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Archive for the ‘media’ Category

fox-in-hen-house1I recently read an article in Ad Age* about the need for agencies to defend their turf against ad-tech companies who are moving in on clients. As programmatic buying and the real-time bidding space have grown during the past several years, agencies have been adding this capability to their services in different ways – by either building their own solutions, acquiring technologies to enable execution, or creating licensing agreements with third-party suppliers.

The new trend is toward ad-tech companies going directly to clients with a sales pitch that offers them cheaper alternatives so they can cut out the so-called “middle man.” The result is a sense of heightened competition. But, I have to question the practicality of it all.

This might be fine for companies, such as P&G or Kellogg’s, which can fund the in-house resources necessary to work directly with ad-tech companies. But, most companies don’t have the kind of marketing resources needed to set up such a specialized in-house operation. And, should mid-sized to small companies really put their trust in the ad-tech companies themselves to monitor, optimize, and price inventory? Isn’t that kind of like having the fox guard the henhouse? (more…)

129252537 Media planning and buying professionals have been talking about Addressable TV for decades. Yes, decades. The first mention of it was back in 1980, when the dream of delivering a specific TV spot to a specific TV set based on the profile data contained in that set’s cable box started to look like it could become a reality.

Addressable TV is, indeed, here. It delivers efficiency, performance tracking and actionable insights. And it provides for greater accountability overall for a medium that historically has been a one-way communication vehicle.  But I have to ask the question: “What happened to television’s main role in the media mix?” With all of this applied data targeting, what Addressable TV may not deliver is the thing we always looked to television to deliver: mass. Take away “mass,” and I have to wonder what television offers that other digital media options don’t.

With about 66 million households, it is true that Addressable TV has come a long way from its earlier days of 8,000 Households in Huntsville, Alabama.  So now the technology is here, and we have some scale. But the fact remains, Addressable TV is a “precision-play” in a world with a lot of other precision-play options. In the new digital and mobile media landscape, what platform doesn’t enable data-driven hyper-targeting and the ability to track and measure results?

What’s all the fuss is about? (more…)

crayon-boxAs a kid, were you ever frustrated with a box of eight crayons? Your creativity was limited, and every picture ended up looking somewhat similar. For decades, media planning didn’t change a whole lot-you were pretty much limited to television, magazines, newspaper, and outdoor. You may have changed dayparts or bought an unusual ad size, but you were still working with the same handful of options for all of your clients.

As corporations face increasing pressure to demonstrate ROI and accountability for every dollar spent, they often reduce, or at best, maintain their marketing budgets. At the same time, those dollars are up against the growing strain of clutter and customized media consumption. Add to that the challenge of proving impact when you don’t have an ecommerce function or an offer for each form or media that you can track.

Interestingly, many of the same advertising options that have made message delivery more complex can also be the answer to your problems. If you can prove the audience is there, and you are willing to stretch a bit out of the traditional media comfort zone, digital media offers the other 100-plus “colors” you need to effectively transform your media picture. Specifically, digital can help you actively engage highly targeted audiences and deliver multiple messages without spreading your impressions too thin. (more…)

In The Power of Habit, New York Times writer Charles Duhigg reveals a fundamental truth: “When a habit emerges, the brain stops fully participating in decision making…so unless you fight a habit–unless you find new routines–the pattern will unfold automatically.”

Such is still the challenge for so many brands today with their digital marketing investment. Planning a year’s worth of media and creative follows a comfortable pattern of brief-to-boards (traditional TV, that is) in lieu of integrated planning across paid, owned, earned and shared media. All because of the ingrained habits of agencies and marketers alike–whose brains have shut down and fallen back on what’s familiar.

To be sure, old habits die hard. Whether it’s smoking cigarettes, or biting your nails, or visiting the freezer each night for a bowl of ice cream. Brand planning is no different. To change these habits, we must become more self-aware and understand the three phases of Duhigg’s habit loop:

Cue: the trigger that tells your brain to go on auto-pilot
Routine: the actions you take
Reward: the satisfaction that results after a routine is completed

the-habit-loop2Apply this model to traditional brand planning, and you get something like this:

Cue: “Time to plan for 2013.”
Routine: Consumer Insight. Brief. TV Boards. Bolt on everything else.
Reward: Job security. Business as usual.

quigley_graphics_graphic11-1023x4951

This planning habit is the root cause of why so much digital marketing today is uninspired–and worse–fails to move the needle. Brands struggle to do better by their digital investment and still deliver on their financial goals under this routine.

To effect real change, marketers must form a new planning habit to replace the old one. They must demonstrate leadership and have the willpower to deliberately fight this habit. They must find a new routine before the same pattern unfolds again, and challenge their partners to work differently. For example:

Cue: “Time to plan for 2013.”
Routine: Consumer insight. Brief. Integrated planning. Integrated activation
Reward: A big idea that connects across the connected media landscape

quigley_graphics_graphic2-1023x5212

You have the power to change old habits! Resolve to start a new routine!  Take your brief and bring your channel partners together to develop integrated programs that engage consumers across the connected media landscape.

Hurry, before the TV boards show up.

Originally published in iMediaConnection:
http://blogs.imediaconnection.com/blog/2012/10/11/want-a-smarter-digital-plan-in-2013-change-your-habit-loop/

Shaun Quigley is VP, Digital Practice Director for Brunner. Follow him @squigster.

Illustration style courtesy charlesduhigg.com

Imagine having Bob Dylan as your brand’s spokesman.  For cents on the dollar.

Display advertising on the mobile web–or in-app mobile advertising–provides some of the richest opportunities for marketers to connect with consumers.

Here’s a mobile ad that converted me recently. And here’s why it worked:

photo1. Personalized to me based on a recent mobile search

2. Location-aware with a map to help me connect when I’m on-the-go

3. Strong call to action with the option to call (without expanding the ad)

4. Creative content connection thru Pandora internet radio (to which I’m addicted)

5. User review star rating authenticates quality via UGC/third party

This ad caught my attention initially because I was intrigued by a Dylan song I hadn’t heard before, on a station that was curated by a friend (bonus social connection~!).

This plumbing supply store gets two thumbs up for smarter, faster mobile advertising.