Motus Media is not a data broker or ad network. Motus Media is a digital advertising and marketing agency (Agency) that uses software and technology platforms (Platforms) to help businesses, organizations and advertising agencies (Clients) manage their Internet advertising and marketing campaigns in the most efficient way possible across third-party websites and other digital media properties (including mobile and TV apps) and intermediaries that have integrated with the Platforms we use (Sites) (collectively, the Services). Our Clients and Sites own their own data, and Motus Media has only limited rights to process their data on their behalves for the purpose of providing the Services. We may process your data when you (an Internet user) visit a Site and grant permission (“opt in”) to access your data on that Site for the purposes of delivering quality advertising and marketing experiences to you on behalf of our Clients.

What is this document
We take privacy seriously and want to be transparent about the data processed on the Platforms. This notice describes our Platforms and Services and explains how we may process your data. We also will explain how you can manage your privacy choices and exercise your rights to your data.

To ensure privacy, Motus Media and its Platform providers comply with the EU General Data Protection Regulation (GDPR) e-Privacy Directive and support initiatives for self-regulation, including the Internet Advertising Bureau (IAB) GDPR Transparency & Consent Framework.
If you have any questions or comments regarding this notice, please see the “contact us” section at the end of this notice.

Your choice
You can opt out of receiving the tailored advertisements shown on our Clients’ Sites via the Platforms we utilize in your current browser. https://pixel.motusmedia.co/opt-out
Please note that Cookies and other device IDs are different on different browsers and devices. This ‘opt-out’ only applies to the browser on this Site and this device.

What we do
Motus Media is an advertising and marketing services company. Our Clients include businesses, advertising agencies and organizations that use our Services to run their Internet advertising and marketing campaigns. Motus Media does not provide services directly to any consumers. We use Platforms provided by software and technology providers that allow us to remotely access and buy advertising on the Sites on behalf of our Clients.

Third-party advertising platforms enable Motus Media to a) buy the most relevant advertising inventory corresponding to the parameters of the Client’s advertising campaign as submitted by the Client to us and b) deliver the Client’s advertisements to the Sites (collectively, the Ad Platforms). This is how our Ad Platforms work:

1. The Sites send notices (bid requests) to the Ad Platforms when an advertising space (Inventory) becomes available. Each bid request contains the description of the interests of the audience that is likely to see the advertisement.
2. The Ad Platforms compare the description of the audience under the bid request with the parameters of the Client’s advertising campaign. If they match, the Ad Platforms automatically make a transaction to buy such Inventory and deliver the advertisement to the Site on behalf of our Clients.
3. As a result, the Client will show the advertisements to the users who are likely to have an interest in the Client’s advertisements. The Ad Platforms help to make online advertising more relevant and not generic and consequently help to keep the Internet meaningful and free. Our clients are likely to pay more when their advertisements are tailored to your interests, which may allow the publishers of the Sites to provide their content to you for free.
The Platforms Motus uses also include other tools that measure the effectiveness of the Client’s advertising campaign and prevent fraudulent activities and malware.

Do we collect personal data?
Motus and the Platforms we use do not collect personal data that identifies you (an Internet user) in the ‘real world’. When you visit a Site, we do not know your name or email address or any information that directly identifies you. We take care to ensure that we do not collect any information that tells us who you are.

When the Sites send bid requests (as explained in section What we do above) to the Ad Platforms, these bid requests may include some information about you including your IP address, unique device identifiers and the latitude and longitude of your device when you view a Site or use a mobile app. This information (including IP addresses and certain unique device identifiers) may identify a particular computer or device, and this type of information is considered ‘personal data’ in the European Union. When we receive such personal data from the Sites we act as an independent controller (and never as a joint controller with the Site from which we receive such data).

