Archive for Matt Rosenberg

Everyone Wants A Piece Of Your Lock Screen, But They Shouldn’t Get It

Posted by Matt Rosenberg on October 16th, 2014 at 7:07 am

Wherever consumers are, an ad is close behind. Big Data is now critical for marketers to better understand their audience and deliver more relevant ads to the right people. However, even the most on-target message can go awry if the delivery is botched. Two-thirds of consumers in the US and UK already say they see too many ads. And now ad tech companies want to give marketers access to smartphone lock screens? Sounds problematic.
The fact that something can be used as ad space doesn’t mean it should be, from this guy’s head to manhole covers and more. The problem in advertising isn’t that we don’t have enough inventory. But expansion into lock screen territory is already underway.
Mobile Marketers Are Locking Horns Over Your Lock Screen
We’ve already seen push notification apps like Yo pick up traction with more than 50,000 active users communicating via lock screen alerts. Yo earned laughs for its simplicity, but the company made a name for itself and established a dominant position on the lock screen. Although Yo didn’t invent the idea of putting a brand on the lock screen, interest has ramped up like crazy in the time since.
This coveted mobile real estate is prime for direct communication to... Read more

Who Really Won The Super Bowl?

Posted by Matt Rosenberg on February 5th, 2013 at 7:43 am

To read the marketing industry press around the Super Bowl, you’d think the game was a sideshow, a delivery system for the real show: the ads.  Much has already been written by pundits and pollsters on which ads were the “best.”  The idea of arts-like criticism of ads is pretty hilarious.  An uncreative ad that sells the more product than the most creative is a very worthy version of “best.”
Because the ads for events like the Super Bowl are a part of the show – and a major part for many people – we at Taykey turned our powerful monitoring technology on all of the ads that ran between kickoff and the final whistle.  We pulled in data from over 50,000 sources, from the big boys like Facebook and Twitter to blogs to comment sections on sports and news sites, to see which ads received the most conversation and achieved the highest positive response.
Here are the Top 10:

Though we honored the ads that inspired the most conversation in our graphic, we gathered data on every commercial that ran.
Nine ads achieved our top sentiment score, meaning the language used in tweets and status updates and other posts around the brand during... Read more

Movie Marketing Insight: Star Trek Into Darkness

Posted by Matt Rosenberg on January 15th, 2013 at 7:15 am

Movie studios have a huge advantage over most brands in that their marketing materials are sought after by the audience and consumed as content rather than as commercial.  One anecdotal example you my identify with: though my wife and I are committed time-shifters and we make a sport of skipping commercials, we always stop the fast forwarding when a movie spot comes on.  That situation doesn’t make the marketing job simple, and there are plenty of occasions where the audience shrugs at or shuns the movie despite their openness to materials.  I thought it might be interesting to take a look over the next few months at how one studio markets one picture.
Last month, Paramount began their marketing of the next Star Trek movie, the second from director J.J. Abrams.  Star Trek presents opportunities and challenges.  The franchise is over 40 years old.  Though Abrams’s first go with the Enterprise was a reboot of the franchise, the characters hadn’t been current for audiences for a long time.  And despite the existence of a reasonably large group of alpha fans, those fans, Trekkies or Trekkers depending on your age, are perceived by the general public as nerds (at best).
At the marketing... Read more

Don’t Keep Social Media Score By Volume Alone

Posted by Matt Rosenberg on October 18th, 2012 at 11:38 am

We are so awash in data that we seek simple ways to find meaning in it all.  But simplicity is not a virtue if it undermines your ability to derive a realistic understanding of your subject.  To illustrate, let’s look at the way social media has been reported on during the presidential election.
During the primaries earlier this year, it became apparent that the media was going to tell the social story quantitatively.  Hence, candidates were judged on their numbers of Twitter followers, Facebook likes, and Klout scores.  More recently, coverage of the two conventions attempted to quantify enthusiasm through the lens of the number of tweets generated during each three-day infomercial, which drew a rebuke from Stephen Colbert: “These numbers are out there and it’s the media’s duty to report them without the liberal filter of meaning something.”
At Taykey, we have the technology to look not only at the volume of conversation – tweets, status updates, blog posts and more – but to analyze the sentiment associated with each.  We can understand a little better how to interpret unstructured online conversations.  Consider the following graph:

This shows the volume of conversation during Tuesday night’s debate from 9pm to 11pm.  During the... Read more

Wielding Influence: 5 Problems and 6 Solutions

Posted by Matt Rosenberg on July 9th, 2012 at 4:32 am

Like “engagement,” the word “influence” in marketing means so many things that it’s at risk of meaning nothing.  It can be about endorsement, or content sharing, it can be interchangeable with “viral strategy,” it can mean growing a fan base as part of a CRM strategy… and it is almost always challenging to scale.  We have to get past the jargon and develop a realistic understanding of the social mechanisms marketers can legitimately use and expect to show results.
Endorsement has been with us for many years.  We wanted to be cool like Humphrey Bogart, so Resistol paid him to appear in their ad for his signature fedora.  Britney Spears dancing about soda, Jennifer Lopez implausibly driving a Fiat, and so many more.  Celebrities are totems that represent some specific qualities that people may aspire to.  They are also expensive. So when the mechanisms developed to connect measurably with our peers, advertisers lifted the endorsement model and got busy looking for the opinion-shapers among us.
But there are a number of problems with the way “influence” has been leveraged for marketing. A key driver of this type of program is cost: it’s cheap. But anything cheap means that you pay the price elsewhere. To wit:

Authentic... Read more