Arkady Fridman, Founder at Motus Media a boutique media buying agency specializing in Programmatic, Social, Content and Performance marketing, chats with Kiran Goojha, Director of Digital Marketing Strategy at D’Addario to discuss their unique organization and marketing initiatives. The D’Addario’s tagline on their website says “Success isn’t measured by those who reach the top, but by those who never stop reaching.” The company’s history dates back to before 1680 in Italy where since then they’ve grown from a musical string manufacturer to a diverse global manufacturer of musical products and a charitable foundation giving back to the communities they serve. Learn about Kiran’s new amazing marketing role and the various initiatives that D’Addario is leading and how they give back through their charitable foundation. http://www.motusmedia.co/?utm_source=youtube&utm_medium=social&utm_campaign=motustips&utm_content=daddario

Learn more about D’Addario here: http://www.daddario.com/
Their Charitable Foundation here: http://www.daddariofoundation.org/

The post #MotusTips: Meet Director of Digital Marketing Strategy Kiran Goojha of D’Addario Part 2 appeared first on Motus Media.

Arkady Fridman, Founder at Motus Media a boutique media buying agency specializing in Programmatic, Social, Content and Performance marketing, chats with Kiran Goojha, Director of Digital Marketing Strategy at D’Addario to discuss their unique organization and marketing initiatives. The D’Addario’s tagline on their website says “Success isn’t measured by those who reach the top, but by those who never stop reaching.” The company’s history dates back to before 1680 in Italy where since then they’ve grown from a musical string manufacturer to a diverse global manufacturer of musical products and a charitable foundation giving back to the communities they serve. Learn about Kiran’s new amazing marketing role and the various initiatives that D’Addario is leading and how they give back through their charitable foundation.

Learn more about D’Addario here: http://www.daddario.com/
Their Charitable Foundation here: http://www.daddariofoundation.org/

The post #MotusTips: Meet Director of Digital Marketing Strategy Kiran Goojha of D’Addario Part 1 appeared first on Motus Media.

Arkady Fridman, Founder at Motus Media a boutique media buying agency specializing in Programmatic, Social, Content and Performance marketing, chats with Duke Fanelli, CMO of the Association of National Advertisers to discuss their organization and marketing initiatives. The ANA’s tagline is ‘We’re All In On Driving Growth.” The company’s history dates back to 108 years of marketing thought leadership. Learn how Duke got into Marketing, the various initiatives that the ANA is leading and how advertising has changed over the last 8 years.

Learn more about becoming a member of the ANA here:
www.ana.net/makesadifference

Learn more about the See Her Initiative:

Home

#SeeHer is a movement led by the Association of National Advertisers (ANA), the largest marketing and advertising association in the U.S. Its mission is to increase the percentage of accurate portrayals of women and girls in U.S. advertising and media by 20% by 2020, the 100th anniversary of women winning the right to vote.

Here’s the transcript from our conversation:

Arkady: Welcome back this is our third segment of Motus Tips with ANA, I’m Arkady Fridman the Founder at Motus Media and I’m super excited to have Duke Fanelli, the CMO of the ANA.

Duke: Thanks for having me.

Arkady: Absolutely. So, this third segment, we’ll talk about corporate responsibility. I think it’s always important you know in terms of ad tech and media where we’re trying to attract people and influence people but it’s also about giving back and I know the ANA does a lot of great things to give back. We’ll talk about how you know, women, the focus on women and how that’s changing and how you guys are really kind of elevating the ability for women to get into this industry a lot easier, I think by 2020 and we’ll talk about you know, I guess a rolling topic that is in the media, it’s fake news and the responsibility of the marketing, you know people attack publishers to distribute you know, good information. So, we’ll start with the first one, let’s talk about corporate responsibility of giving back, you know Motus Media believes in that to, I dedicated, I made an announcement last year that I want to give back one percent to a local cause, now it’s New York Cares and I’d love to hear about ANA, I know you have a lot of difference initiatives in terms of giving back.

