Blog Archives

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]

No ‘Scandal’ in Diversity and Inclusion

The 4A’s Competitive Edge series featured two panel discussions as part of Advertising Week 2012 on Oct. 3 at B.B. King’s in Times Square, and each focused on building workplace cultures of diversity and inclusion.

Val DiFebo, CEO of Deutsch Inc.’s New York office, was joined by Leo Preziosi, Jr., Founder and Executive Director of Live Out Loud, an advocacy group for the LGBT community. Scott Creighton, Global VP of Marketing Excellence for Johnson & Johnson (and a Deutsch client) moderated their discussion, titled, “Our Culture, Our Business, and the Domino Effect.” Deutsch also works pro bono with Live Out Loud. In the video clip, DiFebo told The Hit Board what she considers to be the single most important aspect of fostering an inclusive business culture.

The following panel discussion, “The Real Live Scandal,” featured Washington, D.C., power lawyer Judy Smith, who is the inspiration behind the main character of ABC’s hit series “Scandal.” Geri Wang, President of ABC Sales & Marketing, was also on hand, and she and Smith talked at length about how a show featuring a strong African-American female character landed on prime-time broadcast. Sallie Mars, SVP, Chief Diversity Officer at McCann Worldgroup moderated the discussion, which included insights from Mediapost’s Editor-at-Large Barbara Lippert and Deidre Smalls-Landau, EVP, Managing Director at Identity.

Executives who participated in both sessions emphasized the importance of having an inclusive culture and its positive effect on a business’s bottom line. In the video, Judy Smith explains how “Scandal” went from a concept to a highly rated drama series.

The Hit Board Friday Feature

One of the most rewarding aspects of being a publicist is seeing a client in the news.  And at DiGennaro Communications, that happens quite a bit: We are fortunate to have many clients with interesting points of view who, as a result, get significant amounts of “ink”—the physical and digital kind.  To more fully salute and celebrate our clients’ thought leadership, we are launching a weekly blog series recapping some of our clients’ most notable media coverage.  Here is a summary from last week:

In this video interview with International Business Times, Rapp Chairman Global Chairman and CEO Bob Horvath discusses Olympics-related advertising trends and touches on the upcoming presidential election.  Overall, the industry is seeing an incremental ad spend of $5 billion to $7 billion for the May-November 2012 period because of these two events, Bob tells reporter Marias Krystian.
Speaking of major events, the 50th anniversary of Marilyn Monroe’s death was August 5. Brenda Fiala, SVP of strategy at digital ad agency Blast Radius, penned a piece last week for the MediaPost Marketing Daily blog on Marilyn’s legacy. Brenda eloquently writes: “Our fascination with Marilyn will likely endure for another 50 years or more, and her brand value will continue to increase, if her own star power is allowed to shine and fill our hearts with the wonder and sympathy for the woman who lived.”

In this Adweek piece, New Media Metrics Co-Founder and Principal Gary Reisman discusses the differences between blacks and whites when it comes to brand loyalty. African-American consumers are more emotionally attached to brands than whites, especially when it comes to media brands, according to the latest New Media Metrics study.We also saw some significant campaign news this past week.

Featured here is a MediaPost/Marketing Daily article about a new campaign for the Kimberly-Clark Scott brand led by Chicago-based Trisect, an ad agency with a “retail-first” approach.  Aaron Noffsinger, a Trisect creative director, says people have a value radar, or “value sense,” for which Scott wants to rewards them.

The ad industry is nothing without its people. In this Ad Age column, Nancy Hill, president-CEO of the American Association of Advertising Agencies (the 4A’s), explains the need to educate young people about career opportunities in our industry. Nancy cites an Arnold Worldwide study that found that young people don’t know how they can apply their tech and entrepreneurial skills to advertising. In an era where high-tech companies such as Google and Facebook get so much play, the ad community needs to eagerly welcome and train tech-savvy young recruits.

Interested in seeing additional media coverage generated by DGC?  Check us out on Twitter and Facebook, and check out our blog next week, when we will have another such round-up.

And if you liked this article, please share it. Thanks!

Cannes: The World’s Advertising Fair

MediaPost’s Editor at Large Barbara Lippert shares her thoughts on how this year’s Cannes International Festival of Creativity has evolved. Barbara describes how she has witnessed this festival transform from a small scale creative gathering into the “world’s fair for advertising”, aggregating clients, media people, and digerati from all over the globe. 

Marketing Opportunities for a Changing Population

In “A Growing Population, and Target, for Marketers,” advertising reporter Stuart Elliott of The New York Times touches on a critical topic facing today’s marketers – Spanish-speaking consumers. His piece not only highlights the latest L’Oreal USA campaign targeting this important audience, but also shares vital stats regarding the growth of this demographic.

According to the 2010 census released last week, the Hispanic population accounts for more than half of US growth in the last decade. In fact, 1 in 6 residents in the country are now Hispanic. Looking ahead 40 years, analysts speculate that the Hispanic population will represent 29 percent of the entire population. So as a brand or an agency helping companies expand, are you considering ways to reach this demographic? If not, it’s time to start.

Here at DGC we’re working with several multicultural agencies. These companies are dedicating their days (and probably some of their nights) to the pursuit of reaching ever-growing, minority markets – strategically and effectively. Like L’Oreal USA’s latest campaign – Club de Noveleras – they are using consumer insights and research, emerging channels and multiple touch points to provide content and create discussions around brands that are relevant to the lives of these important audiences.

Looking to learn more about reaching multicultural audiences? Check out these tools from the PRSA, Pew Hispanic Center and Engage:Hispanics.

%d bloggers like this: