NEW YORK–(BUSINESS WIRE)–The Interactive Advertising Bureau (IAB)
has named digital marketing veteran John Frelinghuysen as the trade
group’s newest Publisher-in-Residence to tap into his insider
perspective on the digital video advertising landscape. Most recently,
Frelinghuysen served as Executive Vice President for Digital Media at
Disney/ABC Television, where he led digital product, technology,
business development, and strategy for the ABC Network, Disney Channels,
and Freeform—leveraging his deep insights into how publishers and brand
marketers can navigate fundamental shifts in consumer video viewing
behaviors to reach engaged audiences on a variety of screens and
platforms, from OTT to mobile devices.

In this new advisory capacity, Frelinghuysen will work with IAB and its
Digital Video Center of Excellence to address pressing issues and ensure
robust opportunities for advertisers and publishers in the video arena.
Today, most digital video advertising relies heavily on TV-centric
formats and creative, which risks alienating viewers and slowing growth
in ad-supported consumption and inventory. At the same time, promising
new digital ad models still lack effective standards, measurement, and
scalability. In tandem, there has been a dramatic change in consumer
viewing habits, with the majority of U.S. adults (56%) owning a
Streaming Enabled TV—a 56 percent rise from just two years ago.

Prior to joining Disney, Frelinghuysen served as Senior Vice President
of Strategy for AOL, leading corporate strategy and helping secure major
deals with Verizon, NBCU, and Microsoft, among others. Previously, as a
senior strategy consultant with Bain Company and Booz Allen Hamilton
(now Strategy), Frelinghuysen led several key initiatives for IAB,
including the launch of Making Measurement Make Sense (3MS), Building
Brands Online, and Digital Pricing Benchmarking. Frelinghuysen served
from early 2016 until recently as an IAB Board Member.

« John offers a powerful point-of-view as a premium, video-focused
publisher at Disney and at AOL, plus years of experience supporting the
IAB as a strategy consultant in driving brand advertising and
measurement improvement,” said Randall Rothenberg, President and CEO,
IAB. “We look forward to benefiting from his keen insights, analytic
skills, and ability to rally brand marketers, media buyers, publishers,
and other key stakeholders. »

“Digital video—with $9.1 billion in U.S. advertising spending in 2016
alone—is perhaps the single greatest opportunity for industry revenue
growth, and it is a privilege to team with IAB to spur the medium even
further,” said Frelinghuysen. “As both a publisher and strategy
consultant, I have been passionate about enhancing the consumer
experience and promoting new advertising and measurement models in
digital. We need to coalesce around these critical areas in order for
video to deliver on its tremendous promise.”

This marks the second time that IAB has invited an industry pioneer to
take part in its Publisher-in-Residence program. Peter Naylor, currently
Senior Vice President, Advertising Sales, Hulu, and Chairman IAB Digital
Video Center of Excellence Board, was the first to serve in this senior
advisory role in November 2013.

About IAB

The Interactive Advertising Bureau (IAB) empowers the media and
marketing industries to thrive in the digital economy. Its membership is
comprised of more than 650 leading media and technology companies that
are responsible for selling, delivering, and optimizing digital
advertising or marketing campaigns. The trade group fields critical
research on interactive advertising, while also educating brands,
agencies, and the wider business community on the importance of digital
marketing. In affiliation with the IAB Tech Lab, it develops technical
standards and best practices. IAB and the IAB Education Foundation are
committed to professional development and elevating the knowledge,
skills, expertise, and diversity of the workforce across the industry.
Through the work of its public policy office in Washington, D.C., IAB
advocates for its members and promotes the value of the interactive
advertising industry to legislators and policymakers. Founded in 1996,
the IAB is headquartered in New York City and has a San Francisco office.

Shutterstock

Sure, real estate has always been a visual industry. Long before high-resolution digital photos and high-definition video, people would actually go and look at a property. Of course prospective buyers still do that. But now, they begin exploring properties and narrowing their choices by visuals — specifically video — on the internet.

This is a fact agents simply can’t ignore if they plan on making a living in real estate today. All good agents also know that sales are about getting prospects to act. Videos can make people act — and when they do, they make your real estate cash register ring.

But don’t just take my word for it. Evidence is everywhere. In fact, Cisco projects that by 2021, 82% of consumer internet traffic will be due to video. What’s more, even videos that are obvious ads are attracting eyeballs. A recent Extreme Reach report indicates that viewers’ time spent watching video ads is up by 19%, and the completion rate of these ads has had a 20% spike.

So if you lack a video marketing strategy, your prospects are watching a blank screen — and people don’t spend much time doing that.

Every Wednesday I post a Tip of the Week video, about four to six minutes long that I film at my desk. Sure, at first, I felt a little odd. But just like everything else, the more you do it, the easier it becomes. One lesson I learned is to relax and just be yourself, and make it real. Sometimes the phone rings, sometimes someone walks by my window, one time the lights even went out. No big deal. Be you. Viewers today pick up on contrived and artificial efforts — the key is to be authentic.

