Q&A with Randy Frisch, CMO at Uberflip

MEDIA 7 | September 26, 2019

Q&A with Randy Frisch
Randy Frisch, CMO and Co-Founder at Uberflip has led the content experience movement, prompting marketers to think beyond content creation and focus on the experience. 

Randy also co-hosts the Conex Show, a weekly podcast featuring top marketers and their strategies and secrets to success. His talks empower marketers with the strategies they need to capture their audiences, prove their worth, and align their vision.

MEDIA 7: If I were to say to a bunch of people who know you, ‘Give me three adjectives that best describe you’, what would I hear?
RANDY FRISCH:
Determined, passionate, caring.

M7: From Flipbooks to the world’s first content experience platform in just 6 years. What are some of the top reasons that helped drive Uberflip to where it is now?
RF: 
We started as a solution that would allow marketers to share content to readers whenever they wanted and on whichever devices. People still want to consume content whenever they want. Think of the way in which we consume video content on Netflix or music content on Spotify. We’ve been successful in large part because we’ve been able to create a product that marketers need, that make it easier for their buyers to become customers. But that hasn’t been enough.
The differentiator for us is culture—the values we strive for as an organization (not just the work environment). I’ll share my 3 favourites here:

● H.U.S.T.L.E.: this one stands for Heart, Unique, Skill, Tech, Lean, Entrepreneurial. My co-founder, Yoav Schwartz, and I actually screen new hires for these traits.
● Valuable, Relevant & Consistent: this one comes from the initial definition of Content Marketing (“creating and distributing valuable, relevant and consistent content”) by Robert Rose and Joe Pullizzi at the Content Marketing Institute. It only makes sense that our teams and employees should expect to be valuable, relevant, and consistent.
● Give Back: It’s important for us to give back to our communities and while we do this in numerous ways led by people across our team, one of my favourites is an annual charity ping pong tournament we host called Startupong which brought together startups in Toronto to raise $50,000 for Sick Kids hospital this year.
We’ve been successful mostly because we’ve been able to create a brand around engaging our team, our customers, and even our partners around these values.


"As marketers, we need to take our buyers on a journey using content. We need to be able to get a buyer from one piece of content to the next—think of a nice hiking trail through the woods."

M7: How can modern marketers leverage the personalized content recommendations given by Uberflip AI?
RF:
 It all comes down to the journey we take our buyers through. We recently produced a report with Heinz Marketing in which we found that only “1 in 3 B2B marketing leaders [of 283 interviewed] believe their current website encourages people to engage with their content at a high volume”. Essentially, we are leading buyers to a piece of content and leaving them to fend for themselves among your content. A visual I like to use is that of walking someone into a dark forest with no pathway and leaving them there. Not a good experience at all. As marketers, we need to take our buyers on a journey using content. We need to be able to get a buyer from one piece of content to the next—think of a nice hiking trail through the woods.

Uberflip AI serves up recommendations on our platform personalized to our buyers after they’ve consumed a piece of content. This allows them to stay and engage with more content while they’re in a content experience. Uberflip AI gives marketers the ability to predict what topic or piece of content their buyer might be interested in based on their behavior on a website, benchmark them against other users, and deliver content that they might be interested in, in order to extend their journey.


"Buyers want personalized content and they want it when they’re ready to buy. And it has to be a great experience."

M7: How does user-generated content help in scaling ABM campaigns at Uberflip?
RF:
I believe the best UGC for ABM (acronym overload!) is the reviews from customers. The best way to learn is from our peers. We often copy our competitors or look for best practices. There are many ways we can relate to a target account by showing them what their peers are saying. It could be finding a tweet from someone they respect speaking about the value of your platform. Think of it this way. If Roger Federer tweeted that a certain shoe was key to his play you'd likely win over other aspiring tennis players. In the world of B2B marketing, we can sometimes find more professional review sites like G2 or TrustRadius where highlighting a review from someone in a related industry can help win over the next target account.

