Archives par mot-clé : marketing

Oath Unveils RYOT Studio as Its Global Creative Studio for Brands and Agencies

NEW YORK–(BUSINESS WIRE)–Oath, a subsidiary of Verizon (NYSE, Nasdaq: VZ), announced today that
it has unified and expanded its content marketing initiatives under RYOT
Studio. With a presence in 14 countries across five continents, RYOT
Studio is a next-generation creative studio offering a premium
end-to-end content marketing solution that brings brands’ stories to
life. Capabilities formerly available through Partner Studio by AOL and
Yahoo Storytellers are now fully integrated into RYOT Studio.

“With continued growth in mobile, content marketing will be the key to
successfully building the brands of the future,” said John DeVine, Chief
Revenue Officer, Oath. “RYOT Studio is at the forefront of this
disruption, helping top agencies and brands build deeper relationships
with consumers with brilliant content marketing.”

Fueled by rich customer data, scaled distribution, premium publishing
and award-winning creative expertise, RYOT Studio works with brands and
their agency partners to match them with relevant publisher voices and
audiences. It is committed to crafting custom content that has a fresh
perspective on the human experience, using the newest and most
groundbreaking technologies to distribute content across diverse mediums
and platforms.

“At RYOT’s core is impactful storytelling that highlights the beauty of
humanity and inspires viewers to take action,” said Bryn Mooser,
Co-Founder, RYOT. “We look forward to pairing our international network
of creative expertise and curated talent along with Oath’s massive
global scale, investment in innovative technologies and digital,
mobile-first approach to expand our efforts around the world.”

The division works with brands and agencies to create successful content
marketing campaigns, including for brands like American Family
Insurance, Jack Daniel’s, Sleep Number and Sun Life Financial.

“RYOT Studio has shared our commitment to innovation, and we have found
a partner to help us share the benefits of quality sleep, in cutting
edge ways,” said Sleep Number VP of Media, Lisa Bailey. “From our
inspirational video series to developing compelling custom content
pieces, the RYOT Studio team’s content marketing expertise and execution
has enabled us to reach, connect and genuinely engage with our key
target audiences. »

RYOT Studio has a presence in Australia, Brazil, Canada, France,
Germany, Hong Kong, India, Italy, Japan, Singapore, Spain, Taiwan, the
UK and the U.S. It is a division of RYOT, part of Oath’s dynamic house
of media and technology brands.

To learn more about RYOT Studio, visit here;
to see how RYOT started, visit here.

About Oath

Oath, a subsidiary of Verizon, is a values-led company committed to
building brands people love. We reach one billion people around the
world with a dynamic house of media and technology brands. A global
leader in digital and mobile, Oath is shaping the future of media. For
more on Oath, visit www.oath.com.

Interview with Dvir Doron, Chief Marketing Officer, Cedato

On Marketing Technology

MTS: Tell us about your role at Cedato and how you got here? What do you enjoy most about being in video adtech?
I joined very early on following an impactful meeting I had Ron Dick, Cedato’s CEO. At the time I was busy working on my own project, but Ron’s positivity, passion and overall vision for the company’s future intrigued me. It seemed like an industry-changing idea and a great opportunity so I decided to come aboard. It was clearly the right move and I thoroughly enjoy my current position (Chief Marketing and Business Development Officer), which allows me to strategically contribute to several aspects of Cedato’s marketing and business development plans.

It’s a great time to be in the industry and I’m impressed by how quickly the space is evolving, particularly right here in Israel. Tel Aviv has emerged as an epicenter for some of the most dynamic and innovative video adtech solutions in the world.

MTS: How does Cedato power video transactions in a native ad marketplace?
Cedato has truly created a new model in the video advertising space. Our SaaS solution is designed to run omnichannel video programmatically to maximize value, monetization, and engagement for publishers. By providing the necessary infrastructure to run high-impact video across all formats and platforms, we’re able to give publishers an easy way to reduce latency and optimize yield from demand sources.

Also Read: Dreamforce TechBytes with Scott Brinker, VP Platform Ecosystem, HubSpot

MTS: What are the disruptive forces in the contemporary video adtech space?
Video advertising continues to evolve, in part due to its increasing popularity. The advent of header bidding particularly has been a game changer for our industry in the way it levels the playing field for publishers. When applied to video, header bidding makes it possible for publishers to monetize more efficiently than ever before.

Some have dismissed it as a ‘publisher hack’ but I see header bidding becoming an industry standard over time. It offers transparency and evens the playing field for everyone.

