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Tracy Tuten

Google Runs Offense on Bad Ads - 0 views

www.usatoday.com/...4513431

google advertising adwords regulations ethics

shared by Tracy Tuten on 22 Jan 14 - No Cached
  • Tracy Tuten on 22 Jan 14
     
    "SAN FRANCISCO - Google yanked 59% more "bad" advertisements from its online systems last year as the world's largest Internet search provider stepped up a battle against a barrage of counterfeiters, suspect downloads and other malicious activity on the Web. Google removed more than 350 million bad ads in 2013, up from about 220 million the year before. That's almost 1 million suspect ads a day. The increase was partly driven by the overall surge in online advertising, most of which is legitimate. But as Google introduces new products, scammers adapt and develop new ways to game the system. "It's a challenge," says Mike Hochberg, ads engineering director who oversees hundreds of engineers and policy experts focused on this at the company. "Google continues to add new types of ads and formats all the time, and that creates new work to track down new ways of creating bad ads." Google's online ad business has become so lucrative, generating billions of dollars a year in profit for itself and its partners, that the company's platforms, such as AdWords and AdSense, are a huge draw for what it calls "bad actors" looking to grab some of this money. In 2011, Google agreed to pay $500 million to settle allegations by the U.S. Department of Justice that ads for Canadian online pharmacies contributed to the illegal importation of prescription drugs. Last year, Mississippi Attorney General Jim Hood said Google was still allowing ads for illegal online pharmacies that sell dangerous or counterfeit drugs without a prescription. Google published a scorecard on its constant battle against such activity for the first time in early 2013, and the company is releasing the second report now. Hochberg says the reports and Google's increased efforts to limit bad ads and online scams were not related to the counterfeiting settlement. "Ensuring that we are serving good ads for users has been part of our ad programs from day one," he says. "Last year, we decided to put out a pseudo
Tracy Tuten

BrandZ Top 100 Brands Report 2015 http://70b9b3c05396f2eb8737-3ea5707b8537ca9957a2ade7d... - 1 views

70b9b3c05396f2eb8737-3ea5707b8537ca9957a2ade7dd5cd831.r61.cf3.rackcdn.com/BZ_Global_2015_Full.pdf

brand equity brandz 2015 report list top ECUadvertising

shared by Tracy Tuten on 08 Sep 15 - No Cached
  • Tracy Tuten on 08 Sep 15
     
    2015 report on top brands globally in terms of brand equity.
Tracy Tuten

The Most Influential Women in Advertising | Special: 100 Most Influential Women in Adve... - 0 views

adage.com/...237265

advertising ECUAdvertising 2012 women

shared by Tracy Tuten on 24 Sep 12 - Cached
  • Tracy Tuten on 24 Sep 12
     
    Ad Age curated this list of the 100 Most Influential Women in Advertising. This intense research task drew upon numerous outside sources; our own pages and back issues; and Radcliffe College, where we combed the archives of the century-old Advertising Women of New York.We also tapped into the expertise of our beat reporters and requested nominations from readers online, which reaped some 400 responses.
Tracy Tuten

Music Listeners Pump Up the Volume on Digital Radio - eMarketer - 0 views

www.emarketer.com/...1010600

smm chp7 social entertainment digital radio radio ECUAdvertising media broadcast advertising 2014 stats emarketer

shared by Tracy Tuten on 12 Feb 14 - No Cached
  • As the US digital radio landscape matures, several trends are taking hold, including: Strong demand for two dominant listening modes: personal stations that serve songs based on users’ preferences, existing digital music collections and prior listening activity, and digital extensions of over-the-air stations A shift toward nondesktop devices, such as smartphones, tablets, in-car systems and other consumer electronics embedded with digital radio apps A mix of monetization models that ranges from free access on an ad-supported basis to premium tiers that cost up to $10 per month for ad-free, unlimited listening
  • Many companies that are marketing through digital radio use 15-second audio spots, some tailored to specific services. Advertisers are also creating branded playlists and sponsoring launch events, contests and festivals.
  • The full report, “Digital Radio: Usage Grows, but Lack of Scale Remains a Challenge,” also answers these key questions: How many people are using digital radio services, and how are they using them? What is the outlook for digital radio advertising? How are marketers using digital radio to promote their brands? How is competition affecting the digital radio landscape and potential marketing opportunities connected with it?
  • Tracy Tuten on 12 Feb 14
     
