Getting Creative with Data at the Cannes Lions 2018

After many big names threatened to cut their spending or not attend the event, last week’s Cannes Lions International Festival of Creativity was especially interesting to watch. Needless to say, all my social media still buzzed with photos, stories and videos from the South of France. In fact, reports were the festival seemed a bit smaller (seen as a good thing, frankly) but more energized than in recent years.

Since debuting in 2015, a category I’m always particularly keen on following is the Creative Data Lions. These awards celebrate “the interplay of ideas and information – demonstrating how the execution of a campaign was enhanced or driven by the creative use, interpretation, analysis or application of data.” Fast Company reported that entries to Cannes Creative Data Lions rose by 16% last year, “echoing the continued movement toward data- and tech-led creativity.”

As we already know, the volume, velocity and variety of data will continue to grow exponentially. We also know that a blend of data and creative thinking is likely to be what helps businesses grow their revenues at 10 percent a year, twice the average rate of S&P 500 firms, according to a study by McKinsey released at Cannes.

So how are companies using data creatively to increase business? Let’s look at a few winners from this year’s Creative Data Lions competition for some inspiration.

GOLD LION: Know What Your Data Knows
Google, incidentally named creative marketer of the year at Cannes this year, won a Gold Lion for a product demonstration of the Google Cloud. Working with San Francisco-based agency Eleven and the NCAA, Google made live game predictions during the 2018 March Madness Final Four and Championship games. This required uploading decades of historic game data into the cloud and using artificial intelligence and machine learning to analyze that data to predict the number of rebounds, total 3-pointers and combined assists that may happen in the second half of each game. At halftime, the resulting predictions were fed into custom-built, Google Cloud-powered software that assembled, rendered and trafficked a television spot to the network in less than 10 minutes. By doing this, Google created the world’s first real-time predictive ads – six spots in total – all in front of an audience of 43 million viewers. The campaign drove a 91% lift in product interest.

SILVER LION: EWR Real-Time Data Taxi Top Campaign
When United Airlines consolidated all flights from JFK Airport to Newark Airport at the end of 2015, it faced an uphill battle convincing many travelers that it wouldn’t take longer traveling from New York City, even though midtown is fairly equidistant from both airports (approximately 15 miles). So how could United use data to prove to people that Newark could be more convenient than JFK even though it’s in New Jersey? Working with agency mcgarrybowen, this Silver Lion winner outfitted 125 digital taxi tops with GPS trackers comparing current travel times between JFK and EWR. The software used more than 45,000 data points including distance, traffic patterns, accidents and road work, analyzed and optimized in real time, to bring awareness to the “cost” of going to JFK vs. EWR, showing that, especially from downtown Manhattan, the trip can be up to an hour faster. It was the first time live traffic data had been used in ads constantly moving around the city, and United’s brand favorability jumped from 39% to 55% vs. the same period the previous year.

BRONZE LION: Operation Santa
Every holiday season the USPS gets millions of letters from children addressed to Santa. In 2017, it worked with MRM/McCann New York to create a platform that matched a child’s letter to volunteers who could fulfill their wish as part of Operation Santa. After scanning and analyzing more than 14,000 letters for key data points, this Bronze Lion winner posted more than 4,000 vetted and validated letters, each with sensitive information redacted and encrypted with anonymous letter IDs. The “crowdsourced” Santas then arrived at the post office with the requested gifts the post office could then deliver. This pilot program resulted in an incremental 4,000 packages delivered in New York through the USPS and is expanding to major cities nationwide this Christmas.

Whether these brands and the others represented in this category used their own data, data provided by a third party or a combination of the two, what’s clear is that the true value of data is often unknown until it’s used in new and inventive ways. Only by considering and experimenting with new potential uses of data, always with ethical considerations, can we uncover opportunities to drive business and also add value to consumers’ lives in material ways. So, the next time you face a business problem it may be worth asking, what role can data play in solving it?

Facebook and Twitter now let you see anyone’s ads: Here’s what we found

What has changed

Both Facebook and Twitter have taken steps to let you see the ads any organization is running.

On June 28 Facebook announced that it is making key changes that allow any user to be able to view any ads that are currently active, for any page. Additionally, users can now see any changes that have been made to that page such as page creation date and changes to the page name. The official statement closes with the line “We’ll be adding more Page information in the coming weeks”.

Meanwhile, Twitter unveiled their Ads Transparency Center that was initially announced back in October. Again this gives users and marketers the ability to see any ads currently being run by any page. And while ad targeting isn’t displayed to users, Twitter is letting us see retweets and likes for any given post.

Why has this happened?

This is in response to increasing pressure being put on social networks to be more responsible for the ads served on their platform. One of the issues that drew particular attention to the issue was interference in the US presidential election by Russian companies using bots and adverts on Facebook and Twitter.

