Author: AZIMA

Arizona Interactive Marketing Association is a nonprofit organization created to help you better understand interactive marketing through education tools, events, and networking.

In case you missed it: JJ Bannasch – Advanced Programmatic Strategies

August 18, 2016 | Scottsdale, AZ


Presentation highlights | Watch entire presentation

In this presentation, JJ Bannasch, president of San Diego-based digital marketing agency Katana and founder of Programmatic Media Labs, discusses some key topics that are commonly misunderstood, forgotten or ignored in programmatic media executions.

Key concepts:

  • What is programmatic, and how is it impacting the adtech industry?
  • How is programmatic advertising accomplished?
  • Doing a cost/benefit analysis on running programmatic in-house vs. via agency — and what mixture makes sense
  • How to understand the true business of various adtech vendors
  • Importance of building relationships with ad exchanges, demand-side providers (DSPs), agencies
  • When to apply automation to programmatic advertising (and when not to)
  • How to create a game plan & implementation timeline

Event Photos

About the speaker

JJ Bannasch is an experienced agency executive who is recognized as an authoritative voice on how marketers, executive teams and industry leaders can leverage programmatic media and digital strategy to fundamentally reinvent marketing programs. He works closely with many leading companies and technologies within the digital marketing space and has advanced how digital marketing is evaluated, analyzed and implemented within organizations of all sizes. He has been recognized by numerous industry awards over the last 13+ years for excellence in digital media, campaign performance and thought leadership.

Why B-roll Video Is So Valuable To A Brand

With TV news stations often stretched thin and unable to send a camera crew to cover a story or event, it’s a good idea to have your own footage for each of your clients available to provide to them.

Providing professionally produced B-roll to a news organization is invaluable when pitching a story to the assignment desk. It is priceless to have footage to show what your client does in case a story opportunity is presented to you. With footage of the manufacturing process, employees providing a service or exterior building shots with company signage on hand, you are immediately able to provide the file to a news station.

B-roll isn’t just for timeless footage. For companies with events that are time sensitive, footage often needs to be shot and delivered to the stations on the same day.

Many businesses make the mistake of providing amateur footage that never gets on air. When you hire a professional video production company to gather B-roll they have the equipment and the knowledge of what the station needs to increase the odds of it airing.

Footage needs to be shot in HD and the shots must be fluid and steady. Shaky camera work is unacceptable. When shooting using pans or tilts, the camera operator should let the motion end before cutting to another shot. If you’re including soundbites, a good camera operator will know how much pre-roll to include and will make sure the audio is crisp. If your client is with a national company, try to localize the story to make it more relevant. And remember exterior shots matter. When pitching a local story, don’t send video of the client’s New York office with Times Square in the background.

The footage not only needs to be photographed professionally, but it must also be edited to provide the best shots in a concise package. A professional editor will know to include the ambient sound and know the safe area for graphics on the screen. The editor will create the dubs or digitally send the footage to the station.

For your corporate clients, it’s important to have professional video to best highlight the organization. Whether for airing on TV or other corporate use, brand is the most important asset a company has and by shooting profession B-roll and having it ready, you control how that brand is presented.

This link offers an example of how B-roll we provided was used during an in-studio interview as cover shots during the segment.

For assistance on producing B-roll footage or soundbite clips for your clients, or your own company, visit us at Spectrum Video & Film or call 602-889-0990. We are experts in video production and have been in the Valley for more than 30 years. We offer full-service video production from script to screen; lighting, projection and sound for events and meetings; and webcasting. Your facility is equipped with a studio, three edit bays and a sound booth.

Join AZIMA in Celebrating Social Media Day on June 28 and Save on Registration!



There’s a lot of buzz lately about this year’s Social Media Day in Phoenix!

There’s a new format, a new venue, and a great roster of speakers lining up for the evening event which takes place on Sat., June 28 from 6 to 10 p.m. at the Renaissance Phoenix Downtown Hotel. Valley social media enthusiasts, small business owners, media, marketing professionals and others will all benefit from educational content sessions and networking! AZIMA will be there and you can save $6 using our special promo code: AZIMA when you register today!

