“The Sell-Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Jeremy Steinberg, senior vice president of digital ad sales for The Weather Company.
It is big event season and the marketplace is abuzz. The sheer number of big event opportunities in the first three months of the year is enough to make any marketer’s mouth water, including the Super Bowl, Olympics, Oscars, Grammys and the Golden Globes, to name a few. What great opportunities to harness these powerful moments with unique messaging that impacts paid, owned and earned media.
But there is a problem with this strategy: The results can be fleeting.
I am sure many people will tell you that these high-profile events move product and build key brand metrics better than any other event. They say the best way to accelerate earned media is to leverage the immediacy of a big moment with a relevant message.