MTS: How should publishers determine if they need to rely on cross-channel Video OS?
In the past couple years the video space has shifted so much, which can be challenging for publishers to adapt to. There are several factors that contribute to the key decisions they face, including the myriad of screen options, the changing landscape of programmatic, advent of video header bidding, and the overall consumer shift to a mobile-first world. The accumulated effect of this is the publisher’s growing need for a modern stack, which gives them a more seamless way to handle these new changes.

Historically, video has represented the biggest revenue opportunity, and I think every publisher needs to carefully review how to maximize this.

MTS: Do you see programmatic video monetization platforms maturing enough to create fresh revenue streams for publishers?
Definitely. The market is constantly evolving, and publishers are gaining more power to monetize than ever before. Combine this with the rise of native and outstream, and there are now so many new inventory opportunities for publishers to maximize yield performance. But they must proceed with caution and be wary of solutions that aggravate users and negatively affect their viewing experience.

MTS: What tools does your publisher tech stack consist of?
We’ve built the tech stack with mid-sized publishers in mind, and it includes everything publishers need to run modern video programmatically. Cedato’s tech stack includes an intelligent, lightweight cross-screen player that can deliver ads to any device and unique outstream video units all within an open and customizable API.

Also within, a video ad server that’s powered by predictive algorithms and our hybrid video header bidding engine, and a self-serve UI that allows for seamless access, management and control. We’re pleased with the progress of this product, which provides publishers an easy to implement solution that takes into account the technology gap and budgetary constrictions many of them face.

Also Read:  Why the Ad Fraud Fight Needs a Global Approach

MTS: What are your thoughts on the AI revolution in adtech and how is your company preparing for a more AI-centric marketing world?
AI is somewhat of an overused term at this point, but it’s hard to discount the tremendous impact it has had on the advertising industry. Advances in machine learning have enabled executives to take the guesswork out of their jobs with the ability to contextualize ads to users based on specific insights into their search and consumption habits.

The vast amounts of data today’s marketers have at their disposal will make for a more efficient industry, reducing waste that comes from ads that are missing their intended targets.

This Is How I Work

MTS: One word that best describes how you work.
Value. I focus on what generates the most value/contribution.

MTS: What apps/software/tools can’t you live without?
Apart from the usual set of Google apps, I live by Asana, a great task management tool, and by Hubspot, helping me get my bearings on all our marketing and sales efforts.

MTS: What other startups or technology platforms are you watching/keen on right now?
Analytics/BI, and obviously everything that’s happening on the video space.

MTS: Do you have a work-related shortcut or productivity hack to share with our audience?
I live by David Allen’s GTD (Getting Things Done) method, at least I try to. I recommend his 2-minute rule on deciding how to handle a new task/email – if you can get this done quickly (like within 2-5 mins) just do it right now. If not – process this for later. This helps me streamline my day, being responsive to others and also not letting external interruptions manage my time completely.

MTS: What are you currently reading? (Or what news sources do you read, and how do you consume information?)
Just finished reading Homo Deus by Yuval Noah Harari. An inspiring review of where our device and data-obsessed culture is leading us.

MTS: What’s the best advice you’ve ever received?
Embrace volatility. It may sound straightforward, but it really isn’t. We all have an innate resistance to change and I try to be as flexible as possible.

MTS: Tag the one person in the industry whose answers to these questions you would love to read:
Evan Spiegel.

MTS: Thank you Dvir! That was fun and hope to see you back on MarTech Series soon.

Top Real Estate Agent Dawn Dause Sponsors New Home Listing Video Pages On YouTube and Facebook For …

Dawn Dause, founder of The Dawn Dause Group and #1 RE/MAX agent in Plainfield, IL sponsors the only updated-daily, home listing video sites in existence for the cities of Plainfield and Shorewood, Illinois titled “Plainfield Living” and “Shorewood Living”. The publisher of both city pages is Downers Grove, Illinois resident Mark Imperial, founder of Imperial Action, with offices in Oak Brook, IL and Naperville, IL. Imperial Action is the only Digital Agency specializing in home video listings for Realtors and Lenders with a radio program on-the-air.

Explaining the Home Video Listings process, Imperial said, “We are fortunate to be able to promote these pages on radio, online, along with other media. Folks who want to sell or purchase a home want to know their Realtor is current with all the ways people prefer to research homes, and the number one way has always been videos and photos. By sponsoring both ‘Plainfield Living’ and ‘Shorewood Living’, Dawn assures her sellers and buyers they are covering the biggest places where sellers and buyers are — including Google, YouTube, and Facebook. Our system provides marketing that the ‘big’ real estate sites do not and cannot provide, which I share with agents and lenders on a 10-minute demo by phone”.

