EI CEO Speculates On Ad Blocking’s Industry Impact

In the future, 2015 may be known in the advertising industry as the Year of Ad Blocking. The technology has been around for years, but Apple’s move to blockers on mobile devices has caused it to erupt in popularity and notoriety, with paid blocker apps ranking in the Apple Store’s top spots just a day after they were made available. The apps’ popularity means that if advertisers were previously turning a blind eye to ad blockers, they have no choice but to address the situation now.

In a recent piece for Bulldog Reporter, Emerging Insider Communications CEO Zachary Weiner reflects on three ways ad blockers will affect PR professionals. Instead of panicking and wringing your hands about ad blocking’s ability to upturn the entire industry, head over to Bulldog Reporter to read what you can expect in coming years.


Make your pitch perfect

Humbert Luna, our very own media strategist, recently penned a piece that appeared in Entrepreneur magazine that details how readers can lay out a PR plan that sets them up for success. Having landed media placements in outlets like Variety and USA Today, Luna’s words of advice have proven effective in the past.

Having an effective plan in place before pitching anything – news, events, announcements – means the difference between seeing the pitch in lights or having it wallow in deep, dark corners of the internet where only bots lurk.

Read his full thoughts over at Entrepreneur.


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Ad Fraud: A Force To Be Reckoned With

Advertisers may want to turn a blind eye to the elephant in the industry — ad fraud. But with bot traffic accounting for 36 percent of all web traffic and costing the industry $6 billion, they can’t afford to ignore the issue.

There are no rules or regulations — not to mention no consequences — for such fraudulent behavior, so advertisers need to be proactive with its ad strategy and spending to combat the issue. For a true by-the-numbers look at the real cost of ad fraud as outlined by a report from Emerging Insider Communications and eZanga, its mobile advertising technology client, head over to MediaPost.


Worried About Ad Blocking? Take a Deep Breath.

Less than two weeks after Apple enabled ad-blocking apps, many in the advertising industry are scratching their heads about their future and the ability to reach its desired audiences. And in an industry that’s expected to reach $100 billion in 2016, any bit of uncertainty can cause utter chaos.

But in a recent Tech Cocktail piece, Emerging Insider CEO Zachary Weiner says advertisers should stop and assess the situation before descending into panic and dread. While blocking apps will certainly affect the mobile advertising industry, they will also give rise to other forms of content, such as branded journalism and entertainment. One need not look farther than The New York Times’ own sponsored content platform, T Brand Studio, which is performing nearly as well as its own news articles.

So if you’re feeling panicked about the rise of ad blocking, sit back, take a deep breath and head over to Tech Cocktail to read his full thoughts.


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eZanga Provides Teens With an Inside Look Into the AdTech Industry

We here at Emerging Insider Communications take great pride in helping out others and giving back to the community. Seeing our clients do the same is something that tugs at our heartstrings. Our client eZanga, a digital advertising company based out of Delaware, has been doing just that.

By participating in SPARC, a community-development program that helps students and young adults entering the workforce become career ready, eZanga, has been able to give back to the community and has been helping the state of Delaware with its initiative to increase graduation rates.

eZanga provides teens with an inside look into the ad tech industry thereby providing an answer to the everyday question teens keep getting asked regardless of their respective generation: “What do you want to be when you grow up?”

eZanga along with other Delaware businesses help teens answer that question by providing them with mentors that are able to give them the necessary tools, skills, experience, and different point of views that are needed for them to make their dreams come true.

“I hope that for student’s perspectives, that they have the opportunity to work with somebody that’s not their parent, not their teacher, not a peer, not somebody from their church, but to get a different perspective from somebody that they’ve never met that could maybe help shape their career. I think that maybe if you affect only one person with SPARC and introduce them to a new career type or a different way of thinking, then there’s definitely a success, without a doubt,” said Michelle Brammer, Marketing Manager at eZanga.

Providing students with different perspectives and opportunities to explore career fields that they otherwise would not have known about is something that we here at Emerging Insider can stand behind. There’s a shortage of programs like these that help our youths become self-aware and eventually; hopefully, successful, as they are less likely to just “go with the flow” when it comes to their career choice.

