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Carri Bugbee

Get Ready: Commercial Viral Videos to Take Up Even More of Your Time - eMarketer - 0 views

www.emarketer.com/...1011020

viral videos tracking analytics commercials ads advertisements

shared by Carri Bugbee on 22 Jul 14 - No Cached
  • social media-driven campaigns would see the most growth in commercial production in 2014,
  • it makes sense that the commercial production space is shifting its efforts to viral video. Out of the US smartphone users surveyed, 44% said they watched viral videos on their phones, the second most popular digital video type they viewed regularly; 43% of computer users and 37% of tablet users also reported watching viral clips on those devices.
  • The top hurdle to managing rights and royalties for commercials was the need for a system to track them, cited by 32% of respondents. A close 30% were concerned about others using an asset despite not having the rights to it
Carri Bugbee

Why Marketers Need to Reorganize Around the Most Powerful Behavior Principle of All: Ut... - 1 views

adage.com/...240860

utility marketing brand branding nike fuel band

shared by Carri Bugbee on 18 Apr 13 - No Cached
  • Carri Bugbee on 18 Apr 13
     
    To plan a more complete response to the new world, marketing needs to reorganize around its unifying principle: utility. Above all, utility is a response to, and a requirement of, the inevitable time crunch in a tech-sped world. That's why Nike Fuel Band wasn't just the innovation of the year; it's the first full-utility footprint. Utility also requires replacing the chain of faith with a chain of actions. We need to plan and monitor how our messaging bounces along the stream of consumer interaction, and through the path of commerce. For example, retargeting extends utility to display advertising, and smartphone point-and-shop apps (e.g. WiO and Shazam) start to fulfill on the commercial potential of interactive TV. Your content needs to let me activate on my terms. Utility also means we need to understand consumer behavior after seeing ads, not just before. The weight of marketing research has been on targeting. Now we need to create the lens for the complete activation spectrum.
Carri Bugbee

Auto Brands Swear Twitter Ads Work | Digiday - 0 views

www.digiday.com/...-brands-swear-twitter-ads-work

auto brands twitter ads Twitter advertising

shared by Carri Bugbee on 21 Aug 12 - No Cached
  • “Twitter’s ad products have proven to be a good platform for Kia, especially when attempting to maximize ‘in the now’ moments,” said George Haynes, social and digital media manager at Kia. “It provides real-time opportunities to engage with people as conversations and events are happening.”
  • “Promoted tweets are also a great way to join the online conversation about a major event or TV show, without having an official relationship or spending a ton on commercials,”
Carri Bugbee

Advertisers Spend Much More With Facebook But Twitter Performs Better - CMO Today - WSJ - 1 views

blogs.wsj.com/...ok-but-twitter-performs-better

twitter advertising facebook social media marketing advertisers

shared by Carri Bugbee on 08 Apr 14 - No Cached
  • Twitter ads generate clicks at a significantly higher rate than Facebook. As a result, the firm found, advertisers are significantly dialing up their Twitter ad spending.
  • “Business & Consumer Services” saw its Twitter ad spending soar by 361 percent in the fourth quarter over the third quarter, versus Facebook’s still huge 211 percent increase. Over the course of 2013, Twitter ad spending for the ”Business & Consumer Services” ballooned 297 percent, found Resolution.
  • Why is Twitter growing despite a much smaller audience? For one, Twitter has rolled out several compelling new offerings that connects its ads directly to TV shows and commercials, Resolution’s report notes.
  • ...1 more annotation...
  • “Twitter ads…generate clicks at a much higher rate as advertisers integrate them tightly with broad trends and conversations, serving up straightforward messaging and content directly into relevant conversation streams.”
Carri Bugbee

WE KNOW WHERE YOUR TV IS: Why Location-Based Marketing Matters to Connected TVs | Inter... - 0 views

