In this MarTech Interview, we speak to Melinda McLaughlin, Chief Marketing Officer at Extreme Reach. Melinda is a superstar in the industry - recently recognized by the Stevie Awards for Women in Business, with the gold for Female Executive of the Year. Melinda is responsible for spearheading all aspects of the company’s global marketing and communications as well as driving market research, product development strategy and sales enablement.
Fun Fact: Extreme Reach handled ad delivery for over 70% of this year’s super bowl ads while ensuring that performers in the commercials got paid!
With a 25-plus year history in the advertising industry, Melinda has benefited from a career spanning across the entirety of its digital evolution. She spent 15 years on the ad agency side, then worked in house at A+E Networks for a decade. Most recently she was the CMO of Tremor Video, a video advertising technology company for brand marketing. The geek in Melinda sees a spectacular future for brand marketing, as TV and video advertising converge in today’s content everywhere world.
On this episode, we discuss video ad workflows, video ad performance, and video ad technologies.
- Extreme Reach — Extreme Reach offers the only enterprise technology designed distinctly to bring together the TV and Video ad workflow and all aspects of Talent & Rights management in a single, easy-to-use cloud platform. One platform and one process make brand advertising easier, and analytics more insightful, with the assurance of rights compliance wherever ads play. Founded in 2008, Extreme Reach proudly serves the world's biggest brands, agencies, post-production houses, all media destinations, and the talent community, altogether simplifying the process for every team that touches an ad campaign from start to finish.
- Video Ad Workflow Research with Advertiser Perceptions — The creative asset workflow lags years behind innovation in media buying. While the industry has developed technology for targeting and data analysis, there hasn’t been the same focus on improving sourcing and preparing creative assets for cross-screen/cross-device campaigns. This results in inefficient/error-prone processes, slower time to market and lower-quality viewing experience.
- Video Ad Performance Reports — Extreme Reach’s Video Advertising Benchmark Reports, prepared quarterly, look at trends in click-through, completion and viewability rates as well as invalid traffic and time spent, etc. for billions of video ad impressions served by the company for major brands across all verticals. Completion rates in Q1 reached new highs, fraud rates hit new lows and advertisers embraced 6-second ads.