Traditional Media: Remixed

Within our ever changing media world it is a challenge sometimes to keep up with the latest advertising platforms. It seems as if every week there is a new app, digital medium etc. to research, digest and see if it would best fit your client. This is an exciting time for buyers, slowly going are the days of traditional mediums across all buys. However, our traditional mediums are still relevant, successful and used in my day to day buying. With the amount of traditional buying that is still done we have to think of different ways to” beef up”, for example, a radio buy and really think about our audiences’ behaviors and how they are changing and consuming advertisements.

I recently read an article called, Why Marketers Need To Rethink Radio Audiences Now. The article really spoke more to the tasks I do daily for our clients. I still spend most of my time carefully creating TV, Radio and Print buys. However, we are constantly looking for ways to connect not only with our audience through a :60 radio spot but adding elements to “beef up” that spot and make it become more interactive since we live in a world where people are constantly moving and interacting.

In this article the author references how successful Dunkin’ Donuts was with a recent campaign that wanted to promote ticket giveaways for its “Caught Cold” concert series. They wanted to use radio and knew from research who, how and when they wanted to target them. However, it was not just: 60 radio spots but included a call to action from their DJ’s to utitlize DD’s website, play a game and enter to win tickets to one of the five concerts. Pre-roll promotional video, announcements via social media and call-to-action banner ads helped with the promotion. At the concert, there were many other assets that promoted the “Caught Cold” product.

With all of these elements that gave “legs” to their radio spot the campaign was an enormous success. The point is, in order to truly engage your radio audiences today we need to use those loyal listeners to then move between media — posting on Facebook, checking email, uploading photos to Instagram or Pinterest, and utilizing their cell phones. In conclusion clients that want to reach and engage their particular audience need to be all of these places.

Media Spotlight: Elizabeth Furlong, Junior Media Buyer

Editor’s note: “Media Spotlight” is an ongoing series where we interview the wide range of professionals that make up our growing office. From the traditional media planners to our digital buyers, you’ll gain insight into the many levels that make up Media Works Ltd. This week we interview Junior Media Buyer, Elizabeth Furlong

How long have you been working in media/ advertising? 3 years – I was an advertising major in college and knew I wanted to get into media planning as soon as I graduated!

Can you describe a day in your life at Media Works? A good day or a bad day? (Just kidding!) We tend to make most of our buys on a quarterly basis, so the month before a quarter begins – December, March, June, September – is always a crazy time because we’ve just gotten budgets and are spending lots of time making phone calls, negotiating rates, placing orders, and tweaking dates. During periods that are not so hectic, we have more time to spend researching industry trends for our clients, investigating new media platforms, and holding brainstorming sessions. Billing and paperwork, trafficking creative to the correct outlets, and iced coffee are things that pretty much stay the same for me each day.

What’s your all-time favorite ad campaign? What made it special?

A few years ago, Ogilvy did a series of ads for Dove (“Evolution” and “Onslaught”) which drew attention to some of the issues with the way the beauty and cosmetic industries target girls and women. It’s a really interesting campaign and I liked the fact that Ogilvy and Dove highlighted an issue associated with advertising, through advertising. It goes to show that sometimes you just need to fight fire with fire.

What advice would you offer to someone looking to get into the advertising industry?

Get internships and try to get a better understanding of what part of the industry you want to be in. Do you like working with big concepts or are you more of a numbers and details person? Do you like working with people and shaking hands on a daily basis or are you more of a behind-the-scenes, “make-it-happen” person? There’s no right or wrong answer but it definitely helps to know when looking for jobs and going on interviews. I learned a lot about this working on group projects in college and that really helped me.

What’s something that no one knows about you?

I entered college as a biology major, and thought I wanted to be a doctor.

How To: Create a Successful Facebook Ad Campaign

People all over the world are spending more and more time on Facebook and other social media platforms. Being what I would call “the company Facebook expert”, I have decided to show my Facebook passion by sharing some insight with you. Knowing that each brand has different goals, let’s keep this very generic and start with the basics. Set aside your Facebook page for now and let’s just say you are a brand and you want your ads to show in the follow main placements.

