What impact does the transformation of the media, marketing and advertising industries have on brands? Find out in this installment of the Jack Myers Legends & Leaders Video Series as senior industry executives weigh in. Joining Jack are Adam Harter, VP Marketing - Cultural Connections, Pepsico and Lee Nadler, Marketing MINI USA. See the interview above. Watch the full series here.
In recent Upfronts, money has been flowing back into television. Adam Harter and Lee Nadler discussed how shifting consumer behavior and media partnerships are shaping the future of television.
“We all noticed there was this consumer behavioral shift where people were on their mobile phones consuming more and more content via their mobile device and digitally. And so we said ‘we need to shift to digital,’” Harter said. But when they tracked their return, they weren’t seeing the ROI they’d hoped for. Listen to Adam Harter describe how shifting dollars away from TV and into digital didn’t turn out as expected – and what he learned when he looked more closely at the media mix.
Lee Nadler discussed therole of content as it pertains to the future of brand marketing. “I think as a marketer and as a media company that can try to help us connect the dots, what we want to try and find are ways to weave ourselves into these [TV] moments in a meaningful way. And I think that’s, to me, where the game is changing in a really exciting opportunity,” he said.
Harter agreed and described how authentic brand integration instead of product placement has had a profound effect on his business. He said, “Those partners that are willing to work with us and help us very creatively integrate our brands and weave them into the storylines of this great programming that their networks have built and built these audiences that have this passion behind the stories that are being told. It is more effective for us. We are seeing significant increases in terms of brand recall with partners like that where we have an authentic brand integration.”
The Legends & Leaders Video Series was made possible by a generous grant from Warner Brothers Media Sales and is presented by Jack Myers KnowledgeExchange and MediaVillage.
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