This years' Streaming Media East conference (see: http://www.streamingmedia.com/east/) seemed to have a nice turn out and most importantly, there was a lot of engaging discussions throughout the event. Additionally, I happened to be speaking on a panel about "Best Practices: Marketing Video for multi-platform Delivery." The general description was...
"With the amazing consumer adoption of the iPhone and advanced smartphones, marketers today aren't just creating video for one screen-they are creating for up to four! What are best practices in the marketing and PR video for multi-platform delivery, and how can marketers make the most of the rapidly expanding mobile market?"
To this point, a good example I spoke about is a recent Hyundai Genesis Coupe campaign that Goodby Silverstein and Partners created. The campaign took advantage of broadcast television by playing commercials during the Super Bowl and Academy Awards, etc. where traditional media drove viewers online with an interactive call to action - see: www.edityourown.com.
Once on the site, viewers are placed in the drivers seat with a very immersive experience and through our partnership with Adobe, we powered the "Edit Your Own" contest experience. Through this social platform, online users could edit their own commercials, share them with others, while the winners commercial was played on air. This truly is a User Generated Content experience that allows users the opportunity to make very creative online content utilizing professionally produced content. As budgets are continually shifting and even being sourced from television buys, it's exciting to see a campaign that works on so many different platforms.
Having started my career in entertainment by producing television commercials, for me, this is pretty exciting stuff. Especially since the Executive producer of the Hyundai commercials is Frank Sherma of Radical Media, whom I met almost 17 years ago at MOMA in New York when I was a recipient one of the first ever AICP Awards for a commercial campaign I produced as a student. Frank inspired me then as a creator and I guess you can say he is still inspiring me to this day.
In addition to Streaming Media East, I had the good fortune to attend a panel held by a fantastic organization, 212 New Yorker's Interactive Advertising Club - see: http://www.212nyc.org/.
The panel was Moderated by Fran Hauser, President, Time Inc. Style and Entertainment Group and was about Consumer Packaged Goods Category Insight. The panelists included: a great group of executives:
- Gian Fulgoni, Chairman and Co-founder of comScore, Inc.
- Brian Leder, VP Digital Director at MediaVest on the Procter & Gamble business
- Andrew Markowitz, Director-Digital Marketing & Media at Kraft
- Chris Meringolo, Director-Global Media & PR at Schering Plough Consumer Health Care
- Carole Walker, Vice President-Integrated Marketing Communications at Mars
The discussion centered around "US Internet population is shifting...The signs: More women than men are online and the majority of Internet users are age 35 or older.* As more and more women go online, Consumer Packaged Goods advertisers will have a unique opportunity to grow their businesses by speaking directly to this demographic."
One of the things I heard over and over again from brand executives was taking a "video Neutral approach." Basically, it doesn't matter if it's a :10, :15 :30 second video or even Consumer Generated Content, it's all about creating engaging video experiences across multiple platforms and devices for multiple purposes. To me this speaks volumes to where media and consumer engagement has gone because as we all know, it is no longer about passive traditional media.
It is no surprise that user generated content, as well as professionally produced content in Social Media was a big point of discussion. It was very clear that brands and advertisers are partnered with Strong Business Video platform companies and constantly creating customized social media solutions to help power Social Media Advertising and customer engagement in brand safe environments.
The good news for all of us is that now more than ever, it is all about the consumer or audience. This means that if brands and advertisers want to have a meaningful dialog and engagement they will need to reach us where we spend our time and that is through social networking and all the electronic devices we love so much...
"With the amazing consumer adoption of the iPhone and advanced smartphones, marketers today aren't just creating video for one screen-they are creating for up to four! What are best practices in the marketing and PR video for multi-platform delivery, and how can marketers make the most of the rapidly expanding mobile market?"
To this point, a good example I spoke about is a recent Hyundai Genesis Coupe campaign that Goodby Silverstein and Partners created. The campaign took advantage of broadcast television by playing commercials during the Super Bowl and Academy Awards, etc. where traditional media drove viewers online with an interactive call to action - see: www.edityourown.com.
Once on the site, viewers are placed in the drivers seat with a very immersive experience and through our partnership with Adobe, we powered the "Edit Your Own" contest experience. Through this social platform, online users could edit their own commercials, share them with others, while the winners commercial was played on air. This truly is a User Generated Content experience that allows users the opportunity to make very creative online content utilizing professionally produced content. As budgets are continually shifting and even being sourced from television buys, it's exciting to see a campaign that works on so many different platforms.
Having started my career in entertainment by producing television commercials, for me, this is pretty exciting stuff. Especially since the Executive producer of the Hyundai commercials is Frank Sherma of Radical Media, whom I met almost 17 years ago at MOMA in New York when I was a recipient one of the first ever AICP Awards for a commercial campaign I produced as a student. Frank inspired me then as a creator and I guess you can say he is still inspiring me to this day.
In addition to Streaming Media East, I had the good fortune to attend a panel held by a fantastic organization, 212 New Yorker's Interactive Advertising Club - see: http://www.212nyc.org/.
The panel was Moderated by Fran Hauser, President, Time Inc. Style and Entertainment Group and was about Consumer Packaged Goods Category Insight. The panelists included: a great group of executives:
- Gian Fulgoni, Chairman and Co-founder of comScore, Inc.
- Brian Leder, VP Digital Director at MediaVest on the Procter & Gamble business
- Andrew Markowitz, Director-Digital Marketing & Media at Kraft
- Chris Meringolo, Director-Global Media & PR at Schering Plough Consumer Health Care
- Carole Walker, Vice President-Integrated Marketing Communications at Mars
The discussion centered around "US Internet population is shifting...The signs: More women than men are online and the majority of Internet users are age 35 or older.* As more and more women go online, Consumer Packaged Goods advertisers will have a unique opportunity to grow their businesses by speaking directly to this demographic."
One of the things I heard over and over again from brand executives was taking a "video Neutral approach." Basically, it doesn't matter if it's a :10, :15 :30 second video or even Consumer Generated Content, it's all about creating engaging video experiences across multiple platforms and devices for multiple purposes. To me this speaks volumes to where media and consumer engagement has gone because as we all know, it is no longer about passive traditional media.
It is no surprise that user generated content, as well as professionally produced content in Social Media was a big point of discussion. It was very clear that brands and advertisers are partnered with Strong Business Video platform companies and constantly creating customized social media solutions to help power Social Media Advertising and customer engagement in brand safe environments.
The good news for all of us is that now more than ever, it is all about the consumer or audience. This means that if brands and advertisers want to have a meaningful dialog and engagement they will need to reach us where we spend our time and that is through social networking and all the electronic devices we love so much...
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