Starcom's Jeff Marshall explains how to tailor your marketing for the new mobile media landscape.
With 12 million iPod videos in the market and an increasing supply of programming, you must be wondering how your advertising can participate. In today's presentation Jeff Marshall will present the iPod ad placement orchestrated by the agency's Video Investment Group on behalf of Nintendo. The program involved the placement of Nintendo brand messaging in ad-supported, free downloadable content on PureVideo.com.
He will follow with a look at Starcom's podcasting work for Sun, in which sponsored, tech-centric content was strategically distributed to listeners of new BusinessWeek podcasts.
Marshall will also deliver to the audience guidelines on how best to maneuver the new mobile media landscape and effectively engage today's new consumers. Guideline topics include:
- Becoming comfortable with letting consumers own your brand
- Customized content production for new screens
- The currency of consumer attention
- The creation of new ad-supported models
- Getting a running start with engagement-based metrics.
Speaker Bio:
Jeff Marshall acts as the thought leader and management force behind Starcom IP, the digital media specialist group of Starcom. Marshall and EVP/Group Client Leader Chris Boothe share leadership responsibilities for the agency's Video Investment Group (VIG). The VIG's approach to true media neutrality in marketing solutions makes it the first industry unit dedicated to a holistic assessment of video messaging options in crafting communications plans. Marshall's scope of activity extends across contributions to the entirety of Starcom IP operations. A founding member of the company, Marshall joined the group in 1999 from Starcom USA, where he was a media supervisor working with such clients as Fila, Heinz and numerous Leo Burnett Technology accounts.
Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.
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Speaker(s): Jeff Marshall, Senior Vice President and Managing Director, Starcom IP, Starcom
Format: 24:43, 8.99 MB, MP3
