Content Queens: Why It’s All About Video Ads Online

Content Is Queen - Marketing Trend: Online Video Ads - Social Stylate

Video Advertising Shows No Sign Of Slowing Down

Happy Holidays! Julia Johnson here, Social Stylate’s Graphic Designer. Last month we spilled the secrets of advanced advertising and the creepy tricks they use to find their audiences (and companies pay lots of money to buy information on your browsing history through your IP-addressed devices). I’m back this month to dive into how those advertisements are designed from a content perspective. Once they have your IP address in their cookie-dropping crosshairs, why are they throwing more video advertisements in front of you than ever?

You may have noticed that the online ads you see today are mostly in video format (Facebook users will certainly notice this!). Publishers have been growing their video advertising business for the past decade. Back in the day (well, ten years ago), static banner ads were king: a 300×250-pixel billboard vying for your attention like a tiny billboard. Why the shift? Video advertisements hold the viewer’s attention much longer and can be required viewing before video content the user actually wants to watch. More time with your eyeballs equals more ad revenue! Combine that with the sophisticated analytics tools available to publishers and agencies and advertisers have more insight than ever into what their ad money is getting them. Remember those cookies that ads are dropping on your browser to make them reappear on other networks? Well, they’re nabbing some other info while they’re at it. When a video ad populates on the page it’s snapping all sorts of data – what percent of the video you’re watching, whether or not you’re clicking, hovering, and whether that ad is actually resulting in a sale of their product (yes, they can track that entire path, and it’s known as conversion).

Not only has there been a seismic shift in the type of ads you’re seeing, but these ads are increasingly engineered to hold your attention. Have you ever watched a funny video only to find out it was an ad?

Bill Gates famously stated in 1996 that “content is king.” This mantra still holds true to content creators across the internet, and blurring the line between ad and content is definitely en vogue. The emergence of User Experience has played a role in this as well. Advertisements fashioned to look like actual content are in high demand not just because it’s a better user experience, but they actually stand a chance of entertaining their audience – and being remembered for it! That’s marketing gold! Some of the newest trends trim the ad down very short – down to six seconds long in some cases. Some believe that this is the future of digital video ads.

Whether you’re in front of a screen or not, advertisements whip around us every day, each one vying for a bit of our attention. Finding and courting a new customer is a very different game than it used to be with the emergence of digital analytics. For better or for worse, increased calibration to an audience’s preference shows no sign of slowing down. In the meantime, take some time to enjoy a little unplugged time with your favorite people. Happy Thanksgiving!

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I Know What You Shopped For Last Summer

Advanced Advertising: How Brands Are Finding Their Audience

Happy Halloween Season! Julia Johnson here, Social Stylate’s Graphic Designer. This month we’re feeling a chill down our spine, and it’s not just because of the crisp weather! I’m here to spill the secrets on how products you’re secretly (or not so secretly) checking out online are haunting your browser.

We’ve all experienced it: you’re checking out a cute new sweater (it’s Fall, after all!). You close the tab and move on to Facebook and, like some kind of internet ghost, the sweater reappears! Nestled into a Facebook ad, or a 300×250-pixel banner on a new tab, its siren song beckons you to take another look. It’s only been a few minutes! How does Facebook know?! Wait, is it Facebook? A sleuthing ad agency? Big Sweater? Have you ever wondered what sorcery is going on behind the scenes?

Well, you’re crazy and it’s a complete coincidence. Maybe you need a hobby. Happy Halloween.

Just kidding, it’s advanced advertising.

John Wanamaker, marketing pioneer and merchant extraordinaire of the early 20th century, famously stated: “Half of the money I spend on advertising is wasted; the trouble is, I don’t know which half.” With the emergence of the Internet, it didn’t take long for advertisers to monetize the square inches of the screens we look at every day. The original model of online advertising, much like Wanamaker’s method, mimicked that of billboards and magazine ads: place your ad where your demographic is most likely to see it. By today’s digital standards, this strategy is not only outdated but downright sloppy.

