Barry Frey, who as President and CEO of DPAA will be hosting the 10th annual Video Everywhere Summit on November 1 in New York City, recently interviewed some of the event's featured speakers on a variety of topics. The following is his chat with Ann G. Rubin, Vice President, Branded Content and Global Creative, IBM.
Barry Frey: What media do you consume on a daily basis?
Ann Rubin: I watch morning TV news (CNBC), plus digital news sites such as Wall Street Journal, New York Times and CNN. Plus, I track social media (Twitter, Instagram) and sites like the Skimm and Quartz.
Frey: What are the biggest changes you foresee in the world of brand marketing over the next few years?
Rubin: I see the increased need for personalization and the greater need for B2B companies to act like B2C companies in terms of ease of use, speed, access and transparency.
Frey: What's on the horizon for IBM?
Rubin: We have some interesting branded content programs on the horizon -- two that I'll be able to talk about by the time the Summit rolls around!
Frey: Are you utilizing digital out-of-home and, if so, how?
Rubin: Yes, in airports for "event surround." Also in high-impact places like Times Square for brand campaigns. We are working on some new digital OOH using Watson for increased real-time personalization.
Frey: What is your favorite recently downloaded app?
Rubin: Most recently it's White Noise. I love the wave, and it's great for traveling! Another one I just downloaded is Out of the Line, which secures your place in line at certain tourist attractions and tells you when to arrive. And of course, I enjoy the U.S. Open app. The IBM Cloud brings the U.S. Open app to fans around the world so they can individualize their experience with real-time data and insights.
Frey: Tell us a bit about your upcoming speaking appearance at the Video Everywhere Summit.
Rubin: I will talk about how IBM is enabling a broad audience to understand and experience Watson.
Frey: What is your favorite television show?
Rubin: Game of Thrones. It's not even my favorite genre but I'm hooked.
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