Posted By Emily Hope,
Wednesday, February 28, 2018
We would like to extend a big thank you to Don Lupo for a highly educational session, at to Jukin Media for hosting the group.
We learned what it takes to make a digital project efficient and profitable, whether producing banners, a mobile app, or a website as well as the basics of the digital production process, how to estimate for projects, and why the client needs to pay for IA, UX, and QA, as every agency has challenges with digital production:
Account does not always know it well
Creative does not always follow best practices
Finance doesn’t always know how to bill for it
Very few people know how to make it profitable
Digital production can be far more complicated than anyone anticipates, but focusing on process can make it much easier. In this class, we discussed what it takes to not only get websites and banners out the door AND how to get them done efficiently and (hopefully) profitable.
A clearer understanding of digital production process
How to best utilize digital producers
How proper estimating can save and make money
Why you should fight for IA and QA when the client balks
How to use consumer empathy to make a better digital product
In recognition of Black History Month, RPA partnered with NBC Universal, ThinkLA, and ThinkLA's DIG initiative on "Diversifying Advertising: Perspectives on Hiring Black Talent & WorkplaceInclusivity on Feb. 21 at RPA in Santa Monica.
From recruiting and retaining black talent to workplace inclusivity, we learned about the challenges agencies and businesses face in creating a diverse culture from industry veterans.
Panelists included: Kirsten Atkinson, VP, Client Partnerships, NBCUniversal Media; Rhonda Fortner, Digital Media Manager, Innocean USA; Marissa Nance, Managing Director, Multicultural Content Marketing andStrategic Partnerships, OMD; Marcus Wesson, Executive Creative Director, Dailey; and moderator Shanique Bonelli-Moore, Senior Director, Global Corporate Communications, Buzzfeed.
"What an amazing way to celebrate Black History Month! Thank you to RPA for hosting this incredibly informative and inspiring event. A special thanks to NBC Universal and ThinkLA's DIG initiative for partnering to make this event possible."
“What I would challenge each of you is first and foremost, be aware of who you are. Don’t become someone you’re not. If you’re not true to yourself, you’re not your best self.” - Marissa Nance, Managing Director, Multicultural Content Marketing & Strategic Partnerships, OMD
“One thing that I value the most is... time. If I can give that, that means more than money and other resources.” - Kirsten Atkinson, VP, Client Partnerships, NBCUniversal Media
“[People of color] will go to a meeting but we won’t sit down together and talk to each other. That becomes intimately important in all of our learning. We have to educate each other because we individually can’t break the mask. We have to collectively communicate and destroy the perception.” - Rhonda Fortner, Digital Media Manager, Innocean USA
“I came up through the [ThinkLA's] MAT Program, which is essentially the multicultural advertising training program… it helped show that I had experience in the real world.” - Marcus Wesson, Executive Creative Director, Dailey
As a special treat for the attendees, Don Lupo of lupofotocreated a complimentary portrait opportunity.
Click below for the full gallery (password: Diversity2018).
What a great day of volunteering at the LA Regional Food Bank in Commerce! With 50+ ThinkLA and AMA-Los Angelesvolunteers, we sorted and folded over 5,000 boxes - enough boxes to store food for 5,936 people in the LA area!
Many thanks to Supa Coffee for providing the morning energy, and to Vox DJ's (DJ Hudd!!) for keeping the party going while we worked!
We celebrated the holiday season with an evening of glamour, glitz, and glitter, all to benefit the Toys For Tots Foundation!
Over 600 of our closest advertising colleagues and friends gathered at Unici Casa in Culver City for dinner, dancing, and TOYS! We collected over 750 toys to benefit the Toys For Tots Foundation. Thank you to all who attended and brought a toy (or two!) to put a smile on a child's face this holiday season, plus an especially huge "Thanks!" to our Marines who attended. We appreciate all that you do to make our toy drive, and all toy drives this season, such a success.
Thank you to our attendees, vendors, and sponsors for making the Fourth Annual Programmatic Summit on Nov. 29 a huge success. 300+ brand marketers, media buyers, online publishers, ad networks, ad exchanges, and other solution providers participated in candid conversations surrounding data and privacy, transparency and brand safety, and the future of programmatic in media and marketing.
View the agenda for a recap of our sessions, and read about the Programmatic Summit speakers on the event page.
