Jake talks with Andrew Lazzaro, Campaign Architect for The Broadway League about “This is Broadway,” the ground-breaking campaign that brought theater lovers back to Broadway shows after being closed for eighteen months.  Broadway shut down due to COVID on March 12, 2020… a shutdown that lasted over a year.  With Broadway contributing over $14 billion to New York City’s economy in the year prior, this shutdown was a big problem – one that left over 90,000 people out of work. Broadway needed to make a comeback, but that wasn’t an easy proposition. In this episode, Andrew and Jake discuss how digital marketing and innovation helped make that happen. Andrew Lazzaro is a strategic marketer with extensive experience leveraging data to identify hidden consumer behaviors, design new business models, accelerate profitable growth, and strengthen operational performance. He led Broadway’s industry-wide campaign that helped the city of New York and Broadway get back on their feet. There are a million areas we could focus on this episode, but Jake zeroes in on FIVE:  Jake’s FIVE List:  The shutdown: The impact of COVID on Broadway and New York City’s economy The response: How the city and the theater industry staged a comeback The campaign: The details of the full “This is Broadway” campaign Reaching an elusive new economic ticket buyer: The innovative strategy to connect with a key audience The results: How matching a well-defined audience with a well-designed ad experience helped turn the tide  “When you start to look at how those users were engaging with it and how much they were sharing it and how they were clicking through and really consuming that content I think that was surprising to everybody.” Host Jake Moskowitz and guest Andrew Lazzaro take a deep dive into the “This is Broadway” campaign. Along the way, Andrew shares the compelling results of the unique AR component of the campaign, how his experience in the Casino / Resort industry contributed to the Broadway campaign’s success, and the mid-campaign audience discovery that drove a significant strategy shift that drove fans back into theaters. Some other stuff Andrew says during the conversation: “You know the traditional 30 second television spot on the local news isn’t going to do it but meeting them where they’re at in a way that they’re familiar with that brings a smile to their face. And, it’s not about complex augmented reality or deep expensive builds and experiences, it’s the brilliant insight that the team executed creatively – it was simple. It’s brief and it’s right on point for what you needed to get people engaged with going to see a show over the holidays.” “The first metric that we were really surprised by was the level of engagement. We saw, on average, 3.2 minutes of engagement counting for 750 hours of total usage of the AR experience over the three weeks we were in the market. I mean that’s just extraordinary when you think about our traditional digital assets that we’re regarding somewhere around 22 to 27 seconds of engagement.” “So, if you reach out to me and say ‘Hey Andrew, you want to go see a show? Check this one out, I’d love to go see it!’ I’m much more likely to say yes than to be doing discovery all by myself and so this idea of advocacy through our 22% share rate, that was extraordinary.” “This idea that you know this was a little less than 10 percent of our budget but drove over 30% of the engagement pointed to the fact that this type of medium for the customer that was really interested in what Broadway had to offer worked.” Additional episode resources:  The Broadway League Jake &amp; Andrew reference the innovative “This is Broadway” campaign experience Emodo’s blog post follow up: The Campaign The Brought Young Broadway Fans Back to the Theaters ICOM Presentation on “This is Broadway” Andrew’s LinkedIn Profile This campaign included collaboration with Emodo partners 8th Wall &amp; Aircards  The post S3 E10: The Campaign That Brought Theater-Goers Back to Broadway – With Andrew Lazzaro appeared first on Emodo.

Jake talks with Andrew Lazzaro, Campaign Architect for The Broadway League about “This is Broadway,” the ground-breaking campaign that brought theater lovers back to Broadway shows after being closed for eighteen months.  Broadway shut down due to COVID on March 12, 2020… a shutdown that lasted over a year.  With Broadway contributing over $14 billion to New York City’s economy in the year prior, this shutdown was a big problem – one that left over 90,000 people out of work. Broadway needed to make a comeback, but that wasn’t an easy proposition. In this episode, Andrew and Jake discuss how digital marketing and innovation helped make that happen. Andrew Lazzaro is a strategic marketer with extensive experience leveraging data to identify hidden consumer behaviors, design new business models, accelerate profitable growth, and strengthen operational performance. He led Broadway’s industry-wide campaign that helped the city of New York and Broadway get back on their feet. There are a million areas we could focus on this episode, but Jake zeroes in on FIVE: <h3> Jake’s FIVE List:</h3> <ul> <li>The shutdown: The impact of COVID on Broadway and New York City’s economy</li> <li>The response: How the city and the theater industry staged a comeback</li> <li>The campaign: The details of the full “This is Broadway” campaign</li> <li>Reaching an elusive new economic ticket buyer: The innovative strategy to connect with a key audience</li> <li>The results: How matching a well-defined audience with a well-designed ad experience helped turn the tide</li> </ul> <blockquote>“When you start to look at how those users were engaging with it and how much they were sharing it and how they were clicking through and really consuming that content I think that was surprising to everybody.”</blockquote> Host Jake Moskowitz and guest Andrew Lazzaro take a deep dive into the “This is Broadway” campaign. Along the way, Andrew shares the compelling results of the unique AR component of the campaign, how his experience in the Casino / Resort industry contributed to the Broadway campaign’s success, and the mid-campaign audience discovery that drove a significant strategy shift that drove fans back into theaters. <h4>Some other stuff Andrew says during the conversation:</h4> <blockquote>“You know the traditional 30 second television spot on the local news isn’t going to do it but meeting them where they’re at in a way that they’re familiar with that brings a smile to their face. And, it’s not about complex augmented reality or deep expensive builds and experiences, it’s the brilliant insight that the team executed creatively – it was simple. It’s brief and it’s right on point for what you needed to get people engaged with going to see a show over the holidays.” “The first metric that we were really surprised by was the level of engagement. We saw, on average, 3.2 minutes of engagement counting for 750 hours of total usage of the AR experience over the three weeks we were in the market. I mean that’s just extraordinary when you think about our traditional digital assets that we’re regarding somewhere around 22 to 27 seconds of engagement.” “So, if you reach out to me and say ‘Hey Andrew, you want to go see a show? Check this one out, I’d love to go see it!’ I’m much more likely to say yes than to be doing discovery all by myself and so this idea of advocacy through our 22% share rate, that was extraordinary.” “This idea that you know this was a little less than 10 percent of our budget but drove over 30% of the engagement pointed to the fact that this type of medium for the customer that was really interested in what Broadway had to offer worked.”</blockquote> <h4>Additional episode resources:</h4> <ul> <li><a href="https://www.broadwayleague.com/home/" rel="nofollow" target="_blank">The Broadway League</a></li> <li>Jake &amp; Andrew reference the innovative <a href="https://www.8thwall.com/aircards/broadway" rel="nofollow" target="_blank">“This is Broadway” campaign</a> experience</li> <li>Emodo’s blog post follow up: <a href="https://www.emodoinc.com/blog/the-ar-ad-experience-that-brought-young-broadway-fans-back-to-the-theaters/" rel="nofollow" target="_blank">The Campaign The Brought Young Broadway Fans Back to the Theaters</a></li> <li><a href="https://vimeo.com/729019098" rel="nofollow" target="_blank">ICOM Presentation</a> on “This is Broadway”</li> <li>Andrew’s <a href="https://www.linkedin.com/in/andrewslazzaro/" rel="nofollow" target="_blank">LinkedIn Profile</a></li> <li>This campaign included collaboration with Emodo partners <a href="https://www.8thwall.com/" rel="nofollow" target="_blank">8th Wall</a> &amp; <a href="https://www.aircards.co/" rel="nofollow" target="_blank">Aircards</a></li> </ul> The post <a href="https://www.emodoinc.com/the-five-podcast/season-3-innovation/s3-e10-this-is-broadway-with-andrew-lazzaro/" rel="nofollow" target="_blank">S3 E10: The Campaign That Brought Theater-Goers Back to Broadway – With Andrew Lazzaro</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

S3 E10: The Campaign That Brought Theater-Goers Back to Broadway – With Andrew Lazzaro

