Barry Frey Chats with Ann G. Rubin of IBM
Barry Frey, October 10th, 2017
Barry Frey, who as President and CEO of DPAA will be hosting the 10th annual Video Everywhere Summit on November 1 in New York City, recently interviewed some of the event’s featured speakers on a variety of topics. The following is his chat with Ann G. Rubin, Vice President, Branded Content and Global Creative, IBM.
Barry Frey: What media do you consume on a daily basis?
Ann Rubin: I watch morning TV news (CNBC), plus digital news sites such as Wall Street Journal, New York Times and CNN. Plus, I track social media (Twitter, Instagram) and sites like the Skimm and Quartz.
Frey: What are the biggest changes you foresee in the world of brand marketing over the next few years?
Rubin: I see the increased need for personalization and the greater need for B2B companies to act like B2C companies in terms of ease of use, speed, access and transparency.
Frey: What’s on the horizon for IBM?
Rubin: We have some interesting branded content programs on the horizon — two that I’ll be able to talk about by the time the Summit rolls around!
Frey: Are you utilizing digital out-of-home and, if so, how?
Rubin: Yes, in airports for “event surround.” Also in high-impact places like Times Square for brand campaigns. We are working on some new digital OOH using Watson for increased real-time personalization.