Consumers

Monday, February 23 marks a new stage in my career.  It’ll be my first day on the job at a small but promising company called Ovation Interactive.  The company is among others on the precipice of content marketing, realizing a focal shift from advertising channel into branded content distribution.

Ovation began eight years ago using its software to enable theatre owners to recognize incremental revenue by selling preshow digital advertising. Ready-made, attentive audiences of somewhat predictable demographics can be a powerful outlet for local advertisers in search of low-cost, creative message distribution channels.  Ovation distinguished itself by providing failsafes and mechanisms to track missed spots, eliminating generalized or best-guess makegoods that could cut into theater owners margins. In addition to the software, Ovation also provided the professional creative services necessary to develop the spots. In essence, beyond the initial start-up investment and nominal annual fee, the entire operation was turn-key for theatre owners.

While the theatre business segment has been a strong one, last year Ovation owner Mike Svoboda began to consider the potential application of the software product in different venues where like-minded consumers congregate. So began Ovation’s expansion into the only media outlets thriving today:  digital out-of-home.

My contribution will be in several areas: corporate communications and marketing, business strategy, and professional services development.  I couldn’t be more excited; I see these areas in a Venn-like diagram with brand development and stewardship at the intersection, in both internal and external (client) capacities.

I anticipate that we’ll be in “explorer” mode in the digital out-of-home (OOH) arena for awhile. Developing  a deeper understanding of the players, industry and trade groups, and determining our fit. One of my goals will be to see Ovation steadily rise to hold a respectable thought leadership position–i imagine less concerned with technology innovation and more so with consumer relevancy of the content.

Thanks to some very smart and talented folks I’ve had the pleasure to work with, I’ve long since been a believer in what I call the “content entanglement factor.” While it manifests itself somewhat differently in a Website context, the main principle is very applicable for OOH media: if you hope to effectively reach consumers today, with a goal of influencing their purchase considerations, you must switch from ‘advertising’ mode to ‘content marketing‘ mode. Content marketing is the key to informing consumers, educating them so that they might be equipped to make informed decisions, and packaging your messaging to entertain so that they enjoy the experience.

That’s relevancy+emotional connection, folks. Staples in a recipe for success.

So while the Ovation team has a lot of work in front of them, both internally and externally, I’m incredibly excited about the potential and possibilities that lie before us. Despite the negativity heralded across every trade pub I’m skimming today, I’m feeling like it’s actually a good time to be a marketer.  Ingenuity and passion can create lemonade from lemons.

I’m anxious to hear your thoughts: on my move, on digital OOH, on content marketing, on being a marketer today. Please make some time to comment!  Thanks!

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