This week’s episode looks a little different than usual. It’s a roundtable discussion about the metaverse from a recent thought-leadership event hosted by our friends at Zenith Media. The panel conversation is an insightful dive into the metaverse and how it will change the nature of brand-consumer engagement for marketers. The metaverse is considered by most to be a significant evolution of today’s internet. For marketers, the metaverse presents an opportunity to reimagine consumer engagement. There are already some clear signals to brands, agencies and media that it’s probably time to rethink internal capabilities and consider new directions for innovation. This conversation is moderated by Keith Soljacich, Head of Innovation at Publicis Media and features two panelists: Sam Huber, CEO of metaverse marketing platform Admix, and Jeremy Lockhorn, VP and Head of Global Innovation at Ericsson Emodo. There were a lot of compelling points that came up in the discussion. Jake’s quick take focuses on FIVE. Jake’s FIVE List:  Understanding how young generations are using immersive gaming environments today can give a better understanding of what the metaverse is and what it will be. You can reap the benefits of both the Web 2 of today and the Web 3 that’s emerging. The depth of user engagement with immersive, experiential content flattens the classic marketing funnel, meaning a shorter walk to brand engagement, favorability, purchase and loyalty. With so many signals to personalize branded experiences, we no longer need device IDs and cookies to track users. The metaverse is not an idea for the future, it’s a transition we’re experiencing now.  “What you’re going to want to do is to build your own community of consumers of your audience. You want to know who they are and then you want to reactivate them in many different experiences across the next three to five years.” Panel moderator Keith Soljacich asks questions to demystify what the metaverse truly is, who the audience is – who is spending time and money in metaverse environments, and how marketers can effectively leverage the metaverse. Some other stuff our panelists say during the conversation: “What’s exciting about that is that if you look at your marketing funnel, you can really tap into all the elements of it from pure awareness where you could have, you know, a branded car or a branded stadium – or like we do at Admix is literally putting brands within the environment in a very native way.” - Sam Huber “We’re going to see a flattening of the purchase funnel to the point where in three-to-five years, that just may not be relevant or exist anymore.” - Keith Soljacich “Advertising is changing its shape and form. It feels like it’s moving from interruption to integration and immersion.” - Jeremy Lockhorn “The metaverse doesn’t so much represent technology, but it represents a moment in time right now. And it’s a moment in time with the confluence of the evolution of consumer technology, virtual reality, and augmented reality that are now going to start to grow, proliferate, and scale for our consumer audience out there.” – Keith Soljacich Additional episode resources:  Zenith Media Jeremy Lockhorn references the innovative “Show Globe” Broadway campaign: This is Broadway Connect with our panelists on LinkedIn: Jeremy Lockhorn Sam Huber Keith Soljacich  The post S3 E9: The Metaverse: A New Frontier for Commerce @ Zenith Basecamp appeared first on Emodo.

This week’s episode looks a little different than usual. It’s a roundtable discussion about the metaverse from a recent thought-leadership event hosted by our friends at Zenith Media. The panel conversation is an insightful dive into the metaverse and how it will change the nature of brand-consumer engagement for marketers. The metaverse is considered by most to be a significant evolution of today’s internet. For marketers, the metaverse presents an opportunity to reimagine consumer engagement. There are already some clear signals to brands, agencies and media that it’s probably time to rethink internal capabilities and consider new directions for innovation. This conversation is moderated by Keith Soljacich, Head of Innovation at Publicis Media and features two panelists: Sam Huber, CEO of metaverse marketing platform Admix, and Jeremy Lockhorn, VP and Head of Global Innovation at Ericsson Emodo. There were a lot of compelling points that came up in the discussion. Jake’s quick take focuses on FIVE. <h3>Jake’s FIVE List:</h3> <ul> <li>Understanding how young generations are using immersive gaming environments today can give a better understanding of what the metaverse is and what it will be.</li> <li>You can reap the benefits of both the Web 2 of today and the Web 3 that’s emerging.</li> <li>The depth of user engagement with immersive, experiential content flattens the classic marketing funnel, meaning a shorter walk to brand engagement, favorability, purchase and loyalty.</li> <li>With so many signals to personalize branded experiences, we no longer need device IDs and cookies to track users.</li> <li>The metaverse is not an idea for the future, it’s a transition we’re experiencing now.</li> </ul> <blockquote>“What you’re going to want to do is to build your own community of consumers of your audience. You want to know who they are and then you want to reactivate them in many different experiences across the next three to five years.”</blockquote> Panel moderator Keith Soljacich asks questions to demystify what the metaverse truly is, who the audience is – who is spending time and money in metaverse environments, and how marketers can effectively leverage the metaverse. <h4>Some other stuff our panelists say during the conversation:</h4> <blockquote>“What’s exciting about that is that if you look at your marketing funnel, you can really tap into all the elements of it from pure awareness where you could have, you know, a branded car or a branded stadium – or like we do at Admix is literally putting brands within the environment in a very native way.” - Sam Huber “We’re going to see a flattening of the purchase funnel to the point where in three-to-five years, that just may not be relevant or exist anymore.” - Keith Soljacich “Advertising is changing its shape and form. It feels like it’s moving from interruption to integration and immersion.” - Jeremy Lockhorn “The metaverse doesn’t so much represent technology, but it represents a moment in time right now. And it’s a moment in time with the confluence of the evolution of consumer technology, virtual reality, and augmented reality that are now going to start to grow, proliferate, and scale for our consumer audience out there.” – Keith Soljacich</blockquote> <h4>Additional episode resources:</h4> <ul> <li><a href="https://www.zenithmedia.com/" rel="nofollow" target="_blank">Zenith Media</a></li> <li>Jeremy Lockhorn references the innovative “Show Globe” Broadway campaign: <a href="https://www.emodoinc.com/blog/the-ar-ad-experience-that-brought-young-broadway-fans-back-to-the-theaters/" rel="nofollow" target="_blank">This is Broadway</a></li> <li>Connect with our panelists on LinkedIn: <a href="https://www.linkedin.com/in/jeremylockhorn?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BMat0X394SneEYqLFS1yuyw%3D%3D" rel="nofollow" target="_blank">Jeremy Lockhorn</a> <a href="https://www.linkedin.com/in/samhuber?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BwPMG7seuTISs9v3vzOfAxQ%3D%3D" rel="nofollow" target="_blank">Sam Huber</a> <a href="https://www.linkedin.com/in/keithsoljacich?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BUPfoXSAvSNWDzFiH1KBvTg%3D%3D" rel="nofollow" target="_blank">Keith Soljacich</a></li> </ul> The post <a href="https://www.emodoinc.com/the-five-podcast/season-3-innovation/s3-e9-the-metaverse-a-new-frontier-for-commerce-zenith-basecamp/" rel="nofollow" target="_blank">S3 E9: The Metaverse: A New Frontier for Commerce @ Zenith Basecamp</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

S3 E9: The Metaverse: A New Frontier for Commerce @ Zenith Basecamp

Shelly Palmer

Shelly Palmer, co-founder of Metacademy and professor of Advanced Media in Residence at the Newhouse School of Communications, joins the pod to talk with Jake about the potential impacts of Blockchain, NFTs and Smart Contracts in the field of Marketing. Generally, consumers may not like advertising, but they tend to like brands who care about the things they care about. Those experiences that engage, enrich and provide value, for sure. But also things like trust, privacy and community. What if consumers valued ad experiences like they do the content? Sought out certain brand experiences like they seek out certain content? That value exchange would look different. But that’s okay. This whole arrangement is implied anyway, it’s not like the terms are set in stone. The marketing vision of Blockchain (and its sibling technologies) is to establish deeper relationships between brands and consumers by enabling a different kind of value exchange – A value exchange that can make ad experiences and brand touchpoints incrementally more rewarding for the customer and help brands build deeper customer relationships that are based on trust and transparency. Shelly Palmer is one of the industry’s most influential thought leaders. And Shelly wears a lot of hats… business advisor, speaker, commentator, author of numerous books – his most recent book is all about blockchain, NFTs and smart contracts. So, I’ve asked Shelly to talk with me about blockchain and marketing innovation. Jake’s FIVE List:  What is blockchain? How do blockchain, NFTs and smart contracts work… and work together? What are the tactical applications and benefits in marketing? When will we see practical, scalable, general adoption? For innovative marketers and early adopters, How do we get started early?  “This is a completely new technology that allows us to exchange value differently. Allows us to keep score differently.” Host Jake Moskowitz and guest Shelly Palmer discuss Blockchain and its sibling technologies in a marketing context. Along the way, Shelly makes some fascinating observations and shares some compelling thoughts about a marketing future in which brands can build direct relationships with customers by applying these “Web3” technologies. Some other interesting things Shelly says about Blockchain during the conversation: “All of a sudden I know that someone’s visited a website, I know that someone has visited a physical place, I know someone has bought a digital collectible, I know someone has attended an event. I know, meaning my database knows, my good old fashioned web 2 database with APIs and endpoints knows what’s happened on the blockchain.” “There is no clearinghouse required, I simply need to write my smart contracts in a smart way. That’s the whole point. There is no Facebook, there is no ad agency. There is no middleman, there is no central authority required; you are the central authority for your community as a marketer.” “This is not a one size fits all technology platform. I would argue that half the brands that are on Twitter shouldn’t have a Twitter account except for their customer service desk. Very few brands do websites well. Many brands should not be touching social media. I don’t think blockchain marketing is going to be for everybody. For the people it is for, it will be a hybrid additional tool, not a replacement tool. It’s not an awareness tool. It is a retention tool. It is a community building tool.” “So we’ve got different ways of accounting, different ways of value exchange, and different ways to store value. Which actually, oddly, is the definition of a currency. We have a lot of currencies in the internet, right? We have attention, we have intention, right?” “So, what’s going to happen when we democratize finance and value exchange the same way we democratized information? Call it 1980 with the Apple 2 Plus and 2000 with the world wide web? Here we are on the cusp of democratizing value exchange and finance. Your guess is as good as mine, but it’s really fun to be in it.” Additional episode resources:  Shelly’s new venture Shelly’s latest book: Blockchain – Cryptocurrency, NFTs &amp; Smart Contracts: An executive guide to the world of decentralized finance Nike RTFKT Macy’s Thanksgiving Day NFTs  The post S3 E8: How Blockchain Puts the Brand at the Center – With Shelly Palmer appeared first on Emodo.