Where can you find this information?

For Facebook, just search for any page that you’d like to review, head down to the bottom of the vertical navigation in the left sidebar and you’ll see “Info and ads”. In the middle column of the page, you will now see all active ads for a page (we used our friends over at Moz for our example below). It is important to note that you can’t see historical or paused ads. By using the location drop down located just above the ads, we now have the ability to see which regions a page is targetting.

In some instances, you will see major brands appearing to run no ads at all. Take a look at Coca Cola’s Facebook page. It’s worth checking down in the bottom right, where Facebook is highlighting related pages that are running ad campaigns. To display the ads make sure you select a country from the dropdown menu once you’ve clicked through to the page.

To access this information over on Twitter, head to https://ads.twitter.com/transparency and use the Search advertisers function in the top right.

A good one to get you started is to search for “Facebook” where you’ll see they are currently running ads on Twitter. Weirdly, given the size of the Facebook advertising platform, we don’t see Twitter running ads over on Facebook.

What we found

With the excitement of being able to see ads that are currently live for major brands, political figures, charities and basically anyone, our consulting team couldn’t resist spending an hour digging around social media accounts. Here are some of the more interesting ones that we found:

Political

Our immediate attention was drawn to US politics, and a quick review of the primary accounts linked to Donald Trump. Despite a lack of paid sponsorship on Twitter (here and here), we found the dig into his Facebook page relatively interesting. While we get an insight to his campaign messaging, we would love to have targeting layered over the top of this and to be completely useful and interesting the ability to see past and archived ads.. Maybe this will come soon.

One feature that Facebook is now enforced in the US is political content now has to declare who has paid for the ad alongside archiving ads with political content.

For our UK audience here’s what the two major parties have been up to: Labour have been running way more ads  (or ad variations) than the Conservatives. As of writing the UK hasn’t implemented the same guidelines as the US yet regarding flagging who has sponsored the posts.

Technology

We found nothing massively surprising in this vertical. Apple is focusing their advertising heavily on the European and Asian market and during our quick poke around at present doesn’t seem to be running ads from their main Facebook page, instead relying on Twitter for their ads.

Google is currently focusing their ads on promoting their Google Assistant and leveraging celebrity influencers in the campaigns including David Walliams, John Boyega and Katrina Johnson Thompson.

Charities

The final vertical we took a quick peek at was charities. We reviewed two major UK charities MacMillan Cancer (they don’t appear to be running any Twitter ads)  and Cancer Research UK (Facebook & Twitter). A few of our team have worked for charities before and have first-hand knowledge of how important paid advertising is. Nothing surprising here either as the main two charities leverage strong emotive storytelling within their awareness and fundraising campaigns.

Retail

Each retailer has a different target market and brand image, and so our team found comparing their ads pretty interesting. There seems to be a trend of retailers advertising more so on Facebook, probably due to the variety of ad type available on Facebook compared to those available on Twitter.

Impacts this might have

Intended impact

The idea behind this change is that the public has more transparency about what adverts an account is putting out, supposedly as a way of giving us more insight into the motivations and tactics of a specific account. The additional information being shared about political advertisers is quite clearly a way to make it harder for them to hide their motivations. That doesn’t just apply to foreign interests, but also to genuine, recognized parties that might not want the general public to know what tactics they are employing.

A key difference between online advertising and advertising in other mediums is it can be a lot harder from the outside to track and prove what is going on, online, particularly as platforms like Facebook allow you to set a limit on how many times an individual will see your ad. A misleading billboard or TV ad can be called out but it can be harder to detect a deceptive or damaging social ad campaign.

This principle doesn’t just apply to political advertisers, while non-political advertisers won’t have the veil pulled back to quite the same extent, the ads and landing pages they are using will become publicly searchable and, as a result, an easier subject of critique.

What our consulting team thinks about these changes

Dominic Woodman – I don’t think this will matter in partisan advertising

For big brands, this is undoubtedly going to give people more accountability. Adidas can’t easily spin up a shell account/page to run Adidas adverts. Seeing it and clicking through to it will immediately raise questions.

Who owns this page? What’s with the questionable targeting/messaging?  Oh look, most of the ads are for Adidas.

I’m not optimistic this will make a difference for political advertising however because accountability won’t work in the same way. Hyper-partisan pages which swing to one side or the other, like this defending the confederacy, I can’t imagine being shamed by having to show they’re targeting people with right-wing interests.

And if you were the Trump campaign and wanted to run a bunch of questionable ads and not be accountable? Just spin up a bunch of legitimate sounding political interest groups and have those run one ad at a time. It’ll be just as hard to monitor as it was in the previous election.

