Posted By Administration,
Monday, December 3, 2018
On a crisp L.A. afternoon, the Doubletree Hotel in Culver City hosted some of the best and brightest minds in the world of Marketing Technology, or as one moderator proclaimed… ”cough, nerds”. Zingers aside, the stage was set for a deep conversation about navigating the complexities, technologies, and organizational challenges of MarTech and how to harness its power.
The event was kicked off by ThinkLA Co-President Tim Hand who welcomed the group. Tim handed off the mic to the event co-chairs Kim Brown Robinson and Paul Santello for opening remarks. They explained the focus of the event: a robust discussion on the convergence of advertising and marketing technologies representing an incredible opportunity for those who understand how to manage them. Hopefully, the audience would walk away gaining insight into building and optimizing their MarTech toolbox, discovering cutting-edge innovative customer experiences, and learning strategies for successfully implementing key technology solutions. And even if none of that happened, there was a raffle and cocktail reception awaiting those who made it all the way through.
The opening keynote speakers were Patrick Dolan, IAB President and Anna Bager, EVP Industry Initiatives. They set the stage with several pieces of data from the most recent IAB Internet Advertising Revenue Report. TL;DR: there’s growth, growth and more growth.
Overall, digital continues to grow with double digit increases in areas like social media and the emergence of audio as a separate category. (Alexa is listening… always.) And it’s not just the usual goliaths driving this upward trend: direct-to-consumer (DTC) brands ditch the traditional ways of thinking through buying efficiencies and an embrace of MarTech, giving the category leaders fits. But the waters are choppy for everyone as customer journeys get more complex every day and regulations such as GDPR and CCPA make companies finally be nice to their lawyers. The pièce de résistance of the presentation was the often-seen and crowded chiefmartech.com slide, eliciting gasps from the audience and a cross-eyed author of this recap.
Notable quote: “DTC brands are causing the big guys death by a thousand paper cuts”.
The data portion of the day was kicked off with a commercial break by one of the event’s wonderful sponsors, Matt Russo from Gimbal.
Shailley Singh from the IAB Tech Lab gave the audience a brief description of the great work his group does including developing standards, software and services for the industry. He then jumped into moderator mode with Matt Mendez from Oracle Data Cloud and Josh Peters from BuzzFeed on the panel. After some debate and definition of first-party vs. second-party vs. third-party data, the panel discussed the impact of GDPR and CCPA regulations. Everyone agreed that compliance isn’t just following the rules but a true embrace of the collection and usage of data from a consumer protection standpoint.
Notable quote: “One man’s first-party data is another man’s third-party data”
Matthew Thornton from Industry Index gave one of the more eye-opening and straightforward presentations of the day regarding Data Leakage. Through their research, it was noted that many of the top websites had a lot of first-party technology embedded on their site. In general, technology isn’t so bad, but with so much of it implemented, the result is a confused web team and ultimately, data leakage.
Notable quote: “It’s not a drip, it’s a deluge”.
The targeting portion of the day featured a panel led by Logan Gufstason of AdTheorent (another amazing sponsor of the event) joined by Karl Meyer of Samsung, Krista Thomas of VideoAmp, and Jason Zollan of Oath. The level of honesty and sharing of opinions was evident right off the bat as the panel agreed that there are pros and cons to some of the industry’s tried and true audience measurement/targeting tools. Nielsen was dubbed a “frenemy” because of its benefit of standardization across the industry but drawbacks due to its continued use of a panel-based methodology. However, a thoughtful approach to mixing and matching data could help solve the use of seemingly disparate targeting tools. That approach is especially helpful in areas like OTT and audio targeting as they lag behind desktop and mobile in targeting advances.
Notable quote: “Putting all your eggs in one basket…or betting on one horse…is probably not the way to go”.
After a small break to check out our exhibit sponsor Centro’s table in the foyer, bug agency people about RFPs, and grab a cookie or three, we got right back into the action.
Two more gracious sponsors, Lorenzo Moreno of the Trade Desk and Jeff Harp of Adelphic kept the momentum to start the ACTIVATIONportion of the agenda.
