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OhHello - Angelina Eng
33 Plays1 year ago
OhHello!!
It's episode 63 - and we're coming in 🔥
🌟Join me as we uncover the secrets of a 30-year digital industry veteran, Ad Executive, and newly crowned "Hello" (aka an OhHello.io 🌞☕️ mentor) Angelina Eng🌟
From pioneering roles in hashtag#media planning and operations, to shaping the future of hashtag#data + hashtag#measurement at the IAB, Angelina shares her journey, mentorship wisdom, and a commitment to positive impact w/ her hashtag#payitforward mentality (just like her good friend Marc Goldberg)
🌐 Dive into this episode for a dose of inspiration, career evolution tips, and a sneak peek into her passion for supporting autism-related causes.
😊 Let's embrace Angelina's contagious positivity as she pays tribute to her mentors:
☕ Jon Kaiser - who taught her the meaning of "why?"
☕ Walt Cheruk aka "you can do this" "you'll figure it out (whom I had the pleasure of meeting after this recording)
☕ Karen Anderson - all about the positive hashtag#vibes
After you watch/listen, go book time w/ Angelina Eng at OhHello.io -- https://lnkd.in/dd4J9SKb - We are stoked to have her in our OhHello.io 🌞☕️ tribe!!
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Transcript
Introduction and Current Dance Trends
00:00:01
Speaker
There we go, Angelina. There we go. Yeah. That's right. Top five dances right now. What a way to kick this off.
Angelina's Career in Digital Advertising
00:00:11
Speaker
Oh, hello, Angelina. Hello, Jeremy. How are you?
00:00:16
Speaker
Thank you for having me. I'm great. I'm great. And especially now that, you know, it's been a long day. So this is refreshing. Absolutely. I mean, you got into it. You were jamming out. We were talking about Calvin and Hobbs and Jay-Z talking about 30 years of advertising and advertising technology history. Tell our fans, tell our listeners, who am I speaking with? I'm an ad executive who's been around the digital
00:00:43
Speaker
industry for 30 years and has played various different roles, especially in the agency side. Count executive, media planner buyer, ad ops, analytics, and now I'm at the IAB and loving it. I oversee the measurement, addressability, and data center.
Role at IAB and Industry Efforts
00:01:00
Speaker
Love that. Measurement, addressability, and data. Three huge, huge topics that come up in many conversations for us. Such a great
00:01:13
Speaker
I think it's pretty cool just going as you and I talked about for those listening, Angelina has spent time agency side on the brand side and then going to the IAB and trying to just make the ecosystem a better place for all the consumers and for all the advertisers and for all the tech companies behind it. So pretty badass. Would love to have a better understanding of just what defines you just as an executive, as someone who gives a damn.
00:01:39
Speaker
what's happening and just come up with ways to make it better. And that's either through a process or through a spreadsheet or through helping to educate the industry through my LinkedIn posts or helping people find it done. Your LinkedIn posts are amazing. Thank you. I appreciate that. Thank you. What's a proud accomplishment of something that you've done?
Proudest Achievement: Team Growth
00:02:10
Speaker
I would say there's not one particular thing other than seeing that the people that I've worked with, especially the ones that work for me under my teams, have flourished and grown in this industry. I've had the pleasure of working with some great people from when they were assistant media planners or ad-op specialists to now seeing them leading great teams and
00:02:38
Speaker
working on multiple accounts and seeing them on stage or whatever. And so it's almost like kind of being that proud mama moment when you graduate. It's that same feeling. So to me, it's not a particular project or a particular company I've worked on. It's the people that I've worked on.
00:02:55
Speaker
I love that response. That's one of the reasons why I decided to build Oh, hello. It's to connect to people. And it's because of the people behind our industry for that very reason. So that, that, um, that was a really nice answer. Thank you. Um, you know, like you said, I'm asking you all the really hard ones. What would you, let me
Adaptability in Career Journey
00:03:16
Speaker
rephrase it. How would you characterize your skillset that you're going to be able to share with, with the Oh, hello community?