M7: There is a lot of buzz around your book “F#ck Content Marketing”. What inspired you to preach this influential gospel?
RF:
 I was off to Dreamforce in 2017 and I came across a SiriusDecisions stat that 60-70% of all marketing content goes unused. It brought to light that even I contributed to this problem by driving my team to create more and more content. I had a revelation.

Thanks to Robert Rose and Joe Pulizzi at the Content Marketing Institute, content marketing was supposed to be about creating and distributing content “with the objective of driving profitable customer action.” But somewhere along the line, it became too much about creation and not enough about distribution and driving customer action (converting). And when marketers were distributing content, we weren’t distributing it in ways that led to profitable customer action—think of all those generic emails we sent people, loaded with links to videos and blog posts spread across the internet. We were sending people into dark scary forests full of content (sometimes that of our competitors). And we never got them back.

It all hit me. So I said “f#ck content marketing”, or rather, f#ck what it had become. My mission over the last two years has become to teach marketers how to create great personalized online experiences that we can send our buyers to, that actually take them on a journey leading to a conversion.


"Marketing is now becoming creating and distributing content to drive profitable customer action."

M7: What is the idea behind ‘The Conex’ (podcast show) hosted by you every week, which is already a big hit among the viewers?
RF:
 After 3 years and 227 episodes, we’ve decided to end the Content Experience Show and start fresh with a new show, The Marketer’s Journey, launching October. We had a great base of listeners and guests, but we wanted to spend more time focusing on the concept of the journey—both, the journey that our buyers go through, and the journey we go through as marketers. I’ll be speaking in-depth with marketing leaders about what their journey has looked like as marketers and what they strive for in creating great experiences for their buyers and customers.

M7: How do you see content marketing evolving over time?
RF:
 We’re not just seeing the evolution of content marketing, we’re seeing the evolution of marketing as a whole. Marketing is now becoming creating and distributing content to drive profitable customer action.
Let’s take a look for a moment at the way in which we consume video and music media. We went from syndicated TV shows and weekly programming on set channels (cable) to having bingeable content ready for us on demand (Netflix, Hulu, etc). We went from listening for our favourite song to be played on the radio, to downloading songs on iTunes, to now getting recommended curated playlists and artists based on my listening history on Spotify. We can search for content we want on demand and binge it for as long as we want. And we can do it whenever we want on multiple different devices around us.

Our buyers want personalized content and they want it when they’re ready to buy. And it has to be a great experience. Marketers are starting to catch on. We’re starting to spend time and money on analyzing the data, having great salespeople, and even on distribution. The difference-maker is that marketers are spending more time and money on personalized content experiences and using a content experience platform like Uberflip to accelerate the buyer journey.

ABOUT UBERFLIP

Uberflip is the world’s #1 Content Experience Platform (CEP). With tools to aggregate all your marketing content, they empower B2B marketing and sales teams to create personalized content experiences to engage accounts, nurture prospects, and convert leads, without the help of IT. It’s their mission to put control back in the hands of marketing teams to deliver high-converting experiences, that put the customer front and center.

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PROGRAMMATIC ADVERTISING

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Zype, TripleLift, Vevo | September 30, 2022

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Teads, IMPACT+ | September 29, 2022

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AD TECH AND MARTECH

Adtech and Search Executive Bill Michels Joins Moloco as GM of Retail Media

Moloco | October 03, 2022

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PROGRAMMATIC ADVERTISING

TripleLift and Zype Partner to Bring In-Show Programmatic Advertising Solution to Connected TV