This program along with the real world experience that’s provided to the teens makes eZanga’s involvement in SPARC something that we are extremely proud of and we would like to thank eZanga for doing what’s right for their community and its youth. Thank You!


The Four Most Forgotten Elements of Crisis Management

A crisis hits—now what? Most public relations firms have a go-to procedure in place to properly and immediately begin crisis management, or what I like to call damage control. And while no two crises are ever the same, most management measures are adaptable to any situation. Every crisis—product or personnel—requires immediate action and a transparent response. While these are obvious approaches, there are definitely some less obvious, yet equally important, crisis management elements that are often overlooked. Here are four things companies and PR firms should remember the next time a crisis stomps down its ugly foot.

 

 

Remember the Long-Term Effects

 

When something goes wrong, the immediate reaction is to fix the problem right away. This often means short-term goals are set without looking at the bigger picture. PR agencies immediately put out statements, releases and messaging looking to spin the crisis in their client’s favor. While this is the appropriate response, it’s crucial to ensure that these messages are aligned for long-term gain, and that the approach is strategic for maintaining positive relationships. How a PR firm or company interacts with the media during a time of crisis will have ripple effects moving forward. This can be positive or negative depending on the style of communication. How crisis statements address key messages can also have long-term effects on the reputation of a company. These elements need to be weighed, planned and orchestrated carefully while thinking about the company in the long term.

 

Moving forward, there is actually an ability to use the crisis as an anchor for future messaging. Companies can spin the crisis to create content with a “lessons learned” mentality, accepting the negative situation and creating a positive message out of it.

 

 

Don’t Just Manage a Crisis, Utilize it

 

Something unfortunate happened, but instead of just managing the situation, companies should learn from it by utilizing what they learned in a positive way. With every crisis there are typically amazing stories of how companies and teams come together in the face of adversity. If there was a problem or malfunction found with a product, it can often yield amazing insight. If there was a personnel problem, it can demonstrate teamwork and dedication to preserving a brand or company.

 

This isn’t about spinning a crisis to minimize it, reducing negative sentiments, or covering something up; it’s about uncovering the amazing stories that reveal themselves in times of difficulty. It’s about showing the positive that has come from the negative, and using that to demonstrate a company’s commitment to bettering themselves.

 

 

Keep it in the Family

 

When something goes awry, it’s natural to want to bring in the “experts.” But hiring an external crisis communications firm can be more detrimental than beneficial. Bringing in outsiders to clean up a situation requires that they deeply understand your brand or position. But the truth is, there is no time for learning and understanding. Crises need an immediate response, and if someone don’t fully comprehend your brand, it’s not going to work. That’s why companies should make sure their PR team or agency has crisis training, as well as a strategy and methodology in place. They already understand the brand and its message, which is essential in times of tribulation.

 

 

Be Better than your Competition

 

It’s not just about managing a crisis; it’s about managing a crisis better than your competitors. Companies often struggle to find the best approach for managing difficult situations, yet they also forget that these things happen to everyone—including competitors. The fact is, companies small and large will have a crisis at some point; that doesn’t mean they should stop managing key marketing initiatives even if one hits.


The Niche Advantage: A Call for PR Agencies to Specialize

Imagine you injure your arm in a nasty skiing accident. Naturally, you head over to your general practitioner to get it checked out. While the doctor is giving your arm the once over, he also mentions that he can provide you with some psychotherapy to treat any PTSD that may have been caused by the fall. On top of that, he can perform a mean root canal and give an exceptional sports massage.

 

Chances are you would run out of the office quicker than his nurse could mouth “quack.” Yet, this same behavior — deemed ridiculous in most professions — is considered the norm across countless public relations and communications agencies today.

 

This holds especially true for startups, and it is the main reason they are not seeing placements that drive results. To get the full scoop on why niche PR agencies are a must, and what three questions every company should ask before choosing a PR firm, read the entire story written by our CEO Zachary Weiner. You can find it in full on Agency Post.


Announcing the Emerging Insider Webinar: Moving Past Traditional PR

The Emerging Insider team is excited to announce our very first webinar production titled, Moving Past Traditional PR: How Emerging Media & Tech Companies can Market to the Masses. Lead by Zachary Weiner, CEO of Emerging Insider, the webinar will explore how traditional PR and marketing within the technology and emerging media fields are falling short of expectations.

