Online Advertising

Here are examples of online marketing and advertising that I conceived and produced. I worked with the Partner/ Creative Director of Wiredrive and a Graphic Designer, but I provided the specs and copy and managed the production of all marketing deliverables.

PromaxBDA Awards Sponsorship Ads + Microsite (2010)

PromaxBDA Microsite 2010 Powered by Wiredrive

Wiredrive sponsored the PromaxBDA Conference, celebrating achievement in entertainment marketing and design. As VP of Sales and Marketing, I negotiated a custom sponsorship as the "Digital Workflow Partner," which included: producing original content, an exclusive awards show after party, and online advertising that drove traffic to the Wiredrive-powered conference microsite.

The microsite consisted of 25 videos, categorized by Topics:

Social Media
Future of Media
Creative / Design
Inspiration
Marketing Strategy
Mobile
Pitching and Recruiting

And, a sub-navigation categorized by People:

Media Leaders
Marketing Gurus
Social Media Gurus
Creatives
Technologists
Futurists
CEOs/ Executive Producers

Wiredrive Ads with Creativity 2008

We made our first foray into online advertising in 2008. The marketing strategy was to run online ads in June because that was when the biggest advertising awards shows took place, like the AICP Show, New York and Cannes Lions Advertising Festival in France.

Creativity Online featured our video ad on Ad Age: Creativity Online and flash ads in their E-Newsletters, which went out Monday - Thursday, for the whole month of June. Working with my talented team, I produced 10 versions: 9 variations co-branded with clients and 1 that was a generic “Wiredrive + You” ad. The partners and I worked together to come up with the tag line “Your Creativity. Our Power.”

I leveraged my client relationships by collaborating on advertising and cross-promotion. I managed to get written client approval from over 50 clients who agreed to let us use their logos in our advertising.

The marketing strategy reinforced our sales strategy. We established brand awareness while the sales team was traveling, which validated we were a major player in the industry. Our clients benefited from aligning themselves with Wiredrive as well. Wiredrive paid for the online advertising so they essentially got free advertising which put their brands at the forefront of people’s minds; and Wiredrive earned credibility by aligning with the best agencies, production and post production companies in the world. It was a win-win!

Creativity 2009

When Wiredrive sponsored the Creativity and Technology Conference, we created two versions of ads that ran on Creativity Online: 1) An ad that promoted the platform itself; and 2) An ad that promoted the brand video we produced for the conference.

As an early adopter of online advertising, I was already A/B testing and studying the analytics to track metrics. In fact, online advertising was still so new that publishers didn’t even generate good metrics. I used Google Tracking on all our ads so that I could track them independently.