About the Author

Anita Newton

Anita Newton is the VP of corporate marketing at Adknowledge. She led marketing at P&G, Sprint and AMC Theatres, as well startups including Zave Networks (acquired by Google). Anita continues her entrepreneurial work by advising startups like Trellie and Mighty Green Solutions. She is based at Adknowledge's Kansas City headquarters.

7 Essential Tips for Media Managers to Achieve Professional Success

The modern day media manager has the best and worst position. How? The good news is, she is learning valuable skills regarding how shoppers are consuming media, an ever-evolving, always-moving target. The bad news? She’s probably too busy to harness this knowledge into a bigger, better, higher paying gig.

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3 Brand Advertisers Who Scored Big During the MTV Video Music Awards

For many marketers, the MTV Video Music Awards are the Super Bowl for Generations Y and Z. To refresh your memory, this is where Britney and Madonna shared their first French kiss, Kanye stormed the stage to upstage Taylor Swift and where former Disney star Miley twerked while holding a foam finger.

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Five Surprising Stats About Pre-Super Bowl Advertising Every Marketer Should Know

70 Million

As of this morning, our Pre-Super Bowl Advertising Scoreboard shows consumers have viewed Super Bowl official teasers and spots on YouTube roughly 70 million times. To put this in perspective, this is like 7,700 years of continuous viewing. And this is on You Tube alone – that does not count other social networks and publishers talking (and showing) all things Super Bowl-related.

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17 Amazing Super Bowl Statistics

The Super Bowl is a big deal—not just for sports fans, but also advertisers who pay dearly to get their message into the commercial breaks in the action. There’s a good reason for that: with more than 100-million people watching, it’s an unprecedented opportunity to reach your target audience. This year, Super Bowl advertising – in 30-second increments – will cost a staggering $4.5 million!

Check out our infographic regarding all things about the game and Super Bowl advertising below. It is full of interesting information about the game, which kicks-off in less than two weeks on February 1, and is almost as exciting as a fake punt and a two point conversion!

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A Take on 2015 Marketing Trends (5 months early)

A Take on 2015 Marketing Trends (5 months early)

As Christmas in July winds down, I thought it only fitting to proclaim August as Lets-Forecast-Mega-Trends-for-2015 month. (Rolls off the tongue doesn’t it?) So five months before all the pundits proclaim the next-best-greatest digital trend to hit planet earth, let me offer a sneak peak of what to anticipate in 2015:


Big Data Moves from a Feature to an Actual Consumer Benefit

How many times do you feel yourself rolling your eyes when someone mentions big data?  There is a saying on the net: When a person monitors a database, it is called small data, and when a database monitors a person, it is called big data.

The reality is, if you asked a hundred people in a room to describe “big data” they would give you a hundred very different answers. Expect 2015 to be the year when companies start talking less about big data as an internal process and more about how all this information can be transformed into a an actual consumer benefit.

A good example of this is Unilever’s YouTube page, All Things Hair. Today, there are over 11 billion annual searches for “hair.” Unilever partnered with Google to use data to predict a trend before it actually happens. Google then forwards these queries on to a team of video bloggers who create instructional films. The Unilever/Google team says it can predict with 90% accuracy what the next big trend is three months before it happens. Using this information, the CPG giant started a YouTube channel called “All Things Hair‘ featuring popular video bloggers. Launched in two markets in 2013, the channel became the #1 hair care channel in those markets with over 17 million views.

At Cannes Lions earlier this summer, Keith Weed, Unilever’s chief marketing and communications officer, summarized it. “What this is is a cool application of big data. We talk a lot about big data, but what this is big insights with real consumer benefit,” Weed said.


YouTube Kills (OK, maybe not “kills” but seriously wounds) the Cable TV Star

It is not a happy coincidence that Unilever is looking to YouTube to deliver big  customer benefits. YouTube growth is staggering.

  • Every month, more than one billion unique users visit YouTube.
  • Every day, more than 100 million Internet users watch an online video—40% from mobile.
  • Every minute, users upload more than 100 hours of content onto YouTube.
According to Nielson, YouTube reaches more U.S. adults ages 18-34 than any other cable network.

And according to Nielson, YouTube reaches more U.S. adults ages 18-34 than any other cable network.  To be fair, U.S. advertisers still plan to spend over $70 billion on television vs. $6 billion on digital video ads. But that is changing. Expect this trend to accelerate.

Why? First, for digital natives, YouTube is their television; they prefer the online video network above all other digital platforms. Brands are beginning to understand the power of YouTube.  In an eMarketer report, it predicts that by 2017, advertisers should be spending 15% of their ad budgets on digital video.  Adknowledge CEO Ben Legg mentioned in his recent post, Digital Video Advertising: The Next Frontier for Brands, that the CMOs he’s talking to are looking to shift even more—upwards of 20 to 30%.  Moreover, video content is ubiquitous, the online platform is global and advertisers can attain reach at a very low cost.

Eric Schmidt, Google chairman, puts it this way: “I thought that YouTube was like TV, but it isn’t. I was wrong. TV is one-way. YouTube talks back. TV means reach. YouTube means engagement.”


The First Battle is Not Consideration, but Attention

In the end, creativity will trump optimization.

Structured experimentation and optimized digital marketing is an important part of any company’s strategy. Indeed, I work for a company that is obsessed (but I may be understating) with ROI and data. But in the brave new world, that’s necessary but wildly inefficient. Every day, we humans make more than 400 billion Google searches, send a half-billion tweets, and more than 55 million Facebook status updates.

To break through, brands must present ideas that are unexpected and then must participate, said 2014 Cannes Lions speaker Chuck Porter, chairman of Crispin Porter & Bogusky. In 2015, marketers will realize that creativity should be a core capability not relegated to the agency or copy writer working in the proverbial basement. By creativity, I don’t mean creating an Internet meme of singing cats in nine different languages. Procter & Gamble’s Global Marketing Officer Mark Prichard summarizes it well. He asks all of his marketers to 1.) start with a human insight, something that really connects with people, 2.) consider why anyone would “give a crap” about your idea and present creative that is relevant, transparent and authentic. Good examples of that are P&G’s “Not Sorry” campaign. The campaign showcases real life scenarios where women apologize for things that they shouldn’t. The video has been viewed more than 11 million times and resonates because it’s a universal issue most women relate to.

Developing an company culture that puts creativity at the heart of the organization is paramount. Indeed, creativity is the antidote for a cluttered, confusing marketplace. The task of marketing leaders is to find people who can think creativity—whether it is the message or medium. This will be one of the most important tasks for marketing organizations in the coming years.

What trends do you think will be important next year?