Carri Bugbee's List: Advertising

• top Nielsen executive says the media ratings giant has begun working with its clients to “redefine” the very nature of the households it measures. The reason, Pat McDonough, senior vice president-insight and analytics at Nielsen, said Monday during the opening session of the Advertising Research Foundation’s annual Audience Measurement conference in New York, is that Americans increasingly are accessing video programming from non-traditional devices and in non-traditional ways.
• Of the 6.3% of household video consumption that takes place, McDonough said about 3% each currently is being done either online or via mobile devices, and that other devices like video game consoles are rising fast. She said other big trends are the aging and the multicultural diversification of American households -- but despite all those trends, Americans are watching more video programming than ever before: an average of 35 hours per week.
• “We are spending more time watching video than we are working,” McDonough added, alluding to average U.S. labor estimates.

1 more annotation...

• #Nascar page is the first of its kind and has a slightly different layout than the brand pages Twitter unveiled in December, which feature customizable header images and enable brands to keep a particular tweet -- often a photo or video that can auto-expand -- at the top,
• ut Nascar's new page has a key new feature, which is the ability to pull in tweets related to a live event from a variety of sources. In the case of Nascar, tweets about Pocono 400 were being pulled in from drivers like Jeff Gordon as well as sports writers, and the curation was executed through an algorithm that searched for relevant content with the assistance of human editors, according to a Twitter blog post. It's further evidence of Twitter's desire to be the platform advertisers turn to when they're looking to execute promotions around major live events such as the Super Bowl or the Oscars. Last month, they announced a partnership with ESPN to create branded campaigns around tentpole sports events.

• The power of retargeting lies in its ability to keep your brand top of mind among users through continuous exposure.
• optimal number is approximately 17-20 impressions per user per month, breaking down to roughly one impression every other day.  At this level, your users won’t be inundated with ads, but will see your brand with enough frequency to solidify brand recall.
• clickthrough rates decrease by almost 50% after five months of running the same set of ads. After seeing the same ads again and again, a user’s interest is no longer peaked and the ads are more likely to blend into the background.
• If you do wish to continue serving ads to customers, use a different set of creatives with a new call to action. 

2 more annotations...

• We’re trying to bring brand advertisers into the conversation. When the Ford Fusion, for example, is integrated into an episode of “White Collar,” it’s then easy for us to promote that positioning or brand integration in platforms like Character Chatter.
• We don’t want people to view something as an ad, we want people to view it as added content to their “White Collar” show experience.
• Viewers using the Viggle platform can access interesting plot points, Q&As, live polls—things like that—while watching the show.
• The term social TV is just going to go away. It’s going to become the way that we all do creative executions across multiple platforms while engaging with users. I also think we are going to see an adoption explosion as cable companies start devising more second-screen companion experiences and the electronic programming guides include some type of visual indicator letting subscribers know of the enhanced program that goes along with the show.

2 more annotations...

• The study by Trademob said 40% of all clicks were either fraudulent clicks by publishers and bots looking to boost ad revenue or accidental clicks. Combined, the fraudulent and accidental clicks had conversion rates of less than 0.01%, making them essentially worthless to advertisers. 

• linear TV is not an even playing field. So it’s dangerous to conclude that a particularly buzzy TV show bombed in the ratings, and by extension, social media doesn’t influence viewership. Social TV’s influence complements TV but does not exceed it. If a show is buried on the schedule, it will likely fail regardless of the social TV ratings.
• “TV binge-watching is a pandemic,” explains Slate. None of this viewing is considered — not to mention any DVR’d shows after 3 days — and viewers who discover shows via social media are often more inclined than the general population to watch in an unmeasured way
• if you’re not investing in social, that silence doesn’t ensure you’ll stay at a ratings par, but that you’ll face an inevitable decline. If you’re not part of the conversation, if you’re absent from the social platforms where millions of TV viewers discover content — across all age groups on Facebook — then your mass media brands become less “mass” over time.
• In the end, we know that social TV buzz really does move the ratings needle, and by extension, it helps predict the success of a TV show. But we don’t know how much. It varies by show, by network, by circumstance. While it’s dangerous to assert that social media gets all the credit for a show’s success, it’s even more dangerous to claim that social media makes no mainstream ratings impact.

2 more annotations...