• Leave It To Sporting News To Come Up With A Quarterly Metaphor For RTB
    Timing is everything, right? Especially if you're a publisher deciding whether to participate in open RTB vs. private exchanges. And it's not a real-time kind of timing, but a quarterly one, according to Richard Routman, Chief Revenue Officer of Sporting News Media. "It depends on the quarter," Routman said during "The Revenue of Quality" panel at OMMA Chicago this afternoon. If it's the first- or second-quarter, when publishers might be a little more hungry to fill unsold inventory, Routman said they might be a little more open-minded about open RTB. Come third- or fourth-quarter when they're at a greater capacity, ...
  • Site Visitors Respond Well To Soft Sells
    For better consumer engagement, direct marketers would be wise to, um, slow their roll. As part of a broader site redesign, for example, Cancer Treatment Centers of America stopped insisting that every visitor contact them immediately. Instead, the private, for-profit treatment provider encouraged visitors to stay in touch, and contact them when they're ready, according to Dana Demas, Manager of Engagement Content at the CTCA. The point is engaging consumers "on their own terms," Demas told attendees of OMMA Chicago, on Tuesday. According to Demas, the approach has achieved low bounce rates, along with higher site traffic and engagement levels. ...
  • A Client's Programmatic Dilemma: Managed Vs. Self-Service
    Heather Dumford, That's the Hobson's Choice for many brand marketers considering how to handle their programmatic media-buying, ConAgra Foods Media Director-Global Marketing Heather Dumford said during the "Programmatic Branding" panel at OMMA Chicago this morning. "Do we stick with our managed service model," she posited, or does a client move more toward a self-service model. She didn't go so far as to utter the IH word, you know, "in-house," but she certainly implied it is part of the thought process.
  • Leo Burnett Dishes On "First-Of-Its-Kind" HuffPo Partnership
    When Leo Burnett announced a deal with Huffington Post, earlier this month, the pair positioned the partnership as the first "agency and publisher alliance poised to reinvent how people engage with brands." On Tuesday, Mark Renshaw, Chief Innovation Officer at the Publicis unit, elaborated on said reinvention. For agencies and publishers, it's a "new way of working," Renshaw told attendees of OMMA Chicago. "We bring our data about brands," while HuffPo brings its data about what its readers are reading and watching, he said. Focused on improving processes, Renshaw said the partners have already reduced the time it takes to ...
  • Help Art Help Programmatic Help Art Help Programmatic...
    Adding art to programmatic advertising leads to some natural paradoxes, concedes Jim Kiszka, Senior Manager of Digital Media at Kellogg Co. For instance, the goal might be to infuse better creative into the digital media landscape, "but that requires better technology," Kiszka told attendees of OMMA Chicago, on Tuesday. Rather than a burden, the "wealth of knowledge [produced by ad technology] is a creative springboard -- not an ankle weight," Kiszka said. Rather than a buzz kill, programmatic is providing the chance for creative to shine by better reaching bigger audiences, Kiszka added. "Compromises are a must, but in the ...
  • Wearables Driving Frictionless Sharing (And Infinite Embarrassment)
    Setting the stage for all sorts of inappropriate and highly embarrassing communiqus, marketers and gadget makers are determined to remove the "friction" from the sharing of information. Yes, no matter how ill-advised, brands and consumers are "entering a world of frictionless sharing," Greg Getner, Planning Director at Y&R Chicago, told attendees of OMMA Chicago on Monday. Friction, to be clear, is anything seen as slowing the sharing of information like, say, the time it takes to remove a smartphone from one's pocket. As such, wearable gadgets -- like the forthcoming Apple Watch -- are seen as big friction reducers. Whether ...
  • All To Get Her Now
    There are lightbulb moments, and then there are lightbulb moments. For Kat Dudkiewicz, a senior art director at Frequency540, who was briefed with her copywriter partner to develop a new campaign for client Caterpillar Foundation to create a summit drawing a variety of girl power groups under one theme and organizing principle her Big Idea started with a small one: Just bringing them all together. What's creative about that? Think about the roots of that word -- you know, together: to get her.
  • Wearable technology: What mood are you in?

    Speaking at the OMMA Chicago: Art & Science of Digital Advertising, Greg Getner, planning director for Y&R Chicago,
    says the next wave for personal device using will be more “frictionless sharing.”

    "Technology will be reducing that friction," he says. “I still have to take out my phone.” But he adds that content providers will be looking to make content more “glance-able.”

    Not only that, but Getner says ‘geo-fencing’ in devices will better clue users when approaching others in determining, “not only where you are, but what mood you are in.”


     
  • Do Emotional Connections Require More Than 30 Seconds Of Streaming?
    When it comes to video advertising, length and context (i.e., platform and placement) have a huge impact on the message you're sending. For example, you're highly unlikely to achieve a complex emotional connection with consumers in less than 30 seconds, according to Hannah Pavalow, Senior Client Service Analyst of the Publisher Group at Millward Brown Digital. "You need 30 seconds or more," Pavalow told attendees of OMMA Chicago, on Monday afternoon. Meanwhile, "Be aware of where you're advertising, and what types of video are going to work best," Pavalow noted. Specifically, desktop and mobile experiences are "going to be very ...
  • Why Brand Voice Is A Lot Like Porn
    What does the idea of brand voice bring to mind? For Tom Lillig, Director of Brand Management at Stone Ward Advertising, it's a lot like pornography. "You know it when you see it," he told attendees of OMMA Chicago on Monday. In order to properly represent clients and their voices, however, Stone Ward relies on "brand education campaigns" to initiate all staffers in a position to represent the brand on any channel. On the topic of brand voice, Melyssa Banda, Senior Director of Product Marketing at WD, thinks everyone needs to loosen up. "Brands can't be sterile," she said. "They ...
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