What data is processed
We may also process certain data for and on behalf of our Clients relating to your interaction with the Sites, such as:
The type of browser used by you and that browser’s settings;
Information about your device’s operating system;
Information about Cookie IDs and other device IDs;
IP addresses from which your device interacts with the Site (IP addresses may be encrypted as required by applicable laws);
Information about your activity on the Sites, including time of activity and URL;
Information about the approximate geographic location (city, region, post code) of your device when it accesses the Sites derived from the IP address information or GPS data.
The Platforms may receive the data from third parties for use in our Clients’ advertising campaigns; in doing so we will always act strictly in accordance with the permissions and restrictions imposed by the third party providing the data. We may also use data received from other sources (not from Motus Media) and other data that identifies the Client that is collected as a result of or generated by Motus Media’s use of the Platforms (Client Data). When Motus Media receives the Client Data, in legal terms Motus Media and its Platforms partners process the Client Data on behalf of our Clients. Furthermore, Motus Media acts as a data processor and is bound by the instructions of the Client when Motus Media processes such Client Data. Motus Media gives such instructions to the Platforms we use, and Motus Media’s instructions are recorded by the respective Platforms. Motus Media does everything in its power to ensure all Client Data used on the Platforms is collected and used according to applicable laws and consumer data practices. While this notice may also explain how Motus Media may use the Client Data when using the Platforms, this notice does not apply to the use of the Client Data outside of the Platforms.
For the purpose of providing the Services, the Platforms collect and process the Client Data used by the Platforms for bidding and delivery (bid requests), the data derived from or generated by the use of the Platforms and the data relating to any error, issue or enhancement to the operation or use of the Platforms. In order to provide the Services, the Platforms may process the following data:
Cookie ID / Pixel ID
The Platforms generate a unique device ID for every new device that interacts with a Site. The unique device ID is included in a Cookie stored in the user’s browser. By default, the Cookie expires 30 days after the last interaction. [The device ID is usually generated as a random number or sometimes combined with an ID generated by the browser and device configuration.]

Mobile Advertising ID
A Mobile Advertising ID is a technical ID on a smartphone operating system (such as Android and Apple iOS) that is under the control of the user and owner of that device, and the user can reset this ID at any time.
Cross-Device IDs
The Platforms generate Cross-Device user IDs by using its algorithms to try to link devices and identifiers belonging to the same user.
Partner IDs
The Platforms may automatically exchange pseudonymous IDs with their business partners. These IDs are strictly pseudonymous on both sides.

How data is processed
The Platforms use the following technologies to process the data about web browsers and devices across the Sites and over time:
Cookies. A Cookie is a small text file that is stored in a web browser by a Site or placed on the Site by Motus Media in order to provide the Services via the Platforms. By saving information in a Cookie, the Sites and Motus Media can remember preferences or recognize web browsers from one visit to another or from one website to another. Motus Media may also use alternative methods with the functions similar to Cookies in order to identify unique browsers or devices. For example, Apple iOS and Google Play Services for Android provide unique IDs for advertising.

Beacons, pixels, tags, mobile SDKs. Beacons (including clear GIFs or 1×1 pixels) and tags are items included in a webpage that enable the Platforms to collect data, serve advertisements, and measure ad effectiveness or prevent fake ad traffic. They do this by allowing communication between a web browser and a server. A beacon is a small transparent graphic that is placed on a webpage. A tag is a small element of the website code that is run by the web browser. An SDK is an element of the computer code included by the developers in their mobile applications.
We may also receive the data from our Platforms or Sites via server-to-server connection, or via secure file transfer.

Use of Cookies
We may use Cookies for different purposes. When we refer to the term ‘Cookie’, we mean various device identifiers not limited to Cookies. Cookies enable the Platforms to serve targeted advertisements to you, to evaluate how efficient the Clients’ advertisements are, and to see your ‘opt-out’ choices. The use of Cookies helps the Platforms to recognize the web browsers and to store data for advertising purposes. The use of Cookies allows the Platforms to store data about the delivery of ads for reporting purposes (for example: which advertisement was shown, the frequency an advertisement was shown, and the last time an advertisement was delivered to a particular browser).

