Jordan Berman is responsible for directing promotional and partnership marketing efforts to drive consumer awareness, tune-in, subscription and retention of Showtime premium television services across cable and satellite TV affiliates. Recent activity has included multi-platform programs (on-air, online, print, radio) involving Apple, Xbox and Haagen-Dazs. Berman has been with Showtime for five years, during which time he helped establish SNI as a leader in online marketing and advertising with recognition including the Business 2.0 Best Buzz Campaign award. He first cut his marketing teeth at Black & Decker on The Home Depot account team. Berman then moved into ad agency account management roles at LOIS/USA on Minolta and Griffin/Bacal DDB on the re-launch of the famed ATARI brand for Hasbro. Prior to Showtime, Jordan founded SHORN, a broadband entertainment network targeting the 18 to 34 audience with "entertainment for the ill-tempered."
iMedia: With P&G's recent announcement that it's pulling some dollars from network TV, and ZenithOptimedia's new predictions showing internet advertising increasing, it seems "spray and pray" is starting to feel some pressure. Is this a good thing for interactive marketers? Has it opened some budget for you?
Jordan Berman: I think both developments can be seen as good for interactive marketers. First, I think P&G's announcement reinforces the idea that marketers should be open to re-evaluating historical spending patterns based on emerging trends. Second, the rise in interactive advertising demonstrates that marketers' acceptance of online as a credible ad medium is in line with the way consumers have adopted the internet to improve their lives. Showtime certainly stays abreast of market trends in other industries and online is important to our business.
iMedia: Following up on that, how has the media mix changed for you over the last few years?
Berman: Over the last few years, we've seen continued use of traditional media coupled with investment in new media including online, on demand and interactive TV.
iMedia: What have you done in with wireless, iTV or other emerging mediums?
Berman: Showtime is very active with wireless, iTV, on demand and high definition technologies. A key selling point for our service is that consumers get the ultimate home entertainment experience with Showtime. We work very closely with cable and satellite operators to build leading edge entertainment experiences using the technology they empower consumers with.
iMedia: What was your most successful online or integrated campaign recently and what made it successful?
Berman: The launch of "Fat Actress," our original series starring Kirstie Alley, was a major win for Showtime in collaboration with Yahoo! Yahoo! promoted the series premiere by streaming the first episode at the site, which garnered over 700,000 views. As a premium TV network, Showtime can best communicate the value of a subscription by engaging consumers in sampling its content.
iMedia: What do you think is the greatest benefit of online advertising? The ability to measure? Precisely target? Gather data? Something else?
Berman: I believe the greatest benefit is the ability to build a dialogue and relationship with consumers. The interactive nature allows the consumer to engage with the brand, which is a requirement to build preference and loyalty.
iMedia: Is there a "killer app" for you? What is it (email, search, advertising on certain sites, integration of advertising)? Why do you believe that works for your company/product/service?
Berman: Our killer app is the proliferation of video on the web fostered by mass broadband adoption. Showtime is a video company and so it is a critical tool for driving awareness of our programming, sampling, acquisition, tune-in and retention.
iMedia: What still frustrates you most about online advertising? What can be done to improve the situation?
Berman: The biggest frustration is the complexity of reporting metrics, which can be improved with more broadly adopted standards.
iMedia: What’s the next big thing and how will it affect you?
Berman: It may be the adoption of mobile video services, which would provide another great sampling and promotional platform, especially given consumers are holding the ordering tool in their hands: calling their cable or satellite operator to order Showtime.
iMedia: Are you doing any behavioral targeting? If yes, please describe.
Berman: I'd point to our search engine marketing efforts.
iMedia: Are you being affected by any consumer-generated marketing (CGM) -- blogs, user groups, etc.? Are you using any blogs or other social networking tools to market?
Berman: Our viewers are very much involved in their favorite programs as a community. Message boards, blogs and chat rooms are all important tools that allow our users to express their appreciation for the show with current and prospective viewers.
iMedia: What's the key for having a successful relationship with agencies?
Berman: The key is mutual respect and building open lines of communication that foster knowledge sharing and trust.
iMedia: Any final words of wisdom for other marketers? Something you've recently learned, perhaps, or some advice someone has given you?
Berman: Maintain your natural curiosity about emerging technology because it's a key driver to understanding and uncovering new marketing methods to help reach your goals.
Dawn Anfuso is editor of iMedia Communications.