There are many different types of Facebook ads, including your typical display ads as well as the popular ‘social ads’ that let you interact with the content. The display ads we are all very familiar with are the Right-hand side ads. The mobile and desktop News Feed ads are the more engaging ads and are fairly new.

The following tips are questions you need to ask yourself in order to create a successful Facebook ad campaign:

1. Who is your audience?

This is important because we want the ads served to people interested in your brand and therefore likely to click on your ad. You should know your audience for any type of advertisement. Fortunately, Facebook has many different demographics in order to help you reach your target. You can target based on geography, gender, age, birthday, education level, marital status, any hobbies, languages, and the list goes on. With Facebook you can really dig deep and get super specific in order to reach the right customer at the right time.

2. Is your image eye-catching?

Choose eye-catching, high quality, colorful images!  You will only have a few impressions to reach your target so make it count the first time. Stay away from the color blue because it blends with Facebook’s colors. Images with people in them seem to do very well. A good first impression always works.

3. Does your ad copy include a strong Call-to-Action?

You have caught the eye of the user with your flashy image so now what do you want them to do? In most cases we want them to CLICK on the ad, LIKE the ad or both. Make sure in your copy you express what they need to do in order to get more information about the ad. The most common CTA that I use is a “click here”, “apply now”, or “learn more” phrase. Or even better “Click here to apply now”.

Start with these three basic questions first in order to figure out which type of Facebook ad is necessary for your campaign.  Also keep in mind the goals of your campaign. Do you want more pages likes, new users, app installs, or just branded awareness? Lastly, make sure you start with multiple ads and test them to see which work the best. Play around with different ad combinations, images and placements and you’ll have yourself a great campaign in no time!

Media Spotlight: Kate Shaffer, Media Buyer

Editor’s note: “Media Spotlight” is an ongoing series where we interview the wide range of professionals that make up our growing office. From the traditional media planners to our digital buyers, you’ll gain insight into the many levels that make up Media Works Ltd. This week we interview Media Buyer, Kate Shaffer

How long have you been working in media/ advertising? I have been in the media industry for almost 8 years. I started at the rep firm Continental in 2007 and worked through the political year. I then worked on the station side for 3 years. I have been at Media Works since April of 2010.

Can you describe a day in your life at Media Works? A day at Media Works is never the same. Whenever I am explaining what our job entails I talk about the monthly process. The month begins with negotiating rates and placing buys for the next quarter. In the middle of the month we tend to do billing and client meetings. At the end of the month we are posting and making sure that our clients are receiving what was ordered. Every day is different and walking through the Media Works doors, you never know what you will get any given day.

What’s your all-time favorite ad campaign? What made it special? My all time favorite is “Elf Yourself”. It launched in 2006, and was one of the first interactive advertising campaigns. It allowed consumers to “star” in the marketing message. It is now an annual holiday event, and apart of many consumers holiday traditions. To me this campaign reached one of advertiser’s ultimate goals, make your product or brand so ingrained in tradition that consumers identify you with a tradition.

What advice would you offer to someone looking to get into the advertising industry? My best advice is to be prepared to grow and learn every day. Starting in college, do as many internships as possible. Once you are in the work force, go to as many webinars and training sessions as possible. It is a constant learning process and there is something new to the industry every day.

What’s something that no one knows about you? I am a country girl at heart and being from a small town is the best way to grow up. Even though the commute may be 45 minutes each way, I love going home to the country. There is nothing better than being surrounded by fields and greenery — and cows. You can’t forget the cows, they make it distinctly country.

Media Spotlight: Amanda Remeto, Account Supervisor/Media Buyer

Editor’s note: “Media Spotlight” is an ongoing series where we interview the wide range of professionals that make up our growing office. From the traditional media planners to our digital buyers, you’ll gain insight into the many levels that make up Media Works Ltd. This week we interview Account Supervisor/Media Buyer, Amanda Remeto

How long have you been in media?

