Media Buying

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    Frankenmetrics: Neuromarketing and the Really Cool End of Privacy

Frankenmetrics: Neuromarketing and the Really Cool End of Privacy

For all their intrusiveness, companies like Facebook really don’t want to hurt us. They want to sell us stuff. And for that reason, we tolerate the cognitive dissonance created by our love for technology and our desire for privacy.

So, it is with the mixed emotions all of us share about such matters that I say, “Facebook studied our neurological patterns and they found out some really cool stuff.”

Chief among the findings was for all our handwringing about dwindling screen sizes, it turns out people are more focused on their mobile screens than their television screens, not less. Equally important, it seems we trust that small screen more, as well. What that means for, say, politicians or the producers of YouTube cat videos is that the advent of mobile has not resulted in a qualitative loss in terms of the ability to communicate with video.

Facebook commissioned the neurological study (basically studying how your body responds to different stimuli) to answer the burning question on every marketer’s mind, namely, “If you keep making screens smaller, will we still be able to sell stuff?” Now, granted, when the government does these kinds of studies, it’s a lot creepier.   Corporations get that, which explains why companies like Facebook and Google hate to see their names linked to government data collection.

This study was done by SalesBrain, itself the brainchild of Christophe Morin and Patrick Renvoisé. Renvoisé’s bio humbly states that he “discovered the buy button inside the brain” which, just for the record, I’m not sure I buy. In any case, the study itself is fascinating in the way watching one’s own autopsy would be fascinating. The “them “of the study is us. And yes, we do act and […]

Why Facebook’s Future Doesn’t Matter

Facebook’s Q2 report makes one thing abundantly clear. No one can possibly predict what this company will look like, or what the Facebook user experience will feel like a year, let along 5 or 10 years from now.   Sure, advertising is up 31% in 2015, but the user experience continues to evolve in ways none of us could have predicted. Digging into the Q2 numbers leads one to the inescapable conclusion that, just as you cannot step into the same river twice, you cannot experience the same Facebook twice. Yeah, it’s changing that fast. So fast, in fact, that the challenge is not to predict what it will become, but to simply stay current with where it is at the moment.

Let’s take a look at the very recent past. Video finally went mainstream on Facebook in the first quarter, (and how that has changed advertising for the top 100 brands is an early indicator of how political advertising is going to change in 2016). Digging into those numbers shows that some companies adapted far more quickly and successfully than others. It also shows that Facebook got it mostly right.
Video is now a major content type, and Facebook users seem to have taken the self-starting videos in stride. The new format has complicated metrics on the back end (which Facebook addressed this morning by shaking up their video ad options). “Likes” are down and “shares” are up, which one would expect as the type of content shifts. People share pictures and videos more often, and that also holds true with ads. Major companies also learned lessons that will help everyone. Simply Measured conducted a study of the Interbrand 100 and recently shared the results. For […]

New Orleans Rocks AAPC (and vice versa)

For those of us in the world of politics and public affairs, there are some events and places that are “can’t miss”. The American Association of Political Consultants Pollie Awards in New Orleans turned out to be precisely that kind of event.
Nestled between Bourbon Street and the Mississippi River, the Omni Royal played host to the largest organization of political professionals in the world.  While television and direct mail continue to claim the lion’s share of many campaign budgets, the shift to digital was clearly on. 
We’ve experience that right here at home with our sister company Gateway Media.  In 2012, traditional radio and television advertising represented 80% of the ad spending, but in 2014 those roles were practically reversed.  Another change this year was a dramatic decrease in the number of Pollies awarded, with categories combined, and judging standards ramped tighter and tighter.
While it’s great to be recognized for any of one’s creative work, we were particularly proud of two Gold Pollies among our wins this year.  Taking home the Gold for Best Internet Campaign among all public affairs firms nationally showed how much the market, and our business, has changed over the last six years.   Another public affairs Gold for Best Facebook Ad reflected Gateway Media’s dominant role in voter-matched Facebook advertising.
One of our favorite ads of 2014 was “Slushie Girl,” produced for the California Drivers Alliance.  Featuring 9-year-old actress Vanessa Steib, this spot was viewed millions of times on Pandora and YouTube and was honored for Best Use of Humor in the Web Video category. 

