Discover Top Posts Tagged with #awxi

Check out @TubeMogul taking over #TimesSquare for Advertising Week! #AWXI $TUBE

What Executives Don't Seem to Get

Just watched a panel at #AWXI Ad Week with a bunch of head honchoes of Comedy Central, PBS, WE, Amazon Instant, etc. And while it was totally engaging and interesting and dare I say it, fun? I ended feeling like there were some major things that they just did not understand. So many people in these panels have acted as though this time we are living in is something that needs to be demystified. And I understand this. For them this is new. For me and my ilk, this is the normal, the usual, the living and breathing. There is no intellectual stretch or effort for us to use any of these digital platforms. Even if I don't like Twitter I understand it. Even if I don't like Facebook I understand it.

But that's not the point. The point is to do with how these ad-supported networks have tried to address the viewer of today. The viewer that downloads a show, willing to wait well beyond the amount of time of watching multiple ads in one hour of broadcast television, to avoid ads. The Comedy Central President made a great effort, putting seasons online for people to watch at their leisure/to binge. Yet, the idea that they put their content on Hulu and anywhere else where people feel they have to pay the price of watching an advertisement to access the show they want to see or the movie they want to watch is bad! That's bad for advertising! As many panelists have said this week, content must be entertaining. Branded content must be entertaining. And that's something that few companies truly understand beyond Buzzfeed.

Beyond merely entertaining, why can't branded content or brand-supported content be educational? People watch shopping hauls on Youtube, or beauty tutorials, or cooking shows, essentially giving away their time to extended advertisements ("These are the things I bought and this is how you use them. This is why I like them."). And they do it willingly because they are learning something from them. Again, I've belabored this point before, but those going into the branded content foray need to understand that they must become a resource for the consumer/viewer. If the viewer is the studio boss, then why not give the viewer some information? Why not empower and educate the future content creator with the information to make them great? Show us more movie magic! Why do shows like How It's Made succeed? Because we want to learn about how things are made!

#branding #brandedcontent #AWXI #pbs #comedycentral #buzzfeed #WE

BeautyTuesday: As said @advertisingweek, the subscription population is surging. See big box retailer @Walmart's "Beauty Box" of brand-name samples for $5 mailed to your home. Cheaper than Birchbox & other originators. Click to treat yourself this Holiday season...

#AWXI #Wal Mart #Beauty #BeautyTuesday

#wizkalifa #awxi #wedemboys (at Webster Hall)

#wizkalifa #wedemboys #awxi

@MisterCap #WizKhalifa #AWXI @TheSourceMag #AdWeek #WebsterHall #BroughtToYouBy @Verizon #EastVillage #NYC #NextBigThing my @Samsung kills any #iPhone pix. (at VIP at Webster Hall, NYC)