For the past 49 years, the Super Bowl has been bringing folks together. What was once a game strictly about athletic expertise, is now an event that’s about much more than just playing pigskin. Super Bowl Sunday serves as a reason to party on a school night, eat a bunch of junk food, drink beer, watch an entertaining halftime performance (usually), and debate about which commercials stole the show. From start to finish, the Super Bowl is an electrifying event, except, of course, in 2013 when the lights went out for a whole 34 minutes.
No matter why you watch, this game generates online and offline conversation for weeks before and then days after. But that’s not the only thing it generates. How about revenue? Like, a ton of it and across a whole spectrum of industries. From food and beverage to retail, electronics, and media, this game generates some serious business. So the question then becomes, are you playing on the field or are you watching from the sidelines?
Use this infographic to understand exactly where and how much consumers are spending in relation to the Super Bowl. It will also help you evaluate how your current game day strategy measures up. Because let’s face it, when it comes to digital (and football), nobody likes a Monday morning quarterback.
If you like what you see, simply download the infographic to save and share.
It’s about time we gave this team a little recognition for what it's been doing!
The Corpus Christi Caller-Times has been steadily growing over the past few years and is poised to have a huge 2015. It is already out of the gate in Q1 with 70% YOY on the books. At this rate, it should be hitting its 2014 number by the end of Q2! The Corpus Christi Caller-Times has been keeping up with consumption trends. In fact, video has been a huge part of its success, with 675% growth from 2014 to 2015. Another area of focus for the team is programmatic, where the organization is already seeing great results for its clients!
Ben Blackwell, digital sales manager, is leading up the charge at the Caller-Times. He notes, “At the Caller-Times, we highly value our partner relationship with Centro. Its world-class partner services have helped elevate our digital marketing services to a higher level, while earning incremental revenue from our advertisers.”
Let’s keep an eye on this market as it works its way up to the top of the leaderboard!
Digital video consumption is transforming how media buyers and planners utilize video in overall marketing efforts. In this three-part series, Centro talks with Jim Nail, principal analyst at Forrester, about this change in the media industry landscape and how agencies and advertisers are meeting the challenges presented by this video evolution.
In part one, found here, and part two, found here, my conversation with Jim outlined the video landscape and explored ways in which advertisers can approach buying and planning in digital video channels.
In the third and final part of the video presentation, Jim and I present the challenges that lie ahead and propose different approaches in measurement. The discussion outlines:
- How viewability, brand safety and fraudulent traffic are affecting the perception of the market
- How premium content will emerge as the most desirable
- How TV and online video will merge in the coming years
- A case study showing how an agency was able to transition traditional TV spend to digital video
Digital video is a multi-device medium and it demands a multi-device strategy to achieve marketing goals. While there are many challenges to this, there are a variety of solutions and carefully wading through these to figure out what makes sense for the advertiser is the key.
We hope you learn a lot from this conversation series with Forrester. If you have any questions, reach out to Centro at [email protected].
You can also find part 3 on Vimeo!
Republished from the SiteScout blog.
Today advertising is more intelligent and less dense. The uptick of programmatic advertising has played a big part in that visibility. In considering programmatic, C-suites are faced with an important question right off the bat: outside programmatic campaigns to ad agencies or keep it in-house?
The programmatic model is all about efficiency — getting the right message to the right people at the right time while simultaneously reducing advertising costs. Given the ease with which companies can manage their own programmatic practice, it can prove difficult to justify paying a premium in order to have an agency do it for them.
That said, companies looking to bring programmatic in-house also require the right expertise, which might translate to additional staff. Whatever their choice, company C-suites need to remember that all advertising, including programmatic, needs a human touch.
Read More from MediaPost…
The Blame Game: Transparency In Programmatic
A recent report from Forrester and Index Exchange has put the spotlight on publishers’ attitudes towards transparency issues. They say they’re at a significant disadvantage compared to their counterparts on the demand side. According to the report, publishers feel that the demand side is moving quickly and isn’t waiting for the sell side to catch up.