Shelly Palmer, co-founder of Metacademy and professor of Advanced Media in Residence at the Newhouse School of Communications, joins the pod to talk with Jake about the potential impacts of Blockchain, NFTs and Smart Contracts in the field of Marketing. Generally, consumers may not like advertising, but they tend to like brands who care about the things they care about. Those experiences that engage, enrich and provide value, for sure. But also things like trust, privacy and community. What if consumers valued ad experiences like they do the content? Sought out certain brand experiences like they seek out certain content? That value exchange would look different. But that’s okay. This whole arrangement is implied anyway, it’s not like the terms are set in stone. The marketing vision of Blockchain (and its sibling technologies) is to establish deeper relationships between brands and consumers by enabling a different kind of value exchange – A value exchange that can make ad experiences and brand touchpoints incrementally more rewarding for the customer and help brands build deeper customer relationships that are based on trust and transparency. Shelly Palmer is one of the industry’s most influential thought leaders. And Shelly wears a lot of hats… business advisor, speaker, commentator, author of numerous books – his most recent book is all about blockchain, NFTs and smart contracts. So, I’ve asked Shelly to talk with me about blockchain and marketing innovation. <h2>Jake’s FIVE List:</h2> <ul> <li>What is blockchain?</li> <li>How do blockchain, NFTs and smart contracts work… and work together?</li> <li>What are the tactical applications and benefits in marketing?</li> <li>When will we see practical, scalable, general adoption?</li> <li>For innovative marketers and early adopters, How do we get started early?</li> </ul> <blockquote>“This is a completely new technology that allows us to exchange value differently. Allows us to keep score differently.”</blockquote> Host Jake Moskowitz and guest Shelly Palmer discuss Blockchain and its sibling technologies in a marketing context. Along the way, Shelly makes some fascinating observations and shares some compelling thoughts about a marketing future in which brands can build direct relationships with customers by applying these “Web3” technologies. <h3>Some other interesting things Shelly says about Blockchain during the conversation:</h3> <blockquote>“All of a sudden I know that someone’s visited a website, I know that someone has visited a physical place, I know someone has bought a digital collectible, I know someone has attended an event. I know, meaning my database knows, my good old fashioned web 2 database with APIs and endpoints knows what’s happened on the blockchain.” “There is no clearinghouse required, I simply need to write my smart contracts in a smart way. That’s the whole point. There is no Facebook, there is no ad agency. There is no middleman, there is no central authority required; you are the central authority for your community as a marketer.” “This is not a one size fits all technology platform. I would argue that half the brands that are on Twitter shouldn’t have a Twitter account except for their customer service desk. Very few brands do websites well. Many brands should not be touching social media. I don’t think blockchain marketing is going to be for everybody. For the people it is for, it will be a hybrid additional tool, not a replacement tool. It’s not an awareness tool. It is a retention tool. It is a community building tool.” “So we’ve got different ways of accounting, different ways of value exchange, and different ways to store value. Which actually, oddly, is the definition of a currency. We have a lot of currencies in the internet, right? We have attention, we have intention, right?” “So, what’s going to happen when we democratize finance and value exchange the same way we democratized information? Call it 1980 with the Apple 2 Plus and 2000 with the world wide web? Here we are on the cusp of democratizing value exchange and finance. Your guess is as good as mine, but it’s really fun to be in it.”</blockquote> <h3>Additional episode resources:</h3> <ul> <li><a href="https://metacademy.com/" rel="noopener nofollow" target="_blank">Shelly’s new venture</a></li> <li><a href="https://www.shellypalmer.com/blockchain-book-assets/" rel="noopener nofollow" target="_blank">Shelly’s latest book</a>: Blockchain – Cryptocurrency, NFTs &amp; Smart Contracts: An executive guide to the world of decentralized finance</li> <li><a href="https://www.cbsnews.com/news/nike-cryptokicks-nft-blockchain-metaverse-rtfkt/" rel="noopener nofollow" target="_blank">Nike RTFKT</a></li> <li><a href="https://www.macys.com/social/macys-parade-nft/?cache=1656361031905" rel="noopener nofollow" target="_blank">Macy’s Thanksgiving Day NFTs</a></li> </ul> The post <a href="https://www.emodoinc.com/the-five-podcast/season-3-innovation/s3-e8-how-blockchain-puts-the-brand-at-the-center-with-shelly-palmer/" rel="nofollow" target="_blank">S3 E8: How Blockchain Puts the Brand at the Center – With Shelly Palmer</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

S3 E8: How Blockchain Puts the Brand at the Center – With Shelly Palmer

Jeremy Lockhorn

Jake talks with Jeremy Lockhorn, VP, Head of Global Innovation at Ericsson Emodo about privacy and the loss of device IDs in advertising – how it’s affecting brands, agencies, and the companies that provide audiences, inventory and the infrastructure that makes our ad ecosystem work. Jake shares the results of Emodo’s recent “Voice of the Marketer” study on identity. The research is revealing and whether you’re at an agency, brand, publisher or vendor, we think the results can be quite useful. Download the Voice of the Marketer studyThis episode was released around the one-year anniversary of Apple’s iOS 14.6. The version of the mobile operating system that forced a change in their device tracking policy – from opt-out to opt-in. Every Apple mobile device, once upgraded to 14.6, was suddenly, by default, untrack-able for the purposes of advertising. This was a big move in a positive direction, toward consumer privacy. However, it prompted widespread concern across the advertising industry. In this episode we look at the marketers’ perspective – how they view the problem of identity, the issue of privacy and their thoughts on the future of targeting. The conversation also covers the range of solutions marketers are moving toward, and their unexpected perspectives on sweeping industry change. Show host, Jake Moskowitz, is also the Head of the Emodo Institute. Since most of the discussion is focused on the Institute’s “Voice of the Marketer” study, this time around, we’re flipping the script. Jeremy Lockhorn takes over the interview and puts Jake in the hot seat to answer a number of important questions about the study. Jake shares his insights and perspectives on the research. The research reveals a lot of useful information. The discussion could go down a lot of different paths. Jeremy focuses on FIVE: Jeremy’s FIVE List:  How the research was conducted How are marketers experiencing the loss of device IDs and how is it impacting their work What marketers are doing to address the issue of ID loss What marketers see as the most viable solutions coming to market.Specific recommendations for marketers based on the research findings.   “Over 60% of all marketers are personally experiencing tactical impacts from ID changes, either from loss of scale or loss of effectiveness or both.”  Jeremy Lockhorn and Jake Moskowitz go deep on the impact of ID changes… Along the way, Jake points out several compelling findings… Some of the insights and perspectives Jake shares during the conversation:  “70% of marketers that are experiencing scale issues as a result of ID changes reported that they’re reallocating budgets to other channels and tactics” “A larger trend is people thinking about measurement differently and potentially focusing on new KPIs that are privacy friendly” “One of the things that came out of this research is that, as a whole, marketers don’t really trust walled gardens to solve this problem” “88% of all marketers that are concerned about privacy changes are also actively interested in testing an AI-based approach”  Additional episode resources: Download the full Voice of the Marketer report referenced in this episode: https://land.emodoinc.com/voice-of-the-marketer/ Learn more about Emodo and the Emodo Institute The post S3 E7: The Disappearance of Device IDs: How Marketers See it – With Jeremy Lockhorn appeared first on Emodo.

