360i Adds Jacob Davis as VP, Search & Performance Marketing

We’re pleased to welcome digital media veteran Jacob Davis to 360i as Vice President of Search & Performance Marketing. In this newly created role, Jacob will be responsible for leading new business search engagements, bolstering strategic search products and partnerships, and publicly stewarding the agency’s search practice through thought leadership.

Jacob Davis

Jacob brings more than 12 years of client and agency-side experience to the role—years spent building teams, leading optimization efforts, and running clients from initial opportunity engagement to full operational capacity.

“Search continues to be a cornerstone of our media practice, and a vital part of our overall business,” notes 360i CEO Jared Belsky. “360i has built a reputation as a leading innovator in search, so it was important that we find someone with the passion, expertise, and leadership experience necessary to maintain that tradition. Jacob possesses a powerful curiosity, and an openness to novel ideas that makes him a natural innovator. At the same time, his charisma and communications skills will be invaluable as we begin to execute our business development strategy for the year ahead. I couldn’t be more excited to have him aboard.”

Prior to joining the 360i media team, Jacob served as VP, Head of Search at the digital marketing agency iCrossing, where he managed paid and organic search for the company’s entire client portfolio. Before that, he filled leadership positions for a number of agencies and global brands including Havas Media, Neo@Ogilvy, and Hilton Hotels. Jacob’s agency experience has put him to work for some of the biggest names in marketing, including Lego, Microsoft, AAA, IBM, AutoZone, Tyson Foods, Liberty Mutual, Comcast, and TD Bank.

“360i is something of an icon within the field, so it’s truly an honor to be joining the team here,” said Jacob. “So much is changing right now in the world of search and performance marketing—from the rise of voice and semantic search to the rollout of the mobile first index. I can’t think of an agency that’s better positioned to capitalize on that change and lead its clients into the future of search and performance marketing.”

360i has been a longstanding pioneer in search since its founding in 1998, when Google was redefining how consumers searched for information. Twenty years later, the agency has been named a Leader by Forrester Research in “The Forrester Wave: Search Marketing Agencies” five times, with the latest report stating “Marketers will appreciate this agency’s ability to stay on top of trends but also have a level-headed perspective on what is industry hype versus real market changes.”

Jacob’s hiring marks the latest in a string of notable promotions and additions across the 360i leadership roster, which this year has also seen the appointment of Jared Belsky as CEO, the promotion of Abbey Klaassen as NY President, and the addition of Raig Adolfo and Doug Rozen as the agency’s new Chief Strategy Officer and Chief Media Officer, respectively. In early 2018 the agency was named Adweek’s Breakthrough Media Agency of the Year, and recognized in Ad Age’s A-List issue for the eighth consecutive year.

The post 360i Adds Jacob Davis as VP, Search & Performance Marketing appeared first on 360i Digital Agency Blog.

360i Teams Up with National Geographic and Oath to Premiere First-Ever Programmatic VR Campaign

360i is partnering with National Geographic and Verizon’s Oath on the first-ever programmatic VR campaign to promote the season two premiere of MARS, a hybrid, six-episode series that alternates between scripted drama and documentary sequences to predict what life will be like on the red planet. The prospect of terraforming Mars once was considered science fiction, but soon, it will be a reality. After a highly successful first season — the series became National Geographic’s second highest rated series of 2017 — the campaign will build awareness for the return of MARS, which premieres on November 12.

For the first time ever, VR users will see ad placements for MARS in picture frames, on TVs and even on traditional billboards in gaming and social experiences — all within the immersive VR environment. This new ad experience will help the network deliver dynamic ad creative to attract viewers, seamlessly powered by Oath Ad Platforms and a partnership with SSP Admix and BidSwitch.

“We constantly look for ways to innovate and create seamless and immersive content experiences for our audience,” said Dennis Camlek, executive vice president, strategy and consumer marketing at National Geographic. “By partnering with 360i and Oath on delivering this incredible, first-of-its-kind VR experience, our audience is able to engage with MARS and get excited for the new season, and ultimately, by using this powerful storytelling device, we’re hoping to inspire future scientists, explorers and adventurers.”

VR usage is growing, especially within the gaming audience. There will be an estimated 36.9 million VR users by the end of this year, according to eMarketer, and that number is expected to increase 70 percent by 2020. We know consumers are hungry for engaging, well-executed VR ad experiences that provide utility, enhance reality and create meaningful connections with brands.

Read more about the partnership in MediaPost.

The post 360i Teams Up with National Geographic and Oath to Premiere First-Ever Programmatic VR Campaign appeared first on 360i Digital Agency Blog.

Real magic happens when a creative brief doesn’t (necessarily) result in an ad

In a new piece for The Drum’s “Opinion” section, 360i Chief Strategy Officer Raig Adolofo argues that the outdated nature of the creative brief holds agency pros back from greatness. He writes, “In this brave new advertising world, brands are built under ever-changing circumstances; every client needs a true business partner, and agencies need to be able to address challenges with creative problem-solving. And to be sure, there is no shortage of complex business problems to be solved.”

Raig notes that modern agencies must be capable of providing different, unique answers to clients’ needs, and that at the root of this lies the fact that creative briefs are in desperate need of a makeover.

How can agencies move towards solving that problem? Raig introduces five key steps:
1. Invite the agencies in earlier.
2. Interrogate the challenge with them.
3. Organize an open brief.
4. Be open minded.
5. Define new metrics for success.

Read more in The Drum to learn how rethinking the creative brief can help create stronger results for both clients and agencies.

Follow Raig Adolfo (@Raig) 360i (@360i) and The Drum (@TheDrum) on Twitter.

The post Real magic happens when a creative brief doesn’t (necessarily) result in an ad appeared first on 360i Digital Agency Blog.

Would you buy a house sight unseen? New Bravo show puts couples to the test.

The real estate market is crazy, but Bravo’s new show Buying it Blind takes it to a new level.
To promote the premiere of the new show, three “hidden” homes are popping up in key, high-traffic areas in New York, Chicago and Los Angeles.

Buying it Blind, which premieres at 8/7c on Friday, November 2nd as part of the network’s new real estate and design dedicated “Bravo Home” content block, will follow house-hunting couples who can’t agree on what kind of home to buy, so they hand the decision (and their life-savings) over to a team of experts to buy and renovate their dream home sight unseen.

To highlight the drama and anticipation of spending all that money on a house that will be a total surprise, Bravo worked with 360i to completely cover a series of existing homes in mysterious packaging posing the question, “Would you buy this house sight unseen?” The hidden houses serve as larger than life billboards that stop people in their tracks and generate buzz for the show. And to further target home buyers currently browsing the market, the wrapped homes are also being featured as “listings” in native advertising on Zillow.com & Trulia.com. Will this real estate gamble end in a dream home or a house of horrors? Tune in Friday night to find out.

Want to see a hidden house to see for yourself? Stop by these three locations:

New York City – 80 Washington Place, NY, NY 10011 (October 31-Nov 3)
Los Angeles – 611 Mildred Ave, Venice, CA 90291 (Oct 30-Nov 4)
Chicago – 716 West Schubert Ave (Lincoln Park) Chicago, Il 60614 (Oct 30-Nov 4).

Read more about the activation in the Chicago Tribune and BizBash.

The post Would you buy a house sight unseen? New Bravo show puts couples to the test. appeared first on 360i Digital Agency Blog.