Social Media DaySocial Media Day was created by social media giant Mashable in 2010 to celebrate the digital revolution, and has grown tremendously since its inception. Today, Social Media Day (#SMDay) has transformed into a worldwide celebration that is recognized by more than 100 countries, six continents and 17 U.S. cities.

#SMDAYPHX is now being managed and coordinated by MoniQue Shaldjian, owner of QtheBrand, a Phoenix-based digital marketing company specializing in social media, SEO, web development and branding.

Enjoy light appetizers and desserts, signature cocktails, cash bar, photo booth, as well as the Social Media Day celebration! Purchase your raffle tickets for a chance to win over $3,000 in prizes from local businesses!  Proceeds from the raffle will ensure continued social media education for the Phoenix community.


6-6:30pm Registration (Lobby/Goldwater)

Content Sessions: (Goldwater)

6:30pm Social Media and The Legal Aspects Behind Using Intellectual Property

6:55pm Advertising on Social Media

7:15pm Social Media Fails (panel)

8-10pm Hors d’oeuvres, desserts, cocktails, and celebration. (5th Floor Terrace)

See you there!

Why Visuals are More Important Than Ever: Recap of May Meeting

Nearly 90 guests attended the May 15 Arizona Interactive Marketing Association (AZIMA) event, The Visual Guide to Content Marketing and Repurposing,” presented by Matt Siltala, owner of Avalaunch Media, at the Hilton Scottsdale Resort & Villas. Matt began his presentation with some eye-catching statistics supporting why the trend is going visual:

  • 90{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of information submitted to the brain is visual.
  • Images process 60,000 times faster than text.

His informative presentation covered several social media platforms, including: Instagram:  Matt shared several examples of brands that have experienced growth because they show how their products and services are being used through visual promotions, motivation, mini infographics and time-sensitive messages. Consider:

  • There are 150,000,000 users on Instagram and 70{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of them check it daily.
  • 55 million photos are uploaded every day.
  • 15 billion photos have been shared via Instagram.

Pinterest:  Here’s another great platform for sharing visual content, and as Matt said, “Any industry is pin worthy.” He suggested creating a business account, not a personal one, and like Instagram, show how people are using products. He said most people make the mistake of not tying in their Pinterest account to their other marketing efforts and emphasized the importance of sharing your best performing pins on Twitter, Facebook and Google+ as well as adding a “Pin It” button to your website. These stats illustrate the power of Pinterest:

  • 62{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of brands have “Pin It” buttons, compared to 61{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of brands with tweet buttons and 59{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of brands with Facebook ‘Like’ buttons.
  • 70,000,000 users, of which more than 80{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} are female.
  • 80{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of pins are re-pins (best image size is 600 x 800 pixels). Use tall images to get more re-pins.
  • 78 cents in sales/pin on average, up 25{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} from 2012.

Matt also spent time sharing tips and statistics regarding Facebook, Twitter, Google+ and Reddit. To hit home the fact that the trend is going visual, he shared these overall stats:

  • 6 billion photos are uploaded each month on social media platforms.
  • Photos and images get 50{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} more interaction than other content and 10 times more shares than links.
  • Videos on landing pages increase page conversion rates by 90 percent.
  • 60{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of consumers are more likely to click on a business whose images appear in search results.

Throughout his presentation, Matt sprinkled in generous doses of humor, even sharing a photo of AZIMA’s past president, Arnie Kuenn, in a Santa Claus suit. He ended his presentation with a list of tools we can use as well as tips for standing out, such as becoming a better writer, thinking like a journalist, and sharing insights and information, such as trends and case studies. He also emphasized the importance of repurposing successful content into blog posts, news releases, Linkbait articles, infographics, video, podcasts, images/memes, white papers and PowerPoint presentations. And don’t forget to utilize all of your social media assets!

Matt was kind enough to share his presentation – You can view it here.

Special thanks to Matt for opening our eyes to a visual trend that can’t be ignored! Join AZIMA on Thurs., June 19 to hear Eric Kingsbury’s presentation, “How eBay Enterprise Uses Commerce Data to Design and Deliver Targeting Online Advertising.”