Jake talks with Jeremy Lockhorn, VP, Head of Global Innovation at Ericsson Emodo about privacy and the loss of device IDs in advertising – how it’s affecting brands, agencies, and the companies that provide audiences, inventory and the infrastructure that makes our ad ecosystem work. Jake shares the results of Emodo’s recent “Voice of the Marketer” study on identity. The research is revealing and whether you’re at an agency, brand, publisher or vendor, we think the results can be quite useful. <a href="https://land.emodoinc.com/voice-of-the-marketer/" rel="nofollow" target="_blank">Download the Voice of the Marketer study</a>This episode was released around the one-year anniversary of Apple’s iOS 14.6. The version of the mobile operating system that forced a change in their device tracking policy – from opt-out to opt-in. Every Apple mobile device, once upgraded to 14.6, was suddenly, by default, untrack-able for the purposes of advertising. This was a big move in a positive direction, toward consumer privacy. However, it prompted widespread concern across the advertising industry. In this episode we look at the marketers’ perspective – how they view the problem of identity, the issue of privacy and their thoughts on the future of targeting. The conversation also covers the range of solutions marketers are moving toward, and their unexpected perspectives on sweeping industry change. Show host, Jake Moskowitz, is also the Head of the Emodo Institute. Since most of the discussion is focused on the Institute’s “Voice of the Marketer” study, this time around, we’re flipping the script. Jeremy Lockhorn takes over the interview and puts Jake in the hot seat to answer a number of important questions about the study. Jake shares his insights and perspectives on the research. The research reveals a lot of useful information. The discussion could go down a lot of different paths. Jeremy focuses on FIVE: <h3>Jeremy’s FIVE List:</h3> <ul> <li>How the research was conducted</li> <li>How are marketers experiencing the loss of device IDs and how is it impacting their work</li> <li>What marketers are doing to address the issue of ID loss</li> <li>What marketers see as the most viable solutions coming to market.Specific recommendations for marketers based on the research findings.</li> </ul> <blockquote> “Over 60% of all marketers are personally experiencing tactical impacts from ID changes, either from loss of scale or loss of effectiveness or both.” </blockquote> Jeremy Lockhorn and Jake Moskowitz go deep on the impact of ID changes… Along the way, Jake points out several compelling findings… Some of the insights and perspectives Jake shares during the conversation: <blockquote> “70% of marketers that are experiencing scale issues as a result of ID changes reported that they’re reallocating budgets to other channels and tactics” “A larger trend is people thinking about measurement differently and potentially focusing on new KPIs that are privacy friendly” “One of the things that came out of this research is that, as a whole, marketers don’t really trust walled gardens to solve this problem” “88% of all marketers that are concerned about privacy changes are also actively interested in testing an AI-based approach” </blockquote> Additional episode resources: Download the full Voice of the Marketer report referenced in this episode: <a href="https://land.emodoinc.com/voice-of-the-marketer/" rel="nofollow" target="_blank">https://land.emodoinc.com/voice-of-the-marketer/</a> Learn more about Emodo and the <a href="https://www.emodoinc.com/emodo-institute/" rel="nofollow" target="_blank">Emodo Institute</a> The post <a href="https://www.emodoinc.com/the-five-podcast/season-3-innovation/the-disappearance-of-device-ids-how-marketers-see-it-with-jeremy-lockhorn/" rel="nofollow" target="_blank">S3 E7: The Disappearance of Device IDs: How Marketers See it – With Jeremy Lockhorn</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

S3 E7: The Disappearance of Device IDs: How Marketers See it – With Jeremy Lockhorn

Jake talks with Jessica Hogue, General Manager of Measurement and Industries at Innovid about CTV advertising. What it is today. Where it’s going. Where it can go. And, how advertising innovation can help CTV advertisers model, measure and achieve success in new, compelling ways. Pre-pandemic, CTV advertising was on the rise, but it really came into its own in the last two years. Everyone was stuck at home looking for ways to fill the time and advertisers needed new ways to connect with isolating consumers. CTV filled the bill and really took the spotlight. CTV advertising grew by 60% just last year. Thanks to COVID, lots of marketers suddenly had a new mantra… Must CTV. On the surface, ad-supported services look remarkably similar to old-school linear TV. The commercials, the ad pods, the static viewing experience. It’s pretty much the same. Is that what we were after? Is that what CTV is meant to be? What if new, compelling viewing experiences could bring a different kind of excitement to ad supported streaming services? What if that innovation came in the form of advertising? Jake’s guest, Jessica Hogue, is an expert in ad measurement and CTV. As GM of Measurement and Industries at Innovid, Jessica spends a lot of her time thinking about how measurement and innovative ad channels, like CTV, can work better for marketers. She is primarily focused on specific verticals, including automotive, consumer packaged goods and financial services. There is a lot of fascinating ground to cover. But Jake does his best to stay focused on a shortlist of topics. How many items make up a shortlist? Apparently, FIVE… Jake’s FIVE List:  CTV vs linear Television. Is CTV simply fulfilling the big ideas that TV thought leaders envisioned back in the day? Or is it shaping up to be something entirely different? Perceptions about CTV advertising price and scale: the true and the false Recent innovation in CTV and CTV advertising, including evolved dynamic ad creative The role of CTV in the consumer journey: Where it fits and how it fits Ad metrics, in CTV, but also in advertising in general, especially as the ad industry is wrestling with the loss of device identifiers  “The industry is sitting on a very big opportunity to delight consumers, as opposed to asking them just to tolerate ads in a different environment.” Host Jake Moskowitz and guest Jessica Hogue talk CTV advertising. Along the way, Jessica shares some compelling examples and case studies, and reveals some fascinating perspectives on ad metrics and CTV experiences. Additionally, Jessica muses about her days at Nielsen, how her work has changed over the years and her personal TV viewing behaviors. Some other stuff Jessica says during the conversation: “A couple of years ago, pre-pandemic, CTV was still growing pretty massively, but I think we’ve reached a maturity level.”  “Marketers aren’t necessarily thinking about streaming as being this add-on thing. They’re starting to think about it more when they start to build the campaign brief, start to think about building the media plan.” “The ability to capture your audience on the biggest screen in the home is still really important. A lot of the content is considered to be 100% viewable, non-skippable, those types of things so it lends itself really well to advertiser needs at the end of the day.” “Our enumeration of the universe says that there are roughly 95,000,000 households in the us that are capable of receiving ad supported connected TV.” “You’ve probably spoken to someone who’s watched Hulu or watched some streaming platform and seen the same ad in the same stream. So it has kind of taken on this perception that that is the norm – that there’s way too much frequency and not enough scale. Actually, when we dug way into our research, the bottom line, we see way more scale that could have been achieved. I think there’s this over-correction towards mitigating frequency – kind of using the wrong dials as a measure.” “It’s absolutely missing the point if you carry over the same type of opening ad pod, however many minutes – 9, twelve, thirteen minutes of content – then we have an interstitial. And if that’s the innovation, we’ve missed the mark – missed the opportunity and the insight around what could be possible in these [CTV] environments.” “If it’s the consumer journey and the marketer is thinking about trying to reach lots of consumers, we are seeing more and more that they’re starting with streaming first as opposed to having connected TV become an incremental add-on to their television buy.” Additional episode resources: Guest: Jessica Hogue, GM of Measurement and Industries The ad serving company she works for: Innovid Learn more about Emodo and the Emodo Institute The post S3 E6: CTV and the Consumer Journey – With Jessica Hogue appeared first on Emodo.