00:03:21
Speaker
Yeah, so I think of myself as both a generalist and a specialist. So I go from being a specialist to a generalist in a lot of different ways, right? So when it was account services, understanding how a brand thinks and what is important to them. How do they think about their audiences? What are the messages that they need to create to media planning and buying? How do you reach them? What are the, you know, what are their, what's the life cycle or the,
00:03:51
Speaker
the customer journey. I started getting into a lot of different things in terms of being able to then take my experience and move it into a different role. I've had the luxury of evolving myself due to my mentors. I've had some great mentors that have pushed me to
00:04:13
Speaker
to a level where sometimes my comfort zone is like, I don't know that stuff. And then they'd be like, no, you do. You just need to do it. And so all of that experience has allowed me to think of business-wise, right? Like a brand, a media planner and buyer, right? Understanding where to target those audiences. A lot of research, all right? And then from the ad-op standpoint, as one of the ad-ops said, then soon at Merkle, understanding the types.
00:04:43
Speaker
So to really understand what's changing and what you need to do, and especially preparing yourself for the deprecation of cookies, privacy regulations, the Apple iOS stuff, you have to not only know what you want from a business standpoint or what the industry is looking for from a business standpoint, but understand the logistics and the operations behind it. Because if you don't understand that, then it's hard to actually solve for
00:05:13
Speaker
some of the challenges that we're facing. Yeah, I understand the logistics and the the the the pipage and the leakiness of the pipage for sure.
Addressing Industry Challenges
00:05:22
Speaker
What excites you about mentorship? What excites you about being able to give back to people that are trying to find some some answers, get some help, get some consultation, some advice? So when you have people that actually grow and learn and start doing things in a relatively consistent manner, it creates a community.
00:05:43
Speaker
And there is a sense of accomplishment when you can get a large enough group to move in the same direction. And to me, that is what drives me, especially given my role here at IAB, to really see that happen. And I think right now we do have a challenge, right? So I don't think that
00:06:10
Speaker
there's enough companies really prepared for the deprecation of third party companies. I especially don't think they're fully aware of all the privacy regulation that is going into effect and continuing to evolve. And there are a lot of organizations out there selling solutions, rightfully so, because that's their job. But they're not also seeing the big picture and figuring out how to actually solve for the much larger
00:06:40
Speaker
I appreciate that answer. Those answers plural.
Collaboration and Teamwork Approach
00:06:44
Speaker
What would you tell your younger self just in general about your experience about your career about your profession? I mean, I love my profession. I love this industry. I love how it's evolved. But also that there's also things that haven't changed in 30 years, like billing reconciliation. We still have issues with billing. You know, I someone had asked me like,
00:07:08
Speaker
when you look back, you think about what your role has been in the industry. And I kind of think back and I was like, well, I've had an influence, but I like to think that what I've done is to help other people come together and just get things done, right? It's not just me. And I keep harping on this in this podcast, but it really is, it's a collaboration. It's teamwork.
00:07:38
Speaker
Angie was there to help people out, to give people advice, to mentor.
Influential Mentors and Their Impact
00:07:42
Speaker
And she has created other people to do the same, right? Totally. It's kind of that Mark Goldberg, if any of you guys know, he didn't coin the phrase, but he started using the hashtag paid forward. And so I've kind of picked up on that. And that's really, really it, right? So I want to be known as the girl that paid it forward. Who are some mentors that have had a profound impact on your professional career?
00:08:07
Speaker
I had two. I'll do three. One of them is his name is John Kaiser. I don't know if you know John Kaiser, but he was my first media director at YNR. We were part of Brand Dialogue. He was the coolest media director ever to work for because our team was very diverse and we had everyone from different
00:08:34
Speaker
different ethnic backgrounds, different sexual orientations, different ages. And he was the one that provided, like, let me do what I needed to do and encouraged it, right? And knew that I was really into numbers and spreadsheets. So he's like, hey, I'll give you more responsibility. You want to teach the team how to do pivot tables? Go ahead. You want to figure out how the ad server is supposed to work and help us roll that out? Right. Let's do that.
00:09:04
Speaker
So he was one. He had a great style. He was always like, I'm going to play devil's advocate. Why do you think that? Why should the client care? What does it matter? Right? What's this going to, what's this going to do for them? And so he always made me think about why, why, you know? So, you know, yes, you got a 0.02% click-through rate or 3% click-through rate. Why do you think you got 3% click-through rate? Right? Not just, hey, this got a click-through rate or 3%. Another one is a man named Walt Sherrick who
00:09:35
Speaker
What was it? Walt, what? Sherrick. Got it. So C-H-E-R-U-K. And he was the media director over at Moda Media. I was on the count side. I heard that there was an opening on his media team after a year or so working there. And I said, hey, can it be on your team? He was like, how much do you really know media? And so I was like, I know the media a lot. And so he said, OK.
