Tag Archives: data

IAB’s David Cohen with the Pulse of Digital Media & Marketing

October 22, 2020advertising, business, Episodes, marketingaddressability, advertising, attribution, branding, business, carl fremont, cause-marketing, CTV, data, David Cohen, Digital Media, E.B. Moss, IAB, NPR, OTT, performance marketing, podcasts, research, targeting, tech, televisionE.B. Moss

Podcast: Play in new window | Download (Duration: 38:03 — 52.7MB) | Embed

When David Cohen joined the IAB as President, the US was two weeks into stay-at-home mandates. While that may have curtailed in-person conferences the industry association is known for, it upped the focus on all things digital. Not long after, the ante was also upped for Cohen personally when he was named CEO following the 14 year run of Randall Rothenberg. Pressure? Not to hear Cohen, who has helmed major agency divisions and had $20B in media spending under his purview during his days at MAGNA and UM. But pandemic-influenced strategy changes? Definitely.

In support of its mission to “empower the media and marketing industries to thrive in the digital economy” – let alone during a COVID economy — Cohen has “brought an unprecedented number of industry captains into their leadership councils and transformed the timeliness of their strategic initiatives.”

Those words from Rothenberg’s commendation of Cohen on his promotion sparked a song from me. Of course. No one is safe. But that didn’t curtail a compelling conversation about more serious matters, such as Cohen telling me about the advantages that came with adapting to the digital world as early as the 90’s and how he – and the IAB overall – are continuing to innovate with today’s current technologies for marketers. I also put Cohen in the same hot seat he put recent panelists in when moderating a Reach Conference talk himself, asking what he would most like to see fixed in our current digital eco-sphere.

We also discuss:

Cohen’s A-ha! Moment – from the Yellow Pages!
The lessons he learned after joining the IAB family that every marketing agency should know
“Pulse studies” on changes in consumer consumption trends to media buyers/seller polls
The IAB’s Brand Disruption Summit
How to navigate through your Brand and Demand goals
The shift in how digital engagement is being accomplished
How IAB is helping in pushing cross-platform forward
Like his friend and recent Insider Interviews guest, Carl Fremont, Cohen has a pro-social personal mission. Hear how he — and ANA’s Bill Tucker — are helping push support of disadvantaged children.

Resources Mentioned:

Social Media Links:

David Cohen LinkedIn
IAB on Twitter IAB, IAB Tech Lab

Insider Interviews is on Twitter, Instagram, and Facebook.

Please share the podcast and share how smart you are about media, marketing and advertising! To reach out to be considered for an episode or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss — email podcasts@mossappeal.com. We’re “hear” for you!

Tom Webster with the Insider Scoop on Audio Research

August 27, 2020business, EpisodesAdLarge, data, Digital Media, E.B. Moss, edison research, insider interviews, IoT, Joe Rogan, John Rosso, Juleyka Lantigua Williams, Larry Rosin, marketing, measurement, media, Michael Smith, mossappeal, NPR, podcasting, podcasts, radio, research, Tamsen Webster, Tom WebsterE.B. Moss

Podcast: Play in new window | Download (Duration: 31:28 — 43.7MB) | Embed

Tom Webster, SVP of Edison Research, describes his job as “telling the stories of numbers.” He definitely make numbers come alive, and he’s a great storyteller overall. So you’re generally okay with Tom as your guest if you didn’t discuss podcast topics in advance.

My industry acquaintance may be self-effacing, but he has a steel trap mind for the insights Edison regularly uncovers about all things audio, and he shared quite a few in our ad hoc but fascinating conversation for Insider Interviews.

The custom market research company helmed by Larry Rosin may be best known as the sole providers of exit polling data during U.S. elections, but Tom is best known for his big research reveals on webinars (now Zoom presentations) or at conferences. Research junkies lean in to hear which platform has the biggest “share of ear” and how differently are consumers engaging with Alexa. Basically, he’s the go-to guy for sharing and interpreting our evolving involvement with radio, podcasting, voice…even IoT and our social media habits.

As Tom describes it, “I make sure that the data that we collect on behalf of our clients is understood contextualized, put into action and valued, and that people come back for more.” Here’s what’s “more” about Tom and a topline of our discussion: Little known fact? Tom likes words as well as numbers. This former English Lit professor is also the principal author of some widely cited studies and the co-author of The Infinite Dial, America’s longest-running research series on digital media consumption, and The Mobile Commerce Revolution.

In Episode 16, Tom shares some insider scoop from Edison’s audio research – and his considered POV on the current state of radio broadcasting and the growth of podcasting (including some tips that can help you grow your own podcast).

