• IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    The IAB NewFronts 2025 conference, held from May 5th to May 8th in New York City, serves as an annual check-in for the digital advertising industry, and this year was no different. Organized by the Interactive Advertising Bureau (IAB), NewFronts is a crucial event where major publishers, platforms, and content creators showcase their upcoming content and ad opportunities to media buyers and media planners. This year’s conference spanned from creator benefits to platform updates and new formats, but almost all presentations were underscored by Artificial Intelligence no longer being seen as an enhancement, but the foundational layer upon which the future of video content, distribution, and monetization is being built.

    The Pervasive Hand of AI: Intelligence Infused at Every Layer

    If there was a single theme that dominated NewFronts 2025, it was the omnipresence and accelerating sophistication of Artificial Intelligence within the work of digital marketing agencies. AI is no longer a futuristic concept; it is irrevocably transforming every single layer of the digital video advertising stack daily.

    As it relates to ad placement and targeting, AI’s intelligence was highlighted as the key to moving beyond traditional, broad demographics. Platforms such as Wurl and Tubi detailed their advancements in AI-driven contextual analysis, which enables advertisers to place their messages within content that aligns not just thematically, but also emotionally. For example, an ad for a luxury car might appear during a triumphant sports moment, while a family-focused product could be seamlessly integrated into a heartwarming drama.

    AI is also revolutionizing the media buying process itself. Programmatic platforms showcased their next-gen AI optimizers, capable of making precise, real-time bidding decisions on behalf of advertisers. In essence, this translates to campaigns that are not only more efficient in reaching target audiences, but also more effective in driving desired outcomes. The ability to instantly analyze billions of data points – from viewing habits to conversion pathways – allows for a more dynamic allocation of budgets, helping every dollar spent be optimized for maximum impact. The future of media buying, as presented at NewFronts, is increasingly automated, intelligent, and driven by predictive analytics.

    CTV’s Ascent to Full-Funnel Dominance Goes Beyond Awareness

    Connected TV (CTV) saw some gains in popularity among agencies this year, establishing itself as far more than just a top-of-funnel branding vehicle. One major player in the CTV space, Amazon, debuted advancements in their interactive video ads, which now allow viewers to purchase products directly from their TV screen with their remote.

    Similarly, Teads and LG Ad Solutions presented their latest work in interactive overlays, pause ads, and gamified advertising experiences. Their format, “Pause Ads”, are now appearing when a viewer temporarily stops content, and they are sold as a non-intrusive, yet impactful, opportunity for brand messaging. Alternatively, “Gamified Ads” on these platforms leverage interactivity via rewards or exclusive content to build deeper engagement, transforming a passive viewing experience into an active interaction with the brand.

    The final CTV highlight came from the expanding landscape of Free Ad-Supported Streaming TV (FAST) channels. Major content providers and streaming platforms announced substantial investments in expanding their FAST offerings, often including exclusive, premium content that previously lived behind paywalls. This rapid expansion of FAST channels presents an enormous opportunity for advertisers to reach highly engaged audiences in a TV-like environment but with the enhanced targeting and measurability of digital. The blend of linear-like comfort with digital precision is proving to be a winning combination for both viewers and advertisers. Overall, the story was that CTV is no longer just about mass reach; it’s about targeted reach with measurable, performance-driven outcomes.

    Creators: The Epicenters of Culture, Commerce and Community

    Across many panels and demonstrations, the impact of content creators and content creation agencies was the center of discussion. Specifically, social media creators were shown to have immense power in driving product discovery, building communities, and ultimately, influencing purchasing decisions. In order to support these Creator VIPs, new tools and initiatives were announced that promised to serve as bridges between brands and creators.

    Included in these enhancements were improvements to discovery platforms that simplify the process for brands to find creators whose demographics and values align well with their campaigns. TikTok, for instance, used its NewFronts appearance to showcase its commitment to creators and highlighted how its platform continues to lead to impactful social media marketing moments.