Facebook have talked about archiving political ads in their announcement, and while that will continue to shine a light on the unpleasant mess that is current political ads, people already know it (or they don’t care, and this won’t change their minds). The media has been pushing this line hard for months now.

Facebook is making moves to restrict the supply, rather than just monitor. They made an announcement back in April, about their move to restrict who is allowed to run political ads, but it definitely feels more targeted at curbing overseas influence than dealing with hyper-partisan ad targeting and even then the devil is in the details: what will count as an issue ad, how well will they identify people who don’t sign up for this process etc etc.

Currently, I’m still not super positive the changes will have much of an effect on political advertising,  but if anyone involved in that industry is reading this, I’d love to hear your take on it. Comment me plz.

Emily Potter – A PR stunt with few real consequences

The social media giants are unquestionably under a lot of pressure to address the public and government bodies’ concerns about lack of transparency in advertising and data collection, in addition to the role they have played in the spread of fake news. This new feature just feels to me like a bit of a PR stunt, rather than something adding anything of substantial value.

If Facebook and Twitter were providing the same level of information available on political advertisers for corporate advertising campaigns, then I’d be more inclined to feel something radical was happening. They’d never willingly do that though. These tools are the exact sort of thing that makes it look like they’re making big changes internally, without exposing controversial information that would truly change the landscape.

But more pressing than the public pressure Facebook, Twitter and the likes are under to demonstrate that they are working hard to address these problems, is the threat regulation places to their business models. They’re in an arms race to prove they can regulate themselves before government bodies impose strict regulations on them. Regulations that will inevitably constrict the growth they’ve seen over the past decade.

I’m in agreement that the “Wild West” era of technology and social media corporates is coming to a close, and these last-ditch efforts are not going to stop them from being confronted with the same sorts of regulations imposed on banks and other financial institutions following the 2008 financial crisis.  

They’ll survive though. Regulation on financial institutions has increased, but they still find new and innovative ways to increase their profitability. Tech will be no different. But it will be interesting to see how it all shakes out.

Tim Allen – This creates a good opportunity for marketers to research competitors better

My immediate reaction to this news was positive. From an agency perspective and for anyone out there doing competitor research we are no longer locked into waiting to see ads to understand what our competitors are doing. I now have a wealth of new information and inspiration which can be applied to ads for both my clients and for Distilled.

The cynic in me feels that we either won’t have this tool very long, or it will quickly be abused, most likely the latter will cause the former to happen. But for now we should bask in the new insights we can get into our competitors and take the opportunity to look at what incredibly well-known brands, publishers and individuals are doing with their paid budget.

Robin Lord – This is one of the nice things I’m sure we can’t have

Facebook and Twitter are under a lot of pressure for ads on their platforms to be more accountable. As US Congress considers how to regulate the platforms, it’s understandable that the platforms want to show visible signs that they are breaking down barriers and letting us see how we’re being targeted politically or otherwise.

The problem is, the current climate is largely a response to people using the platform in unexpected ways. Facebook’s main defense during the Cambridge Analytica scandal was they didn’t realise the data was being used that way and – let’s be fair – not many accurately predicted the effectiveness of ad-based election interference.

There are some really nice aspects of these information centres, for instance, the Facebook active ad list tells you if the page name has been changed – which is some protection against pages getting approved for political ads, then changing its face regularly to send polarising ads in different directions. Opening up this data might allow for policing through transparency. However, it also offers a few opportunities for bad actors, a few that come to mind, from least problematic to most:

  • Reverse-engineering competitor conversion funnels by tracking adverts and landing pages
  • Scraping competitors ad copy to quickly generate competing ads
  • Creating a load of accounts to repeatedly report competitor ads (now those ads are much easier to find)
  • Grabbing competitors’ active social tracking codes and landing pages by following the ads, then using them to send realistic-looking fake traffic and conversions – more effectively throwing off their spend
  • Targeting the same demographics as a political party and sending more extreme versions of the same messages to polarise their supporter-base.

This might be a good way for the platforms to show willing but allowing unfettered access to this data may not be the clean fix it seems to be. Where we see a page that doesn’t seem to have any ads running – is that insight into a current lack of activity, or a sign that already some of the bigger brands in competitive industries have turned off ads until they can find a better way to cloak against competitors?

To paraphrase the Princess Bride – never go in against marketers when data is on the line.

What have you found?

As a community we are all naturally curious, so we encourage you to start scouring Facebook and Twitter and look for those interesting stories. When you find them feel free to give us a shout in the comments below or reach out to any of the contributors to this post over on Twitter (Robin Lord, Emily Potter, Dominic Woodman, Will Critchlow and Tim Allen)

The State of Pro-Justice Advertising as Justice Kennedy Retires

Retirement.

The word evokes many emotions. But for those who have plans to quit the 9-to-5, there are always some indulgent hopes. A store-bought cake in the break room. Congratulatory pats on the back. A contented sigh over a mug of coffee as the retiree enjoys their last day in the office.

But yesterday, when US Supreme Court judge Anthony Kennedy announced his decision to retire, the public reaction was far from supportive.

As of now, #kennedyretirement has been trending on Twitter for several hours. Checking out the tag, you’ll find hundreds of tweets from people expressing real, genuine fear for the future of America.

But why is this a big deal?

With a spot newly opened in the Supreme Court, President Donald Trump can place whoever he wants into the seat. This means he has the once-in-a-lifetime opportunity to cement a conservative majority on the top court.

What could conceivably come from this are the removal of rights from several groups. But one hot-button issue that is particularly being explored today is women’s reproductive rights.

Although Roe v. Wade was decided in 1973, the hard-won right for women to choose what to do with their bodies has always been on shaky ground.

When DeVito/Verdi was still a young agency, we teamed up with the Pro-Choice Public Education Project (PEP) to create a series of ads to bring awareness to this vulnerability and mobilize abortion-rights supporters. This was in 1999, and the abortion debate had been fraught with dwindling abortion providers and anti-choice terrorist attacks.

Social awareness advertising is not new, and it continues to shape politics today. To increase a campaign’s chances of success, it is often stressed that the company establish a solid stance on a controversial issue, with provocative content that sparks and holds its audience’s interest.

However, with such contentious subject matter, agencies must tread with caution, else the entire campaign backfires. This was seen in the case of Pepsi last year, when the soda company was accused of trivializing Black Lives Matter with their TV spot, in which white reality TV star Kendall Jenner brings peace between protesters and law enforcement by offering a police officer a can of Pepsi.

While public awareness on many social issues, including the vulnerability of abortion rights, seems to have grown in recent years, it’s clear the fight is far from over. From producing conversation-sparking imagery to stepping into a booth to cast a vote, there are all kinds of concrete ways to build awareness and inspire action.

Justice Kennedy’s departure can appear like a step backwards. But it is also an opportunity. His departure will highlight the fight for access to abortion, and with abortion once more in the public eye, now is the time for pro-choice organizations to focus heavily on influencing public opinion.

In the coming months, abortion will once again be at the forefront of America’s political conversations. The time is right to reach people through effective, incisive advertising and take a stand for what is right.

Be An Outsider. It’s good for you.

There is nothing I love better than shaking up the work week and doing things differently. So, last week I was so thrilled for our office to be a part of a new campaign for our client, L.L. Bean.

The outdoor retailer’s newest initiative is called Be an Outsider at Work which is based on its overarching creative platform, Be an Outsider. The initiative was created after our Jack team uncovered some interesting insights – consumers want to get outside but work is the biggest obstacle.

In fact, a study by the brand revealed that 87 percent of indoor workers consider themselves someone who enjoys the outdoors but 75 percent rarely or never take the time to work outside. So, the idea to bring the outdoors to the office was born. Working alongside workplace strategy expert Leigh Stringer and co-working company Industrious, the brand created the first ever outdoor co-working space. Kicking it off in NYC, L.L. Bean will roll out its custom outdoor workspace in a few other markets over the next month to let consumers experience the benefits of working outside. The team also put together a site with great resources so anyone can Be An Outsider at Work. It’s filled with tips and strategies to make the most of your workday by incorporating outside elements into it.

Why is this so important?  When we talk about finding balance in our lives, making sure we get outside is essential to our well-being. Studies show that when we spend time outdoors, we are more productive, more creative and happier.  It’s also why Jack decided that we needed to actively take part in this effort – living the campaign that we helped to create. As a result, we became the first global agency to Be an Outsider at Work.

Our teams around the globe truly embraced this concept and in the last week really took it outside – from Dubai to NY. Everyone seemed to love adding a few minutes of sunshine into their workflow. I had spent the weekend with my family and friends enjoying beaches and hikes and the sunshine in Hong Kong, so personally it felt great to take the Jack team outside for our weekly staff meeting to extend that outdoor time a bit longer. A 30-second downpour didn’t deter us, we covered our project and team updates, we learnt about the history of Dragon Boat day in Hong Kong, and our invited guest presenter was magician Jeff Teo who amazed us with some very cool magic.

Be an Outsider at WorkSpending time outside can really increase your mood and self-esteem and it only takes five minutes for the effects to kick in. Plus, it’s proven to lower stress levels and boost your physical health. It’s a great movement and we’d like to see more companies Be an Outsider at Work.

I’m standing as I write this, with an eye on the window checking out the clouds and weather to see if my next meeting can be done Outside. How about you? #BeanOutsider #JackMortonWorldwide

Click here to learn more about working outdoors.