Dubstep music and sharp wit led the way for the next panel. A few glow sticks and Red Bulls could have started a full-on dance party, but the panel, comprised of moderator Leisha Bereson of Canvas, Kenneth Hurta of Brandfolder, PJ Miele of Amobee, and Matt Schmidt of SpotX, dove into topics such as who owns data and how is it actioned upon. The overwhelming consensus was: It takes collaboration and a focus on the end goal. In any given project, groups can get overprotective about deal points and it creates a lack of transparency and forms roadblocks. And then there’s specs. What is often a pain point given the unbalanced attention to targeting over creative could be so DAM easy through the use of a Digital Asset Manager. And finally, for the first time the entire day, someone mentioned “blockchain”. #tooklongenough.
Notable Quote: “Not having a smart, tech savvy team is like having a garage full of cars and no one knows how to drive” - Ian Wilson of Heineken (he wasn’t there but was quoted)
Rounding out the Activation section was an informative and resource-rich presentation from Kerry Bianchi of Visto diving into omnichannel programmatic. FYI, “multi” means more than one, “omni” means all places. Kerry explained that the trend of bringing programmatic activity in-house continues, but the four things to consider when making that decision are: 1) A thorough cost benefit analysis, 2) Getting your data house in order, 3) Be confident in the legal/operations side of the house, 4) Not underestimating or skimping on talent…getting it and keeping it.
Notable quote: “A ‘one-stop-shop’ probably isn’t feasible or even realistic”
We entered into the final topic of the day, analytics, with a mention of The Terminator and how AI isn’t scary technology that’ll take over the world. That’s just what they want us to think…
It was the presentation from Anya Ware of IBM Watson that got people comfortable with terms like Augmented Intelligence and Natural Language Processing. Her discussion started with four common challenges associated with data: 1) Unused data or data that isn’t actionable, 2) Lack of transparency, 3) Walled gardens and the scarcity of data coming out of them, 4) An explosion of tools, seemingly useful but creating confusion. To solve for these challenges, IBM implements AI that understands structured and unstructured data, uses reasoning that can form hypotheses, learns and develops skills and interacts using natural language processing. Ok, so maybe Skynet is real, guys. Kidding…but…we were introduced to Lucy, IBM Watson’s AI powered Marketing Assistant (and also the name of Watson’s daughter in real life #truestory). Lucy can be used for data aggregation and mining, sentiment analysis and personalization, which via several case study examples was proven to save organizations hundreds of hours driving smarter, more efficient use of data.
Notable quote: “90% of the world’s data was created in the last two years”
(You would think at this point there would be tumbleweeds in the room given it was late afternoon and we’d been talking about technology all day, but most of the audience was still there. It was impressive and a testament to the quality programming developed by the committee and speakers)
The audience was treated to lovely closing remarks in the form of a fireside chat with Sharon Harris of Deloitte and Jason Lee of Horizon. After Sharon revealed the winner of the day’s Best Moustache as Josh Peters from BuzzFeed, she summed up the day quite thoroughly yet succinctly. I won’t summarize her summary because, well, I just did that for you but needless to say it was all-encompassing. When asked for some words of wisdom about an approach to data strategy, Jason got his mic skills in order and offered six key tidbits: 1) Adapt your data conversation because the landscape is constantly evolving, 2) Simplify and identify your “north star” or end goal, 3) Identify and prioritize roles and responsibilities, 4) Establish a roadmap to that end goal, 5) Establish data governance, 6) Have a holistic approach. Then Jason tried to throw out something about blockchain but that cat was already out of the bag. He did however leave us with:
Notable quote: “Data. It’s important”
The closing keynote was skillfully delivered by Nichola Perrigo of RPA. The main points of her presentation were quite candid: Advice about data hygiene, a mention of Forrester’s Zero Party Data and the need for constant evaluation were given, but the importance of trust and attention to people were areas relatively unexplored by the other speakers. It was a human ending to an otherwise technology heavy day.
Notable quote: “There’s elegance in simplicity”.
And with that, an afternoon filled with acronyms and talk of technology ended with hors d’oeuvres, vodka sodas and the mutual exchange of rectangular, medium weight card stock with contact info… and a further appreciation of the power of MarTech.
Pranav Pandit is a ThinkLA event committee member and recent transplant from Chicago. He’s a free agent looking for the right gig utilizing his 19+ years in the advertising/marketing business.
