December 6, 2011No Comments

Interactive spending to outpace Olympic, election growth

ZenithOptimedia predicts that Internet ad spending will increase of 16% through 2014, adding that it will constitute more than half of the industry's growth for the first time. GroupM's Adam Smith said digital should represent 22% of spending in "Western economies" in 2012, adding that just-maturing markets are catching up fast. The "quadrennial effect" of the U.S. elections, the Olympics and other events in 2012 is expected to boost global advertising spending 4.7%.

[Source: MediaPost Communications/MediaDailyNews (12/5), The New York Times (tiered subscription model)]

 

Interactive spending to outpace Olympic, election growth via @jpenabickley

October 28, 20111 Comment

Poor Media Placement – Context Matters

Sometimes I ponder why clients allow media agencies to serve their impressions in such a random method. Check out the irony in this placement.  

WhoIsYourMediaCompany?

When I clicked through I was taken to a site that was for an audience that would be considered the 1% - where I was invited to begin building my wealth.  

There is a better way.  Using seach and social you can target people where they are having wealth building conversations.  

Poor Media Placement – Context Matters via @jpenabickley

September 18, 20111 Comment

Social Data Guided Media Plans

With every passing day, the benefit of social listening and data becomes more engrained in how we determine where we reach and market to people.

If you use social listening to identify marketing insights and innovations, you know the power of the outputs.  More than conversations, the data provides us knowledge of where those conversations are taking place.  We can also determine the volume of conversations as well as the influence of the people having those conversations at a particular URL.  That data combined with public traffic records now gives media planners the ability to pinpoint where their customers are engaged with content. 

The power of this data and knowledge can guide higher performing media plans.

Surprisingly, most media planners and buyers use antiquated methods to plan and purchase media.  Today, media buying companies rely on publishers to supply them with traffic stats and standard demographic data.  These are typically combined with third party reporting tools from firms like ComScore. 

Given the power of data @substancenyc is extrapolating out of our social listening exercises we decided to test a new way of building media plans.  Instead of using traditional methods of media planning we used our social listening tools to identify high volume conversations & influencer data to create a media plan that allowed our branded content to reach our target.

First we used social data to identify the right kind of customer.  Then we created a keyword list for our social listening tools to listen for. After that, we created an algorithm to extrapolate relevant conversations.  Once we identified the relevant conversations, we wrapped a volume metric around the URLs & places those conversations were talking place.  Once that was achieved we used a tools to identify the number of social influencers having the conversations.  Using the outputs of these simple exercises we created transmedia plan that effectively told our brand story.

Social Media

 

How did we know this was going to outperform a traditional plan?

We tested it. We tested a traditionally built plan against a social data guided plan. The result, the social data plan out performed the traditional plan by 19%.  The social data plan had more reach and conversion than the traditional plan. 

This test has transformed the way we are going to market for our clients.

What are you doing today that could change the way we do business tomorrow?  Let us know @substancenyc.

 

Social Data Guided Media Plans via @jpenabickley

March 10, 2008No Comments

ON: Telling A Good Brand Story

At the core of every successful brand is an amazing, Word of Mouth-worthy story that your biggest fans will be happy to tell. Your brand's story -- once you uncover it and start crafting ways to make sure your customers and potential customers know about it -- can go a long way to increasing word of mouth chatter about your brand.  No matter the medium you need a story! 

Without a story - your brand looses context.  Call it cavalier, but my first question to Fortune 500 CMOs and entrepreneurs alike is, “What’s your story?”  What strikes me is not how hard it is for nearly everyone to answer the question in the
first place.

Great Brands Have A Story
Brands are the stories that unite us all in a common purpose within an
enterprise, and connect us with the people we serve on the outside.
These brand stories give meaning to who we are and what we do. They’re
a special kind of story—they’re strategic; they build on themselves
chapter by chapter, over time; they grow as they respond to changing
customers and changing markets.

Everybody likes a good story and why not? Stories are entertaining,
instructive, engaging and above all human; they connect people to
people, and businesses to customers. Story-telling is about communication
and communication is the essence of marketing.  If we are in the conversation economy then a good brand story should be the cake we serve up to our consumers.

Check out this article in How Do -
What’s the (brand) story?

We have at our disposal the greatest communication tool the world has
ever known, the Internet, and the vast majority of marketers are wasting it. Websites are used as if
they were corporate brochures. The techno-experts would even have us
remove its visual and kinetic elements, and turn it into an academic-style
journal to please the SEO gurus. We've been there and done that.
Search engine optimization is great and needed (and if you are a real flash developer you know that you can make your multimedia site search-able), but who is going to go to your
website if it's there is not a compelling story (engagement), and it is tedious to operate. It's time to move on.

Give consumers a story that is worth repeating.  Content is not king if it does not tell a cohesive brand story.

