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Tracy Tuten

PROGRAMMING POWER IN A MULTIPLATFORM WORLD | Advertising Age - 0 views

brandedcontent.adage.com/...article.php

adage cable 2014 advertising ecuadvertising

shared by Tracy Tuten on 04 Nov 14 - Cached
  • Tracy Tuten on 04 Nov 14
     
    2014 Guide to Cable Advertising
Tracy Tuten

Black Consumer Research from Ad Age - 1 views

brandedcontent.adage.com/...CABblackconsumer.pdf

segmentation targeting stp ecuadvertising cb adage research 2014

shared by Tracy Tuten on 04 Nov 14 - No Cached
  • Tracy Tuten on 04 Nov 14
     
    2014 Research on black consumers
Tracy Tuten

http://brandedcontent.adage.com/mic/playboy/content/PlayboyStateofMan_Infographic.pdf - 0 views

brandedcontent.adage.com/...yboyStateofMan_Infographic.pdf

stp targeting men playboy ecuadvertising 2014 infographic

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  • Tracy Tuten on 04 Nov 14
     
    Targeting Men, Infographic
Tracy Tuten

Nielsen Academics | Home - 0 views

www.nielsenacademics.com/index.php

nielsen media academics ecuadvertising

shared by Tracy Tuten on 04 Nov 14 - Cached
  • Tracy Tuten on 04 Nov 14
     
    Nielsen's Home Page for its academic program
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

Football, 'Big Bang,' TV's Most Expensive Ad Buys | Media - Advertising Age - 0 views

adage.com/...295130

ecuadvertising media cpp cpm adage 2014 bigbang

shared by Tracy Tuten on 25 Sep 14 - Cached
  • TV's costliest shows this season are the ones that have a preponderance of live viewership.
  • On average, advertisers pay $627,300 for a 30-second spot in "Sunday Night Football," up about 6% from last season's cost.
  • It's a trend that's consistent with the last several years -- advertisers are willing to pay more for programming that's watched live as more viewership takes place on a delayed basis.
  • ...6 more annotations...
  • CBS's "The Big Bang Theory" is the most expensive entertainment program on broadcast, averaging $344,827. It's consistently the highest-rated comedy, with the one-hour season premiere this week watched by an average of 17.2 million people.
  • But the priciest scripted series is actually on cable, with AMC's "Walking Dead" costing advertisers upwards of $400,000 for a package of spots.
  • There are several cable programs that challenge broadcast as the most expensive in which to buy commercial time, including ESPN's "Monday Night Football," which costs about $400,000. But it's difficult to compare many cable ad packages to those of broadcast because cable often includes multiple airings and repeats of a show.
  • Ad Age's survey is compiled using data from as many as seven media-buying agencies. (See our 2013 TV ad pricing chart here.) The resulting prices should be viewed as directional indicators and are not the actual price that every advertiser pays for a 30-second spot. The numbers are based on a range of agency estimates that can vary depending on the amount of inventory purchased from a network, the inclusion of any nontraditional advertising such as product placements, and the relationship an advertiser and media-buying agency has with a network. Most TV advertising is typically purchased as part of larger negotiations, not on a one-off basis.
  • Another newcomer is ABC's "Scandal" at No. 9 for broadcast with an average of $217,546. Of those returning shows, 21 have seen the cost for ad time decrease, while another 20 have seen increases and 14 have remained relatively steady.
  • ABC's "Modern Family" saw a meaningful decline in pricing, down 15% to $239,650 from last season and dropping one spot to No. 7 from No. 6 last year.
  • Tracy Tuten on 25 Sep 14
     
    What's the most expensive television media buy? Football and The Big Bang Theory. Check out Ad Age's chart on the cost of 30-second spots.
Tracy Tuten