    There was also a focus on streamlined matchmaking services and improved measurement methodologies to accurately attribute the impact of creator content on overall campaign performance. This signals a move towards a more sophisticated creator economy, where ROI is clearer and partnerships are more strategic.

    Social Platforms Evolving into Intent-Driven Commerce Hubs

    The evolution of social media platforms from mere entertainment conduits to powerful, intent-driven search and commerce hubs was another major theme of NewFronts 2025. The lines between social discovery, content consumption, and direct purchase have continued to blur, and likely will continue to do so.

    TikTok, for instance, showed off its investment in features that allow users to discover products organically within their feed and then seamlessly transition to a purchase. This included shoppable videos, live commerce events, and in-app virtual storefronts. The platform is not just about entertainment; it’s becoming a significant starting point for product research and direct transactions, challenging traditional search engines and e-commerce sites.

    Adding to this strategy, TikTok announced new support tools for small and medium-sized businesses (SMBs), providing more resources for these advertiser groups to leverage the platform’s commerce capabilities. And despite ongoing legislative challenges in the U.S., TikTok conveyed a strong message of confidence in its future to advertisers, emphasizing its commitment to its users and partners.

    Similarly, YouTube emphasized its growing role in the discovery stages of the buyer’s journey, with viewers increasingly turning to the platform for reviews, tutorials, and product demonstrations before making purchasing decisions. New features integrating product feeds and direct links within video content were touted by the video giant, the goal being to capture more attention real estate along the way. Meta platforms, including Instagram and Facebook, displayed their continued ecommerce advancements in the form of enhanced shopping experiences, personalized product recommendations, and augmented reality (AR) “try-on” features.

    And now, even professional networking platforms are expanding their video advertising capabilities. LinkedIn, for example, unveiled its newest video ad options, allowing B2B marketers to leverage the power of video storytelling to connect with professionals and drive conversions within their unique context. This highlights the expanding definition of “video for social” and its application across diverse consumer and professional groups.

    In short, these updates mean some brands may need to rethink their social media KPIs. It’s no longer just about building brand awareness or driving traffic off-platform. It’s about optimizing content for in-app search, creating compelling, shoppable experiences, and leveraging each platform’s native commerce tools to shorten the path to purchase. As always, the goal of any good social ad is to capture consumer intent precisely when it emerges within their browse.

    Identity, Inclusion and Attention: The Human Element in a Tech-Driven World

    Amidst the dizzying array of technological advancements, a powerful emphasis on the human element also emerged throughout some of this year’s discussions. Diverse voices and cultural relevance were championed as strategic imperatives, not just corporate social responsibility initiatives.

    Companies like MyCode, Revry and LatiNation delivered compelling presentations on the importance of authentic content creation and ad placement within programming that genuinely reflects and celebrates diverse communities. The message was that this isn’t just about reaching niche audiences; it’s about building trust and resonance with a multicultural consumer base, because we’ve seen time and time again that the audience resonates with seeing itself accurately represented in media. Ignoring the nuances of identity, ethnicity, and lived experiences risks, if not assures, that advertisers, studios and publishers alienate significant segments of the market.

    Again, there was a palpable shift in the conversation around measurement at NewFronts this year. While traditional impressions and reach remain important, a deeper focus emerged on “attention” and “dwell time” as more meaningful proxies for engagement. Marketers are increasingly understanding that simply being seen isn’t enough; the ad must be truly attended to. This led to discussions about developing better metrics for active viewing, measuring emotional response, and understanding how long an ad truly captures a viewer’s focus.

    In essence, NewFronts 2025 reaffirmed that while technology provides the tools, it’s the human connection that drives true impact. The brands that will thrive will be those that can align their values with the cultural nuances of their target audiences, and then capture their genuine attention through relevant content.