www.itvt.com/...arketing-matters-connected-tvs

socialTV social tv television TV Location-Based LBMA location LBS

shared by Carri Bugbee on 04 May 14 - No Cached
  • Location technologies like GPS are sharing analytics on where and how this content is being viewed.  The good news?  Connected TVs definitely have a role to play in the multiscreen IoT – especially in the area of building new models of marketing and advertising relationships.
  • The way we look at location-based marketing (LBM) is unique – our definition is basically: The intersection of people, places and media.  We don’t equate LBM to just mobile [devices]. – Asif Khan, LBMA
  • once you know the location of the person you’re trying to influence – the question you should ask is: what media happens to be near them in that particular place? Could be a billboard, radio, television – anything. We’re very focused on media context.”  
  • ...4 more annotations...
  • In 2011 we worked with Fox TV and our member company Loopt on the show 'Bob’s Burgers.' They approached us with an LBM idea –they wanted to build a fanbase as the show was just starting.  So, we partnered with the California-based chain Fatburger in 64 locations to rebrand them as Bob’s Burgers.  On one of the episodes, one of the animated characters checked-in on their mobile device.  We’re also worked with Bravo on shows like Real Housewives and Top Chef – to drive viewers to real-world retail locations that the characters on the show frequent.”
  • on the TV front – we work with connected TV ecosystem companies like Shazam, Cisco, and others that are building Automatic Content Recognition (ACR) into HD and 4K displays. In the increasing model of TV/mobile co-viewing/browsing, a sponsor could deliver a message that is first seen on the TV but is also sync’d to become a Call-To-Action (CTA) on the mobile device of the viewer.  And as the ad will know the location of the user, they could tailor the message to direct the customer to the nearest retail location of the brand advertiser.”
  • Let’s take a big retailer like The GAP – they spend $$$ on great TV ads with great music.   Instead of The GAP saying 'Check in on Foursquare today at the GAP and save 20% on a pair of jeans'  – essentially giving their margin away, wouldn’t it be better if I could say 'Hey, you know that great commercial you saw that got you into the store? Let me give you a free copy of that song as a download right now.'  So we’re seeing a shift from just discounts and coupons and moving toward an exchange of valuable content.  The producers and broadcasters of that content have a huge opportunity to participate in that.”
  • Regarding the potential for backlash against location-based marketing, Khan is optimistic:  “The way we look at it is, if you can demonstrate real value and relevance to an individual user, they will be willing to share their location data. It’s almost a mathematical equation.  You have to articulate opportunities around the value exchange.   Four years ago, the stats for Foursquare showed that more than 82% of the location data (check-ins) were driven by men.
Carri Bugbee

TV Advertising Changed Radically This Year | Adweek - 0 views

www.adweek.com/...anged-dramatically-2014-161969

TV television social TV advertising commercials

shared by Carri Bugbee on 23 Jan 15 - No Cached
  • Nielsen competitor ComScore is trying hard to create a product that will loosen Nielsen's grip on TV ratings, but that's a nearly impossible task. The question is less whether Nielsen's TV ratings will go away than whether traditional linear cable agreements will eventually go away and Nielsen's ratings system will become obsolete
  • There's just too much that's too similar on TV, and the wars of attrition with cable operators mean all packages just aren't going to contain all channels anymore. They can't afford to.
  • Third parties like Acxiom and Experian have an incredible amount of information, and the CEO of Acxiom told us consumers should have to pay to prevent their financial data from circulating among anybody who wants to buy it, basically like getting an upgrade on an airline.
  • ...4 more annotations...
  • If you're an advertiser, there's a lot to think about here, especially the integrations that companies like Netflix are quietly selling to defray the cost of producing jaw-droppingly expensive fare like House of Cards. With reality on the rocks and scripted shows in a constant battle for the best teleplay, it's worth hitching your wagon to the right star.
  • I said a while back that linear cable would never sell premium inventory programmatically; I'm sticking with that. What's changed is linear cable likely will be unrecognizable in 10 years—even HBO is decoupling its highly prized service from a traditional cable sub
  • TV subscriptions are getting sold differently as consumers express their displeasure with the ever-pricier cable subscription model. That means more and more inventory is delivered in apps and through browsers. And that means programmatic sales, for sure.
  • consensus seems to be that it leaves advertisers scrambling to move money from linear cable to digital. That gets characterized without fail as a vote of no confidence in network programming, but it's really not; it's a vote of no confidence in the cable industry.
Carri Bugbee

YouTube Lets Brands Make Thousands of Videos From One Ad | Digital - AdAge - 0 views

adage.com/...310581

youtube social+media socialmedia video ads commercials pre-roll

shared by Carri Bugbee on 25 Sep 17 - No Cached
  • The company, part of Google, says it's expanding its Custom Affinity Audience offering so advertisers can target users who search for ski resorts on Google Maps or download a ski resort app, for example, and serve them with ads for winter-related gear. It also provides targeting based on real-life locations that users may have visited.
  • Meanwhile, YouTube says its new Director Mix software can create hundreds or thousands of different video from a single asset.
  • Marketers who leverage Director Mix must provide YouTube with all the building blocks of video, including voiceovers, background and copy. YouTube says it will then create "hundreds or thousands of versions to match your audience segments."
  • ...1 more annotation...
  • The company is also debuting Video Ad Sequencing, which will allow marketers to string together a variety of different ad types should they chose. For example, advertisers can show a 15-second TrueView ad (which are the skippable type) to build awareness, followed at the next opportunity by longer spots (because that's what consumers want, right?) to further the brand story and later a 6-second bumper ad to drive purchase.
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