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#PortadaNY was a great opportunity for attendees to learn about what needs to be done to guarantee brand safety. Susan Schiekofer, Chief Digital Investment Officer of GroupM, provided key insights on the topic. Additionally, Seraj Bharwani, Chief Strategy Officer at AcuityAds, discussed the results of a survey about consumer attention to video advertising done in partnership with Portada. Bharwani stressed that brands want both attention and engagement. But while “you can optimize for one” metric very well, that usually “tanks the other’s results.”

The Portada New York conference received attendees from all over the Americas, who had the opportunity to network one-on-one with executives of their choice and listen to experts in marketing discuss the most important issues shaping the industry. Brand safety and attention to video advertising were an important part of the program.

1. If you aren’t concerned about brand safety right now, you’re already behind

As consumers are becoming more attuned to digital issues like fake news, transparency and ad fraud, brands are in turn demanding higher digital advertising standards and policies.

Citing particularly egregious examples of advertiser behavior, panelist Susan Schiekofer, Chief Digital Investment Officer of GroupM, noted that “as an industry, we don’t want to support that type of environment.” And more than that, it is just as important for executives to get out in front of consumer’s (and, in turn, brand’s) concerns and self-regulate. Governments policing the space through regulations like GDPR are not the optimal vehicle.

Specifically, Schiekofer pointed out that the industry has to educate consumers on their business model—”it’s either a pay wall or advertising” supporting great content. While many brands are already self-regulating and allow consumers to opt out of data collection, for example, they must do a better job at taking responsibility for outreach.

2. Brands want both attention and engagement. Pick one

Only 7% of U.S. advertisers say that their videos are watched all the way through, according to Seraj Bharwani, Chief Strategy Officer of AcuityAds. While that rate jumps to 12% for LATAM advertisers, those results are still abysmal. And in the face of rising competition for consumers’ eyeballs, digital advertisers are under increasing pressure to deliver results.
Bharwani suggested that part of the problem is in how brands are defining results: they want both attention and engagement. But while “you can optimize for one” metric very well, that usually “tanks the other’s results.” It’s incredibly difficult to do both well. The most successful ads, per Bharwani, don’t try to do it all but either aim to inform or entertain the consumer.
In summary, we will leave off with the best digital video practices courtesy of Bharwani: Use people’s behavior on social media to tailor content. Don’t force them to watch it. And don’t make them pay for it. Deliver the ad when there is less noise and distraction in the market.

Portada 2019 Events 

March 15, 2019: Portada Los Angeles, Hotel Loews Santa Monica, Los Angeles
April 3, 2019: Data and Content Marketing Forum, New York City
April 12, 2019: Portada Miami:  Hotel EAST, Miami 
September 12, 2019: Portada New York, Yotel New York, New York City 
October 17, 2019: Portada Mexico, Casa Lamm, Mexico City

What: GroupM’s Susan Schiekofer and Undertone’s Michael Pallad will discuss inventory quality and brand safety during the Portada New York keynote interview.
Why it matters: Needless to say, inventory quality and brand safety are hot topics in the era of fake news and ad fraud.

Everyone has heard the phrase “Safety first” in more than one context. In marketing, the fragmentation of the digital ecosystem has increasingly demanded improved safety measures. Ad fraud and poor inventory quality compromise ad dollars and performance. Serious issues around this topic clearly demand that the industry comes up with serious solutions.

As Steve Wing, managing director UK & Nordics at Rubicon Project explains, poor ad placement is one of the fears pertaining to every brand: “no one wants to appear next to inappropriate content or fake news,” he writes. “In a programmatic world where advertising transactions occur in milliseconds, protecting brand safety requires vigilance across the media supply chain.” And just as he concludes, the only solution is to create our own online protection systems.

Getting An Expert’s Opinion Tends to Help

In the morning of September 25, Portada New York attendees will get the opportunity to listen to Susan Schiekofer, Chief Digital Investment Officer at GroupM. Her experience spans several decades, and now she is responsible for digital trading and implementation at one of the largest media agencies in the world, where her focus is purely on the brands.

She will share her knowledge about trading best practices and possible solutions to brand safety problems across all media formats in a keynote interview conducted by Michael Pallad, president of Undertone. Michael, who formerly filled the director of sales role at Apple Music, joined Undertone as the company’s chief revenue officer in 2015. The now president of the company said he joinedUndertone because its beliefs about what high-impact advertising means were aligned with his own. Today, he is responsible for all aspects of Undertone’s revenue efforts, including sales and service, operations and marketing.

Questions about inventory quality and brand safety will revolve around how digital advertising and policies need to change in the fake-news-proliferation era. Pallad and Schiekofer will discuss how to improve transparency and fight ad fraud. Trust us, you don’t want to miss it.

 

For an opportunity to be a part of their conversation and hear valuable insights that will help you tackle the future, click on the banner below and get tickets before prices go up on September 7.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Click here for previous Changing Places editions

FOTO-NestorPerinotNestor Perinot has been appointed Cross Platform Ad Executive at CNN en Espanol. Perinot previously worked at Audio.Ad.

 

 

 

 

 

image1Marie Chalita is joining the editorial team of Hola USA as beauty and community editor based in New York City. Previously Chalita was responsible for Social Media and Community for the U.S. Hispanic market at Televisa Publishing. Among other titles, she managed the social media presence of Cosmopolitan en espanol in the United States.

