Buzzfeed CRO Andy Wiedlin said if brands can’t always be prepared to come up with the equivalent of the Oreo tweet during the Super Bowl, he said they can focus on 'planned spontaneity.’ As an example, he pointed to Tide’s ad in the last Super Bowl, which featuring Joe Montana, or at least his likeness. Wiedlin pointed out that Tide only had two weeks before the game to come up with the creative after learning the Ravens and the 49ers were in the Super Bowl. That ad, in which Montana’s image appeared as a miraculous stain on a 49er’s fan’s …

How important has real-time content become? It’s become paramount for The Wall Street Journal, which has fused its newspaper and wire service into a single organization for breaking news, noted Romy Newman , head of digital advertising and integration, at the Journal. Also peaking at OMMA Global panel on what shift to 'real-time’ means for media, Andy Wiedlin, CRO at Buzzfeed, acknowledged it’s hard for brands to adapt to the always-on environment, but that’s where new marketing opportunity is emerging. Newman pointed out that the Journal has been fortunate in having a paid subscription model so it’s …

On the heels of a court ruling that is expected to help Pandora cut royalty costs, Pandora's stock recently hit an all-time high. Still, MediaPost columnist Bob Garfield doesn't quite get why the market is so smitten with the Web radio service. Luckily for any investors at OMMA Global, Tim Westergren, founder and Chief Strategy Officer at Pandora, is happy to explain the company's worth. Per week, the service accounts for more than 15 hours of the average American's time, according to Westergren. "Consumers love this platform," he said. "It's that simple." Oh, and Pandora is deadest on making more …

Did you know that, per month, Pandora streams more hours of music than YouTube streams video? So Tim Westergren, founder and Chief Strategy Officer at the streaming music service just told attendees of OMMA Global. That's great, but not so attractive as an ad platform if no one's looking at the service. (During his interview with Westergren, MediaPost columnist Bob Garfield admitted he rarely checks the Pandora interface while listening to music.) Luckily for Westergren, he says most users interact with Pandora "a ton." From desktops, users have historically checked in 7 to 8 times an hour, and those number …

Pandora, the digital music company, doesn’t fear other new digital music competition -- such as Spotify RDO, or Rhapsody. Speaking at the OMMA Global at Advertising Week event, Tim Westergren, founder/chief strategy officer of Pandora, says many services are on-demand businesses. “They don’t compete with us. We have never seen an impact.”Westergren says because Pandora is a playlist company and many others digital music companies are where consumers choose individual songs, many of those services are complementary. “It’s a different part of the brain.” He adds that creating playlists, such as the ones Pandora produces, “is …

How does Pandora founder Brian Westergren see growing competition in online music, especially with Apple launching iTunes Radio? Speaking at OMMA Global, he calls Apple the first formidable company in the space. He says online raid has been notable for a lack of competition, mainly because of high royalty rates that keep a lot of companies out of the buisines. Rhapsody, Spotify and other services focused on on-demand offerings. Same goes for Google’s All Access Music service, according to Westergren. While Apple would compete more directly with Pandora, he estimates its impact will be modest because people listen to Pandora …

Even by current standards of brand openness and transparency, MINI USA pushed the limits, in 2011, when it began letting car owners rate dealers directly on dealer Websites. No, the initial response from those dealers wasn't great, admits Tom Salkowky, department head of MINI Marketing, MINI USA. " It was something like, 'Are you crazy,'" Salkowky told OMMA Global attendees on Tuesday morning. "And I'm filtering that response for this audience." Over the past two years, however, the dealer community has learned to appreciate the star rating as a valuable tool for strengthening the services they offer, and overall consumer …

Invoking the components of OMMA's acronym, Coca-Cola marketing chief Joe Tripodi ticked off his most important learnings in "online media marketing and advertising" to wrap up his opening OMMA keynote this morning.