Richmond, Va., Makes a Bold Appeal for L.G.B.T. Tourists - NYTimes.com - 0 views

www.nytimes.com/...-appeal-for-lgbt-tourists.html

richmond nytimes com 2014 lgbt glbt advertising regional ecuadvertising media

shared by Tracy Tuten on 16 Sep 14 - No Cached
  • Tracy Tuten on 16 Sep 14
     
    In his column this week, Stuart Elliott explains Richmond Region Tourism's new campaign targeting LGBT prospective tourists. The campaign, created by students at VCU Brand Center, is based on the seminal moment of coming out. Except in this case, it's the City of Richmond. You can see more on the microsite at www.Richmondisout.com.  We'll discuss this and other campaigns as they relate to communication theories in class.  I'll ask students to identify fundamental decisions made in targeting, objectives, budgeting, and positioning. I'll ask students to consider who the target receiver should identify as the message sender and which stage of the hierarchy of effects is in play. We'll discuss whether the target audience is expected to have high elaboration likelihood and what that means for the campaign's creative choices. Finally, we'll identify the influence tools (Cialdini's) that are evoked in the campaign.  Interested? Read Stuart Elliott's full article! 
Tracy Tuten

Thoughts on "The dirtiest jobs in digital marketing" - 1 views

dm jobs ecuadvertising digital 2014 imediaconnection

shared by Tracy Tuten on 03 Sep 14 - No Cached
  • Tracy Tuten on 03 Sep 14
     
    Today on iMedia Connection, Kent Lewis presents his list of the dirtiest jobs in digital marketing. Since tomorrow's ad class will focus on careers in advertising, let's take a look at what Lewis has to say. You can read the article at http://www.imediaconnection.com/content/37185.asp?imcid=nl#singleview Many of these jobs fall into the "dirty" category because they are tedious. Knowing how these jobs get done can be invaluable for setting realistic objectives in the strategic planning stage. Others are listed as dirty because they are all guts and no glory. We have all done jobs like that at some point in our careers. They build perseverance and grit. *Local search marketer *Online reputation manager *Digital ad sales rep *Link development specialist *Sales and new business development for search and social *Database marketing specialist I'll ask my students to consider these questions: Which of these jobs will still be around in 5 years? Which could they learn the most from as they build a career in advertising? What skills should they acquire now to be prepared for a career in digital marketing?
  • Tracy Tuten on 03 Sep 14
     
    Today on iMedia Connection, Kent Lewis presents his list of the dirtiest jobs in digital marketing. Since tomorrow's ad class will focus on careers in advertising, let's take a look at what Lewis has to say. You can read the article at http://www.imediaconnection.com/content/37185.asp?imcid=nl#singleview Many of these jobs fall into the "dirty" category because they are tedious. Knowing how these jobs get done can be invaluable for setting realistic objectives in the strategic planning stage. Others are listed as dirty because they are all guts and no glory. We have all done jobs like that at some point in our careers. They build perseverance and grit. I'll ask my students to consider these questions: Which of these jobs will still be around in 5 years? Which could they learn the most from as they build a career in advertising? What skills should they acquire now to be prepared for a career in digital marketing?
Tracy Tuten

The Untapped Opportunity of Visual Logos | MIT Sloan Management Review - 0 views

sloanreview.mit.edu/...ed-opportunity-of-visual-logos

ECUadvertising book advertising logos MIT Sloan research study stats 2014

shared by Tracy Tuten on 03 Feb 14 - No Cached
  • Tracy Tuten on 03 Feb 14
     
    On the power of logos
Tracy Tuten

Radiolab's Jad Abumrad On Storytelling With Sound | Fast Company | Business + Innovation - 0 views

www.fastcompany.com/...rad-on-storytelling-with-sound

video ECUadvertising sound storytelling npr radiolab signs creative music advertising

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  • Tracy Tuten on 03 Feb 14
     