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PSA Brings Mistress9th PromaxBDA Award

We’re proud to announce that Mistress is a PromaxBDA Gold Winner for our Give The Talk PSA, an initiative that raises awareness about sex ed, urging parents to “give the talk”. The not-for-profit campaign was the idea of creatives Celine Faledam and Rachel Guest.

After reading that the average age of exposure to porn is 11-years-old, and educators, policymakers and even NGOs weren’t touching the taboo topic, the two creatives decided to take it upon themselves to raise awareness. They found an unlikely ally in the porn industry and adult film star, Monique Alexander. Together they created a PSA film that has since reached millions of people, raising the issue in mainstream media through outlets including Vice, Upworthy, Men’s Health and ATTN.

The initiative has been highly-awarded in both advertising and more importantly, social good circles, and was featured at the Youth Tech and Health Conference. The project was conceived and produced entirely in-house and on a limited media budget.

The PromaxBDA Awards are the world’s premier celebration of outstanding achievement in entertainment marketing and design. This is the ninth time Mistress has been recognized by the PromaxBDA organization.

Watch the PSA starring adult actress, Monique Alexander, below.

 

PSA Parents over Porn Stars

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Weber Shandwick & Clients Celebrate Wins across 10 Categories at 2018 Cannes Lions International Festival of Creativity

Weber Shandwick was awarded 16 Lions at the 2018 Cannes Lions International Festival of Creativity in partnership with its clients, including three Gold Lions, four Silver Lions and nine Bronze Lions. The firm was recognised for its work across multiple categories, including Brand Experience & Activation, Creative Data, Direct, Film, Outdoor, Print & Publishing, PR, Radio & Audio and Social & Influencer. Weber Shandwick was the only PR firm to get lead agency status in the Mobile category for its work on educational app Studytracks, which received a Bronze Lion.

“We pushed beyond the PR category this year, demonstrating the power and dimensionality of our discipline and our work,” said Gail Heimann, president, Weber Shandwick. “I’m proud of the strategic thinking, imagination and craft that went into each and every campaign we entered this year. Thank you to our client partners, our IAT partners and the Cannes Lions organisation for the continued opportunities to showcase our work and its impact on business and the world.”

Weber Shandwick was recognised on Lion-winning work such as “Bordeaux 2050” for L’Association des Journalistes Environnementaux, led by McCann Paris and Verizon’s “First Responders First” and “Answering the Call” campaigns, both led by McCann New York. 3PM Agency (Weber Shandwick in partnership with PMK-BNC) was awarded two Lions for its work with ABInbev: “Dilly Dilly,” led by Wieden + Kennedy New York and Budweiser’s “Stand By You,” led by David Miami.

Throughout the Festival, the firm and its client partners received 47 shortlists across 14 categories.

Weber Shandwick Experts Engage as Jurors, Competitors

Four Weber Shandwick executives served as jurors at the Cannes Lions Festival this year, including Gail Heimann, who sat on the Titanium jury as the only representative from the PR sector. Heimann previously served on the inaugural Glass Lions jury in 2015 and was president of the PR jury in 2012. Arnaud Pochebonne, general manager of Weber Shandwick France, Darren Burns, president of Weber Shandwick China and chair of creativity & innovation in Asia Pacific, and Valerie Pinto, CEO of Weber Shandwick India, were jury members in the PR category. See here for key learnings from the jurors following Cannes.

The firm was also proud to participate in the annual Young Lions PR Competition, which gives young talent an opportunity to compete against peers on an international stage. Senior Strategic Planner Jean Paoli and Consultant Raphaële Brachet represented France and Weber Shandwick, taking home a Silver Lion for their campaign.

Driving Conversation on la Croisette

For the eighth consecutive year, Interpublic Group, Weber Shandwick’s parent company, hosted its annual Women’s Breakfast during the Cannes Lions Festival to celebrate female leadership in business and focus on the issues women face today. The breakfast featured sessions with activist Gloria Steinem, #MeToo movement founder Tarana Burke and representatives from Amazon, Facebook and the New York Times, among other leading organisations. At the breakfast, Heimann interviewed Olympic bronze-medalist fencer Ibtihaj Muhammad, the inspiration for client Mattel’s 2017 female fencing Barbie™ and its “True Representation” campaign, which was a shortlist contender in the PR category at the Festival.

Elsewhere, Tom Beckman, Weber Shandwick’s global head of creative, participated in a hackathon hosted by Cannes Lions and Dot Dot Dot that brought together a group of creative leaders to workshop new ways the advertising and marketing industry could contribute to social good. Weber Shandwick Executive Creative Director Jenna Young joined a session hosted by Brand Innovators where she discussed the intersection of creativity and technology. Peter Matheson Gay, executive creative director, and Stacey Bernstein, EVP and global director of digital health, also provided commentary on trends from Lions Health on Cannes TV, a digital broadcast for Cannes Digital Pass subscribers.

