By: Francie Gordon
The 2014 CES definitely proved there’s no one way to view content: Sony’s Short Range 4K projector, the Samsung Galaxy Note Pro tablet, LG’s Curved TV and more.
But guess what –TV, in any form, is still king.
That, according to a panel of agency experts at the Consumer Electronics Show in Vegas.
People still watch more than four hours of live TV a day on average. Even Millennials – can you believe it?
Of course, it makes sense that advertisers are shifting some ad dollars from TV to digital. There’s lots of potential around second screen and streaming video.
But digital by itself can’t touch the reach of TV. Even internet companies cannot live by online alone: successful companies like Quicken Loans, GoDaddy and Priceline turn to television to drive traffic and grow their business.
TV works – whether it’s brand advertising or direct response (DRTV), and whether it’s through a 4K projection on a wall or a bendable screen.
As TV viewing options continue to grow, clients and agencies alike need to strike a balance between the latest media technologies and their responsibility to the client’s business.
Francie Gordon is SVP/Executive Media Director at A. Eicoff & Co., one of North America’s largest DRTV agencies.
Last Thursday, our own Eicoff Volunteer Corp hosted Soup Day!
Simmering Crock Pots were loaded with Iron Chef-worthy soups like Pea Soup with Bacon Foam, and a scrumdillyicious Chocolate Soup.
After the blind, taste test votes were counted, Alicia William’s Beef Vegetable Soup was declared the winner. And a special thanks to our homemade bread bakers (soup's favorite accessory) - Joy Woods, Mike Powell and Delia Marshall!
The lunchtime event raised over $1700 for the Ronald McDonald House, and donations of packaged and canned foods for the Greater Chicago Food Depository.
By: Mike Powell
"I'm going to..."
Who hasn't uttered these words, followed by, well...not doing whatever succeeded this well-intentioned phrase. Work out regularly. Eat healthy. Read more. And so on. Heck, the word itself, intent, drips with unfulfillment. Because let's face it, if you took action you wouldn't need to intend anything, you'd have Just Done it. So to speak.
So why then all the hoopla around a performance metric called purchase consideration? Consideration is even a step more vague than intent. It sounds to me like an I.O.U. from that dead-beat college friend; he fully intends to pay up, but everybody knows somehow he'll never get around to it.
The author acknowledges that purchase consideration is fleeting: "What this doesn't show you, because we're looking at this only two days after the Super Bowl, is how long that purchase consideration lasts." Which is to say the longer you go without acting, the less likely you are to ultimately act. If we accept that as true (and Mr. Marzilli is way smarter than me, so...) why shouldn't the goal be to motivate an actual purchase, or at least a tangible step towards a purchase, right then and there?
Indeed. Which brings us to the world of don't-wait-do-it-now direct response TV.
Purchase consideration amounts to bupkus here. In the world of DRTV, it's all about how much did it cost to secure a lead, a sale, an application. It's about how many did we move yesterday. This is where purchase consideration and intent turns into measurable results before you can say "and that's not all." (Truth is, nobody says "and that's not all" anymore. Well, almost nobody.
I'm not suggesting brand advertising isn't a productive endeavor. Far from it. Some of my best friends are brands. I'm just uncomfortable with the unpredictability. When you're accountable for business results, all the thoughtful consideration and good intentions don't amount to much. Consider this: I had every intention of getting this blog posted a week ago. So there you go.
Mike Powell is Executive Creative Director at A. Eicoff & Co., one of North America's largest DRTV agencies.
By: Delia Marshall
More brands are seeing the benefit of using more time to tell better stories. During the Golden Globes, Intuit Turbo Tax became the latest advertiser investing in a longer-length commercial to tell their story. The brand spot entitled The Year of You, features John C. Reilly as the voiceover.
By: Bill McCabe
P&G and Apple beautifully demonstrate what Al Eicoff was saying 60+ years ago. You need more than 30 seconds to tell an effective story. If these spots don't move you, nothing will. Well-done!
