Executive Leadership: Rose Durbin

As a witness to the evolution in the media and digital worlds, Rose Durbin paved her way as a problem solver. Throughout her exhilarating and varied media career, she has reveled in the challenges posed by emerging media, from cable television to social media and evolving developments in digital data measurement.

We sat down with our media director to talk about her career path and evolution.

Where did you go to school, and what first drew you into the world of advertising and marketing?

I attended Xavier University in Cincinnati, working in the university’s business office all four years while studying toward a degree in English. During my time there, I learned how important communications and PR were to an organization.

I took my first computer class in 1972 and realized the potential of the medium. With new, innovative technological tools at my fingertips, I knew I had the opportunity to be part of something big!CPC_8197

What was your first job in the industry, and how did your path lead you to Hirons?

I began my career at an advertising agency, in accounting, then transitioned to media, where I found my niche. I moved around to other agencies in neighboring cities. I first worked for Hirons from 2004-2007 and came back in 2013. (We hope for good!)

What is something that makes your day-to-day unique from others at Hirons?

While many of the challenges I confront as media director are technical in nature, I relish brainstorming with the media team to find innovative communications solutions for clients. In an industry that is constantly changing and evolving, it’s key to stay at the forefront of new developments and research.

How has the industry changed over the course of your career, and how have you adapted?

Everything is much more complex. Instead of relying so heavily on just Nielsen for TV and radio, we utilize comScore just as much for any type of digital advertising or placement. With the precision of the analytics that we use on a day-to-day basis, those numbers alone can tell the story for you now.

I appreciate the challenges that come with a fast-paced media environment. Our digital team does a fantastic job of reading consumers and knowing how to communicate with them. They think outside the box. That’s really important to Hirons in general. We really do focus on using the most innovative technologies and ideas to serve our clients in the best way possible.

What would you describe as your “time capsule” accomplishment? If you could only take one project, accomplishment or victory with you from your career, what would that be and why?

I am most proud of executing the integration of cable into broadcast media for clients. In a time where clients were using cable for the first time, I saw it as an opportunity to introduce them to a new era of advertising, one where they can measure success individually. I miss the intimacy of those client relationships from the days before digital skyrocketed. Taking the time to develop those relationships is so important to building a strong foundation for all future work.

Of all of the agencies in the industry, what makes Hirons different?

Hirons is constantly growing and learning, which is something that many of our clients appreciate and admire. For me, it’s refreshing knowing we are always a step ahead and are always improving.

Fine-tuning Facebook Ad Data

By Olivia Crum, Digital Coordinator 

More than ever, consumers are engaging with ads across a plethora of platforms. Due to the increase in digital channels, Facebook has expanded its measurement partnerships to increase cross-channel comparability and, later this year, third-party verification. By partnering with companies such as Nielsen and ComScore, Facebook is taking strides to ensure accurate ad delivery data.

Marketing Mix Modeling (MMM) is a statistical analysis that measures the impact of media tactics. It specifically allows advertisers to measure performance across media types, enabling comparisons among TV, digital and print ads. Advertisers will be able to determine which ads performed best and which ads yielded the greatest ROI. This information becomes more powerful when used to create subsequent advertising plans.

The concept of MMM originated with consumer package goods advertising. It has proven so useful that Facebook is encouraging advertisers to utilize the analysis to make tactical decisions about future campaigns.

These additions will benefit our advertisers throughout the planning and evaluation process. MMM will allow Hirons to look at all data in a synchronized platform to better evaluate a client’s ad performance. With Facebook’s measurement partners, we can now verify and measure specific outcomes for Facebook impressions. This will better inform us, as well as our clients, as we begin planning future campaigns.