We encourage you to learn more about AZIMA and contact one of our board members with any questions!

(Photos by Christi Gardner.)

Meet Adam Arkfeld: AZIMA Volunteer and President & Founder of ParaCore

Adam Arkfeld

Bet you didn’t know that Ron Burgundy is sending you emails about AZIMA’s programs and other events. Well, not the real Ron Burgundy, but close enough. Adam Arkfeld, president and founder of Tempe-based ParaCore is the talented web developer behind AZIMA’s email campaigns. He also doesn’t take himself too seriously, as evidenced in his “About Us” section on his firm’s website, where he and his “eclectic nerd herd” team have photos of their alter egos displayed. But while Adam chose Ron Burgundy for his alter ego, he takes his work very seriously.

“I primarily oversee operations and really enjoy building a business that revolves around systems, consistent experiences and great work,” Adam said. “My entire day is essentially problem solving and learning new things which are my two favorite things to do.”

Founded in 2009, ParaCore works with medium-sized businesses that are looking to use the web to automate processes and convert visitors. Automating processes allows clients to save time and create consistent experiences, while converting those visitors generates the actual revenue. “In addition to ground up development, we primarily do custom web work that helps different systems talk to one another like CRMs, the website, databases, email clients, social media networks and more,” he said. “We also love web based apps and hybrid native apps like PhoneGap!”

An Arizona native, Adam’s passion for technology started at an early age. “The first website I ever worked on was a site called Preserve Your Flowers for my aunt. She owned a floral freeze drying business and I used to sit in the Barnes & Noble coffee shop between classes at ASU updating her site’s HTML. This was in the early 2000’s so the sites were way different back then!” he said.

And while technology has improved, Adam said there’s still a lot of confusion regarding the best way to build and maintain a website. “The biggest misconception we’ve run across lately is that every website should be built on WordPress,” he said. “ParaCore does a fair amount of WordPress development; however, there’s a point when a site stretches beyond WordPress’s natural capabilities and a more custom solution should start being considered. If it’s a large site, oftentimes WordPress simply isn’t organized well for more advanced features like intranets or file sharing portals with API integrations.”

He also said there is a common misconception that creating an email campaign is easy. “Emails are one of the most painstakingly tedious projects a development company can work on,” he said. “It can take the same amount of time to create a visually attractive email that looks great and is responsive than it takes to test a small web project. It’s absolutely insane how challenging they are to look great and consistent across devices.”

AZIMA is very grateful for Adam’s volunteerism and his enthusiasm for our organization. When asked why he joined AZIMA, Adam cited the programs along with the fact that AZIMA provides relevant industry information. “The networking and people I’ve met are really amazing which makes my time spent at the events very valuable. I also appreciate the varied speakers, topics and presentations because I feel like I leave each event with some tangible value.”

2014 Super Bowl Ad Recap – The Good, The Bad and The Locals

As a marketer, I firmly believe that there are only a handful of companies that should make the investment to advertise during the big game. The ultimate goal of any advertising is to sell a product, but not every company succeeds. Here is my take on the companies that got it right and the brands that should have saved their pennies.


  • Hats off to Radio Shack for reigniting the small ray of hope they had as a relevant business and poking fun at their stagnancy. The “80’s are calling” theme made me laugh, shake my head in agreement and maybe… just maybe… want to check out what their refreshed stores have to offer.
    Budweiser Puppy Love

    Budweiser’s “Puppy Love” Super Bowl spot was a social media favorite.

  • Axe Body Spray was provocative, memorable and gave viewers the warm fuzzy with their “Make Love, Not War” campaign. Originally created in affiliation with Peace One Day, a nonprofit organization dedicated to upholding an annual day of international cease-fire, it was a nice change of pace from the macho, sex-filled ads we normally see from them.
  • H&M had hearts fluttering all over the U.S. with their ad for David Beckham’s new underwear line. Needless to say, I’m still smiling after seeing his cute and half naked bum running across my T.V screen and my husband will be getting some new underwear… STAT!
  • As always, Budweiser had us shedding a tear with their “Puppy Love” spot. I’m not sure how many people will leap off their couches wanting to buy beer because of a cute puppy, but the ad got a ton a buzz before and during the game, which is every advertising exec’s dream.