When asked the benefits for the consumer, Imperial explained, “You know how when you search for an address of a home you want to buy, you mostly see just static listings? Our videos stand out, and because the buyer prefers to watch a video of the home, they watch and are immediately given the agent sponsor’s contact info so they can call the agent to tour the home. Once they see one video, they are shown more videos from the agent or lender, and the buyer will immediately know that these YouTube and Facebook pages have all of the videos of homes in the city they want to search. For the page sponsor(s), this of course, all leads those folks to the 1 Agent or 1 Lender who sponsors the city page.”

Imperial clarified that the pages are compliant to local Real Estate codes of ethics by stating “The benefit is that our sponsor’s contact information is given first thing on every home listing video. However, if the listing belongs to another agent, to remain compliant, we keep the original agent’s information intact, it’s just at the bottom. Also, since we are a third-party publisher of the pages, we are allowed to promote all the listings in the city, while agents cannot directly do that individually. This is important to know”.

Imperial is bringing the technology to other Illinois cities, as new city pages on YouTube and Facebook are being launched each week. The popularity with Brokers, Agents, and Mortgage professionals has spread due to the fact that they can be the exclusive provider of this level of marketing for their sellers and buyers in a particular city they serve.”

Imperial said, “Because we create new, unique listing videos each day for the city page, we can only do this for one agent, one office, or one lender in any given city. This is due to the way Google ranks video, they will not show duplicate content when people search. Having only one exclusive agent or lender assures the marketing works”.

Imperial explains why only top producing offices sponsor his pages by saying, “Agents like Dawn Dause are #1 for a reason – they understand the whole picture of Marketing and Selling a home, beyond just the tactics – and that’s why they’re successful. They understand the need for 1) Platform 2) Message 3) Audience Traffic. These City Pages offer all 3 elements. Less successful performers only focus on tactics and new gimmicks, which there are no shortage of. Successful offices stick with the fundamentals that work, and apply only the new technology that are rooted in the fundamentals. Most marketing being offered to Real Estate Professionals today are only pieces that are missing the fundamentals of how people buy. Not a criticism because even broken tactics can work a little, however they need to understand the whole picture if they want strong, consistent results”.

Having already secured several big cities in Illinois, including Naperville, Plainfield, and Shorewood to name a few, Imperial is expecting many of the most popular cities to be taken by 2018.

Marketing, Publishing, and Producing media to help match consumers with products and professionals has been the specialty for Mark Imperial for over 23 years.

Summarizing his experience, Imperial said, “In the advertising and marketing world, we know one principle that brings fast and greatest growth — and that is the fact that the most successful professionals have one thing in common: they control a platform, whether in-print, on the radio, TV, or the web. Like Oprah, Dave Ramsey, or even the Real Estate shows on TV. They control the media, therefore control the action, and this gives them tremendous advantage. This is why I choose to focus mainly on Publishing Media that my clients can control, such as Radio, TV, Podcasting and Digital Platforms. Sponsoring digital properties like ‘Plainfield Living’ or ‘Shorewood Living’ are examples of controlling a platform so they are seen as having the power and being the one-and-only choice in that area”.

Mark Imperial is a best-selling author, radio host, Marketer-of-the-Year runner up, and founder of Imperial Action, a customer-generation company specializing in publishing digital media, radio, and video, and the only digital agency of its kind on-the-air. Offices are located in Oak Brook and Naperville, IL. Mr. Imperial has been helping businesses generate clients and customers for over 23 years and his clients are thrilled with their results. Profile: https://goo.gl/JfygMs

Imperial concluded by saying “We are seeing a lot of exposure for these homes, along with the Agents and Lenders who bring these videos to the public, and it’s only getting stronger. We publish all the listings in each city, so the exposure grows quickly starting from day one. The more videos we publish for our sponsors, the more exposure for the homes and the bigger our agents’ footprints become. Everyone wins, from the consumer to the agents, and that’s what will make this a win-win project.”

To learn more about Home Listing Video YouTube and Facebook Pages, to see which cities remain available for sponsorship, and for a 10-minute demonstration of the system by phone, Mark Imperial can be reached by email: mark@markimperial.com or on his agency website at http://www.imperialaction.com/

Mark Imperial’s radio programs can be found at:
http://www.remarkableradioshow.com/

Self-marketing plays role in athletes landing scholarship offers

The Columbus North and East football rosters annually are stacked with athletes who have the talent to play at the collegiate level.

Since college coaches don’t have the opportunity to see every one of those players in action, whether a college scholarship is offered sometimes rests in the way high school athletes — with the help of their coaches — market themselves.

If someone is a scholarship-level player, they’re probably on college programs’ radar by the time they get into their senior season, East coach Bob Gaddis said.

If a top player doesn’t have a scholarship offer by then, it doesn’t mean they’re not going to get one. It just means that colleges may wait to see game video from the player’s senior season and see what their needs are at that position before offering a scholarship.