    Looking Ahead: The Intelligent, Immersive Future

    All in all, IAB NewFronts painted a vivid, compelling picture that showed digital video advertising has grown broader, yet more precise than ever before. Overall, the marching orders were:

    • Brands Must Embrace AI as a Strategic Partner: AI is not a trend; it’s the operational backbone of future campaigns, and it can offer improved efficiency, targeting, and optimization if used adeptly.
    • Revisit Investments In CTV: CTV is a mature, full-funnel platform capable of driving measurable performance across the entire sales journey. No longer is it just one of many levers at the top of your funnel.
    • Collaborate And Support Your Creators: Content creators are still in charge, and to reach the communities they represent, brands must support and represent them well in return.
    • Optimize for Social Commerce: Social media platforms are powerful intent engines and have grown into their roles for direct ecommerce. New tools are also available for SMBs for some platforms.
    • Prioritize Identity, Inclusion and Attention: Cultural fluency and genuine engagement are paramount for building lasting brand relationships.

    Josh Ford

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  • 3 2025 Super Bowl Ads That Got Us Talking: Tubi, Dunkin’, and Fetch

    3 2025 Super Bowl Ads That Got Us Talking: Tubi, Dunkin’, and Fetch

    Every year, brands pull out all the stops to make a splash. Some go for patriotic, some go for sentimental, while others go for absurdity. This year, three ads caught our attention and got us talking. Melody Curran (Brand Strategist) and Rory Nolan (Creative Copywriter) broke down the Tubi, Dunkin’, and Fetch commercials — analyzing what made them stick with us from both creative and strategic perspectives — and highlighted the importance of aligning strategy and creative toward a common campaign goal.

    1. Tubi: Weird, Wild and Western

    Ever heard of Tubi before this year’s Super Bowl? Yeah, us neither. But their ad made sure we’d remember the name. The spot featured a kid with a cowboy hat… that was part of his skull. Yep, you read that right.

    The ad leaned into the absurd while subtly playing on trends. Westerns were once America’s favorite genre, but fantasy has taken the crown in recent years. We have a hunch that Tubi cleverly (and creepily) used that data point  to showcase its broad selection of content. And it worked.

    We couldn’t stop talking about the underlying message: your media preferences are part of your identity. From Yellowstone-loving city slickers to fantasy fans sporting wizard hats, the ad reminded us that Tubi has something for everyone — no matter what genre speaks to you.

    The Verdict: Memorable, weird, and surprisingly insightful. We’ll be thinking about that cowboy hat for a while.

    2. Dunkin’: All Celebrities, No Substance

    Ah, Dunkin’ — the beloved Massachusetts staple. This year, the coffee giant went big with a celebrity-stuffed spectacle featuring Ben Affleck, Casey Affleck, Jeremy Strong, Bill Belichick, Bill Belichick’s girlfriend and more. It was loud, beyond colorful, and jam-packed with pop-culture references.

    The problem? It tried to do too much. Between the pop-culture nods, the over-the-top humor and the sheer number of stars crammed into 60 seconds, the core message got lost. We couldn’t help but wonder: What was the plan here?

    We get it — Dunkin’ doesn’t need to introduce itself. But this felt more like a flex than a clear, cohesive ad. The best part? A brief moment of real, relatable banter about Dunkin’ being for “real” people. If they’d leaned into that, maybe the ad would’ve hit harder.

    The Verdict: A classic case of “too much of a good thing.” Dunkin’, we love you, but next time, maybe skip the Dune references.

    3. Fetch: A Stunt That Missed the Mark

    Fetch took a big swing with a Super Bowl giveaway, promising $10,000 to 120 lucky viewers who participated through their app. The idea was solid: turn a passive ad experience into an interactive event (while hacking their big game ad-buy). But in execution? It fell flat.

    For starters, Fetch isn’t exactly a household name. The ad didn’t do enough to explain what the app actually does (it’s a rewards platform for everyday purchases, like groceries) ahead of encouraging downloads – a direct response strategy. Instead, viewers got a vague message and an arguably clunky process that required them to stay on the app for 10 minutes to participate in the giveaway. We’re curious how many of those that did download the app kept it on their phone and learned more about what Fetch Rewards does the other 364 days of the year.

