Johnnie Walker Launches Digital, OOH Campaign Through Lens of India

Johnnie Walker Whisky is launching an out-of-home (OOH) campaign featuring the work of India’s influential travel photographers. Accompanied by a digital series, “#TheTravellingBillboard” will travel to the uncharted corners of India. Photographers will capture the billboard’s final destination, with one of them becoming the lead creative for OOH ads placed in outdoor sites throughout the country. 

The campaign is a celebratory personification of the brand’s logo, the striding man, aimed at encouraging fans to get out and explore the world. Destinations highlighted via the billboards include India’s abandoned Kuldhara village and the underwater terrain of Andamas. 

Johnnie Walker is amplifying the campaign with the help of 150 social media influencers who will capture their own journeys through a mini version of a billboard of their own. An Instagram filter exclusive to users in India is available to engage people and encourage user-generated content (UGC) that captures the beauty of Indian destinations.

A campaign targeting India’s consumers is a strategic move on Johnnie Walker’s part as the drink is particularly popular within India. Whisky, in general, is favored by India as a study from Bank of America Merril Lynch found that in 2014, Indians consumed 1.5 billion liters of whisky while the US only managed to drink 462 million liters.

Johnnie Walker received another lift in India after launching a cocktail called Johnnie Ginger in 2017. Sales of the brand have increased more than twofold in outlets where Johnnie Walker introduced the cocktail. 

In 2018, Johnnie Walker launched a multi-million dollar campaign called “Keep Walking” to honor India’s successful Mars mission. The campaign included a 20-minute short film and was activated over multiple channels including television, digital, OOH, malls and airports.

The Cost Of Consumer Attention In Our Cluttered Digital Landscape

Originally published at AW360 by Sean McCaffrey.

We’re asking consumers to apply their minds at moments where that isn’t possible.

Can I have your actual attention? To read this, you’ll have to sacrifice part of your mind to process what I want to say, so I better get it right or you won’t come back again.

This is the basic transaction we’re making with consumers every day, and it’s easy for us to forget how hard it can be to focus. Right now, you’ve probably considered leaving this article to check that latest Twitter notification or Instagram story update. Some of you already have.

When we break through, it works. When it doesn’t, consumers move on.

That cost is tremendous when taken in total, millions of dollars every day are lost due to viewability issues (Forrester Research found that U.S. marketers wasted as much as $7.4 billion on digital display ads alone last year, 56 percent of those from ads that were either fraudulent or unviewable inventory).

It’s our responsibility to figure out what went wrong—why the message wasn’t right, how the creative could be stronger, why the targeting was off, or how to tell if it’s humans or bots who are watching. Fair enough, our daily challenge as marketers is figuring out how to optimize everything and adapt accordingly.

That’s also why capital-a Attention is creeping back into marketing narratives. Targeting and measurement today are better than ever. Sponsored content looks more like original programming than advertising. DNA-testing giant Ancestry moonlights as a partner for the show Who Do You Think You Are?returning to NBC after a seven-year hiatus to help celebrities uncover their family histories. We’re so good at these things, yet when campaign metrics and conversions don’t meet expectations, Attention becomes the next factor to test.

It’s very difficult to find moments to reach consumers when they aren’t distracted. We think of true engagement as being deeply engrossed in original programming, binging The Marvelous Mrs. Maisel for a few hours, but 45 percent of viewers often or always use devices while watching TV.

Even the best original programming faces the same challenge brand campaigns do. What good is a great campaign if it’s delivered in a way that the intended recipient isn’t capable of paying attention?

We need to seriously consider Attention as the new engagement and targeting. So, if great content is the “What” we capture consumer attention with, perhaps we also seriously consider where and when they pay attention and give consideration the most?

According to a study GSTV commissioned with Mastercard, consumers are +3.7x more attentive to advertising when on the go. Given that consumers also check their phones 52 times a day advertisers should start addressing viewer attention by reaching them when they aren’t in their homes juggling screens.

Tune out is inevitable, and where brands win the game of Attention is being where their consumers are, leaning on the strengths of a diverse omnichannel strategy to entertain and inform consumers as their attention wanes from screen to screen. GSTV is a measurable solution to help solve the fight for attention. In fact, we have the Attention of 93 million captive adults 18+ every month, for an undistracted 3-5 minutes, in a 1:1 engagement while they fuel up their vehicles—at a natural pause point in their day. GSTV’s reach is a compliment to TV buys, boosting campaign reach and engaging consumers on days we know they are spending more money.

