Disrupting the Scene: Place-Based & Digital Ads
We’ve grown accustomed to ads as part of our lives. But what if they could do more? What if they served a purpose, through form AND function. Several ads have been making waves for responding to their environments and viewers. The ANAR Foundation, a child-advocacy organization, used lenticular printing to tailor one message to adults and a different message to children via a single outdoor advertisement. Beats By Dre showcased the new Beats headphones in a Times Square takeover. People had their photo taken wearing the headphones and were featured throughout the famous landmark via multiple digital billboards.
These ads are more than just good ideas; they are part of the new frontier of place-based and digital advertising. Organizations and agencies can now use physical design elements to demonstrate and produce the results they are advocating. Likewise, digital ads can use mobile tracking to transform the kinds of messages consumers see. The sky may not be the limit, after all.
As Director of National Accounts, Ashley Giombetti manages the Ad Council’s relationships with over 50 U.S. media partners including television, print, digital, radio, out-of-home and emerging media. In her role she is responsible for securing donated media on behalf of the Ad Council’s 40+ public service campaigns such as Hunger Prevention, Autism Awareness and Job Training & Employment. She has developed strategic media partnerships with companies such as Buzzfeed, Spotify, Microsoft, Turner Broadcasting and Clear Channel Media and Entertainment among others.
Previously Ashley worked at HBO in the Affiliate Marketing department overseeing day-to-day responsibilities on the Comcast, DirecTV and DISH Network accounts. In this role, she was responsible for subscriber acquisition and retention efforts for both the HBO and Cinemax brands. She was also an integral part of the team that helped launch HBO’s TV Everywhere product, HBO GO.
Ashley is a graduate of Syracuse University’s Newhouse School of Communications and currently lives in Jersey City, NJ with her husband.
As Executive Vice President of Media, Beth Ellard oversees the media function for The Ad Council, securing $1.5 billion in donated media support annually for the organization’s 50 national public service campaigns. To this end, Beth is chiefly responsible for the Ad Council’s relationships with over 200 U.S. media partners including TV, radio, print, out-of-home, digital, and mobile. The Media team determines campaign media strategies, secures donated media commitments, and creates strategic media partnerships.
Prior to her role at the Ad Council, Beth was EVP & General Manager of DailyCandy, a women’s lifestyle digital property owned by NBCUniversal. She has also held positions at several top media companies including Hearst, Disney and Time Inc. Beth holds an MBA in Marketing from Northwestern University’s J.L. Kellogg Graduate School of Management and a BA in English from Georgetown University.
As CEO of Kinetic U.S., David leads the development and implementation of effective communications with consumers on the move by overseeing new business development, supervising agency relations and managing the agency strategic direction. Kinetic is focused on delivering creative, content and media solutions out-of-home that visually excite consumers and are grounded in evidence-based insights. David launched the Chicago office of Kinetic in 2006 to work with Group M agencies and quickly expanded the office remit to include direct appointments with MillerCoors, Western Union, and JanSport.
Prior to joining Kinetic, David worked at Starcom MediaVest Group in strategic media planning, directing media development and tactical implementation for several brands including Starbucks Coffee Company, Handspring Visor, Allstate Insurance Company and Natuzzi USA. His work has been awarded with National and Gold Media Plan of the Year honors by OAAA, as well as Mediapost Digital OOH awards. He is proud to support charitable and pro-bono causes including the American Red Cross and End Demand IL.
David is a graduate of the University of Wisconsin – Madison. He lives in River Forest, IL with his wife and son.
Ranvir is the co-founder and CEO of Chute, a complete visual marketing automation platform for brands, publishers and agencies to create media-rich stories through fan and brand powered media. An entrepreneur in spirit, Ranvir is the previous co-founder of LifeGrams Corporation and Blue Whale Labs. Currently he serves on the Board of The Detroit Foundation – a non-profit focuses on reinvigorating the city through social entrepreneurship and job growth.
Tim Nudd is senior editor for creative for Adweek. He began writing for Adweek in 1997 and has run its popular daily blog, AdFreak, since it launched in 2004. Tim also writes a weekly column for the magazine called The Spot, in which he deconstructs a major TV commercial each week. Tim's other work has appeared in publications including People, Life, The Village Voice and The Onion. Born in England and raised in Illinois, Tim now lives in Cape Elizabeth, Maine, with his wife and three children.