    We admired the ambition, though. Fetch used its budget to give back to consumers instead of just paying celebrities — something you don’t see often enough. They also saw a huge lift in site traffic with a 803% spike on Feb. 9th, according to Similarweb. But without more brand awareness or clearer instructions, the stunt likely left many viewers scratching their heads and may lead to a drop off in traffic, app downloads post-event versus capturing long-term, loyal customers.

    The Verdict: A promising concept that needed more groundwork. Maybe next year, Fetch.

    Super Bowl ads are like halftime shows: some blow you away, some leave you baffled, and all of them get people talking. Tubi won the “weird but compelling” award, Dunkin’ went celebrity-overload, and Fetch tried to hack the system with mixed results.

    At the end of the day, these ads reminded us that creativity, strategy and clarity matter more than celebrity cameos or flashy stunts. And if you’re going to attach a cowboy hat to someone’s skull, well, you better have a solid story to back it up.

    What did you think of these ads? Did Tubi’s weirdness work for you? Did Dunkin’ make you laugh? And did you even know what Fetch was before the giveaway? Let us know!

    Rory Nolan

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  • 2025 Marketing Trends Unwrapped: Evolving from 2024’s Landscape

    2025 Marketing Trends Unwrapped: Evolving from 2024’s Landscape

    From AI breakthroughs to micro-moments, here’s how marketing hit all the right notes in 2024 and will continue to sing loud in 2025.

    With 2024 behind us, marketers are now fixated on what comes next. The trends that dominated last year have set the stage for 2025, proving that marketing is a constantly evolving playlist of innovation and adaptation. Here’s how the industry’s biggest hits from 2024 are poised to evolve and amplify 2025 marketing trends.

    1. AI Everywhere

    58% of companies using generative AI apply it for content creation.

    53 AI Writing Statistics & Trends

    AI tools are becoming the ultimate duet partner for creatives.

    Generative AI has gone from a novelty to a necessity, transforming so much across industries. From spinning up social media posts to developing full-scale campaigns, AI is empowering marketers to focus on strategy and creativity while the tech handles the heavy lifting. The result? Campaigns that are faster, smarter, and more tailored than ever.

    Key takeaway for 2025: The role of AI will continue to expand further into more of the marketing workflow enhancing analytics and personalization, helping brands hit the right note with audiences at every touchpoint. Bear in mind that as AI continues to evolve at a rapid pace, if you’re not intentional and well-informed as you wield these new tools, your efforts could backfire.

    2. Short-Form Reigns Supreme

    73% of people believe videos between 30 seconds and 2 minutes are most effective.

    Wyzowl’s 2025 Video Marketing Statistics

    Reels and Shorts are playing on a loop.

    In 2024, bite-sized content proved its staying power, and the appetite for quick, captivating, and off-the-cuff videos isn’t slowing down. Platforms like Instagram Reels, and YouTube Shorts are the go-to for delivering memorable brand messages in record time.

    Key takeaway for 2025: The challenge for brands will be balancing fresh content, embracing trends, and staying authentic to who they are all while maintaining a certain level of quality and keeping up with the speed of social. Think: nimble, creative, and keeping your dial tuned in to your audiences’ preferences.

    3. Hyper-Personalization

    73% of customers feel treated like unique individuals by brands.

    Salesforce State of the Connected Customer 2024

    Personalized emails, ads, and content are like a custom mixtape for customers.

    2024 made it clear: customers want experiences tailored just for them. Whether it’s an email that feels like it was written specifically for the recipient or an ad that speaks to a unique need, hyper-personalization has redefined engagement.

    Key takeaway for 2025: Leveraging persona-based analytics to drive insights, brands can deepen relationships with their audiences, proving they’re not just listening but also responding with intention.