How data is used
We use the data processed by the Platforms for the purposes of providing the Services to our Clients, in particular:
To analyse and report on advertising performance: the data processed is attributed to each of our Client’s particular advertising campaign, so Motus Media and the Client can monitor the performance of the said advertising campaign;

To improve the online advertising experience and efficiency: the Platforms help Motus Media to decide on behalf of our Clients which advertisement to show to you or whether to show it and to display the Client’s particular products in response to users’ interest;

To limit consumers exposure to the advertisements and facilitate more relevant advertising to you: for this purpose, we use Cross-Device IDs;

To satisfy your ‘opt-out’ requests based on your choices stored in Cookies and other IDs;

To detect not ‘real’ traffic, and to prevent fraudulent activities, including the use of robots, malware and other suspicious activities to generate advertising engagements such as viewing and clicking on advertisements delivered by the Platforms.
How data is shared
With Motus Media
Motus Media has access to the data collected, uploaded or used on the Platforms, and may have access to the data generated through their use on the Platforms.
With Third Parties
We may share information with our affiliates and third-party service providers (if any) who process the data for purposes that are described in this Privacy Policy.

The Platforms may also disclose the data as follows:
To a potential buyer (and its agents and advisers) in connection with any proposed acquisition of any part of our business, provided that we inform the buyer it must not use your personal data for the purposes other than disclosed in this Privacy Policy.

To any applicable law enforcement body, regulatory, government agency, court or other third party where in our opinion the disclosure is necessary (i) as a matter of applicable law or regulation, (ii) to exercise, establish or defend our legal rights, or (iii) to protect your vital interests or those of any other person;

To any other person with your consent to the disclosure.
Legal Basis for Processing
If you are an Internet user from the European Economic Association (EEA), Motus Media and the Platforms collect and process your personal data (if any) only where we have your consent or a legitimate interest to do so depending in each case on what data is processed and the context of the processing activities.
For example, the Platforms may rely on their legitimate interests when they process Cookie IDs for advertising-related purposes (as explained in ‘How data is used’ above). Where the Platforms process the data on behalf of Motus Media when providing the Services, we may process your data on the basis of consent obtained by our Clients, or if our Clients have a legitimate interest to use your data on the Platform.

Data Retention
The Cookies sets by the Platform expire 30 days after the last interaction.

Mobile Advertising IDs may be reset by mobile users, and the Platforms do not have control of any Mobile Advertising ID. We will see the same Mobile Advertising ID until it is not changed by the mobile user.

Advertising ID information (as explained in ‘What data is processed’) may be stored for up to 13 months (for EEA users), and longer for users from other regions.

International Data Transfers
Users’ data may be transferred to and processed in countries outside of the European Union, where data protection laws may be different from the laws of the European Union. If the Platforms transfer your data to third parties outside of the European Union, your data will be processed outside of the European Union. The Platforms and Motus Media are committed to taking appropriate safeguards to ensure an adequate level of data protection in accordance with this Privacy Policy by the recipients outside of the European Union.

Security and integrity of your data
Data Security
The Platforms have implemented reasonable security measures to protect your data collected, used and processed by the Platforms on behalf of Motus Media and our Clients. The Platforms use encryption and pseudonymisation. The Platforms may store data and their related technologies only in Tier 3 or Tier 4 data centers, classified according to official data center classification.
Please note however that no method of electronic storage or Internet transmission is entirely secure. The Platforms take commercially reasonable efforts to protect your data, but Motus Media and the Platforms cannot guarantee its absolute security.
Also the Sites where the Platforms serve their advertisements may have data protection and privacy practices practices that differ from ours. We do not control and cannot be held responsible for the content of the Sites and data collection on the Sites by any third party. You are advised to consult the respective privacy policies of every website you visit.
Data Integrity
The Platforms process your data in a way that is compatible with and relevant to the purposes for which it is processed. To the extent necessary for those purposes, the Platforms are committed to taking reasonable steps to ensure that your data is accurate, complete and reliable for its intended use.