It’s all led to a “vicious circle of suspicion and distrust,” the report notes, which isn’t serving the best interests of either side. Distrust in the programmatic space isn’t being limited to the interactions between these two either. It’s also beginning to permeate relationships between agencies and brands, a phenomenon that’s propelling the current “in-house trend.” A publisher is quoted in the study saying it’s incumbent on advertisers to “make the market more comfortable.”
Read More from Huffington Post …
Private Marketplaces: The Death Knell For Publishers?
Private marketplaces, while created with the best of intentions, are still in some ways a work in progress, says Evolve Media’s Brian Fitzgerald in a recent article for TechCrunch.
Open exchanges create a “bottom-line approach to evaluating and buying media,” he says, leaving little room for considerations such as ad environment or positive brand association. Private marketplaces were created to leverage the efficiency of programmatic buying in a closed environment wherein sellers proffer more premium ad placements and better creative frequency control. The problem, says Fitzgerald, is that these private marketplaces enable buyers to get a sneak peek at higher-quality inventory while publishers are left in the lurch with no guarantee of payment against that inventory.
Ultimately, what’s needed, argues Fitzgerald, is “a market that rewards publishers for creating great content, rich environments and market-leading solutions.”
Read More from TechCrunch…
The growth of digital video consumption is allowing advertisers to be more comfortable with transitioning some TV dollars to digital. In this three-part series, I talk with Jim Nail, principal analyst at Forrester, to explore how agencies can think about video more holistically and use digital video as an effective complement to TV advertising for clients.
Catch part one of the conversation here, where Jim and I review the video landscape.
In part two of the video presentation, we dive deeper into media planning and buying for digital video. The discussion outlines:
- Digital video’s advantages that can enhance traditional buys
- The blending of traditional and digital buying skills within organizations
- The differences between content- and audience-based buying
- The growth and potential for programmatic buying for video
As digital video marketing rapidly evolves, new strategies, tactics and techniques continue to develop, creating a greater demand for skills and expertise from all types of buyers and planners. A new type of buyer who can meld a mix of approaches will need to emerge to fully harness the power of digital video.
Stay tuned for part three next week as we examine the challenges in digital video and explore the different approaches to measurement.
You can also find part two here.
Wait a minute. Wait a minute, Doc. Are you telling me that you built a list of all the awesomeness of CES?
You better believe it! Last week, over 160,000 people descended upon Las Vegas to catch glimpses of Doc and Marty McFly’s influence on the amazing innovations at the Consumer Electronics Show. While there are no hoverboards yet, self-driving cars and 3D printers took center stage. And though we may not be traveling back to 1985 anytime soon, present and future technological prospects are burning bright!
So in the time it takes you to get up to 88 miles per hour, check out this awesome list of CES articles, blogs, and op-eds that you may have missed but should definitely read to stay up-to-date on all of the latest digital trends.
The 9 Best Ideas from CES 2015
The Consumer Electronics Show puts tens of thousands of new products in the limelight. With such an enormous amount, it can be tough to find those relevant to you. Fast Company compiled its list of nine that you should definitely keep on your radar.
Three Agency Takeaways from the CES Madness
Aki Spicer, director of digital strategy at TBWAChiatDay, provides his three agency takeaways from CES. We don’t want to spoil it for you, so be sure to check it out to get some good insight!
Data Becomes CES Rising Star for Advertisers
A large volume of newly released tech products focused on mobile, cars (sorry folks, no flux capacitors here), in-home technology (again, sorry about the delay on those food rehydrators) and wearables. As more devices become readily available, advertisers will turn to multiscreen and multichannel targeting opportunities to reach consumers across several devices.
CES 2015: Five Trends that Could Change Advertising
Another look at key trends for advertisers that came out of CES. With the Internet of Things on the horizon, the seamless connectivity of devices – watches, TVs, cars – was a heavy topic of discussion. Throw in a little virtual reality and things start to look even more appealing!
Forget the Distractions – What Marketers Really Need To Take From CES
We have to think beyond the smartwatches and gadgets and take a deeper look at how behaviors of consumers are changing. From this, it is essential to establish new best practices towards the opportunities that arise with these emerging technologies. The question then becomes, what should all of this mean for advertisers in the long term?