Duke: Sure, so ANA has been involved in the community if you will, the industry for a number of years. Through our CEO the ANA sits on the Ad Council which we actually helped form back in the, I want to say the 40’s when it was first created. Bob Liodice, the CEO also sits on the board of the Partnership for Drug Free Kids, which is clearly especially with all you hear in the news today, an increasingly important organization to be part of. We also have the ANA Educational Foundation, which tries to elevate the role of advertising and marketing within the college community, within the undergraduate community. What we’re finding unfortunately is that college students are opting to begin careers in industries that companies that have less to do with marketing and advertising and more to do with technology, it sounds sexier, it maybe sexier, it maybe higher paying but there are tremendous opportunities in the marketing and advertising industry to be creative in so many different ways to apply a statistical background to the success of a campaign and there’s just so many jobs there that I don’t think, I don’t think students, kids understand the full capacity of what’s available.

Arkady: Absolutely. I do see some of the universities, I hear of people taking courses that were never available to me when I was in college, you know about programatic, about dissecting your metrics and that’s all kind of floating into Universities and Colleges today, which is great I think it’s influencing people to get into these roles. So, I know we talked about the number of different topics, one topic that I think is really important and it’s very relevant today is, you know the focus of women in the industry and women in general and I have a young daughter who I want to know that she can be whomever she wants, however she wants, you know, whatever career, whatever industry. I know that the ANA has initiative for women, can you talk about that?

Duke: Sure, absolutely. So and I have a two year old granddaughter and I want her to feel the same exact way as she grows up. So, we have a #SeeHer initiative, which was started by the Alliance for Family Entertainment, which is part of the ANA and that started several years ago. The goal of the initiative really is to drive gender equality, there is clearly for years that’s been something that hasn’t been a focus. 2020, which is when the goal is to have gender equality is also the 100th anniversary of women getting the right to vote. So, there is a direct timeline…

Arkady: Hopefully before 2020.

Duke: Hopefully before 2020 but I think if people can at least aim for 2020, if that happens two years from now, I think you know, we’ll certainly consider that a success. It’s an incredibly important initiative, #SeeHer has gained tremendous awareness over the last year, they just handed out their second Critics’ Choice Award to Gal Gadot and the year before that the first recipient was Viola Davis, it’s the traction behind #SeeHer is really pretty phenonmal and as it gains traction I think I we’ll see more and more effort around certainly in the advertising industry, can’t speak for the rest of the world but certainly in the advertising industry that gender equality will continue to rise to the top.

Arkady: That really great and I’ll put links in the bottom of this video where people to learn more about this initiative and even those people that you mentioned. The last topic I think is important in terms of the media industry, in general marketing content, you know there’s a lot of talk about fake news or news that’s incorrect to drive some other initiative, you know from a standpoint of an advertising company and a platform, it’s just important to have the responsibility to drive good advertising, you know relevant and be just responsible for it. What do you see, how do you see that as a topic and have you seen that change throughout your vendors and your members?

Duke: So the whole issue of brand safety has become increasingly important for our members. Their placement on a website is something that we hear about and we talk about each and every day and it doesn’t take a lot to put some same safeguards in place and we will look to the Motus Medias of the world and other vendors to help ensure that the decisions are the right decision. So, it really is a partnership between the agency world and the marketer world to help ensure that brand safety is not something that is just pushed to the side it drives consumer behavior, it drives attitudes, it drives purchasing intent. So, if we are risking ads on sites that are considered fake or somehow unsafe, we put, we’re putting business billions of dollars at risk over the long haul.

Arkady: Absolutely, thank you for covering that to the viewers. If you haven’t seen the other two sections, please look at those we look at those, we look at different topics, kind of a global view and thank you again for joining me.

Duke: My pleasure, thanks for having me.

The post #MotusTips: Meet Duke Fanelli CMO of ANA Part 3. appeared first on Motus Media.

