8 Takeaways from Advertising Week 2018

2018-10-06This week, I covered Advertising Week in New York.

There were amazing panels.  My key takeaways from Advertising Week were:

    1. CMOs need a wide array of skills sets from Storytelling to Data Analysis to owning a P&L statement much like CEOs and other General Managers if they want to survive and thrive in today changing landscape.
    2. CMOs need to be the Voice of the Customer inside of the organization and understand how intent is changing the customer journey.
    3. Customers want a personalized experience with brands while having the their data protected.
    4. Brands need to take a different approach when Understanding and Marketing to Gen Z
    5. Marketing and Advertising is not the same anymore.
    6. Today’s successful marketer is generous,
      gives value to the customer and does not steal their attention.
    7. AI will empower Marketers to do their jobs better; bring them closer to customers.
    8. AI will also allow marketers to get quicker feedback to see which campaigns work best at different points in time by allowing them to make sense of all the data they collect.

It is an exciting time to be a Marketer. How will Marketing change?
Comment and share below.

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What Brand Safety Means for Brands, Advertisers & Agencies

2018 continues to be the year of Brand Safety for Brands, Advertisers and Agencies as the industry status quo was disrupted in 2017.

Many advertisers pulled or suspended their ad campaigns from YouTube and Google’s display network because the company put brands at risk by serving up inappropriate ads that conflicted with the value of advertisers.

Google has taken steps to address the issue and updated the YouTube Partnership Program in efforts to reduce the chance of ads being served up against inappropriate content. This is a great first step but where does the industry go from here?

For the industry to be successful, it is important that Brands feel that their Brand Safety will be protected. Brands need to deliver a consistent message to customers and prospects. When advertisers are showing messages that conflict with Brand values; consumer trust erodes. This can destroy a Brand.

Ultimately, a Brand is responsible for its safety.

· According to independent sources 70% of programmatic money in the UK is being used for various agency commissions leaving media platforms with 30%

· Brands are not sure how their media money is being used

However, for the industry to function successfully, Brands, Advertisers and Agencies need to collaborate; taking ownership of their respective role in the ecosystem. This collaboration, can take the form of: allowing Third party monitors from data science firms to examine data i.e. audit ad inventory, conduct site analysis, pre-bid targeting, keyword exclusion against Brand Guidelines and Standards.

How will these changes affect the digital landscape?

As Brands, Advertisers, and agencies collaborate more closely, allowing third parties to audit their work; campaign development and execution will take longer. More content moderators will be need to implement these changes. Google has announced that it will hire 10,000 Content Moderators this year to honor its commitment to Brand Safety. The fee structure of Advertising will need to be changed. Either the cost of advertising will increase or margins of Advertisers and Agencies will need to be cut.

Agencies will need to support the industry to overcome the issue of Brand Safety by: offering the above services to clients, providing clients with points of contact with partners that support client work, holding discussions/events on Brand Safety and offering guides on the topic.

Brands and Agencies, how do you address the issue of Brand Safety? Comment and share.

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Article Sources

2018 Marketing Job Search & Networking

http://gettinghiredweb.s3.amazonaws.com/Community/Blog

http://gettinghiredweb.s3.amazonaws.com/Community/Blog

Dear WordPress Followers:

Happy Holidays and thank you for your support.

Are you hiring for roles in Inbound Marketing, Digital Marketing, Product Marketing, Content Marketing, Customer Marketing, Social Media Marketing, Lead Gen, Demand Gen, Retention Marketing, Sales Enablement, Talent Branding and Employer Branding?

My combined experience in Sales, Marketing, Social Media, helping Customers and Classroom Teaching makes me a top Marketing hire.

Hiring?

Contact me via LinkedIn or E-Mail to set up interviews.

If you are not hiring, share this with people who are hiring.

See how I’ll improve your Sales, Revenue and Organization using Marketing.

Thanks,

Dan

Dan@dangalante.com

Website http://www.dangalante.com

Blog http://www.dangalante.me/

LinkedIn https://lnkd.in/axcFbC

SlideShare https://lnkd.in/gQsFf3

Twitter https://lnkd.in/VAcvXh

InboundCertified by HubSpot

Dan

Email Dan@dangalante.com

How LinkedIn can increase its Revenue from Pulse users

How LinkedIn can increase its user Revenue from Pulse

image via http://vpngni.s3.amazonaws.com

LinkedIn’s long form publishing is a great resource for users of the platform. Users can upload, pictures, videos and share links in their posts. Members can also add up to three tags for SEO purposes. The long form offers the blogging  functionality of other platforms such as Blogger, WordPress, tumblr & Medium.

However, the link addresses assigned to the long posts are very long; each user profile is assigned a specific number. Here is the opportunity for LinkedIn to raise more revenue from users. LinkedIn should allow users to buy a custom url or domain. This way users can brand the content they publish on the platform.

Letting users have a custom domain name based on LinkedIn will allow the platforms to compete with other blogging platforms. This will come in handy when sharing the content on other social networks because the content branding will be improved.

Custom domains on LinkedIn is the next step for the platform to become a full blogging site.

Would you purchase a custom domain or url for your content from LinkedIn?

Feel free to comment and share your ideas.

Did Mobile Kill the TV Star?

Everyone remembers the popular song Video Killed the Radio star, which was a song about how the technology of television made radio and the radio star obsolete. As mobile devices and social media have become more prevalent worldwide; access to video content via video search engines/sharing services such as YouTube, Hulu and Netflix have disrupted how content is accessed. Prior to this shift, television/cable networks have controlled how video content was shared and distributed. Today the alternative content sharing methods I described above, have changed the format of television. As more and more advertising dollars are being shifted to mobile from television, the way television is run has to change.

Back to my original question, will Television suffer the same fate as Radio? Well not exactly.Television has embraced new technology. Content has been made available on mobile devices, Tablets Laptops and PC’s.Television networks have developed a strong presence on social networks. Every Television network and their shows; have their own branded social media channels. Video content is made available instantly via on demand programming for premium cable subscribers.

Dual Technology is used by television networks by allowing viewers to live tweet with characters of their favorite shows and television personalities via computers/mobile devices. Television networks use of Twitter is an example of dual technology. Live tweeting has proven to be a successful engagement strategy for television networks; engaging with millennial and baby-boomers alike. An example is tonight’s live Blue Bloods Actors chat via CBS’s branded BlueBlood’s Twitter handle.

Another marketing strategy, employed by television networks is to make the actors in their shows use products from advertisers. This is a shift from traditional advertisements; as most people are turned off by many traditional ads. Many Auto, Telecom, Clothing, Luxury Brands and even educational institutions use this form of advertising. It does not seem like an ad if it is part of the show. This is what television networks and advertisers are banking on.

Did Mobile kill the TV star? Not exactly but it killed a culture of television and cable monopolies. Although television and cable have changed to adopt to the shift to mobile, they still face threats from Apple, Intel, Google and Sony who attempting to offer television content via internet TV delivery platforms.

All of these changes that I mentioned above, will shift the power from the Television and cable networks into the hands of advertisers by driving down rates. The general public will also be able to access programming much cheaper but this is a discussion for down the road.

Did Mobile kill the TV star? You decide.