Healthcare and CES 2015
Much of the innovation at the 2015 CES straddled the boundary between fitness and health care. Activity trackers, heart rate monitors and the like took some of the spotlight at the show. With big strides made, fitness and healthcare technology was a dark horse category!
CES and the Future of the Mobile Wallet
The general idea of a mobile wallet, at least in the minds of many coming out of the mobile world, is that anything in the traditional wallet would be transferred to the phone, so you could leave your actual wallet at home. But several of the approaches at CES surely conflict one another. Check this article out to learn more.
On Finding the Hidden Beacon Network at CES
According to CES, beacons are fading in 2015. It’s clear: interest from advertisers has notably slowed. Just kidding. This year, CES took the popularity of beacons to the next level by featuring not one but two beacon programs for show visitors to interact with. To add to the intrigue, one of the programs was hidden and required visitors to do a little digging.
Apple Watch Faces Attack of the Clones at CES
The words “you snooze you lose” come to mind given the state of the exhibit floor at CES this year. Who will top the smartwatch category has yet to be seen. While Apple fans await the debut of the much-hyped Apple wearable, the Apple Watch, other manufacturers are offering substitute products for nearly a quarter of the price. Tech enthusiasts are largely balking at the potential for impact on the Apple Watch but the precision of these clones are noteworthy. Time will tell what kind of impact this has on Apple’s roll out.
New iHeartRadio Integrations Unveiled at CES
This year’s CES brought a number of new product and service integrations for the digital iHeartRadio platform, formerly known as Clear Channel Radio. These include partnerships with a number (nearly 1.21 gigawatts) of high-profile technology partners. Check out the article for more.
CES 2015: The Internet of Things Beckons Brands, But Data Barriers Are Real
If CES 2015 has a theme particularly relevant to marketers, it’s the way the Internet of Things (IoT) phenomena opens up new data channels. What’s even more significant is the way these devices and appliances might one day connect not just with each other, but with affiliate brands and their agencies.
CES: The Next New Gadget Is TV
CES highlights innovations in almost every facet of consumer electronics. From robotics and drones to wearable, "quantified self" technologies, no industry is left untouched. The show also shines a bright light on new advancements with television. Read on to learn more.
We couldn’t forget about a slew of great OTT advancements as well:
Netflix New Seal of Approval | Roku offers Netflix in 4K | $20 For the Cable Channels you Watch
Please, enjoy! And remember those boards won’t work on water, unless you've got power!
There’s no better way to say it: CES was absolutely amazing! From the ONE show to custom tours with Shelly Palmer to insightful and engaging presentations, our days together were an enormous success.
There were so many memorable moments from the event, it’s nearly impossible to recall them all. So as the New Year kicks into high gear, we wanted to ensure you have the very best of CES right at your fingertips; for reference and review.
In the following pages, you’ll find some popular highlights from the floor as well as access to each of the presentations we delivered during the event.
As we try to keep pace with technology and a breed of consumers that are more empowered than ever before, surrounding ourselves with the right partners is a key component to success. We feel very fortunate to have found this level of collaboration and commitment in clients, like you, and look forward to a very prosperous and very innovative year.
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As consumers continue to fragment their video viewership across screens, digital video is becoming an effective supplement to TV buying. Where TV has limitations when it comes to targeting, measurement and attribution, digital video has strengths. With the ability to measure digital GRPs and report comparable video metrics across digital devices, advertisers are growing more comfortable with transitioning some TV dollars to digital. Furthermore, with the emergence of programmatic buying techniques in digital video, media buying is poised for a transformation.
In this three-part video presentation, I talk with Jim Nail, principal analyst at Forrester, to explore how agencies can think about video more holistically and use digital video as an effective complement to TV advertising for clients.
In part one of the conversation, Jim and I review the video landscape. The discussion outlines:
- The latest spending forecast for digital marketing and, specifically, digital video
- The difference in video consumption between the older and younger set
- The value of premium long-form content, compared to other content types in video
- What role short-form video will play in advertising
The benefit with the rapid growth of digital video consumption is that it offers more opportunities to reach targeted niche audiences. The challenge will be finding a way to manage these marketing efforts amid massive audience fragmentation across devices and content sources. Check out the video to learn more.
