Digital media influencers needs to be invested in brands -- but not too much.
“We actually believe what we are talking about,” says Joanna Franco, co-creator, Shut Up and Go, in speaking at OMMA LA, about her content efforts around brands. Franco says “that’s what we did with AT&T.” She says influencers needs to be invested in the brands.
Concerning influencers, Tyler Starrine, associate strategy director of Huge says: “You need to give them access to the brand.” For example, she says, that means letting them have the ability to ask questions. Starrine says the wrong approach ...
Ad-blocking and traditional DVR/time shifting behavior have much in common.
Speaking at OMMA LA, Nick Frontiera, account director of Saatchi & Saatchi LA, says about DVRs: “It hasn’t killed the [TV] medium; ad blocking looks to do the same [for digital].”
Dan Davies, director of media sciences of MullenLowe Mediahub, agrees: “Not everyone has a DVR.” And concerning ad-blocking for media users, he says “it’s probably smaller [population] than those that have a DVR.”
Jon Haber, co-founder of Giant Spoon, says: “I wonder if ad-blocking is a symptom of a bigger problem.” Haber says small publishers ...
Higher addressable CPMs can be daunting. But if your clients are seeing significant brand uplift, it’s worth it.
Typical cable network cost per thousand viewer prices can run $15 to $20 CPM. But Jennifer Pelino, vp of brand media, omni channel of 84.51, says addressable CPM pricing for her agency runs around $99.
But in noting one consumer product group (CPG) media deal, Pelino said the brand witnessed a 13% brand uplift. “That is significant to a category that is fragmented. [The client] is now going to add in addressable to their plans.”
Overall addressable ...