ON: Telling A Good Brand Story via @jpenabickley

August 14, 2007No Comments

ON: Emerging Media + Media Long Tail = Buying Confusion

As advertisers move more of their budgets to emerging media, they need to ensure that they don’t end up putting the brand on the back seat.  Emerging or new media is now referred to as being at the end of a Media Long Tail. This concept describes how niche media, such as the uber choices of online and mobile content and communities, when combined, have more impact than mass media like TV.

In the last few weeks I have heard the following questions:

  1. What mix of activities will work best for my brand?
  2. How much do I invest in what emerging media? 

I start by saying the following things:

  1. Lets look at your budget and combine that with meeting your brand objectives.
  2. Web is not New Media. It is now more affective with the ever-consuming audience who lives it.
  3. Invest in TV for what it does best...Drive mass awareness. (unless you are on to infrequently) If you have a small budget you need to use TV for high impact awareness and drive to an experience that people will remember and talk about.
  4. Invest in Web for what it does best, which is mass awareness + brand participation which = affinity (people choose you because they love what you have given them)

When we are creating ideas (big and small) we should be looking for ways that media can amplify our core message and then how do we use that media so that consumers interact with our brands in a relevant way. In order to get there you need the following:

  1. The brand idea must always come first.
    The role of media is to advance the brand agenda. This means the contributions from individual media must flow together with complete clarity, so that at the moment of purchase decision, people have strong brand memories to call upon, clear associations and a sense of brand leadership. Think not what you should do with video, but what videos should do for you!
  2. Be media neutral and embrace a cross-media world.
    We have got away with working in silos in terms of audience and effectiveness measurement for far too long. Advertisers need a common currency to understand the effect of the various media, used individually or in combination. And creative ideas must now be developed to serve as the platform for multi-channel communications: from TV to in-store, outdoor to search keywords.
  3. Don’t forget scale.
    Reach is important.  The reach of TV, newspapers and outdoor are still at the center of advertising campaigns. The drive for engagement and the lure of the shiny object (SOS = Shiny Object Syndrome) have distracted advertisers from the necessity of delivering effective communications to a wide audience. Adopting a 'scalable engagement' approach requires mixing 'top down' interruptive advertising with 'bottom up' communications that start from an engagement and brand interaction or participation to deliver an integrated consumer engagement plan.

Looking at the big picture is important.  It will help you create a consumer experience that uses each of the media channels to their strengths and when not working in silos will allow us to create fluid conversation for the people we hope to convert at in store and online.

ON: Emerging Media + Media Long Tail = Buying Confusion via @jpenabickley

August 14, 2007No Comments

ON: Emerging Media + Media Long Tail = Buying Confusion

As advertisers move more of their budgets to emerging media, they need to ensure that they don’t end up putting the brand on the back seat.  Emerging or new media is now referred to as being at the end of a Media Long Tail. This concept describes how niche media, such as the uber choices of online and mobile content and communities, when combined, have more impact than mass media like TV.

In the last few weeks I have heard the following questions:

  1. What mix of activities will work best for my brand?
  2. How much do I invest in what emerging media? 

I start by saying the following things:

  1. Lets look at your budget and combine that with meeting your brand objectives.
  2. Web is not New Media. It is now more affective with the ever-consuming audience who lives it.
  3. Invest in TV for what it does best...Drive mass awareness. (unless you are on to infrequently) If you have a small budget you need to use TV for high impact awareness and drive to an experience that people will remember and talk about.
  4. Invest in Web for what it does best, which is mass awareness + brand participation which = affinity (people choose you because they love what you have given them)

When we are creating ideas (big and small) we should be looking for ways that media can amplify our core message and then how do we use that media so that consumers interact with our brands in a relevant way. In order to get there you need the following:

  1. The brand idea must always come first.
    The role of media is to advance the brand agenda. This means the contributions from individual media must flow together with complete clarity, so that at the moment of purchase decision, people have strong brand memories to call upon, clear associations and a sense of brand leadership. Think not what you should do with video, but what videos should do for you!
  2. Be media neutral and embrace a cross-media world.
    We have got away with working in silos in terms of audience and effectiveness measurement for far too long. Advertisers need a common currency to understand the effect of the various media, used individually or in combination. And creative ideas must now be developed to serve as the platform for multi-channel communications: from TV to in-store, outdoor to search keywords.
  3. Don’t forget scale.
    Reach is important.  The reach of TV, newspapers and outdoor are still at the center of advertising campaigns. The drive for engagement and the lure of the shiny object (SOS = Shiny Object Syndrome) have distracted advertisers from the necessity of delivering effective communications to a wide audience. Adopting a 'scalable engagement' approach requires mixing 'top down' interruptive advertising with 'bottom up' communications that start from an engagement and brand interaction or participation to deliver an integrated consumer engagement plan.