With content more engaging than ever, and distraction at an all time high, Attention is a vital ingredient to accelerating consumers along their journey. Meeting consumers in the right place, with the right messaging and during the right time in their day is a winning Attention formula. Advertisers who understand this and figure out how to get their message across to a captive and broad audience leveraging data and targeting, rise above and win.

What Marketers Need To Know About Amazon Influencer Storefronts

Originally published on ION.

(Editor’s note: AList is published by a.network. To get up to speed on the rapid changes affecting the influencer marketing landscape, click here.)

In its ongoing attempt to join the likes of the Google and Facebook digital duopoly, Amazon rolled out personalized online storefronts for social media influencers. An extension to the influencer program it launched in 2017, the move could help marketers better tie influencer activity to hard product sales, in addition to amplifying reach and engagement. Here we explore the steps marketers should take to stay in front of the new platform and how to make the most out of Amazon storefronts right now.

The central difference between Amazon affiliate links and the Amazon influencer storefront is that the storefront houses links to products recommended by influencers. The storefront provides influencers with their own page and a URL to showcase their recommendations which is helpful where hyperlinking isn’t possible—for example, on Instagram captions and videos. 

Influencers must have a YouTube, Instagram, Twitter or Facebook account to qualify for an Amazon storefront. Amazon doesn’t provide much detail on how follower size impacts qualifications beyond noting that it “looks at the number of followers and other engagement metrics of the influencers’ social media presence.” Influencers who become verified on Amazon have a verified badge and link on their storefront as well as access to Amazon social experiences, called bounties, and forthcoming new benefits that Amazon has yet to disclose. Once set up, virtual storefronts can be customized through photos and a bio. The influencer program is currently available in the US, UK, Canada and India.

The move helps consumers, too, letting them easily follow storefronts to they can stay up-to-date on products their favorite influencers suggest. From there, shoppers will receive updates via email and push notifications whenever the influencer contributes new content to the site, including reviews and the creation of new “Idea Lists” on the storefront’s page.

According to Liane Mullin, COO of WhatsUpMoms, a parenting network with 1.6 million subscribers on YouTube, sales commission depends on the product category. Marketing Land reported that Amazon approached Mullin’s team about setting up their own storefront. “Our community has always asked for our product recommendations, but we didn’t really have a great solution to aggregate all of our favorite products. Amazon is a trusted site for a lot of parents, so it was an easy decision to partner with them for our first online store,” Mullin told Marketing Land

As for commission rates, they vary from one percent to 10 percent, as Business Insider noted. The storefront is equipped with a reporting tab within Amazon that tracks the sales of products and bounties. In addition to tapping major influencers, Amazon is also targeting micro-influencers who have small but highly engaged audiences.

In addition to Amazon influencer storefronts, there is Storr and Like To Know It, two retail concept platforms that allow users to curate collections and shopping experiences much in the same way that Amazon storefronts work. San Francisco-based Storr, which launched earlier this year, allows anyone to open their own store via their phone. Storr owners can make up to 15-25 percent on commission. Similarly, Like To Know It was created in 2017, and by the end of its first year, had over 1.3 million registered users on the mobile app and over $300 million in sales coming from its shoppers. The platform is driving influencer sales at scale, as research mentioned on Forbes noted that four of five of Nordstrom web visits came from influencer-driven referral traffic, 79 percent of which came from Like To Know It and its parent brand, rewardStyle, in 2017.

With Amazon influencer storefronts, Storr and Like To Know It, influencers are crafting experiences that are more shoppable for followers on platforms where it’s not easy to link out to a product. For example, to shop on Instagram, one must remain in the app. Custom links to storefronts simplify the user experience and expose followers to new products they potentially wouldn’t search for on their own.

While the storefronts provide influencers a new way to monetize their popularity, it’s not clear yet to what extent Amazon’s initiative will benefit marketers. The program is in its early stages and marketers currently have no access to influencers’ storefront metrics. In the beginning stages, brands will have to rely on influencers to provide traffic data, making the storefront retail concept not entirely immune to fraud.

The storefronts will, however, move marketers one step closer to understanding the value of influencer marketing beyond awareness raising. After storefronts become more established, marketers will have better insights into the conversion rates of each influencer and that data will help them navigate those relationships accordingly. The question that remains for marketers is whether or not they can retarget influencers’ audiences beyond their storefront and incorporate those consumers into their larger brand strategy. 