 

 

 

 

 


Jeff Ihaza
is the managinScreen-Shot-2016-07-08-at-9.02.13-AMg editor of Fusion Media Group (FMG) new English-language music vertical TrackRecord. TrackRecord is a digital project overseen by Univision’s new Music division that will publish daily news stories, in-depth features, profiles of diverse artists, video series, events and documentary projects. Previously Ihaza served as a host for Vice’s cable news channel Viceland and as a contributor to magazines like Fader, GQ and Gawker.

 

 

7aj-nezn_400x400Jordi Oliveres, senior director of music at Univision, will oversee TrackRecord.

 

 

 

 

 

 

LynettePintoTelemundo 47 / WNJU has named Lynette Pinto Vice President of Marketing and Promotions, effective immediately. In this role, Pinto will be oversee the station’s creative services including advertising, marketing and branding. She will report to Cristina Schwarz, President and General Manager, Telemundo 47.Pinto is a seasoned marketing executive who has more than three decades of experience leading Hispanic market-focused advertising, branding and digital campaigns. She joins Telemundo 47 from the Latin American Multichannel Advertising Council (LAMAC), where she served as Vice President for Business Development. Pinto will oversee the station’s creative services including advertising, marketing and branding, and will also work closely with the newsroom.  Pinto earned a bachelor’s degree from the University of Redlands and a Masters in Management (MiM) degree from the American Graduate School of International Management. She resides in Manhattan.

 

descarga (2)GroupM has promoted Susan Schiekofer to Chief Digital Investment Officer for GroupM in the U.S. She will be responsible for all digital implementation across GroupM agencies, reporting to Rino Scanzoni, Chief Investment Officer of GroupM U.S. Her appointment is effective immediately.Schiekofer will succeed advertising pioneer Ari Bluman, who passed away in May.

 

 

 
isaacleeUnivision Communications Inc. (UCI) has appointed Isaac Lee to the newly created position of Chief News, Entertainment & Digital Officer. Lee will continue to report to Randy Falco, president and chief executive officer of UCI. Lee will be responsible for UCI’s News, Entertainment, and Digital content across platforms, as well as the Company’s Music efforts. He will continue to oversee FMG, which includes UCI’s interests in FUSION and El Rey as well as The Root, The Onion, A.V. Club, Clickhole, Flama, Univision Digital and Univision Music. Additionally, he is leading the search that is underway for UCI’s new president of Entertainment.  Lee has been leading journalistic teams for nearly 20 years at prominent publications serving Spanish-speaking audiences in the U.S. and Latin. He joined UCI in December 2010.

 

 

 

descarga (1)Nancy Hill is stepping down from her position as president and CEO of the American Association of Advertising Agencies from June 2017. She has been with the ad agency trade association since 2008.

 

 

 

 

 

paul-franklin-armando-nunez-cbsPaul Franklin is CBS Television Distribution’s new president. Armando Nunez, who has overseen both CBS TD and CBS Studios International for the past four years, will now focus solely on his role as president and CEO of Studios International. Franklin was most recently executive VP and general sales manager at 20th Television and MyNetworkTV, where he spent 10 years.

 

 

 

AAEAAQAAAAAAAAVvAAAAJGQ1MTQ1MTE5LWNiYmEtNGVlMi05MDY2LWQyNjY4ZDczMmFkNgFlorida-based Schwartz Media Strategies, a public relations and digital media firm, has promoted Yudi Fernandez to Vice President, according to HispanicAd. Fernandez is active in the Miami community, serving as a member of the PRSA Miami Chapter and on the Greater Miami Chamber of Commerce Real Estate committee.

 

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What: GroupM has promoted Susan Schiekofer to Chief Digital Investment Officer for GroupM in the U.S.
Why it matters: Schiekofer succeeds Ari Bluman in Crucial Trading Role Ensuring GroupM Clients Have Access to Best Quality Digital Media.

8XtQZvQf_400x400GroupM, the global media investment management group,  announced the promotion of Susan Schiekofer to Chief Digital Investment Officer for GroupM in the U.S. She will be responsible for all digital implementation across GroupM agencies, reporting to Rino Scanzoni, Chief Investment Officer of GroupM U.S. Her appointment is effective immediately.

Schiekofer will succeed advertising pioneer Ari Bluman, who passed away in May.

Schiekofer has been a leader in the digital media space at WPP and GroupM companies since 1994. She founded the digital media offering at Ogilvy & Mather, which was later rebranded to Neo@Ogilvy, and worked on accounts such as IBM, TD Ameritrade and WebMD, among many others.

In 2010, Schiekofer joined MEC to head up the AT&T digital business, and soon became responsible for all of digital at MEC. In July of 2014, she moved to GroupM to lead digital investment for Maxus and MediaCom, and to assume responsibility for all of video.

“Susan’s impressive digital skill set coupled with her broader knowledge of trading best practices across media will ensure that GroupM continues to be the leader in advancing best practices, optimum media value and full accountability to the digital marketplace for the benefit of our clients,” said Rino Scanzoni. “As she continues to evolve and develop our Digital Trading capabilities, I could not think of a better person to succeed Ari, who not only made an indelible mark at GroupM, but across the entire industry.”

 

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