<h3>Jake talks with Jessica Hogue, General Manager of Measurement and Industries at Innovid about CTV advertising. What it is today. Where it’s going. Where it can go. And, how advertising innovation can help CTV advertisers model, measure and achieve success in new, compelling ways.</h3> Pre-pandemic, CTV advertising was on the rise, but it really came into its own in the last two years. Everyone was stuck at home looking for ways to fill the time and advertisers needed new ways to connect with isolating consumers. CTV filled the bill and really took the spotlight. CTV advertising grew by 60% just last year. Thanks to COVID, lots of marketers suddenly had a new mantra… Must CTV. On the surface, ad-supported services look remarkably similar to old-school linear TV. The commercials, the ad pods, the static viewing experience. It’s pretty much the same. Is that what we were after? Is that what CTV is meant to be? What if new, compelling viewing experiences could bring a different kind of excitement to ad supported streaming services? What if that innovation came in the form of advertising? Jake’s guest, Jessica Hogue, is an expert in ad measurement and CTV. As GM of Measurement and Industries at Innovid, Jessica spends a lot of her time thinking about how measurement and innovative ad channels, like CTV, can work better for marketers. She is primarily focused on specific verticals, including automotive, consumer packaged goods and financial services. There is a lot of fascinating ground to cover. But Jake does his best to stay focused on a shortlist of topics. How many items make up a shortlist? Apparently, FIVE… <h4>Jake’s FIVE List:</h4> <ul> <li>CTV vs linear Television. Is CTV simply fulfilling the big ideas that TV thought leaders envisioned back in the day? Or is it shaping up to be something entirely different?</li> <li>Perceptions about CTV advertising price and scale: the true and the false</li> <li>Recent innovation in CTV and CTV advertising, including evolved dynamic ad creative</li> <li>The role of CTV in the consumer journey: Where it fits and how it fits</li> <li>Ad metrics, in CTV, but also in advertising in general, especially as the ad industry is wrestling with the loss of device identifiers</li> </ul> <blockquote>“The industry is sitting on a very big opportunity to delight consumers, as opposed to asking them just to tolerate ads in a different environment.”</blockquote> Host Jake Moskowitz and guest Jessica Hogue talk CTV advertising. Along the way, Jessica shares some compelling examples and case studies, and reveals some fascinating perspectives on ad metrics and CTV experiences. Additionally, Jessica muses about her days at Nielsen, how her work has changed over the years and her personal TV viewing behaviors. <h3>Some other stuff Jessica says during the conversation:</h3> “A couple of years ago, pre-pandemic, CTV was still growing pretty massively, but I think we’ve reached a maturity level.”  “Marketers aren’t necessarily thinking about streaming as being this add-on thing. They’re starting to think about it more when they start to build the campaign brief, start to think about building the media plan.” “The ability to capture your audience on the biggest screen in the home is still really important. A lot of the content is considered to be 100% viewable, non-skippable, those types of things so it lends itself really well to advertiser needs at the end of the day.” “Our enumeration of the universe says that there are roughly 95,000,000 households in the us that are capable of receiving ad supported connected TV.” “You’ve probably spoken to someone who’s watched Hulu or watched some streaming platform and seen the same ad in the same stream. So it has kind of taken on this perception that that is the norm – that there’s way too much frequency and not enough scale. Actually, when we dug way into our research, the bottom line, we see way more scale that could have been achieved. I think there’s this over-correction towards mitigating frequency – kind of using the wrong dials as a measure.” “It’s absolutely missing the point if you carry over the same type of opening ad pod, however many minutes – 9, twelve, thirteen minutes of content – then we have an interstitial. And if that’s the innovation, we’ve missed the mark – missed the opportunity and the insight around what could be possible in these [CTV] environments.” “If it’s the consumer journey and the marketer is thinking about trying to reach lots of consumers, we are seeing more and more that they’re starting with streaming first as opposed to having connected TV become an incremental add-on to their television buy.” <h4>Additional episode resources:</h4> Guest: <a href="https://www.linkedin.com/in/jessicahogue1/" rel="nofollow" target="_blank">Jessica Hogue</a>, GM of Measurement and Industries The ad serving company she works for: <a href="https://www.innovid.com/" rel="nofollow" target="_blank">Innovid</a> Learn more about <a href="https://www.emodoinc.com/emodo-institute/" rel="nofollow" target="_blank">Emodo and the Emodo Institute</a> The post <a href="https://www.emodoinc.com/the-five-podcast/season-3-innovation/s3-e6-ctv-and-the-consumer-journey-with-jessica-hogue/" rel="nofollow" target="_blank">S3 E6: CTV and the Consumer Journey – With Jessica Hogue</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

S3 E6: CTV and the Consumer Journey – With Jessica Hogue

Jake talks with Richie Taaffe, Business Marketing Manager at Three Ireland and Adrian Begley, Chair of the Arranmore Island Council. Ireland’s mobile service provider, Three, launched a marketing campaign called “The Connected Island” a couple of years ago. While the campaign was terrifically successful from a KPI standpoint, its impact on people is even greater. It’s a campaign that’s made waves across an entire island and its impact continues to ripple and move people all over the world today.  The story of Three and “The Connected Island” brings together a range of themes from this season and previous seasons of FIVE: It brings to light the remarkable power of human connection and truly transformative brand experiences. It highlights the virtues and impact of 5G technology. And, of course, it’s a story about human ingenuity and marketing innovation. As you’ll hear, it’s also a story about going home. In this episode, Jake talks with Richie Taaffe, Business Marketing Manager at Three Ireland. Richie was a long-time ad agency guy when he got involved in the ideation of “The Connected Island” campaign for client Three Ireland. The journey of the campaign was also a bit of a career journey for Richie. Jake also talks with Adrian Begley, Chair of the Arranmore Island Council. Adrian openly shares his perspectives and experiences (and those of other islanders) related to the impact of the Three campaign on the island of Arranmore. Although this story has many fascinating layers. Jake focuses on five: Jake’s FIVE List:  The objectives of the advertiser who ran the campaign. It wasn’t the island of Arranmore. It was Three Ireland. The ideation and the execution of “The Connected Island” campaign The specific campaign outcomes, in terms of campaign metrics The unexpected impact of the campaign beyond the KPIs What was happening on Arranmore Island before the campaign and how the island and its residents have changed as a result of the campaign.  “There was also a sea of sameness in the marketplace. We needed to do something completely different and essentially demonstrate why we were the best in the market.”  – Richie Taaffe, Three Ireland Host Jake Moskowitz and guests Richie Taaffe and Adrian Begley go deep on the impact of “The Connected Island” campaign. Along the way, Richie and Adrian muse about the crafting of the story, the film crews that visited Arranmore, the disparity of technology and opportunity between the island and mainland Ireland, the flood of Arranmore interest and support from around the world and the simple pleasure of watching online videos. Additionally, Richie recalls the business challenge he set out to address, the importance of teamwork and collaboration and the astounding impact of the campaign on Three Ireland’s business. Some other stuff Richie and Adrian say during the conversation: “The message is really if we can transform an entire island, imagine what we can do for your business.” – Richie Taaffe, Three Ireland “We have a pretty vibrant community here on the island… Definitely, our strength on Arranmore is our people. And, that’s the one thing we’ve been trying to preserve here over the years. Population decline is as an issue and there are reasons.” – Adrian Begley, Chair of the Arranmore Island Council “We looked at their data from the census. And, if the emigration rates kept going the way they were, the island would be depopulated by 2042. So, it’s not that far away. And the reason people were having to emigrate was basically because of the lack of connectivity. People wanted to stay on the island but there was little or no job opportunities.” – Richie Taaffe, Three Ireland “On one side of the country you have essentially got a place that’s regarded as a tech capital of Europe. On the other side of the country is somewhere that doesn’t have proper broadband. So, we felt it was a real unfairness in that essentially it was geographic inequality. We felt actually this could be a brilliant way for us to help these people but also to demonstrate a transformative power of connection that Three can offer.” – Richie Taaffe, Three Ireland “In my career, the things that are usually worth doing are the hardest. The things that have the biggest impact are usually the hardest but the reward is worth every bit of effort that you put in.”  – Richie Taaffe, Three Ireland “This campaign was essentially about giving the people of Arranmore a better life through connectivity and making them more sustainable. But it’s also about the power of people. This project would never have happened without some the dedication and the passion of so many people.” – Richie Taaffe, Three Ireland “Usually in an organization that has a large kind of consumer division and a business offering. Business will get the halo from the consumer advertising whereas. Actually this was the other way around.”  – Richie Taaffe, Three Ireland “It’s Three’s best performing campaign ever. So, in terms of our brand health, which is a key metric for both consumer and business, we achieved the highest-ever score. And, new business leads grew by 18 %, sales for IoT grew by 17 % and 23% for connected products and solutions and overall Three business grew by 152% year-on-year after the first year.” – Richie Taaffe, Three Ireland “Rather than b-to-b or b-to-c we wanted to talk to the person and not the company. I think that’s really critical to kind of treat business-people like real people and I think too often in b-to-b, the second you say b-to-b, it brings you to a certain mindset and a certain type of marketing. The campaign that we created shows that that kind of human-to-human approach can be really effective.” – Richie Taaffe, Three Ireland “Almost every call they would tell us what an impact this is going to have and is having on their lives, and thanking us – which is really unusual in our industry to be having calls like that. So we really felt blessed to be part of something like this. It definitely didn’t feel like work.” – Richie Taaffe, Three Ireland “Looking at brand and tactical or direct response in isolation is not the way to go in my opinion. I think there’s overlap between everything we do.” – Richie Taaffe, Three Ireland Additional episode resources: Learn more about Emodo and the Emodo Institute Learn more about Three Ireland “The Connected Island” campaign video is referenced in the episode Boys and Girls Ireland is the ad agency where it all began The post S3 E5: The Campaign That Transformed an Island – With Richie Taaffe and Adrian Begley appeared first on Emodo.