9.5 years!

Can you describe a day in your life at Media Works?

Fast paced and ever-changing.  I enjoy coming in each day and catching up with my clients & co-workers.  I never know what the day will bring and that keeps my job exciting.  Never a boring day here at Media Works.

What are some of the challenges of your position?

Juggling my family and career.  The advertising world never stops and sometimes you need to be able to “put out fires” after normal 9-5:30 hours.

What is your all-time favorite ad campaign? What made it special? 

That is tough as there are a lot of creative campaigns that launched the past couple years I like.  I’m going to go back a decade or so and say the old McDonalds campaign with the whole gang – Ronald, Hamburglar & Grimace….  The characters really appealed to children.  Also the Folgers jingle gets stuck in my head still – “best part of waking up is Folgers in your cup”. 

Can you name a recent campaign/ commercial that you would’ve done differently? 

The Fiat launch campaign with Jennifer Lopez.  She’s not who I would have picked to represent that brand.  Also I personally find the Progressive insurance current campaign with the sales women annoying.  Although I see the commercials everywhere so the agency did a good job of reaching me and frequently.  They just need to switch up the creative.

What advice would you offer someone looking to get into the industry?

Get experience through multiple internships and try out creative, PR and the media side to determine what fits your personality/strengths the best.  Some young college grads get into media even though they don’t like to deal or work with numbers. That just doesn’t make sense to get into media if you can’t stand working with numbers.

What’s something that no one knows about you? 

I love to garden which most people I meet are surprised about and I love to read novel thanks to my kindle.

Media Spotlight: Julie Block-Padden, Senior Media Buyer

Editor’s note: “Media Spotlight” is an ongoing series where we interview the wide range of professionals that make up our growing office. From the traditional media planners to our digital buyers, you’ll gain insight into the many levels that make up Media Works Ltd. This week we interview Senior Media Buyer, Julie Block-Padden

How long have you been in media?

A long time! I started in 1988 out of college with Macy*s in New York City. They had an in-house advertising department at that time for all their stores. I started out buying and negotiating print for the store in Albany NY. I moved my way up the ladder into bigger markets and into broadcast and magazine buying then became a manager and eventually the Media Director managing the media buying and planning department.  It was really a great start to my career since Macy*s was such a heavy advertiser and I was exposed to all media and so many markets. They didn’t separate the planning and buying departments like most major agencies so I was fortunate to learn both. I moved to Baltimore and after having a baby I started at Media Works – I’m going on 10 years here!

Can you describe a day in your life at Media Works?

My days are spent working on various plans and buys for the clients I handle or managing the media schedules I’ve placed.  The day may include preparing a media plan or recommendation, negotiating rates, placing buys or attending client meetings or meetings with the media vendors we work with.

What are some of the challenges of your position?

It is challenging to stay abreast of everything happening in the industry. Over the years the landscape has become more fragmented and there are so many ways to reach our client’s potential customers. We need to be aware of how customers are consuming media and find the most cost efficient methods to reach them and deliver our client’s message.

What is your all-time favorite ad campaign?

I can’t say I have a favorite. But so many times you see or hear an ad and you can remember the context of it but not the advertiser. I think an effective campaign will have recall in both – you remember the campaign and the product or advertiser.

                                                         

What advice would you offer someone looking to get into the industry?

I learned a lot in the early days of my career by listening to others more experienced than me and by asking questions. I also read a lot of trade articles and still try to. Now the digital space is expanding at such a rapid pace that anyone starting out should learn as much as they can and personally use some of the social media that is out there to become familiar with it.

Media Spotlight: Laura Howard, Senior Media Buyer

Editor’s note: “Media Spotlight” is an ongoing series where we interview the wide range of professionals that make up our growing office. From the traditional media planners to our digital buyers, you’ll gain insight into the many levels that make up Media Works Ltd. This week we interview Senior Media Buyer, Laura Howard

 

 

How long have you been working in media/ advertising?  

Too long!! 29 years

Can you describe a day in your life at Media Works? 