Unilever Debuts ‘Trusted Publishers Network’ In Battle Against Ad Fraud

Unilever is marching forward on its battle against online ad fraud with the Unilever Trusted Publishers network. The new group of strictly vetted networks must meet Unilever’s standards of viewability, verification and brand value.

The Trusted Publishers network is comprised of yet-to-be-named digital platforms and publishers across global, regional and local levels. Each must meet stringent requirements according to Unilever’s “3Vs” that include viewability, verification and [brand] value.

In addition to meeting Unilever’s standards, members of the Trusted Publishers network impose strict expectations on whoever advertises with them regarding ad fraud, ad formatting, brand safety, traffic quality, data access and more, according to a press release.

Keith Weed, Unilever’s renowned chief marketing and communications officer, will retire in May 2019 but not before he issues another blow to would-be fraudsters. Weed will discuss the topic on Thursday at the WFA Global Marketer Week conference in Lisbon, Portugal.

“Online advertising credibility is still a global, industry-wide problem and as the world’s second largest advertiser, we have a responsibility to use our scale and influence to address this issue,” Weed said in a prepared statement. “The Unilever Trusted Publishers will add more rigor to how Unilever advertises online.”

According to a 2018 study by Dianomi, click fraud accounts for up to 90 percent of clicks for online campaigns. Despite this, Forrester found that only 19 percent of marketers had taken systematic action to prevent fraud as of 2017.

Last year, Unilever debuted its Digital Responsibility Framework that focuses what the consumer packaged goods (CPG) giant will and will not invest in. Unilever said that it would not invest in any platform or environment that promotes division, hate, fraud or a lack of influencer transparency. The brand also tackled gender stereotypes with its #Unstereotype Alliance and committed to partnering only with networks that create a better digital infrastructure.

Unilever did more than threaten digital ad networks, however. Instead, it formed an alliance that will, if all goes well, create a global solution committed to privacy, consumer experience (CX) and ad ecosystem innovation first. Partners for this initiative include Facebook, Twitter, Google, Nielsen and Kantar Media.

It’s not often that a company makes public demands of this nature, but Unilever is one of the top ad spenders on the planet. The giant made good on its threats, too—Nielsen reports that Unilever spent 29 percent less on ads in 2018.

Despite lower ad spend, Unilever reported a 51 percent increase in annual net profit for the fourth quarter of 2018. Driven by growth in India and other Asian markets, the company

reported a net profit of 9.8 billion euros ($11.2 billion) in 2018 compared to 6.5 billion euros ($7.3 billion) in 2017.

 

Report On Six Second Ads Shows Narrative Is Key

Content is getting shorter and so are our attention spans. But, shorter doesn’t always mean better. It’s been reported six-second ads aren’t as engaging as longer ones and because these short spots don’t touch viewers emotionally. Because of the shorter time, it’s harder to build a narrative that connects consumers. Storytelling is still vital for success and new research finds these six-second ads generate a teasing effect.

Teads partnered with RealEyes to analyze the emotional impact of these ads to figure out how to make a six-second spot the most effective. The study called ‘Done in 6 Seconds: How to Make 6 Second Ads Work Harder’ studied reactions of 166 global six-second ads from 75 brands.

“RealEyes assigned each tested ad an EmotionAll® Score, a proprietary measure,” said the press release.

Viewers may be more likely to finish a shorter ad than longer ones, but the shorter ads score lower and often fail to connect emotionally. Longer advertisements have just that—more time to actually tell a compelling, emotionally-effective narrative. The study found on mobile, six-second ads have an average EmotionAll score of 3.6 compared to longer format ads at 5.1.

The study found repurposing an ad for a smaller format drives confusion and lowers its emotional impact—just cutting it isn’t the solution. It must be pre-tested to find the most effective six-second selection.

But some marketers have found ways to make this short window work, and the report offered examples. In a Snickers commercial, a grandmother holds a baby and tells the mother her sister’s baby is cuter. The ad ends with “snarky, eat a Snickers.” It has a clear narrative and ending. In another successful case, Royal Canine shows a yawning puppy with no dialogue.

The study found using a celebrity doesn’t mean an ad will automatically be successful, and these ads actually averaged a 35 percent lower score. Conversely, funny commercials drive better engagement, the more laughs the higher the score.

For a six-second ad to be profitable, it needs to be simple. If there are more than three “messages” in a six-second ad about 19 percent of respondents don’t understand it and engage with it less. The report also found sound doesn’t really matter in terms of emotional connection, they actually had the same score at 3.6. This could be attributed to how people are seeing videos on social media, which are most often muted. And whether marketers use a voice-over or not, these videos should be “optimized for off sound.”