<h3>Jake talks with Richie Taaffe, Business Marketing Manager at Three Ireland and Adrian Begley, Chair of the Arranmore Island Council.</h3> Ireland’s mobile service provider, Three, launched a marketing campaign called “The Connected Island” a couple of years ago. While the campaign was terrifically successful from a KPI standpoint, its impact on people is even greater. It’s a campaign that’s made waves across an entire island and its impact continues to ripple and move people all over the world today.  The story of Three and “The Connected Island” brings together a range of themes from this season and previous seasons of FIVE: It brings to light the remarkable power of human connection and truly transformative brand experiences. It highlights the virtues and impact of 5G technology. And, of course, it’s a story about human ingenuity and marketing innovation. As you’ll hear, it’s also a story about going home. In this episode, Jake talks with Richie Taaffe, Business Marketing Manager at Three Ireland. Richie was a long-time ad agency guy when he got involved in the ideation of “The Connected Island” campaign for client Three Ireland. The journey of the campaign was also a bit of a career journey for Richie. Jake also talks with Adrian Begley, Chair of the Arranmore Island Council. Adrian openly shares his perspectives and experiences (and those of other islanders) related to the impact of the Three campaign on the island of Arranmore. Although this story has many fascinating layers. Jake focuses on five: <h4>Jake’s FIVE List:</h4> <ul> <li>The objectives of the advertiser who ran the campaign. It wasn’t the island of Arranmore. It was Three Ireland.</li> <li>The ideation and the execution of “The Connected Island” campaign</li> <li>The specific campaign outcomes, in terms of campaign metrics</li> <li>The unexpected impact of the campaign beyond the KPIs</li> <li>What was happening on Arranmore Island before the campaign and how the island and its residents have changed as a result of the campaign.</li> </ul> <blockquote>“There was also a sea of sameness in the marketplace. We needed to do something completely different and essentially demonstrate why we were the best in the market.”  – Richie Taaffe, Three Ireland</blockquote> Host Jake Moskowitz and guests Richie Taaffe and Adrian Begley go deep on the impact of “The Connected Island” campaign. Along the way, Richie and Adrian muse about the crafting of the story, the film crews that visited Arranmore, the disparity of technology and opportunity between the island and mainland Ireland, the flood of Arranmore interest and support from around the world and the simple pleasure of watching online videos. Additionally, Richie recalls the business challenge he set out to address, the importance of teamwork and collaboration and the astounding impact of the campaign on Three Ireland’s business. <h3>Some other stuff Richie and Adrian say during the conversation:</h3> “The message is really if we can transform an entire island, imagine what we can do for your business.” – Richie Taaffe, Three Ireland “We have a pretty vibrant community here on the island… Definitely, our strength on Arranmore is our people. And, that’s the one thing we’ve been trying to preserve here over the years. Population decline is as an issue and there are reasons.” – Adrian Begley, Chair of the Arranmore Island Council “We looked at their data from the census. And, if the emigration rates kept going the way they were, the island would be depopulated by 2042. So, it’s not that far away. And the reason people were having to emigrate was basically because of the lack of connectivity. People wanted to stay on the island but there was little or no job opportunities.” – Richie Taaffe, Three Ireland “On one side of the country you have essentially got a place that’s regarded as a tech capital of Europe. On the other side of the country is somewhere that doesn’t have proper broadband. So, we felt it was a real unfairness in that essentially it was geographic inequality. We felt actually this could be a brilliant way for us to help these people but also to demonstrate a transformative power of connection that Three can offer.” – Richie Taaffe, Three Ireland “In my career, the things that are usually worth doing are the hardest. The things that have the biggest impact are usually the hardest but the reward is worth every bit of effort that you put in.”  – Richie Taaffe, Three Ireland “This campaign was essentially about giving the people of Arranmore a better life through connectivity and making them more sustainable. But it’s also about the power of people. This project would never have happened without some the dedication and the passion of so many people.” – Richie Taaffe, Three Ireland “Usually in an organization that has a large kind of consumer division and a business offering. Business will get the halo from the consumer advertising whereas. Actually this was the other way around.”  – Richie Taaffe, Three Ireland “It’s Three’s best performing campaign ever. So, in terms of our brand health, which is a key metric for both consumer and business, we achieved the highest-ever score. And, new business leads grew by 18 %, sales for IoT grew by 17 % and 23% for connected products and solutions and overall Three business grew by 152% year-on-year after the first year.” – Richie Taaffe, Three Ireland “Rather than b-to-b or b-to-c we wanted to talk to the person and not the company. I think that’s really critical to kind of treat business-people like real people and I think too often in b-to-b, the second you say b-to-b, it brings you to a certain mindset and a certain type of marketing. The campaign that we created shows that that kind of human-to-human approach can be really effective.” – Richie Taaffe, Three Ireland “Almost every call they would tell us what an impact this is going to have and is having on their lives, and thanking us – which is really unusual in our industry to be having calls like that. So we really felt blessed to be part of something like this. It definitely didn’t feel like work.” – Richie Taaffe, Three Ireland “Looking at brand and tactical or direct response in isolation is not the way to go in my opinion. I think there’s overlap between everything we do.” – Richie Taaffe, Three Ireland <h4>Additional episode resources:</h4> Learn more about <a href="https://www.emodoinc.com/emodo-institute/" rel="noopener nofollow" target="_blank">Emodo and the Emodo Institute</a> Learn more about <a href="https://www.three.ie/" rel="noopener nofollow" target="_blank">Three Ireland</a> “The Connected Island” <a href="https://www.youtube.com/watch?v=i4PcOZ8xMsA&amp;t=2s" rel="noopener nofollow" target="_blank">campaign video</a> is referenced in the episode <a href="https://boysandgirls.ie/" rel="noopener nofollow" target="_blank">Boys and Girls Ireland</a> is the ad agency where it all began The post <a href="https://www.emodoinc.com/the-five-podcast/season-3-innovation/s3-e5-the-campaign-that-transformed-an-island-with-richie-taaffe-and-adrian-begley/" rel="nofollow" target="_blank">S3 E5: The Campaign That Transformed an Island – With Richie Taaffe and Adrian Begley</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

S3 E5: The Campaign That Transformed an Island – With Richie Taaffe and Adrian Begley

Tom Emrich

S3 E4: AR Ads and the Experience Economy – With Tom Emrich

S3 E3: General Mills’ Kitchen of the Future – With Jay Picconatto and Michael Stich

S3 E2: Rethinking Grocery Commerce – With Jason “Retail Geek” Goldberg

S3 E1: Winning Both Today and Tomorrow – With Michael Stich

Looking for new ideas and a fresh perspective? Get to know the innovators who are re-defining advertising. Join us for an inspiring new season of FIVE, the Innovation Podcast for Marketers, a podcast unlike any other.  Some of the biggest names and thinkers in digital marketing join Jake Moskowitz, Head of The Emodo Institute and the host of FIVE.  Our first two seasons focused on the industry’s biggest shifts: 5G and AI. Season three is all about the marketing of big ideas and the biggest ideas in marketing. Along the way, you’ll meet the innovative people who are making a difference with outside thinking – fresh ideas that distinguish brands, engage customers and spark imagination.

Season 3 of Emodo’s FIVE: Innovation for Marketers drops Wednesday, January 19th in this very feed. While you’re getting ready for an exciting new season packed with guests discussing the latest in adtech and innovations for marketers, why not catch up on our previous seasons: Season 1: 5G for Marketers Season 2: AI for Marketers The post Introducing FIVE: Innovation for Marketers appeared first on Emodo.