Arkady Fridman, Founder at Motus Media a boutique media buying agency specializing in Programmatic, Social, Content and Performance marketing, chats with Duke Fanelli, CMO of the Association of National Advertisers to discuss their organization and marketing initiatives. The ANA’s tagline is ‘We’re All In On Driving Growth.” The company’s history dates back to 108 years of marketing thought leadership. Learn how Duke got into Marketing, the various initiatives that the ANA is leading and how advertising has changed over the last 8 years.

Learn more about becoming a member of the ANA here:
www.ana.net/makesadifference

Learn more about the See Her Initiative:

Home

#SeeHer is a movement led by the Association of National Advertisers (ANA), the largest marketing and advertising association in the U.S. Its mission is to increase the percentage of accurate portrayals of women and girls in U.S. advertising and media by 20% by 2020, the 100th anniversary of women winning the right to vote.

Here’s the transcript from our conversation:

Arkady: Welcome back, I’m Arkady Fridman and I’m so excited to have Duke Fanelli, the CMO of ANA and again we are talking about Motus Tips and really about the advertising industry as a whole. So, in this segment we’re going to get a little bit deeper into, you know tactics, specific campaigns or ideas and themes that are occurring and then we’ll have closing statements. So, Duke welcome back.

Duke: Thank you.

Arkady: I’m really excited to talk to you about kind of more deeper interesting kind of topics. So, maybe you can tell me a little bit about from your experience in campaigns that you’ve seen and topics in the industry, how do you measure success and you know maybe just top line because this can be a whole segment for hours?

Duke: Sure, so for us as a trade association, engagement with our members is a critical measure of success for us. The higher the level of engagement, the more we feel we’re reaching our marketer members, the more we feel they are as I have mentioned before that we’re helping them fuel smarter marketing, it’s all about making them as good as they can possibly be from a marketing perspective, so engagement is a critical measure for us and then ultimately like everyone else at the end of the day, it’s about conversions. We have you know, events that we sponsor throughout the year, whether they’re conferences or whether they’re member only events and obviously we want to fill those seats and so conversions is another important metric for us.

Arkady: And to get to the conversions, we’re talking all the time about how do you optimize, where are you focusing on specific content, those in specific you want to make sure that we’re reaching the right people in the industry and we have different tactics to do that and ultimately and from the work that we’ve done together as you’re bringing together that interest, that engagement and content to see if they can ultimately, you know register and be more interested in being part of this community.

Duke: Well that’s right and in our work with you with Motus Media, we’ve been able to do some really nice segmentation of our membership and drive them either to a specific or communicate to them about a specific event or a special piece of content that we think is particularly relevant and be able to look at how they’re engaging, you know and which again goes back to that old metric, the more they engage with us the more time they’re spending on our website or reading a piece of content, the more value we believe we bring to them into the organization.

Arkady: Absolutely and I saw that you rebranded some of the marketing materials, some of the creative looks amazing, it’s been great before when you’re incorporated, it’s almost a reflection of your audience and your members now you see a lot of what’s happening these rich creatives, which I think help.

Duke: I agree, I mean it’s we’re 108-year-old organization but we launched our very first brand campaign at the start of Q4, 2017, so we had a lot of time before that but what we’ve I think we’ve found our footing. So, we launched in October with our tagline, It’s In Our DNA, which we truly believe we are all about helping marketers grow and drive growth. In January, we switched it up to, We’re All About Driving Growth, so growth is an important thing for us, we know it’s an important thing for our members.

Arkady: Absolutely and I think that translates to everybody. Maybe talk about some of the examples or themes that you see in the marketing industry as a whole. Are there specific topics that you’re seeing are resonating more and some of the events and the thought leaders that are members here?

Duke: Sure, so we know from our experience that there’s a couple of things that we’ve been doing for a very long time. Agency relations is always top of mind for our marketer members, we’ve been doing a study on the agency relations I want to say for the last fifty years, it’s a biannual study and more recently topics like transparency, ad blocking, the digital supply chain have all risen to the top and have become very, very important to our marketer members and to the industry, I don’t want to exclude the rest of the industry, to the industry overall, so that’s been a that’s been a big focus of ours for the last two plus years, transparency in particular something that we brought to the forefront in mid 2016.