[00:01 – 03:25] Opening Segment

More about Tom Webster, his role in Edison Research and a moving from academia to a marketing career

[03:26 – 17:20] The Insider Scoop on Audio Research

About Edison Research’s broader offerings – like that exit poll and vote count data – and Tom’s area of focus: Audio
More insider scoop from Tom WebsterVoice vs. Audio
- The growth of “smart speakers.”
- Where are we – if anywhere — with an FM chip for mobile phones?
- The general state of radio
- The uptake on podcasting (Joe Rogan notwithstanding)
Tom talks about some Edison partnerships (and E.B. held back “insider” jokes about her old boss, John Rosso of Triton Digital!)

[17:21 – 25:40] Diverse Voices

The diversity in podcast listeners and podcast content
Growing your podcast in today’s competitive market:
- Having a distinct voice
- Showing your unique, distinct point of view
How Tom is sharing HIS unique POV, via his own newsletter I Hear Things

[25:41 – 31:27] Closing Segment

Tom’s go-to resource gathering platforms
- Feedly
- Twitter
The Tom and Tamsen team: “freenoting”with his wife, Tamsen Webster
Final thoughts

E.B. and Tom on the first (last?) VOICE panel at CES 1/20

Resources Mentioned:

You can connect with Tom on LinkedIn and Twitter. Subscribe to his I Hear Things newsletter. Listen to The Freenoter with Tom Webster and Tamsen Webster.

Follow Edison Research on Twitter, LinkedIn, Facebook, and Instagram. You can also visit their website https://www.edisonresearch.com/

Please share the podcast if you liked this episode, and Follow Insider Interviews on Twitter, Instagram, and Facebook.

And reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss, please reach out at podcasts@mossappeal.com. I’m “hear” for you!

Podcast Prognostications At and Around RAIN’s Global Summit – with Brad Hill: Epi 14

July 31, 2020business, Episodesadvertising, Art19, Brad Hill, branding, business, COVID-19, data, Dave Sosson, E.B. Moss, events, insider interviews, Lex Friedman, marketing, measurement, media, moss appeal, mossappeal, podcasting, podcasts, RAIN, research, targeting, Targetspot, Tom Webster, zoomE.B. Moss

Podcast: Play in new window | Download (Duration: 21:10 — 29.1MB) | Embed

This episode is made up of two discussions about podcasting: A casual conversation with RAIN News president, Brad Hill around fun moments from the industry and projections for its success… and a more formal discussion — actually a few segments grabbed from RAIN’s Global Podcast Leadership Summit.

Insider Interviews host, E.B. Moss was the moderator on a panel about podcast advertising, featuring Art19’s Lex Friedman and Targetspot’s Dave Sosson — and a few of their insights were captured here.

You’ll learn how the summit had to pivot — and lessons for good zooming — as well as:
the kinds of media categories that podcasters are selling against — think paid social — and how they compare;
how host read ads are great, but how do they fit in to a targeted buy
Interesting projections from the IAB and the new categories opening up for — and of — podcast advertisers
SHOULD there be a “PAB”
And what is “giide”?

NOTE: Read RainNews.com to catch more takeaways from all the 8 sessions of the recent summit.

And ask E.B. about using giide.fm for your media company!

Carl Fremont On Brand – and On Demand: Epi 11

June 18, 2020business, diversity, Episodes, Uncategorizedadvertising, b2b, branding, business, carl fremont, ceo, COVID-19, data, diversity, E.B. Moss, ecommerce, history, insider interviews, marketing, measurement, media, quiqley simpson, radio, targeting, television, WPP, wundermanE.B. Moss

Podcast: Play in new window | Download (Duration: 37:05 — 51.0MB) | Embed

Back in January I had the good fortune to get seated next to someone I’ve long admired — Carl Fremont — on our return flight from CES. If you’ve been to CES you know it’s non-stop learning about what’s trending. And my non-stop flight next to Carl made for even more learning as we recapped what we’d each just experienced, and then he was kind enough to share his own projections for the future of the media and advertising industry. I immediately understood why Quigley-Simpson had made Carl CEO just months before. So, for this episode of Insider Interviews I asked him to share a lot of those thoughts so more people outside of row 8 could benefit from his insights.

Carl has held senior roles in the media/marketing industry for decades, and explained how his longest tenure – 16 years with Lester Wunderman – gave him skills that are still applicable today. Hear how the former Chief Digital Officer for MEC and Chief Media Officer for Digitas describes direct marketing and performance marketing, and the importance of brands optimizing every channel possible – including how to capitalize on eCommerce.

Long an advocate of supporting women and diversity in the industry, Carl discusses how this transformative time is also a time to embrace change in order to evolve and benefit business. He shares a moving story of his own diverse background and how a discovery of his father’s past dovetails with his own unique hobby tied to vintage radios.

We are all fortunate that Carl loves sharing knowledge, and listeners will benefit from priceless marketing and advertising advice. And yes, I found an opportunity or two to sing to him….