 

During the discussion, we will take an in-depth look into the current PR pitfalls, and how companies can property position and brand themselves to cut through the clutter of the industry. By abandoning the traditional and embracing a new, risqué form of marketing, emerging media and technology companies will grasp how they, too, can reap the benefits of a more cutting-edge approach.

 

Attendees can look forward to current case studies of innovators and startups in the entertainment industry who have positioned, branded and evangelized themselves in amazingly successful ways. Zachary will also discuss why tech companies need to separate the PR hype from the hope, utilizing data-driven analytics to prove his case.

 

The 45-minute webinar will be followed by a 15-minutes Q&A segment, where attendees will be able to ask questions and voice their own opinions— further assuring the webinar ends on a lively note!

 

The webinar is scheduled to take place Tuesday, November 18th at 1PM CST. If you’re interesting in joining out webinar—and we hope that you are—please register for the event here:

 

https://attendee.gotowebinar.com/register/8663457097222634754

 

We look forward to you joining us for our first—but not last—webinar discussion!


How the Socialization of Video is Driving Massive Consumption

With the emergence of new tech, the entertainment industry experiences drastic shifts in consumer trends. Usually these changes in habits lead to a revolution in the way we consume and create content, completely altering and disrupting the space. Beth Principi, Staff Writer/Media Strategist at Emerging Insider Communications, delivers a compelling argument on how it won’t be long before traditional TV is replaced by OTT.

 

 

Point 1: Binge Watching is the New Norm

 

The ability to binge watch entire seasons of shows on-demand has dramatically changed viewer habits. With so much great television at your fingertips, it’s almost impossible to not veg out and blow through hours of content. Instead of waiting a week for the next episode of your favorite show, programs original to Netflix and Hulu release all episodes of their seasons at once so you can choose the pace at which you want to watch it.

 

 

Point 2: Changing the Video Landscape with Short-Form and Mobile

 

Short-form videos have become increasingly popular among Americans who are always on the go, or just have short attention spans. It is finding itself a comfortable home within the mobile landscape, mainly due to social apps like Vine, Instagram and Snapchat. It’s estimated that consumers spend around 33 minutes per day watching videos on mobile devices, most of which are short-form.

 

 

Point 3: Socialization of Content

 

Viewing has become more of a social experience and less of a spectator activity. With live-streaming broadcast networks like Huffington Post Live, any average Joe with a webcam can tell their story and work with the news outlet to create a real-time script based on the day’s top stories. Also, the simplicity of just sharing videos with social media followers and friends gives digital a huge advantage. Mobile video ads with social media share buttons drive 36 percent more engagement than videos with no options for interaction.

 

To read the article in its entirety,check it out at ReelSEO.


#KillPR- Join The Content Relations Revolution

PR-dead

What?

 

#KillPR is an initiative to re-define an entire industry in flux. Content marketing, earned media, and social campaigns must be united to best serve organizations in a rapidly evolving digital landscape.

 

 

Why?

 

Blurred lines between service sectors, disparate agency types and non-communicative marketing teams have created a communications 8 headed hydra that is too disorganized to overcome the content overload that barrages modern day audiences.

 

For all brand initiatives, a new breed of integrative champions must emerge. They are going to be the renaissance men and women who are in a state of constant innovation with content that interweaves the best practices across earned, owned and paid as a seamlessly unified whole. The modern marketer will need to be able to utilize data not just to hyper-target audiences, but also to drive creative holistically. They will need to be able to cross silos, mediums, and platforms and they will need to drive experiences in utterly novel ways. Content marketing, social media and public relations are no longer terms nor ideas that can be separate. Content relations, however, is a term we should begin to embrace. (Feel free to read more about it Here on ImediaConnection)

 

 

The Bonus

 

Are you interested in receiving a free analysis and audit of your owned and earned media strategies? Or perhaps just some earned media of your own? (See what we did there?)

 

Tweet us: #KillPR @emerginginsider with your best stat, quote or concept as to how the marketing industry needs to evolve and we’ll offer you a free consultation session. Additionally, the top ten responses we receive will go out with your name, handle and brand message across the multitude of our owned channels. Or if you’re one of those goody-goody types, you can just claim to be helping an industry in need.
#KillPR