Category Archives: OMMA

Why Keeping Content Legitimate is the Most Important Part of Branded Content

CEO of Content & Co Stuart McLean spoke at this week’s OMMA Video conference on the impact that branded content can have – but only when done the right way. For client Schick, Content & Co saw incredible results from “Clean Break,” an original reality-based series now in its third season. By keeping the focus on producing quality content, Content & Co and Schick were able to go beyond traditional advertising to reach the target audience in a new and engaging way, leading to a quantifiable leap in sales—up 21% the first month the program ran.

The series, following three millennial guys who leave their ordinary lives behind for adventures in exotic Hawaii, was the perfect solution to engage with male consumers beyond a thirty second commercial. According to Jeff Chapman, Senior Director, Global Brand Communications, Energizer Personal Care, “Emotion is created over time; it doesn’t happen instantaneously.”

Perhaps most striking is that Clean Break is presented by a men’s razor company, but does not include a single product placement or shot of a man shaving. The key to keeping branded entertainment interesting is creating content that viewers connect with and enjoy while keeping advertising to the usual channels — something that Content & Co strives to do for all clients. For Stuart, “The story is about allowing content to lead,” a sentiment not always echoed in the industry. Hear more from Stuart: [VIDEO]

Next up for the series? Taking on New Zealand. Watch the latest season of Clean Break here.

CKSK CEO Cillian Kieran – “What Can Brands Learn from Start-Ups about Real-Time Marketing?”

Cillian Kieran, CEO of global full-service digital agency CKSK, appeared on a panel at OMMA Global on Tuesday entitled “Real-Time Mobile: How Personal (and Social) Can You Get?” The panel discussed the technology that allows brands and marketers to reach consumers in “real time” and the issue of what can be done vs. what should be done. What is the line between providing value and being creepy? And where does the consumer fit in this equation?

In this video, Cillian answers the question, “What can brands learn from start-ups about real-time marketing?”

The OMMA Mobile panel was moderated by Evan Neufeld, Principal Analyst, Storyline Development, and included panelists Ian Beacraft, Senior Mobile Strategist, Leo Burnett; John Faith, Senior Vice President, RetailMeNot; and Eric Friedman, Director of Revenue Operations, Foursquare.

CKSK recently announced its expansion into the US marketplace with the opening of its NYC office and new business wins that include Heineken USA and Pernod Ricard. The agency is headquartered in Dublin and also has an office in Amsterdam.

Microsoft Unveils Insights to Complement TV Campaigns with Digital

Today at OMMA Video, Microsoft presented research conducted in conjunction with several key advertising partners and commissioned by Nielsen on how TV and online video advertising can work together to reach consumers. David Porter, Global Strategy Lead of Video at Microsoft, revealed five of the research insights in MediaPost to help brands better understand how digital video campaigns can complement a standard TV campaign.

Take a look at the article below from David Porter, global strategy lead, video at Microsoft, to learn more:

TV and online video have often been depicted as being in “platform wars” against each other.

David Porter, global strategy lead, video at Microsoft

David Porter, global strategy lead, video at Microsoft

Despite the emergence of several new screens over the last few years, television remains the most effective way for advertisers to reach an audience at scale. Yet as viewing habits evolve and more quality content becomes available online, advertisers should consider how to connect with their consumers outside the confines of the traditional living room. 

Historically, marketers have faced a number of hurdles on how to successfully evaluate TV and online video. It can be difficult to identify and target an incremental audience online. Secondly, digital screens have yet to see the meaningful scale that television has reliably provided advertisers — and until recently, consumer access to broadcast-quality premium content online was very limited. Finally, from a measurement standpoint, the industry has lacked a consistent methodology standard to measure audiences across platforms, devices and screens.

Yet TV and digital video can truly work in concert together to surround the consumer with the best of sight, sound and motion across all screens.

Microsoft, in conjunction with several key advertising partners, commissioned Nielsen to conduct research examining how TV and online video advertising can work together to achieve optimal reach, frequency and GRP metrics. After more than a year spent on research and analysis, we have revealed five practical insights that intend to help brands better understand how digital video campaigns can complement a standard TV campaign… [CONTINUE READING]

NFC for You and Me: Brunner Talks Near Field

This post is by Will DeGirolamo

Near Field Communication (NFC) is a technology touted by tech savant Google for its potential in driving mobile payments. Additionally, some particularly savvy advertisers are looking beyond just payments, thinking long-term about near field.

Rick Gardinier, chief digital officer at advertising agency Brunner, discussed the potential of NFC for use in delivering ad content directly to one’s mobile device at OMMA Global earlier this month. Gardinier contends that NFC is invaluable to what the mobile experience will become and can develop deep, lasting experiences for consumers. See what other NFC insights Gardinier had to share:

Do you think NFC will change the way content is delivered to mobile devices or is it useful only in mobile payment situations?