“The (football) recruiting process starts so much earlier now, and it’s because of the technology and the one-day camps they can do in the summer,” Gaddis said.

“I’m still a firm believer that if you’re a Division I guy, they’re going to find you. Those guys don’t slip through the cracks, but there’s a lot of guys that go on and play college football that aren’t going to get a Division I scholarship, so we try to tell our guys to market themselves.”

These days, players can make their own digital highlight videos through the Hudl program, which can be uploaded to the Internet. East has its own video crew that shoots from above the press box and from the end zone. The technology allows college coaches to go online and view film on hundreds of players from across their recruiting territory.

To give college coaches a chance to see their players up close in their home environment, both East and North put on two-hour camps one evening each spring.

At the East camp this spring, about 30 coaches from colleges of all levels were greeted with a packet that included information such as each player’s name, their position, height, weight, phone number and email address. Files also typically include the student-athlete’s grade point average and SAT verbal and math scores.

Gaddis said coaches get all of their players’ academic information, and encourage players to look at colleges that are an academic match. He said players can find out important information about colleges and what they offer on the Internet.

“If it’s somebody who wants to be an engineer and play some college football, we tell them, ‘Find all the places within however far your comfort zone is that have engineering, and start a conversation with their recruiting coordinator,’ because it’s easy to find that information now,” Gaddis said.

North coach Tim Bless said live-scout recruiting is infrequent. But because of the video technology, college coaches can see what they need from that video.

Bless said offseason visits to junior days and one-day camps put on by colleges in the summer are big for players.

“It begins with your level of play on Friday night, and then obviously, it’s multi-faceted from there,” Bless said. “What Columbus East and us put on in-house in May is huge, too. That evening is full of college coaches from all three levels, so that’s a benefit that Columbus kids get that not too many high schools get.”

College football coaches have two recruiting windows in which they can evaluate high school prospects. The postseason recruiting window for high school seniors is in December and January. The spring evaluation period, during the final two weeks of April and all of May, is for juniors who will be seniors that fall.

Those periods are when most of the college coaches’ visits to prospects’ schools take place.

Bless said that opportunity for college football coaches to visit schools is unique. In most other sports, a lot of the recruiting is done during the club seasons instead of the high school seasons.

“Maybe basketball coaches are out in buildings. But the other sports, college coaches don’t come to the high schools anymore,” Bless said. “Fortunately, football is maybe the last bastion where your high school performance matters, and that’s how and where you’re recruited.”

Earning the scholarship

Two of Bless’ players at North this season have earned Division I scholarships.

Senior cornerback J.D. Harris verbally committed this summer to continue his career at Northern Illinois. Senior wide receiver Tristan Bailey verbally committed to Illinois State.

Bailey went to camps, including one at Illinois State. He said his performance during his junior year gave him opportunities to do more things in the summer to get his name out there.

Harris, the Bull Dogs’ all-time interceptions leader, said he thinks what he did both during the high school football season and in the offseason had a lot to do with his recruitment.

Sometimes at North and sometimes during visits at colleges, coaches would have him run 40-yard dashes, do different footwork drills and see how he catches the ball. Some coaches came in during the school day at North and watched him lift weights in weights class.

“I definitely think (earning a scholarship) had to do a lot with my regular-season play,” Harris said. “But the offseason was very important for me to get faster, stronger and then working on my footwork. Scouts came and saw me, so that helped a lot.”

Harris had offers from five Football Championship Subdivision (FCS) schools by the end of his junior year. Northern Illinois came through with an offer in early June.

With NIU being the first Football Bowl Subdivison (FBS) school to offer a scholarship, Harris visited the DeKalb, Illinois, campus and gave his verbal commitment.

“It was very nerve-racking up until that first offer, and then the offers started rolling in,” Harris said. “That was a huge weight off my shoulders.”

It was a big weight off his parents’ shoulders, as well.

His father took him to camps at Cincinnati and Toledo and two at Iowa, as well as an opening by Nike at the Chicago Bears training facility. His mother took him to a camp at Syracuse.

Harris’ father James lamented that colleges don’t pay players’ way to campus until they make official visits their senior year.

“Parents make a big sacrifice,” James Harris said. “There’s a lot of travel and expenses involved for a parent’s point of view. Everything comes out of our pocket, from food to the hotel rooms to gas. They can’t depend on the high schools and the recruiting agencies. You have to get your kids exposed. If I knew then what I know now, I would have got him out there a lot earlier.”

James Harris said his son had put together a basic e-mail with highlights on Hudl to send to colleges, but Northern Illinois wasn’t one of the schools he originally contacted. The elder Harris said the Mid-American Conference school found about him through a high school coach — whose identity he has yet to discover — in Indianapolis.