    "Marketers are tapping into this opportunity by attaching their brands to digital radio services in traditional and novel ways, according to a new eMarketer report, "Digital Radio: Usage Grows, but Lack of Scale Remains a Challenge." eMarketer estimates there will be 159.8 million digital radio listeners in 2014, and that figure will grow to 183.4 million in 2018. Digital radio listeners are now at mass-market proportions, representing just more than half of the population and nearly two-thirds of internet users."
Tracy Tuten

Should VW Follow the Standard PR/Legal Crisis Management Playbook? - 0 views

www.cyberalert.com/...gal-crisis-management-playbook

pr VW 2015 communications ECUadvertising buzz

shared by Tracy Tuten on 29 Sep 15 - Cached
  • The YouGov BrandIndex, which tracks daily consumer perception, found that Volkswagen’s score in the U.S. as of Monday reached its lowest point since at least 2009, reported AdAge. The automaker’s “buzz” score had been hovering in the 10 to 11 range and now it is at -2 and “most likely to drop even further,” according to YouGov.
  • The scandal strikes an enormous blow to the corporation’s reputation.
  • A company that manufactures energy-efficient, or “green,” products like clean-diesel automobiles attains reputational benefits. Those benefits disappear with the loss of trust. The reputation of German manufacturing and the diesel engine product category have also suffered.
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  • The VW crisis falls into the general PR crisis category of scandals and shenanigans that entail often-shocking revelations about a company. They often implicate specific corporate executives or managers. They can involve any type of aberrant behavior including accounting mischief, safety practices, and sexual activities.
  • Other types of crisis include: Accidents and disasters. These cover terrorist activities, plant fires and explosions, vehicle crashes, disease outbreaks, and other man-made catastrophes or natural disasters. Corporate crises in this category can be “no fault” for the company or the organization may bear full responsibility. The BP oil spill on the Gulf of Mexico is an example. Product, service or staff snafus.  These are negative customer experiences caused by employees, usually reported on social media or captured by citizen journalists. The category also involves product defects. Antagonistic attacks. These involve online or offline actions initiated by customers, competitors, activists or regulators who have a bone to pick with your business.
  • While the standard PR crisis playbook can apply to most crises, the Volkswagen emissions scandal is far from typical. It involves intentional government rule breaking, rather than straightforward mistakes involved in other recalls. The wrongdoing almost certainly involves many VW engineers and decision-makers, not just a few people as in many other PR crises.
  • The emissions test fraud was one of the most egregious examples of corporate misconduct in recent times, perhaps exceeded only by Enron’s financial fraud in the previous decade. Unlike most other examples of corporate maleficence, the emissions test rigging impacts most everyone in the world by causing more pollution. 
  • The PR Crisis Management Playbook The standard PR crisis playbook calls for corporations to: Follow a previously prepared crisis management plan that defines the decision-making process, spokespersons, outlets to contact, communications channels, and which stakeholders to update. Act quickly. Quickly disseminating information and responding to media inquiries is essential in crisis communication. The first 48 hours are critical. Silence enables speculation and reflects badly on the brand, as media outlets will publish stories and the public will reach conclusions whether the company comments or not. Be open and transparent. Release all the information you have in an open dialogue with the press and the public, using both traditional and social media channels, including the organization’s website and other owned media. Apologize. Delivering an appropriate, timely and sincere apology is a vital part of responding to a crisis. PR and business executives can learn from previous corporate apologies. Quickly cut ties with company employees, employees of affiliated firms or celebrity spokespeople accused of wrongdoing. Make amends. Provide help for any victims and their families. Demonstrate that the company is taking steps to protect the public. Actions speak louder than words in these situations. Monitor the situation. Employ a media monitoring service to obtain up-to-the-minute reports, identify media mentions that call for responses and gauge the effectiveness of  corporate communications.
  • Tracy Tuten on 29 Sep 15
     
