Digitas’ Sarofian: Native Advertising Allows Brands to be “Commentators”

By on 03/03/2013 3:40 PM @

VIEQUES, PR – Social media has caused a shift in advertising.  Whereas the advertising experience used to be one-sided, with brands simply pumping their messages out to consumers, now, brands are able to become part of the conversation and actually interact with and engage their customers.  On a panel at the Beet.TV executive retreat  last month, digital consultant Ashley Swartz sat down with Digitas SVP and Managing Director Stephanie Sarofian to talk about this trend.

Sarofian explains that native advertising gives "space for a brand to become a commentator."  Incorporating video, photographs, written word, tools and utilities that already exist in the space of the social web, brands are able to become a part of the conversation that’s going on online, not only about their specific brand, but about news, causes and other issues related to their industry.

She also talks about Digitas’ Brand Live offering, a service that Sarofian describes as "part technology, part process, and a lot people," which operates 24/7 to help brands monitor everything that’s happening online, determining what’s relevant and interesting for consumers, and using this information to respond and engage.

In the interview, Sarofian also talks about brands movement away from seeking out "viral videos."  She says, "Our clients are at a point where they know better, they’re not asking for viral videos. They still use buzz words. They still want their return on investment to stretch. They’re looking for us to create content in any form that they can use over and over again, that they can see that return. They still want that reach, they still want that scale."

Megan O’Neill

Recent Videos
image
Dispatch from Cannes: “This was the year of Snapchat,” Mindshare’s Johnston

CANNES – Every year at the Cannes Festival  there is a new player that captures the attention of media world.  “This was the year of Snapchat,” says Norm Johnston, Global Chief Digital Officer of Mindshare, in this interview with Beet.TV He says that Snapchat has proven its value to ...

image
Addressable TV Advertising is Here, Finally, says AT&T’s AdWorks Dunsche

CANNES – No longer pie-in-the sky, the long-anticipated technology enabling brands to deliver TV ads  to specific households is finally becoming a reality for cable and satellite operators including AT&T, says Maria Mandel Dunsche VP of Marketing for AT&T AdWorks, in this interview with ...

image
AdTech Firms Need to Adhere to Attribution Standards, GroupM’s Tilds

CANNES — Agencies like Group M are requiring that technology partners adhere to baseline standards when it comes to the measurement area of attribution modeling, says Cary Tilds, Chief Innovation Officer at Group M, in this interview with Beet.TV. “The one single thing I see in new technology ...

image
Bankoff Wants Vox’s Video On Mobile And Everywhere

CANNES — Vox Media‘s portfolio of eight sites may be pretty popular on their own. Together, the publisher claims around 170 million monthly uniques for the collection, to which it recently added Re/code. But CEO Jim Bankoff is thinking bigger. He wants to spread that content off from just owned ...

image
Mondelēz’s Bough Wants To Build Bigger, Better, Faster “Unicorns”

CANNES — Brands buying ads that drive traffic to wholesale retailers will push ecommerce to new heights, according to the marketing chief of Oreo and Toblerone company Mondelēz International. Bonin Bough reckons a coming fusion of media buying and ecommerce opportunities will fuel massive business ...

image
SMG Adds Video and Native Distribution to Content@Scale Program

CHICAGO — SMG is expanding the content platform it launched early last year to encompass video and native distribution channels. Designed to help SMG clients with their content marketing efforts, Content@Scale gives quick access to licensed content produced by more than 36 publishers and 135 content ...

image
On Daily Mail’s TV Show, ‘The Site Is The Star': Steinberg

CANNES — Almost exactly a year after the president and chief operating officer of BuzzFeed was named to lead MailOnline’s US expansion as the online paper’s north America CEO, now Jon Steinberg is already enjoying getting a toehold in to the TV business. At Cannes Lions, DailyMail.com (as ...

image
Daily Mail, Dr. Phil Consummate Story Sharing With TV Show Marriage

CANNES — Late 2015 and early 2016 already look like shaping up to be the time when the biggest online media brands try breaking in to the old medium of TV. AOL already hopes to gain distribution for its new HuffPo Show weekly satirical show, and BuzzFeed is known to be considering its options. Now ...

image
Shane Smith on Vice, Brands, Pinterest & Video For Millennials

CANNES — How should a financial giant market to young adults in the digital age? By giving it to them straight. That’s according to Vice Media CEO Shane Smith, whose publishing company us helping Bank Of America do just that. At Cannes Lions, the bank announced the launch of The Business Of Life, ...

image
IPG’s Cadreon to Launch Automated TV Ad Platform with TubeMogul in July

CANNES – Cadreon, the digital marketing platform of IPG Mediabrands, will introduce its programmatic TV buying platform created in partnership with TubeMogul, next month with its first campaigns, says Arun Kumar, Global President, in this interview with Beet.TV Kumar says that the new platform has been ...

image
Goodby: Addressable TV Ads Will Feel Like “They Were Made Just For You”

CANNES — Addressable TV and the notion of targeting TV ads individually has been a hot topic in the ad industry for years, and it may very soon be scaleable. “We’ll be able to make it so that it feels like it was just made for you,” says Jeff Goodby, co-chairman at Goodby, Silverstein & ...

image
GroupM’s Gotlieb Says Reviews Often Happen When Agencies ‘Over-Promise’

CANNES — According to GroupM Chairman Irwin Gotlieb, many media reviews are happening at least in part because of a bad habit agencies have developed of promising too much. “Everything comes home to roost eventually,” says Gotlieb in an interview with BeetTV at Cannes this week. “Those who ...

loader