    4. Sustainability Hits Center Stage

    88% of consumers seek information on a company’s CSR initiatives when considering a purchase.

    Corporate Social Responsibility Statistics 2025

    Turn up the volume on highlighting company green initiatives and employee programs.

    As consumers become increasingly eco-conscious, brands that prioritize sustainability will continue to shine. Whether it’s through transparent reporting or campaigns that showcase environmental impact, sustainability is no longer optional—it’s a business imperative.

    Key takeaway for 2025: To resonate authentically with consumers, companies should align their messaging with their values, ensuring that their sustainability efforts are embedded into the core of their business’s mission.

    5. Voice Search Optimization

    1 in 5 people globally are using voice search.

    62 Voice Search Statistics 2025

    Digital assistants and voice technology will soon be part of everyday life. “Hey, Alexa, what’s next?”

    Voice search is quickly becoming second nature, and brands need to optimize for this hands-free tech. From conversational SEO to voice-friendly content, 2025 will be about making sure your brand is easy to find—whether your audience is typing or talking.

    Key takeaway for 2025: With smart speakers and digital assistants continuing to rise, voice search optimization should be a top priority for marketers

    The Encore: Marketing in 2025

    As we look ahead, 2025 promises to be a blockbuster year for marketing:

    • Total Ad Spend Worldwide: Forecasted to hit $1.07 trillion (WARC).
    • Most Streamed Platform: Instagram Stories, leading the charge with its engaging, short-form content.
    • 2025 Rising Star: LinkedIn Ads. With its professional audience, LinkedIn is rapidly becoming the go-to platform for B2B marketing, offering unparalleled access to decision-makers and industry leaders.

    From the growing role of AI to the dominance of short-form video, 2025 is shaping up to be a year of opportunity and evolution. The key to success? Embrace innovation and craft integrated marketing strategies to resonate genuinely with your audience, and you’ll elevate your brand… all the way to 11.

    Here’s to hitting all the right notes in 2025!

    Marc Checket

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  • 5 Steps to Validating Your Campaign Concept

    5 Steps to Validating Your Campaign Concept

    In a world where consumers are increasingly demanding social responsibility from their chosen brands, it’s imperative that said brands refrain from turning social movements into tropes to be exploited. The consequences, as Pepsi found out last week, can be severe. On Tuesday, the soda brand attempted to capitalize on the perceived Social Justice Warrior generation with an ad disarming a police blockade using a can of delicious cola delivered by the stunning in slow-mo Kendall Jenner. What they got instead of cheering crowds and a Coachella dance party was an enraged social media mob. How did things go so wrong? Here are 5 steps to validating your campaign concept.

    https://twitter.com/jbarro/status/849391281893769218

    1. Make sure your spokesperson is relevant.

    Pepsi is only the latest in a series of big name brands getting tripped up by misreading public opinion. Last year Budweiser pulled an ad series amidst backlash for Seth Rogan and Amy Schumer advocating the gender spectrum in a commercial called “Labels”. While the reasons might be multi-faceted, one important question that was overlooked is “Are these spokespeople really the best choice?” Kendall Jenner is undeniably glamorous, but it’s that glamour that made her as wrong for the Pepsi spot as Rogan and Schumer were for Budweiser. If you’re going to use a celebrity to represent your brand within a cause, make sure that it’s a cause they’re known for supporting. No one is going to bat an eye at Matt Damon in a Poland Spring commercial about making clean water available to everyone, but Lance Armstrong supporting a healthy lifestyle? Don’t shoe-horn a supermodel into the middle of a protesting crowd. You can do better than that.