And we would be remiss not to congratulate our many friends who were named to the first-ever “Forty Under Forty” Awards.  Great music, great food and a powerhouse lineup […]

iTunes Radio vs Pandora: Let the Battle Begin

Tuesday was Apple’s annual October launch event, which includes the introduction of the new iPad Air, retina iPad Mini, OS X Mavericks, updated Macbook Pros and a newly designed cylindrical Mac Pro. Although I was excited to hear about all the new and updated products coming from Apple, I was most interested in discovering how iTunes Radio had performed in its first month on the market.  Apple’s CEO, Tim Cook revealed that 20 million users have played 1 billion songs in iTunes Radio’s debut month.  This is quite an accomplishment, but still pales in comparison to Pandora’s 72 million monthly active users. (Pandora has recently surpassed 200 million overall users.) The question on everyone’s mind is whether iTunes Radio is a threat to Pandora’s market share.

iTunes’ entry into the predictive playlist market pits their 27 million songs under license to the hand-crafted 1 million song library of Pandora, whose “music genome project” involves one or more music technicians rating the song against a matrix of attributes, so that each song has its own genetic code, so to speak.  An individual song may have as many as 4-500 “genes”, which are used to categorize the song and weigh its similarity to other songs.  The results are then fed into a listener’s queue, with each song “liked” by the listener further improving the queue.

iTunes has the advantage of starting with their customers personal song libraries, which in my case would be several thousand.  While Pandora takes the boutique approach of weighing and analyzing each individual song, iTunes Genius appears to be largely driven by algorithms, and one suspects a similar algorithmic approach is at work here.  iTunes Genius (and presumably iTunes Radio) tracks volume and crowd […]

Tectonic Shifts in the Digital World

When Millenial Media’s (MM – $6.54) acquisition of privately-held JumpTap is completed, they will become the biggest company no one has ever heard of – just behind Google and just ahead of iTunes.  I’m talking about the business side of the business, which is all about serving ads to mobile devices.  Google remains the undisputed king, but the space Millenial Media occupies is huge, and about to get a lot bigger.
That’s because Millenial Media has been building an ad platform aimed at the world of mobile apps, a patchwork community consisting of literally hundreds of thousands of individual app developers. What makes Millenial so important is that they already have signed deals to serve ads to more than 45,000 of these apps. With the addition of JumpTap, they’ll add a whole new layer of cross-screen technology that will pull  tablets, smartphones, laptops and PCs into the same ad buying matrix.
Now, here’s where it gets interesting. 
Companies like Campaign Grid have great tools for cookie-targeting voters online (“cookies” are footprints we leave when we use browsers to visit sites), but despite their penetration through Facebook, LinkedIn and AT&T’s Mobile Network, for example, a huge majority of mobile device users (and that’s most people) are using apps on those devices, not browsers.  Cookie-tracking is great for targeting the web browsers.  For app users?  Not so much.
That explains the mad scramble among aggregators and cookie-trackers to constantly broaden the reach of their targeting.  Very smart move, but no one online ever arrives, the most you can say is that they’re headed in the right direction.  Take a look at a couple of the factoids that Millenial Media notes, in passing: 70% of the most active iPhone states lean […]

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    Ending the Turf War: Why Campaigns Need to Embrace Cross-Channel Integration.

Ending the Turf War: Why Campaigns Need to Embrace Cross-Channel Integration.

When the Obama campaign allocated tens of millions of dollars to online recruitment and advocacy, it took a very big risk.  That risk was not in committing such a large share of the campaign’s resources online, but rather in putting the online operation in a bubble, insulated from the traditional political strategists.  Obama won, so it would be easy to conclude that the bifurcated campaign worked, but the decision to create semi-independent silos of information and communication was, perhaps, the most dangerous decision of the campaign.
Why they chose to do it was obvious.  The 20-somethings in the digital shop would have been run over by the Old Guard strategists who talk about innovation and then spend the money on what they have used effectively in the past, the default spending categories of direct mail, radio and television. Obama may have won while breaking the old mold, but that doesn’t mean the “silo” approach to the turf wars over campaign spending should be a template for the future.  It shouldn’t.
The solution for political consultants, just starting out and at the most senior level, is to not only understand cross-channel integration, but to embrace it.  In retail marketing, that phrase refers to the concept that, no matter where a customer comes in contact with a brand, whether on a billboard, on television, in a magazine, an online store or a retail establishment, that customer must be spoken to with one “voice.”  There must be a continuity of message and experience.  It’s no less true for a campaign.  While we, of course, target different voter segments, there still needs to be an integrated approach to messaging, as well as messengers because every voter is getting information about […]