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Beth Donnelly Egan

Member since January 2001Contact Beth

Beth is an Associate Professor of Advertising at Syracuse University’s S.I. Newhouse School of Public Communication. As a 25-year vet of the advertising media industry she led the strategic media planning for brands such as Coca Cola, AT&T Mobility, Kraft/Nabisco and L’Oreal Paris at leading media agencies MEC Global, MediaVest and UM. She now leads the Media Planning curriculum at Newhouse and is the author of "Media Planning Essentials, A Guide to Communications Planning." Her research interests include Native Advertising, Cross Media Synergy Effects and the Economics of Media Buying in the World of Big Data. Skilled at providing strategic communications solutions built off of sound business analytics, her solid understanding of the holistic business situation has delivered creative, unique approaches to the marketplace. She is the President of the Alliance for Women in Media, NYC Affiliate and on the board of Pencils for Kids, Inc. She earned her Bachelor of Science in Advertising from Syracuse University and an MBA from Southern Methodist University.

Articles by Beth All articles by Beth

  • The Funnel Isn't Dead -- It Just Went On A Diet in Publishers Daily on 06/15/2017

    Despite the fact that people are consuming more media than ever (just as we are consuming more wine than ever), we are consuming it in smaller chunks. The legacy broadcasters, publishers and news organizations were built on providing consumers in-depth, well-produced, quality content. But we're seeing less time being spent with traditional channels as people shift to more digital versus linear experiences. Today we're consuming more YouTube videos, Snaps, Tweets and Facebook Instant Articles. These smaller bits of content, much of it user-generated with lower production values, creates an environment where the total experience is less important and people become focused on smaller, incremental distractions -- in essence, snacking on content. What we haven't paid as much attention to is that we're also snacking on product purchases.

  • Is AI Limiting Users' Web Site Choices? in Publishing Insider on 05/04/2017

    Artificial intelligence is either going to wrest control of advertising and marketing back from the grips of the consumer - or it is going to destroy civilization. At least that's what you might think after reading the tsunami of discourse on AI since CES 2017. But, as with most things, if we fail to learn history, we are doomed to repeat it. AI is not the first technology going to destroy life as we know it.

  • The Creative Promise Of Programmatic in Publishing Insider on 03/23/2017

    With more than two thirds of digital display already being spent in programmatic and growth estimates in the 20%-25% range over the next two years, it's no longer a matter of whether or not programmatic is the right thing to do. Instead, it's a matter of how to do it right. On that front, the problem is we've been leveraging programmatic as a better way to buy media, when in reality, it's a better way to create great advertising. To all the creatives eye rolling at "media is the new creative," sorry, guys (and gals): The reality is, it's true.

  • Does Facebook Have Its Back Against The Wall? (Of Its Own Garden) in Publishing Insider on 02/23/2017

    Many have repeatedly warned of the imminent demise of Facebook - whether as a social media network, media company or ad-tech firm. However, time and again, these naysayers have been proven wrong. Whether you love him or hate him, Mark Zuckerberg continues to steer a company that has become a chameleon in what I call our "neo-media" world.

  • In A World Of Fake News, Is Advertising Now More Truthful Than Journalism? in Publishing Insider on 01/12/2017

    "Congress shall make no law... abridging the freedom of speech, or of the press." Those words are part of the foundation on which this country was built, what defines us as Americans. But that was before social media gave all citizens the ability to send their words out to millions just by clicking a button. Our founding fathers wanted a country where people had the right to question their government. A free press was critical in ensuring that. But a free press has led us to a world of fake news, where that right extends to allowing citizens to say whatever, whenever. That leaves us to grapple with the consequences of these decisions - notably, how should we address the issue of fake news?

  • The Natives Are Restless in Publishing Insider on 11/22/2016

    In my last column, I shared some proof points to demonstrate the positive impact of native advertising. These were met with not only skepticism and doubt but downright anger. Most of the dissension was centered around the issue of deception.

  • Why Native Advertising Is Great Advertising in Publishing Insider on 11/04/2016

    One of the hottest debates in media today is centered on native advertising. As an advertising professor at the S.I. Newhouse School of Public Communications, I sit in the middle of that debate. With advertising and public relations professors on one side and journalists on the other, it's clear that everyone has their version of the facts. In an effort to rise above the American political discourse, I'll put forth the top five reasons why native advertising is the best thing to happen to the media industry now and for the future.

  • Building Personal Relationships Through Data  in MediaDailyNews on 04/28/2016

    When it comes to brand relationships, it's not about the product, but the value the brand brings to each encounter.

Comments by Beth All comments by Beth

  • The Funnel Isn't Dead -- It Just Went On A Diet by Beth Donnelly Egan (Publishers Daily on 06/15/2017)

    Agree Dan!

  • The New Ad Trifecta: Data, Agency, TV by Cory Treffiletti (Online Spin on 05/24/2017)

    As always, well said Cory. One of my favorite quotes is from T.S. Eliot from his 1934 play, The Rock, "Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information"?

  • Is AI Limiting Users' Web Site Choices? by Beth Donnelly Egan (Publishing Insider on 05/04/2017)

    Hi Craig - AI, as a broad term, can be applied in many different ways to many different industries. But when it comes to media and publishing, I agree that in some ways you could call it Search 2.0. The consumer doesn't necessarily actively search but if they are fed content based on indicated interests, then that is a form of search. Much of the fear around AI is that it will begin asking its own questions. Us older folk liken it to HAL in 2001: A Space Odyssey. Younger generations may prefer the computer in her, the Spike Jonze film. However, what I am primarily referencing here is how AI can be used to fuel the pages we are fed online. In that sense, publishers are looking to feed content that they believe will be more interesting to you and keep you on the site longer. In that case, the consumer hasn't actively searched for something.

  • Why Native Advertising Is Great Advertising by Beth Donnelly Egan (Publishing Insider on 11/04/2016)

    Gregg, thank you for your comment and for apparently reading the third paragraph.

  • Can Media Owners And Sellers Become Agencies, Before Agencies Become Media Owners And Sellers? by Dave Morgan (Online Spin on 03/03/2016)

    These are all excellent points. And I agree with Mark that you increasingly see media companies boldly offering services that were traditionally the role of the agency. Agencies need to look internally and ask themselves why are clients willing to pay the media sellers to own the customer journey end to end while simultaneously cutting agency fees (ergo staff). The agency model is in jeopardy, which is why I increasingly encourage my students to go work for the media companies. Anyone hiring?

  • Please, Like, Don't Say 'I Think' Anymore -- Ya Know? by Cory Treffiletti (Online Spin on 07/28/2015)

    Thank you Cory. A much needed reminder for young and old alike.

  • Media On Ephron by Joe Mandese (MediaDailyNews on 10/15/2013)

    I had recently discovered that www.ephrononmedia.com had been shut down. The valuable content should not be lost. I recommend an effort to reestablish the hosting of the site and ensure that his knowledge continues to be a part of the conversation. I am happy to help/contribute.

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