'Opinions' Category

Social Media Campaign Analysis: Coca-cola's #shareacoke

Posted by Doug Schumacher on October 1st, 2014 at 12:04 pm

Soft drinks are by nature a rather social product. Who doesn’t open a soda and offer to share it with a friend? That’s the central theme of one of the more prominent campaigns this year from Coca-cola. “#shareacoke”
This report analyzes the complete posting activity and impact generated in the campaign across Facebook, Twitter and Instagram. It looks at which networks are generating the best opportunity, how this campaign used each network to make an impact, and community participation in the campaign.
Data Highlights

Facebook is the leading network for fans: Has over 90% of total community in this industry.

Facebook still drives majority of total engagements, although Instagram has a high engagement rate across this industry.

#shareacoke theme was 50% of the brand’s posting effort through reporting period.

#shareacoke generated 75% of the brand’s engagement during the same period.

#shareacoke was one of the biggest social media campaigns from any soft drink brand this summer

How data is transforming the way agencies work with clients

Posted by Jennifer Marlo on October 1st, 2014 at 11:51 am

In 1966 Englishman Colin McDonald carried out a pilot study that became a game-changer for the advertising industry; McDonald asked 255 women to keep diaries on the media they consumed and the purchases they made.
After much debate between marketers and analysts, a trend was discovered. The first exposure to an ad has no effect upon purchase behavior.  After the second exposure, a purchase is more likely to occur. However, once the consumer is exposed to an ad more than three times, they are less likely to purchase due to "ad fatigue." Thus, over the span of decades, advertisers have spent billions of dollars on advertising based upon the “rule of three.”
This concept revolutionized the advertising industry in its day, but does it still apply now that we’re in the era of big data?
"We're swimming in sea of data and the potential to transform that data is massive," said Baba Shetty, Chief Strategy and Media Officer of Digitas during the "Making data actionable in the age of programmatic" session at Ad Week.
However, in order to transform that data, marketers must stop looking at empirical generalizations and start honing in on the specific. Agency marketers must analyze the rigorous, researched truth about... Read more

How Scene-Level Metadata Will Change Multiscreen Advertising

Posted by Nikos Iatropoulos on October 1st, 2014 at 7:00 am

Next time you sit down to watch your favorite guilty pleasure television program, perhaps "The Real Housewives of Beverly Hills," while simultaneously browsing through social media updates on your smartphone, don’t be surprised if you see ads on your phone that reflect what you are watching on TV.  Thanks to new technologies, advertisers are now able to target audiences across multiple screens based on what is happening on their primary TV screen.  Such contextual ads are not new—websites have been serving them for years.  But, for the first time, advertisers can bridge the gap between the TV content, which establishes the context, and the mobile device, which serves the ad. What has been missing until now is the ability to tap into scene-level TV metadata regarding the program being watched.
Metadata is defined as data about data, but in the context of TV, we can think of it as data about the video content being watched.  At its highest level, TV metadata may include the name of a show and the main actors (if it is a movie) or the judges (if it is a reality TV competition).  This information, while useful, is not granular enough to enable real-time targeting of... Read more

How to prepare for the year of programmatic TV

Posted by Jennifer Marlo on September 30th, 2014 at 7:35 am

Forget the “year of mobile.”  For TV advertisers, 2015 is the year of programmatic.
According to a survey recently conducted by Adap.tv, of 350 respondents, 60 percent intend to use programmatic tactics or technology for buying television in 2015. To give context, just two years ago, that same poll yielded zero affirmative responses. Programmatic is taking hold fast in both the digital and TV advertising worlds.
For TV advertisers, the definition of programmatic has two meanings: data driven decision making and workflow automation.
“The data-driven decision making component of it is algorithms and machine learning -- they’re helping with the data ‘decisioning’ behind  planning, targeting, optimization, measurement, and attribution,” said Dan Ackerman, SVP, Programmatic TV, Adap.tv, during the “Programmatic TV, Advertising's Next Great Frontier” panel at Advertising Week.
“On the workflow automation it’s really all about the tedious difficult stuff that creates all of those inefficiencies -- getting orders, getting spot times...” Ackerman said. In other words, for the modern agency to be truly adept, it must not only systematize its decision-making process in an intelligent and omni-observant way, but it must also structure internally for this change. This means training the workforce.
According to Doug Ray, Global President, Carat, this need for training is... Read more

Car and Truck Makers Need to Emphasize Their Vehicles Are Digitally Safe

Posted by Neal Leavitt on September 29th, 2014 at 3:09 pm

Watch any NFL game on Sunday, Monday, Thursday, and you’ll see a bevy of commercials espousing that a given car or truck model is sleek, rough, tough, cool, fuel efficient, family-friendly, sporty, ad nauseum. Adjectives like these are music to a car/truck marketer’s ears.
What you don’t see or hear very often is that hackers continue to pose a threat to all sorts of vehicle models – and even smart charging stations for electronic vehicles (EV) may be vulnerable to hacking. Granted, there haven’t been any major security breakdowns and security professionals say that auto manufacturers are making inroads in improving software security. In fact, Andrew Brown, chief technologist for Delphi Automotive said recently that “quite honestly, the vehicles, systems and components today are quite robust and resistant to cyber-security threats. But that doesn’t mean it’s 100%.”
Added Ed Adams, a security expert:
“There’s an awful lot of code throughout the entire supply chain, not just with the auto manufacturers, but with the infotainment systems and applications like Sirius and Harmon. The fact of life is that software is flawed.”
Cheryl Dancey Balough and Richard C. Balough, co-founders of Chicago-based Balough Law Offices, LLC, said today’s cars have dozens of electrical control... Read more