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Help us find the next search industry rising star

For our upcoming SearchLove conference in London in October on the 15th and 16th, we are introducing a new kind of session: we plan to have up to four shorter (20 minute) sessions presented by newcomers. We anticipate that this will be perfect for people who’ve got some speaking experience on smaller stages / at meet-ups but who haven’t yet had a big-stage opportunity in front of hundreds of people.

When you’ve had a read of everything that follows, swing by our form and apply for a space. You’ve got 3 weeks to apply (deadline: 18th July 2018).

apply now

What’s in it for us and our audience?

Every time we put on a SearchLove show, we (led by our head of events, Lynsey) scour the industry for the best speakers we can find. We often invite back people who blow us away and wow our audience, but we also want to find speakers no-one has seen before. Sometimes we find great speakers who have deep experience in related fields who are underexposed to the search industry, but sometimes we want to be the ones who help people break out for the first time.

In addition to the long game of building partnerships with the great speakers of tomorrow, we believe that these shorter sessions with a little less pressure could end up bringing perspectives and viewpoints we can’t get from our more experienced speakers. Speaking experience often comes with general experience, and that often accompanies moves to management or the growth of the speakers’ own companies. One of the things we also want to see is hands-on advanced and actionable advice from practitioners who are doing the work every day.

We’re also hopeful that we can access a more diverse pool of speakers with different backgrounds and experiences. There are unfortunate barriers in place to getting some of the experience that we typically require and while we put a lot of effort into broadening our intake, we hope that this initiative can play a key role in building the pipeline. (You can tell we’re serious about building a safe, inclusive and welcoming environment for our speakers and delegates through the way we bake our code of conduct into our events, and our recent progress: in an industry with too many manels, SearchLove Boston 2018 was our first conference with >50% women speakers and had women appearing as the top-rated speaker and 3 of the top 5 speakers by overall rating.

We know that we will get a bunch of overconfident white men applying (yes, I see the irony in my writing that) but if that doesn’t describe you, I’d really encourage you to throw your hat in the ring.

What’s in it for you?

This should be the shortest path from knowing what you’re talking about to getting full speaking opportunities on the industry’s biggest stages. We have seen first hand the speed that you can move from presenting at a meet-up to local conferences to SearchLove, MozCon or Inbound. But up until now, most of the non-Distilled speakers who made it to the SearchLove stage did so after proving themselves at another conference.

Here’s the full package you’ll receive if you are successful (along with your 20 minutes on stage!):

  1. 1/2 day speaker training session at the Distilled London office with our team
  2. Deck review and content call to bounce around your session ideas with me
  3. VIP ticket to attend SearchLove London including attending the VIP dinner with all the other speakers the night before the conference
  4. A nice bunch of Distilled and SearchLove swag

Although we hope to roll the scheme out to our US events if it’s successful, we want to give this opportunity to local folks, and so we’ll only be accepting pitches from applicants willing to travel to London for this particular conference. If successful, you will be responsible for your own travel and accommodation.

A note on the video requirement

You will note that the application form asks for a video. We debated whether to include this as a requirement and ultimately came down on the side of including it because by far the biggest limitation we typically have with less experienced speakers’ pitches is an inability to judge how they’ll perform on stage when they don’t have a ton of speaking experience and professional on-stage video. We hope that this is the most inclusive way of achieving this. We’re trying to avoid the too-high hurdle of requiring professional footage or big-event experience and this is something everyone can put together.

We are not expecting you to put together a professionally-lit and shot promo video. We want to see your enthusiasm, public speaking capability, and maybe a bit of your depth of knowledge. A selfie video shot on a mobile phone can totally do the job, but think about how you are going to stand out from the crowd and show us what we need to see. Once you have recorded the video upload it to a hosting platform such as Google Drive, Wistia, YouTube or Vimeo and share the URL in your application form.

In order to avoid asking you to do something I wouldn’t be prepared to do myself, I’ve recorded a short pitch myself. You can see that it’s shot on a phone, and didn’t use any editing:

A personal note

I’ve seen in my own career how powerful it has been to get better at public speaking and also the benefits of appearing on bigger stages. I’ve been lucky enough to get enough of a start at our own events to bootstrap my way to bigger opportunities. I remember the 20 or so people who paid about a tenner each to come to our first meet-up, but now we have built up a support and coaching capability within Distilled that has helped members of our team go from their first speaking opportunity to highly-rated SearchLove sessions in a matter of months. Now I want to find ways to get more people access to the same opportunities.

I would strongly encourage you to think about the actual requirements. Don’t fall prey to imposter syndrome: are there things you are passionate about, where you have deep hands-on knowledge, and where you can teach even an experienced audience new things? If so, don’t sweat your speaking experience – let us be the judge of potential and get your application in.