“We were always grateful for that because that was his best offer,” James Harris said. “Coming from a MAC school, that was big for us. NIU was his biggest and best offer. We just thought it was kind of peculiar and ironic that they found out about him through a high school coach out of Indianapolis. We’ve always been appreciative and thankful for that.”

Finding the right fit

Unlike some sports such as baseball and basketball, where top prospects often commit to colleges as sophomores, freshmen or even younger, football players usually don’t commit until after the spring recruiting period of their junior year.

Even then, recruits sometimes switch, or flip commitments. That was the case with 2016 East graduate Harry Crider.

The summer before his senior year, Crider verbablly committed to Virginia. But just before the high school season started, then-Indiana University coach Kevin Wilson came through with a similar full-scholarship offer.

Crider, who liked the idea of staying closer to home, filpped his commitment.

Wilson was fired after last year’s 6-7 season and replaced by defensive coordinator Tom Allen. But Crider, who could have opted out, stuck with IU. He signed his national letter-of-intent in January and the true freshman now is seeing action as the backup center.

Most of the Bull Dogs and Olympians who play college football, however, do it at smaller colleges which are at the Division II or III or NAIA level.

Division II athletes can earn scholarships, but Division III schools give out money only for academics. For those athletes, it’s usually a matter of seeking out colleges more than colleges seeking out them.

Since college football teams play on most Saturdays and often spend Fridays are on the road traveling, they don’t have the opportunity to see a lot of high school games in person.

Allen said he likes to get players to his summer camps to find out their real height and weight and how well they move. But he said the No. 1 variable in recruiting evaluation is the high school video.

“Then, you’re just kind of seeing how they compete,” Allen said. “You base everything you do over the summer off their junior year … What I like to see is, ‘How do they handle adversity? How are they as a leader? What do they do on the sideline? and just all those little intangible things that don’t show up on film.”

Crider said high school coaches typically are good at getting players in front of the right college coaches.

“I worked a lot with coach Gaddis,” Crider said. “He has a lot of connections, and it helps you. He set up a lot of meetings. If you work with your head coach, a lot can happen. You have to be patient and not settle too quick and shoot as high as you can.”

Columbus East and Columbus North each have five graduates currently playing Division I football:

Name;High school;College;Year;Position

Mitchell Burton;North;Miami (Ohio);Fr.;DB

Harry Crider;East;Indiana;Fr.;OL

Joe Gedeon;North;Indiana;R-Jr.;P

Markell Jones;East;Purdue;Jr.;RB

Rhett Myers;East;Air Force;Soph;TE

Steven O’Neal;East;Morehead State;Soph.;RB

T.C. O’Neal, East;Morehead State;Fr.;LB

David Redding;North;Miami (Ohio);Fr.;OL

Drew Schoeberl;North;Columbia;Soph.;OL

Thomas Shoaf;North;BYU;R-Soph.;OL

360-degree video: A tribute to fallen Vietnam servicemembers – WKBW

SAN DIEGO (KGTV) — This Veterans Day weekend, a group of Vietnam veterans will spend hours assembling and taking down their traveling memorial wall.

Members of the non-profit ministry group, Point Man Antelope Valley, say it’s a tribute to their friends who never made it home from war.

Viewers can watch the wall being assembled from all angles through a 360-degree video experience. Use your mouse to navigate the video clips below in all directions.

Virtual Reality Advertising. Virtual Reality Advertising

The wall is a half-scale replica of the Vietnam Veterans Memorial Wall in Washington, D.C.

Inscribed on it are the names of 58,318 people.

Organizers say it took years to raise $102,000 to fabricate the wall. The veterans say it’s their duty to share it with the rest of the world.

« Even if you have no friends or relatives on this wall, and you walk up and you see all these names, it affects you, it will get to you, » said Michael Bertell, President of the AV Mobile Wall.

Donations are used to maintain, store and travel The Wall.

You can also keep up with the wall’s travels on the group’s Facebook page.

AsiaOne wins 6 awards at 2017 W3 Awards for website design and original video feature

Social news site AsiaOne has picked up a total of six awards at the 2017 W3 Awards, an annual award that honours creative excellence on the web.

The Singapore Press Holdings (SPH) website won two golds and four silvers, which covered website features, user interface and an original video feature on « Singapore’s No. 1 military buff who spent $80,000 on his collection« .

The total awards tally for AsiaOne are as follows:

Into its 12th year this year, The W3 Awards – which is organised by the Academy of Interactive Visual Arts (AIVA) in the United States – recognises the creative and marketing professionals behind award winning sites, videos and marketing programs. It is the first major web competition to be accessible to the biggest agencies, the smallest firms, and everyone in between.