Apple iPhone Christmas 2013
P&G Thank You, Mom | Pick Them Back Up | Sochi 2014 Olympic Winter Games
By: Matt Cote
Advertising pundits tend to talk about television and online video as an either-or choice. In fact, it’s much more productive to discuss them from a “both” perspective.
Unfortunately, people often overreact when they see stories like a recent one that appeared in Forbes, headlined, “Brands Moving Budgets from TV to Online Video”. A closer reading reveals that this movement is much slower and less significant than the headline suggests. But the damage has been done. It seems like if you don’t cast your lot with digital, you’ll be hopelessly behind the times.
In fact, savvy advertisers recognize the rise of digital combined with television’s growing efficacy represents a tremendous opportunity. The ability to find the right balance between advertising on various screens—television, mobile, tablets, laptops--can create synergies. Cross-platform advertising is the next great wave—a wave that some early adopters are already surfing.
What are they doing exactly? Three things:
- Adopting a “video” campaign and budget mindset. This means incorporating TV, online, mobile and connected TV. While each screen requires a different approach, everything should roll up to a total video campaign that is planned to get the most out of the budget.
- Creating better measures. A traditional television spot is measured by Nielsen metrics. A digital ad’s success rests on impressions, click-through and other response metrics. What we really need to know is what happens when you switch $3 million from the television budget to online advertising. What happens to overall reach, frequency and response metrics? Nielsen’s relatively new XCR product provides that measure and invariably, other emerging products will as well. Forward-thinking advertisers are constantly monitoring the results generated through television and digital and using the latest analytics to find the right balance between the two.
- Knowing when to get interactive. For television, this may mean inserting an overlay that viewers can click on and bypass the more time-consuming response vehicles. In digital, there’s a wide variety of interactive options including ad-selectors, expandable units and overlays. This interactive tool can pay dividends, but it’s also something that should be used strategically rather than reflexively.
Cross-screen video advertising is in its infancy, so there’s still a steep hill to climb. To climb it with speed and strong results, though, every advertiser needs to test…and then test some more. Most initial studies show spending 5-10% of the “total video” budget in digital video will yield the strongest overall campaign. Those figures vary by client and objective but are a good starting point for most.
The more you test and measure various combinations of television and online video, the more likely you’ll discover the right cross-platform approach for your specific offer.
Matt Cote is VP of Video Innovation at A. Eicoff & Co., one of North America's largest DRTV agencies.
Kudos to our long-time client Quicken Loans!
Army First Lt. Anthony Ashford, who recently returned from overseas, was given the gift of a lifetime – keys to a new home.
When asked how he felt about it, Lt. Ashford was overwhelmed with joy. “I was surprised to get a home. A mortgage-free home. I really didn’t expect that. Something like this means everything to me and my family. I never expected anything like this in a million years.”
Quicken Loans continues to do well by doing good.
Advertising industry outlooks for 2014 are filled with buzzwords like programmatic buying (behavioral targeting, retargeting, etc), Facebook and social media, mobile advertising, digital video, and of course main-stay search marketing. Emarketer, one of the leading market research sources on digital media estimates these and other digital channels will reach $47.6 billion dollars for the US in 2014. That represents nearly 25% of all media spend for next year, $177.8 billion.
Receiving less attention is a different number: television advertising will reach $68.5 billion next year. Radio is expected to reach almost $16 billion. Combined, television and radio media spend in 2014 will be more than $36 billion or 75% higher than digital! TV and radio account for almost 50% of all US media spend. (Print and out of home accounting for the remaining 25%).
WPP’s Group M has a slightly more aggressive forecast with US TV media spend of $78.8 billion (out of total media spend of $161 billion). Industry forecasts show a 2.5% - 3% increase in television spend in 2014.
Emarketer’s forecast for 2017 (the latest year available) still shows TV spend exceeding digital by $14 billion and year over year growth for every year through the end of their forecast.