Finally, no matter where you put the brand—start, throughout, midway, or end—it has no impact on emotion or attention. RealEyes and Teads found only 16 percent of these six-second ads had a call to action, but due to their teasing effect, consumers should be able to act in order to drive more engagement.

 

Kenshoo’s Q4 Report On Search Advertising, Instagram Spend

Kenshoo recently released its quarterly Q4 2018 trends report, which is bursting with data. The report focused on search and social trends—these remained strong throughout the year and still continue to lead in digital advertising spend.

The report suggests marketers look at Q4 as a solid indicator of how the following year will turn out and get vital insights to better prep for 2019.

Search Advertisement

Marketers invested significant amounts in search advertising last year, as search shopping campaigns prove to be a productive return on investment resource. According to eMarketer, in 2018, brands around the globe spent more than $120 billion on search advertising, and the lion’s share came in Q4.

Kenshoo’s report revealed one peculiar data piece related to search volume growth: while spending was up 14 percent, clicks and impressions were up even higher at 31 percent and 47 percent respectively. One explanation is shoppers’ convenience to search for anything, anywhere and anytime, thanks to successful search shopping campaigns tied to mobile. According to the report, three out of every four dollars spent on shopping campaign impressions were on mobile devices.

Social Advertising Performance

Social media advertising surged in 2018, as social video ads, for example, represented 40 percent of social spend in Q4 according to Kenshoo’s report.

Instagram

Instagram, the second largest social ad platform in the world, saw a 120 percent increase in ad spend YoY. However, it is important to note that although Instagram is rapidly growing in terms of social advertising, Facebook is still dominating the field. This could be related to the fact that although widely successful, Instagram is still a relatively new player in the advertising industry arena.

The majority of Instagram ad spend growth came from advertisers who have been on Instagram for at least one year.

Per the report, “advertisers who have been using Instagram Ads since 2017 spent four times more on the channel than those who only started spending on Instagram Ads in 2018.” Also, despite being heavily criticized, Instagram stories grew faster in spending than Instagram feed. Instagram stories made up 10 percent of all Instagram ad spend share in Q4, marking a 2 percent increase from the previous quarter.

Social video ads were also up across the board, “Social video ads represented 40 percent of social spend in Q4 which was the same as Q3 and seems to be where advertisers have landed on its role in the social media plan” said the report.

Pinterest

What made Pinterest numbers unique was the growth of engagement on the platform, even before the holidays. The report shows that the ads skyrocketed in Q3, with a click-through-rate of 0.70 percent versus just 0.56 percent in Q2.

And, as a result, conversions came, Pinterest spending was 58 percent higher in Q4 than in Q3 last year.

This is a common trend on the platform because consumers check Pinterest for gift tips and inspiration in advance of the holiday season. This is what makes Pinterest a great channel for creating buzz around the products in the times when the users are only “shopping” for ideas and not things.

 

The Spinner And The Faustian Bargain Of Anonymized Data

For the price of just $29, everyone can harness the power of targeted messaging and use it to persuade a chosen target to quit smoking, commit to a relationship, stop eating meat—virtually anything. It’s called The Spinner.

By surreptitiously sending a cookie to someone via a link, that individual becomes part of a small target set of lookalikes that receive 10 pieces of content and 180 impressions intended to convince them of something.

Of course, what The Spinner is doing, as marketers know, isn’t a new tactic. The company, while incorporating some proprietary tech, is using existing targeting tools that have been developed by Facebook and Google.

Spinner’s CEO, “Elliot Shefler” just presents it in a way that the average consumer can understand and utilize without needing to know the in’s and out’s of programmatic distribution.

Shefler closely guards the details about his operation and was reluctant to provide his own background information and contact info to AList. According to him, The Spinner employs about 10 people for its consumer product and partners with a British agency for nameless larger brand clients.

The Spinner, which launched in April 2018, has sparked some interest among users looking to sow seeds of influence among their relationships.

“Every day we have many requests with many different messages and goals,” said Shefler in a call with AList.

He also vehemently believes in the power of using this targeting and social media to persuade.

“Definitely, there are some success stories,” said Shefler, citing an example of a client who wanted their son to not quit college by delivering content about college dropouts.

“If the message is tailored to the recipient and you repeat it frequently enough—very powerful.”

