People are consuming digital video to LEARN. Consumers will not only search video for topics of interest, they’ll stop in their Facebook-browsing tracks, watch and even subscribe to video feeds that they see as educational and informative
A few weeks ago, Eicoff transformed its hallways, offices and conference rooms into a challenging and creative 9-hole mini golf course. We dared those from the Chicago advertising and media community to come and take their best shot. And they did.
Once upon a time, TV, desktop, tablet, and smartphone screens lived in happy and separate kingdoms. Isolated by technological moats and departmental fortifications, they relished their self-containment.
On blogs and news feeds and podcasts and even the printed page(!), all I hear is the relentless drumbeat of The Next Big Media Thing. Every day, it seems, brings another dire prognostication of the demise of Medium A or an unprecedented technological breakthrough spawning Channel Z.
Has there been a more talked about topic in the video advertising world than programmatic television? The potential value of using data and automation in TV buying is clear, but applying the principles of digital programmatic advertising to television has proven to be a challenging proposition.
A recent Nielsen study revealed that the increased use of internet-ready devices like smart phones is linked to a corresponding decline in television viewership, especially in the 18-34-year-old age group. On the surface, this trend seems like bad news for television advertisers. In fact, it’s probably the best news possible, at least for those who include a response option in their spots.
Digital video or television advertising? Many advertisers are feeling pressure to declare for one or the other, as if they were diametrically opposed political candidates.
For example, Hallmark recently announced that for the first time, it would not be running any holiday television advertising. Instead, they are focusing their spend on digital venues such as YouTube and Snapchat. This announcement comes on the heels of advertisers such as Quiznos and Campbell Soup shifting a significant amount of their budgets from television to digital.
DRTV Analytics and Baking the Perfect Batch of Chocolate Chip Cookies. Hopefully one of these two subjects garnered your attention (we won’t ask which one). These seemingly disparate topics actually have many things in common.
“The yucky, the divine, the best product of all time!”
How’s that for a line of hard-hitting DR copy? Confident, creative - but it didn’t come from one of Eicoff’s own. No, that gem (along with an entire :30 TV commercial about an imaginary product called Smell-a-Vision) is the handiwork of 13-year-old Dominique Jones, one of Eicoff’s first ever Spark students.
Video content remains the highest reach vehicle for most advertisers. And with the proliferation of viewing options available to consumers, the need to improve the efficacy and efficiency of targeted video campaigns will remain a top priority for both clients and their agency partners. This merger instantly creates a second major player that can measure set top box and digital video viewing data to go toe to toe with Nielsen Total Audience.
It’s October, and our attention turns to the scary season of… holiday retail. And while most of the heavy lifting may already have been done for your holiday media plan, it’s a good idea to step back and take another look at your media mix.
Visual communication plays a major role in our lives. And as television advertisers, we know its importance more than anyone. The right visuals are critical to our success. So in our hunt for the most powerful ways to generate a response from a TV commercial, we’ve found that all-graphic spots can be a wise way to go.
The Guardian joins the Financial Times and the Economist in billing ads by time. The thinking goes that buying ads based on number of impressions doesn’t translate to an effective campaign and can lead to clients paying for ads that are never seen.
Alison Lohse, Co-founder and COO at Conversion Logic introduces marketers to the newest jargon in the Martech world - UMIA, or unified marketing impact analytics and whether it really benefits the marketing performance measurement
Don't be surprised if the Spotify ads you hear start to match the vibe of your playlists. The music streaming service announced today it will start offering programmatic advertising for the 70 million people using the free version of its platform.
The new self-serve program, called Amazon Video Direct, allows video owners to distribute directly on Amazon’s video platform. The program could be a boon for YouTube networks struggling to create new revenue streams outside of YouTube, which takes a 45 percent cut of all ad revenue generated on its platform.
As Nielsen pushes its “total audience” measurement system as the new currency for a hybrid TV and video advertising marketplace, some fundamental issues remain -- especially the fact that Nielsen will effectively be adding many more sources of video viewing to the measured universe, and consequently, will fragment the TV/video advertising marketplace beyond anything Madison Avenue has experienced to date.
Between last year's NewFronts presentation and today's, BuzzFeed's audience has grown from about 2.8 billion monthly views to more than 7 billion. Peretti called BuzzFeed "primarily a mobile company." About 75 percent of BuzzFeed's content is consumed outside its own platform, including 21 percent on Snapchat and 14 percent on YouTube.
About 65% of U.S. TV homes now have at least one TV connected to the Internet via a gaming console, streaming player, Blu-ray player or through an integrated link, up from 44% in 2013 and 24% in 2010, Leichtman Research Group (LRG) found in a new study.
Amid that surge, there are now more connected TV devices in the U.S. than pay TV set-top boxes, LRG said.
How Marketers Really Use Data If marketers aren’t using data to identify new customer segments, what are they using it for? According to December 2014 research from eConsultancy, the most common uses for data were attribution and calculating lifetime customer value.
As television networks enter the frenzied ad-sales period known as the “upfronts,” they would seem to have a dismal story to tell. Cord-cutting is rising, ratings are sinking and ad-free streaming services such as Netflix are on the rise.
And yet, the networks are poised for a surprisingly strong showing.
Early estimates from media buyers and analysts suggest that ad-spending commitments could increase 3% to 5% in this year’s upfront market, when the bulk of inventory for the coming TV season is showcased.
Legacy news outlets including ABC News, CBS News, NBC News and Univision, as well as digital stalwarts like The Huffington Post and Vox.com, all went live throughout Tuesday. For all of them, it was an opportunity to inform viewers about the latest primary news and results as well as what it all meant.
The study found that for 11 of those brands, sales dropped by a combined $94 million dollars, or roughly 69 percent of incremental sales that those brands could attribute to TV advertising from 2013. Essentially, for every dollar less those 11 brands spent on TV, they lost three times that amount in sales.
The expanding population of 55 million Hispanics in the U.S. represents a very different consumer of healthcare. In particular, Hispanics differ from the mainstream as it relates to healthcare consumption in four key ways:
While other companies are trying to adapt to the changing TV landscape on the fly—Turner recently announced plans to trim ad loads for truTV and new TNT dramas—Viceland is trying to build a better mousetrap from the ground up.
Political advertisers are buying more cable TV than ever, but not necessarily in prime-time or on the networks you'd expect.
Channels that haven't historically seemed like obvious buys for political advertisers, including Food Network and HGTV, have sold more than three times the amount of TV spots to political buyers this election cycle compared to 2012.