#DigitalDip
Taking a Quick Dip Into Digital with Sarah Frohman
Can you NB-See the opportunity?
When Reagan asked Gorbachev to “tear down that wall,” in 1987, I don’t think he was talking about the wall between digital and linear. Actually, he most definitely was not, because digital wasn’t even a tiny blip on the radar. But if you listen closely, you can almost hear the concrete of the Berlin Wall falling as NBCU and AOL come together to create what is slated to be one of the most exciting partnerships in the media world.
AOL and NBCU are joining forces in order to create an “open ecosystem” in which digital and linear can unite. The partnership will allow both companies to reach broader audiences and to open doors that have previously been sealed shut. Here’s a quick overview: NBCU entertainment clips as well as news programming will become available to stream on AOL’s website and mobile apps, as well as on 16 OTT platforms. Even more exciting is the talk of the companies co-developing and co-producing original web video series and weekly live programming. The partnership would even allow for “AOL brand experts” to appear across NBCU’s TV properties. AOL also recently launched a new advertising platform, called “One by AOL,” that will “use data to help advertisers determine the effectiveness of their online ad campaigns across devices.” Who knows, maybe NBCU will be able to borrow this technology in the future!
I had the pleasure of speaking with NBCU’s Maxine Botesazan, who is responsible for bringing the AOL partnership to life. Maxine shared that this exciting venture is aimed to fully launch in August, with a soft, ad-free launch towards the end of July. Now, let’s talk specifics. 20,000+ NBCU clips will be available monthly on AOL’s verticals. And remember those exclusive, original programs that I mentioned before? Maxine shared that one will be through E!, and the other will most likely be through a news brand. Maxine noted that this partnership is definitely something to be excited about, and here’s why. One, “we are making a big splash in the marketplace;” two, “NBCU is embracing digital in a big way;” three, “it provides a great opportunity for both companies to collaborate and learn together;” four, we can “keep our audiences engaged;” and five, (drum roll, please), advertisers want in! And just like that, the wall between digital and linear comes crumbling down.
To read more, visit: http://variety.com/2015/digital/news/aol-nbcuniversal-ink-broad-distribution-pact-1201483417/ and http://www.nytimes.com/2015/04/29/business/media/aol-and-nbcuniversal-announce-partnership-to-share-and-develop-content.html?_r=0
CEO says “NO!”
Snapchat CEO Evan Spiegel vows to keep Snapchat “not creepy,” in terms of digital advertising. While he agrees that ads are the most efficient way to reach “the young U.S. audience,” he disagrees with the way in which other social media platforms target users to a point that feels invasive. Spiegel claims that Snapchat’s approach to ads is “really different” than what people typically see on the Internet. “3V” (vertical, video, views) is the network’s plan to make all ads vertical videos that play in full screen with audio, so that viewers are more likely to pay attention. According to Marketing Land, vertical video has up to nine times the completion rate compared to horizontal video, which also bodes well for Snapchat.
Now, back to the “creepy” part. Spiegal says that he is vehemently opposed to gathering personal user data, and that the company can get by without it because their innovative ad format makes up for any potentially lost revenue. However, Snapchat has a bit of an unfair advantage. First, they monopolize the disappearing-picture application niche so they have a lot of room to experiment. And second, the app is only available on mobile so their attention can be laser focused. But, I bet MySpace didn’t see Facebook coming…maybe there’s another Snapchat in the pipeline? Is that the day we will see the app “get creepy?”
To read more, visit: http://marketingland.com/snapchat-ceo-promises-better-non-creepy-digital-advertising-133031
“You can’t sit with us!”
If you’ve seen Mean Girls, you probably know that a reputation can change just as quickly as your small get-together can turn into a major house party (just ask Mean Girls’ Cady Heron). So, how can NBCU insure that they will still have a seat at the “cool table” in a world that is competitive, ever changing, fast-paced, and semi-unpredictable? How can we make sure that people still wake up in the morning with a craving for NBCU? In order to Keep Up With the Industry… I mean Kardashians, here are some ideas to hone in on:
1. Micro-interactions – Essentially, users have a short attention span when it comes to media consumption because if they don’t like what they see, they will look elsewhere. A.K.A., content only has a small window of opportunity (a “micro-interaction”) to “wow” the user. A.K.A. micro-interactions need to be flawless because they make or break the user experience.
To read more, visit: http://digiday.com/sponsored/iabmixx-001-243-787-big-spaceship-ceo-future-digital-ads-micro-interactions/
2. Image optimization – To be sure that micro-interactions are of top quality, ads need to be top quality (because what if an ad is the first thing the consumer sees during a micro-interaction?). In an advertising world that favors video, it is important display ads look excellent so that they can compete. The internet is a sea of display ads, so make sure that yours pop!
To read more, visit: http://digiday.com/sponsored/boosttt-005-347-an-optimized-image-is-worth-a-thousand-clicks/
3. “Influencers” (for NBCU, this is our amazing talent) – The easiest way to keep a brand friendly, approachable, and desirable? Make sure that the talent is friendly, approachable, and desirable. It leaves a way better taste in the consumer’s mouth when Savannah Guthrie smiles and agrees to take a photo than if Savannah had chosen to walk away in disgust. Remember: everything is a micro-interaction, so one slip-up may be all it takes to deter a consumer. I don’t think we have anything to worry about here, seeing that every morning The Plaza is packed with Today Show fanatics!
