Category Archives: Technology

Traditional Media: Remixed

Within our ever changing media world it is a challenge sometimes to keep up with the latest advertising platforms. It seems as if every week there is a new app, digital medium etc. to research, digest and see if it would best fit your client. This is an exciting time for buyers, slowly going are the days of traditional mediums across all buys. However, our traditional mediums are still relevant, successful and used in my day to day buying. With the amount of traditional buying that is still done we have to think of different ways to” beef up”, for example, a radio buy and really think about our audiences’ behaviors and how they are changing and consuming advertisements.

I recently read an article called, Why Marketers Need To Rethink Radio Audiences Now. The article really spoke more to the tasks I do daily for our clients. I still spend most of my time carefully creating TV, Radio and Print buys. However, we are constantly looking for ways to connect not only with our audience through a :60 radio spot but adding elements to “beef up” that spot and make it become more interactive since we live in a world where people are constantly moving and interacting.

In this article the author references how successful Dunkin’ Donuts was with a recent campaign that wanted to promote ticket giveaways for its “Caught Cold” concert series. They wanted to use radio and knew from research who, how and when they wanted to target them. However, it was not just: 60 radio spots but included a call to action from their DJ’s to utitlize DD’s website, play a game and enter to win tickets to one of the five concerts. Pre-roll promotional video, announcements via social media and call-to-action banner ads helped with the promotion. At the concert, there were many other assets that promoted the “Caught Cold” product.

With all of these elements that gave “legs” to their radio spot the campaign was an enormous success. The point is, in order to truly engage your radio audiences today we need to use those loyal listeners to then move between media — posting on Facebook, checking email, uploading photos to Instagram or Pinterest, and utilizing their cell phones. In conclusion clients that want to reach and engage their particular audience need to be all of these places.

Media Spotlight: Media Buyer/Planner, Jennifer Pupshis

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Editor’s note: “Media Spotlight” is an ongoing series where we interview the wide range of professionals that make up our growing office. From the traditional media planners to our digital buyers, you’ll gain insight into the many levels that make up Media Works Ltd. This week we interview Media Buyer/Planner, Jennifer Pupshis.

How long have you been working in media/ advertising?

I have been in the media/advertising business for almost 14 years now.  My first job in the business, after college, was at this amazing Media Buying boutique called Media Works 🙂

Can you describe a day in your life at Media Works?

A day in the life at Media Works is never the same – that’s for sure.  Even though we all have our own assigned client lists we tend to work in teams helping each other out when needed.  You ‘d be hard pressed to come into a quiet Media Works where the phones aren’t going crazy or there isn’t at least 3 meetings going on at once.  The constant activity and team atmosphere are only a couple of reasons some of us have been here for so long.

What are some of the challenges of your position?

The challenges of being a media buyer or planner in today’s society are that the media landscape is more fragmented and changing every day.  A media plan isn’t a mix of radio, TV, and print anymore.  Along with the traditional vehicles we always have to be on top of and consider mobile, social and as well as all other advertising opportunities.

What’s your all-time favorite ad campaign? What made it special?

My favorite executed ad campaign (that I’ve worked on) over the years is probably the Baltimore Area Jiffy Lube Local Owner campaign.  Not only were we able to make the Jiffy Lube owners local celebrities but we were also able to tie in each owners local charity with the CBS Radio Friends and Neighbors van.  The fact that we were able to provide the Jiffy Lube owners a way to give back more to their communities is what made this campaign so special.

What advice would you offer to someone looking to get into the advertising industry?

If someone is looking to break into the advertising industry the best piece of advice I can offer is to start at the bottom and work your way up.  A better buyer/planner knows how to do their own invoicing, pre-log times, posting, etc.  There really is no better way to learn the business then from the ground up!  Your future assistants will thank you 🙂

What’s something that no one knows about you?

This is a tough question because I am such an open book!  However, one thing that people might not know about me is that I wanted to be a journalist – the next Barbara Walters.  It only took one elective advertising course in college to change my mind!

New York, New York: Recap From The 4A’s Data Summit

The 4A’s hosted their first ever Data Summit in New York on Wednesday Oct 16th with a jam packed agenda corresponding to the growing trend in big data and how it is evolving the advertising industry.