Arkady: Very nice. Any closing statements for the segment, where do you see the marketing, you know industry going as a whole? I know we’re working with programmatic and programmatic is very important, social media is important, influencer marketing is important, so where do you think, where do you see kind of the industry moving for the future? What are some of the themes that people are talking about in the industry, thought leaders talking about not specifically just ANA but in an advertising in general?

Duke: Yes, so I think across the industry we’re seeing agents’ relations continues to float to the top, that’s very important from both the marketer and agency perspective as agency activities, agency buying has moved more in-house and even with programatic it’s moving in-house, we see that. The whole issue around transparency, which has been a very hot topic for the last two or three years continues to bubble to the surface, that’s a massive issue that affects everyone in the industry. Ad blocking is certainly right up there. Privacy continues to be a big issue, there are so many issues that marketers need to be aware of and be prepared to tackle these days that you could spend your entire day just dealing with what’s happening in the industry, much less trying to move your own organization.

Arkady: Absolutely. I think some of the fundamental tactics and ideas of marketing are changing but the technology is changing, you know what there’s technologies out there that we don’t even know that are coming with block chain, you know with voice, I have Alexa and Siri, that’s so important you know the distance between how we interact with technology is getting a lot closer to our bodies, you know who knows you know you might have Alexa built right into your glasses soon they’re talking about products like that but the fundamentals are still the same with which I hear you saying.

Duke: Yeah, the fundamentals will likely never change right, it’s all about delivering to the consumer what the consumer wants, it’s about helping the brand understand what it is that keeps them, keeps a consumer energized and interested and focused on their products and services. I heard something just the other day that the average consumer is I guess subject to 9,000 impressions or 9,000 images in the course of the day and that’s massive overload for anyone and trying to you know, trying to decide or break through the clutter of that pick, the handful that you’re going to focus on is a very difficult and increasingly difficult task.

Arkady: Thank you so much. I think there’s so much more to talk about.

Duke: My pleasure.

Arkady: Absolutely, we’ll do this again.

Duke: Okay, very good.

Arkady: Thanks a lot.

The post #MotusTips: Meet Duke Fanelli CMO of ANA Part 2. appeared first on Motus Media.

Arkady Fridman, Founder at Motus Media a boutique media buying agency specializing in Programmatic, Social, Content and Performance marketing, chats with Duke Fanelli, CMO of the Association of National Advertisers to discuss their organization and marketing initiatives. The ANA’s tagline is ‘We’re All In On Driving Growth.” The company’s history dates back to 108 years of marketing thought leadership. Learn how Duke got into Marketing, the various initiatives that the ANA is leading and how advertising has changed over the last 8 years.

Learn more about becoming a member of the ANA here:
www.ana.net/makesadifference

Learn more about the See Her Initiative:

Home

#SeeHer is a movement led by the Association of National Advertisers (ANA), the largest marketing and advertising association in the U.S. Its mission is to increase the percentage of accurate portrayals of women and girls in U.S. advertising and media by 20% by 2020, the 100th anniversary of women winning the right to vote.

Here’s the transcript from our conversation:

Arkady: Hello and welcome again to Motus Tips. I’m Arkady Fridman, the Founder at Motus Media and I’m really excited today to have a segment and sit down with Duke Fanelli, the CMO of the ANA. Nice to see you again.

Duke: Nice to see you, thanks for the invitation.

Arkady: So, with this segment, we usually talk about you know what’s happening in the industry, specifically with some movers and shakers on brands and services. This is a great opportunity where we get to look at kind of the whole industry as a whole because you guys are so relevant with all of your members and everybody that you work with, all the great events. So, what I thought I’d do is just introduce Motus Media, we’re a boutique agency, we work with a bunch of brands including the ANA, we do social media, we do programatic and a lot more and we’re really excited to sit down have this opportunity to chat. So, tell me a little bit about yourself and how you got into marketing because so many people you know they fall into it, they didn’t expect to do what they’re doing, I know you have a background you know in communications and with the industry but wondering how you got into it and what your role specifically entails?