Season 3 of Emodo’s FIVE: Innovation for Marketers drops Wednesday, January 19th in this very feed. While you’re getting ready for an exciting new season packed with guests discussing the latest in adtech and innovations for marketers, why not catch up on our previous seasons: Season 1: 5G for Marketers Season 2: AI for Marketers The post <a href="https://www.emodoinc.com/the-five-podcast/season-3-innovation/introducing-five-innovation-for-marketers/" rel="nofollow" target="_blank">Introducing FIVE: Innovation for Marketers</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

Introducing FIVE: Innovation for Marketers

This is not your typical bonus episode, it’s a crossover!  Jake joined forces with host of another podcast, Floor 9’s very own Scott Elchison.  We recently took the stage at the MMA Impact conference to discuss how 5G is enabling better results through immersive creative experiences. Scott and Jake discuss the latest in Augmented Reality  [...] The post 5G Bonus: Welcome to the AR Era. appeared first on Emodo.

This is not your typical bonus episode, it’s a crossover!  Jake joined forces with host of another podcast, Floor 9’s very own Scott Elchison.  We recently took the stage at the MMA Impact conference to discuss how 5G is enabling better results through immersive creative experiences. Scott and Jake discuss the latest in Augmented Reality [...] The post <a href="https://www.emodoinc.com/the-five-podcast/season1-5g/5g-bonus-welcome-to-the-ar-era/" rel="nofollow" target="_blank">5G Bonus: Welcome to the AR Era.</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

5G Bonus: Welcome to the AR Era.

In this final episode of season two, Jake focuses on change and the role of AI in our transforming world. The title “The End of the Beginning” is a reference to the increasing application of AI within our industry. Over the last several years, AI, particularly machine learning has quietly become a component of growing  [...] The post AI E9: The End of the Beginning appeared first on Emodo.

In this final episode of season two, Jake focuses on change and the role of AI in our transforming world. The title “The End of the Beginning” is a reference to the increasing application of AI within our industry. Over the last several years, AI, particularly machine learning has quietly become a component of growing [...] The post <a href="https://www.emodoinc.com/the-five-podcast/season2-ai/s2-e9-the-end-of-the-beginning/" rel="nofollow" target="_blank">AI E9: The End of the Beginning</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

AI E9: The End of the Beginning

Marketers are currently evaluating how to effectively target and measure digital advertising at scale while adjusting for a whole bunch of ad industry shifts. And, how to do that with the same efficiency we’ve all gotten used to. In this episode, show host Jake Moskowitz talks with Todd Touesnard, EVP of Product and Data Science  [...] The post AI E8: AI’s Role in Identity appeared first on Emodo.

Marketers are currently evaluating how to effectively target and measure digital advertising at scale while adjusting for a whole bunch of ad industry shifts. And, how to do that with the same efficiency we’ve all gotten used to. In this episode, show host Jake Moskowitz talks with Todd Touesnard, EVP of Product and Data Science [...] The post <a href="https://www.emodoinc.com/the-five-podcast/season2-ai/s2-e8-ais-role-in-identity/" rel="nofollow" target="_blank">AI E8: AI’s Role in Identity</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

AI E8: AI’s Role in Identity

Marketers are really good at detecting marketing BS. In the marketing field, AI is all the rage. There’s excitement around new AI capabilities. There’s heightened interest in AI-driven efficiency. And there’s an ongoing stream of new opportunities that are springing from AI innovation.  That might lead even the best of us to get carried away  [...] The post AI E7: The AI Pitch and Catch appeared first on Emodo.

Marketers are really good at detecting marketing BS. In the marketing field, AI is all the rage. There’s excitement around new AI capabilities. There’s heightened interest in AI-driven efficiency. And there’s an ongoing stream of new opportunities that are springing from AI innovation.  That might lead even the best of us to get carried away [...] The post <a href="https://www.emodoinc.com/the-five-podcast/season2-ai/s2-e7-the-ai-pitch-and-catch/" rel="nofollow" target="_blank">AI E7: The AI Pitch and Catch</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

AI E7: The AI Pitch and Catch

Change is one of the few constants we can count on in business. The question we all face is not, will change happen, but rather how can we adapt to the changes that are coming? Artificial Intelligence, as we all know, has accelerated the pace of change in many industries, and marketing is no exception.  [...] The post AI E6: AI and the Future of Work appeared first on Emodo.

Change is one of the few constants we can count on in business. The question we all face is not, will change happen, but rather how can we adapt to the changes that are coming? Artificial Intelligence, as we all know, has accelerated the pace of change in many industries, and marketing is no exception. [...] The post <a href="https://www.emodoinc.com/the-five-podcast/season2-ai/s2-e6-ai-and-the-future-of-work/" rel="nofollow" target="_blank">AI E6: AI and the Future of Work</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

AI E6: AI and the Future of Work

Our listeners and clients work in the agency world and they are faced with challenges such as cookies going away, mobile ID’s going away and more.  All of these changes lead to relevancy becoming even more elusive. Relevance depends on data. So it stands to reason that AI will fill the gap lost in the  [...] The post AI E5: AI is for Agency Innovation appeared first on Emodo.

Our listeners and clients work in the agency world and they are faced with challenges such as cookies going away, mobile ID’s going away and more.  All of these changes lead to relevancy becoming even more elusive. Relevance depends on data. So it stands to reason that AI will fill the gap lost in the [...] The post <a href="https://www.emodoinc.com/the-five-podcast/season2-ai/s2-e5-ai-is-for-agency-innovation/" rel="nofollow" target="_blank">AI E5: AI is for Agency Innovation</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

AI E5: AI is for Agency Innovation

AI has long been used as a tool to enhance and extend the in-store experience. But in the age of COVID, retailers have to find ways to keep store visits as short as possible, and in some cases eliminate them altogether. Fortunately, AI can help here, too. As retailers become more dependent on apps and  [...] The post AI E4: Putting the AI in Retail appeared first on Emodo.

AI has long been used as a tool to enhance and extend the in-store experience. But in the age of COVID, retailers have to find ways to keep store visits as short as possible, and in some cases eliminate them altogether. Fortunately, AI can help here, too. As retailers become more dependent on apps and [...] The post <a href="https://www.emodoinc.com/the-five-podcast/season2-ai/s2-e4-putting-the-ai-in-retail/" rel="nofollow" target="_blank">AI E4: Putting the AI in Retail</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

AI E4: Putting the AI in Retail

Jake Moskowitz and his guests explore algorithm training and the importance of good training data and practices in AI-powered marketing solutions. We might say an algorithm is good or bad, but in reality, an AI algorithm is either well-trained or not well-trained. Just like a dog. You don’t need to be a professional dog trainer  [...] The post AI E3: How Algorithms Think appeared first on Emodo.

Jake Moskowitz and his guests explore algorithm training and the importance of good training data and practices in AI-powered marketing solutions. We might say an algorithm is good or bad, but in reality, an AI algorithm is either well-trained or not well-trained. Just like a dog. You don’t need to be a professional dog trainer [...] The post <a href="https://www.emodoinc.com/the-five-podcast/season2-ai/s2-e3-how-algorithms-think/" rel="nofollow" target="_blank">AI E3: How Algorithms Think</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

AI E3: How Algorithms Think

Algorithms are often biased. In fact, it’s possible algorithms can’t be completely unbiased. There are two primary explanations for that: the way the algorithm is programmed and the data on which it’s trained. AI is ultimately biased because people program algorithms and select the data to train algorithms. How can marketers reduce the bias in  [...] The post AI E2: AI Bias – A Tale of Sheep &amp; Field appeared first on Emodo.

Algorithms are often biased. In fact, it’s possible algorithms can’t be completely unbiased. There are two primary explanations for that: the way the algorithm is programmed and the data on which it’s trained. AI is ultimately biased because people program algorithms and select the data to train algorithms. How can marketers reduce the bias in [...] The post <a href="https://www.emodoinc.com/the-five-podcast/season2-ai/s2-e2-ai-bias-a-tale-of-sheep-field/" rel="nofollow" target="_blank">AI E2: AI Bias – A Tale of Sheep &amp; Field</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

AI E2: AI Bias – A Tale of Sheep & Field

Jake Moskowitz knows what he’s talking about. A really interesting look at the near future, what 5g is going to be and how it’s going to hit us all... sooner than we think. Definitely worth checking out.

Five stars for 5!

FIVE: Innovation for Marketers

Jake Moskowitz and his guests take the 5G conversation out of the studio, into the marketing world. Episode eight was recorded live on September 24 at Advertising Week in New York. This time, instead of going deep on a specific topic, the discussion goes broad. Jake and his guests cover a variety of  [...] The post 5G E8: FIVE Live @ Advertising Week appeared first on Emodo.