    An overview of the crisis communication approach as it relates to VW given its emissions scandal.
Tracy Tuten

How USA Today's Ad Meter Broke Super Bowl Advertising | Special: Super Bowl - Advertisi... - 0 views

adage.com/...232411

smm Super Bowl advertising USAToday admeter 2012 facebook

shared by Tracy Tuten on 30 Jan 12 - No Cached
  • The commercial also ushered in an era in Super Bowl advertising that we still inhabit: the ad as entertainment.
  • That we expect ads during the Super Bowl to be as entertaining as the game itself can largely be traced back to "1984."
  • In 1989, just a few years after "1984," the national newspaper introduced a revolutionary concept -- and a marketing masterstroke. Take a small panel of people, isolate them in a room with a meter and tell them to constantly turn a dial rating what they're seeing on a scale from one to 10.
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  • With so much at stake, to please the clients and bolster their own resumes, directors started creating ads for the panel -- the media equivalent of teaching for the test. How do you get people to have an immediate, positive reaction to something they're seeing? Certainly don't show them a narrative. Make them laugh.
  • "It better be something that rings some bells or gets measured on the USA Today Richter Scale," said TBWA/MediaArts Chairman Lee Clow. But the creator of "1984" also believes it means fewer ads like that one have been made. "It's a big challenge to spend $3 million on the time and then a million on the spot. It's kinda difficult to then come in 19th on the USA Today 'How'd you like our spot?' scale."
  • Even so, the poll's influence is waning. Today, most marketers combine immediate feedback with sophisticated research from Nielsen, GFK, Zeta Interactive, Kantar or Ace Metrix to understand the long-term impact of spots. Now that the real-time web has gone mass in the form of Facebook and Twitter, marketers and agencies have dozens of new services and dashboards to monitor, as well as the means to influence the discussion as it happens, not to mention giving the commentariat something else to write about.
  • Second, YouTube views and blog posts allow an ad to succeed or fail outside traditional media structures. VW's "The Force" has been viewed more than 90 million times since Super Bowl 2011.
  • "If you go back 10 years, it was the only thing," said CMO Scott Keogh. "You didn't have social, YouTube views, you didn't have the blogs and all the running commentary. Basically, the press would report on the Ad Meter.
  • Even USA Today has lost faith in the ability of the panel alone to pick a winner. This year, in addition to selecting two panels of 150 in cities that USA Today won't reveal, the paper is opening up the voting to the public on Facebook. As a result, for the first time since 1989, USA Today won't declare a "winner" in Monday morning's paper. The true winner won't be declared until after the polls close Wednesday.
  • Why not dump the panel entirely? In social media, consumers will rate only the ads they love and hate, a spokesperson said. The panel is the only way USA Today sees to be sure every ad gets a vote.
  • "I'll have four screens going during the game in front of me, showing me charts and graphs," Mr. Ewanick said. "We have five or six other groups monitoring, then we'll have next-day research, copy testing, focus groups. There's a lot of money involved here. You have to really understand your ROI to make sure you learn from this, so you can apply that the next year."
  • When will we once again get more Super Bowl ads like "1984"? When creatives stop making spots to incite an instant reaction, sort of like Chrysler's two-minute "Imported From Detroit," a high-concept, big-idea spot that put Detroit before the car and even before the celebrity (Eminem). It was great creative, by most measures, and probably the closest thing to "1984" in its ambition since, well, "1984."
  • Predictably, "Imported From Detroit" bombed on the Ad Meter, coming in at No. 43.
  • Tracy Tuten on 30 Jan 12
     
    Social media are changing the way we will measure the success of Super Bowl advertising!
Tracy Tuten