Your privacy rights
You have the following privacy rights:
You can opt out from having a Cookie identifier stored on your device when ads are shown by our Clients from the Platforms. Please refer to the next section

Your privacy choices.
You can request deletion of your personal information at any time by sending an email to privacy@motusmediagroup.com
You can object to the processing of your personal information, ask us to restrict processing of your personal information or request portability of your personal information (for EEA Internet users only) at any time by sending an email to privacy@motusmediagroup.com

You can withdraw your consent to use the Platforms that you have given to any Site at any time on such Site according to the procedure set out in the Site’s privacy policy. For the avoidance of doubt, the lawfulness of any processing conducted by the Platforms prior to your withdrawal and any processing conducted in reliance on a lawful processing basis other than consent shall not be affected by your withdrawing of consent. You can register a complaint to a local data protection authority for any allegations that your personal data has been used in a way that is not consistent with this notice or applicable legislation.
Your privacy choices
You can ‘opt-out’ of receiving the tailored advertisements shown by our Clients from the Platforms in your current browser. To ‘opt-out’ or ‘opt-in’ please visit the following page: https://pixel.motusmedia.co/opt-out

The ‘opt-out’ mechanism works as follows. The Cookie previously set in your browser is deleted and replaced with the Platforms ‘Opt-out Cookie’ indicating your ‘opt-out’ only. Please note:
Your ‘opt-out’ will only opt you out of tailored advertising delivered by our Clients through the Platforms in this browser and not other browsers you use.
If you ‘opt out’, you will still see advertisements, but they just may not be relevant to your interests. The Platforms may also continue to process your data information for purposes other than delivering tailored advertisements as explained in this Privacy Policy.

If you delete Cookies in your browser, this may delete the Platforms ‘opt-out’ Cookie and then you may need to update your ‘opt-out’ choice for that browser.
To ‘opt out’ of receiving the tailored advertisements on your mobile devices, you are suggested to consult your device’s settings and instructions provided by the device manufacturer.

Interactive Advertising Bureau Europe
The Platforms and Motus Media adhere to the principles of the IAB Europe EU GDPR Transparency & Consent Framework.

Changes to this notice
We may update this notice from time to time, so you should review this page periodically. Changes to this Privacy Policy are effective when they are posted on this page.

Contact
privacy@motusmediagroup.com

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Arkady Fridman, Founder at Motus Media a boutique media buying agency specializing in Programmatic, Social, Content and Performance marketing, chats with Jonah Stillman at the 2018 Advertising Week New York Event at the Target room to talk about how to market to Gen Z in under 10 Minutes.. The 19-year-old, along with his father David, are known as the “Gen Z Gurus” – they wrote the book on the topic of Gen Z and the workplace, delving into the relationship that Gen Z has with not only careers and their futures, but also how they communicate, workstyles, and more. Jonah has become something of a micro-influencer himself.  Their book is called Gen Z @ Work: https://www.amazon.com/Gen-Work-Generation-Transforming-Workplace/dp/0062475444

Additionally, Jonah has worked with a range of prominent companies and organizations to help them bridge the Gen Z gap – including 3M, Microsoft, Linked-In, Intuit, the NFL, and TED X, among others.  He’s an entrepreneurial-minded individual and can certainly speak to the latest trends and how companies are changing the way they market to Gen Z in this new age.

Jonah graduated from high school in 2017 and is pursuing a life as an entrepreneur. Growing up, for 10-years Jonah competed on the national US circuit in snowboarding. He was ranked in the top 5 in the US before hanging up his helmet to pursue working with his Dad in the generational field.  Jonah and a team of peers conducted one of the first national surveys about Gen Z’s workplace attitudes. The eye-opening results ignited Jonah’s interest in keeping the dialogue going. After growing up watching his dad – David – be the voice of his generation, Jonah is excited to be a voice of Gen Z. He is the youngest speaker on the circuit and has already shared his insights on Gen Z with CNBC, MSNBC, and CBS and was recently featured in Fast Company, TIME, INC, Forbes and the NY Times. Success Magazine voted David and Jonah in the top 25 most influential speakers and authors for 2018.

The post #MotusTips: Meet Gen Z Marketing Guru, Jonah Stillman. 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. 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:
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#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.

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