Multimedia Integration's Important Role in Advertising

Lisa Ryan Howard and Suzy Deering (pictured on left) discussed the growing role of multimedia and media integration as the first Hearst Visiting Professionals for the Hearst Foundation-funded program through the Grady College of Journalism.

Together, Howard and Deering presented "How Media Deals Are Shaped and Formed in the Current Media Climate" in Grady's Drewry Room to an enthralled crowd of almost 70 students on April 21. The pair utilized powerpoint as well as video and 3-D animation to illustrate the growing need for media integration in advertising today.

Howard is the Vice President of Digital and Media Integration for the Condé Nast Media Group, as well as being a graduate of Grady College in 1992. Deering also graduated from the University of Georgia in 1992 from the College of Family and Consumer Sciences and is currently the Executive Director of Sponsorships and Media at Verizon. The two women took a Campaigns class together during their time at the University, and were both included in AdAge's Top 40 Under 40 in 2007.

Howard and Deering were reacquainted long after their departures from the University of Georgia during a meeting between Verizon and the premium branded content company, Condé Nast. The two women say they stopped the high powered business conversations around them when they figured out they attended a class together during their undergraduate years at the University of Georgia.

Howard began the presentation by discussing the need for flexiblity in the current job market. "Dream jobs are very specific" she said, "you want to be as flexible as you can." Howard highlighted a detailed knowledge of traditional media as well as emerging technology as important things to immerse yourself with in order to be better prepared for a job in the real world. "You will define your own role" Howard said in reference to being a multimedia savant.

Deering echoed Howard's advice on being flexible when she discussed her own experiences. "When (someone) is coming to you your title doesn't matter, its your expertise," Deering said. Deering said she does not like the idea of being known as just the "media person" but enjoys her other title at work: "The Helpdesk." Deering said, "You have to be open to people, and never stop learning."

Howard described the success of her work at Condé Nast being a product of innovation. Especially in regards to multimedia usage and media integration. One instance of Condé Nast's innovation is the launch of The New Yorker digita edition beta. "The beta is nine months old now," said Howard. At first there was resistance to the digital edition due to the regional nature of the publication, but Howard said there are subscriptions from 184 countries out the 194 countries in the world.

Another innovative project was the Movies Rock campaign. Condé Nast worked with Verizon to incorporate print ads including Gina Gershon and Jeffrey Dean Morgan from P.S. I Love You. Condé Nast even cleared the rights for 10 movies and six songs as part of the Flix that Rock voting and VCast application from Verizon.

Clearly, Condé Nast is keeping their clients ahead of the media integration curve.

Deering discussed the necessity of the multi-screen platform. She explained the need to keep consumers informed via their phones, computers, televisions, and print media. "Not everyone has all of this" said Deering. But she wants to make sure eveyone has an equal opportunity to get the information from Verizon in the easiest and most convenient way possible.

Deering also mentioned the way technology has redefined the traditional definition of entertainment. Verizon's VCast application allows consumers to download songs, videos, and more onto their mobile devices. Deering wanted to include things like recipes as well. Some of her co-workers resisted the idea saying things like "recipes aren't entertainment," Deering said. She replied by saying "ask Food Network if recipes are entertainment."

Deering acknowledged the facts that consumers are demanding more on their own terms, including advertising. She said it is important to "address the behaviors and attitudes of consumers" when developing concept marketing, as opposed to strictly sticking to traditional demographics. Deering emphasized the importance of creating relationships in advertising, with clients as well as consumers.

Deering even described meeting with Tina Fey and showing her new mobile devices from Verizon that could be used as product placement in Fey's show 30 Rock. "I went in and showed her the handsets (mobile devices) and asked her to figure out the best way to use them." Deering showed a humorous clip from the show featuring Fey and Alec Baldwin with the Verizon handsets included. Deering established the importance of meeting with the writers in a product placement situation so that the placement feels more organic to the show and the audience.

The overall importance of multiscreen platforms and media integration as described by Howard and Deering showcase the technology's influence on this new age in journalism, as well as advertising.