AsiaOne’s recent win comes six months after a major rebranding exercise in May. The content site, which focuses on trending topics and social news being discussed in Singapore, Malaysia and beyond, was given a fresh look and logo.

Besides the recent haul at The W3 Awards, AsiaOne has won three awards in less than six months since its revamp. In May, the website was awarded the Award of Excellence at the 23rd Annual Communicator Awards, and in August, AsiaOne picked up a silver award for Best Website by a Media Owner, as well as a bronze for Best Corporate Branding at the 2017 Spark Awards. The content site was also ranked as the most improved brand among millennials, according to the latest YouGov Brand Index.

Ms Sumiko Tan, managing editor of SPH’s English, Malay and Tamil Media Group, which produces Stomp, said: « The six awards cover not just design of the site but also user experience and content. The AsiaOne team worked hard on the redesign and we’re delighted their work has been recognised. »

Ms Karen Lim, editor at AsiaOne, said: « The awards are significant as it shows a close collaboration between visual designers, editorial and product teams, in creating an award-winning site that not only features news but also showcases web creativity too. The different teams working behind the scenes at AsiaOne truly deserve these awards for their creative excellence and innovation. »

a1admin@sph.com.sg

The future of esports marketing

As the footprint of esports continues to expand, people from outside the esports industry are bringing their knowledge and expertise to help grow the sport.

I sat down with three experts who have moved into the esports industry recently to get their take on the challenges esports face, what are some of the biggest upsides to the growing industry and where esports are heading. Ken Ungar, Mark Coughlin, and Jason Moore all have extensive experience outside of esports and have brought a wealth of knowledge to the industry.

Ungar is the founder and president of sports marketing agency CHARGE, which recently launched CHARGE esports. He’s the author of “Ahead of the Game: What Every Athlete Needs to Know About Sports Business” and has consulted with marquee brands in sports and entertainment.

Coughlin is the head of marketing and revenue for Team Envy and is helping organize their entry into the Overwatch League. He’s a former executive vice president at Octagon and helped negotiate and manage Sprint NEXTEL’s sponsorship with NASCAR.

Moore is a player agent and CEO at the Agency for Professional Esports (APE). APE currently represents over 30 of the top gamers and cosplayers. He is the former president of Paris Hilton Entertainment and spent a decade developing and managing Paris Hilton’s brand into a Fortune 100 business.

Why have you decided to enter the esports industry, and was there a specific moment or event that triggered that decision?

Ken Ungar: I feel the esports industry has hit an important inflection point. The passion and rooting interest of esports fans has reached the level that this can become a very viable, self-sustaining, profitable industry moving forward for leagues, teams, players and the companies that serve them.

Above: Ken Ungar

A couple years ago, I attended the MLG major event of CS:GO in Columbus, Ohio, and sat through three days of competition in which thousands of fans showed up each day and stayed a minimum of eight hours to watch the event. I saw incredible fan passion and rooting interest that rivaled any sport that I’ve ever attended over the past 40 years, yet I saw very little commercial activity, sponsors, licensed merchandise sales, hospitality and realized there was a tremendous opportunity to take this sport to the next level.

Mark Coughlin: I think the turning point for me was when I met the founder of Team Envy, Mike Rufail, and he started giving me some data and research reports. I started looking at it and thought if these are real this is something special. Then, I went to the Eleague final for CS:GO last year, and I was kind of blown away not by just the crowds themselves but how the crowds responded to every move the players were making. They knew what was important, what wasn’t important, while there was a lot of shooting going on, they knew exactly what was going on. Everything from the players to the moves to the active appreciation for how good these guys are compared to themselves.

Jason Moore: I was a long-time talent representative in the entertainment industry and an avid sports and gaming enthusiast, a colleague and I assisted in the acquisition of an NA LCS team and during that process I saw first-hand the lack of individual representation for the pros, no managers, no agents, no publicists, even if it is new to this industry it is far from new in the others. I was in the LCS studio and watched the players gather after their matches to do fan meet and greets, it amazed me that it was just a free for all, no team branding step repeats, and or reps to organize player interviews, manage and handle them like Stephen Curry after a basketball game in the press room. Mr. Curry would not be in that room alone, that is for sure.

What are some of the biggest challenges esports face?

Ungar: It’s still very wild west. The lines between different business models are very blurry, so it’s unclear where opportunities for the leagues and teams begin and end and what the opportunities are for players and their relative rights. All of this needs to become defined in the coming years.