00:10:03
Speaker
He came on board and he really mentored me. He was the one that allowed me to get into things like terms and conditions, also build out a process within modem media. He said, why don't you help work with the ADOPS team and help our research and analytics team build out capabilities so that we have a consistent way of measuring things. And then when I went over to CARA, he hired me again to run ADOPS, right?
00:10:32
Speaker
We worked together at, so we worked at Mode and Media together. Then we worked at Cara, where he hired me as an adult person. I was like, I don't want to do any more media plans. He's like, okay, I don't need you to do any more media plans. I need someone who understands the process, bring it in, make it all consistent. You seem to be the right fit. Then over the years, I went to Morgan Stanley.
00:10:57
Speaker
And he became my boss at Morgan Sam. So I fought for this gentleman three times in my career. And each time he was like, you can do this. Like, you can run AdOps. I was like, I don't know how to track it. He's like, don't worry, you'll figure it out. Went to Morgan Sam. I was like, well, I'm not a data scientist. I'm not a data, like, he's like, but you understand data. So you're going to run data. I'm like, okay. And so he's been a great mentor.
00:11:19
Speaker
So there are a couple themes there, confidence, trust, and just the power of relationships, the power of just a view and wall, knowing each other, understanding each other's strengths and weaknesses, and being able to collaborate in a way that he could push you in the right direction. Yeah, yeah. Awesome. I could wish him too, so. Obviously. How about your third?
Work-Life Balance Lessons
00:11:45
Speaker
My third one is a woman named Karen Anderson, who I also met at MotorMedia.
00:11:49
Speaker
I didn't work for her directly, but we worked on several projects, including the terms and conditions. She's just a great role model in terms of work-life balance and being able to see how she was... I don't think she was working full-time, so she was working part-time, but she was able to do a lot. Just looking at her and getting advice from her and trying to emanate the way that she was able to
00:12:19
Speaker
have such a positive attitude at work all the time and engage with her team. She doesn't know this, so I've never really talked about her, so she hears this. But she was one of those things in my life.
00:12:35
Speaker
It's amazing. That's part of the altruism of both the OHILLO platform of what we're creating, but also doing these podcasts with other executives. When it comes to thinking through who has had a meaningful impact, whether it's a friend tour, a mentor, a colleague, a former manager, someone that you've managed, being able to think through it and say, oh my gosh, I'm going to call that person out. I may have never told her. I may have never told him. So it just makes you feel good because it shows a sense of appreciation.
00:13:05
Speaker
Well, thank you. Thank you for calling out those three individuals.
Support for Autism Awareness
00:13:10
Speaker
As a hello, you know that you're going to be able to donate to approximately 50 different charities that are within our platform. What is a cause near and dear to you, whether or not it's in our platform? Autism speaks. Cool. My grandson has autism. I have a few family members that are a bit on the spectrum, and I think it's really important
00:13:34
Speaker
to be able to provide resources to them, either physically or mentally or just, you know, from an entertainment standpoint. I love it. I love it. I have some autistic family members and I appreciate you showing them that.
Final Thoughts on Self-Improvement
00:13:51
Speaker
Any other parting words of wisdom that you have for us, Angelina? Always push yourself. Don't doubt yourself. Love that. I think a lot of people, especially given the current landscape
00:14:03
Speaker
where I think there's a lot of people out of work or looking for jobs. And it's really challenging. I encourage people to network and have a positive attitude. And I think it's important to make sure that you have that positive attitude. Definitely follow Angelina on LinkedIn. She just provides so many
00:14:25
Speaker
words of encouragement, words of wisdom. That is how we actually met. And so being able to just, you, hearing that from you because you provide so much empathy daily, weekly on the platform. Just want to say thank you on behalf of everyone. This was fun. I appreciate it. We appreciate it. We're on some exit music. Dance it off. Thanks, Angelina. Thank you.
00:14:52
Speaker
excited for you to be part of Oh, hello. Thanks everyone for listening. See you soon.