Razorfish CEO: Paid Media Should Operate in Real-Time With Social

By on 07/30/2014 7:42 PM @daisywhitney

Paid, owned and earned media can work well on a real-time basis, and brands need to rethink both their allocations for paid media and the timing too, says Pete Stein, CEO of Razorfish, in an interview with Ashley J. Swartz, CEO of Furious Minds, for Beet.TV.

“It used to be that paid media was planned years in advance and marketing had been a very fixed thing,” he says. “One of the things we are seeing in this more real-time world where you are putting content out there, is that there is more of an ability to use paid media as fuel to get the fire started or when you see sparks use it to ignite the fire,” he says. That means paid media works well on the front end, but marketers should also have a slush fund to fuel those social media fires when they catch.

These allocations are increasingly important as branded content rises in value. Stein points to work that clients like Unilever, Mercedes and Nike have rolled out recently in the branded content sphere. Unilever, for instance, paired with Google on a video-centric hair care campaign that grew out of Google’s insight on the number of searches related to hair care, Stein explains. “That’s real time,” he adds.

“The value in branded content comes from two places – the interruption from advertising is becoming less effective, and with so many mobile devices and people shifting their behavior, advertisers have an opportunity to deliver content that is of value and consumers are going to watch it or share it,” he says.

For more insight into branded content and the approach of Razorfish clients, check out this video interview. We interviewed Stein at the Beet.TV leadership summit on branded video. You can find additional videos from the event here.

Recent Videos
image
The Economist Shakes Up The White Paper: Sukacheva

AUSTIN — Over the years, when most people have talked about The Economist’s online strategy, discussion has centered around its access model. Right now, that is three free articles a week – but this is not the only horse the publisher has in the race. The Economist Intelligence Unit (EIU) ...

image
Media Agency of the Future is Based on Advisory Model, Interpublic CEO Michael Roth

Keep your head down, stay focused and be competitive. That’s the advice of media industry veteran Michael I Roth, Chairman and CEO of Interpublic in this interview on the changing nature of the advertising business. “Don’t worry about this job, or someone else’s. Keep your head down ...

image
Mobile Video Ads Going Prime-Time: Opera Mediaworks CEO

AUSTIN — The online advertising world is fast moving from the medium screen to the small one. As it does, it can nevertheless recapture some of the advertising benefits boasted by the TV before them, says a mobile ad tech boss. “Mobile is now the first screen,” Opera Mediaworks CEO Mahi ...

image
CNN, the Economist, Financial Times, Reuters, the Guardian Join Programmatic “Coop” powered...

AUSTIN — Earlier in March, The Guardian announced it was leading a coalition including CNN International, the Economist the Financial Times and Reuters to pool their ad inventory for programmatic international sale. The exec whose company powers the so-called Pangea Alliance says such comings ...

image
Online Video Exploding Globally and Starcom’s Amanda Richman Explains Why

AUSTIN – Online video is showing dramatic growth.  It is by far the fastest growing ad medium. In a closely watched quarterly report titled  Advertising Expenditure Forecasts, the big media agency ZenithOptimedia has just reported that online video grew last year at a blistering rate of 34% to ...

image
AOL CEO Armstrong Looks Ahead to a Consumer-Centric Economy

If you heard the economy was about to go in to “reverse”, you would probably be pretty worried. But consumers should actually welcome the coming era with open arms, according to AOL CEO Tim Armstrong – for, what he dubs “the reverse economy” will leave them richer. ...

image
Branded Content Key Focus of Digital Media, BoA Says

AUSTIN — Advertising has moved well beyond the thirteen-week cycles of the past and into branded content as the focus for the future, says Anne Finucane, Global Chief Strategy and Marketing Officer at Bank of America, in this interview with Beet.TV. “What’s here to stay is being able to ...

image
Ogilvy’s Shelly Lazarus on Long-Term Career Success

When advertising veteran Shelly Lazarus began her career more then 40 years ago, marketers dreamed then about truly being able to communicate one to one with customers. Now, that’s a reality and presents an enormous opportunity for the industry and those leading the digital charge. “When I was ...

image
Horizon CEO Koenigsberg on the Transformation of the Media Agency

AUSTIN — The new media agency of the future needs a “white canvas mindset” says Bill Koenigsberg, President and CEO of Horizon Media, in this interview with Beet.TV. “With the way the world is changing so fast, each day you need to come in and paint a new picture. You have to keep ...

image
Starcom’s CEO Donohue & “New Establishment” Brand Airbnb

AUSTIN — One of the benefits of working with “new establishment brands” is they come to media planning without any baggage attached to them that iconic marketers often have to deal with, says Lisa Donohue, CEO at Starcom USA, in this interview with Beet.TV. As an example, she points to ...

image
Can The HuffPost Show Fill Colbert’s Gap, All The Way To Cable?

AUSTIN — With two of broadcast TV’s satirical news-meisters heading to pastures new this year, is online video yet in a position to move in and occupy the space? We may find out on April 3. That’s when Huffington Post launches The HuffPost Show – but, in time, the online media ...

image
Viewable Ads Are Up By 30%: GroupM’s Montgomery

AUSTIN — If you believe some of the shocking stats over the last 18 months, close to half of online ads sold may not even technically be able to be viewed by human users. Since then, industry bodies have taken great strides to iron out the problem, whilst ad tech vendors are selling ad buyers on ...

loader