    2. Be genuine.

    Whichever side of whichever issue you happen to be on, it’s clear that there are as many problems facing our world as proposed ways to fix them. And with the key demographic of young, active people increasingly getting involved it might look like prime real estate to advertisers. If you’re going to drink from those waters however, it’s vital that your message be formed around the movement and not the other way around. Airbnb’s Super Bowl ad about acceptance is a prime example of how to do it right. The 30 second spot is filled with messaging about racial, orientation, religious and gender co-operation all packaged with some beautiful photography and clever editing. In fact, you can’t even tell it’s a commercial; rather than a PSA, until the last 2 seconds when the hashtag #weaccept flashes over the company’s logo. It’s a touching commentary set over soft piano music that could easily move one to tears, and into an Airbnb partnership.

    3. Don’t hop on the bandwagon, build it.

    Along the same lines as being relevant, don’t play ‘social movement roulette’ when choosing where to focus your efforts. Recently Lyft has been held up as the paradigm for “good is the new cool” putting its money where its mouth is by headlining corporate values and with programs like “Round Up & Donate”. Anyone can get behind adopting puppies, but how is that applicable to your brand? Making the world a better place is a wide scope; be specific, make it personal, and build a cause rather than borrowing one. 

    4. Make a list of what you’ll be praised AND criticized for.

    This one should be obvious, but there are some nuances that may be as difficult to grasp as a soda can. Going back to Budweiser, its 2017 Super Bowl ad extolling the virtues of immigrants received just as much hostility as it did praise. The company has gone on record in saying that it’s only coincidence that the commercial aired at the same time the White House announced its controversial travel ban, but that’s not the point. What is clear is that observant people sat down and considered the content from the audience’s perspective and decided that the cause was in keeping with their values despite the criticism it might receive.

    https://twitter.com/RonanFarrow/status/849407386502778884

    5. Put it all under a microscope, before your audience does.

    Can you find a person over 30 in the Pepsi commercial? Or one that doesn’t look like they stopped for that protest on the way to a GQ runway? It’s well known that people like looking at attractive people, but when your campaign is going to be seen as sponsorship for a social cause, it’s critical to include a healthy dose of reality. Remember that your audience is going to be looking at every frame, every street sign, every license plate. Not every faux pas may be as obvious as Nivea’s “White Is Purity” but if it’s in there, the internet will find it and you do /not/ want to be the next #prnightmare.

    https://twitter.com/krojasjoy/status/849771606494859264

    With the bar of advertising creativity on a constant rise, it might be tempting to use current events to punctuate your content campaigns. And it can pay off big like it has for Airbnb, Lyft, and Delta, if you can remain genuine and critical of what it is you’re saying to the audience. It’s important, nay required, that if you’re going to tap into people’s passion for social justice, you do it with the same concern that you would religion. If someone on your review team says that having Heidi Klum seduce the Dalai Lama with a cheeseburger is in bad taste, you probably shouldn’t have her offer it to a police blockade instead. Just sayin’.

    Matter

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  • 5 Ways to Turn Existing Content into Engaging Visuals

    5 Ways to Turn Existing Content into Engaging Visuals

    />If your company has existing content that is not being utilized in a visual way, then you may be missing out on a rich source of engagement. Turning your content into engaging visuals may sound like an intimidating task but once you get started you’ll find ways to expand your library of visual content quickly and efficiently. We’ve compiled five ways to help you get the most out of your content and get more eyes focused on your work.</span></p> <ol> <li> <h2><strong>Case Studies</strong></h2> </li> </ol> <p><span style=One of the most effective ways of taking existing content and turning it into a more visually engaging piece is through the creation of case studies. That successful project you put your heart, sweat and tears into for three months? Share it with your audience! Why not create a dedicated page on your website, a sales tool or a company brochure? Highlight your stats with colorful graphs and icons. Hire a professional photographer to capture authentic images of your office or team members collaborating together. Giving your audience a view from behind the scenes is a great way to build trust in your brand and show transparency.

    Ebooks

    If you’re looking to grow your list of prospects, an ebook is a great way to generate inbound leads. An ebook is an electronic version of a traditional printed book that users can view on their computer, tablet or smartphone. Take an existing blog post and reorganize the content into defined pages or chapters. Then, add some complementary imagery to help tell the story. Once you’ve got your snazzy new ebook ready for release try setting up a page on your website where visitors are required to enter their email address to access and download the free content. Publicize your ebook further by taking some of the imagery to promote on your social channels or in a paid campaign. 

