Brands will be most successful in online video if they can approach budgeting from a “share shift” point of view, says Lisa Giacosa, SVP Global Social Media Director and Video Lead at Starcom MediaVest Group, in this interview with Erick Schonfeld, co-founder of Touchcast, at the recent Beet.TV executive retreat in Vieques, Puerto Rico.
“I don’t mind how I reach a person as long as I have the right content reaching that person in the right environment,” she says in this deep-dive discussion of multi-screen programming and moving media budget across platforms. The agency has worked closely with audience platform Videology to analyze share shifts. “What you need to think about is the overall budget and share shift from TV into online video so you can think holistically about audio and visual regardless of the platform.”
Starcom works closely with Twitter via a strategic partnership and has used the social platform for clients such as Coca-Cola, Tide and P&G. With Oreo, the brand made a mark with its SuperBowl response, “You can dunk in the dark.” Being able to move quickly and respond to news and social media is vital for a brand today, she adds. This can be achieved by making sure teams within an agency are meeting and talking. Tide, for instance, has teams that meet every week to review the news and what they are hearing in social and how to activate on that information, Giacosa says. That helped the brand to create a TV ad in response to Tide being used in a NASCAR race previously.
For more insight into Starcom’s multiscreen approach, check out this video interview.