An interesting side note is the hottest growing trend in digital media: video! Emarketer estimates digital video spend to increase almost 40% to $5.7 billion in 2014. Within the growing field of digital media, the channel that is growing the most is in fact an offshoot of television.
While digital media is growing, television advertising continues to grow as well. And for the foreseeable future, media spend from television will far exceed the media spend from digital channels. That makes Television the biggest trend in advertising for 2014.
Jeffrey Fine is Director of Analytics at A. Eicoff & Co., one of North America’s largest DRTV agencies.
By: Margaret Firalio
Recently, there have been some questions floating around our Media Department:
“Can you get me tickets to the Hawks game?”
“Did I really do that at the Cable Days party?”
“What does the fox say?”
But there is one question in particular I’d like to address:
“What will the Media Buyer of the future look like?”
Now I don’t have a crystal ball or anything, but when you’ve been placing media for a company like Eicoff—a leader in DRTV for over fifty years—you get a good sense of how things are trending.
We all know Broadcast and Digital are converging. It’s a road we’re traveling on and it has all the wild twists and turns of a Miley Cyrus twerk—and just about the same staying power. Channels that are here today could be gone tomorrow, and new ones are popping up every day. It’s the job of the Media Buyer to stay on top of them all, so a Future Media Buyer will need to be quick.
It’s also a road being navigated by many different vehicles. Will content viewers be cruising along on their computer or their digital television? What about their tablet or smart phone? Tomorrow, people might be operating something we haven’t even heard about yet like solar video-pants. Therefore it goes without saying, a Future Media Buyer will need to be versatile.
And lastly, this road we’re now driving on is still paved and maintained by people—real people with real thoughts and feelings and real things to say over dinner or drinks. One of the most important roles of a Media Buyer is to have a relationship with vendors. I don’t see this changing anytime soon. So with that being said, a Future Media Buyer will benefit by having a winning personality.
Wait a minute. Quick, versatile, personable. That sounds a lot like… us!
When a new cable network gets on the air, Eicoff tests it immediately.
Historically, our Media Group was among the first to embrace 800#s, cable television and satellite.
And do we have personality? Care to see these Cable Days pics again?
Margaret Firalio is SVP/Associate Media Director at A. Eicoff & Co., one of North America’s largest DRTV agencies.
By: Bill McCabe
I recently came across an article that was expounding on the ever-changing media landscape, and how technology is turning the marketing world upside down.
While there may be some truth to that, I couldn’t help but smile to myself regarding one of the great Alvin Eicoff stories I witnessed over the years.
I was fortunate to spend a great deal of time with Al in my early years in the business. Those that knew Al understood that he was a man well ahead of his time. And like many great pioneers, people knew that Al could be a bit eccentric and, sometimes, forgetful.
Several years ago I accompanied Al to a speech he was giving on the future of advertising. It was a panel discussion and Al was one of three speakers. All of the speakers did a great job, and now it was time to open it up to the crowd for questions.
Many great questions were being asked, but I could tell Al was starting to lose interest. Finally, someone stood up and asked, “So, Mr. Eicoff, when do you think the technology revolution is going to change your business?”
I turned to notice that Alvin had not heard a word the gentleman had said, and, in fact, was engrossed in a doodle he was working on. After several awkward moments, Alvin looked up to notice people were waiting with bated breath to hear his answer -- to a question he didn’t hear.
“Tuesday,” he answered.
Al looked back down and went back to his drawing.
That moment, while hilarious, has always stayed with me for two reasons:
Marketing changes have always come as an evolution, not a revolution – it is not going to happen on a “Tuesday."
The rapidly changing technology is bringing fascinating opportunities for all involved – but we cannot become mesmerized by the shiny new object. The message is as important, if not more so, than how the message is delivered.
I can only imagine what Alvin would have done today with the tools now available. There’s no doubt he would have embraced it all. But I also know that he would have never taken his eye off the message – without it, the rest is meaningless.
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