The Spinner

—–

In a post-Cambridge Analytica environment, an increasing number of consumers are becoming more concerned about how targeting tools and consumer data could be leveraged outside of the scope of marketing purposes.

According to a study by Janrain in 2018, 57 percent of 1000 consumers surveyed cited the Cambridge Analytica scandal as the reason they shifted their opinion on concern around data privacy and security.

The conversation prior to this moment, however, has been concentrated on personal data and the responsibility of protecting and effectively managing the data of individual consumers. While GDPR has gone a long way to hold accountable companies to protect this data, should we also be worried about anonymized data and targeting if it can be used by anyone for any purpose?

Grouped into little factions based on our interests, our purchase histories, our political beliefs, our jobs, we’ve been assuaged by the promise of our user data not being personally identifiable by third-parties, and therefore not susceptible. (Never mind that this has already been proven untrue.)

As Shefler is quick to point out, a key difference in what he provides with his expertise isn’t about using his technology to reach the broadest swath of potential customers, but rather about honing in on those you already have a relationship with.

“The value is in retention, not in the acquisition,” he said.

He related a story about one insurance company he was commissioned work on, where he would target the insurance agents at the company to “brainwash and manipulate” them and change the perception of the company itself with the goal of retaining those agents.

“We planned a similar campaign with a big pharmaceutical company that was targeting doctors (not patients—doctors) with articles about the benefits of a certain medicine.”

—–

Shefler himself does not have any social media accounts, in part it seems to guard himself against the very tools he is monetizing from and also partly because of the nature of his work. It is hard to tell if this is pragmatism or paranoia—if he has truly seen what lurks beneath the hood.

In an email following our call, he used the common adage of those in tech—“If you’re not paying for it, you’re the product”—as an answer to his philosophy on privacy and when pressed about whether he feels the same targeting tools he leverages for The Spinner could be vulnerable to possible misuse, his response was matter-of-fact:

“I would prefer using the word “effective” instead of ‘vulnerable.’ The answer is: highly effective.”

MWC Barcelona 2019: New Keynote Speakers Confirmed

The winter season is officially here… the weather is frosty and coats and scarves are officially part of our closets. And so, the preparations for MWC have also commenced! GSMA is busy gathering some of the biggest names in mobile to speak in Barcelona.

Executives from Daimler AG & Mercedes Benz, Microsoft, Niantic Inc., United Nations, Sprint, Vimeo and more are among some of the keynote speakers confirmed. These leaders will be in Barcelona at MWC19, discussing the future of mobile.  They represent a wide variety of operators and organizations across the technology ecosystem:

  • Chuck Robbins, Chairman and CEO, Cisco
  • Dieter Zetsche, Chairman, Daimler AG and Mercedes Benz
  • Mariya Gabriel, Commissioner, Digital Economy and Society, European Union
  • Thomas Bach, President, IOC
  • Satya Nadella, CEO, Microsoft
  • John Hanke, Founder and CEO, Niantic Inc.
  • Hiroshi Mikitani, Founder, CEO and Chairman, Rakuten
  • E. Dr. Aisha Bin Bishr, Director General, Smart Dubai
  • Amina  Mohammed, Deputy Secretary-General, United Nations
  • Sir Lucian Grainge, Chairman and CEO, Universal Music Group

The conference will address key topics such as the evolution to 5G, connectivity, immersive content, AI, digital wellness, and digital trust, among many others. In addition to the keynote sessions, the conference will include a series of focused track sessions that explore specific subjects in greater depth. For more information on the keynotes and the conference, visit here.

Further updates for the event, including new exhibitors, sponsors and programs have also been announced. For more details on new exhibitors, sponsors and partners, check out the latest press release.

Shutterstock Launches ‘It’s Not Stock’; First Campaign In Six Years

Shutterstock, a New York-based technology company that serves as a cornucopia of assets for marketers and creative professionals, hasn’t had an ad campaign in six years. The company’s new campaign aims to highlight the quality and variety of the brand’s stock photography library.

The campaign, “It’s not Stock, it’s Shutterstock,” launches in January and invites the subscribers to take another look Shutterstock as not just a mine of images, video clips, music tracks, services and tools, but the source of endless creative inspiration. The platform’s users will notice six new categories, which will include “Fierce to Friendly,” “Bold Background,” “Sunshine Style,” “Home Sweet Home,” “Another Dimension” and “The Look of Love.”

The campaign ad, in its turn, features the fetching Jack Russel terrier dressed in a casual business suit and a shirt, with a message that reads, “Furrystock. Fashionstock. Fetchingstock. It’s Notstock. It’s Shutterstock.”

