The Funnel Is Collapsing: Twitter’s Personette

LAS VEGAS — The uber model for marketing strategy has been that of a funnel, through which a mass audience’s interest gets ignited by awareness-raising branding ads, eventually leading down to performance outcomes like sales. But new digital platforms are collapsing the marketing funnel as we witness the emergence of ad units which tick both […]

 
 

Refinery29 Will Launch OTT Offering To Distribute ‘Powerful Female Stories’

Armed with biometric research showing how brands can best align themselves with cultural happenings, Refinery29 will launch an over-the-top service called Channel29 later this year. “It will be both a combination of live programming and also pull from our library of incredible content as well as producing new content,” Refinery29 COO Sarah Personette says in […]

 
 

This Is The Golden Age Of Content: UM’s Personette

LOS ANGELES — “Best-in-class content is alive and well” as new distributors and marketers alike take the opportunity to reach consumers, says an ad agency exec. “We’ve seen an explosion of the golden age of content,” UM WW’s north America president Sarah Personette, who was Facebook’s own agency relations director until 2013, tells Beet.TV. “Consumers want and […]