Looking at the big picture is important.  It will help you create a consumer experience that uses each of the media channels to their strengths and when not working in silos will allow us to create fluid conversation for the people we hope to convert at in store and online.

ON: Emerging Media + Media Long Tail = Buying Confusion via @jpenabickley

August 14, 2007No Comments

ON: Emerging Media + Media Long Tail = Buying Confusion

As advertisers move more of their budgets to emerging media, they need to ensure that they don’t end up putting the brand on the back seat.  Emerging or new media is now referred to as being at the end of a Media Long Tail. This concept describes how niche media, such as the uber choices of online and mobile content and communities, when combined, have more impact than mass media like TV.

In the last few weeks I have heard the following questions:

  1. What mix of activities will work best for my brand?
  2. How much do I invest in what emerging media? 

I start by saying the following things:

  1. Lets look at your budget and combine that with meeting your brand objectives.
  2. Web is not New Media. It is now more affective with the ever-consuming audience who lives it.
  3. Invest in TV for what it does best...Drive mass awareness. (unless you are on to infrequently) If you have a small budget you need to use TV for high impact awareness and drive to an experience that people will remember and talk about.
  4. Invest in Web for what it does best, which is mass awareness + brand participation which = affinity (people choose you because they love what you have given them)

When we are creating ideas (big and small) we should be looking for ways that media can amplify our core message and then how do we use that media so that consumers interact with our brands in a relevant way. In order to get there you need the following:

  1. The brand idea must always come first.
    The role of media is to advance the brand agenda. This means the contributions from individual media must flow together with complete clarity, so that at the moment of purchase decision, people have strong brand memories to call upon, clear associations and a sense of brand leadership. Think not what you should do with video, but what videos should do for you!
  2. Be media neutral and embrace a cross-media world.
    We have got away with working in silos in terms of audience and effectiveness measurement for far too long. Advertisers need a common currency to understand the effect of the various media, used individually or in combination. And creative ideas must now be developed to serve as the platform for multi-channel communications: from TV to in-store, outdoor to search keywords.
  3. Don’t forget scale.
    Reach is important.  The reach of TV, newspapers and outdoor are still at the center of advertising campaigns. The drive for engagement and the lure of the shiny object (SOS = Shiny Object Syndrome) have distracted advertisers from the necessity of delivering effective communications to a wide audience. Adopting a 'scalable engagement' approach requires mixing 'top down' interruptive advertising with 'bottom up' communications that start from an engagement and brand interaction or participation to deliver an integrated consumer engagement plan.

Looking at the big picture is important.  It will help you create a consumer experience that uses each of the media channels to their strengths and when not working in silos will allow us to create fluid conversation for the people we hope to convert at in store and online.

ON: Emerging Media + Media Long Tail = Buying Confusion via @jpenabickley

June 9, 2007No Comments

ON: Coke + Faithless = Visual Poetry

Coke has done it again... this one is hot! Coke + Faithless = Visual Poetry

Picture_2

Visually simple.

Picture_3

entertaining animation and music

Picture_5

Easy to navigate - Awe and Inspired

Visit the site at: http://www.faithless.coca-cola.com/html/start.html

ON: Coke + Faithless = Visual Poetry via @jpenabickley

May 30, 2007No Comments

ON:Muvi & The New Beetle

Picture_3

This is a smooth site.  LG introduces Muvi

Beyond the sleek product design the visuals on this site were exciting and motivated me to think about trading up my Aquarius blue Beetle for a new one that had a Muvi with a color match.

Picture_4

The Muvi product photography combined with the illustrative nature of the the 3D graphics gave this a superb feel and exciting presentation layer.  (actually made it worth sitting through a site intro)

Picture_5

While I am never crazy about the "book" metaphor as an interface this was fun as the fashion had enough non traditional animation and the pages had video that made each page unique. 

View the site @ http://www.coolnstyle.com/promotion/nb/index.html

ON:Muvi & The New Beetle via @jpenabickley

May 30, 2007No Comments

ON:Muvi & The New Beetle

Picture_3

This is a smooth site.  LG introduces Muvi

Beyond the sleek product design the visuals on this site were exciting and motivated me to think about trading up my Aquarius blue Beetle for a new one that had a Muvi with a color match.

Picture_4

The Muvi product photography combined with the illustrative nature of the the 3D graphics gave this a superb feel and exciting presentation layer.  (actually made it worth sitting through a site intro)

Picture_5

While I am never crazy about the "book" metaphor as an interface this was fun as the fashion had enough non traditional animation and the pages had video that made each page unique. 

View the site @ http://www.coolnstyle.com/promotion/nb/index.html

ON:Muvi & The New Beetle via @jpenabickley
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Talk: Making Magic with Ai

Ai is the tool of the modern magician. At the nascent stages of the another industrial and social revolution, magic + math, multiplied by design makes what is invariable hard — seem remarkably easy.

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