What a great day of volunteering at the LA Regional Food Bank in Commerce! The ThinkLA community joined forces with the Los Angeles Regional Food Bank as a community of LA-based advertising, marketing and technology professionals to help provide food for thousands in need in the greater-LA area.
Thanks to the 75+ ThinkLA and AMA-Los Angelesvolunteers, we made 3,696 meal kits for seniors in the LA area!
We'll just say it: There aren't enough women in the C Suite (duh). So, as part of the ELC Live! series, ThinkLA's Path To The She Suite event hosted powerful women from all walks at the beautiful, female-owned, fully-independent agency, Zambeziand brought together executive women leading the marketing and advertising industry to share how they got where they are (brilliance and hard work, no doubt) and what the key lessons have been along the way.
ThinkLA's powerhouse panelists answered thought-provoking questions from their opinion on the term #ladyboss to how having a sacred routine can be the anchor that makes you a better leader. Thank you again to our fabulous panelists and to Zambezi for hosting us.
“Careers are a jungle gym, not a ladder.” – Sheryl Sandberg
“There is no work/life balance, there’s only work/life integration. You just have to enjoy what you do. The only way you can spend this much time working is if you like it.” – Jiah Choi
“Be open to discourse and uncomfortable conversations. That is part of your job. If you want to be a leader, you have to lead those conversations. If you have an issue with someone, you have to talk to them and sit them down and say, ‘I have an issue with you.’ That is such a powerful thing that I’ve only recently learned to do. But don’t assume malice every time. Pull back your immediate emotional reaction.” – Sarah Ceglarski
“People in successful leadership positions are curious and always looking to grow. Warren Buffet spends half his day reading.” – Jean Freeman
“Remember that when you get to where you are going, the people you need to mentor may not look like you or have the same background.” – Sheila Marmon
“There are incremental things you can do to promote diversity and equality. It doesn’t always have to mean joining a huge movement.” – Yumi Prentice
Posted By Administration,
Friday, September 28, 2018
Updated: Tuesday, September 25, 2018
AdJam: Sounds of Summer What a turnout! Creatives, Execs, and even Accounting came together in sweet, sweet harmonies for a night of ass-kicking, toe-tapping, jaw-dropping shreds from the very best L.A. agency bands. Let's give it up for the bands - who were all absolutely ahhhmazing and certainly made the judges work!
We had a blast this past Tuesday night when a group of powerful women launched into self-care at the beautiful, female-owned, fully independent agency, Zambezi, to learn about treating themselves as well as they treat others. Chelsea Szabo, coach, speaker and trainer at Verbal Courage shared what self-care is at it's core, the biggest hurdles women face to achieving it and helpful tools to begin practicing it immediately. To help further spread the practice of self-care, you can access a 101 Acts of Self-Care below.
Posted By Administration,
Monday, September 17, 2018
What a day it was! 215 golfers from the L.A. advertising, marketing, and media community came out to support Ad Relief and have a great day of golf.
Each year, Ad Relief continues to advance its mission in providing assistance to individuals in the advertising industry in times of life crisis. Through their programs, we have seen many lives changed for the better. The charity golf tournament raises more money for Ad Relief than any other single event.
Ad Relief of Greater Los Angeles is a 501(c)3 charity that since 1972 has granted over $2 million in emergency money to individuals in the Southern California advertising and promotions community, including fire, earthquake and landslide victims. Those with life-threatening illnesses have been helped with medical bills and other expenses.
Thought leaders shared their unique stories and how they are building their brands and business in this fast-growing industry. The sold-out crowd of 200+ brand representatives, marketers, agencies, publishers and ad tech professionals spoke about regulations, industry learnings, challenges and successes they are seeing in an industry that is estimated to reach $75 billion by 2025.
Though nascent, the cannabis industry represents a huge marketing opportunity as the community moves quickly to educate consumers, build their brands and business in a channel that has many local and state regulations. Many marketers have voiced that advertising is challenging because of regulations and limitations. Ad-tech executives shared that there is targeted video available now for brands to reach audiences through various platforms. There are also large opportunities for agencies, as these marketers and brands will be scaling nationally and globally and will look for expertise.