    Infographics

    An infographic is a visual piece often consisting of icons, graphs, charts and stats which present otherwise dense or complicated information in an easy to consume way. Your company may conduct meaningful research about market trends or user insights or your annual report could be re-considered as an infographic for investors. Keep a file and make sure to track useful company and industry data and analytics throughout the year. Those stats and figures can easily be turned into powerful infographics that your audience will want to engage with and share. According to HubSpot, infographics are liked and shared 3X more than any other type of content. To support the SYLVANIA State of the Socket Survey 2016, we created a branded infographic for media pitching and marketing purposes, and then broke it down into bite-sized “social snapshots” for spreading the word on social media.

    Video

    If you already have an infographic that’s getting some attention, the next thing to do is elevate that piece into an animated video. Motion tells the story in a compelling, dynamic way and holds your audience’s attention for the duration of the piece.

    If you have a corporate brochure that gives an overview of the history and scope of your services or product, then you already have the outline of a script for an explainer video. A video services agency can turn your script into a powerful video that builds brand awareness.

    Another way to spur off a new video is to do some analysis and get creative! To kick off Black Duck Software’s first-ever user conference, we dug into their history, their customer, and the technical background of their product. The result? A high-energy piece with an epic voice-over from famed narrator Stefan Rudnicki.

    Social Posts / Advertisements

    When it comes to social media it is crucial that your company shares content on a consistent basis. Facebook posts with images see 2.3X more engagement than those without. You can use images from your company’s new case studies, ebooks, infographics and animated videos, and see what your audience reacts to the most. Try reworking a significant stat from your infographic and cropping it into a post that can be easily shared. Mock up your ebook up to look like a physical printed piece and promote your smarts. Take the animated video and split it up into moving GIFs that can easily be shared on social media or used in a paid campaign.

    The possibilities are endless when it comes to displaying existing content in a visual way. For every case study, blog post or other piece of content you produce, think “visual content package” and apply the ideas above. Break out your brand guide! With a uniform look and feel, your content library will multiply, your marketing calendar will thank you, and each new piece will play into one another seamlessly.

    Matter

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  • 3 Traps to Avoid When Judging PR Success

    So you’ve decided your business needs PR. That’s fantastic news, as maintaining great momentum in the media has never been more important, and recognizing that you need a better way to relate to your partners, customers or stakeholders puts you firmly ahead of the pack. Unfortunately, even the most forward-thinking brand managers can fall victim to false assumptions about PR and how it should be measured. Confusion over the success or failure of a program can lead to frustration on both sides, and sometimes, it leaves a brand manager feeling like they signed their company up for little more than a dog and pony show.

    No matter where you are in the PR process – shopping around, deciding on scope, or putting out your 8th launch this year – there are three rules you should always try to keep in mind:

    1. Advertising metrics and PR metrics are not interchangeable.

    How do you actively judge the success of your marketing and advertising? Is it sales spikes? Massive boosts in social followers? Enormous impressions or click-thru rates? All of these metrics are great for deciding how you’re generally doing – in advertising. Yes, in PR we measure impressions and circulation, and yes, we even measure web traffic and click-thru rate. But these figures are largely beside the point. We work to create meaningful relationships with journalists so they can tell their readers about your brand, and hopefully, those readers will then reflect upon your brand in a lasting, positive way. A major hit may produce a lot of impressions in the moment, but those readers’ impressions of you are what matter most in the long term.

    1. “Increase our web traffic” isn’t a goal because it doesn’t mean anything.

    It sure sounds like it does, right? Of course you want more people landing on the website. But why? Is it because you want them to learn your name? Read your annual report? Sign up for a newsletter? Is it where you generate leads, or sell product? Your website is the most critical card in your deck, but it needs a purpose. If it doesn’t have one, your web traffic means nothing.