To read more, visit: http://digiday.com/sponsored/demandtt-005-272-influencers-game-changers-heres-get-brands-team/
It’s time for love
We all knew that the Apple Watch could do more than tell time, but did we know that it could play matchmaker? Apple and Tinder (a dating app) have worked together to come up with a new feature that will excite anyone who is single and ready to mingle! Tinder for Apple Watch uses data about users’ heartbeat (which is a feature already included in the watch) to create Tinder matches. Here’s how it works: the app monitors if your heart rate changes as you swipe through Tinder profiles, and uses that information to choose who to match you with. Not only is this technology-sharing between Tinder and Apple a way to spice up your love life, but it also serves as a great marketing tool for the Apple Watch. According to multiple news sources (including The Telegraph and The New York Times), people are obsessed with finding love, and Apple is capitalizing on that. XOXO!
To read more, visit: http://www.adweek.com/adfreak/hands-free-tinder-apple-watch-checks-your-heartbeat-make-match-165815
Beyond a fake ID
Recent data has shown that data may not be as accurate as we think it is (ironic, right?). As informative and relevant as data can be, it can also be easily manipulated. Millennials (and even those in Generation X) admit to skewing data in order to obtain better online deals. For example, if JCrew.com offers a discount for entering an email address, why not create multiple email accounts to get that discount multiple times? As a result, JCrew has flawed data about their online shoppers. Similarly, there have been reports of consumers incorrectly entering their age online, so that they can gain access to a wider variety of content. The bottom line? The advertising industry relies on data for so much, but it is sometimes not as accurate as we would hope. Don’t feel too down, though, because we often forget that data is not all about click-through rates, visits to a page, etc. Data lives at home with you; data babysits your kids; data eats lunch next to you; data is everywhere! In a world that has gone digital, we sometimes forget that the best way to gather information is simply to talk to the people around you. Take Jean Batthany, for example. She often “taps into the expertise” of her teenage daughters to get the scoop on which social media platforms are most popular, and then reports back to her team at a Chicago agency. Just to be clear, the suggestion is not to move away from digital data, rather instead to supplement and confirm it using real, live, human opinions. So get talking!
To read more, visit: http://www.adweek.com/news/technology/26-millennials-give-fake-birthdays-score-better-online-deals-165624 and http://digiday.com/agencies/agency-execs-favorite-focus-groups-kids/
I tried to write this in 140 characters, but failed
Recently, all we’ve been hearing about Twitter is that they keep getting new CEOs and that Caitlyn Jenner is trending. Well, here’s some gossip all about ads on Twitter. The social media site recently announced that apps-for-install that advertise in the Twitter feed will now be able to use video in their ads. Twitter hopes this will make ads (and the apps they are advertising) more appealing to users because the videos can provide a better idea of the product; and maybe now users will stop scrolling past them in the feed. Additionally, targeted advertising on Twitter just got a lot easier because advertisers can now access “Personas” in order to select which feeds they appear in. Here’s how Twitter’s revenue product manager explains it: “Within [an advertiser’s] campaign dashboard, you can simply click ‘View audience insights’ to learn more about your paid audience, and then use this information to optimize your targeting and ad content.”
BTW, that was 958 characters :)
To read more, visit: http://www.adweek.com/news/technology/twitter-now-letting-apps-advertise-video-165792 and http://www.adweek.com/news/technology/twitter-just-made-it-easier-advertisers-target-college-grads-parents-and-small-businesses-165729
Interested in reading previous #DigitalDips?
A take on the team
Promotion Commotion: It's no coincidence that Josh and Sam are in the Spotlight this week. Congrats on your promotions!
SPOTLIGHT ON: Josh Cormier
Bio: Josh Cormier. I am from Lowell, MA (You may remember Christian Bale playing a crack head in a movie with Marky Mark…that’s Lowell.) I went to Suffolk University in Boston where I studied Marketing and Film. I moved to New York in 2011. I live in the Upper East side with a lovely lady and a small dog. I worked at Time, Inc. then on to NBCU. I like craft beer, cheeseburgers, and superhero movies.
What is your favorite TV show to binge watch? Either It’s Always Sunny in Philadelphia or The League.
If you could go back in time, what year would you travel to and why? 1993. It was all flannel and Nirvana and Jurassic Park.
City or suburbs? Why? Although I enjoy going back to the suburbs, I would be lying if I didn’t say City. I have lived in a city consistently for about 8 years. I like the freedom it gives you. You can get anything you want whenever you need it. The best things are usually in cities and the opportunities are endless. And Seamless. With that said, the city also drives me insane sometimes.
If you could abolish one piece of technology, what would it be and why? Self-Service check-out kiosks at stores…They never work correctly, you always have to flag down the employee at CVS for help because the dumb computer is messed up. They don’t save time and there are still huge lines. Actually, I would abolish most automated customer interaction systems. I just want to talk to a person. When I call the cable company I just hit zero repeatedly until someone picks up.
SPOTLIGHT ON: Samantha Nichilo (who recently made the switch from sales assistant to digital)
Bio: Well, I was born and raised in Staten Island, NY. Went off to college at James Madison University where I studied psychology. I’ve been playing sports my whole life- softball since I was 4 and rugby in college. I have middle child syndrome, my sister and I were both born in 1991 and my brother shortly after in 1993. Not only are we so close in age but we are best friends. In my spare time I like to take advantage of the outdoors- hiking, camping, kayaking, snowboarding just to name a few. Needless to say my favorite store is REI.
What is your favorite TV show to binge watch? Modern Family, Naked and Afraid, and Scandal
If you could go back in time, what year would you travel to and why? I would go back to the B.C. days. I would love to see what this planet looked like before there was any pollution. Also, I’m really curious about how cities were built back then.
City or suburbs? Why? Suburbs 100%. I like the convenience of the city but rather the comfort of a grassy lawn.
If you could abolish one piece of technology, what would it be and why?
Nanny Cams- IDK they just freak me out.