Rosa Ziebell, SVP of Marketing for Eaze said, "Quality content is key and so important.” Marketers are going back to basics as quality content drives organic search. Marketers are looking to reach audience segments to build their brands, and tell their stories through new platforms. Kimberly Dillon, CMO of Papa & Barkley said, “We’re real people and have real stories. We’re telling our stories and it connects because it’s authentic.”
Yoni Meyers, Partner at Casa Verde said, “We believe cannabis is a once-in-a-lifetime opportunity.”
• Regulations need to be reviewed on the local and state level continuously as regulations change often
• Opportunity is huge for brands, agencies, publishers and content creators as the industry is nascent and growing fast
• Brand and marketers need to advertise to capture various audience segments and gather data
• Quality content is key, driving organic search and SEO while pushing content and messages out via new video platforms
• Another ThinkLA Cannabis event is needed, sooner than later as the industry is moving so quickly
Thanks to all who came to eat, drink, play games, and dance the night away 2018 Summer Soirée Havana Nights presented by true[x]!
We loved spending a colorful night with all of you - L.A.'s brightest media, marketing, and advertising professionals! Visions of Flowers, Fedoras, Guayaberas, Cuban-themed cocktails, and ocean views from the Bel Air Bay Club are still dancing in our heads. A huge thanks to all of the talent, committee members, sponsors, and volunteers who helped us make the all of the magic happen!
Lotame Swag Bag with Amazon Echo, Daniel Bustillo, RPA
Bon Iver Tickets to Hollywood Bowl, Jay O'Brien, Bloom Ads
GROUNDTRUTH PHOTO BOOTH
THANK YOU TO OUR SPONSORS
Photo Booth Sponsor | Safe Travels Sponsor | Entertainment Sponsor
Entertainment Marketing Breakfast: Breaking the Mold
We create advertising and media for entertainment companies, but how much of it is actually... entertaining? At our 2018 Entertainment Breakfast, we discussed impactful, unexpected ways for entertainment businesses to connect with customers. #ThinkEntertainment
Thank you to our speakers, sponsors and attendees for exploring entertainment marketing with us:
How do we make marketing about people while using hypertargeting and insights-driven data?
How do we best capitalize on a marketing world where consumers are oversaturated with content?
What’s the right balance between art and science, the analytical and the creative?
So what did we learn after a morning of intelligent speaking and thought-provoking fireside chats? That there is no mold to break!
"Very informative, engaging, useful info and concise! Great!"
"One of the best panels ever for a ThinkLA event. The speakers were funny, engaging (so necessary at 8am), relevant, transparent with their thinking. "
"So insightful and entertaining!"
Keynote: Kevin Westcott (bio), Vice Chairman, Deloitte
Spanning three evenings, ThinkLA's Intern Summit in L.A. gives interns the opportunity to connect with their fellow young professionals over snacks and cocktails while learning insider tips and tricks from seasoned ad pros, all designed to help them survive their first years in advertising. The Intern Summit's emerging advertising professionals find inspiration from industry experts across different disciplines, talents, races, genders, career paths, and more, and gain a deeper understanding of the advertising industry’s business practices and corporate culture.
The ultimate reward of the Intern Summit is the opportunity for attendees to have résumés critiqued by top industry recruiters and HR professionals before applying for their first job in advertising.
SESSION ONE TAKEAWAYS
"I loved learning about internships from people who have either had one or deals with interns. Especially what to do and what not to do."
"My biggest takeaway was to take time to create relationships during the internship. As an entry level employee, stay in one place for some time to show that you’re sticking through."
"Networking and developing relationships with your coworkers is imperative to your internship. Work hard and give everything you do your own personal touch. Stand out."
"I learned to be confident and work your butt off in order to get what you want."
My biggest takeaway was the mindset that I can find opportunities to make a difference and produce something for the team in any down time. I feel like I can use my opportunities and time more efficiently now.
SESSION TWO TAKEAWAYS
“Don’t live to work, work to live.”
“Learning how to say no is learning what you want to prioritize.”
“The only way you win is to out smart people. It’s all about outsmarting your competitor.”
“Nobody in this industry knows everything about this industry.”
“It’s important to realize when things are out of your control; learn how to effectively communicate and set realistic expectations so that you and your team can follow.”