Author Archives: MomentStudio

Moment Studio Joins Forces with Deep Focus, Creates New Agency Model


Efficient, Data Focused Model will be lead by Moment Studio CEO Ken Kraemer

Building on our award-winning, effective, content creation agency model, we have joined forces with Deep Focus, the digitally-lead creative agency and our sister agency within Engine Group.

Moment Studio CEO Ken Kraemer will become CEO of the new agency, to be called Deep Focus, and our Executive Director of Content Christina Cooksey will become Senior Vice President of Creative Product.

Deep Focus will additionally be building the capabilities of Engine Media Group directly into the business to ensure leadership in integrated distribution and analytics.

“Advertising is changing faster than ever,” Kraemer said. “Agency responsibilities are being consolidated, there are fewer AOR assignments with more competition for them, and there’s been a complete shift in the space that made Deep Focus famous – social. That’s why we are focused on creating a new way for clients to be effective in this landscape – an agency model that is creatively nimble, fueled by data and analytics, and keeps creative and distribution closely integrated at every stage of development. The new Deep Focus will be a reflection of that vision and really what client’s want and need.”

“We believe that the new combined business model is the model that clients need now, and we are confident Ken’s distinctive combination of strategic and creative leadership can execute on that vision,” said Rick Eiserman, North American CEO of  Engine Group.

We will continue to do business as Moment Studio as we serve our portfolio of talented clients. We will also continue to serve the content marketing market with our unique content creation model for clients who are looking for a creative, smart efficient specialty approach.

You can read all about it here.

What Does It Mean to be Mobile First?


Everyone agrees they need to be mobile first. But most brands still struggle with what that means. Here’s how to think about it.

I recently took the plunge and upgraded my shoddy home-internet service to Verizon FiOS. Just one week after cancelling my contract with the old company I had a flyer in my mailbox asking me to sign up. Not to reconsider and rejoin. Not to learn about exciting upgrades to their network performance since I left (which I might have been willing to hear out). The advertisement was completely generic and lacked any basic understanding of me: the fact that I was a previous customer and that I unsubscribed because I wasn’t happy. This is what I would call “lazy advertising.” As a result, their message fell on deaf ears and the mailer went straight to the recycling bin.

Look, I’m certainly not surprised the telco giant’s direct response strategy was far from perfect, but what did surprise me was the frustration I felt. How could something so unintelligent make it’s way into my mailbox, a space that I consider personal? It’s where I get handwritten birthday cards from my mom every year; where holiday greetings make my apartment feel like a home; and where newborns are welcomed into the world on beautiful DIY postcards. Evidently, it’s also the place where big brands continue to deliver generic, unpersonalized messages en masse. I think I speak for all of us when I say the “one size fits all” approach feels like an intrusion. A violation of our personal space. Sadly, this is often the norm in marketing today and nowhere is it felt more than in mobile marketing.

Think about it: unlike any other channel in history, mobile phones are extensions of our physical selves. They fit into our palm and our pocket and they greet us when we turn them on. They learn (and remember) our interests, preferences, locations and habits. They are constant collectors and providers of personal and aggregate data, and whether we know it (or like it) or not, they are constantly updating the world – from advertisers to friends – about us. And they’re usually not more than a few feet away, day or night.

Our utter reliance on our phones is undeniable. According to Apple, iPhone users unlock their device an incredible 80 times each day. And last year Business Insider reported that we touch our phone a whopping 2,617 times every day. This dependency, and consequently, the emotional attachment we have with our phones, has created a new kind of relationship between the consumer and the marketing-vehicle itself. As a result, we are experiencing a fundamental shift in what it means to be “personal” and “contextual” in digital media, particularly mobile.

So, what does this mean for brands?

Based on the nascency and lack of sophistication of most mobile-marketing approaches, the implications aren’t as straightforward as the behavior might appear.

Make no mistake, getting onto that personal, user-directed and exceptionally useful tool in your consumers’ hands is an enormously valuable and important proposition to the survival of brands, especially as commerce moves rapidly to digital, on-demand platforms like Amazon Prime and Instacart.

But this challenge is daunting. Attention on a phone is divided between utilities, tasks, alerts, gifs, text messages, YouTube videos, Spotify streams and Snap stories, not to mention email and calendars. Meanwhile, the adtech and publishing industries have provided a dearth of advertising options that actually work. From obnoxious pop-overs to miniature banner ads, a deluge of low quality impressions dominate the strategies available to a marketer in exploiting mobile behavior.

