch shows that advertise cola. But the degree of personalization and how fast it arrives is presenting an interesting set of musical chairs for the media, advertising and content industries. It is an interesting time.

Panelists

  • Greg Johnson, SVP Executive Creative Director & Head of Digital, William Morris Agency
  • Scott L Brown, SVP Strategy & Digital Platforms, The Nielsen Company
  • Matt Freemen, CEO, Betawave
  • Jason Witt, General Manager, MTVN Digital Fusion, MTV Networks
  • Scott Ferris, Senior Vice President & General Manager, Emerging Media, Microsoft
  • Paul Joachim, Senior Vice President, Operations, Vibrant Media, Moderator

Our coverage of Digital Hollywood would not be possible without the support of our sponsors, who support our mission to share educational content for the benefit of the media, film, broadcast, online video and advertising communities:

  • Adobe: creator of flash and flash media server;
  • Ooyala: live and on-demand video platform for organizations and individuals that produce video;
  • Telestream: live video webcasting software for Mac and PC;
  • ProFlixSales: production equipment for the video production community;
  • Highwinds: content delivery network for live and on-demand video;
  • LiveU: mobile video broadcasting solution;
  • ioStor: data storage for media professionals.