Fellows Attended The AD Club’s Holiday Party and Auction….

The AD Club’s Annual Holiday Party was on December 1, 2016 and it was great fun and purpose!
The event was held at Arena, 135 W 41st street, between 6th Ave & Broadway.
DJ Whutever, from iHEART kept the party going as members of the community celebrated in their festive holiday attire.

The Auction of Unique Experiences was a successful fundraising effort!

Sample of Experiences
• Lunch w/ Jonathan Mildenhall, CMO, Airbnb.
• NBA and Dinner w/ John Nitti, Chief Media Officer, Verizon.
• Lunch or Dinner w/ Fernando Machado, Head of Brand Marketing, Burger King.
• Yoga w/ Gail Tifford, VP Media and Digital Engagement NA, & Jennifer Gardner, Sr. Director of Media NA, Unilever.

And our raffle winners won Great Prizes!

 

i’mPART Women’s Fellowship Program

The ADVERTISING Club of New York is committed to mentoring and engaging women of diverse backgrounds in the advertising, marketing, media and related industries through our “i’mPART Women’s Fellowship Program”.

OUR GOAL:
To support mid-level professionals and provide them with tools to move them to the next level of their career path. We want to enrich the lives and careers of these women through hands on workshops and lectures.

HOW DOES IT WORK?
We will select 10 – 15 high potential professionals to send to major industry conferences (one per quarter). We’ll curate the experience giving them access to unique training opportunities and introducing them to executive-level mentors to “shadow” and enhance their experience.

CRITERIA:
– Applicants must be women who currently work in advertising, media, marketing or related industries
– Applicants must have between 3 and 10 years of experience in the industry

**Candidates of diverse backgrounds are encouraged to apply**

About i’mPART:
i’mPART is a diversity and inclusion initiative designed to create awareness, action and change in the advertising, media and marketing industries. i’mPART aims to Promote, Attract, Retain and Train new and existing talent by supporting best-in-class programs, developing leading practices and offering experiences to build a diverse professional network.

We believe that Diversity isn’t just a number or a percentage. It isn’t just race, creed, gender or sexual orientation. Diversity isn’t just a box to check or “the right thing to do.” Diversity IS inclusion, variety and different perspectives.

About the AD Club:
The ADVERTISING Club is the premier organization for all advertising and marketing professionals in New York. Founded in 1896, the AD Club offers its members a forum to exchange ideas, make connections and honor excellence. The Club’s Foundation provides students numerous educational outreach programs that give back to build a stronger and more diverse advertising and marketing community. The Club is the facilitating sponsor of the International ANDY Awards, which acknowledge outstanding creative achievement around the world in the field of advertising. www.theadvertisingclub.org.

Apply: 2017  i’mPART Women’s Fellowship application available January 2017

Michael Kelly, Director of User Experience | McGarry Bowen

Full-Journey Targeting, Owning Audiences and What Else to Expect from OOH in 2026

Steven Spielberg’s 2002 cyberpunk mystery-thriller, Minority Report, famously painted a picture of the world (and OOH advertising, specifically) in 2054 that was high on personalization and invasiveness.

Fifteen years later we are in a different world: cycles of technical innovation are shorter (meaning that more innovation happens more quickly), but we are also more susceptible to making broad cultural changes that are rooted in technology.

Consider the rise of the smartphone. Consider the rise of the “sharing economy” as embodied in companies such as AirBnB and Uber. Consider the movement toward electronic wallets and payments in the cases of ApplePay, the Starbucks app, Venmo, Seamless and for airline boarding passes.

Consumers crave convenience, utility and the sense that they’re getting the best possible deal.

Here’s what I see as OOH’s part in this evolution:

  1. Screens & Audience

In 10 years, the Internet of Things (“IoT”) will have blossomed (more than 75 billion devices by 2025 source), leaving screens and sensors on every surface, and in every crevice of our lives. Our phones and our most basic personal habits will serve as 2-factor authentication that secures our possessions, but that also enables ad targeting.

Consumers will expect –and brands will offer– all manner of utility, convenience and discount. This exchange will function as permission to market to them. The data mavens who stitch together the micro-moments of our lives will merge this data with behavioral models about when, where and how much we transact.

