A Few Questions For Ross Martin, EVP And SWAT Team Leader At MTV Scratch

I am excited! Not just about the fact that Forrester's Marketing Forum is just around the corner. I am excited because I just got to spend some time with Ross Martin, the energetic executive vice president (EVP) of MTV Scratch. His team is a center of innovation at MTV for helping marketers connect with millenials, and his enthusiasm for the next digital decade is palpable. If you are coming to the Forum in San Francisco next week, you will get to hear Ross and his client and counterpart Jim Trebilcock, CMO at Dr. Pepper Snapple (DPS) Group, talk about the nationwide launch of Sun Drop soda that kicked off a few weeks ago.

Not to spoil that story, here are some of the things Ross and I discussed about the future of marketing:

DC: Given what you have done with DPS, what do you see as the future agency model? Can media companies replace agencies?

RM: We see new and inspiring work from agencies every day and have been lucky to collaborate with some great partners. Much has been said about the challenges agencies face with so many new models emerging. We believe these new models will continue to evolve, as agencies large and small pursue new ways to serve their clients.

Great agencies will look to capitalize on the strengths of media companies in both traditional and nontraditional ways — from ad sales and integrated marketing to the kinds of services Scratch offers, such as design and product planning, retail activation, creative execution, social media, marketing strategy, and more. 

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The ANA TV Conference And The Future Of Television Measurement

On February 10, our Researcher Mike Glantz was able to attend the ANA TV and Everything Video Conference. In light of our recently published call on the future of TV audience measurement in our new report "TV's Currency Conversion" (client access only), here are his observations from the event:

Overall, the conference featured an excellent lineup of presenters and speakers:

  • Nielsen announced that it is adopting Ad-ID standards into its local and national TV measurement methodologies. If marketers embed the Ad-ID tracking code, Nielsen will be able to report on brand-specific commercial ratings.
  • Bob Liodice, CEO of the ANA, announced that the ANA is forming a joint consumer panel with Canoe Ventures to test the effectiveness of Interactive TV (iTV) ads.
  • Al Gore discussed the importance of multichannel media planning and how CurrentTV is working to reach its audience across TV and digital.
  • Barry Judge, the CMO of Best Buy, shared the thought process (and hilarious outtakes) that led to Best Buy’s first-ever Super Bowl commercial.
  • David Stern elaborated on the NBA’s international expansion plans, as well as the NBA’s use of social media to drive brand awareness.
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