Zype, TripleLift, Vevo | September 30, 2022

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TripleLift’s In-Show solutions dynamically and seamlessly insert brand assets directly into television programs during the post-production process and can take place days, months or even years after show filming is complete. Using machine learning, TripleLift determines where to insert a branded asset within the content, based on context and audience profile resulting in a better experience for advertisers and viewers, with a 12x increase in brand awareness and a 3.6x increase in audience engagement. Vevo, the world's leading music video network, recently announced that it is using both Zype and TripleLift’s technology to support overlay ads for brand-building and contextual targeting against expertly curated music video programming on connected TVs. “At Zype, we’re always looking to work with innovative advertising technology partners that can offer our customers greater opportunities for monetization and an improved streaming experience for the end-user,” said Matt Moore, senior vice president of Product at Zype. “At Zype, we’re always looking to work with innovative advertising technology partners that can offer our customers greater opportunities for monetization and an improved streaming experience for the end-user,” said Matt Moore, senior vice president of Product at Zype. “TripleLift's technology provides just that, with a focus on greater ad engagement and a better viewer experience, which presents an incredible alignment with our vision.” TripleLift’s In-Show solutions allow Zype customers using Playout 2.0 to: Leverage a unique post-production solution for product placement. Identify contextual moments and surface areas to superimpose a brand’s message or product into a show’s content with no disruption to the storytelling. Create a break in the action by showcasing impactful ad creative. Capture audience attention at optimal moments with a bespoke :06s ad format that scales back video content during natural, narrative breaks. Reinforce brand messaging without interruption. Enhance the traditional lower-third with a non-disruptive integrated ad experience that is contextually relevant for the brand. “Streaming TV has changed what viewers expect of their television experience. We know that viewers want a television experience that is more integrated and less interruptive and OTT content publishers need better ways to help brands reach their audiences,” said Michael Shields, general manager, connected TV, TripleLift. “Together with Zype, we’re making it possible for content publishers of all sizes to create and fulfill ad inventory in their linear playout channels through innovative, non-disruptive ad placements that meets viewer expectations and drives better outcomes for advertisers.” For more on this new integration, please visit www.zype.com. About Zype Zype provides infrastructure for digital video, with a cloud-based platform to manage and distribute enterprise-grade video across web, mobile, TV, and social media. Offering both developer-friendly tools such as customizable APIs as well as turnkey solutions for automated app publishing and playout, Zype's SaaS enables video creators, publishers, or distributors to quickly build, launch and manage superior video products at scale. With a wide ecosystem of video connectors and technology partners and an award-winning support team, Zype's customers confidently increase reach, engagement and monetization by delivering premium entertainment experiences. Founded in 2014 and acquired by Backlight™ in 2021, Zype is a privately held company with more than 300 customers worldwide. www.zype.com. About TripleLift TripleLift is the advertising technology company reinventing ad placement at the intersection of creative, media and data. Our marketplace serves the world’s leading brands, publishers, streaming companies and demand-side platforms, executing over 1 trillion ad transactions every month. Customers choose us because of our addressable offerings from native to online video to connected television, innovations that insert brands into content in real-time, and supportive experts dedicated to maximizing partner performance. Part of the Vista Equity Partners portfolio, TripleLift has appeared on both the Inc. 5000 and Deloitte Technology Fast 500 for five consecutive years, has been named to Business Insider’s list of Hottest Ad Tech Companies for three straight years and was awarded Most Innovative TV Advertising Technology by AdExchanger in 2021. Find out how TripleLift is shaping the future of advertising at triplelift.com. About Vevo Vevo is the world's leading music video network, connecting an ever-growing global audience to high quality music video content for more than a decade. Founded by Universal Music Group and Sony Music Entertainment in 2009, Vevo offers fans worldwide a vast array of premium content to choose from, showcasing official music videos alongside a constantly developing lineup of live performances and innovative original programming. From top superstars to rising new talents, Vevo brings incomparable cross-promotional support to artists across the musical spectrum, at every stage of their careers. Vevo has consistently evolved over the past decade to lead within today's ever-changing media landscape, embracing partnerships with a number of leading distribution platforms to deliver extraordinary content within ad-supported environments. With more than 25B views across television, desktop and mobile devices each month, Vevo brings music videos to the world – when, where, and how fans want them. Vevo is available on YouTube, Samsung, Samsung TV Plus, Amazon Fire TV, Amazon Echo Show, PlutoTV, Apple TV, Roku, Comcast (Xfinity X1 and Xfinity Flex), VIZIO, Sky (NowTV and SkyQ), Foxxum, XITE, NetRange, Redbox, T-Mobile Play, Virgin Media, Xumo, Telstra, Foxtel, Fetch, Rogers, Shaw, Local Now, Google TV, Android TV, Cox, ViX and Vewd.