Upfront Pitches Don't Shape Fall Budgets, Buyers Say | Special Report: TV Upfront - Adv... - 0 views

adage.com/...242975

ECUadvertising media upfronts

shared by Tracy Tuten on 01 Aug 13 - No Cached
  • The number of presentations has continued to grow, with over 70 events held this year, according to the firm. The addition of the NewFronts, digital video's attempt to steal some ad dollars from TV budgets, has significantly crowded the calendar.
  • "Hundreds of millions of dollars are spent on upfront events… What's interesting to see is just how useful they are and how much they affect marketers and buyers decisions," said Bob Flood, VP-media consultant at Advertiser Perceptions.
  • With the end approaching for this year's upfront talks, where networks secure commitments for ad time in the approaching TV season, research firm Advertiser Perceptions asked over 300 marketers, agency executives and media buyers about the dog-and-pony shows that kick off negotiations. More than half -- 61% -- said attending the presentations didn't affect their decisions about allocating ad dollars.
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  • Unfortunately for any would-be reformers, that annoyance is no license to quit putting on a show. "Anyone absent from the lineup will be noticed," he said. "They serve as a networking opportunity, are buzz-worthy and help develop more trustworthy relationships with the organization."
  • While networks try to outdo each other with celebrity appearance and stadium-worthy musical performances, only 4% called the presence of talent "extremely influential" on their decision to attend, their perception of a network or their ultimate investment. Some 42% rated talent "somewhat influential," while 38% called it "not very influential."
  • Research and data has become an important part of the mix at the upfronts, where networks and web publishers were eager to call out stats favoring their stories. But numbers can be manipulated any way the networks like, Mr. Flood said, and 72% of media buyers and advertisers found the research provided at the presentations only somewhat relevant to their decision making.
  • While big media conglomerates often emphasize the potential of their entire portfolio during negotiations, media buyers and advertisers care more about the power of individual networks, according to the research. Digital video was the hot topic this year, and on that front media executives agreed with sellers, with 75% saying they expected to increase spending in digital video over the next 12 months, compared to just 1% saying they expected to cut it.
  • The actual dollar amount going into the digital space is still small compared to TV, Mr. Cohen said. But there's no question money is coming out of broadcast TV, with 26% of respondents saying they plan to decrease the amount they spend on the Big Four networks. In comparison, 35% of those surveyed plan to spend more in cable TV this year.
  • In what's perhaps a bit of an anticlimax, buyers ultimately rated price as the most important factor. Some 82% of TV decision-makers and 76% of digital decision-makers said attractive pricing is the thing most likely to convince them to spend more. So, networks be warned: It doesn't matter if you have Jay-Z or Kanye West performing if your ads aren't an attractive value.
  • Tracy Tuten on 01 Aug 13
     
    Overview on the 2013 upfront season
Tracy Tuten

Guide to Agency Compensation - 0 views

www.aaaa.org/...default.aspx

ECUadvertising agency compensation AAAA

shared by Tracy Tuten on 17 Sep 13 - No Cached
  • Tracy Tuten on 17 Sep 13
     
    List of reports from AAAA on agency compensation and client recruitment
Tracy Tuten

The Rise of Apps Culture | Pew Research Center's Internet & American Life Project - 2 views

pewinternet.org/...The-Rise-of-Apps-Culture.aspx

pew apps mobile marketing ECUAdvertising ECUSocialMedia data stats

shared by Tracy Tuten on 23 Sep 10 - Cached
  • Some 35% of U.S. adults have software applications or “apps” on their phones, yet only 24% of adults use those apps. Many adults who have apps on their phones, particularly older adults, do not use them, and 11% of cell owners are not sure if their phone is equipped with apps.
  • Among cell phone owners, 29% have downloaded apps to their phone and 13% have paid to download apps.
  • “An apps culture is clearly emerging among some cell phone users, particularly men and young adults,” said Kristen Purcell, Associate Director for Research at the Pew Internet Project
  • ...1 more annotation...
  • Overview  Some 35% of U.S. adults have software applications or “apps” on their phones, yet only 24% of adults use those apps. Many adults who have apps on their phones, particularly older adults, do not use them, and 11% of cell owners are not sure if their phone is equipped with apps.  Among cell phone owners, 29% have downloaded apps to their phone and 13% have paid to download apps.  “An apps culture is clearly emerging among some cell phone users, particularly men and young adults,” said Kristen Purcell, Associate Director for Research at the Pew Internet Project . “Still, it is clear that this is the early stage of adoption when many cell owners do not know what their phone can do. The apps market seems somewhat ahead of a majority of adult cell phone users.” “This is a pretty remarkable tech-adoption story, if you consider that there was no apps culture until two years ago,” said Roger Entner, co-author of the report and Senior Vice President and Head of Research and Insights for Telecom Practice at Nielsen. “Every metric we capture shows a widening embrace of all kinds of apps by a widening population. It’s too early to say what this will eventually amount to, but not too early to say that this is an important new part of the technology
  • Tracy Tuten on 23 Sep 10
     
