How Ad Execs Think Differently About Mobile

CHICAGO — Mobile attracts different consumers in a different mindset than traditional digital media. So how can agencies get out of the “shovelware” mindset and give mobile users something more likely to yield results? A Beet.TV panel discussion heard executives’ answers: Maxus strategic planning director Jill Langan: “There are opportunities to use mobile as a […]

 

Satisfying Readers Is Key To Content Marketing: Digitas’ Mark Book

CHICAGO — DigitasLbi’s “Perceptions Of Care” video campaign for Whirlpool has won rave reviews from ad watchers, after the agency worked with popular web publisher Upworthy to craft the campaign as a pair of videos. The campaign has generated some hefty social media views. So what was the secret? “It has a real brand product […]

 

Branded Video Now Driven by Data, Audiences, Digitas’ Mark Book

Branded video has evolved from a “post and hope” approach to a data-driven strategy, says Mark Book, VP and Director of Social Content at Digitas LBi, in an interview with Elaine Boxer, Director of Industry Initiatives at the IAB. “It’s about using data to be strategic about how you reach people in a contextual way,” he […]