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.