There is hope. There are many turnkey strategies that work on mobile phones, and exploiting them can be straightforward. As you consider them, keep in mind these three essentials.

1. Interruptive advertising does not work in mobile.

Because of the intimate nature of the mobile environment, brands that force their way onto the consumer’s screen (through antiquated technology/units, mediocre targeting or generic messaging) will begin to find themselves blocked, hidden, or sent straight to the spam folder. Instead, we should be thinking about mobile strategy through the lens of classical “permission marketing.” The only difference is consent from the consumer now comes in the form of not opting out.

2. The best way in is through native content.

The most efficient way to ensure your brand gets into the hands of consumers is through native content on the platforms that were designed for the phone. These can be “mobile-first” platforms like Facebook, Twitter, and YouTube as well as “mobile-only” platforms such as Snapchat, Uber, and Waze. Content that is made for these platforms, with well targeted media and tailored messaging, is the best way to create an effective mobile strategy.

3. Because of limited mobile real estate, format matters more than ever.

Bad ads are always annoying, but when we accidentally click on one and lose our spot, our well of patience quickly dries up. This is what I call “fat finger” syndrome and it’s unique to advertising on smartphones. This means branded messages need to be legible, and they should be big enough so that clicks happen by intent, not by mishap. It also means brands must pay attention to the varying design specs across devices, platforms, and operating systems to ensure viewability and proper display formatting.

Strategy In Action

Here are two great examples of these principals in action.

TRESemmé NYFW Get The Look

This was TRESemmé’s strategy for New York Fashion Week. Rather than running ads around (and disrupting) coverage people wanted, TRESemmé worked with us to create a series of useful and inspiring “Get the Look” how-tos so people could get the trending hairstyles they were seeing on the runway.

TRESemmé NYFW Get The Look

This was TRESemmé’s strategy for New York Fashion Week. Rather than running ads around (and disrupting) coverage people wanted, TRESemmé worked with us to create a series of useful and inspiring “Get the Look” how-tos so people could get the trending hairstyles they were seeing on the runway.

MishaNonoo1

Misha Nonoo Live Lookbook

Fashion designer Misha Nonoo wanted to get her name into the conversation of fashion influencers and fashion followers alike. So in a first-ever for the fashion category, Moment Studio brought her look book to life not on the NYFW runway, but LIVE via Snapchat. Working with Misha’s team, we innovated the runway experience and built upon native Snapchat platform functionality to deliver a fresh fashion story.

With the right content and media strategies, brands can find great success adding value to these mobile personal ecosystems through their marketing. But it requires the right approach to content creation and distribution, using mobile platforms and consumption patterns native to mobile environments.


Glenn Landauer is Head of Client Strategy at Moment Studio. His team leads clients through content and channel strategy to drive impact cross platform.

Moment Studio Named Best Content Marketing Agency by Digiday


Moment_laurels-blk-09Moment Studio Honored for its Innovative, Effective Creative and Content for Clients like eBay, EyeBuyDirect, U.S. Bank, Frito-Lay

Moment Studio was named the Best Content Marketing Agency at the 2017 Digiday Content Marketing Awards in New York last night. The show recognizes innovation and excellence in content and social marketing.

“I’m both thrilled and humbled by this honor. To be named Best Content Marketing Agency in our first year as an independent agency within the Engine Group is just stunning,” said Ken Kraemer, Moment Studio’s CEO and Founder. “I’m both lucky and proud to have the most talented and dedicated team in the industry to work with, and it’s because of them that we’re where we are today.” he added.

Moment Studio was honored for its work across a range of clients and platforms, including Lay’s, eBay, EyeBuyDirect, U.S. Bank, SlimFast, Purina and San Pellegrino.

“We pride ourselves in making creatively excellent and engaging content that gets our clients outsized results. And when our peers and industry recognizes that quality in this way, it is truly exciting.” said Kraemer.

“I want to thank our extraordinary clients and partners for their partnership and support, and of course, Digiday and the Content Marketing Awards Jury for this recognition, added Kraemer. “It is an honor.”

Moment Studio, the digital and social content marketing agency, is a part of the Engine Group.

Moment Studio Nominated for four Digiday Content Awards, Including Agency of the Year


Agency Racks Up Content Awards Finalist Nods for Innovation, Effectiveness and Best Content Marketing Agency for work with eBay, Eye Buy Direct.

BestContentAgency Content Awards

Moment Studio has been nominated for four content awards in the 2017 Digiday Content Marketing Awards, announced on March 30th. The show recognizes industry-leading content work “that connects brands to audiences across channels including mobile, social, video and more.”