The data available for companies to locate their demographics and their shopping habits grow with every click. That same data is leveraged with sophisticated ad serving technology. Large companies purchase datasets of demographics (age, gender, household income, homeowners, pet owners…) collected through the IP addresses of their various devices (computers, tablets, phones) for targeting. The result is audience targeting with homing laser-level precision. On top of that, they can drop a cookie on your browser when you visit their site and now you’ve got a sweater ghost on your hands.

It’s a little freaky to think that a corporate entity is spending (lots of) money to get your demographic data. Before you grab your tin foil hat, know that your identity is never more to these companies than a literal number. That is, the IP addresses you’re browsing on. There is a slew of popular tools designed to identify and block trackers. The advertisers out there certainly know that knowledge is power, and it is for you too! Hopefully this tale of the advanced ad serving world wasn’t too scary. Don’t forget to clear your cookies and browser cache once in while. Happy Halloween!

 

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Client Spotlight: Ally May Associates

ally may associates - sothebys atlanta - social stylate

Social Stylate is excited to be working with Atlanta-based real estate powerhouse Ally May Associates on her social media strategy.

A native of Atlanta, Ally May studied Hospitality Management at the University of South Carolina. After several years as a Catering Manager for high-end hotels in Atlanta and then Charleston, S.C., Ally returned home and redirected her career into real estate.

During Ally’s first year, she was honored as Rookie of the Year with a production of more than $7 million. The momentum has not stopped and neither has the fun! Ally has been in real estate for over a decade and calls the Old Fourth Ward neighborhood home, but her area of business covers greater Atlanta, GA. We asked Ally to share some insights on being a successful woman in the real estate market.

When did you realize that real estate and homes were your passion?
I believe the passion has always been there. Growing up our family would always drive around for hours looking at neighborhoods and exploring the city we lived in or were visiting. I still drive around trying to find streets I have never been down with my 2 dogs in tow and a podcast playing.

You got your start in Catering and Hospitality Management. How has that helped or related to your career in Real Estate?
One goes hand in hand with the other. After college I worked my way up at a luxury Buckhead hotel, Swissotel, first working at the front desk, to head concierge then catering manager. I then moved to Charleston, SC and was on the opening team of another luxury property, Market Pavilion Hotel. I handled all of their social and corporate catering business. I was 29 when I moved back to Atlanta and assumed I would continue in the hospitality business there then had a realization that I loved the client personal interaction but did not love the late nights. It was easy to handle a hospitality schedule in my 20s but couldn’t maintain the late hours till midnight and 1am anymore. I realized real estate was really not that different. If I was handling the planning of someone’s wedding or helping purchase/sell a house is was essentially the same. It was a highly personal, highly emotional experience and one of the biggest financial decisions or their lives. The commonality of the two was uncanny. It literally was the perfect segue of career.

Tell us about your first job in real estate.
My very first listing was in Midtown Atlanta. It was the most kind and patient seller who was moving out of state. He heard of me through word of mouth of a friend and was somehow under the impression I had a few years of experience. Once we met and he realized it would literally be my first listing, he still had faith in me. Once listed I received an email from a seasoned agent telling me I was listed too high and I would never sell at that price and clearly, I wasn’t familiar with the neighborhood. I literally put my heart and soul into that first listing personally planting flowers out front and helping re-arrange and stage the interior. We went under contract actually quite fast close to list price and the buyer’s agent was an angel and still a friend. I told her it was my first transaction and after closing she wrote a letter to my broker telling her what a good and professional job I had done. The magic doesn’t stop there… At the closing table, I met the buyer for the first time and we became instant friends. Fast forward and I have had the pleasure of watching her marry a fabulous & kind man, have 2 phenomenal children and even re-sold that same house about 10 years later.

What do you enjoy during your downtime, if there is any?
I spend any downtime I have walking and hiking in the woods. My sister and I have always believed in the power of Shinrin-yoku, a meditative experience of being in the woods. I also love to paddle board and when the weather is nice always have my two inflatable paddle boards in the back of my car. I literally disconnect from my phone and just immerse myself in nature.