Above: Mark Coughlin

Coughlin: From a business standpoint and a commercialization standpoint, the biggest challenge that I know two games are trying to fix is one of geography and calendar. The irregularity of a lot of these games in terms of their calendar, the continent they play on, the lack of regular league play happening where they aren’t just crisscrossing all over the world basically fighting for purses and instead having a season long competition that culminates in either a regional championship that maybe goes to the worlds. ESL and others have been doing it but there are so many other events that come into play that it’s very hard from a marketers’ standpoint to understand. Many times, the teams don’t know even weeks in advance where they are going to be playing.

Moore: The same challenges that all major sports, action sports, entertainment and music have, the balance of control and protection between the pros, whom are the talent, and their employer and sponsor, as well as, broadcasting rights, player unionization, and individual player sponsorships outside of team deals are just a few challenges right now, but those were the same issues that each traditional sport has to deal with and still do, look at NASCAR, massive in-person events but struggles to find a broadcasting viewership, or soccer, largest traditional sport globally but in North America the professional player makes an salary far less than most other pro athletes. Sports in general have challenges that are tackled or ongoing, and that will be the same for esports.

What are some of the biggest upsides of esports?

Ungar: The demographic trends are extremely favorable for esports. Video game playership privately increases year over year. Now that esports has become a cultural part of that lifestyle, you’ll see more and more participation on the esports side as traditional video game playing continues to increase. So as new entrants — kids in their tweens and teens — start to become part of the video game lifestyle, those who are part of it now are getting older and are likely going to continue as they progress into their 30s and 40s.

Coughlin: The audience, right. It’s the audience that I’ve seen repeatedly defined as the unattainable — often referred to as cord-cutters and cord-nevers. You’ve got large amounts of people who are also fans are using ad blockers, they don’t buy television by satellite or cable, they are mostly doing over the top or watching online. These people are very hard to reach by traditional methods. I think there’s a tremendous upside for brands. There’s not a lot of non-endemics in the space, so I think there’s an opportunity to affect this fan base and for brands to be known as esports brands. In most sports, when a brand shows they are also a fan and they act like a fan they usually get embraced and rewarded by those fans. So I think it’s a great opportunity for non-endemics.

Above: Jason Moore

Moore: An entirely new sports industry that introduces the same positive fundamentals for kids around the world that other youth sports leagues, collegiate scholarships and professional aspirations to allow players to simply enjoy a fun past-time or to go to college on a scholarship or even on a pro level and earn a living doing what you love to do. The last time a new “sport” was introduced to popular culture and ended up creating an industry, would probably have to be basketball, and now look at where basketball is as an industry, market and lifestyle. I do not foresee another industry and market opening up like this to ever to happen again.

Who are the three most important people/brands in esports today?

Ungar: I would answer that in terms of three important sectors. There’s the publishers and leagues, which are right now fairly synonymous, there’s the teams, and there are the players. Those three groups will continue to jockey between them as to the relative economic power that they share. That’s what makes them the three most important groups. They are the center of the esports ecosystem.

Coughlin: The most important are probably Riot, and Activision-Blizzard right now because they are launching these leagues. I think that everybody is looking toward them and their success and hopefully not their failure. Looking toward the launch of these leagues and seeing if it can be replicated by other games and other places.

Moore: I feel there are too many to just select three, but names that come to mind are three-time League of Legends World Champion, Faker, Twitch, and Jack Etienne, co-founder of esports powerhouse Cloud9.

What games or game types do you think might have the most potential to turn into major esports?

Ungar: I think the most interesting phenomenon in that perspective is the extension of traditional sports into esports. The NFL’s relationship with the Madden game, NBA2K and the NBA’s role in that esport and Formula One with their esports game. So, you have a very powerful extension of the terrestrial sport experience and the extension of that into video game play and esports. It can be extremely powerful as they leverage the connection between all three – the sport, playing the game and watching others play the game. That creates a powerful 24/7/365 football experience, for example, which is why the major sports are so interested in their tie to esports.

Coughlin: You still get some pushback from some consumer brands that still aren’t really embracing the military blood and guts, red blood kind of games. I think you’re probably going to see more and more games being designed as spectator games, sort of like Overwatch, which was really designed as the first spectator-focused esports game.

Moore: It is not only about the competitive scene but also the community and most importantly the fans to define the potential. PlayerUnknown’s Battlegrounds is taking over Twitch and we will see how it pans out as a competitive league and I am also curious to see how the LAN events are organized with 20 squads of 4. The current leaders of the pack like LOL, CS:GO, DOTA2 still have massive legs and OG’s, so new games have a lot of fanbase and a proven esports competitive experience. That is the key, everyone games but not everyone goes to an esports match and participates in the experience.

Where do you see esports in the next three years?

Ungar: I think lines will continue to be defined and non-endemic sponsors will find their way into esports. The result of more non-endemic sponsorship will lead to a quantum leap in investment. That will allow player salaries to increase, upgrades to venues, creation of venues, more broadcasts, better broadcasts, a larger fan base and more activation.

