Mike Villasenor, Creative Director for The New York Times joined The Marketing Institute and senior industry professionals for a breakfast briefing. The topic of discussion was “Innovation with Integrity”. This event sought to look at innovations such as artificial intelligence, mobile storytelling and ad fraud through a focus of integrity for both the reader and the brands whose advertising revenues keep innovation and story telling alive.
Peter Mc Partlin; Chief Executive of MediaCom Ireland, Tom Trainor; Chief Executive of Marketing Institute of Ireland and Mitchel O’Gorman; Head of Advertising Innovation and Strategy at INM led proceedings. They spoke about the importance of taking a step back to consider your audience and the diverse range of media options now available before jumping on the newest and most shiny piece of tech. Innovation for innovation sake without the counter balance of integrity and creativity is of little merit for sustainable customer focused and impactful advertising solutions.
Here is what our three speakers had to say
How can publishers innovate brand solutions? – Mike Villasenor, Creative Director for The New York Times left us with these unique insights:
PUT THE READER FIRST
More than ever we must respect and understand the reader. This means that we ought to lean into best practices of how both editorial and advertising coexist in a clear and meaningful way for the reader. Labels and other markers of contrast should be based on research produced for your core audience. A quality core experience doesn’t mean less or less impactful ads, in can be quite the opposite given the meaningfulness of the ad stride and positioning.
HAVE CLEAR KPIs
Define what the campaign objective is up front. This will help the creators define and develop the most effective campaign for your brand. Publishers are brought in far too late in the process and may in fact have the keys to your goal.
BRING THE MAKERS TO THE TABLE FIRST
Gather your key makers and creative minds; bring them to the table at the start vs at the end. Too often the request that ends up with them is largely watered down and without creative challenge resulting in an experience that is similar to everyone else’s.
DEVELOP STRATEGIES THAT RESPECT BOTH THE EDITORIAL AND BRAND VOICES
This means to try emerging technologies, redesign the experience, and apply new methods to storytelling that are fully conscious of both the newsroom and advertiser need. Avoid developing for one over the other, the entire package is one experience for the reader
How do we improve campaign performance? – Declan Fahy, Head of Digital Sales at INM shares three simple steps for brand teams and media organisations to implement in order to facilitate better for better results!
THE CREATIVE PROCESS
•Invite us to chat
•Provide detailed briefs for all the campaign makers
•Insist on A/B testing
•Provide specific objectives
•Request campaign reports, don’t file it away, use it and apply key learnings to your next brief
•Interrogate campaign reports
•Insist on third party trackers such as Moat
•Insist on agencies and publishers sharing data and insights
How can AI bring branded content Back to the Future? – Hugo McCafferty, Native Editor for INM on how AI and Data are big buzzwords just now, but how can they really impact brand storytelling?
“While much of the current discourse around AI revolves around ethics there is a lot of scaremongering going on. It’s only natural to be afraid of change, but let’s not forget about the many benefits AI can bring to our daily lives. There are already some good case studies of early adoption of AI in advertising although the execution seems somewhat primitive at this early stage. What we’re potentially aiming for is an AI that can communicate to us on our own level with all the nuance and wit of humans. They’ll understand our moods, our behaviour, our desires and needs, even before we do, and for brands, that’s good news as they’ll be able to offer their customers solutions before and as they arise. For now we can use AI to mine the data set of social media to provide a highly accurate context in which to create more effective branded content.”