Top
Find It On Distillery
RSS Reader
@digitas
Navigation
Friday
May022014

DCNF 2014: Time, Inc

Maybe you’ve heard, but Time, Inc and Time Warner are in the midst of an uncoupling.  Time Warner gets to keep the TV (or at least the stations) and Time, Inc. gets to keep the brands that made their names in print.  The uncoupling becomes legal when each side gets their name back in the form of their own stock symbols—when Time, Inc. goes public later this year.

This really could have been a showcase for Time, Inc. to show that they were more than just the sum of their parts.  From a publisher perspective, they’re actually on the cutting edge of flattening the content landscape and being able to identify the same user or an audience across all their titles, be it on Time, People, SI, or Real Simple.   They could have showed how brands can leverage 70 million unique users across titles and different types of content.   The digital people should have had more of a say.

But you could see what happened. Each of their titles wanted a moment of their own. While they showed some interesting new shows like Rise (about building the new World Trade Center), and all their video content will be Nielsen rated, it felt like a bunch of disconnected solo acts.  Not a brand. 

Written by Lee Baler, VP/Group Director, Media, DigitasLBi

Thursday
May012014

DigitasLBi NewFront 2014: Presidential Collaborations

We’re live from the DigitasLBi NewFront! We’ll be recapping sessions all day. Watch it live here, and tweet #NewFronts and @Digitas to join the conversation. Plus, get more recaps, photos, tweets, and more from all the NewFront events here.

Our final panel is jam-packed with big-hitters discussing recent collaborations with the White House surrounding the Affordable Care Act.

Dave Marsey, EVP/Managing Director, DigitasLBi San Francisco, moderates with Mike Farah, President of Production, Funny or Die; Scott Aukerman, Host of IFC's Comedy Bang Bang and Co-Creator, Between Two Ferns; Daniel Kellison, Co-Founder, JASH; Mickey Meyer, Co-Founder, JASH; Iman Crosson aka Alphacat, YouTube personality, and Aisha Tyler, actor, comedian & co-host of CBS’ The Talk.

Farah and Aukerman open up by discussing a recent collaboration with President Obama and Zach Galifianakis. While the White House's political objectives were clear -- reaching a new audience with the president's Affordable Care Act message -- Farah and Aukerman stress that humor was always their top priority. Mission accomplished, they say, and we agree. If you haven't seen it, check it out here.

Tyler weighs in on her own collaboration, surmising that viewers perceived more value from a message delivered untraditionally from a content source they trust.

Crosson, who created a music video parody of Obama's Affordable Care Act message, reflects on the adversity he faced as a child that inspired him to spread awareness. Check out Alphacat's Drop It Like It's Hot spoof here.

Kellison and Meyer conclude by applauding the White House for being forward-thinking and realizing the value of connecting with a younger demographic of Americans in an unprecedented way. People can see through political messages, they say, and relate more closely to content creators who don't have a separate agenda.

The lesson from all three collaborations? Authenticity must be at the core of our messaging, no matter the topic or brand.

That's a wrap for our coverage of DigitasLBi NewFront 2014. Thanks for following and huge thanks to all of our presenters and attendees. Until next year!

Written by Judah Levine, Manager, Social.Content, DigitasLBi.

Thursday
May012014

DigitasLBi NewFront: A New Tool from SimpleReach and DigitasLBi

We’re live from the DigitasLBi NewFront! We’ll be recapping sessions all day. Watch it live here, and tweet #NewFronts and @Digitas to join the conversation. Plus, get more recaps, photos, tweets, and more from all the NewFront events here.

Edward Kim, the CEO of SimpleReach, and John McCarus, SVP of Social Content for DigitasLBi, took the stage to showcase the growing strength of the online video market, displaying the massive amounts of page views and social engagement for digital publishers in real-time.

The two also announced the launch of the NewFront Brand Content Index, a first-of-its-kind tool that standardizes the success metrics for brand content. Co-developed by DigitasLBi and SimpleReach, the NewFront Brand Content Index provides both a real-time and historical view of how any piece of brand content is performing against both industry-specific and overall content benchmarks. Brands can see how their content compares across the web for Pageviews, Shares, Traffic from Social, Time Spent, Reach (Uniques), and more.

Thursday
May012014

DIGITASLBI NEWFRONT: Stand For Something

We’re live from the DigitasLBi NewFront! We’ll be recapping sessions all day. Watch it live here, and tweet #NewFronts and @Digitas to join the conversation. Plus, get more recaps, photos, tweets, and more from all the NewFront events here.

Eli Pariser, Co-Founder of Upworthy, tells us why the meaning of your message is integral to the spead of your message.

By the time you finish reading this post, six months worth of content will be uploaded to YouTube and over 4,200 websites will go live. The amount of content we create is expanding while our ability to consume it is not.

Eli believes “Our greatest natural resource is not gold or oil, it’s attention.”

If you want to win the war for attention you have to create content that people care enough about to share with their friends. People share because it defines who they are. 

But how do you get people to share?

Eli says defining your purpose and genuinely standing for something is the way to break through.

For Upworthy this means an average of 31k engagements versus an average of 742 because their readers want to draw attention to something that matters.

When you are authentic and genuine, people listen. Viral content doesn’t have to be entertaining or frivolous, it can be important, have meaning, and stand for something.

To get people to pay attention, it’s simple: “If you want to stand out, you have to stand for something”

Written by James A. LaPorte, Manager, Social.Content, DigitasLBi (@jlp)

Thursday
May012014

DigitasLBi NewFront: Succeeding with Passion ... and Humor

We’re live from the DigitasLBi NewFront! We’ll be recapping sessions all day. Watch it live here, and tweet #NewFronts and @Digitas to join the conversation. Plus, get more recaps, photos, tweets, and more from all the NewFront events here.

Harley Morenstein, Creator & Host of Epic Meal Time, provides DigitasLBi NewFront with a steady dose of humor.

“I’m here to show everyone what success looks like,” he proclaims, before projecting a close-up image of … himself.

His advice on social media? “Use it.” Well, you have to start somewhere.

In a rare serious moment, Morenstein offers: "If you want to succeed, you have to be passionate. If what you’re doing is a means to an end and you’re not passionate about it, people will see through you."

Morenstein ends his presentation with a crowd-pleasing photo of a cute dog posing with ... himself.

Written by Judah Levine, Manager, Social.Content, DigitasLBi.