    "NPR'S JAD ABUMRAD ON EMBRACING THE LIMITATIONS AND CHALLENGES OF TELLING STORIES USING ONLY SOUND."
Tracy Tuten

Thoughts on "The dirtiest jobs in digital marketing" - 0 views

www.imediaconnection.com/...37185.asp

jobs 2014 digital advertising ECUadvertising imediaconnection dm

shared by Tracy Tuten on 03 Sep 14 - No Cached
  • Local search marketer
  • Link development specialist
  • nline reputation management expert
  • ...3 more annotations...
  • Sales/business development for search engine and social media marketing
  • Display ad sales rep
  • Database marketing specialist
  • Tracy Tuten on 03 Sep 14
     
    Today on iMedia Connection, Kent Lewis presents his list of the dirtiest jobs in digital marketing. Since tomorrow's ad class will focus on careers in advertising, let's take a look at what Lewis has to say. You can read the article at  http://www.imediaconnection.com/content/37185.asp?imcid=nl#singleview Many of these jobs fall into the "dirty" category because they are tedious. Knowing how these jobs get done can be invaluable for setting realistic objectives in the strategic planning stage. Others are listed as dirty because they are all guts and no glory. We have all done jobs like that at some point in our careers. They build perseverance and grit.  I'll ask my students to consider these questions:  Which of these jobs will still be around in 5 years?  Which could they learn the most from as they build a career in advertising? What skills should they acquire now to be prepared for a career in digital marketing?
Tracy Tuten

denny's america's diner - YouTube - 0 views

www.youtube.com/watch

ECUadvertising dennys preemptive interview youtube 2012

shared by Tracy Tuten on 31 Mar 14 - No Cached
  • Tracy Tuten on 31 Mar 14
     
    Interview with Denny's CMO on the America's Diner strategy.
Tracy Tuten

Intel Launches Creative Review | Agency News - Advertising Age - 0 views

adage.com/...294729

ecuadvertising Intel 2014 adage Venables review

shared by Tracy Tuten on 28 Aug 14 - No Cached
  • Intel is holding a review for its creative business, Ad Age has learned. The move comes after Intel hired Steven Fund as its new chief marketing officer in May.
  • The review is being handled internally by Intel, and the marketer reached out to a small number of agencies, according to people familiar with the matter. Venables Bell & Partners has been handling the creative, and it's believed that the shop is participating in the review.
  • Venables was named lead global agency back in 2009. The marketer switched its agency approach for a couple years after that, moving to a jumpball setup. DDB handled some big campaigns during that time, though the shop does not currently work with Intel. Last summer, however, Venables became lead agency again, starting with the launch of Intel's "Look Inside" campaign.
  • ...1 more annotation...
  • Work for by Venables includes a few films for Intel's global "Look Inside" campaign featuring blind mountaineer Erik Weihenmayer, 16-year-old medical pioneer Jack Andraka, and more recently, Mick Ebeling, founder of The Ebeling Group and Not Impossible Labs.
  • Tracy Tuten on 28 Aug 14
     
    Intel has invited a small number of agencies to participate in its creative review, including its current agency of record, Venables Bell & Partners. Read about in this article in Ad Age!  http://adage.com/article/agency-news/intel-launches-creative-review/294729/
Tracy Tuten

The CMO's Guide to Addressable TV Advertising | CMO Strategy - Advertising Age - 0 views