In essence, we’ll have a high resolution map of where our audience is –and how they behave– at all times: in social, at home or work, on the street, at the gym or in a plane. We’ll be buying an audience, wherever they are. We’ll follow our audience with full-journey targeting, from home, to work, to the store, to their self-driving car, to the bar and back home again, crafting personalized messages designed to get them to convert.

This is happening today in miniature, but OOH and other channels are not a tangible part of the conversation. OOH will function as a critical conversion enhancer in 2026.

  1. Owning The Audience

The Dread Pirate Zuckerberg will continue to rule the high seas  Facebook will evolve its data story and audience targeting (as they push channel-agnostically into OOH) to the point that they will be able directly trade in the results of a campaign. Meaning that we’ll be able to get real-time estimates of how much it will cost to target a particular audience, and induce them to do a particular thing.

If you want 100,000 signups (who will definitely be active, paying users) made up of women with 2 children with a HHI between $150k and $175k, living in coastal cities with spouses in finance and an intent to travel to Europe in the next 12 months, that will cost you $1.54 million. Done.

When that level of prediction comes to pass, Facebook will essentially own the audience. To achieve this, they need to own more of the physical user journey, which requires OOH.

  1. The Funnel Explodes

While personalization and full-journey targeting will certainly represent exciting storytelling opportunities, data and performance will still be holding the purse strings in 2026.

Tracking the purchase impact of OOH is tricky today. As it is more systematically integrated into campaigns, we’ll have more data, be able to draw more behavioral insights from that data and gain a more nuanced understanding of its influence. I predict that we’ll come to understand that even small exposures and interactions at OOH will deliver significant influence… and even evolve into a secondary dynamic market.

We may discover a model where some audiences respond disproportionately to very small exposures to OOH at particular times of day: perhaps when men in the suburbs are walking from the train to the parking lot in the evening. Imagine being able to just “sprinkle OOH sparkles” on individual targets when they’re most likely to be influenced.

It may not be as entertaining as Tom Cruise battling “Pre-cogs” and Max von Sydow, but hey, it’s just 2026!

 

Kym Frank, President | Geopath

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What do you think about the present state of out-of-home?

This is an incredibly exciting time for out of home advertising!  Other formats are continuing to face serious challenges. Print readership continues to decline. Television grows increasingly fragmented due to VOD/streaming services and continued cord cutting.  Online advertising continues to be pummeled with ad fraud, bots, and the rise of ad blockers. Out of home advertising, however, remains immune to these issues.  The industry continues to grow and thrive with no end in sight.  In fact, OOH advertising was up 4.1% in the previous quarter year-over-year according to the OAAA.

What do you think excites consumers the most about out-of-home?

Well executed OOH has a massive impact on consumers and has been shown to influence consumer action. While most forms of advertising are consumed privately – we watch TV in our homes, listen to the radio in our cars, and browse the internet on our mobile phones – most OOH advertising is experienced publicly. Plus, it is often enormous! The pure scale of it is exciting. By adding clever copy and/or a unique execution OOH can create a memorable experience that consumers love and want to share!

As out-of-home continues to evolve, combining the art and science of technology, what is it that excites you most about out-of-home?

Big data used intelligently will be a game changer for this industry. The ability to understand more about our audiences, the way they move throughout their day, what they buy, when they buy it, and the ability to optimize creative based on that information puts OOH in a stellar position in the advertising landscape. Every piece of inventory has its own unique story to tell through data and analytics. At Geopath, we are powering our new measurement system with data from mobile phones and GPS units to help advertisers better target and ultimately understand who they are reaching.  The insights we can glean from that data will put our industry in position to compete directly with other forms of advertising – and will allow OOH to better compliment other media.

What do brands need to do to make sure they reach the right audience at the right time in the right place?

Some brands place their OOH ads on the busiest street in the neighborhood where their target lives, or within a radius of their retail location. While these may seem like the obvious choices, they aren’t always the best or most effective options. At Geopath, it’s our business to create a stronger OOH marketplace through data and insights. Our measurement helps advertisers identify the best pieces of inventory to reach their specific target audience – while they are on the go. Of the more than 1.1 billion trips taken each day by consumers in this country, 45% result in the purchase of a good or service. It’s vital to help advertisers reach them at the right time and in the right location – before they’ve made the decision to buy.