One of the great things about working at MW is that no 2 days are the same.  Everyday has new challenges and demands and it keeps you from falling into a rut. 

What are some of the challenges of your position? 

With the absence of repetitiveness comes some challenges.  In this era of fast paced communications I find myself very demanding of the people I am waiting on as I put pressure on myself to answer client’s needs ASAP!!  

In addition, there are so many new research tools and technologies to learn and sometimes it can be overwhelming.  I have a new found appreciation for trying to teach my mother how to program the now outdated VCR!!

What’s your all-time favorite ad campaign? What made it special?

I’m not sure I have a favorite ad campaign but I do like campaigns that evoke strong emotions in me whether tears or laughter. 

What advice would you offer to someone looking to get into the advertising industry?

In terms of advice I would offer to someone getting into this industry, I would tell them to find whatever aspect of advertising they feel most passionate about – media, creative, digital, PR – there are many to choose from and – if you’re not sure where your passions lie, do as many internships as possible in the different areas.  Rule out what you don’t like.  And stay current – read as much as you can on the industry!!

What’s something that no one knows about you?

Something that no one knows about me – hmmm that’s hard!!  I wanted to be a journalism major but at the time I couldn’t type fast enough to get into “Editing for the Mass Media”  you had to type 20 wpm on an IBM typewriter.  I was already a junior and knew I had to declare a major.  I had taken Into to American Government and really enjoyed it so I became a government and politics major. I ended up working in advertising but I am a political junkie!!

Media Spotlight: Kass Burrowes, Social Media Relations Manager

Editor’s note: “Media Spotlight” is an ongoing series where we interview the wide range of professionals that make up our growing office. From the traditional media planners to our digital buyers, you’ll gain insight into the many levels that make up Media Works Ltd. This week we interview Social Media Relations Manager, Kass Burrowes

How long have you been working in media/ advertising?

I’ve been working in advertising for about 3 years. I started as an intern at an agency and fell in love with the culture and fast pace of the media industry.

What are some of the challenges of your position?

For me the biggest challenge with working in social media is trying to stay abreast on all of the tools and technology available. There’s new platforms and sites being released every week and often times we’re tempted to play with all the new toys, but and as a digital marketer it’s my responsibility to research these options and decide which is the best fit for our clients.

What’s your all-time favorite ad campaign? What made it special?

I’ve always been fascinated by automotive advertising so most of my favorite campaigns are for car companies. Over the past couple of years I’ve really enjoyed seeing Cadillac transform from a stale brand into a product coveted by people of all ages. More recently I’ve fallen in love with the Mad Med inspired Lincoln commercials that run during the show. Often time’s sponsorships can seem forced, but as a fan of the show I really appreciate them taking the time to make the ads appear seamless with the show.

Can you name a recent campaign that you would’ve done differently?

For me there aren’t too many campaigns that I would’ve done differently, but I do feel that there are some brands that need a reality check. As a social media addict it frustrates me when I see brands avoiding social media integration into their spots. We’re seeing more brands include their Twitter and Facebook handles into their commercials to help drive traffic. Forbes reported that 75% of brands integrated social into their ads. Obviously I’m a little partial because I work in the industry, but I really do see value in driving your customers to the social space.

What advice would you offer to someone looking to get into the advertising industry?

My advice to any young professional looking to get into advertising would be to hustle. These days there are so many people looking to get into advertising/social media that you have to find a way to make yourself stick out from the crowd. Whether it’s finding a creative way to represent yourself in your resumé or simply working double time to land an interview, or working unpaid as an intern, you have to work hard to get the job you want. That’s the first part. The second part is working just as hard to keep your job and make an impact. For me it was never just about getting a job in advertising. I felt I had good ideas and I wanted the opportunity to share them and see them implemented. As a result I did whatever it took to get my feet in the door so that I could prove myself and I’ve been here ever since.

