Archive for Jennifer Okula

Superbowl Ad Success: Survey Says…

Posted by Jennifer Okula on February 5th, 2013 at 2:45 pm

By now, you have read a number of articles, blog posts, tweets and more about the impact and success of the Superbowl ads this year. I'm adding to the mix some good old fashioned survey data. A quick survey/poll administered the day after the Superbowl by Dynamic Logic asked 352 US adults 18+ their favorability towards each of the ads.
What ads came out in the Top 10?

Ram Trucks
Budweiser Clydesdale
Taco Bell
Budweiser Black Crown
Bud Light

So how does this compare to the data out there?
According to a post from a fellow iMedia Connection blogger, some of the same brands "scored" in social media including Taco Bell, Budweiser, Ram and Audi. There were different brands that hit the top 10 mentioned on social media though including GoDaddy, Calvin Klein, and Fast and Furious (Universal). However, these brands all had low positive sentiment suggesting they were discussed but not liked.
When compared to the most viewed videos on YouTube, there were a few different brands that were most viewed online like Mercedes, Volkswagen, and Best Buy.
And what sites or apps did viewers use while watching the Superbowl? The Dynamic Logic poll showed the top 3 were Facebook, Twitter and Google+ which beat out other social sites/apps... Read more

Olympics Coverage on Social Media and New Media

Posted by Jennifer Okula on July 31st, 2012 at 5:33 pm

A lot has certainly changed in four years. According to stats compiled by iProspect, the number of Facebook accounts has grown 901% from 90 million in 2008 to 901 million today. The number of Twitter accounts has grown from under 1 million to 300 million. Wow!
In a blog post I wrote recently, I discussed the role of smartphones in this year's Olympics. Smartphones have grown 456% in the last four years.  When Safecount surveyed panelists (US internet users 18-44), 74% of smartphone owners say they actively participate in social media on their phones. 34% say they will follow Olympics coverage on Facebook and 17% will follow on Twitter. I find these numbers amazing since the last summer Olympics probably had far less activity on social platforms. I wonder if viewers will be following specific fan pages on Facebook, specific athletes pages, or just simply interacting with friends about the Olympics. Michael Phelps has close to 5.5 million likes. The US Olympic Team page itself has about half that at 2.2 million likes.
Regardless of how Olympic fans will be interacting with content on Facebook and Twitter, they will certainly be multi-tasking. While watching coverage on TV, 43% say they are also likely to... Read more

Smartphones to play an interesting role for Olympics coverage

Posted by Jennifer Okula on July 26th, 2012 at 12:02 pm

Leading up to this year's summer Olympics, a few different studies have been reporting on intended Olympics coverage by media or device type. Research from Deloitte reports that 15% of US internet users would watch the games on a mobile phone. A study by Velti reports that almost four in 10 people using their smartphones to follow the Olympics will also do so by connecting with others by calling them or via texting. Safecount has conducted some of it's own research among its panel of US internet users. Data reported in this post are among smartphone owners 18-44.
Not surprisingly, although smartphone owners 18-44 plan to follow the games on their mobile phones, 66% of them still plan to follow via live TV and 29% via Tivo/DVR/previously recorded TV. When this same group is asked what their primary source of coverage would be, these figures are 47% and 11% respectively. However, 13% will follow primarily via streaming computer/laptop coverage. And only 2% of these smartphone owners will follow streaming coverage primarily from their phones.
This data is in line with the thinking that fans will be watching from multiple devices. While smartphone owners are watching the Olympics on TV, 24% of... Read more

Ad Tagging: An Important Piece of the Digital Marketing Puzzle

Posted by Jennifer Okula on July 19th, 2012 at 1:53 pm

Recent research put together by Econsultancy, in association with Tealium, reported that 88% of marketers believe digital marketing complexity will only increase. Tags (snippets of code) are essential to digital marketing to help personalize, target, track, analyze, and report on data/performance. Tags are used in all areas of digital marketing from website analytics to display advertising tracking. Tag management systems (TMS) and container tag technology are often talked about as benefits to sites/publishers to help them deploy and manage tags on their websites. In the same report referred to earlier, 73% of TMS users say these systems help them reduce costs.
Ad tagging (tagging of banner, rich media, video ads) is equally as prevalent in the digital marketing world as site tagging. Many data collection and research groups rely on tagging ads in ad servers. As a colleague of mine discusses in a related blog post, just like with tag management systems, efficiencies have been built for this tagging process by companies like Safecount that track approximately 300 million impressions per day across thousands of creative. This Universal Tag integration with over a dozen ad servers enables tracking many assets with one tag. The efficiencies that this creates saves 15%... Read more

An emerging platform on an emerging platform

Posted by Jennifer Okula on June 19th, 2012 at 8:16 am

On a recent business trip in Detroit, a last minute meeting cancellation gave me the opportunity to visit the Henry Ford Museum. One of the exhibits I enjoyed was the "Driving America" exhibit which showcased the influence of the automobile on American culture. I was most impressed with these interactive touch-screen displays they had. These large touch-screen monitors offered images, video, and content beyond what was on display at the museum. They gave visitors the opportunity to create and save custom content that they could later access via computer or smartphone after leaving the museum.

Shown in the photo I snapped from my phone, you can see me interacting with the content by swiping, zooming, and moving things on the display. I was delighted to see that the museum brought this digital platform into the overall experience.  What was more amazing to me was the use of a QR code to access and save the content that I was looking at on my smartphone. Talk about an emerging platforms on top of emerging platforms! I did see other visitors, both young and old, playing around with the touch-screen displays. I think they were intuitive enough for anyone to navigate.  However, I definitely wonder how... Read more