How to Capture Mindshare and Attention the dentsu Way

Those challenges were very much on the minds of several dentsu leaders who shared a host of insights recently at Advertising Week New York With a client roster that includes brands like Procter ampamp Gamble Pfizer General Motors and Microsoft they have plenty of thoughts about what drives a strong return on investmentThis is the first article in a twopart report about the dentsu leaders39 remarks The following focuses on three areas streaming podcasting and social media strategiesBalancing Scale and Quality in StreamingA top media priority at dentsu is quotconnecting the dots and synergizing across all platforms for our clientsquot according to Brad Stockton the company39s Senior Vice President US National Video Innovation He pointed to two key considerations for successful streaming partnerships the quotability to be highly targeted with a robust level of fidelityquot and quotcreating an element of partnership across data and premium content that is brand safe and engagingquotIncreasingly audiences are becoming more accessible to marketers through the growing number of adbased video on demand VOD services which have gained significant viewership due to cord cuttingquotContent does matter in the streaming spacequot Stockton noted quotTV can learn from digital and the digital space can learn from TV especially when it comes to transparency and measurement best practicesquotWith over 550 new shows produced in 2021 Stockton reminded attendees that quotwith the proliferation of so much data and platforms we can39t lose line of sight on what is brand suitable and brand safequot He noted that ViacomCBS Disney and NBCU are among the premium media brands that have a track record of highquality brandsafe contentA big question relates to where content ultimately wind up when it hits streaming platforms not necessarily where it will premiereIn terms of attribution Stockton emphasized that over the top opportunities quotdo well in terms of measurement by platform But what is missing is interoperability across platforms Advertisers want one view across all the streamersquotHe emphasized it is an arms race about quotscale creativity and brand safetyquot as the players continue in their quest for streaming dominance in advertisingPower of Immersive PodcastsPodcasts are slated to reach 1 billion in ad sales by the end of 2021 with an expected doubling by 2023 While the nonfiction twoperson podcast has become a norm there is an immersive quality and depth of engagement that is intrinsic to scripted fiction podcasts They quottap into the imagination like no other formatquot according to Doug Rozen CEO Americas at dentsu Media AmericasAt dentsu the new audio partnership between Sonos and the podcast Blackout represents a perfect match he said Sonos the highend speaker company recently refreshed its brand strategy with an ambition to be perceived as more accessible targeting 100 million people by launching quotFeel Morequot its biggestever ad campaignBlackout starring Academy Award winner Rami Malek represented the type of quotsound engineering and depth of experiencequot that Sonos is renowned for Rozen explained It is an apocalyptic thriller where a smalltown radio DJ is fighting to protect his family and community after the power grid goes down nationwide upending modern civilizationFor Rozen it is a timely reminder to not treat podcasts as an afterthought quotadd onquot to a media plan but rather as an quotentry point into the consumer journey going beyond pre mid and post rollquotRozen also noted that quotexposure is not difficult to achieve What is particularly challenging is creating the right experiences that deeply impact intention and emotionquot The industry often looks at how to minimize adskipping With podcasts engagement can be captured by content rewinds the propensity for listeners to relisten and revisit parts of a story they feel compelled to experience againquotCreative drives media and media drives creativequot Rozen said adding that the industry needs to stop the artificial separation of the two most powerful forces to drive consumer engagement and fan followingLeveraging Social for Cultural MomentsSocial media and search data can help us identify and monitor the big moments and movements that define our times according to Abbey Klaassen President Business Leadership East at dentsu and Kristin Maverick Vice President Social and Influencer Marketing at the dentsu digital agency 360iThey highlighted ways to spot trends and conversations from linking OREO39s to Game of Thrones to Nutter Butter39s banter on Squid Games and how to use the insights to inform everything from a TikTok post to a new brand extension The best marketers are thinking of quottotal socialquot according to Klaassen That means relying on both organic and paid social to drive engagement and brand actionsOrganic social allows for testing and learning the experimentation of fandoms and brand relevance With search volume as a proxy for share of voice it can provide important indicators of brand cultural vitality According to Klaassen all brands need to start by asking two questionsWhat is timeless about the brandWhat is a timely message about the brandAfter asking these questions the dentsu team ask an extensive array of questions to truly understand the direction of the cultural conversation Among themWho is in your current and future audienceWhat interests the audience and what do they respond toHow do you want to show up What can you do to stand outWhere don39t you want to gocomment onThere are three frameworks for conversational content that incorporate cultural bursts of information according to the dentsu social media team as reflected by Table 1 and 2In addition to the HitFlowFit framework dentsu clients receive a daily quotCulture Task Forcequot newsletter that acts as a tear sheet for the social media team capturing what is brewing that day in terms of news and pop cultureBoth social media and search data are powerful sources for marketers they can serve as a credible and authentic pulse of what39s on people39s minds Fueled by trillions of searches and social media likes this type of data represents a mirror into the collective interest and intention of people across the globeamp160This is aamp160powerful dataset that dentsu has helped marketers tap into so they can use the insights they discover to inform marketing creative media and product ideasquotBrands and marketers need to live in the social media feedquot said Kristin Maverick Vice President Social Influencer at 360iamp160quotIf they fail their brands risk being seen as irrelevant ignorant or just out of touchquotamp160Consumers are quotdemanding cultural fluency authenticity and meaningful experiences from brandsquot added Mark Prince Senior Vice President Head of Economic Empowerment at dentsu quotWe need to go beyond just delivering the audience reach and frequency but rather to challenge the status quo and focus on delivering both growth and goodquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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How to Capture Mindshare and Attention the dentsu Way

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Raquelle Zuzarte

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