Duke: So, that’s great, so I never thought I would be in marketing and that’s not what I woke up one morning dreaming of. So, I started out as in journalism school, loved the idea of being a reporter, went to work for a small daily newspaper back in the back in the late 70’s, then went over to then went to graduate school, left graduate school and went to work in advertising, so I was a reporter there for about three years. Had an opportunity to move into PR and I was very conflicted because as journalist and PR isn’t necessarily the most exciting business to move into. Moved into PR and then from there got into marketing and started working in financial services marketing and I was there for 25 years and then moved to the ANA in 2010.

Arkady: Very nice and I know you’ve been here for a few years. ANA is an older brand, it’s about 108 years old and can you talk about the changes that you’ve seen in the marketing industry and how the ANA has viewed them through the last five years.

Duke: Sure, so even in the short time the eight years or so that I’ve been here, the ANA has changed dramatically. I think it’s purpose has become much broader, the value to marketers I think has increased dramatically. The role the ANA plays in industry initiatives has the pace of that is increased tremendously. We pride ourselves on really trying to lead the industry, trying to be the voice of the marketer in the industry. So, whether that’s on transparency issues or whether it’s on measurement issues, digital supply chain, whatever it may be that’s important to marketers, we try to be out front and represent the industry as a whole, so that’s one of the big pieces of the ANA. The rest of it is for the ANA and this is a relatively new model for us but it’s about how do we help our members drive growth. We know obviously driving growth, growth is the bottom line for marketers, for any business, so our role, we see our role is really finding the ways through whether it’s through education or whether it’s through committees or the exchange of ideas to help them figure out how they can as we say fuel smarter marketing’s to help drive their growth.

Arkady: Awesome and I think that’s very relevant to any size company, could be a start up, could be a Fortune 500 company. Growth is super important, you know the buzzwords in Silicon Valley, you know it’s everywhere else is how do I get exponential growth? How do I hack growth? Growth hacking and I think you really need to go to your fundamentals and get your awareness and kind of marketing strategy down right. Can you maybe talk about you know some of the members that are part of the ANA, a lot of people may not know who the ANA is and they may be interested in joining, you know  who are the types of companies that join and you know, how do you become a member?

Duke: Sure, so we have over a 1,000 members, I think we’re pushing 1,100 members and they range, they range from a small marketer, maybe in existence just a couple years, may have a marketing team of one to five people, all the way up to the giants in marketing the Procter and Gambles of the World, the Coca-Cola of the world, where they have hundreds if not thousands of marketers. So, the range is incredibly broad and we pride ourselves on meeting the needs of marketers regardless of where you are on that spectrum, so there’s services we can provide to a Procter and Gamble and there are services we can provide to our smallest member that just needs help figuring out how to do a marketing plan. So, that’s important to us, we don’t want to be just serving the large marketers and we certainly don’t want to just service the small marketers, we want to serve every, all marketers in between. A couple years ago we changed our bylaws to allow associate members into the ANA and associate members comprise agencies and law firms and consultancies and organizations that are not what we would call client side marketers. So, we’ve really opened the membership up pretty well.

Arkady: And I’ll put links in the video below, you know where you can find information obviously, ANA.net and there’s great other articles and you have such rich content out there where you just have to register, it doesn’t cost you anything. So, stay tuned for the second segment, we’ll go a little bit deeper, we’ll talk about you know specific campaigns specific clients and where you see the future of advertising. Thank you.

The post #MotusTips: Meet Duke Fanelli CMO of ANA Part 1. appeared first on Motus Media.

Collaboration with John J Taormina our guest writer.