If you’re paying $4 million dollars for a 30 second TV spot, you better bring your “A” game! Unfortunately, several brands seemed to squander their investment.

  • Pizza Hut’s “Go for Greatness” campaign fell flat and struggled to stand out from the crowd despite their use of a baby waterskiing and a grandma jamming on the drums.
  • Ditto for the Chevy Silverado ad with a bull being carried to a harem of girl cows by his cowboy owner via a shiny new truck.
  • In the category of straight-up-weird, Audi took the cake with their “Doberhuahua campaign. It may have gotten my attention, but the scary looking hybrid dog that wreaks havoc on everyone it sees, had zero to do with selling a German car and freaked me out more than anything.


I hate to say it, but I was honestly unimpressed by both Phoenix-based companies that ran spots this year.

  •  Fulton Homes was lackluster, as best, with their 30 second spot spelling out the name of the company. Had I not been paying close attention, I probably would have missed it all together. The home builder missed the mark on resonating with their target market and did very little to build a buzz around the brand… before, during and after the game.
  •  Go Daddy broke from tradition with two different ad campaigns… neither of which was incredibly provocative or sexy. The body builder ad was a home run when it came to relevant messaging, tag line and branding. However, their ad with the woman quitting her job on live T.V. was pretty boring and lacked any staying power.
GoDaddy super bowl ad

Go Daddy broke with tradition with scant use of a scantily clad Danica Patrick.

Goward captivated the crowd with ‘Evolutionary Redesign’ tips

Chris Goward speaking at AZIMA's January event.

Chris Goward speaking at AZIMA’s January event.

By Susan Kern-Fleischer

More than 75 guests attended the Arizona Interactive Marketing Association (AZIMA) event, “Learn How to Execute a Conversion Optimization Strategy That Drives Dramatically More Profit,” on Jan. 16 at the Hilton Scottsdale Resort & Villas. Chris Goward, founder and president of Wider Funnel Marketing Optimization, gave us a sobering glimpse into the reality that when it comes to website design and functionality, “most best practices don’t work because they have not been tested.”

People are expecting more when they visit your website and it is becoming more difficult to convert visitors to customers. Goward said most companies, guided by their agencies, make the common mistake of doing a complete redesign of their websites, without ever testing individual components, such as headlines, images, column redesigns, messages about security and more. He cited Amazon as a successful example of ‘Evolutionary Redesign’ which he said is the better strategy. Amazon has had the same website since 1995, but because the ecommerce retailer tests every day, Goward said Amazon essentially redesigns its website on a daily basis.

Urgency fuels Chris Goward's LIFT model, aka Landing Page Influence Function for Tests

Urgency fuels Chris Goward’s LIFT model, aka Landing Page Influence Function for Tests

He encouraged the audience not to get caught up in the latest, hottest design elements, such as using rotating graphics on your home page, which he said fails miserably from a conversion perspective. “Every time we test it, it loses. The only thing it does is solve the problem for the art director,” he said.

Another surprising revelation: The McAfee security symbol decreases conversion rates when inserted near the call to action.

How you test is critical and Goward recommended setting goals to lift sales in what he calls the ‘Waterfall’ method, starting at the top with your business goals, moving down to your marketing goals and finishing with your conversion optimization goals.

Goward shared several examples of proven conversion frameworks and how to create powerful value proposition tests, emphasizing that “there are no losing tests, only inconclusive tests.”

He ended his presentation by offering AZIMA guests a 20-page white paper on the topic (email Goward at

Join AZIMA on Thurs., Feb. 20 when Jodi Gersh of Gannett presents Content Programming For the Social Audience.

And, mark your calendar to attend our 2nd Annual TIM Awards from 5:30 p.m. to 9 p.m. on Thurs., March 20 at the Phoenix Art Museum. Named after Sir Timothy Berners-Lee, acknowledged father of the World Wide Web, the TIM Awards showcase Arizona talent and work in the interactive realm for calendar year 2013. AZIMA is accepting entries through Friday, Feb. 14. To learn more, visit or