Anna Bager, GM, Video & Mobile, IAB
Leisha Bereson, VP, Group Director, Programmatic, Canvas Worldwide
Marco Bianchi, Director of Exchange Partnerships & Analytics, Oath: A Verizon Company
Dennis Buchheim, SVP & General Manager, IAB Tech Lab
Tal Chalozin, Co-Founder and CTO, Innovid
Scott Cunningham, Owner Cunningham.Tech Advisors
Jennifer Derke, Director of Product, Programmatic & Data, IAB Tech Lab
Anne Frisbie, SVP of Global Brand & Programmatic, InMobi
Ross Geier, SVP, Programmatic Revenue, iHeartMedia
Quentin George, Founder, \UNBOUND\
Oksana Hickok, Digital Business, Transformation Leader, Publicis.Sapient
Scott Messer, Vice President, Content Channels, Leaf Group
Karin Mihkels, SVP, West Coast Programmatic, Cadreon
Lorenzo Moreno, GM of Business Development for the Southwest Region, The Trade Desk
Kristen O’Hara, CMO, Global Media, Time Warner Inc.
Chris Pierantozzi, ECD, Saatchi & Saatchi LA
Jay Sears, Group Head, SVP, Mastercard Ad Intelligence
Doug Weaver, Founder and CEO, Upstream Group
Peoplematic: POV, Persuasion, Politics and the Future of Automation.
People, not technology, are the key component to the next iteration of programmatic We need smart people at the switches: to activate, challenge, push for transparency, and integrate technology and creativity.
Demystifying AI: A Deep Dive into the What, Why and How for Marketing & Media
Now is the time to invest in A/I. Your competitors are thinking about it. Dive in now to keep your competitive edge A.I. is going to touch every part of every business in the coming years. “A.I. is going to eat software.”
Commerce, Data, and Advertising’s Final Frontier: Defining the Currency of Today’s Programmatic Marketplace
It’s time to “stop the nonsense”. We have the capability to tie digital activation to actually, real-world, offline business outcomes. We are way beyond the click. The world is moving from venture backed companies to private equity and that means desired outcomes are value and margin not just exits. “Playing to win is a different game than playing to sell”.
Data-Driven Marketing: The End-Game of Automation: What does it mean, and how do we get there?
Building a results-oriented, data-driven marketing strategy requires laser-focus on four crucial components: data and measurement; people and process; technology and tools; media and creative.
A well-defined consumer journey helps showcase the strategic role of programmatic creative in driving customer experience and unites teams over a common goal.
There are a large number of considerations and data points to weigh when setting strategy and approach to execution.
As powerful as ad technology is, there is a crucial role for brand and agency teams to play in forming hypotheses, managing campaign optimizations, and informing future strategy.
Why Connected TV is Here and Now
Cord-cutting is on the rise, time spent watching “traditional TV” continues to shift, and connected TV viewers are a growing and valuable audience. Premium connected TV inventory must be part of your buying strategy. 10 million people will cut the cord during the next 10 years.
Data Deep-Dive: Segments, Models, Measurement and More
Data is not just the realm of the data scientists; you need to understand and be fluent in data terminology. Probabilistic and deterministic data are both first-party, just different aspects of it. CDP and DMP are different: your customer data platform and your data management platform need to perform in different ways.
Busting Myths about Programmatic TV/Video: What’s Hype, Hyperbole, and What’s Actually Happening?
There are many myths, misunderstandings, and a lot of confusion about digital video and OTT. It’s important to remember:
Vertical video is highly effective with completion rates around 80%.
“VPAID” is not synonymous with “viewability”.
Programmatic is not simply for flat standard units. Highly interactive advertising can be part of the programmatic funnel.
GDPR (And Other Things That Go Bump in the Night)
GDRP will turn the collection of digital data from an opt-out market to an opt-in one where consumers opt-out by default. Under GDPR, users have the right to access, port, correct and erase their data. If you don’t respond to their requests, you are breaking the law, and penalties are severe.
Chris Pierantozzi, ECD, Saatchi & Saatchi and Oksana Hickok, Digital Transformation Strategy and Execution, Publicis.Sapient
Dennis Buchheim, SVP and GM, IAB Tech Lab, Jennifer Kyla Derke, Director of Product, Programmatic, IAB Tech Lab, and Leisha Bereson, VP, Group Director, Programmatic, Canvas Worldwide
Scott Cunningham, Owner, Cunningham.Tech
Data Driven. Audiences. Broadcast Radio?! iHeartMedia Presentation
Ssssstrike! What a great turnout! On Nov. 16, the Los Angeles advertising and marketing community came out in full force to bowl, party, network and give back to the LA Regional Food Bank!
Congratulations to Justin Satzman at Maxus for winning an Amazon Dot courtesy of Verve, and to Robert Velasquez at RPA for winning two tickets to the Bling Ball on Dec. 8!