    Pew's study (9/14/2010) on the use of apps on mobile phones.
  • Tracy Tuten on 23 Sep 10
     
    Students, this is some recent data you can use in the information about your consumer audience for the FCB campaign project.
Tracy Tuten

Why Marketers Should Invest in Crowdsourced Research - 0 views

mashable.com/...arketers-crowdsourced-research

crowdsourcing research advertising

shared by Tracy Tuten on 19 Jan 11 - No Cached
  • What are the advantages of crowdsourced research? Cost-effectiveness –- Comparatively speaking, crowdsourced research can be done at a fraction of the cost of traditional research. Quick Turn Around –- The time it takes to gather, execute, and analyze is shorter thanks to a purely digital foundation. Flexibility –- As trends emerge in findings, researchers can easily adjust their strategy to catch any shifts or “surprises.” Collaboration –- Crowdsourced research allows brands to collaborate easily with customers to ideate or improve upon products, to test concepts, ads, and experiences, and to continue the conversation over a longer term. Velocity –- Crowdsourced research can travel at the speed of digital, allowing for real-time consumer behavior analysis and insight for new technologies, memes, trends, and conversations. Marketing and Marketing Research –- Even though it’s frowned upon and often times refuted in traditional research, the nature of crowdsourced research implies there will be some form of marketing intertwined as consumers share their stories, insights, and ideas for brands they support.
  • Crowdtap, which is still in beta, is a tool that fills the gap between traditional research and digital, and helps with insight gathering, customer empowerment and influence. At my company, we use Crowdtap to augment our research activities, especially when time is of the essence (i.e. new business pitches, client presentations, low-budget projects). Brands and agencies can leverage Crowdtap to target questions (polls, discussion topics, and open-ended queries) to a certain demographic profile subscribed to the tool.
  • Tracy Tuten on 19 Jan 11
     
    When it comes to marketing strategy, research is critical. Marketing research, an unsung hero of the marketing cosmos, tends to be excused, neglected, forgotten, or ignored as concepts move into execution and execution turns into conversation, engagement, or criticism. Why? Sometimes the cost alone to execute a valid study can blow the budget. In addition, as timelines are getting reduced in order for brands to get consumer attention, taking the time to recruit participants, execute the study, and analyze the results extends beyond, or well into, the go-to-market plan. Or, the findings are stale from the time lapse between executing the study and reporting the findings. Crowdsourced research can help span that gap by providing timely, detailed results to help marketing strategies at large. Read on for some of the associated advantages and tools to get you started.
Tracy Tuten

Cross-Channel Media from Nielsen 2014 - 0 views

www.nielsen.com/...-platform-report-june-2014.pdf

nielsen ecuadvertising 2014 data cross-channel vod tv media

shared by Tracy Tuten on 04 Nov 14 - Cached
  • Tracy Tuten on 04 Nov 14
     
    Data on media consumption, 2014
Tracy Tuten

Marketing's Next Five Years: How to Get From Here to There | News - Advertising Age - 0 views