Here are a few more tips to consider when creating your video marketing strategy to earn some serious eyeball time from prospects:

Remember the three I’s.

Before you shoot your video, remember these three words: informative, interesting and important. Why? Because there are already a lot of videos on the web, and you’ll have plenty of competition. All the top producers in real estate have received the memo: video works. In fact, customers are four times more interested in watching a video than reading for information. So, your video has to stand out with useful information.

Think of yourself as more of a teacher and educator than a salesperson. If you focus more on the quality and value of the information provided in your videos instead of just selling, you’ll make a bigger impact. That said, I do recommend a call to action with your email address, phone number and website at the end of the video.

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NEW YORK–(BUSINESS WIRE)–The Interactive Advertising Bureau (IAB)
has named digital marketing veteran John Frelinghuysen as the trade
group’s newest Publisher-in-Residence to tap into his insider
perspective on the digital video advertising landscape. Most recently,
Frelinghuysen served as Executive Vice President for Digital Media at
Disney/ABC Television, where he led digital product, technology,
business development, and strategy for the ABC Network, Disney Channels,
and Freeform—leveraging his deep insights into how publishers and brand
marketers can navigate fundamental shifts in consumer video viewing
behaviors to reach engaged audiences on a variety of screens and
platforms, from OTT to mobile devices.

In this new advisory capacity, Frelinghuysen will work with IAB and its
Digital Video Center of Excellence to address pressing issues and ensure
robust opportunities for advertisers and publishers in the video arena.
Today, most digital video advertising relies heavily on TV-centric
formats and creative, which risks alienating viewers and slowing growth
in ad-supported consumption and inventory. At the same time, promising
new digital ad models still lack effective standards, measurement, and
scalability. In tandem, there has been a dramatic change in consumer
viewing habits, with the majority of U.S. adults (56%) owning a
Streaming Enabled TV—a 56 percent rise from just two years ago.

Prior to joining Disney, Frelinghuysen served as Senior Vice President
of Strategy for AOL, leading corporate strategy and helping secure major
deals with Verizon, NBCU, and Microsoft, among others. Previously, as a
senior strategy consultant with Bain Company and Booz Allen Hamilton
(now Strategy), Frelinghuysen led several key initiatives for IAB,
including the launch of Making Measurement Make Sense (3MS), Building
Brands Online, and Digital Pricing Benchmarking. Frelinghuysen served
from early 2016 until recently as an IAB Board Member.

« John offers a powerful point-of-view as a premium, video-focused
publisher at Disney and at AOL, plus years of experience supporting the
IAB as a strategy consultant in driving brand advertising and
measurement improvement,” said Randall Rothenberg, President and CEO,
IAB. “We look forward to benefiting from his keen insights, analytic
skills, and ability to rally brand marketers, media buyers, publishers,
and other key stakeholders. »

“Digital video—with $9.1 billion in U.S. advertising spending in 2016
alone—is perhaps the single greatest opportunity for industry revenue
growth, and it is a privilege to team with IAB to spur the medium even
further,” said Frelinghuysen. “As both a publisher and strategy
consultant, I have been passionate about enhancing the consumer
experience and promoting new advertising and measurement models in
digital. We need to coalesce around these critical areas in order for
video to deliver on its tremendous promise.”

This marks the second time that IAB has invited an industry pioneer to
take part in its Publisher-in-Residence program. Peter Naylor, currently
Senior Vice President, Advertising Sales, Hulu, and Chairman IAB Digital
Video Center of Excellence Board, was the first to serve in this senior
advisory role in November 2013.

About IAB

The Interactive Advertising Bureau (IAB) empowers the media and
marketing industries to thrive in the digital economy. Its membership is
comprised of more than 650 leading media and technology companies that
are responsible for selling, delivering, and optimizing digital
advertising or marketing campaigns. The trade group fields critical
research on interactive advertising, while also educating brands,
agencies, and the wider business community on the importance of digital
marketing. In affiliation with the IAB Tech Lab, it develops technical
standards and best practices. IAB and the IAB Education Foundation are
committed to professional development and elevating the knowledge,
skills, expertise, and diversity of the workforce across the industry.
Through the work of its public policy office in Washington, D.C., IAB
advocates for its members and promotes the value of the interactive
advertising industry to legislators and policymakers. Founded in 1996,
the IAB is headquartered in New York City and has a San Francisco office.

Lucas Group

At Lucas Group, we strive to create compelling video content that showcases the diverse backgrounds, experiences and unique perspectives our recruiters bring to every professional relationship.