Chris Serino, National Sales Manager | Vector Media

What is reenergizing the creative community to maximize out-of-home?

I believe one of the main factors re-energizing the creative community is the out-of-home companies’ willingness to adapt and become more flexible with our formats. I know for us with our bus inventory
across the country, the ability to allow extensions, fully vibrant illumination and most recently, the opportunity to use 3D embellishments has been instrumental in our growth.

As out-of-home continues to evolve, combining the art and science of technology, what is it that excites you most about out-of-home?

Combining the art of science and technology has been an enormous benefit for our medium. Having the ability to show clients the creative possibilities before we post has been incredible. We’ve recently begun showing clients what their ads can look like with 3D graphics which has made
an enormous impact.

Imagine it is the year 2026; tell us how out-of-home is being used and what impact it is making?

I have no doubt that out-of-home will continue to evolve and thrive well past 2026. And for the most obvious of reasons, “You Can’t Turn Us Off!” We’re out there 24/7 surrounding people while they work, live and play!

Ian Dallimore, Director of Digital Innovation + Sales Strategy | Lamar Advertising

As out-of-home continues to evolve, combining the art and science of technology, what is it that excites you most about out-of-home?

I think the potential of combining technology and relevant creative is the most exciting thing about OOH today. My team at Lamar is constantly playing the “I wonder if we could combine this to accomplish x”. Technology is the fun object that we can either accept or ignore. Our medium is seeing a renaissance because it’s big, bold and creative. By combining technology, it now allows us to live the medium in actual life in real time. Nothing is better than seeing strong bold creative that is relevant to a consumer. I think this has a lot to do with technology and social media companies wanting to play in our space. This year we utilized a VRT (vehicular recognition technology) that would trigger competitive conquesting creative messages for Chevy Malibu. We’ve worked with third party data companies to trigger fifteen plus creative possibilities for Google Play. We recently launched a Virtual Reality experience with Facebook in the PHX airport. I think it’s extremely important to try everything and have a tech tool box for your clients to use with OOH. We are excited what the future holds and continue evolve with ten acceptance of technology and OOH.

Out-of-home is everywhere but a lot of consumers are focusing on something else – their phone, driving…what should marketers do to maximize out-of-home reach?

We as consumers are constantly bombarded with signs and ads throughout our daily lives (over 5,000 a day). It’s important for us to be a part of multi-platform buys. As consumers,  an ad is an ad but if done correctly with creative consistency they can seamlessly come together. From the smallest screen, your mobile device, to the largest screen, OOH billboards – campaigns can be amplified if combined. As an industry we’ve done a great job of pairing mobile and OOH with campaigns and are seeing CTR +56% above the industry average. It’s important that we are providing a robust experience and the consumer has a reason to click on that banner ad or tap/scan at the bus stop.  We are behavioral as humans and a positive experience and a useful use of an interaction is key. The recent SnapChat campaign that provided a geo-targeted filter is a great example that Girl on the Train provided for consumers. We need to continue to focus on how the most important device plays a role in all campaigns.

What do brands need to do to make sure they reach the right audience at the right time in the right place?

The use of data is key to this success, the industries introduction of GeoPath is proof of this. Other third party partners like INRIX and NOAA played a major role in the success of the All State OOH campaign. INRIX, the largest traffic data provider, allowed All State to trigger Digital OOH ads when traffic was heavy and different creative if a wreck occurred. NOAA, the largest weather data provider, allowed creative to trigger based on road conditions and offer driving suggestions based on weather conditions. The use of data will become a standard in the OOH industry and creative agencies should learn to utilize these triggers more often. Lastly, determining consumer life patterns throughout the day using third party data helps provide these more relevant OOH ads.

Imagine it is the year 2026; tell us how out-of-home is being used and what impact it is making?