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I was skeptical at first that the conference would dive so deep into the numbers that the strategy side of data would be lost.  To my surprise, I spent a wonderful day listening to numerous industry leaders, technology companies, and even a data scientist who impressed me with his knowledge on the wide world of data.  Here’s a brief look at my top 5 takeaways from the day:

  1.  Data and Privacy – there was a lively debate about privacy issues as it relates to data collecting and who is really being harmed in the process.  I think as long as we give the consumer a choice we can stay in front of strict regulations.  Clients want to build trust with their consumer, even more so today than ever, so if we are transparent with them we can make their ad experience better and more relevant.
  2. Programmatic Buying – the panel started out with a real time media trade and ended with a lively panel discussing this hot topic.  Data is allowing us to shift our thoughts from media buying to audience buying in a way we could never do before.  Real time trading allows machines to do the work faster than a human could and with a new resurgence of this concept higher quality placements and reach are at your fingertips.  I feel in an area where inventory can be limitless such as the web the trading desk can succeed but in an area where inventory is so limited such as TV and cable it will be hard to move to this model in the near future.
  3.  Facebook as a solutions provider – Facebook is committed to moving their advertising offerings to the next step and provide clients with real ROI on their business outcomes.  They are focused on providing advertising solutions for the mobile space since people are checking their phone on average 100 x a day.  It will be interesting to watch this next progression with Facebook since up until now it has been more focused on engagement metrics.
  4. Creativity comes from everywhere – media, data, creative, and technologist all need to come together to find solutions for clients to reach their audience.  We need to look to transform our own business to break down any silos that prohibit creative thinking.  The customer has to be in the center and we need to follow them on how they interact with a brand and what technology they use to do that.  We need to consider how a consumer connects with their multiple screens and devise a creative strategy for the context of that device.
  5. Future trends to keep an eye on – a representative from Goldman Sachs presented an enlightening snapshot at how Wall Street values big data.  They believe ad dollars will continue to shift online and that programmatic buying will continue to grow.  They predict a time when their will be frictionless buying across traditional and digital platforms.  (Can we say hallelujah!)  They believe the visualization of the web will continue as well as growth with companies leveraging first party data (Facebook, Amazon, LinkedIn).

In the end the trip was a HUGE success and we learned so much. Thanks to the 4A’s for putting this conference together. We can’t wait to come back up next year.

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Brands Use Snapchat as an Innovative Marketing Tool

It seems Snapchat is no longer for funny selfies sent between friends.  Snapchat, the popular photo and video sharing app for mobile, has become a phenomenon among teenagers and adults alike. Why all the hype?  It is faster than sending multi-media messages via text and you can choose how many friends you send it to and for how long. The best part of the app? After the time is up, the picture disappears, unless the receiver screenshots it, in which Snapchat will notify you.

So with over 350 million snaps sent every day between users, it was only a short amount of time before brands jumped on the bandwagon. I first heard of brands using Snapchat in a Vocus blog post discussing a frozen yogurt chain 16 Handles, a clothing e-tailer Karmaloop, and Taco Bell all taking part in using Snapchat for marketing purposes. With a majority of brands using Twitter and Facebook to reach consumers, Snapchat may be the way for brands to stand out in the crowded market place.

Another brand using Snapchat, which I discovered on my own Instagram timeline, is the makeup brand NARS. The brand posted an image with the caption “Follow @NARSissist on Snapchat to peep the upcoming NARS Guy Bourdin collection at 12PM EST today!” Over 1,500 Instagram users liked the photo, and went to Snapchat to add the brand. The brand showed a 3-second video of the new collection, generating buzz on other social media sites. There has been no further Snapchats from the brand, but with such success, I’m sure users will be getting another Snap soon.

For brands looking to use Snapchat as a marketing tool, sending out coupons, introducing new products and posting images to generate buzz are all smart tactics. You’ve only got up to 10 seconds to make an impression, so use it wisely.

With brands showing interest in the photo and video sharing app, will Snapchat begin selling advertisements? Or will brands want to stick to the more personal use of Snapchat? With the announcement that Instagram will begin ads, who knows what is next for Snapchat.

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Sources: http://www.vocus.com/blog/snapchat-marketing/ http://www.cnn.com/2013/09/09/tech/mobile/snapchat-techcrunch-disrupt/index.html http://www.convinceandconvert.com/social-image-of-the-week/nars-uses-snapchat-to-release-preview-of-new-collection/

Cutting the Cord – The Next Big Thing!! (or the End of TV as We Know It)

Do you have a contentious relationship with your cable company?  Has your cable bill doubled in the past ten years?  Are you finding yourself or your family members watching TV over the internet more frequently?

If you answered yes to any of the above questions, you might be ready to “Cut the Cord!!”  This is a fairly recent phenomenon and signals the biggest change in how media is consumed since the internet began killing the print version of newspaper a decade ago.

Consumers now have alternatives to dealing with their dreaded cable providers – these include Netflix, Hulu and Amazon Prime.  Nearly 1 million households have “cut their cords” during the last 12 months – and while this represents a fraction of the estimated 100 million cable households in the United States, this is no longer being viewed as an “urban myth” but rather a growing trend.  It is estimated that by 2016 nine million households will eliminate their cable subscriptions entirely.  The number one reason given by consumers for cutting their cord (83%) is that the subscription has gotten too expensive.

Think about the generation that has realized they no longer need a land line and opted to use their mobile devices as their only phone. These are the people who will most likely opt out of the cable universe.  According to Forrester Research 32 million consumers are already getting video over their televisions using Internet devices such as Xbox, Blu-ray players and smart TV’s.

