‘Branded Video Has Five Seconds To Impress’: GroupM’s Rob Norman

The emerging space of editorial video content produced by brand marketers is so new that there are few benchmarks for a successful campaign, says GroupM chief digital officer Rob Norman. But he has identified at least one golden rule already. “Make sure the first five or six seconds are really, really good – so that […]

 
 

Rob Norman on Programmatic Online Video: More Inventory Needed

VIEQUES, PR — The massive reach of YouTube has drawn in a new range of advertisers to sight, sound and motion for the first time due in part to the site’s audience composition, says Rob Norman, Chief Global Digital Officer, GroupM Worldwide, during a deep-dive interview about online video at the Beet.TV Executive Retreat. The YouTube […]

 
 

GroupM’s Rob Norman: For Content Marketing, Context Is King

VIEQUES, PR — Everyone’s talking about “content marketing”, “native advertising” or “branded content” – the hybridization of editorial and marketing materials in to a single content type of mutual benefit to publishers and brands. That’s forcing the ad agencies to offer their services in these spaces. But, for agencies as used to the traditional church-and-state […]

 
 

GroupM’s Norman: Advertisers Must Embrace the “Stream” With Quick Content

CANNES — Advertising group GroupM’s chief digital officer thinks the top challenge for marketers is to insert themselves in new platforms like Twitter and Facebook that are all about chronologically-ordered, stream-based real-time media consumption. “Every time the distribution channels change – and the stream is a new distribution channel –  typically the manufacturing problem changes […]

 
 

Vast Majority of Ad Tech Start-ups Will Fail, GroupM’s Rob Norman

Most of the advertising startups who pitch their new services and products to agencies will never return money for themselves or their investors, says Rob Norman, Chief Digital Officer at GroupM Global, during an interview with Beet.TV at the Beet Retreat 2013 in Vieques, Puerto Rico. “Of every 100 companies that come to see me, 85 won’t […]

 
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