My apologies as I geek out about this type of question. I think that the OOH industry plays an important role in providing connectivity of the driverless vehicle. I also believe that OOH will provide charging stations for the driverless cars while collecting data in exchange that will trigger relevant OOH ads. The connected home will not only connect to your vehicle but also allow suggestions of what type of restaurants you like that night based on what’s in your pantry. The refrigerator will know when you are out of milk, ketchup, ham as well as your pantry. This info will talk to your driverless vehicle and Digital OOH will trigger those items and provide the grocery store that has advertised on those billboards. The billboard would then trigger a message to the vehicle for not only a coupon offer but also driving directions and a scheduled time. The clothes you wear will tell a lot about you not only from appearance but also its activities. While you’re waiting for the subway the digital ad would trigger a message for muscle milk because you burnt 500+ calories this morning. What you’ve served to you smart home device (Google Home) would help trigger OOH vacation ads. Your smart TV will help trigger suggested shows on your ride home that could be connected with a trailer to the inside of your car. The future is going to be a fun place for the OOH industry!

 

 

Will Travis, Executive Chairman USA/Global Partner | Sid Lee

When you embrace the fact that a billboard is no longer just about exposure but about connecting on a deeper level, you can really start to get creative. However, context is everything. The consumer’s mind is in a constant state of flux, and it’s crucial that OOH is adaptable and flexible in its messaging and dialogue.

Catering to the growing demand for connection, is thinking beyond the traditional advertising team and gathering a multidisciplinary crew of Planners, Strategists, Data-Creative Techs, Architects, etc. Of

course, Art Directors and Copywriters will always be necessary; but you need different creative minds to come together as a collective to envision an OOH result that will be interesting, captivating and immersive.

It’s a really exciting time to be in OOH marketing, as this medium presents a huge opportunity for brands. The reality is OOH’s existence was threatened, but we are seeing a huge evolution swing to embrace and leverage this critical medium. With all things, when there’s a threat of extinction, it presents a massive creative opportunity. It’s exhilarating. There’s never been a better time than right now to be creative, to engage OOH and prove the medium at key.

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Bravery isn’t an extraordinary feat; it is doing the right thing.

Latest Redefining Bravery hits home on the importance of social justice in media.

The first person to cross the Brooklyn Bridge was the woman responsible for building it. Emily Warren Roebling, the first woman engineer helped connect Manhattan to Brooklyn in 1883, just a few short years before the ADVERTISING Club of New York was founded. Mike Germano, the Chief Digital Officer of VICE Media led these opening remarks of the latest iteration of Redefining Bravery by reminding us of the Brooklyn Bridge as a symbol of connection and community.

Germano co-founded Carrot Creative which was acquired by VICE in 2013. Mike has a passion for bold ideas and trailblazers doing business outside of the status quo, a natural fit for the ANDYs programming which strives to empower the industry to support brave ideas.

The CEO of Brooklyn-based, values-driven mobile agency Prolific Interactive, Bobak Emamian humbly opens announcing he has never been qualified to do anything in his life, setting the tone for what was an intimate evening. It has been the people around him who have allowed for him to be brave, including his family who immigrated to the US from Iran to escape the turmoil of war in 1985. His worldview was shaped by growing up with the juxtaposition of a white suburban town and an Islamic republic. The people around him have allowed him to be brave and continuously push boundaries.

Prolific Interactive set off to redefine the agency model by ensuring conversations about inclusivity occur daily. He cited just one example of recently changing policy to give both mothers and fathers longer paid leave. Not because they analyzed the numbers but because, he says, “it’s the right fucking thing to do. Bravery is pretty simple; it’s about doing the right thing. Legacy means creating a brand that will outlive all of us. If we lead by example, by policy and innovation it will give us all a chance to leave a legacy. It is our job as industry leaders to fight for change even if it means sacrificing our profits.”

Rem Reynolds, Co-Founder of Inamoto & Co, and former AKQA Managing Director discussed conflicting fears that result in action. His major life choices have been framed by two conflicting fears; the fear of change and the fear of regret. Reynolds decided to share a personal story of fear in its raw form – when he was mugged when first living in Brooklyn. He was faced with the prospect of saying no to his aggressor or following him to an ATM that was a 15 minute walk away.  The idea of staying with him one minute longer was all he needed to get himself out of the situation.  He used the same rationale when he made the decision to leave his job which was attached to success, comfort and accolades to open his new creative shop and start from the ground up – a brave move indeed by our industry standards.

