• Like to curate advertising -- or maybe something else?

    Maybe future consumer apps will offer more value, even with digital ad blocking programs.

    Speaking at OMMA Boston, Otmara Diaz-Cooper, president/chief executive officer of Diaz & Cooper, believes consumers can then choose what advertising they want to see -- perhaps with the lure of promotional or other value attached.

    “The next be-jillionaire online is going to be person that invents an ad-blocking program that is an opt-in program to where you can block certain ads but allow others... It gives the power back to the consumer.”

    In the consumers’ thinking, Diaz-Cooper says: “I’m willing to quantify ...

  • Agencies: Facebook Messenger Changing Everything
    Yes, what Facebook is doing with Messenger is a really big deal, the experts at OMMA Boston agree. Of course, Facebook is doing a lot with Messenger, these days, but marketers should be most excited about the direct lines of communication it's creating between themselves and consumers, according to Josh Engroff, Chief Digital Media Officer at The Media Kitchen, and managing director of KBS+ Ventures. To this degree, we've "never really had direct communication between brands and consumers," Engroff told OMMA Boston attendees, on Wednesday. As such, "Technology and media are at a tipping point." Among other features, Facebook recently ...
  • Somewhere Between The Attention Span Of A Gnat And 10,000 Years
    That was the time span covered by the "Sustainable Media" panel at OMMA San Francisco. The 10,000 years was the amount of time spent reading by users of Medium. Naturally, that was a cumulative amount -- not the average per user -- said Evan Hansen, head of content labs at Medium. That's a lot more than the attention span of a gnat, which is what Alex Groth, CEO of Gladly, said from the audience during the Q&A session that followed the panel discussion.
  • The White Lie Behind AdBlock Plus' White List
    Ask a panel of ad executives how they feel about ad blocking as both consumers and industry pros and you'll get surprisingly mixed responses. But not necessarily what you'd think they will be. "As a consumer I think I don't like it," Joshua Brandau, vice president-communications strategy at Pereira & O'Dell, said in response to the opening question on the opening panel at OMMA San Francisco Wednesday.
  • Privacy Concerns Will Ease; But Home Data Storage Looms

    Privacy issues will get easier for marketers -- and consumers. A snapshot of a bit of history shows this will probably occur.

    Speaking at OMMA San Francisco, Alan Chapell, principal of Chapell & Associates, predicts by 2021 privacy issues will ease if consumers “see value in the utility and they think there is reasonable chance data is not going to be abused”.

    Privacy from new consumer media devices/products has always been lightning rod -- initially.

    Back in the 19th century, Eastman Kodak developed the first consumer camera -- and some people were up in arms. Many ...

  • Marketing's Math Personalization: What about emotional math?

    Marketing personalization is still in grade school.

    Speaking at OMMA San Francisco, Cory Treffiletti, vp of marketing of Oracle Data Cloud said marketing personalization is too basic right now:  “What we are doing right now is formulaic -- if you show up here and here, I’ll show you this.”

    Treffiletti says marketing personalization success will come from a emotional connection: “We have to get personalization on an emotional level... We have to figure out a formula behind the delivery of a message across multiple channels. We have to find the emotional resonance.”

    He adds: “It’s not ...

  • Ad Targeting As Public Service?
    Across channels, there's nothing wrong with targeting consumers based on their previous behavior, says Scott Symonds, Managing Director at AKQA Media. Say, if someone spends an hour configuring an Audi, online, the luxury carmaker would be borderline irresponsible for failing to incorporate those insights into banner ads that he or she sees in the future, Symonds says. "That's not creepy," Symonds told attendees of OMMA San Francisco, on Wednesday. "If it's done well, it can feel like a service."
  • Cross-Channel Marketing? First, Define "Useful"

    Cross channel marketing may be a misnomer.

    Speaking at MediaPost’s Cross-Channel Marketing Insider Summit, Ben Gaddis, chief innovation officer of T3, says it is not about “channels” but about “experiences.

    “That is what consumers are looking for,” he says. Gaddis adds consumers are not all forgiving about this: “They don’t care if you can’t figure it out.” Consumers have even higher expectations from marketers than ever before, he says.

    Marketers should just make sure their products are “useful” and then “get out of the way.”

    Gaddis' agency then decided to define the word “useful.” ...

  • Where The Best Planned Ads Go Wrong
    In the social world we're living in today, the best algorithms can't help brands that fail to monitor the context in which they're ads are being served. "If something [negative] happens in a social channel, your best ad could turn into an absolute nightmare," said Amy Bartle, Director of Media & Digital Marketing at La Quinta Inns & Suites. Across social channels, consumers want to be able to reach out and get an "immediate response," Bartle told attendees of MediaPost's Cross-Channel Marketing Insider Summit, on Thursday. A tone-deaf ad is the best way to make a bad situation worse. Put ...
  • The Patchwork Of Programmatic Law
    What is programmatic law? "It's a patchwork," according to Gary Kibel, Partner at the law firm of Davis & Gilbert. "A lot of it is contractual," Kibel told attendees of MediaPost's Programmatic Insider Summit, on Monday. Also, "The federal trade commission is very involved in this [space]," Kibel notes. On the bright side, Kibel believes the FTC is "coming around." Yes, "They are learning," and the reality that data is now coming from a slew of sources is finally dawning on the government agency. Oh, and remember that when it comes to the various laws that have been proposed, definitions ...
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