All of this change creates new opportunities for content creators of which there is no shortage of!! The real winners may end up being the technology companies like Google, Apple, Microsoft and Amazon as they have the ability to operate across the divide of selling content as well as designing the devices on which the content is viewed.

I believe the other winner in this game may ultimately be the consumer who will have more choices and by virtue of the marketplace may will pay less for these choices!!  Cord cut away!!

Top 5 Brands Effectively Using Vine

Twitter’s popular Vine app announced this week that it will now be available on Android operating systems. This newly poplar 6-second looping video application began back in January on Apple iOS and I can attest based on my own experience with a 12-year old son that it’s the hottest new form of social media today. Consumers looking to target teens (and parents of teens) should keep their eye on The Vine.

Similar to Instagram, this app allows users to create a series of short video clips with their friends. As more and more adults become social media gurus, the teen generation has migrated away from the traditional Facebook, Twitter and YouTube’s of the world and find them no longer “cool”. According to a new study  called The Pew Internet and American Life‘s new study, “Teens, Social Media, and Privacy,”  teens “have waning enthusiasm for Facebook, disliking the increasing adult presence, people sharing excessively, and stressful ‘drama,’.

Like Twitter celebrities are catching on with The Vine and you can follow top celebrity videos on The Vine from Snoop Dog, Soulja Boy, Pretty Little Liars star Lucy Hale, and even Jimmy Fallon and Tyra Banks!

Some brands adopted The Vine early on; Wheat Thins, GE and candy brand Red Vines have all run Promoted Tweets with Vine videos. Also reported in Mobile Marketer,  Dunkin’ Donuts, recently launched a contest on the Vine requesting fans to take a post a video of how their iced coffee puts “a spring in their step.” The advent of the 6-second video is making :60 second, :30 second and even :15 second commercials units of the dark ages.

Here’s a great infographic that explains Vine put together by Media Bistro. Click on the image below to read in detail:

Vine pic

Creative Uses of the 6-Second Video on The Vine by Top Brands:

1) Doritos – Frito-Lay brand used the official Mariachi Doritos band they performed a mystery tune to get brand fans to play along.

https://vine.co/v/bDVpIUFww9r

2) Taco Bell – promoted their new Cool Ranch Dorito Taco.

https://vine.co/v/bvlaYggdIiU

3) Lowe’s – used the video to show how to fix a striped screw with a rubber band (wow I just learned something really cool!)

https://vine.co/v/bU61aqq2YOp

4) Bacardi – offered a 6-second drink recipe

https://vine.co/v/bnqj5qmnIwQ

5) Urban Outfitters teamed with Converse to get Chuck-lovers to submit 6-second video diaries of their adventures with these popular shoes. The best #yourchucks entries won prizes such as free sneakers or a trip to San Francisco.

https://vine.co/v/btYdHIwl6Q6

In May The Vine was No. 1 on the Apple App Store with over 13 million users.  The question remains of its longevity, however considering the appeal to the teen generation its popularity is likely to be short lived as trends wear quickly. Only time will tell and as a media specialist this is why our jobs are so much more difficult today. The consumer media vehicles are so diverse and constantly changing. By the time I figure this out I’m sure there will be something new.

Shazam: Taking QR Codes to the Next Level

Shazam has been a popular app for smartphone users for several years now, but recently I have noticed the Shazam icon pop up in several television commercials. When the Shazam logo appears in the corner of the screen, viewers can use their smartphone to be redirected to the advertiser’s site for more information. This is very similar to the way advertisers have been able to take advantage of QR code technology. Since we live in a multi-screen world, this seems like a very convenient way to deliver more advertising content to potential consumers, but I have often wondered, are these means successful or does every advertiser have one just because every other advertiser does?

From the perspective of someone working in the advertising field, this seems like a simple and inexpensive way to deliver more content to potential consumers. But off the clock, I have never seen an advertisement and felt the need to pull out my smart phone, open Shazam/QR Reader, scan the audio/code and view more content. I am more of an “I’ll Google that when I get home” kind of guy. So does this sort of coding produce higher volumes of traffic?

Research from the 4A’s suggests that 1 in 3 smartphone or tablet users have scanned a QR code at least once and a study done by comScore Inc shows that QR codes perform best in newspapers and magazines. I have often wondered if people simply scan these codes because they are simply marveled by the technology or if they genuinely interested in engaging with the brand. A case study I was able to find on Shazam’s website gave the following statistics:

  • Brand interaction – 68% of people who tagged the ad went on to further engage with the brand.
  • Word of Mouth / Social Activity – 55% of people who tagged the ad talked about the brand with others.
  • Bookmarking for later use – 55% of the people who used Shazam to tag the ad cited that one of the reasons they did so was to save it for later.

So it looks like coded messaging has proven to be a successful means of generating more branding opportunities. I feel that the key to a successful coding campaign would be to get the ad in front of the right people. If advertisers are getting their coded message in front of the right people, there would be a higher chance that they would choose to participate.