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Blog | Nielsen Lab Study Finds TV & Digital Need to Work Together

Screen Shot 2015-03-25 at 4.26.37 PM People are still turning on the tube when they are at home, but that doesn't necessarily mean undivided attention. According to a joint study by YuMe, a digital video ad tech firm, and Nielsen, they report that on the average, TV holds a person’s attention 39% of the time, while that number surges to 70% for laptops, 76% for tablets and 77% for smartphones. The experiment revealed that TV has a passive effect once a consumer turns it on and chooses a channel because no additional interaction is needed. This is unlike other devices such as a smartphone which requires interaction if the consumer is seeking out new content. TV attention may be further eroded when consumers are multi-tasking on a second screen (defined as having at least two screens on at the same time). As a result, ads on TV suffered and were only paid attention to 30% of the time, compared to 71% on laptops and 93% on tablets and 100% on smartphones. What are advertisers to do? Paul Neto, director of research at YuMe said, “Despite distraction levels among consumers, it will be important for brand advertisers to continue running campaigns cross-screen, as viewers continue to show they are more attentive on laptops, tablets, and/or smartphones while ‘watching’ TV.” Read the full article by Tyler Loechner, dated February 25, 2015 “Pay Attention to This: TV Engages People Half as Long as Digital, Nielsen Lab Study Finds” at: http://www.mediapost.com/publications/article/244502/pay-attention-to-this-tv-engages-people-half-as-l.html?utm_source=newsletter&utm_medium=email&utm_content=mostread&utm_campaign=80526

Blog | Video usurps photos for brand reach on Facebook

Business-Planning-Docs-articles-1024x421-1002x411 They say a picture is a worth a thousand words, so how much is a video worth? According to Socialbakers data, Facebook photos are only worth half the reach of videos at 8.7% vs 3.7%, respectively. Does this mean that Facebook users should abandon their photos and start switching to video instead? The social analytics company says not so fast.

"You still need to ensure that your content is high-quality. A great photo post that gets good engagement will likely see continued News Feed reach, while a poor-quality video post is going to get buried," the blog post says.

It appears some things remain the same even in our high tech world...quality content still matters the most.

Read the full article dated February 17, 2015, "Video usurps photos for brand reach on Facebook" at: http://www.marketingweek.com/2015/02/17/video-usurps-photos-for-brand-reach-on-facebook/?nocache=true&adfesuccess=1

Blog | A value isn’t worth anything until it costs you

corporate values Companies talk on and on about their “corporate values.”  Words like integrity, excellence, respect, teamwork are emblazon on headquarter walls or website sub-pages.  But what do they really mean?  Do individual employees live by them, or even executive management for that matter?  Why are they usually so generic if they’re supposed to differentiate a company from its competitors? First of all, let’s talk about the “generic-ness” of most corporate values. What company would be outwardly against integrity or teamwork?  Who says, “we believe in being “sub-par” and generally disdain our employees and customers?”  If you’re going to state a value, say something that’s unconventional.  Defy traditional thinking. Second, a value is meaningless unless it is tested.  Who cares if you say, I stand for full-time employees getting medical insurance and a minimum wage.  It’s a requirement for doing business.  You’ve given up nothing to stand for it.  Values are worthless, if you have nothing to lose. Just as the measure of a person is based on his or her ability to stay true to their beliefs against overwhelming challenges, the measure of a company’s values is whether they’re willing to do it even if it costs them money.  Zappos is famous for this.  They’re all about delivering a “wow” experience for their customers.  That means returns up to 365 days and random upgraded shipping to exceed expectations.  Could they increase their profit margins by not doing these things?  Definitely.  But it wouldn’t be who they are.  And that’s why people LOVE them. The simple test of whether a value really means something for your company is to ask yourself, would you still live by it, even if it cost you and there was no direct benefit?  Are you willing to do the right thing, even if no one’s watching?

Blog | The Four Noble Truths of Advertising

buddha 1. People hate advertising. They quickly flip the page.  They go to the bathroom during the commercial break.  They ignore it on the side of their timeline.  They do whatever they can to avoid it, much to the dismay of business owners everywhere. 2. Their hatred is caused by distrust. The reason they hate advertising is because they don’t believe you.  They’re used to ads claiming one thing but delivering something else.  Puffery, exaggeration, outlandish claims and outright deception have become commonplace.  So why bother listening to what your ad has to say? 3. You can get them to trust you. However, there is a way to transform that hatred into loyalty.  There is a way to get them to believe in you.  It is not easy.  But it is every advertiser’s ultimate purpose. 4. Trust can be created by following the Eightfold Path.
  • Correct vision:  See things as they are.  Have a realistic view of your customers and your product.  Don’t try to be something you’re not.
  • Correct intentions:  Don’t try to fool people.  Don’t bait and switch.  Be upfront in everything you do.
  • Correct speech: Say what you mean.  Don’t obfuscate the details.  Communicate genuinely.
  • Correct actions: Do the right thing.  How do you know if it’s the right thing?  Ask yourself, “if someone was doing it to you, would you appreciate it or not?”
  • Correct livelihood: Sell your product or services without harming anyone.
  • Correct effort: Have passion for what you do and act accordingly.
  • Correct mindfulness: Don’t focus on things that don’t really matter.  Don’t try to be like your competition.  Be the best at what you do.
  • Correct concentration: Focus on your core competencies.  Prioritize value creation activities.

Blog | 8 traits to being great in advertising

bill bernbach Most people would say creativity, hard-working, problem-solver.  But here are some additional traits to consider. 1) Taste.  Creativity is highly subjective.  Some may like one thing, others something else.  However, great ad people have an instinct about what is avante garde and what’s just over the top.  It’s not a perfect instinct, mind you.  Though you’ll find they’re right most of the time. 2) Judgment.  Again, this is a hard one to clearly define.  But a great ad person simply has a honed sense of what’s the right thing to do in a given situation.  They may not always be right.  But they usually took the best action given the circumstances. 3) Flexibility. Great ad people can adapt to a constantly changing environment.  They have a keen sense of where the wind is blowing and are able to redirect themselves as needed. 4) Obstinacy.  At the same time, they also know when to stand their ground for something they believe in.  They’re not afraid to fight and are willing to fall on their sword for a good idea. 5) Hunger.  There is not a single agency partner, creative director, director of accounts, or any other director in an agency that doesn’t have a ton of passion for what they do. 6) Respect. It would be nice if this was a blanket-wide feeling towards everyone they interact with, but we’ve all met very talented ad people that don’t necessarily respect everyone equally.  But they do respect those that can play the game as well as them. 7) Interest.  Everyone says, “passion.”  But it’s more of an insatiable curiosity in the craft.  They want to explore and learn and grow.  There’s no end to it.  Just, “what’s next?” 8) Accountability. Winners want the ball.  They put themselves in situations where it’s all on them.  Win or lose.  They also realize that it’s not about the number of times you fail.  What matters is how many times you win big. Are there more?  Sure.  But you’re off to a great start if you can live up to these.