Here to send you off for the weekend is our weekly news roundup, recapping last week's highlights including: the psychological science behind storytelling, turning data into actionable personalized communications, plus thought leadership gems on the CMO-CIO relationship and cultural advertising clashes across the pond.
The SmartVideo Blog
Welcome to the first edition of our weekly news roundup! I will be highlighting a collection of news from the previous week for enjoyment of SmartVideo blog readers.
SundaySky has appointed Mark Flaharty as the company’s executive vice president of advertising. Flaharty – a 20-year veteran of the digital marketing industry – comes to SundaySky from Criteo, a leading performance advertising technology company, where he built and led its North American business. At Criteo, he helped to define the personalized advertising strategy, which he couples with his years of experience in video and digital advertising at YouTube and Google, for his new position at SundaySky.
I recently attended the annual BrightRoll Video Summit in NYC, now in its fourth year. It was standing room only with more than 500 brand marketers, agencies, publishers and ad tech influencers in attendance. The venue was great, the sessions were insightful, the summit was a success. (So was the after party.)
In many senses, I am a “guy” of two worlds: I’ve spent my entire life split back and forth between Tel Aviv and New York City, from growing up to my education to my career, and even today I lead teams in both cities. Additionally, I’m a man of two worlds because I’m passionate about both design and technology, art and science, form and function. Which is why SundaySky is a natural and perfect fit for me; it’s a company that allows me to blend my love of technology and art as the vice president of creative.
In the year ahead, we anticipate that personalization and customer experience will be key trends for healthcare payers, largely due to the recent release of the health insurance marketplace, the consumerism of healthcare, and a shift in consumer expectations.
Recently, Mo Al Adham, CEO of Telly, wrote a VentureBeat article, “3 reasons why digital video needs to rethink its advertising model,” in which he argues that pre-roll ads have a “negative impact” on the advertised brand and that the “death of pre-roll video” is looming. I’d like to counter his perspective: pre-roll ads have the ability to positively impact customer-centric brands and drive customer engagement and acquisition strategies.
Adham is right about one thing; online video advertising is currently executed the wrong way, in which it follows TV’s model of delivering one ad to many viewers, ultimately annoying the consumer. I agree that the industry needs to innovate, but not at the expense of the pre-roll ad. Consumers want content and experiences that address their personal interests, ads they want to watch. Matching creative best practices from TV advertising with data-driven intelligence established in the display marketing space in recent years lies opportunity to deliver better, more personalized video ad experiences to consumers, even by pre-roll. While the ability to choose your own ad experience before a Hulu video starts is a small step toward a personalized experience, many brands are leveraging online video ad platforms to quickly move beyond just contextualized ads repurposed from TV. Think about it: if given the choice, would you choose a video ad for someone like you, or a video ad created in the moment just for you?
Tags: smart video, SmartVideo, innovation, customer experience, personalization, targeted advertising, retargeted advertising, pre-roll ads, video ads, customer acquisition, online video advertising, contextual advertising
The annual show for everything financial and technical in the hospitality space, HITEC, reminded me that it doesn’t matter what state the economy is in, you better lead, follow or get out of the way! The hospitality world is finally showing very robust signs of life with the rebounding economy, but that doesn’t mean the easy days of high occupancy and high ADRs (average daily rates) are back. Of course, tough economic times are the true test of a marketer. I believe the CFO rules when sales and profits are down, and for a CMO that means those three other letters – ROI – are the most important when requesting funds for marketing initiatives. To drive incremental ROI, marketers need to find new and exciting ways to communicate with past guests and future prospects. What is a hospitality marketer to do? You definitely want to “lead.”
It is well-documented that SmartVideo can be a powerful platform of communication. But what are some of the best ways to ensure that your SmartVideo campaign meets its objectives?
Tags: smart video, SmartVideo, customer engagement, customers, personalized video, personalization, creative, targeted advertising, retargeted advertising, pre-roll ads, best practices, personally relevant video, calls to action, CTAs, brand engagement, delivery
I’m coming to you live from Spain, at day two of Mobile World Congress 2013, where senior mobile professionals and partners from around the global convene to explore the innovative horizon. Though the future looks bright for mobile carriers everywhere, there are a few obstacles that continue to characterize the industry: high churn, high customer care costs, complex billing, and minimal differentiation.
Tags: customer engagement, customer experience, customer loyalty, brand loyalty, onboarding customers, first 90 days, personalization, AT&T, video bill, Net Promoter Score, customer churn, telecommunications, billing solutions, Mobile World Congress, customer retention, customer care