This Q&A is part of OPA’s “Three on Three” series where we ask three industry executives the same three questions on a topic to uncover actionable insights… If you want to learn more, keep an eye out on our site for more interviews. Today’s Three on Three interview is with Jeff Misenti, Chief Digital Officer, Fox News on the subject of cross-platform advertising.
Q: What is the biggest hurdle in creating, selling and delivering cross-platform advertising initiatives?
A:I think that the biggest hurdle is the coordination and collaboration of all the parties involved. This includes the internal coordination among our Editorial, Production, Programming, and Sales Team. There is also communication with the Agency and the Client that must be clear and accounted for. All of these pieces need to fuse together seamlessly in order to reach our shared goal.
Q: Describe a recent or forthcoming cross-platform advertising campaign that you think is particularly innovative or successful:
A:We are currently exploring a campaign, featured once a week, which has a natural extension to a live online component. A prospective client approached us looking for ways to engage the audience into a custom campaign. Fox News Channel has a particular show that digitally engages with its audience during live tapings. We are working with both the show teams and advertisers to develop a Google Hangout where we can draw in viewers in to interact live with show talent.
Q: How do you approach the cross-platform sale organizationally?
A:In every organization, internal priorities differ. In order to succeed and create winning cross platform initiatives everyone must conform, at times, while also staying true to his or her own goals and responsibilities for the organization.
The sales cycle might require more time and resources to be collaborative and creative with clients and agencies to propose innovative campaigns. This approach may mean that we have more work to do to integrate the campaign; but again to my point – the execution of the planning stages is just as if not more crucial to launching a successful program. All parties put in a lot of time, effort and money and we need to make sure it isn’t wasted. And if we are successful with our advertisers, they are coming back proactively for ideas around new initiatives and campaigns.
It is also important to develop trust across the organization. As basic as it sounds, we all tend to overcomplicate things. If you and your peers are looking out for each other’s objectives in these situations, there will always be trust – and with hard work and trust, comes victory.
Jeff Misenti is the Chief Digital Officer for the Fox News and Fox Business networks. In this role he is responsible for the strategic direction of the products under Fox News’ digital portfolio. As a digital media veteran of 12 years, Misenti joined Fox News Network in 2007 to manage the success and growing presence of the Fox News and Fox Business digital properties. Coupled with his previous knowledge gained at Dow Jones/MarketWatch – where he constructed business-to-business and consumer business units – he has acquired the expertise of leading the most successful branded media websites. His wealth of knowledge and experience has garnered him a passion and successful presence in digital media.
Note: This Q&A is part of OPA’s “Three on Three” series where we ask three industry executives the same three questions on a topic to uncover actionable insights.
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