Atlanta, GA (PRWEB)
August 23, 2017

Lucas Group announced the recent hire of Danielle Edwards as Marketing Project Manager. Edwards will be the day-to-day lead for the executive recruiting firm’s video marketing program, overseeing strategic development, creative direction and technical production.

“Video is the language we communicate in today,” says Chief Marketing Officer Scott Smith. “Its influence has rapidly expanded beyond entertainment and B2C mass-marketing to directly impact how professionals gather information, make decisions, operate their businesses and advance their careers. At Lucas Group, we strive to create compelling video content that showcases the diverse backgrounds, experiences and unique perspectives our recruiters bring to every professional relationship.”

In her new role at Lucas Group, Edwards will draw on her background in advertising and creative development – including copywriting, graphic design, stop motion animation, storyboarding, video production, and web design – to produce a variety of video content.

“Video connects with people and helps humanize business interactions,” says Edwards. “It allows us to share who we are – as individuals and as a company – which in turn, opens the door to meaningful customer conversations.”

“There’s a stereotype that recruiters only focus on closing the deal. That’s exactly opposite from what we do at Lucas Group,” says Smith. “Here, our recruiters focus on building relationships, not completing transactions. Danielle is an innovative marketer and creative storyteller who understands the power of video for building personal connections, and we’re excited to welcome her to our team.”

Videos will be available on social media, Lucas Group’s YouTube channel and YourCareerIntel, Lucas Group’s online hub for career advice.

Edwards holds a BA in Journalism Advertising from the University of Georgia.

Lucas Group specializes in Accounting Finance, Human Resources, Information Technology, Legal, Manufacturing, Military Transition and Sales Marketing recruitment. Taking pride in the professional growth and career advancement of its associates, Lucas Group provides clear career path trajectories together with the industry’s most sophisticated onboarding and ongoing educational programming.

About Lucas Group

Lucas Group is North America’s premier executive search firm. Since 1970, our culture and methodologies have driven superior results. We assist clients ranging in size from small to medium-sized businesses to Fortune 500 companies find transcendent, executive talent. Candidates fully realize their ambitions and associates achieve professional success. To learn more, please visit Lucas Group at http://www.lucasgroup.com and connect with us on LinkedIn, Facebook, and Twitter.

Video is more than an opportunity to go viral. In fact, video is almost always better used to support existing efforts, as going viral is akin to winning the lottery. One of my favorite industry “fun” videos remains the Gap Stick video created by the very talented Jeff Anderton, who is now with SnugZUSA. Jeff also did one of my favorite early Geiger videos before I was a part of Geiger—« It’s a Pony”—before viral videos were popular.

The most basic and useful source of video for suppliers and distributors is to demonstrate products that have benefits not fully clear from a still image. I’ve previously written a blog post on how suppliers should create videos, and even though it has been a few years, the original blog post is great information for suppliers who want to create valuable videos for distributors to share.

Adding video to your presentations is another valuable way to use videos. You can start with the product demonstration videos I just referenced or you can spend a few hundred (or thousand) dollars to create your own. You can use any video to supplement your presentation, as it provides a nice “break” from the standard dialogue. Do be sure to make sure the video is relevant, interesting and more than a break. It needs to reinforce your message, not distract from it.

Recently, I presented with our CEO, Gene Geiger, at our annual event for Geiger sales partners. At this event, we focused on the concept of “breaking through” distractions. Rather than do a standard presentation or a standalone video, we created a series of videos to strengthen our message and keep them memorable. We created the presentation theme and content, and then crafted videos that supported the messages we were sharing in the presentation.

Our first video was the setup, and was just for fun, but reinforced that we can’t do things on our own. Obviously invoking the concepts from the popular show « Breaking Bad, » this first video was titled “The RV,” and was shown as we discussed how many distractions people face today from video to online advertisements.

Our second video was still stilly, but created a setup for more to come. Our second video is “Product Safety.” This video took a humorous approach to product safety to reinforce one of the key themes for Geiger about product safety. This was my favorite video because it was fun but still supported an important message.

Our third video would not have worked as well without our first two videos, but was one of the two videos that drove the original concept. We used the first two videos to establish the characters and the concept of breaking through. Our third video then became more serious, as we focused on our core message of online competition and how to compete with online players. Modeled after the famous « I am the done who knocks » scene from « Breaking Bad »: “We Are the Danger.”

Our fourth and final video was the primary message and closed our presentation. It reinforced all the things we discussed during our presentation and became the rally cry for the rest of our event: “We are Geiger.”

We wrote the scripts internally and, in fact, kept this hidden from essentially everyone in the organization, making it even more fun. We did hire an external firm to film and create the final edited version, which created a professional quality product worth watching and sharing.

For years, I’ve heard people talk about creating the next viral video as well as the importance of using video to promote your company. Instead of trying to create the next viral video or just using video for the sake of using video, find a way to reinforce your message using video.