Building a brand is an exercise in patience and constant adaptation, both internally and externally. On top of creating their core product, brands are increasingly tasked with building content studios, conducting social listening, strategically partnering, and figuring out how to use data to both target and market better. At the Digiday Brands Summit in Key Biscayne, we asked brands to write down their biggest challenges. Then we followed up with a select few of them to elaborate, anonymously. Here’s what they said.
‘How often are your agencies bringing you new ideas?’
“It’s really hard to come up with things that aren’t derivative in nature. Developing brand-new ideas is pretty rare for anybody — whether it’s in-house or independent producers or agencies.With any creative process, there needs to be challenge. Without that you’re not going to have the best output you can have. I expect to push back on ideas and keep working on it until it gets bigger and better.”
‘Measuring success in social media’
“ROI is not just about impressions anymore. You need to look beyond acquisition as a metric of success. Big numbers don’t necessarily mean big results. How big they are — take influencers’ followers, for example — doesn’t always have a direct correlation with how engaged their audience is or the quality of engagement you’re going to have with them.”
‘Engagement vs. brand’
“We could jump on a number of trends and get a ton of engagement, but that isn’t on brand for us. It’s a constant push-and-pull of content between what’s going to do well on social channels like YouTube and Instagram versus what’s appropriate representation of the brand. Just because something’s hot doesn’t mean you have to jump on it, even though it’s very, very tempting sometimes.”
“I work with multiple internal brands and am also in charge of the overall external-facing brand. I have to try to do what’s best for all of them collectively. It’s exhausting to make them all feel like they’re the No. 1 priority even when they’re not the No. 1 priority.”
‘Scaling custom content’
“Every brand today is facing the really difficult challenge that each platform demands specific content, and each customer expects it too. Every platform provides different value and you can’t create a 30-second spot, scale it and parcel it out to multiple channels. You can’t take a round peg and fit it inside the square, the triangle, the rectangle and the octagon. There’s a plethora of options, so scaling across those channels in an efficient, cost-effective and creative way is very hard to do.”
‘Content vs. media’
“The marriage between content and media is supreme, because in digital, one is rendered useless without the other. The internal conversations that take place to determine what is best at the end of the day for our business is one of the biggest challenges we face today.”
“I don’t understand why digital is held to different standards compared to traditional, despite a proven track record. Digital has proved its effectiveness time and again and yet when it comes to signing the check, it’s really hard to pull budget from something that is so comfortable. I think it’s the fear of the unknown. The things that our digital team is assigned to do, is not aligned with the budget. You want me to try help double sales, you have to give me more of a budget.”
Gaming and esports influencers and executives dish on their most dreaded video game bosses
As shown by the success of Elden Ring this year, challenging, narrative-based titles are still the ideal for many core gamers. Digiday reached out to 15 prominent executives and influencers in the gaming and esports industry to ask about their most dreaded video game boss — and why.
In bid to become an always-on advertiser, Shell turns to dynamic creative tech
Shell has been testing a way to automate the creation of online ads. Do this well, went the thinking, and it gets a lot easier (and affordable) for Shell’s ads to run consistently throughout the year.
‘Frozen slices of Americana’: Pabst Blue Ribbon goes experiential with branded motel rooms
With this experiential effort, PBR is looking to tap into what people think of when they think of the brand -- that it's "classic, traditional, Americana."
SponsoredHow brands are activating Gen Z and millennial TikTok audiences
Roland Hamilton, senior vice president of global licensing, Trusted Media Brands Although TikTok is widely considered a Gen Z platform, the video-sharing app also boasts a high number of millennial users. With more than 100 million active users in the U.S. alone, 32% of TikTok’s global audience is between the ages of 25–34. This large […]
Why DTC brand Sugarwish is dialing down its social media advertising strategy
As social media advertising becomes increasingly expensive and harder to track, personalized gift company Sugarwish is rethinking its social strategy and reducing efforts there.
The demand for cookieless targeting is fueling ‘SPO 2.0’
Havas Media Group and PubMatic ink partnership, as buyers eye reduced ad tech taxes.