Social justice and human rights advocate Jennifer MacArthur, Founder of Borderline Media closed out the evening with her journey of navigating and championing a new set of rules for journalistic integrity. MacArthur shared her path to finding and carving out distribution channels which champion storytelling from all perspectives and unheard voices by removing the 20th Century ideal of journalistic objectivity.  She shared, “Objectivity carries the unspoken assumption that the people from ‘within the thing’ you are covering are biased; only people from outside of it have enough distance from the issues to be able to accurately report on it and why.” While working at StoryCorps, MacArthur was able to challenge this notion and find the formula to combine audience development, distribution and content by changing the narrative of what it means to ‘own’ content. This formula was to remove and replace objectivity and instead insert human rights issues. MacArthur has also co-founded Impact Producers Group, a network of people who believe in authentic storytelling and honor the responsibility of doing so.

Thank you to our talented and passionate speakers who are fundamentally shaking up the media industry. These personal stories let us peek into the industry’s most respected creatives and marketers to what inspires them, what moves them, and what propels them to show up and do the important, innovative and fun work.

Redefining Bravery returns in 2017 and remember to submit your brave creative ideas into the ANDY Awards before January 13th.

Special thanks to ANDY Supporter Audio Network for the evening’s talent. audio-networks-logo

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#SaveTheIdeas – 2017 FAQ Guide.

The 53rd Annual ANDY Awards is now accepting submissions. Submit work before January 13th to avoid any late fees. You can submit on behalf of your agency, a client or yourself. Below are some frequently asked questions when starting the entry process and don’t forget to bookmark the Call-For-Entries details (Professional and Student).

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Do I have to be an AD Club member to enter The ANDY Awards?

It is not required for you to be a member of The ADVERTISING Club to submit work into The ANDY Awards. Learn more about membership here.

How do I change my account information from the previous year?

We do not keep the previous year’s log in information. After you register, you will receive an email with your 2017 log in information. The passwords are automated and will look something like this: 3Cx45qu9. We are sorry for the inconvenience but they cannot be changed.

When entering print work, what does accordion style mean?

In our Entry Packet materials we state “For Print Campaigns, tape each campaign together accordion style reading from left to right (horizontal) as a single unit. Number each ad within the campaign in the same sequence as indicated on the entry form.” We ask for the work this way so we know exactly what order it should be viewed and can help to prevent the work from being separated.

Please consider the following when preparing your PRINT entries for shipment:

  • Do NOT send your work rolled in a tube.
  • Don’t forget to include your itemized list inside your package.
  • If the same print piece is entered in more than one category, you must send a copy for EACH category.

What is this barcode for and why do I need it?

The barcode is how the Jury judges your print work. It is found at the bottom of your print forms generated by AwardCore. Please ensure the barcode is securely attached to the front of your physical print piece on the lower left hand corner (for campaigns, only attach to the first piece in the campaign sequence.)

Why do I keep getting a “file too large” error?

For assistance formatting your creative to our specs, please refer to EntryBot.com. Quickly upload your files and select International ANDY Awards. EntryBot is in the cloud and available 24/7 from anywhere in the world.

Can I submit supplemental/additional print work to be included alongside my print, video or radio entries?

The ANDY Awards will only accept supplemental materials if it is absolutely necessary for the jury to properly judge an entry. If you decide to send us supplemental materials please attach the entry form to the back so we can match it to the appropriate entry. Please contact the ANDY Awards team if you need further clarification on this.

Can I edit/add credits after I’ve submitted payment and completed my entries?

Yes. It should also be noted that if the work goes on to place in our show we do NOT use the credits in the system. The ANDY Awards team will follow up individually with the winners to obtain the credits they’d like published.

When does the ANDY Awards publish the shortlist?

The shortlist is available after judging is complete at the end of February or early March depending on when Final Judging falls. We will send an email to our entrants as well as issue a press release and post on our website.

How will I know if I have won an ANDY Award?