“We are incredibly proud of the work we do for our clients, the makers in our studio behind that work, and the benchmark-breaking results it earns. To have that work recognized by our peers in the industry is a welcome bonus,” said Ken Kraemer, CEO and Founder of Moment Studio. “I am personally very proud of our people in light of these nominations.”

The work honored as finalists includes Most Innovative Use of Content for eBay, Most Effective/Measurable Campaign for Eye Buy Direct, Best Use of Instagram for eBay, and, of course, Best Content Marketing Agency for Moment Studio.

“The work we create is a special kind of content that the team really puts their hearts and souls into, and we’re so happy that others in our space recognize that,” said Christina Cooksey, Executive Director of Content at Moment Studio. “Content Awards shows are not that common, and we’re happy to have been nominated several times by the Digiday judges,” she added.

Moment Studio’s nomination as Best Content Marketing Agency is particularly notable in its first year as an independent agency. “It’s incredible to be nominated for ‘Best Content Agency’ in our very first year as an independent agency. It is a testament to the dedication, creativity and inspiring talent of our people and clients. I’m really excited,” added Kraemer.

“We’re also grateful for our great partnerships with Engine Media Group, Deep Focus and Edelman. These campaigns were a great team effort.”

The Digiday Content Awards will be held in New York on May 10. You can see the full list of nominees here.

Ken Kraemer named to Campaign’s 2017 40 Over 40 List


KenKraemerImage_smallerCampaign Magazine named Moment Studio CEO & Founder Ken Kraemer to its “inaugural Digital 40 Over 40, a list of the most talented, accomplished and relevant grownups in interactive marketing right now.”

“I’m quite humbled to be named among these giants in our space,” said Kraemer. “Some of these folks have been shaping this industry for years, and I’ve been learning from and with them.”

Campaign posits that “millennials don’t hold a monopoly on digital skills or tech smarts,” and that this list of leaders has paved the way for an industry commonly thought to be dominated by younger professionals. It features leaders from retail, agencies and tech, and includes leaders from companies both established and more entrepreneurial.

“It’s an honor to be included and nice validation for the work over the years,” added Kraemer, “but truly, it is just a reflection of the hard work and amazing creativity of the people and teams I’ve been lucky enough to work with at Moment Studio, Deep Focus, AtmosphereBBDO and at my other previous gigs. They should all get listed too.”

Read Ken’s profile here: Digital 40 Over 40 2017: Ken Kraemer, Founder & CEO, Moment Studio
See the whole list here: Meet Campaign US’ 2017 Digital 40 Over 40

How will Snapchat’s Audience Grow? Will it?


ken-kraemerCEO and Founder Ken Kraemer weighed in on where the Snapchat audience growth may come from in the coming years in The Drum. As a Snapchat Creative Partner, Moment Studio sees a variety of brand needs from the platform. Those needs vary, but all revolve around audience growth and performance data.

As competitive platforms adopt look-alike features, the platform’s future will depend on what makes it different.

“There are many different ways both Discover and original content can provide a differentiated experience, and it will drive the value of their Ad products as well. It also is worth noting that the 35+ set on Snapchat is thought to be growing and will drive its future as well,” Ken said.

It should be noted that the user base is slowly beginning to age. “Market research firm, eMarketer estimates that 6.4% of users will be from 45 to 54 years old, over 2 percentage points higher than previously projected,” The Drum notes.

Still, most brands are not looking to reach older audiences on Snapchat. Says Kraemer, “Most of the clients I’m seeing use Snapchat’s ad products have had a specific objective of testing the platform’s compelling effectiveness in reaching young millennials and exploiting their video consumption habits. And that makes sense – only about 20% of the platform’s users are over 35, and most brands’ Snapchat strategies are still in trial modes. They aren’t necessarily running complex multi-segment targeted campaigns.

“Granted this older demo will likely start to grow over time as the content offering in Discover grows – there are some brands with more universal appeal such as Esquire, CNN, etc.”

Read the whole article here: Industry executives weigh in on Snapchat’s audience growth

Christina Cooksey Celebrated in AdForum for Achievements in Advertising, Content


c.cooksey

Christina Cooksey, Executive Director of Content was featured in AdForum’s coverage honoring the achievements of women in advertising. The interview was part of its observation of International Women’s Day.

Christina reflected on Moment Studio’s culture, the biggest changes she’s seen over time in our industry, and her proudest moments.

Said Christina “Our culture is rooted in creativity, innovation and making. Everyone is a creator in some right, and that really shapes the way we interact and the way we work.

