| A CYNOPSIS MESSAGE FROM HULU |
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| A CYNOPSIS MESSAGE FROM HULU | | |
ELSEWHERE…. Recharging remains a constant issue around the venue, which should be no surprise for those who attended AWNY in 2018. Fortunately, Hulu's large display on the ground level provided not just plugs but wireless charging options (for those who had the capacity to use them), while Verizon's second-floor hangout featured USB chargers on multiple tables. Another spot of interest was FourthWall Media's demonstration area, where their new TV analytics and optimization platform Reveal 5 was on hand for testing out. Reveal 5 "puts all of the data, audience matching, analytics, optimization, and attribution in one platform," Ellen Dudar, chief product officer, FourthWall Media said. "We want to convey that it’s an integrated platform that is real and ready to be put to work. As Version 5, we have proven out the data infrastructure and processes that support the analytics that are important to marketers, agencies, programmers, and operators."
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| A CYNOPSIS MESSAGE FROM HULU |
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| TOP OF THE MORNING (Q&A) If you're in advertising, you're probably familiar with The Advertising Research Foundation (ARF). Around since 1936, the organization aims to bring the benefits of science to the study of marketing and advertising – words that are undoubtedly music to the ears of many AW attendees, particularly ones involved with AI. "For us, evidence matters," says president and CEO Scott McDonald. "Everybody's very sales-y in the business, loves the greatest hot new thing – and our job is to see if there's any proof for it." McDonald sat down with Cynopsis ahead of Advertising Week to discuss what it means to do things a little "orthogonal" to the rest of the industry. What is the importance of Advertising Week to the industry? McDonald: For the industry it's to me it's like the CES of the ad industry. Someone you want to meet is going to be there; people do a lot of side meetings. Outside of being in NY it's important because of its scale to the industry. To the ARF it's part of an experiment we've been building in the last year or so. It's a way of breaking out of the insularity of doing your own conferences. Part of what we're trying to do was come up with something that was a little orthogonal to the other programming. You're interviewing on two keynotes Wednesday: The Customer Journey – Being Fit for Purpose; and Connecting the Dots: Fans, Ice Cream and Values. What's the most important thing to remember about being a moderator of a discussion? McDonald: I view these kinds gatherings as opportunities to learn. The moderator has to make that happen by asking questions for things you don't understand, or things that might be doubling up in the mind of someone who might have some skepticism. Beyond that, it's keep an eye on the clock. Streaming services are one of the hottest areas of the business right now. What excites you about that aspect of content? McDonald: You have an extraordinary expansion of choice, a lot of competition for programs, and old shows rights being traded to broadcast, and new values being set for these libraries. From a consumer standpoint there are a lot of interesting questions that are exciting to me as a researcher and observer of these things. For one thing, how do people cope with so many choices? Will this look like Spotify or Pandora five years from now, with algorithms recommending things to you, as opposed to sending you to a guide or more analog forms of program discovery? With the perpetration of skinny bundles, you have people hit a ceiling of how much households can stand, and it's so easy to cancel a subscription. There's a lot of hopping around behavior and the question is, how does that get managed by these companies who want to monetize after they've made these investments. It's a scrum right now. You have a PhD in sociology – how does that help in understanding the advertising space? McDonald: Sociology concerns itself with measurement as well as creating conceptual models and incorporates other science fields. Things I learned in graduate school that were directly applicable – statistic, network analysis, stratification and inequality, and demography and all those things, they're part of how you understand the world and sociology is trying to translate those into a narrative that non-specialists can grok. I think I've used them every day of my career. I did a panel yesterday about influencer marketing and those are sociological questions. |
| A CYNOPSIS MESSAGE FROM HULU | | |
LATEST MARKETING STATS * 70% of marketers prioritize content quality over quantity * Titles with 6 to 13 words attract the highest and most consistent amount of traffic * Content marketing generates more than three times as many leads as outbound marketing (and costs 62% less) * 51% of content consumption derives from organic search * By 2022, mobile traffic (via smartphones) is expected to increase tenfold Sources: Point Visible, HubSpot, Content Marketing Institute, Kuno Creative, Ericsson QUOTE OF THE DAY "This is an opportunity all in one place to hear from many competitors, potential partners in just over a week," said Hanna Gryncwajg, VP Enterprise of Accounts for measurement attribution company TVSquared. "It's like information by firehose." TOMORROW AT AWNY On Day 2, panels will include The Future of TV Is Now: How Brands are Scaling Success in Connected TV; The Streaming Wars Paved the Way for an Ad-Supported OTT World; and TV+Attribution: A Modern Day Love Story. Also look out for a Cynopsis chat with Brad Feinberg, VP of media and consumer engagement for MillerCoors, who calls AWNY, "(A) North Star moment in the year where the community points us on the path forward in the evolution of modern marketing." Got something you want to share? Insights after a panel? Advice on where to find the best place for lunch? Then track down Cynopsis at one of the panels listed above, or ping newsletter reporter Randee Dawn on Twitter @RandeeDawn !
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