Congratulations to Team One for top high score; Pinterest for best team spirit; Tapjoy for best effort; and Wesley Mitchell, Entertainment Partnerships at Pinterest for the top individual score!
Special shout-outs to our other Turkey Winners: Jassiem Dingle of Carat, Franco Viteri of Mediacom, and Wesley Mitchell of Pinterest for getting three strikes in a row and taking home a bottle of Wild Turkey!
FOOD DRIVE | Enough about getting basted (we kid). This year, instead of doing a physical food drive, our digital food drive was a major success for the LA Regional Food Bank. For 42 years, the Los Angeles Regional Food Bank has been mobilizing resources to fight hunger in our community. They distributed 59 million pounds of nutritious food in 2014 – the equivalent of 48 million meals – to 280,500 clients each month in L.A. County.
We can't tell you enough how much we appreciate your hard work at the LA Food Bank on Saturday... What an amazing turnout! The wonderful folks at the LA Food Bank told us that this was the biggest day they have ever seen. We sorted 50,190 lb of food, to create 41,657 meals!
Special thanks to Coffee Connection for the coffee and to Sabio Mobile for the delicious morning pastries. Thank you also to KIND Snacks for the snacks and to DJs Joe Kim and Nick Mariano for keeping us motivated... and to Seoul Sausage for the yummy afterparty snacks!
They came. They saw. They facilitated. Attendees of the Facilitation: The Superpower of Getting Sh*t Done left the class with a new mindset of how to better control a room and keep others focused, driven and confident.
Terri Simon and Tim Leake helped run the two sold-out classes at RPA this month, and we hope to have them back next year!
TV viewership is healthier than ever, although how consumers view TV content is changing dramatically. The shift in consumer behavior and technology has created a huge challenge - and the opportunity to use Advanced TV to more effectively target, engage, and measure the impact of campaigns. At ThinkLA’s first-ever Advanced TV Breakfast on October 20, over 500 attendees heard from a variety of speakers and panelists across the ATV spectrum.
Mike Bologna, president of one2one Media, kicked off the program with a keynote laying out the Advanced TV landscape. He reviewed the various tactical approaches to targeted TV, and provided a framework for successfully activating an ATV campaign. He also explored the use of data and metrics to accurately attribute brand health and sales life, noting that automation is critical for a successful targeted TV campaign.
Content programmers and distributors have to re-think their strategies to meet the needs of this new on-demand video world. Our content panel - Rob Holmes, VP Programming at Roku, and Reagan Feeney, SVP, Head of Partnerships and Distribution at Hulu, discussed how on-demand platforms are rewriting the rules of television and reshaping the industry from content consumption, creation and distribution standpoints. The conversation was curated by Natalie Jarvey of The Hollywood Reporter.
The next panel focused on the solutions advertisers have been challenged to create in this fragmented landscape – what strategies are currently being implemented and how these strategies may continue to shift with the dynamic marketplace. Caty Burgess, SVP, Marketing and Media Strategies at The CW moderated a lively discussion with Scott Clark from Innovid, Mark Gall at Alphonso, Lisa Herdman from RPA, Karl Meyer at Samsung Ads, and Amanda Kozlowski at Lionsgate.
Wrapping up the program, we heard from a company that has positioned itself at the nexus of these changes – our presenting sponsor, AT&T. Andy Barnet, VP, Western Advertising Sales from AT&T, and Matt Bayer, SVP Advanced Television & Cross-Screen at Cadreon, covered the use of advanced media in an overall national strategy, segmentation, measurement tactics from the top to the bottom of the funnel and a case study from an addressable advertiser.
Carly Moniz, Warner Bros. Brand Networks - Nintendo Switch, courtesy of Innovid
Jeff Zim, R&R Partners - Apple TV, courtesy of AT&T AdWorks
Hunter Havins, Canvas Worldwide - Roku 4K TV, courtesy of Roku
Jan Gonzales, Palisades Media Group - Amazon Echo Show, courtesy of Alphonso
Andy Barnet, VP, Western Advertising Sales, AT&T AdWorks
Mike Bologna, President, one2one Media
Caty Burgess, SVP, Marketing & Media Strategies, The CW
Scott Clark, VP, Brand Partnerships, Innovid
Reagan Feeney, SVP, Head of Partnerships & Distribution, Hulu
Mark Gall, Chief Product Officer, Alphonso inc.
Lisa Herdman, Director of National TV & Branded Content, RPA
Rob Holmes, VP Programming, Roku
Natalie Jarvey, Staff Writer, Hollywood Reporter
Amanda Kozlowski, SVP, Digital Marketing, Lionsgate
Karl Meyer, Media Head of Sales, West Coast Samsung Ads