“The advertising creative industry is predominantly male, but at Moment Studio we actually have more female creatives than males. The strong presence of female creators and leaders impacts the culture in a really positive way.

 “The solid representation of female creators and the strong presence of makers of both genders inspires a sense of equality that isn’t often felt in a creative organization. There is a natural curiosity amongst our team, and the gender mix results in an empathy for all target audiences and consumers – ultimately impacting/improving the work we deliver.”

Christina also gave the following words of wisdom to up-and-coming women in the advertising industry, as they pursue content marketing, creative, production and other roles, “The best way to inspire the next generation of women is to recognize and nurture talent. That means hiring for potential and mentoring towards results.

“My best advice: As women in this industry we can’t be afraid to pursue the career we desire and ask for the track we want, but we also need to put in the legwork and be ready to improve based on feedback. Don’t expect time in the industry to result in growth. Demand feedback, be able to critique your own performance and learn/improve every single day. And don’t expect anyone to manage your career for you – take all the help, support, mentorship you can get, but ultimately manage your own success.”

Read the entire interview here: Perspectives: Women in Advertising: Christina Cooksey, Director, Moment Studio

Engine Media, Moment Studio & Deep Focus Named Shorty Awards Finalists


Screen Shot 2017-01-29 at 7.45.18 PMWith its partners Engine Media Group and Deep Focus, Moment Studio was named a finalist by the Shorty Awards with EyeBuyDirect for Large Media Buying Strategy.

“Our work for EyeBuyDirect shows the real power of precision content,” said CEO and Founder Ken Kraemer. “By using the same data and insights to drive both the creative content execution and the media strategy, we were able to generate benchmark-breaking results for our client. While we are really in it for the results, we’re always happy when our industry recognizes us with awards nods.”

Kraemer added “Engine Media is the real star. Their partnership with us and the EyeBuyDirect has really driven some amazing outcomes. With Deep Focus’s account stewardship, this was a real dream team.”

EyeBuyDirect, a e-optical retailer, provided a clear goal: ROAS. With previous paid social campaigns, this objective had eluded them. The client was looking to work with a partner that could drive ROAS without utilizing a retargeting strategy. Working together, we repositioned EBD from a direct marketer to a Fast Fashion brand and helped make Glasses the new shoes. By utilizing en editorial approach across platforms important to fashion inspiration and shopping, we drove significant alignment that allowed us to drive our “own more than one pair” strategy.

“The Shorty Awards has emerged as the Oscars of Social Media, so we’re honored to be recognized, especially with our esteemed colleagues in a media category. We’re looking forward to taking the category when the shorty is awarded!” added Kraemer.

See our EyeBuyDirect work here.

See all Shorty Finalists here: The Ninth Annual Shorty Awards Finalists

Moment Studio’s Content Marketing Outlook


Content Marketing has grown up, and successful marketers have seen the implications and are taking advantage of them.

Intuitively, the bedrock of social marketing continues to be strong and unyielding: consumers love smart, funny or useful branded content. And that love can translate, funneled properly and with the proper paid media distribution, into all sorts of brand love and business impact: affinity, sales, equity, advocacy, perception shifts.

In an effort to help our clients, colleagues and friends think about the current state of content, distribution, media and social todevelop strategies that impact their business, Moment Studio has developed a concise, pragmatic and useful playbook to make the principles accessible. So we offer the 2017 Content Marketing Outlook.

A few highlights include:

  • The Content Marketing Framework – a wholistic approach to deciding what content to make, when.
  • Foundational Principles – how to look at the fundamentals of content.
  • The state of distribution.
  • Is vertical video dead? Or growing up?

You can view the 2017 Content Marketing Outlook via Slideshare below or download a copy here. If you’d like a hard copy of the outlook, please reach out and we’ll send you a copy.


Every brand challenge is different, and people’s points of view and attitudes are perhaps harder to predict than ever before, particularly in the current political culture. But the state of content marketing is strong, and we offer you the observations in this booklet to help provoke some new thinking when going to market in a perpetually evolving digital culture. Contact Us if you’d like to discuss this outlook or need help thinking about this space more.

Pinterest Enlists Moment Studio for Pin Collective


As Pinterest works to build an advertising business, it’s launching a creative program, known as the Pin Collective, with a handful of production shops, publishers and creators aimed at making it easier for brands to create posts for the platform. We’re proud to announce that Moment Studio is one of the few partners selected, and excited to continue sharing our platform expertise with clients.

Read the full story here: http://www.adweek.com/news/technology/pinterest-enlists-top-creators-and-production-shops-craft-posts-marketers-174121