Jake Moskowitz and his guests take the 5G conversation out of the studio, into the marketing world. Episode eight was recorded live on September 24 at Advertising Week in New York. This time, instead of going deep on a specific topic, the discussion goes broad. Jake and his guests cover a variety of [...] The post <a href="https://www.emodoinc.com/the-five-podcast/episode-8-five-live/" rel="nofollow" target="_blank">5G E8: FIVE Live @ Advertising Week</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

5G E8: FIVE Live @ Advertising Week

As 5G becomes more prominent, proactive marketers are going to have to plan differently, think about data and targeting differently and even partner differently. In our 5th episode, The Shifting Shape of Data, Jake Moskowitz outlines the significant changes coming to marketing data and talks with agency thought-leaders about the impact of 5G  [...] The post 5G E5: The Shifting Shape of Data appeared first on Emodo.

As 5G becomes more prominent, proactive marketers are going to have to plan differently, think about data and targeting differently and even partner differently. In our 5th episode, The Shifting Shape of Data, Jake Moskowitz outlines the significant changes coming to marketing data and talks with agency thought-leaders about the impact of 5G [...] The post <a href="https://www.emodoinc.com/the-five-podcast/episode-5-the-shifting-shape-of-data/" rel="nofollow" target="_blank">5G E5: The Shifting Shape of Data</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

5G E5: The Shifting Shape of Data

Jake Moskowitz and his guests explore new 5G opportunities for retailers. In the fourth episode of FIVE, Jake and his guests take a close look at retail – both physical and digital. The conversation covers a lot of ground, from the current state of brick and mortar stores to the revitalization possibilities that  [...] The post 5G E4: The Reinvention of Retail appeared first on Emodo.

Jake Moskowitz and his guests explore new 5G opportunities for retailers. In the fourth episode of FIVE, Jake and his guests take a close look at retail – both physical and digital. The conversation covers a lot of ground, from the current state of brick and mortar stores to the revitalization possibilities that [...] The post <a href="https://www.emodoinc.com/the-five-podcast/episode-4-the-reinvention-of-retail/" rel="nofollow" target="_blank">5G E4: The Reinvention of Retail</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

5G E4: The Reinvention of Retail

That’s a wrap, folks. Episode nine is the last in our nine-part series.  The FIVE podcast was developed to help marketers cut through the 5G hyperbole and zero in on the specifics that matter: the opportunities, the concerns, the realistic, the near-term and the actionable. Over the course of the nine-episode series, host  [...] The post 5G E9: The Tipping Point appeared first on Emodo.

That’s a wrap, folks. Episode nine is the last in our nine-part series.  The FIVE podcast was developed to help marketers cut through the 5G hyperbole and zero in on the specifics that matter: the opportunities, the concerns, the realistic, the near-term and the actionable. Over the course of the nine-episode series, host [...] The post <a href="https://www.emodoinc.com/the-five-podcast/e9-the-tipping-point/" rel="nofollow" target="_blank">5G E9: The Tipping Point</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

5G E9: The Tipping Point

Jake Moskowitz explores the internet of things in the connected home and beyond. In this episode of FIVE, Jake and his guests look at the technical, consumer and marketing aspects of IoT in a 5G world. Peter Linder and Yory Wurmser discuss the ins and outs of 5G fixed wireless access — the  [...] The post 5G E3: Redefining the Connected Home and IoT appeared first on Emodo.

Jake Moskowitz explores the internet of things in the connected home and beyond. In this episode of FIVE, Jake and his guests look at the technical, consumer and marketing aspects of IoT in a 5G world. Peter Linder and Yory Wurmser discuss the ins and outs of 5G fixed wireless access — the [...] The post <a href="https://www.emodoinc.com/the-five-podcast/episode-3-redefining-the-connected-home-and-iot/" rel="nofollow" target="_blank">5G E3: Redefining the Connected Home and IoT</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

5G E3: Redefining the Connected Home and IoT

In this episode of FIVE, Jake explores the consumer and marketing potential of augmented and virtual reality in a 5G world. He talks about the impact of edge computing on next-gen XR devices with Peter Linder of Ericsson and the near-term extended reality opportunities for marketers with Yory Wurmser of eMarketers. Lauren Stearly  [...] The post 5G E2: The Reality of Extended Reality appeared first on Emodo.

In this episode of FIVE, Jake explores the consumer and marketing potential of augmented and virtual reality in a 5G world. He talks about the impact of edge computing on next-gen XR devices with Peter Linder of Ericsson and the near-term extended reality opportunities for marketers with Yory Wurmser of eMarketers. Lauren Stearly [...] The post <a href="https://www.emodoinc.com/the-five-podcast/episode-2-the-reality-of-extended-reality/" rel="nofollow" target="_blank">5G E2: The Reality of Extended Reality</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

5G E2: The Reality of Extended Reality

Jake Moskowitz and his guests explore the future impact of 5G on programmatic advertising. Will the speed and especially the low latency of 5G fix the high-latency effect of programmatic advertising? Or, will it reveal the warts of advertising automation to consumers who expect blazing fast 5G experiences? Over the years, as programmatic  [...] The post 5G E7: The End of Consumer Tolerance appeared first on Emodo.

Jake Moskowitz and his guests explore the future impact of 5G on programmatic advertising. Will the speed and especially the low latency of 5G fix the high-latency effect of programmatic advertising? Or, will it reveal the warts of advertising automation to consumers who expect blazing fast 5G experiences? Over the years, as programmatic [...] The post <a href="https://www.emodoinc.com/the-five-podcast/episode-7-the-end-of-consumer-tolerance-2/" rel="nofollow" target="_blank">5G E7: The End of Consumer Tolerance</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

5G E7: The End of Consumer Tolerance

Episode 6, The New Privacy Conundrum, explores the ways privacy policy may impact 5G marketing and vice-versa. Data and privacy are so intertwined these days that any in-depth data conversation is inevitably going to end up including the issue of privacy. The previous episode of FIVE looked at the ways marketing data will  [...] The post 5G E6: The New Privacy Conundrum appeared first on Emodo.

Episode 6, The New Privacy Conundrum, explores the ways privacy policy may impact 5G marketing and vice-versa. Data and privacy are so intertwined these days that any in-depth data conversation is inevitably going to end up including the issue of privacy. The previous episode of FIVE looked at the ways marketing data will [...] The post <a href="https://www.emodoinc.com/the-five-podcast/episode-6-the-new-privacy-conundrum/" rel="nofollow" target="_blank">5G E6: The New Privacy Conundrum</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

5G E6: The New Privacy Conundrum

In the first episode of FIVE, Jake and his guests discuss the advances and attributes that set 5G apart from other mobile generations. They discuss the consumer benefits 5G spectrum, millimeter wave,  low latency and edge computing. Jake talks about the timing of 5G at scale, 5G iPhones and consumers experiences with Yory  [...] The post 5G E1: Not Just Another G appeared first on Emodo.

In the first episode of FIVE, Jake and his guests discuss the advances and attributes that set 5G apart from other mobile generations. They discuss the consumer benefits 5G spectrum, millimeter wave,  low latency and edge computing. Jake talks about the timing of 5G at scale, 5G iPhones and consumers experiences with Yory [...] The post <a href="https://www.emodoinc.com/the-five-podcast/episode-1-5g-not-just-another-g/" rel="nofollow" target="_blank">5G E1: Not Just Another G</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

5G E1: Not Just Another G

The advent of 5G technologies comes with various misconceptions that muddy business and consumer expectations alike. What is guaranteed, however, is that the influence of 5G will be multidimensional. An explosion in peripheral devices will generate far more actionable and meaningful consumer data. Data speeds will accelerate, upending current advertising infrastructure and expectations.  [...] The post Introducing FIVE – The 5G Podcast for Marketers appeared first on Emodo.

The advent of 5G technologies comes with various misconceptions that muddy business and consumer expectations alike. What is guaranteed, however, is that the influence of 5G will be multidimensional. An explosion in peripheral devices will generate far more actionable and meaningful consumer data. Data speeds will accelerate, upending current advertising infrastructure and expectations. [...] The post <a href="https://www.emodoinc.com/the-five-podcast/introducing-five-the-5g-podcast-for-marketers/" rel="nofollow" target="_blank">Introducing FIVE – The 5G Podcast for Marketers</a> appeared first on <a href="https://www.emodoinc.com" rel="nofollow" target="_blank">Emodo</a>.

Introducing FIVE – The 5G Podcast for Marketers

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