You post a weekly Monday Mantra. Do you have a personal mantra or saying you use to center yourself?
Hustle.

What do you love about your hometown of Atlanta?
What’s not to love… I was born and raised in Chastain Park and went to Westminster from pre-first through high school. Some of my closest friends are from my childhood and I always say Atlanta is essentially a small town. There has been a lot of change and development with the booming economy lately but I love seeing how the city has preserved and is even growing all of the green space. Chastain Park, Piedmont Park and now The Beltline are gems.

More on Ally May
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Stephanie Olson Is Reinventing The Agency Model

Stephanie Olson - We Are Rosie - Social Stylate

Stephanie Nadi Olson’s open agency, We Are Rosie, is changing the status quo.

Social Stylate is thrilled to be working with We Are Rosie, an Atlanta-based agency that helps businesses with their traditional and digital marketing, strategy, advertising, media, and more, with an employee-first focus. We Are Rosie‘s owner and founder, Stephanie Nadi Olson, launched the company to connect people looking to work in non-traditional ways with meaningful work. Based on a client’s objectives, Stephanie assembles powerhouse teams of diverse, talented individuals who all work remotely. Why? Because she believes that work in a way which provides work-life harmony, will deliver superior results.

1. Tell us a little about yourself and your career.
Professionally, I am the owner and founder of We Are Rosie, a digital marketing agency that connects companies to expert talent. Previously I worked for media companies like Microsoft and OATH (formerly AOL). Personally, I am a wife and mother of two children and two rescue pups. As the daughter of a refugee, I whole-heartedly believe in giving back and am passionate about human and women’s rights, domestically and globally. I am heavily involved with the Atlanta Birth Center, Atlanta Humane Society, and am the founder of the Atlanta Refugee Supper Club, an organization that pairs recently resettled refugee families with American hosts for a supper club, benefiting refugees.

2. What prompted you to launch We Are Rosie?
I was hearing from a lot of people who had absolutely incredible talent and experience, and who wanted to work in non-traditional ways. I thought that I could be the person to make this happen. I created We Are Rosie to offer our clients and consultants a human-centered way of connecting with the right teams of talent to move their business forward.

3. You went to Georgia Tech to be an engineer. When and how you did you fall in love with digital media?
Funny story actually. I went to GT to become a Biomedical Engineer. I didn’t even know what that was when I signed up for it, but it sounded mildly more appealing to me than Electrical or Mechanical Engineering. After I received two D’s during my first semester in Calculus 2 and Computer Science, I was horrified. I went to my professors and convinced both of them to change my grade to a C. Then, I promptly changed my major to Business Management to avoid those types of classes in the future. This turned out to be one of the best decisions of my life.

When I graduated from school, I was selected as the first person to go through Microsoft’s College Hire Program for their digital sales team. It was such an honor and I had the privilege of working alongside some rockstars. I never looked back.

4. Were there any challenges when starting We Are Rosie?
Only a million. There was the really basic stuff that I had no clue how to do: incorporating a company and registering it with the state, getting business insurance, registering as a certified women-owned business, negotiating a lease, marketing, hiring, sales, accounting, setting up business accounts for everything from Slack to Google to DocuSign, deciding where and when to invest money for growth, positioning, and on and on.

I tell people that I feel like I earned an unofficial MBA in my first 6 months.

I don’t say this to scare anyone away. Every single challenge was worth it and has made me stronger, faster, and smarter. Throughout all of these challenges, I have built the most incredible network of supporters, mentors, and brand advocates. Asking for help is the single most important skill any entrepreneur can have and I certainly didn’t do any of this alone.

5. How has the advertising/marketing world changed since you started in the industry?
When I first started in the industry, everything was managed service (no self-service platforms to be found) and digital teams were still working to prove their value within marketing organizations focused on traditional media. I remember meeting with an SVP of one of the largest hoteliers in the world and telling him how important remarketing would be to driving conversions. He looked me square in the face and told me he would never allow remarketing. This was in 2007. Today, he has an entire team within his organization focused on retargeting, audience segmentation, and data management.