adage.com/...237616

advertising Marketing adage 2012 predictions ECUAdvertising

shared by Tracy Tuten on 22 Oct 12 - No Cached
  • By 2017, 85% of the world will be covered by 3G mobile internet and half will have 4G coverage, according to Sony Ericsson. Three billion smartphone users will contribute to data traffic that's 15 times heavier than today's. For more and more consumers, the most important screen will be the tiny one in their pocket.
  • To put it bluntly, there needs to be more ad spending on mobile, which now comprises only about 1% of budgets, according to a recent study from the consultancy Marketing Evolution. Based on ROI analyses of smartphone penetration, that figure will be about 7%. In five years' time, that number will need to be in excess of 10%.
  • USER EXPERIENCE IS THE NEW 30-SECOND SPOT User-experience design is too often thought of as a digital-marketing task, ensuring that website and app development meet and ideally exceed usability standards.
  • ...4 more annotations...
  • The proliferation of digital interfaces when we interact with brands offers a perfect metaphor for how the industry should be thinking about brands. Agencies of all stripes need to think about how they can integrate big-thinking experience designers into their creative and strategy offerings. Inspirations include startups such as Uber, whose brilliantly designed mobile app and fleet of friendly drivers, is taking the pain out of ordering and paying for car service in urban environments.
  • Experience Design practice uses nontraditional, interdisciplinary teams whose shape depend on the brand in question. "This hyper-bundled approach helps us disseminate experience design and other thinking throughout all kinds of projects."
  • A recent Association of National Advertisers study delivered a grim finding on how agencies get paid: "New methods of compensation like value-based remuneration that rewards performance have not taken hold globally. Only 4% [of respondents] reported utilizing them." That's a depressing stat. Now here's a ridiculous one from a 4A's study: Agencies bill mobile developers at a rate less than half what account-services directors receive. The compensation crisis has been on the industry's radar screen for years. The decline of the cushy, reliable 15% commission, coupled with the rise of procurement, has led to downward pressure on agency margins and widespread complaints about agencies losing their status as partners to become lowly vendors. Assuming we're not going to ditch the very flawed charging-for-time model, the fix is clear: a shift to performance-based compensation agreements that reward effectiveness and not time sheet completion. Underwear purveyor Jockey International and its ag
  • ency, TPN, offer an excellent model based on, as Jockey CMO-exec VP Dustin Cohn described it, "earned profits and payment on work output." Agency and client work together to determine the scope of work and metrics that determine the entire profit markup. Said Mr. Cohn: "Putting all of their profits on the line validates that the agency really believes in the client-brand and what they can do to move it forward." Steve Blamer, former big agency CEO and compensation consultant, said it's up to agencies to become honest about profit margins and income levels. "I'm astonished at how reluctant agencies are to provide transparency around their costs." At the same time, client marketers need to be willing to pony up for deserving work. And some are not.
  • Tracy Tuten on 22 Oct 12
     
    Imagine five years out. It won't hurt, we promise. Even the worst-case forecasts have our economic malaise nearing an end by then, a dreaded lost decade coming to a blessed conclusion and a true recovery taking shape with low unemployment and revitalized consumers. Once again the ad business will be growing. But a new media and marketing order will be taking hold. In measured-media terms, in 2016, the furthest year forecast by eMarketer, TV will still own the biggest piece of the marketing pie (36%), but just barely. Online advertising, at 31%, is sure to be hot on its heels. Further behind but growing fast will be mobile, whose share will have jumped from about 1% today to 5% as marketers chase a wholly mobile consumer reveling in constantly improving gadgets and services (see chart below). The rise of mobile, coupled with an evolving, more web-like TV market will present a vastly different communications landscape. Rising to the challenge will entail many changes in old processes, from compensation to measurement. Whether you're ready depends in part on what you do now.
Tracy Tuten

12 Ads That Changed Super Bowl Marketing | Special: Super Bowl - Advertising Age - 0 views

adage.com/...231949

ECUadvertising advertising Super Bowl ads video examples

shared by Tracy Tuten on 10 Jan 12 - Cached
  • Tracy Tuten on 10 Jan 12
     
    Review from Ad Age on the most influential Super Bowl ads to date.
Tracy Tuten

How Volkswagen Conducted Its Canine Chorus | Special: Super Bowl - Advertising Age - 1 views

