Marketing Communications Today Blog

In this episode, Brian Hunt explains, in the clearest possible terms, the total scoop on CTV for marketers. We learned its benefits and drawbacks, the differences between CTV, OTT and linear television, and why CTV is an essential medium for us to be experimenting with today. Career hint: Data science majors can write their own tickets in this field! Join us for the details of how television is becoming more digital, targetable and measurable as a marketing communications channel.

Cyndi Greenglass: How does connected TV (ctv) work?

Brian Hunt: Connected TV is a television connected to the internet. It works with a streaming enabled device like a game console, Roku, Apple TV or even a smart TV itself. Then, there is the content. There are three very distinct pieces of content. The first are subscription services, these are services such as Sling where it mimics your traditional cable service. The second category are apps, for example most networks or brands have an app, like CNN, and they either put free content on there or you can subscribe. The last group that's very specific and new are free ad supported apps that are owned by big media companies such as Pluto, that's owned by Viacom CBS there Izumo that's owned by Comcast. It has digital like qualities to it. In a Connected TV environment, we are able to target specific segments. Our particular platform has 30,000 different segments. The reason why CTV is growing is 65% of Gen Z or Millennials have at least one OTT subscription.

It’s time to look in the digital mirror. Do you like what you see? What does your “digital-first impression” say about you? And why should you care? Whether it’s your company website or your social pages, your web presence makes a bigger difference than you think. In this episode, our guest Andy Crestodina makes the case for investing in your digital presence right now, to make the impact you want tomorrow. He also shares tips on how your digital content must adapt to stay competitive, engaging and relevant. Join us!

Ruth Stevens: Why is content marketing important and how should marketers be thinking about their websites from a content perspective?

Andy Crestodina: One of the easiest ways to understand content marketing is by contrasting it with advertising. Every ad you have ever seen or have been exposed to is basically interruption. It was distracting you while you were trying to do something else. Every billboard, every cold call, every banner ad, every spam email—you know, a lot of advertising is really just push marketing. Content is what people look for. It’s what they want, what they share, what they searched for and what they subscribe to. One easy way to think about it is just go look at your browsing history, and it will immediately show you that content marketing is still relevant. Another way to think of it is, why would anyone visit your website if you don't have content marketing? There really isn't anything there without it, except the promotional parts of your site, which means that you're missing out on a huge audience.

Today, March 8, is International Women’s Day. This is a global day dedicated to the recognition of the achievements of women and call to action advancement for gender equality within all industries and spaces. The first IWD event was a public gathering of over one million people in 1911. However, the digital age has transformed the celebration into this day to cross oceans and empower women to come together, empower others and share their stories digitally.

Today, some of the industry-leading female alumni from the WVU Marketing Communications Graduate Programs share their stories about being a strong woman in the industry and the wisdom they wish to pass down to rising leaders.

M.S. IMC 2012
Communications Advisor
Prosper Africa