How to apply

You’ll need to tell us:

  • Why you’d like to speak at SearchLove
  • What your speaking experience looks like so far (remember we are specifically not looking for super-experienced speakers)
  • What topic you’d like to talk about – the more specific and actionable a topic you can describe, the better
  • Remember, the closing date for applications is 18th July 2018

And you’ll need to send us a short video as I described above!

apply now

June Hot Jobs: Browse 360i’s Latest Openings

It’s officially Summer and the weather isn’t the only thing heating up at 360i. Earlier this month, we welcomed Andrea Terrassa as our Chief Operating Officer, Raig Adolfi as our Chief Strategy Officer, and opened our doors to 44 Summer interns and Junior Associates. Plus, our endless iced coffee supply and 1PM Summer Fridays are making us the hottest destination in town.

Want to join the team? Check out some of our new job openings below or visit our careers page to view more opportunities.

Junior Associate – Presentation Designer (New York, NY) – We are looking for a junior associate to join the marketing and new business team as a presentation designer. This role will enjoy exposure to all aspects of the agency working across capabilities as well as present the opportunity to learn about various industry verticals. It is an excellent way to gain a deeper understanding of the marketing landscape. The ideal candidate is a strategic thinker who understands business and marketing communication and has an interest in and aptitude for design. He or she will enjoy distilling complex concepts into clear and compelling visual narratives and will value clarity and consistent formatting. He or she will also have an eye for detail, an eagerness to learn, and the ability to stay calm under tight deadlines. Applicants should have at least 1 to 2 years of experience.

Group Account Director (Chicago, IL) – The Group Account Director assumes responsibility for an account portfolio, senior/executive client relationships and contributes as an agency leader. This person will make key business decisions, considering the impact on respective accounts and the broader agency. The ideal candidate for this role has experience in managing a team of experts of various backgrounds and skill sets and has a working knowledge of brand strategy and creative, digital marketing, social marketing, performance media, and analytics – specifically Paid Search, SEO, Display, and Attribution. The Group Account Director should not be afraid of rolling up her/his sleeves while staying attuned to their role within the team and delivering as an advisor to their client and leadership teams.

Supervisor, Integrated Planning (Los Angeles, CA) – The Media Supervisor will lead all aspects of the buying, negotiation, implementation and tracking for key client’s media campaigns-primarily digital media. This person will lead important media plan recommendation presentations and post campaign reporting. The Media Supervisor partners with the Associate Director and Director of the Integrated Planning and the Integrated Account Planning, Strategy, Creative, Analytics, and Digital Ad Operations teams. In addition to core account and team management, the Media Supervisor will take part in larger areas of agency development – aiding with new business pitches, committees and task forces. This role is a step toward greater leadership within the media group and the agency overall.

Media Manger – SEM / PPC (Atlanta, GA) – We are looking for a seasoned Media Manager to join an established team. This role requires expertise in paid search marketing to assist in the development and implementation of media strategies, ability to craft recommendations based on performance insights, and a proven track record with bidding and budget management. This person must be detail-oriented, capable of multitasking, and have the ability to solve challenges. The Media Manager is a large contributor to the overall success of the business as they will own the day-to-day management of the account and help train, develop and lead the team towards success. The Media Manager position requires collaboration with other Media teams as well as with Account, Analytics and Technology groups. The ideal candidate is a motivated team player that thrives in fast paced, entrepreneurial environment, and has 1 to 1.5 years of related experience.

Senior Analyst, Digital Analytics (New York, NY) – The Senior Analyst, Digital Analytics will lead all efforts to transform data and reporting into insights, recommendations, and results. The ideal candidate will go beyond reporting, peel away the layers of data, and suggest constructive marketing test and competitive opportunities to improve business performance on a regular basis. Collaboration is at the core of our business success and the Senior Analyst, Digital Analytics will need to create a tightknit and dynamic relationship with our Media and Strategy teams. First, to assist Strategy in compiling audience profiles, campaign goals, brief insights and measurement plans. Then, to relay channel and tactic specific optimization opportunities, in real time, directly to the Media team. The ideal candidate must have 2 to 4 years of relevant Digital Media experience.

View more job openings on our careers page or connect with us for general consideration.

The post June Hot Jobs: Browse 360i’s Latest Openings appeared first on 360i Digital Agency Blog.

Integer Releases Final Installment Of Artificial Intelligence Study Series

Integer released the fourth and final white paper in a series of research findings surrounding the impact of artificial intelligence on commerce.  Embracing The Machines: AI’s Collision with Commerce is a study of over 3,500 respondents illuminating how shoppers perceive and use AI and to what degree people will allow AI to become part of shopping in the future. The study also draws implications for what brands, retailers and marketers need to know regarding AI’s influence on the commerce landscape.