The post Motus Media’s take on Net Neutrality. appeared first on Motus Media.

ads.txt: is basically a means for regulating unauthorized re-sale created by IAB’s Tech Lab.

To maximize yield, publishers tend to employ multiple different SSPs solutions simultaneously.  As such, there is a finite list of authorized supply-side affiliates/technologies associated with each publisher.  Have a look at this actual ads.txt file from The New York Times:  http://www.nytimes.com/ads.txt Only the names and seat IDs listed in that plain txt file are controlled [or have been granted the right to be controlled] by the legitimate party offering this inventory up in the exchanges— whichever team at The New York Times corporate office it is that heads up the publications programmatic outfit.

What does it mean for buyers? What it means is that any nyt.com-domain bid requests coming from sources other than those on that list are illegitimate, i.e. “counterfeit” inventory.  They bear no connection to any actual advertising inventory found on nyt.com.  Imagine buying a pair of Nike Air Jordan’s shoes from a street vendor, only to find out that they are counterfeit knock-offs.  Nike receives zero profit for the sale of this counterfeit product, and the unfortunate buyer has paid an expensive rate for a piece of fake merchandise.  The scenario I’ve described is very similar to the unauthorized resale phenomenon that has been plaguing AdTech of late.

Such a high volume of counterfeit inventory is floating around that the going rates for valid traffic are being skewed.  As one can imagine, ultimately this problem is significantly hurting the publishers bottom line.   At the same time, demand that is unknowingly purchasing this counterfeit inventory is getting ripped off, in that agencies are not even reaching the audiences that they bid top-dollar to try and access.

1. A) market rates are skewed/unnatural
2. B) agency dollars not only wasted, but also directly funding the issue

“Counterfeit inventory comes in many forms, but it typically results in real media spend not reaching legitimate and deserving publishers. Ads.txt helps publishers reclaim control of their media, brand, and rate card. This means more of an advertiser’s spend can get to the domain owner through their approved sales channels, and not be wasted on counterfeit inventory.”

source: https://iabtechlab.com/how-to-ads-txt/

While oftentimes it’s not that case when facing problems in the space, here we need to put the blame on the Supply side this time.  Resources should be invested in pinpointing the source of this unauthorized resale of counterfeit inventory, and holding responsible the parties accountable.  To penalize Demand-side buyers for not checking the ads.txt file of every single domain they get passed bid-request from is a bit ridiculous but, as it stands today, completely necessary.

Another benefit of running campaigns across only Ads.txt approved publishers is you can create a very transparent and relevant “whitelist” of where you want to run.   Here at Motus, several campaigns have requested Ads.txt “whitelists” where we’ll craft a safe and relevant list of Ads.txt sites that match the advertisers goals.     Once this list is implemented, the brand can comfortably know that there won’t be any questionable sites integrated into the  campaign.  This is a sigh of relief in many cases where established brands don’t want to be associated with “questionable” sites that may have extreme views and caught in the crossfires of watchdog companies like Sleeping Giants.

Is Ads.txt perfect?  No, it’s not just yet, but it’s definitely a move in the right direction.   Ads.txt does not guarantee “fraud-free” traffic.   You basically need to trust that the publisher or authorized seller or reseller does not inflate traffic by mixing in legitimate traffic with traffic from bot networks.  Bottom line, it’s good to mix in or exclusively use whitelists on branding campaigns.  That said, your users most likely be visiting non-ads.txt sites where you could successfully influence them with advertising, retarget them and build up valuable cookie pools, but we’ll leave that for another discussion.

If you would like to learn more about ads.txt and white label strategies that Motus is implementing with clients like the ANA please reach out to info@motusmediagroup.com.

Written in collaboration with John J. Taormina and Arkady Fridman.

John J. Toarmina  is a digital marketing expert with over 3 years experience with DSP’s, Publishers and Programmatic video platforms.

Arkady Fridman is the founder of Motus Media and heading strategic media buying.

The post Is Ads.txt the future of safe programmatic advertising? appeared first on Motus Media.