If your work shortlisted that means you may have won an ANDY. If you did not place in the Show, but appear on the short list you should be very proud that your work was in contention and highly respected by our esteemed jury. The ANDY staff will contact entrants individually letting them know that they have not only shortlisted, but they have either won gold, silver or bronze ANDY(s) and provide information about the upcoming Show. The Show and Party is the FIRST place entrants will find out whether they have won a Bronze, Silver or Gold ANDY.

How do students enter The ANDY Awards?

The ANDY Awards are not only for professionals. We encourage students to register for our Student Competition for a chance to win The Glenn C. Smith Award. The winner of the Student Competition receives a $10,000 scholarship to further their creative studies.

If I want to enter the Student ANDY Awards do I have to be currently enrolled in my school/university or can I enter work from before I graduated?

Any full-time student in an accredited institution of higher learning is eligible to submit entries. Students must be currently enrolled in their university in order for their work to be eligible for the ANDY Awards.

Good luck and we hope to see you at the Show in April! 

View The 2017 Jury
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The Shocking Truth About Out-Of-Home

Gina Grillo, President & CEO

The ADVERTISING Club/International ANDY Awards

Next time you are out and about, look up, look around you.  The landscape is changing; literally and figuratively.  Some of you may be shocked to realize just how much out-of-home has permeated our daily lives.  Let me tell you more.

According to the Outdoor Advertising Association of America (OAAA) Out-of-home (OOH) drives more online activity per ad dollar spent than any other traditional media.  OOH is 382% more effective than TV, 200% more effective than print, and 63% more effective than radio in driving consumers online.  Need more?  85% of all consumers believe OOH is useful, 83% believe it’s informative and 82% say it creates jobs and stimulates the economy.

The triumvirate of creative, data and technology are at the core of the out-of-home phenomenon driving growth, making OOH one of the fastest growing ad mediums.

Two out-of-home Gold Award winners from the 2016 International ANDY Awards are prime examples of creativity and technology combining to raise standards across the industry.

  • “Safety Truck” Leo Burnett Argentina for Samsung features “The Safety Truck”, equipped with a wireless camera, installed at the front of the vehicle. The camera captures real-time footage of the road and then wirelessly feeds it to four exterior Samsung screens on the truck’s rear wall. Making it safe for cars driving behind the truck to see what’s up ahead and make safe driving decisions.
  • “World Gallery” from TBWA\Media Arts Lab for Apple is just like an OOH art show, iPhone 6 billboards featured photos taken by actual iPhone users. Apple found photos it liked from 162 users from around the world and created outdoor boards of their work. In all, the campaign featured more than 10,000 installations in 73 cities in 25 countries. Apple called it “the largest mobile photography gallery in history.”

Out-of-home is reaching consumers all around the world. With work by British artist Mark Titchner, London’s Tube and rail network recently premiered the largest ever Tube advertising screens.  The screens support full motion video suspended from the ceiling in the ticket hall providing opportunity for advertisers to connect with more than one million people who pass through each week. A great example of creativity and technology fueled by data.

One of the reasons these advancements in out-of-home are possible is partially due to the fact that many cities are changing their positions on out-of-home, allowing more points of contact that enhance consumers’ outdoor experiences. Wi-Fi, charging stations, smart kiosks, and our own hometown contribution, the LinksNYC Beta kiosks that have popped up all over the city are able to deliver timely and pertinent messages through coordinated location data points.  All of these advancements are a requirement for today’s marketer.  It’s what consumers expect.

Sometimes, it’s what you don’t expect that catches your attention.  A few of the most advanced tech-based companies like Apple, Google and Snapchat are capturing the consumer’s attention in a simplistic way; becoming a part of the landscape in the most traditional way; through strategic use of billboards.  Apple’s 1984 television advertisement is no doubt iconic, but I’m certain you can still picture the powerful Apple billboards with graphic silhouettes of iPods in use.  Very powerful.

Advancements in data and technology continue to innovate transforming out-of-home’s way to reach the right audience at the right time and in the right place, it is a “must have” in the marketing equation.

The next time you are out; look around and see what surrounds you.  Understand that art + science is the advertising enabler. There’s no going back, the future is here.