Shazam: Taking QR Codes to the Next Level

Shazam has been a popular app for smartphone users for several years now, but recently I have noticed the Shazam icon pop up in several television commercials. When the Shazam logo appears in the corner of the screen, viewers can use their smartphone to be redirected to the advertiser’s site for more information. This is very similar to the way advertisers have been able to take advantage of QR code technology. Since we live in a multi-screen world, this seems like a very convenient way to deliver more advertising content to potential consumers, but I have often wondered, are these means successful or does every advertiser have one just because every other advertiser does?

From the perspective of someone working in the advertising field, this seems like a simple and inexpensive way to deliver more content to potential consumers. But off the clock, I have never seen an advertisement and felt the need to pull out my smart phone, open Shazam/QR Reader, scan the audio/code and view more content. I am more of an “I’ll Google that when I get home” kind of guy. So does this sort of coding produce higher volumes of traffic?

Research from the 4A’s suggests that 1 in 3 smartphone or tablet users have scanned a QR code at least once and a study done by comScore Inc shows that QR codes perform best in newspapers and magazines. I have often wondered if people simply scan these codes because they are simply marveled by the technology or if they genuinely interested in engaging with the brand. A case study I was able to find on Shazam’s website gave the following statistics:

• Brand interaction – 68% of people who tagged the ad went on to further engage with the brand.
• Word of Mouth / Social Activity – 55% of people who tagged the ad talked about the brand with others.
• Bookmarking for later use – 55% of the people who used Shazam to tag the ad cited that one of the reasons they did so was to save it for later.

So it looks like coded messaging has proven to be a successful means of generating more branding opportunities. I feel that the key to a successful coding campaign would be to get the ad in front of the right people. If advertisers are getting their coded message in front of the right people, there would be a higher chance that they would choose to participate.

Media Spotlight: Lauren Barnaba, Digital Media Planner

Editor’s note: “Media Spotlight” is an ongoing series where we interview the wide range of professionals that make up our growing office. From the traditional media planners to our digital buyers, you’ll gain insight into the many levels that make up Media Works Ltd. This week we interview Digital Media Buyer, Lauren Barnaba.

Q: How long have you been working in media/ advertising?

I’ve been working in the Advertising industry since I graduated college. Prior to Media Works I worked at a staffing agency called Profiles where I was their Marketing Coordinator. I’m going on 4 years at Media Works in November!

Q: Can you describe a day in your life at Media Works?

Each and every day at Media Works is fairly different but typically starts out with 3 large cups of coffee! Throughout the day I like to do my research to keep up on industry trends via blogs, Twitter, LinkedIn, etc. I normally have a few webinars and meetings each week to keep up with new offerings in the market for my clients. Every day I monitor, bid & report on Facebook and Google campaigns, making sure I’m staying within my budget for each campaign. There are many brainstorming sessions that happen in the Interactive Pod (iPod) throughout the day. I also spend my time planning for future campaigns, talking with sites & vendors and making sure emails get answered.

Q: What are some of the challenges of your position?

The advertising world is changing every minute so a big challenge for me is keeping up with all the new trends in the market, social media platforms, and other opportunities for my clients. Facebook and Google specifically are always rolling out new features so it’s my job to keep up with all the latest and greatest!

Q: What’s your all-time favorite ad campaign? What made it special?

I honestly don’t have a favorite but I can tell you that I get pretty serious during the Super bowl commercials. I did a project in my advertising class in college on the Super bowl ads and have been analyzing since then. I do always enjoy the E-Trade baby, Bud Light and Doritos commercials. Most recently, I love the Volkswagen dog ad. The one where the dog works out to get through the doggy door. It hits home for me because I grew up with a dog and consider myself a dog lover!

Q: What advice would you offer to someone looking to get into the advertising industry?

If you are still in college or a recent college grad make sure you intern as much as you can in the industry and learn, learn, learn about each sector of advertising! Network and surround yourself with professionals to get involved and make a name for yourself. Attend webinars to educate and keep up with current trends. Don’t be afraid to ask questions.

Q: What’s something that no one knows about you?

I played on the #1 soccer team in the nation my senior year of high school. I have also met and hung out with John Mayer while in NYC.