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Teads APAC & IMPACT+ Partner in Measuring the Carbon Footprint of Online Advertising

Teads, IMPACT+ | September 29, 2022

Teads, the global media platform, announces a partnership with IMPACT+, with the purpose of measuring the greenhouse gas emissions of online advertising campaigns run through its platform. This announcement follows a series of tests with brands such as Renault, LaPoste, and Hello bank! at the French Ministry of Justice in France testing the carbon footprint of their advertising campaigns. The solution has now been introduced across APAC and ANZ exclusively to OMG group and its clients. The goal of this initiative is to create a standard of carbon footprint measurement across Teads’ campaigns, to better support brands and agencies in their CSR approach. Currently, Teads globally has over 50+ brands that have begun the use of IMPACT+ to measure their campaigns’ carbon footprint. This measurement capability has also gone live with OMG’s top 10 clients in APAC. Measuring the carbon footprint, a strategic challenge The environmental impact of online advertising is a young, and complicated topic. IMPACT+ is the leading third-party measurement provider, who can estimate the carbon footprint of digital communications and bring concrete recommendations on how to set up an environmental KPI. Teads’ new partnership with IMPACT+ allows advertisers to evaluate the greenhouse gas emissions of their Teads’ campaigns. Leveraging this measurement, brands will now have the ability to minimise the power consumption of each impression served as well as reduce the electricity impact of each media objective, with Teads’ continued investment toward minimising the amount of impressions required to reach the same objective. IMPACT+ currently provides a calculation to report on GHG emissions at the campaign level, which includes creative delivery electricity consumption and the associated greenhouse gas emissions depending on where the delivery took place, as well as the end-user device lifecycle GHG emissions. Concretely, the considered perimeter implies the necessary electrical consumption to the campaign delivery and the greenhouse gas emissions induced by this consumption. This first step allows then to analyse the campaign parameters impact from the point of view of the equipment’s usage (data centre, network, and devices) that are necessary to the delivery and to recommend optimisation levers. The actual calculation is based on the required energy for hosting advertising creatives, transporting on the network, and using the user’s device displaying these ads. This approach is part of Teads’ continued ambitions to evolve its platform and maintain its position as a sustainable business. The series of tests will open doors to new thoughts aiming to use this carbon metrics along with traditional media KPIs. Teads’ ambition in this space is to standardise carbon footprint measurement within the platform and therefore lead the digital marketing industry where reducing the carbon footprint of a campaign, without reducing its effectiveness, is the ultimate goal. The methods in place are new and keen to evolve to consider a larger perimeter, integrating other elements involved in the delivery like use or data, programmatic or third-party integrations for example or also other environmental impacts, beyond carbon emissions. For this reason, the ongoing procedures for the formalisation of an industrywide reference framework are welcome to collectively progress in the subject. The goal is to understand ultimately how to minimise the carbon footprint without compromising media performances and avoid a bounce back effect. Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts." Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts. At OMG, we collaborate with partners to develop systems and processes to make sustainability accessible for our teams. This supports our drive in ensuring planning and optimising media campaigns for reduced carbon emissions becomes market practice.” Emmanuel Fischmeister, VP business development at Teads says “We are extremely excited to launch this firsts-of-its-kind partnership with OMG. Having a better understanding of the emissions is only the beginning of the journey, beyond measurement: our goal is to reduce and optimise these emissions. As a sustainable media platform, we are looking to do our part for future proofing the media industry” About Teads Teads operates a leading, cloud-based, end-to-end technology platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies. For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach 1.9 billion unique monthly users* in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.

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Uberflip

Uberflip is the world’s #1 Content Experience Platform (CEP). With tools to aggregate all your marketing content, they empower B2B marketing and sales teams to create personalized content experiences to engage accounts, nurture prospects, and convert leads, without the help of IT. It’s their mission...

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