There’s also a stern-looking sphynx cat with the message that reads, “Fiercestock. Meowstock. Wildstock. It’s Notstock. It’s Shutterstock.”

The “It’s not stock, it’s Shutterstock slogan was designed to draw attention to the high variety and quality of the Shutterstock library items, contributed by over 550,000 artists, musicians and photographers, and to highlight the convenience of the search tools offered on the site.

The company’s chief marketing officer, Lou Weiss, said in the campaign press release, “Creativity is now mission-critical for businesses of all sizes. Customer expectations are simply too high­– companies with mediocre advertising or visually dull websites are being left behind…. Our campaign is a celebration of the amazing artists who contribute these incredible assets to our platform and highlights the extraordinary value that they bring to creative endeavors every day.”

Shutterstock’s last major campaign came after a rebranding for the company six years ago. The brand’s now ubiquitous “O” was placed around objects like giraffes in high-quality photography–much like a camera’s viewfinder.

The “It’s not stock, it’s Shutterstock” campaign will launch across digital and social channels in the US, UK, Canada and Australia this month and will begin in mainland Europe, Latin America and Asia in the spring.

AList Shares Shutterstock Launches 'It's Not Stock'; First Campaign In Six Years

Shutterstock Launches 'It's Not Stock'; AList Shares First Campaign In Six Years

Digital Marketing World Forum Lands In New York Next Month

The Digital Marketing World Forum (#DMWF) Conference & Expo arrives in New York next month (November 7-8) for the North American leg of its industry-leading events series.

Taking a two-day residency in the Hudson-side Javits Center, #DMWF will welcome more than 800 members of the digital marketing community to foster valuable new connections and actionable learning thanks to expert-led agenda.

#DMWF is proud to confirm support from its platinum sponsors Shutterstock and Crimson Hexagon; gold sponsors Lab Cave, Social Chain, SEMRush, Talkwalker and WatConsult; and silver sponsor Accelo, alongside more than 40 exhibitors.

Ticket-holders will gain full access to an action-packed agenda split between two central and complementary themes—Data, Disruptive Tech & UX (DDX), and Content & Social Media Marketing (CSM)—each track boasting a lineup of more than 80 digital marketing experts from globally-recognized brands.

Data, Disruptive Tech & UX

On DDX, attendees can join Google’s head of analytics – consumer, government & entertainment sector, Kevin Hartman, to learn about the power of UX in elevating offline customer experience (CX) and ROI, swooping over how to measure the impact of CX and the new technologies enhancing it.

Meanwhile, a panel featuring marketing leaders from POPSUGAR, Domino.com and UNICEF will reveal a glimpse into the industry’s future, focusing on the technologies set to revolutionize consumer behaviors across the globe.

Never more important in today’s climate of consumer privacy, Mozilla’s head of paid media, Justin Terry, leads a session tackling the role of ethics in data marketing, including how to align paid media strategies to your brand’s strategy with diligence paid to best practice.

Other brands represented on the DDX track include Samsung Electronics, Sunglass Hut & Oakley, Frenchtoast.com, La Maison Hubert, Reuters, HSBC Bank USA, SVSound, Live Nation, Verizon Wireless, TOD’s Group, National Geographic, Casper and more.

Content & Social Media Marketing

On CSM, delegates can take an unmissable lesson in ‘Digital Diplomacy’ from the United Nations, thanks to a session exploring how to handle a social media crisis from Charlotte Scaddan, information officer of the social media team of the UN Department of Public Information.

Experts from Shutterstock Custom, WeWork, Great Big Story and Sports Illustrated will converge their wisdom in a panel predicting the future of content marketing, including the new technologies and types of content that will engage the changing browsing habits of the consumer.

And who better to deliver insight into effective storytelling that cuts through noise than Robert Monek, executive producer, digital & social media, Disney ABC? Monek will explore the impact of the rise of ephemeral content on platforms such as Instagram and Snapchat, among much more.

Other brands represented on the CSM track include Subway Restaurants, Social Chain, World Bank Group, OXO, NYSE, Island Records, Mattel, Gerber US at Nestlé, CNN, Condé Nast, Dell, NBA, Coty Inc, Sage Software, Grubhub, Amnesty International USA and more.

For the full agenda or to register for your pass, head to the #DMWF North America homepage. Register to attend before November 2 and you will secure your ticket at the Advanced Rate, offering lowest price available ahead of the event.