Three Things Clients Should Consider When It Comes to Digital

We caught up with Steve Kerho, Senior Vice President, Analytics, Media and Marketing Optimization, Organic at OMMA Global New York and asked him to give an overview of his panel. The panel’s theme focused on whether clients need a digital AOR anymore and, if they do, what really constitutes a digital AOR?

In Steve’s opinions, clients have more and more specialty agencies like search, media, digital content, social and many more to wrap their minds around:

“There really is no one size fits all for clients,” Kerho said. “It depends on the client, the role that digital plays for the client, and how central it is to what they do and their business model.”

Or sometimes, clients feel that they are playing catch up and need to really move things forward. Are they happy about where they are compared to competitors? Kerho boiled it down to 3 main things that clients should consider: what the clients objectives are, where they want to go with digital and the role it plays in their business model.

Modea’s Mike Cox Talks Social

This week at OMMA Global 2011, Mike Cox, Senior Strategic Planner at Modea, shared his best practices for implementing social media strategy. After his panel, our very own Amelia Vereb took a few minutes to speak with him about his thoughts on the ever pertinent social subject. Here’s what he had to say:

Tablet Talk with Matt Fanelli of MNI

We caught up with MNI’s Vice President of Digital, Matt Fanelli, at OMMA’s first Tablet Revolution Conference on June 6 in Manhattan and asked him about the best ad campaign he’s seen deployed on a tablet device so far.

Matt moderated a panel at the conference titled, “Not the Web and Not the Phone – Ad Networks Find a Place at the Table.” The conversation focused on major mobile and Web ad networks and how the oversized touch screens on tablet devices influence creative marketing messages and business models. The panelists were: Tom Limongello, VP of Marketing, Crisp Media; Jesse Marmon Haines, Group Marketing Manager, Mobile Ads, Google; and Marcus Startzel, SVP, Sales, Millennial Media.

What’s your take on the best tablet ad campaign to date?

Making Internet Week Work for You

As New York’s fourth annual Internet Week comes to a close, we can’t help but ask the question (because many of our clients do): Does creating an event specific to Internet Week offer a return on investment? We don’t like to sit on the fence but, in this case, it really does depend on what you want to achieve.

For those who don’t know, Internet Week is a festival that allows any company, group, or individual to participate. It is crowd-sourced, so you can plan your event the way you’d like to see it — big, small, ticketed or free; morning or evening; focused on specific hot topics selected by Internet Week organizers and voted on by the community.

But with approximately 300 events being promoted during the week, it can be difficult to drive attendance and/or garner media coverage – which means you have to work very hard (some might say, pay more) to rise above the fray.

If you’re looking for media coverage from your event, you should be ready to invest in bringing big names, big brands and super big ideas to the table. Digitas’ fourth annual NewFront was mentioned in USA Today, thanks in particular to Demi Moore’s participation. Other well-known participants included Tyra Banks, John Battelle, GE’s Beth Comstock and YouTube’s Shay Carl and was held at Skylight.

Other, less celebtastic events that found their way into the media include:

  • Kaboodle’s “Fab at Five” fifth anniversary party (Adweek) that included a fashion show with models
  • Federated Media Publishing’s Conversational Marketing Summit where Marketing Evolution and Telmar released an ROI tool for early clients (Advertising Age)
  • RealTimeNY 11 Conference which ClickZ referenced in an article on acquiring new roles

These, for the most part, revolve around well-known brands, unique party experiences and extremely well-organized events with news to share. However, if you don’t have the news or necessarily want to invest the time and effort into a big production, Internet Week has more to offer. There are a slew of conferences produced by established organizations like OMMA, Digital Hollywood, and Elevate that allow executives to vie for panel participation, moderator gigs and the chance to attend all-day events where you can hobnob with reporters, brands and fellow industry execs. Here you are sure to sure to have at least one thing in common – a desire to learn more about what’s going on in digital.

So before you decide to invest money and time in an event that may be difficult to truly show value at the end of the day, consider your goals and objectives. Do you want to host clients? Attract new business or talent? Get the media involved? Or set yourself up as an expert in the space? Answer these questions and then layout a budget, goals and work with someone who can help you knowledgeably weigh the pros, cons and manage expectations. You’ll be on your way to making Internet Week pay off with the largest returns for you and your company.

Brunner’s Ken Johns Talks Retargeting at OMMA Behavioral

At OMMA Behavioral yesterday, DGC‘s Kendra Peavy had a chance to see Moderator Ken Johns, SVP, Digital and 1:1 Strategy at Brunner, in action leading a panel of experts from TrueAction, Netmining, Criteo, RAPP and Neo@Ogilvy on the topic of Targeting the Retargeters.

Although the practice hasn’t changed significantly over the last year, there are changes on the horizon. Ken took a few minutes to sit with her and share his thoughts on the panel, as well as the future of retargeting:

The Panel

Consumer Knowledge and Best Practices

The Future of Retargeting

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