    Remember this when you think about “growing social followers”, too.

    1. “Results” does not equate to “Sales”.

    Unless you need it to. Even then, we urge you to reconsider. Our work supports the divisions of your business that drive sales – it does not replace them. When we say “results” we’re talking about the incremental positive changes we’re seeing in any number of places, which all depend on what your priorities are. PR is a long game, designed around how you want your audience to think of you now and years from now. We’re thrilled to have access to data that can show you how your public is interacting with your brand – on your website, on your social channels, on your favorite publication – but this data is meant to tell the story of how your brand’s season is beginning to change. Seasons don’t change in a day.

    …Unless you’re in New England, of course.

    Vanessa Boynton

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  • 3 Video Trends for 2016

    2015 was a great year for online video – just check out the excellently crafted and entertaining #YouTubeRewind video. And there’s no signs of the momentum slowing as we enter 2016. From a communication professional’s perspective, I’d like to offer-up three trends that will likely have the greatest impact on how video will influence the industry in 2016.

    1. Mobile Video

    50% of video views will be via mobile in 2016. And more specifically, the biggest video platform of them all and the one that reaches more 18-49 year-olds than any cable network in the U.S., YouTube, supports that more than half of their video views come from mobile devices. Adults in the U.S. spend an average of 5.5 hours watching video each day, with 1 hour and 16 minutes of that on digital devices. Mobile video should be the biggest consideration for online communicators, especially in public relations and content marketing.

    2. Attention Spans and Viewing Habits

    Mobile devices and their connected counterparts (aka TVs) will continue to contribute to video viewing behaviors and ultimately increased attention spans. 81% of consumers watch videos longer than 10 minutes, and 65% watch videos longer than 30 minutes. Holistically, the number of hours people spend watching videos on YouTube has increased by 60% year-over-year. For mobile YouTube audiences, the average viewing session is now greater than 40 minutes. One interesting tidbit to note is that the weather can actually impact viewing habits; viewers watch 29% longer in cold weather while consumers watch 6x more video content on mobile devices during warm weather.

    3. Demand and Advertising

    According to Cisco’s staggering numbers, video traffic will be 69% of all consumer internet traffic in 2017 and could reach 80% by 2019. Fortunately, video converts better than any other medium according to approximately 70% of marketing professionals, likely due to the fact that the average click-through-rate for video advertisement is higher than any other digital advertisement.

    1+1=$

    YouTube’s mobile revenue has doubled year over year, and according to an eMarketer study, mobile ad spend will top $100 billion which accounts for more than 50% of the digital market. Despite all this, there’s still a huge opportunity for digital content marketers and advertisers in 2016, as only 24% of brands are using online video to market to consumers.

    Ultimately, video will have a remarkable role in how audiences engage online, as well as greatly influence content marketing and advertising budgets in 2016. Research shows 60% of companies who have a documented content marketing strategy rate themselves highly in terms of effectiveness, so it’s very important to have a documented video strategy for – and proceeding into – 2016.

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    Sources:
    https://www.youtube.com/yt/press/en-GB/statistics.html
    http://www.emarketer.com/Article/Mobile-Ad-Spend-Top-100-Billion-Worldwide-2016-51-of-Digital-Market/1012299
    http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html
    http://www.codefuel.com/blog/video-marketing-statistics-for-2015-the-next-big-thing-is-here
    http://kantarmedia.us/insight-center/reports
    http://www.emarketer.com/Article/US-Adults-Spend-55-Hours-with-Video-Content-Each-Day/1012362
    http://www.marketingprofs.com/articles/2014/26719/2015-will-be-the-year-of-video-marketing
    http://www.reelseo.com/50-per-cent-video-views-mobile-2016/
    http://contentmarketinginstitute.com/wp-content/uploads/2015/10/2016_B2C_Research_Final.pdf

    Tim Bradley

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