This story illustrates the massive shift in mindset to digital. It also highlights the way data has transformed our business. With the rise of digital, we are able to learn more about consumer behavior and patterns than ever before. Marketing teams are able to harness this data to build better connections.

6. Describe a typical workday.
I don’t think I really have a typical workday. It can vary wildly from one hour to the next and certainly from day to day. For the sake of illustration, I will run down my to-do list today:
– Wake up with 5 year old’s feet all up in my face. Then our rescue mutt, Christmas, climbs up and begs for belly pets.
– Shower and get dressed while my amazing husband gets the kids fed and ready for school.
– Drop off my 2 year old at school. Read her a story before hitting the road. She cried today when I left. I almost did too.
– Call consultants who have started projects this week and see how everything is going from the car. I am always on the phone in the car, trying to tackle pieces of my to-do list.
– Breakfast with CSO and President of agency holding company. We discussed a larger partnership. Exciting!
– Meet with my Marketing team leaders to discuss updates to our strategy across all platforms.
– Review our social strategy and provide feedback.
– Begin scoping 3 new projects for new partners.
– Interview consultants wanting to enter our network on the phone.
– RSVP to my brother’s 40th birthday party.
– Introduce some people to each other who I think can do some cool shit together.
– Talk to Women In Wireless about an upcoming speaking engagement. I can’t make the date. Introduce them to one of my badass friends.
– Run to pick up my 2 year old from school as we don’t have childcare today.
– Call my Assistant from the car to discuss travel arrangements for the 3% Conference.
– Collect my 2 year old, review her art creations, drop her off with grandma. Spend 5 mins cuddling my 5 year old before heading back to the office.
– Meeting with my Operations lead and Account Management lead to discuss process improvements.
– Review research provided about Salesforce vs Bitrix24 as a pipeline management tool
WTF is this wheel of death on my computer?!? Call my husband in a panic.
– Call with friend to help her negotiate a fair rate for consulting.
– Reboot computer; wheel of death resolved.
– Internal team call for our largest client.
– Respond to inbound emails from prospective clients and consultants
– Call with one of our tech partners to share feedback for system upgrades we need to continue using their platform.
– Spend an inordinate amount of time trying to get our logo to the right size in my email signature- GAH!
– Back and forth negotiation on MSA terms for a new client.
– Planning meeting for our neighborhood Halloween Parade.
– Complete this interview
– Handwritten thank you notes to some people that really helped me out in a big way today.
– Sign up for something to bring to 5 year old’s school Halloween party.
– Catch up on 30 texts I’ve neglected throughout the day.
– Phone turned to silent.
– CRASH

7. What are your favorite work tools, websites, apps, etc.?
We love Slack and Sococo for workplace communication. I love this website Maisonette for the kiddos, I read The Hustle to keep up with the world and CNN to keep up with the news, when I can emotionally handle it. Netflix is my go-to for unwinding at the end of the day.

8. What inspires you and fuels your creativity?
I am inspired by the boundless possibilities of how many lives we can touch with this business. Simply put, I want to change the world and the way people work. We’ve had so much traction since we launched and it’s really pushed me to imagine what is possible. And it’s really f*cking exciting.

9. What advice do you have for those looking to go from employee to entrepreneur?
Take time to think about your core values as a person and ensure they are aligned with your business goals and objectives. Get advice from people smarter and more experienced than you, and then follow your gut. Ask for help.

10. Who is a #BossLady that you admire and why?
My mom, Patricia Nadi. She skipped college and jumped right into the workforce. She raised 3 kids while hustling her way up a corporate ladder that was even less friendly to female leaders than the one we experience today. She never complained and, to this day, is one of the hardest working women I know. On top of her incredible accomplishment in business, she is devoted to her children and 10 grandchildren. She’s the true definition of a boss

Just for fun…
1. I love it when Hypnotize by Notorious BIG comes on the radio.
2. Favorite thing to do in the fall: Watch football, be outside in the amazing fall ATL weather.
3. I could read Milk & Honey by Rupi Kaur over and over again.
4. Longest I’ve gone without checking my email: I don’t want to answer this.

 

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