Stay tuned for part two next week as we dive deeper into planning and buying for digital video.
Every day it seems the world is getting more social. As time on mobile devices rises, the time people spend logged into a social network also climbs. The average Facebook user is connecting to their feed via a mobile device for almost an hour every day. In fact, over a quarter of Millennials say they are logged in "almost constantly."
This increase in consumption has created a shift in where marketers are funneling their dollars. Reports estimate social spending will account for 20-30% of digital spend in the next couple of years. For advertisers rooted in traditional display, this can be a concerning stat. However, transitioning some budget to social makes a lot more sense once you understand how and why people are consuming on these platforms.
Not all social networks are created equal but they each have value for advertisers because users are flocking to them for specific reasons. Here's a breakdown of a few of the top players and why they are important to consider for any media buying plan.
Facebook: The Power of Data
Today, there are 157M active Facebook users in the US. So chances are, if you're reading this post, you have an active Facebook account. There's even a chance you checked that account right before reading this. As a result, social ad spend is following suit -- Facebook currently accounts for 71% of social ad spend by platform. There’s no denying Facebook leads the charge in this space. And just as the platform has evolved from a user perspective, so have the advertising opportunities. It's no longer the place you go to simply "buy likes." Using the right tools and partnerships, marketers are now able to ensure they are getting the right message, to the right user, at the right time. The ability target with such precision lies in data. As a platform, Facebook is focused on making sure consumers and brands alike are getting the most out of interactions. For many of us, it is our home base in the digital world. It houses our memories, connections and information. As Zuckerberg has stated, it’s our "personalized newspaper" and brands can leverage the massive amounts of data to have premium placement on that "newspaper" in a scalable and affordable way.
Instagram: The Power of Inspiration
Instagram is currently having its moment in the spotlight. With advertising opportunities opening up to a larger base, brands are eager to get into the feed. It’s important to understand that users are coming to Instagram for inspiration. They want to see highly creative and visual storytelling. Brands needs to be ready to deliver quality content that users expect from this platform. If not, they will find their campaigns falling flat. However, if they mimic the authentic content that has made the platform a staple for users, they will reap the rewards, particularly in brand lift, ad recall and affinity.
Twitter: The Power of Conversation
The best real-time marketing plays of the social age are almost always rooted in Twitter. Remember the Oreo Superbowl tweet or when DiGiorno Pizza live-tweeted NBC’s The Sound of Music? If a brand is looking to align themselves with current events or popular topics in a timely and relevant way, Twitter is the place to be. It's like being able to "sponsor" the conversation happening around a friend's Oscar Party. But instead of connecting with ten people crammed in front of a TV, you are able to reach millions of engaged users all at once!
Pinterest: The Power of Purchase Intent
Unlike the platforms mentioned above, Pinterest has something all marketers are looking for: purchase intent. Users are logging into to Pinterest in order to plan for future purchases, which is simply not the case for other platforms. It's an extremely effective tool for driving traffic to a website, second only to Facebook who has a much larger user base. However, that doesn't mean it's a place for all brands. The platform skews heavily towards females, something Pinterest is looking to evolve, and only certain verticals will feel like a natural fit, such as fashion, beauty, home goods, and travel.
Snapchat: The Power of Mobile
As the new kid on the block, Snapchat is doing what Facebook and Twitter did before – change the way an entire generation communicates. They already have quite a following - 60% of US 13-34 year old smartphone users are Snapchatters. With a growing audience and a mobile-first UX, this relatively new platform has users and publishers taking notice.
So there you have it – a quick snapshot of the current major platforms* in the social media sphere. But there is also a second layer of niche social networks that users access to satisfy their other needs; Goodreads for book lovers, Soundcloud for audiophiles, and Flixster for movie buffs just to name a few. So while it’s extremely important to tap into the power of Facebook, Instagram and the others mentioned above, marketers should have a pulse on the landscape as a whole. Most importantly, don’t approach social as a single tactic to a plan, but rather as a holistic approach to the digital landscape.
Your audience is out there and they are social. Are you?
*note – YouTube is a whole other conversation for another post. Keep your eyes peeled, as there is more to come on this popular platform.