Coughlin: The real telling thing is going to be, particularly with the Overwatch League, is when the teams are playing in their own venues. Can they fill those venues on a regular basis, and are we going to build fan bases that are loyal to their hometown teams? That’s going to be a very interesting space to follow. If it’s successful, then others are going to follow. The other thing is can all these games live in the same professional esports space or are a few titles going to dominate.

Moore: Same trajectory that reality TV accomplished over traditional scripted content. A new wave of popular culture. We will see professional players on the side of buses as ads selling yogurt, sitting court side at the Lakers game, dating super models, but, most importantly kids will be able to pay for college from their gaming abilities and open up opportunities for an education and a career.

Do you have any last stories or ideas you’d like to share?

Ungar: In recent weeks, I’ve had interesting esports conversations with educators, sponsors, public officials, arena owners and players. There’s an amazing trend developing where esports will become as much of a part of the high school and college experience as basketball and football games. There is still a lot of work to do before that becomes a reality. Once it happens culturally, the sky is the limit for esports as a major lifestyle.

Coughlin: It’s an exciting space for someone who has been around sports for 30 years. I don’t think I’ve ever seen something with such explosive growth and a following on truly a global basis. Soccer didn’t take root in North America until the last decade or two. Baseball hasn’t really taken off globally. Certainly, the NBA has done a great job on a global basis but they are missing pockets around the world. What’s interesting about esports is that it’s truly global and teams have players from literally every corner of the globe. The accessibility of esports is really a differentiating factor and I think it’s going to be really exciting to watch to see how it develops.”

Moore: I think I have the most playing hours in NA PUBG without a chicken dinner…

Lucas Wiseman is the manager of public relations for national marketing agency CHARGE.

The PC Gaming channel is presented by Intel®‘s Game Dev program.



The importance of video in marketing in 2018

People just aren’t paying as much attention as they used to. This means that people will retain more in the two minutes it takes to watch a video than the many minutes it would take to read a 1 000 word article. And who could blame them?

Since television became part of our lives in the 1970s, we’ve become far more used to watching moving and speaking characters on a screen in a corner of our lounge than reading pages in a book or even on a small device in our hands.

Thales Teixeira, associate professor at Harvard Business School, talks about the limited attention economy of consumers, which always comes at a price. A skyrocketing price in recent years. « Every single day, there are more companies with more brands and more products to advertise, which means there’s more demand for consumer attention than ever, » says Teixeira.

« The problem is, the supply of consumer attention simply hasn’t kept pace with this demand. There’s no evidence individual human attention capacity is growing. Nor has the population grown as fast as the number of brands has, » he adds.

It’s important, Teixeira says, for brands and marketers to ask whether they’re spending their budget on the right platforms and in ways that’ll attract their audience’s attention.

All video platforms are different

Small budgets work well for the more relaxed vibe of Snapchat and Instagram Stories. Bigger budgets and more polished videos work best on Facebook and YouTube. Not all video platforms are created equal and they shouldn’t be treated as such.

To convince brands of the importance of video, here are some numbers:

  • Seven out of 10 businesses which use video say it’s increased website conversion rates; and
  • A massive 74% of all Internet traffic this year is expected to come from video.

Recently released figures from Think With Google indicate:

  • 81% of video-watching moments get all or most of people’s attention. Compare that to the multitasking that all of us tend to do when we’re watching television or listening to the radio;
  • 68% of YouTube users watched YouTube to help them make a purchasing decision; and
  • On mobile alone, and in the United States, more adults are watching YouTube during prime viewing time than any cable network.

Consider for a minute that YouTube is either the most or second most used search engine in the world, depending on who you ask. That’s right, it’s just about overtaken Google as the search engine used most often. That means that when consumers are looking for products to buy or how to use the products they already own, they’re often more likely to turn to YouTube than Google.

Brands can use videos to answer questions

Two years ago, a lifetime in digital media, entrepreneur, investor, and marketing professional Gary Vaynerchuk sang the praises of video and urged businesses to get involved. Already then, he could see the impact that video was having on business and marketing.

« The single most important strategy in content marketing today is video. Whether it’s video on Facebook, Twitter, Snapchat, or Youtube, the content you need to be thinking about creating and marketing on social for your business is video. Period, » Vaynerchuk says.

« No matter what you’re selling, no matter what your company does, if you don’t have a video marketing strategy for the biggest video platforms, you are going to lose, » he adds.

So, implementing video in your content marketing strategy is essential. Brands might be hesitant to embrace the idea of video now, but they will soon learn it’s essential.

For more information, visit www.rogerwilco.co.za. Alternatively, connect with them on Facebook or on Twitter.