Tag Archives: targeting

VAB CEO Sean Cunningham on Why Video “Simply” Works



Sean Cunningham is the son of a radio personality and the husband of grammarian. That may be why he expresses himself so fluidly and works hard to offer clear explanations about the video landscape at the same time. Those personal aspects combined with deep professional experience in the ad industry and as a strategic media advisor help him helm the VAB, the source for insights-driven research and thought leadership about premium video. As its president and CEO, Sean is laser-focused on maximizing outcomes and championing the medium as a must-have for building high-value brands and driving growth.

It’s not easy in our changing environment, but the mantra at the organization is to simplify what is a very complex ecosystem and offer insights that help all those in the business of video to thrive. They’ve kept up a steady pace of conferences and reports even during trying times, even as consumers have made a steady diet of video during these at-home days.

In Episode 19 of Insider Interviews, Sean tells host E.B. Moss about the definition and best practices around marketing with premium video (spoiler alert: the VAB defines it as multi-screen content that’s professionally produced programming in any form — linear, tablet, laptop, mobile, etc.).

Sean and E.B. also discuss:

  • Our radio dads!…and what happens around Sean’s dinner table…
  • The lessons he learned on the agency side that all media sellers should know
  • The role of media in building your brand during the COVID-19 pandemic
  • The power of including authentic messaging around diversity & inclusion
  • VAB and IAB – important bedfellows
  • The changes in consumer habits that marketers need to consider
  • How to put your best foot forward to advance a career in this industry.

Resources Mentioned:

Social Media Links:

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

You can also 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 us at podcasts@mossappeal.com. We’re “hear” for you!


Andrea Palmer of PHM on Marketing Healthcare – with Innovation and a Conscience



Andrea Palmer, now President of Publicis Health Media (PHM) has wanted to be in Healthcare Marketing since her college days despite the field not always getting credit for being dynamic or embracing creativity. With PHM’s reputation for having their “finger on the pulse” (sorry), she’s proven those perceptions wrong and inspired many to follow or stick to the healthcare marketing path.

In Episode 18 of Insider Interviews, in which I perhaps sing again (umm, twice, I’m just sayin’) Palmer clearly demonstrates just how creative and important messaging around healthcare can and should be. It’s certainly an area that’s very top of mind with us all these days and Palmer makes it digestible. You’ll pick up on why she rose through the ranks quickly at PHM — the strategic media planning and buying agency within PHCG, and the only global media agency solely dedicated to the health and wellness space. This industry trailblazer of nearly 20 years shares what’s currently happening in the healthcare media space, along with some interesting projections from PHM’s prescient “Disruptors List.” Get the insider scoop on what inspiring innovations emerged from the “Shark Tank”-type element of their industry-convening Health Front, and what we should be concerned about.

Palmer is determined to ensure the right information is getting out there and helped drive home PHM’s mission to equip brands AND people with the tools and communications they need to make healthy decisions. We learn why it’s important to create content with conscience and why brands need to listen to other voices than their own.

What we talked about:

  • What’s happening in healthcare marketing
  • How a childhood illness put Palmer on the path to healthcare…and college led her to marketing
  • Health trends and disruptors
  • How PHM markets to consumers who’re apprehensive about embracing telehealth
  • How PHM helps its clients with being ‘the resource’ instead of Dr. Google
  • Defining the concept of Content with a Conscience
  • Facing down racism: communicating to diverse audiences and not just “to the mean”
  • How Palmer is advising her clients on approaches to ensure that health message is communicated well and heard by all cohorts and communities
  • Thinking about the bigger picture
  • Pushing for innovation in the health realm
  • The future of healthcare

And yes, I find a reason to close with a song…again.

 

Follow Andrea on Social Media

 Resources mentioned in the episode

PHM: Publicis Health Media

Health Front 2020

The Healthcare Industry’s Big Disruptors


Frito-Lay SVP Marissa Solis on Pivoting Big Brands



Marissa Solis was about six months in to a big new role at one of the biggest snack companies in the world when one of the world’s biggest crisis hit. That’s not hyperbole. As the new head of all marketing initiatives, media, sports, and partnerships for the core brands of Frito-Lay North America, including Doritos, Cheetos, Tostitos, and dips, it was definitely not hyperbole.

That was Marissa’s new reality and she had to help smoothly and quickly do the equivalent of turning a battleship. But this dynamo had previously been tapped to lead the creation of a cross-functional Hispanic Business Unit at PepsiCo and had helped double beverage sales among U.S. Hispanic consumers in a short time, so she was the right woman to face down a pandemic.

Her throughline — and recipe for success? It always has to start with the consumer.

In Episode 17 Marissa explains her whirlwind responsibilities, the massive changes facing brands today, and how those Frito-Lay brands speak to specific audiences. We also talk about how COVID-19 has impacted campaigns from a Super Bowl sponsorship to a new direct to consumer approach. This is a great reminder for brands about the need to engage with consumers where they are. And right now, that is at home…with a pro-social commitment to community. For example, a big Cinco de Mayo campaign was planned and poised to roll out to retail…and instead quickly became Salsa for Cinco benefitting the Hispanic community — which has  been disproportionately affected by the pandemic. Listen to the evolution of the #AmplifyBlackVoices campaign which included letting PepsiCo ad space be used instead by Black artists to showcase their work.

There’s much to digest in this episode! So grab a bag of chips, click play, and enjoy!

What also talked about:

  • The importance of being agile in today’s marketing world
  • Pivoting to the direct to consumer space
  • The “Pantry Stock Phenomenon”
  • The different personalities of Frito-Lay brands
  • Today’s marketing renaissance
  • Details on the benefits of Salsa for Cinco and #AmplifyBlackVoices campaigns
  • PepsiCo’s commitment to diversity and inclusion in the workplace
  • Engaging consumers where they are
  • How Marissa and her family adjusted to the new normal!

Follow Marissa:

Linkedin @Marissa Solis

Resources Mentioned:

www.snacks.com

Salsa For Cinco with Mario And Courtney Lopez

Doritos Amplifies Black Voices

@mossappeal


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



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



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

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

E.B. Moss and Betsy Rella

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



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.”