zefr at advertising week
Events

Advertising Week 2015 in NYC is officially underway. From Monday, September 28th, through Friday, October 2nd, ZEFR’s presence will be felt throughout the week, with a kickoff party, a panel, a workshop, demos, and more. For anyone looking to follow along with us, bookmark this post and check back often. Here, you’ll find live video streams, photos, and key insights from the ad industry’s 12th annual gathering of marketing and communications leaders.

Panel: “Every Second Counts: How ‘Moments’ are Reshaping Marketing”

Tuesday, September 29th
3:45pm/12:45pm (EST/PST)

Reaching the right person isn’t enough anymore. You have to reach them at the right time. Technology is changing both what is possible for advertisers and what is expected from consumers. Are we moving fast enough? Where is it going? Find out from some of the biggest thought leaders in the industry.

Tune in on Tuesday, September 29th, 3:45pm/12:45pm (EST/PST) to watch the official livestream from the ADARA Stage at Times Center Hall in NYC:

UPDATE: This event has passed. Here are some highlights:

Featured Panelists: ZEFR Co-Founder Rich Raddon, ZEFR SVP Marketing Dave Rosner, YouTube Global Head of Product Commercialization Beau Avril, Mindshare Chief Strategy Officer Jordan Bitterman, and Kiip CEO/Founder Brian Wong.

Workshop: “A Crash Course in Influencer Marketing”

Wednesday, September 30th
12pm/9am (EST/PST)

A demonstration and discussion about the strategies and best practices that make influencer marketing work. Watch as some of the most successful influencers in the world work with progressive brands to do breakthrough work. Sleeves will be rolled-up, ideas will be challenged, and secrets revealed.

Tune in Wednesday, September 30th, 12pm/9am (EST/PST) to watch the official livestream from Lucille’s at B.B. King in NYC:

UPDATE: This event has passed. Highlights below:

Featured Panelists: ZEFR EVP of Media Solution Sales Rick Song, Macy’s VP of Digital Media Kimberly Yarnell, Liquid Thread VP Brand Content Director Jeff Wolfe, and Snapchat Celebrity Shonduras.

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Events

At the 11th annual Advertising Week in New York City, ZEFR’s own Dave Rosner convened with Bonin Bough (VP Global Media & Consumer Engagement, Mondelez International), Doug Ray (Global President, Carat), and multi Grammy-nominated DJ, artist, and producer Kaskade for ZEFR’s panel discussion: “Video Today: Where Culture for Brands is Born.”

Highlights from the Panelists

Here are a few of our favorite moments from the panel.

On audience targeting:

“If you go back, and you look historically, if I came in in the 50s and asked you to advertise on TV, you’d be like, ‘Get out of my office because radio is really amazing.’ This whole thing right now is all going to work. We know that it’s going to work. The question is who is going to lean in and really and understand how to win on data, audience targeting, and real time. That’s what’s in front of us right now.”

– Bonin Bough | VP Global Media & Consumer Engagement, Mondelez International

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On influencers:

“As a marketer, the role of creating content and responding to culture, and then curating the content that’s relevant to the brand around culture is important. I think one of the things with digital video in particular that we’re starting to see and what ZEFR does is helps us to understand who are the influencers. I think that influencers are going to be playing a more important role as we go forward because those are the people that actually consumers are connected with, and if we can connect our brands to those key influencers, then we can be part of the conversations and stories that those influencers are telling and their influencing millions and millions of followers, and that’s all earned media that we’re not paying for.”

– Doug Ray | Global President, Carat

 

 

On living in real time:

“I feel like I can speak to the fans directly. I didn’t have to wait for radio to break my song, I put it up on YouTube. It’s about living in real time. Things are happening so fast, the message is always changing. Without any constraints, it’s about moving really fast.”

– Kaskade | Multi Grammy-nominated DJ, Artist, and Producer

 

On culture:

“We’re in an industry where brands and cultures collide. If you’re not participating, you don’t know what’s happening in culture. You’re just missing it.”

– Dave Rosner | SVP of Marketing, ZEFR

 

 

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The ZEFR Nation kinda crushed AdWeek. Thanks for all those who spent it with us!! #ZEFR #AdWeek2014 @advertisingweek

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Events

Pictured above: EDM artist Kaskade

Who can explain the phenomenon that is Electronic Dance Music (EDM) on YouTube? Or, rather, why isn’t anyone exploring the phenomenon, or even calling it one? To put some perspective on just how much the genre towers over not just music on YouTube, but everything else, look at how its numbers compare to the platform’s current reigning monarch: PewDiePie.

With nearly 31 million channel subscriptions and over 6 billion views across his entire video archive, PewDiePie is the only YouTuber with more subscriptions than YouTube itself. (The platform’s own channel tops out at just over 22 million subscriptions.) So, no one, not even YouTube (if you can wrap your mind around that), comes close to the popularity of PewDiePie when it comes to subscribers. Yet, when you start talking about total views, the phenomenon of EDM takes center stage.

Let’s compare. PewDiePie’s most popular upload (“A Funny Montage”) has attracted about 60 million views. Again, impressive, until you compare it to “Animals.” No, not “animals,” as in uploads of furry creatures doing adorable things, but “Animals,” the EDM track written and produced by Martin Garrix. The song’s official video uploaded to his label’s (Spinnin’ Records) channel currently has over 360 million views. To be clear: that is nearly six times as many views as PewDiePie’s most popular upload. (And nearly 40 million more views than people in the United States.)

Perhaps a more relevant comparison would be to pit “Animals” against other current popular songs by artists across a wider spectrum, not just EDM. Stacked against top tracks from Justin Timberlake to Kanye West, Garrix still buries the competition. “Animals” even outperforms the ubiquitous “Single Ladies” from Beyoncé.

EDM comparison

Garrix’s label, in fact, is the top-viewed and most-subscribed of all EDM labels with YouTube channels. Spinnin’ Records is nearing 7 million subscribers and has over 3 billion views. In third, Armada Music has recently entered the “billion-view” club, featuring artists such as Armin van Buuren and Dash Berlin. In second, Ultra Music’s two-and-a-half million subscribers watched its video uploads two-and-a-half billion times.

EDM video comparison

The growing population currently viewing and engaging in EDM music and culture on YouTube is one of the best-kept secrets on the platform. And it is enormous.

Anyone interested in drilling down even deeper into one of the more fascinating subsets of YouTube culture would do well to attend ZEFR’s panel at the 11th annual Advertising Week in New York City, “Video Today: Where Culture for Brands is Born.” Featuring one of Ultra Music’s marquee artists, the panel includes two-time Grammy-nominated EDM artist Kaskade, who will speak about how culture has come to drive some of the most unique (and most watched) content in digital video. As a contributing member to Ultra’s ascendence to the “billion-view” club, his insights are not to be missed.

ZEFR Panel at Advertising Week: “Video Today: Where Culture for Brands is Born”

Date: Wednesday, October 1

Time: 2:45 pm

Location: Times Center Hall, 242 West 41st Street, New York, NY, 10036

Panelists: Kaskade (multi-Grammy nominated DJ, artist, and producer); Bonin Bough (VP of Global Media and Consumer Engagement, Mondelez); Doug Ray (Global President, Carat). Moderated by Dave Rosner, SVP of Marketing, ZEFR

 

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