adage.com/...232268

Super Bowl advertising 2012 VW force bark side

shared by Tracy Tuten on 30 Jan 12 - Cached
  • Last week, Volkswagen and Deutsch, Los Angeles, unveiled a 60-second Super Bowl teaser on YouTube and then on broadcast TV during an episode of "The Middle" on ABC. The spot stars mutts barking a canine rendition of "The Imperial March," aka "Darth Vader's Theme," the track featured in last year's VW Super Bowl darling, "The Force."
  • The dozen dogs, selected from a pool of 40 who "auditioned," were chosen not for their vocal chops but, in some cases, for their resemblance to "Star Wars" characters, according to Tim Mahoney, chief product and marketing officer for Volkswagen of America. "See if you can find Chewbacca," he said, adding, "If you have a pet in the house, this ad drives them crazy."
  • The idea behind "The Bark Side" was to create an ad to promote an ad. "We were among a few brands last year who pre-released our Super Bowl ad, and the feeling was we were ahead of the pack," said Mark Hunter, chief creative officer for Deutsch, apparently with no pun intended. "So this year, it's what can we do to continue to set media trends."
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  • The ad was directed by Keith Schofield of Caviar Content, who said the dogs were shot together and then separately on the set, barking to a temporary track created by Endless Noise's Jeff Elmassian, who was also behind the arrangement of John William's original Vader march for "The Force." Prior to production, "we talked about how this should probably be handled like a music video," said Deutsch Director of Integrated Content Vic Palumbo. "We needed to create the track first and then figure out who the dogs are, what notes they're going to be singing."
  • One of the biggest challenges was the balancing act of using unaltered dog barks and digitally enhanced ones. The final mix featured a combination of both. "The human ear is discerning enough that even a lay person can tell when something is synthetic," said Mr. Elmassian. "You want a certain amount of barks to not be effected. Your ear will anchor onto enough of those and start to forgive some of the sounds that do border more on the effected side."
  • Tracy Tuten on 30 Jan 12
     
    Interesting look at what it took to produce the VW Bark Side teaser commercial
Tracy Tuten

The Future of Media 2015 - 0 views

www.unileverusa.com/...FOM_Final_09_tcm23-206938.pdf

ecuadvertising media 2015 report pdf

shared by Tracy Tuten on 04 Nov 14 - Cached
  • Tracy Tuten on 04 Nov 14
     
    Media trends for 2015
Tracy Tuten

How Nielsen's Total Audience Measurement Will Give Ad Buyers a Programmatic Boost | Adweek - 0 views

www.adweek.com/...ll-give-ad-buyers-boost-167700

nielsen media data ECUadvertising 2015

shared by Tracy Tuten on 29 Oct 15 - Cached
  • ielsen's upcoming total audience measurement tool—which the company shared exclusively with Adweek on Tuesday—will finally show networks and advertisers how their content is viewed across all platforms. But as the company works with top industry execs to evolve video measurement, Nielsen says its new data will also help buyers optimize their media plans.
  • In March, Nielsen acquired data management platform Exelate to help with programmatic buying
  • "We're able to bring all our data assets together in one place and create a respondent-level database," said Clarken. Advertisers can carve out segments for audience buying, which Exelate will pull together and then make real-time programmatic buys.
  • ...3 more annotations...
  • For more traditional buying plans, Nielsen partnered with Pointlogic to create Nielsen Media Impact, an updated version of Nielsen's agency planning system used by 15,000 agency planners worldwide. Total audience ratings will be sent directly into agency planning systems through the Nielsen Media Impact planning tool, which is currently being tested by several global agencies to simulate plans and campaigns.
  • Agencies can select from more than 100 characteristics in Nielsen's TV panel, which is expanding in January from 20,000 to 40,000 households. This will allow planners to create audience target segments and pick GRPs (gross ratings points) by timeframe. Nielsen Media Impact will marry those segments with Nielsen's total audience data, allowing it to create and simulate a plan across all platforms, including broadcast, cable, streaming, Internet, mobile and print.
  • "It allows you to make share-shifted changes to make a schedule around what you want to buy" and run comparison reports to see how the two plans look side by side, said Abcarian. "You can then export this entire plan and load it straight into buying and programmatic systems."
  • Tracy Tuten on 29 Oct 15
     
    Updates on Nielsen's media measurement options
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