Cindy Crawford Poised to Make a Super Bowl Comeback

By | clypd Blog, Throwback Thursdays | No Comments

For only the second time in its 52-year history, the 2018 Super Bowl will be played in Minneapolis. The last and only other time Minnesota hosted, it was Super Bowl XXVI, on January 26, 1992: The Redskins played the Bills on CBS. John Madden and Pat Summerall called the game, which the Redskins won 37-24. The game’s rating was a 40.3. A :30 spot cost just $850,000.

One of the breakout stars of the 1992 game was Cindy Crawford, a 26-year old model. In an ad for Pepsi, Crawford pulled into a gas station in a Lamborghini to buy a can of soda. A pair of young boys watched the model step out of her car and gulp down a can of the soda and said, awestruck, “Is that a great new Pepsi can or what?” Read More

Modular Interface Mocks for Testing

By | clypd Blog, Engineering, Technology | No Comments

It’s been almost three and a half years since I published “Database Testing Patterns in Go“. The post was about how at clypd we were using dependency injection to test functions that would access external data sources. It’s a testament to the effectiveness of the pattern that it lasted so long. However, as our code base has grown over these years, we eventually started to run into some growing pains associated with the way we were doing things. Read More

New Report: Unlocking the Data Behind Targeted Linear TV

By | clypd Blog | No Comments

Linear TV remains the primary way of reaching mass audiences effectively. According to Nielsen, in Q1 2017, Americans spent over 11 hours per day interacting with electronic media (including TV, radio and digital). The single largest piece of that was linear TV, accounting for nearly five hours.

So, if you’re a beer brand, why advertise to Men 21-34 when you can advertise to all beer drinkers 21+? Making TV advertising better using data is to everyone’s advantage: advertisers get a better return, media owners use their inventory more efficiently, and viewers get more relevant ads.

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Using Algorithms to Improve TV Audience Forecasting

By | clypd Blog, Research | No Comments

This is the first of a series of blogs around building time-series forecasting models. At clypd, we use forecasting models to help media owners and buyers forecast future TV audiences. A successful forecasting model depends on many factors. In this blog, we focus on algorithms, and how we tap into both modern Machine Learning (ML) models and classical statistics models to take advantage of what both offer.

The advancement of Machine Learning and Artificial Intelligence has been creating amazing stories everyday, from the AI assistant and self-driving vehicles to computer programs beating professional Go players. At clypd, we also have lots of success stories of using ML models. With the benefits of better accuracy and better automation, these ML models are an integral part of our forecasting models. At the same time, we also continue to find great value in “conventional” statistics models. So, instead of pitching Data Scientist vs. Statistician, let us look at ML models vs. statistical models, and how we can leverage both types of approaches in building a TV audience forecasting model.

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Rudolph, the Most-Enduring Reindeer

By | clypd Blog, Throwback Thursdays | No Comments

For those of you still humming Christmas jingles and eagerly waiting until next year when you can belt them out again, here’s a little history about your favorite good-hearted reindeer. Did you know that the most famous reindeer of all is a 1939 creation of an advertising copywriter?

The idea for Rudolph took flight one foggy winter’s night in 1939, after the New Year. Retailer Montgomery Ward had a tradition of giving away children’s books as a holiday promotion, but for the 1939 Christmas season, the company decided to create one in-house to save money. Robert May, a 33 year old copywriter for the retailer’s catalogs, was known for sharing rhymes at the holiday party. This year, he was tasked by management to create a story about a lovable animal. Read More

eMarketer Interviews clypd CEO Joshua Summers

By | clypd in the News | No Comments

eMarketer recently released a new report on “The Opportunity for OTT Advertising and Programmatic Connected TV.” In the report, eMarketer analyst Lauren Fisher discusses the future of programmatic connected TV and OTT advertising, including the main sources of inventory and the primary factors affecting growth. clypd CEO Joshua Summers is quoted in the report discussing the reasons for the growth as well as clypd’s involvement in the Advanced Target Standards Group (ATSG). eMarketer subscribers can read the full report here.

In addition, eMarketer also published the full interview between Joshua and Lauren. In the interview, Joshua discusses the progress made in advanced targeting and digital data sets in linear TV. eMarketer subscribers can read the full interview here.

Sesame Street: Sweeping the Clouds Away for 48 Years

By | clypd Blog, Throwback Thursdays | No Comments

On November 10, 1969, television viewers were introduced to “Sesame Street”. In the almost 50 years since, the series has become one of television’s most-watched and most iconic programs, and not just for kids. With 90 million graduates in the US alone, adults and parents love it too. And it has won more Emmys (159) than any other show in history.

The series began in 1969 as a revolutionary idea: use TV to help kids learn. At the time, an estimated 97% of American homes had a television set, and preschoolers were watching on average 27 hours of TV each week. Television producer Joan Ganz Cooney set out to create a show for kids that would “master the addictive qualities of television and do something good with them” – such as prepare them for school. Read More

The Great Halloween TV Tradition

By | clypd Blog, Throwback Thursdays | No Comments

After a long, hot summer, we look forward to sweater weather, splurging on their favorite candy, costumes, and decorating for the Halloween season. And of course, bingeing on some good Halloween-themed TV.

According to the National Retail Federation (NRF), American consumer spending for this Halloween is forecast to reach a record $9.1B, up from $8.4 billion in 2016. Seven out of ten plan to celebrate Halloween this year by dressing up, handing out candy, and decorating our homes and offices.

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Hurricane Season: Wreaking Havoc on Land, Sea, and TV

By | clypd Blog, Throwback Thursdays | No Comments

The unprecedented fury of Hurricanes Harvey, Irma, and Maria caused power outages, flooding, and hundreds of millions of dollars in damage. While this season’s aggressive hurricane season has broken weather-related records left and right, it’s also impacted something a little closer to our industry: television.

When Irma struck Florida as a Category 4 hurricane, it left 6 million people without power in Florida and drove others towards watching the weather news. The Weather Channel kicked into “severe mode,” broadcasting live around the clock for several days around each of the back-too-back storms. It was the only network to do so, which was reflected in its ratings. Read More

Taking Targeted Linear to a New Octave

By | clypd in the News | No Comments

When we started clypd in 2012, we were one of a very small group of companies singing the dream for data-driven, audience-optimized TV ad sales. We envisioned the future of TV advertising to be one in which marketers would seamlessly reach their target audience with efficiency and media company sales teams would be armed with tools to enable this audience-based approach while maximizing yield.

While we continue to belt out these same tunes five years later, we are now joined in by a chorus as the targeted linear TV vision becomes a reality. As quickly as these shifts are happening, there is a long way to go. Today’s announcement of our collaboration with Nielsen will have substantial impacts within the television advertising landscape. Read More