PPB October 2018

AD-ITIVES Risky Business Advertisers continue to pursue online video despite risks to brands. When is an online video ad a bad idea? According to critics, when that ad shows up next to something that could create a negative association with the advertiser; or, worse, when a brand is fraudulently portrayed. But these risks aren’t keeping companies from spending money on online video ads—to the tune of $29.8 billion this year alone, according to a WARC global ad trends report. The report estimates that one in 10 ads is at risk for “negative adjacency”; social media platforms, the primary home for video ads, are coming up short on assuring brands that such safety issues are being dealt with. But, while advertisers are leading the charge to implement changes on platforms, they continue to invest in the medium. The money spent this year accounts for 17.5 percent of the total $170 billion spent on all video advertising worldwide. In 2010, it was just 1.3 percent. The U.S. share of online video advertising is higher as well, with an expected increase to 19.3 percent this year. So, what keeps the dollars online? Users. The WARC survey projected an increase in online video consumption of 26.6 percent from 2018 to 2020. Currently, users view an average of 66.5 minutes a day, and in 2020 they are anticipated to spend 84.1 minutes a day watching online video. The audience for gaming content alone was estimated at 843 million—larger than the combined audiences for Netflix, HBO, Spotify and ESPN. WATER COOLER Someone To Believe In Finding a mentor isn’t as hard as you might think. Whether you’re fresh out of school or a few years into your job—or even switching gears mid-career—a mentor can do wonders for your growth and success. What’s more, finding a mentor and cultivating a relationship with them doesn’t have to involve jumping through hoops. Jimmy Okuszka, content manager at career resource site The Muse, busts a few myths about mentoring and offers these truths to help wanna-be mentees find their own personal Obi-Wan Kenobi. • No Formal Invitation Needed Many mentor-mentee relationships begin naturally, as young upstarts seek advice and guidance from older peers or supervisors with whom they can relate. The key is to keep the conversation going, and to make note of challenges and goals to discuss as your career progresses. • Look Outside Your Field It’s perfectly natural to want to be mentored by someone who has followed your desired career path. But, successful and happy individuals can be great teachers regardless of their fields. The perspective gained in “growing up” in any career can generate valuable insights that apply to just about any job. Outside perspectives are equally important when you’re looking to transition into a role that requires hard or soft skills your potential mentor has already developed and applied. • You Don’t Have To Have Just One Our friends and family are diverse in their views and experiences, so there’s no reason not to have mentors that provide the same benefits. Having more than one mentor is akin to having a wardrobe for every season: no matter the situation or environment, at least one mentor can outfit you for success. Finally, rather than asking an esteemed colleague or leader to help mold you in his or her image simply because they are successful, make a list of things you’d like to accomplish, and reach out to someone who already embodies or demonstrates those specific traits. You’ll find a more rewarding relationship develops from knowing what you want first, then going out to find the person who can help you achieve it. by Jen Alexander 80 | OCTOBER 2018 | THINK