adage.com/...291728

ecuadvertising addressable tv cmo 2014 howto

shared by Tracy Tuten on 04 Nov 14 - Cached
  • Reach: Addressable ads are currently available in up to 42 million households through live TV and video-on-demand. The pool is expected to reach 50 million households by the end of this year.
  • Measurement: Nielsen is not the currency. Operators typically use Rentrak or Kantar Media for audience measurement.
  • How it works: Marketers pinpoint their target audiences and create a household profile using data such as income, ethnicity, children in the household and car leases set to expire. They then work with cable operators to determine the number of addressable-enabled households that fit their target and serve commercials to just those homes.
  • ...3 more annotations...
  • Cablevision: About 3 million households can be targeted. DirecTV: About 12 million households can be targeted. Dish Network: About 8 million households can be targeted.
  • THE CHALLENGES No standardization: It's complicated and time consuming to run an addressable campaign across multiple operators because the technology can vary by company. Cablevision uses Visible World technology, for example, while Comcast uses BlackArrow. Marketers need to collect potential reach from each operator, determine the optimum frequency and then combine it all. DirecTV and Dish Networks are working to simplify the process by combining their sales efforts for addressable TV advertising for political campaigns. Rollout: Cable operators need to deploy technology on a market-by-market basis to enable addressability. Satellite operators and Cablevision can change the technology at one master facility. Inventory: Adding more addressable-enabled inventory requires networks to work with operators to slice up inventory. For example, NBC Universal and Comcast are partnering to make NBC-controlled inventory addressable-enabled on Comcast VOD.
  • IS IT RIGHT FOR MY BRAND? For brands selling products used by a broad audience, like toilet paper, there's still value in mass marketing. But if you're targeting a very specific consumer, addressable may be a good option. Ask yourself: Are there enough addressable-enabled households that match your target to make it worthwhile? Are there other options that can more efficiently deliver? In general, addressable is most exciting for marketers that don't normally advertise on TV due to budget constraints or because there's no efficient way to reach their niche audience,
  • Tracy Tuten on 04 Nov 14
     
    An overview of how addressable tv works
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

Strippers and stomach flus: Agencies dish on their worst pitches ever - Digiday - 1 views

digiday.com/...cies-spill-worst-showings-ever

class ecuadvertising advertising pitch pitches stories examples teaching student exercise

shared by Tracy Tuten on 03 Aug 15 - Cached
  • Tracy Tuten on 03 Aug 15
     
    Stories on the worst pitches ever.
Tracy Tuten

Intro to Video Text Ad https://smartbrief.mytinder.com/view/861625.pdf?klass=proposal - 0 views

smartbrief.mytinder.com/...861625.pdf

SmartBrief dm video media advertising email pdf

shared by Tracy Tuten on 29 Feb 16 - Cached
  • Tracy Tuten on 29 Feb 16
     
    Flyer on Smart Brief's video-text ad for email marketing
Tracy Tuten

Keyword Search Advertising and Limited Budgets http://bear.warrington.ufl.edu/wshin/Woo... - 0 views

bear.warrington.ufl.edu/...main%20paper.pdf

msi 2015 journal keyword search advertising budget research dm pdf

shared by Tracy Tuten on 24 Nov 15 - Cached
  • Tracy Tuten on 24 Nov 15
     
    Keyword Search Advertising and Limited Budgets Abstract In keyword search advertising, many advertisers operate on a limited budget. Yet how limited budgets affect keyword search advertising has not been extensively studied. This paper offers an analysis of the generalized second-price auction with budget constraints. We find that the budget constraint may induce advertisers to raise their bids to the highest possible amount for two different motivations: to accelerate the elimination of the budget-constrained competitor as well as to reduce their own advertising cost. Thus, in contrast to the current literature, our analysis shows that both budget-constrained and unconstrained advertisers could bid more than their own valuation. We further extend the model to consider dynamic bidding and budget-setting decisions. Keywords: Keyword Search Advertising, Budget Constraint, Generalized Second-Price Auction, Online Advertising, Competitive Bidding Strategy, Analytical Model.
Tracy Tuten

On Screens and in Windows, Lowe's Gives (and Gives, and Gives) How-To Help - The New Yo... - 0 views

www.nytimes.com/...ves-and-gives-how-to-help.html

Lowes BBDO 2015 dm smm v3 case example ECUadvertising video

shared by Tracy Tuten on 12 Nov 15 - Cached
  • Tracy Tuten on 12 Nov 15
     
    Lowe's uses Vine and guerilla
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