Please listen – and share – Carl Fremont’s thoughts on advertising trends, common brand pitfalls and diversity including:

Is “direct marketing” different from DTC?
How the pandemic accelerated the emergence of alternative channels for businesses
Creating a harmonious consumer experience
What you can do to speed up purchasing path
Authenticity: How to build it and what it truly means
Mistakes brands make and how you can avoid them
The pros and cons of third-party eCommerce platforms
Considerations for building your own eCommerce platform
The holistic approach to promoting your brand
What omnichannel really means
Influencers: Does scale matter here?
Diverse creative staff to reflect diverse consumers
How mentoring benefits companies – and oneself.

Social Media Links:

Resources mentioned in the episode

Being Direct: Making Advertising Pay (1998) by Lester Wunderman

Quotes

“We’ve been practicing direct to consumer skills since our founding. We just didn’t call it “DTC”. “Direct marketing” does not mean you abandoned brand.”

-Carl Fremont

“We need to always make sure that we’re giving opportunities, that we’re mentoring, that we’re helping to grow the industry with a more diverse background.”

-Carl Fremont

“I love looking back and looking forward. I believe a lot of lessons can be obtained about moving forward from looking back.”

-Carl Fremont

Carl Fremont’s father’s radio

The Scoop on TV Today from a Data/Research Exec’s POV

April 22, 2020Episodesaddressability, advertising, Altice, b2b, Betsy Rella, business, Charter, CNN, COVID-19, Cuomo, data, E.B. Moss, Ed Rennicker, impressions, insider interviews, interconnect, marketing, measurement, media, media planning, News, NYI, OTT, Rella, research, sales, Spectrum, targeting, television, TV, tv buyingE.B. Moss

Podcast: Play in new window | Download (Duration: 34:11 — 23.5MB) | Embed

As VP of data and research for NYI – the ad sales interconnect in the country’s biggest DMA, Betsy Rella likes finding the stories in the numbers – the takeaways she extrapolates from surveys and data sets that NYI can use to grow the advertising business. And, at a time when the world, literally, is home and when those numbers say that New Yorkers are consuming more video than ever, that information is key. Since everyone in media/marketing is also playing catch up on their knowledge base and business insights, I asked Rella for a download on trends in consumption and a 101 on how media buys are planned and sold differently these days.

Always wanted a solid definition of “Impression-Based Buying”? You got it.

How that differs from “Holistic Media Planning”? Done. We also talked about the very definition of TV today, how media companies need to assess all the ways and places people are consuming video (and whatever they call TV), the rise of CTV (“connected TV”) and why Cuomo Prime Time is consistently topping the ratings along with all kinds of news programs.

It’s actually a little beyond a “101”, so get the “201” on today’s shifts in media buying and planning from a data and research exec who has worked at ABC, Lifetime, MTV, Weather Channel, Ispos and TiVo! Listen to the full podcast, and please subscribe wherever you love to listen (And speaking of RATINGS – a bunch of stars for Insider Interviews with E.B. Moss on Apple would be appreciated!)

Key takeaways:

On TV: “You could be watching on your TV set, you could be watching on your phone, you could be watching on your computer, you could be watching on your iPad. And Nielsen classifies different types of households: a home that is a cable home or an over the air home or a broadband only home. But people are still buying TV sets. So, in some ways it’s still TV, but there’s more content is available, whether it’s through ad-supported cable networks or paid channels.

On Impression-based Buying: “With the dawn of new technologies, phones, tablets and so on, and the ability for consumers to engage with content on all these platforms, the game has changed as has the need for advertisers to flight campaigns across these multiple platforms. Because, of course, if you can’t measure it, you can’t sell it! If you look at Nielsen data, overall time spent with video is relatively flat over the last two years. But what’s changed is how people are viewing: we see a decline in live plus time shifted TV, but an increase in viewing on connected devices, smart phones and tablets. So, this begs the question, how do you measure all the viewing across these many platforms so you can report back to the client in a more unified way? Using impressions unifies linear and digital, and also eliminates any ratings discrepancies from using different universes.”

On TV Consumption as we #StayHome: “Usage levels have surged across multiple day parts and it’s not just adults — we’re seeing growth in teens and 18 to 34s as well. Ratings are up, of course, for news networks across the board, not only in early morning, but all dayparts, even overnight. as we’re seeing people staying up later than they were before. We’re seeing live TV up. DVR playback up. And streaming in New York is up 44%. That’s a pretty big number and was measured just a few weeks ago.”

On the Need for and Challenge of Holistic Media Planning: “Right now you get TV in one place, digital in another place. Ideally you would have one platform where everything’s feeding into it in terms of your TV piece, your digital piece, your OTT piece, your set top box, video on demand piece. Part of it involves legacy thinking and workflows that have existed for decades, and quite honestly, the systems themselves. It all needs to feed into one platform so you’re not operating on a siloed basis.”

On Advertising and Brand Marketing Now: “Consumers say they want brands to share information on how they’re supporting their staff and customers during this time. Others are saying they want the ads to provide a sense of continuity and normalcy. Some people are looking for upbeat ads. So, while advertising has been impacted for sure, it’s not going away. And based on studies over the past many years that say, even in downtimes, you still want to stay top of mind.”