In the fourth and final installment of the study, “Part 4: The Socioeconomics of AI,” Integer examines the data in light of the varying socioeconomic factors affecting today’s shopping culture. Integer explores whether attitudes toward and adoption of AI technology differ based on socioeconomic factors including household income, education level, and region.

For more on the series, read the press release here or visit Shopper Culture.

IGTV: Opportunities & Implications for Brands

Post by Mara Greenwald, Media Director

IGTV was released on June 20, 2018; it is both a standalone app and a functionality within the Instagram app that curates vertical video content. The app will allow verified creators with high followings to post video content up to one hour in length. IGTV will have channels tied to each user publishing content. Whether in the stand-alone app or the Instagram app, users can see all curated content from accounts they follow along with popular content and recommendations based on user-behavior. Right now, there are no ads within IGTV.

WILL IT WORK?

Video on Instagram is already growing

According to Facebook, there is a 60% increase in time spent watching videos year-over-year. Stories is the fastest growing product in Facebook history, increasing from 100 million daily users in October 2016 to 300 million in November 2017. Stories consumption is set to surpass feed consumption by 2019. Facebook Stories’ success could be a precursor to success for IGTV.

Mobile-first video projections soar

According to eMarketer, mobile ad spend is projected to grow 23.5% in 2018, reaching 33.9% of total media ad spend. Meanwhile, TV is projected to decline by 0.5% and account for 31.6% of total media spending. Mobile users are also holding phones vertically 90% of the time; Instagram is capitalizing on this growth and user behavior with the IGTV platform.

Amateur creators are on the rise

Over the past 6 years, hours watched per week of professional video content is down 18%, while amateur video content watched is up 68%. Instagram is already one of the strongest platforms for influencer content consumption and reach. This was clearly evident in the success of Instagram Stories. Influencers that were using Snapchat Stories migrated to Instagram Stories and found success with their established followings. This also helped launch the platform successfully with content sharing and creation, the same strategy IGTV is taking. IGTV is currently set up to compete with YouTube, where content creators can own channels and produce short or long-form video that can live on much longer than the initial date of the post. The powerhouse of Instagram influencers with established followings makes IGTV ripe for success.

Digital video is outpacing TV

According to a March 2018 Deloitte survey, Gen Z is spending 22 hours per week consuming digital video (vs. 16 hours on live TV) and Millennials are spending 19 hours per week with digital video (vs. 15 for live TV). While some of the older generations are still consuming more live TV than digital video, the younger generations, and primary adopters of Instagram, are spending far more time with digital video.

According to comScore, 82.9% of 18-24 year olds and 81.5% of 25-34 year olds are on the platform. Following the trend of time spent, though at a slower pace, 2019 is the year digital ad spending is expected to surpass television. According to eMarketer, digital media spending will hit $92.7 billion in 2019 compared to $78.2 billion for television. This means that there will be huge revenue potential for Facebook if it can get consumers on the IGTV platform.

IMPLICATIONS FOR BRANDS

Right now, the launch of IGTV will primarily impact brands with organic video strategies and brands leveraging influencers for content creation. Ultimately, we do expect IGTV to have significant impact for potential ad placement.

Organic video strategies

Brands are likely already focusing on mobile-first vertical video, but if not, IGTV should force adoption. This gives brands a new medium to tell longer form stories, and brands will have to think about the story they want to tell and the value it provides in order to get consumers to watch.

Influencer strategies

Brands working with influencers will now have another outlet to consider when negotiating content creation. Instagram influencers will have the opportunity to grow viewership and engagement in another channel, providing another avenue for brand partnerships and revenue. Influencers that master the format will also likely be able to grow partnerships with brands looking for other means of creating vertical mobile-first content.

Advertising strategies

While ads are not yet available in IGTV, we can make assumptions about what the product will look like. IGTV ads will likely be in a full-screen, in-stream, non-skippable format. With viewability concerns and feed-based video content not being consumed fully, this has huge potential for a successful ad product, especially as social video continues to be measured more closely with television and online-video. However, this also raises concerns for brand safety. Facebook will have to employ a strong brand safety strategy to ensure brands are willing to advertise. This also opens up individual revenue potential to the content creators.

When it comes to video advertising content, we are still in the horizontal-to-vertical shift. Vertical is often an afterthought or another edit of a horizontal asset. If IGTV is successful, it could completely shift the digital video landscape and have brands creating vertical-first video content.

Overall, IGTV is a significant announcement in the social landscape and has tremendous implications for brands and advertisers, content creators and could transform the way consumers are watching video.

To learn more about IGTV, contact Performics today.

The post IGTV: Opportunities & Implications for Brands appeared first on Performics.