Jingsong Cui on Forecasting in the Television Industry

By | clypd Blog, Technology | No Comments

In this special Q+A, we talk with Jingsong Cui, clypd’s Head of Media Analytics. We discuss the importance of forecasting, clypd’s approach to forecasting, and what the future brings to forecasting.

What’s your background?

I have been working with data and models throughout my career. In graduate school, I studied economics and used econometric models to analyze social and economic data. After getting my Ph.D,  my first job was working for a marketing research company called @Futures. I led a team of statisticians to build forecasting models for pharmaceutical clients. The company was acquired by Nielsen in 2010. Within Nielsen, I worked with several industry verticals, across Buy (which focuses on consumer spending) and Watch (which focuses on media consumption). I have always enjoyed doing applied research and using data to solve real business problems. Read More

Original or Firework, There’s Only One Way to Eat an Oreo

By | clypd Blog, Throwback Thursdays | No Comments

Over the past few years, in attempt to stay relevant and top of mind of all cookie-eating consumers, Oreo has been introducing limited-edition flavors on the regular. Earlier this week, the Mondolez brand introduced the Firework Oreo, just in time for the warmer temperatures.

The limited edition Oreo contains red and blue popping candy mixed into the traditional creme filling. Food & Wine magazine praised the new flavor, “Oreos are darn good alone and popping candy is just a fun new way to enjoy them even more.” Read More

Rhapsody and United Airlines’ Blues

By | clypd Blog, Throwback Thursdays | No Comments

A symbol of freedom. We love to fly, and it shows. Something special in the air. Fly the friendly skies. We’ll take more care of you. Life is a journey, travel it well. Fly with friends. We never forget you have a choice.

These are taglines from an assortment of domestic and international carriers, in order of customer attachment to airlines. See below for the taglines’ brand match.

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The Most Exciting Two Minutes in Sports? Marketers Are Sure Betting on It

By | clypd Blog, Throwback Thursdays | One Comment

On May 6th, twenty of the world’s fastest horses will race down the track at Churchill Downs in Louisville for the 143rd annual Kentucky Derby. Nicknamed “the greatest two minutes in sports,” the Derby also happens to be the longest-running sporting event in the US, dating all the way back to 1875.

In 1874, Meriwether Lewis Clark, grandson of William Clark (of Lewis and Clark fame), formed the Louisville Jockey Club, and the first Kentucky Derby race took place a year after on May 17, 1875 to a crowd of 10,000 spectators.

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April’s Springtime Miracle for Toys R Us

By | clypd Blog, Throwback Thursdays | No Comments

My Saturday morning began like many of yours: with an email alert that it looked like April was finally, really in labor this time. The baby was coming soon!

Like millions of others, I tuned in to see the miracle of birth…of a little baby giraffe, at a not so little 5’ 9” tall, 175 pounds.

April needs little further introduction, and no last name. Her pregnancy has been watched via live stream from the Animal Adventure Park’s “Giraffe Cam” by hundreds of thousands of us at a time. Even in the middle of the night. For months, we’ve been sticking our necks out waiting for this little thing. Read More

Ain’t Nobunny like the Cadbury Bunny

By | clypd Blog, Throwback Thursdays | No Comments

The grass outside is turning green and growing, tulips are blooming, which means… ’tis the season to devour some Cadbury eggs. If you’ve turned on the TV recently, chances are you’ve seen the classic Cadbury bunny spot.

Cadbury Creme Eggs may be one of Britain’s most famous imports. In 1824, John Cadbury opened up shop in Birmingham, UK where he sold tea, coffee, cocoa, and drinking chocolate. In 1923, the company released its cream-filled eggs, but the Cadbury Creme Eggs that we know and love weren’t released until 1971.

The chocolate, creme, and fondant-filled eggs quickly became an Easter must-have (possibly nestled next to some marshmallow Peeps). Its popularity was helped along by the classic clucking bunny TV campaign, which originally debuted in 1982.

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clypd-led Standards Group Releases Advanced Audience Targeting Guidelines for Linear TV Advertising

By | clypd in the News | No Comments

NEW YORK–(BUSINESS WIRE)–The Advanced Target Standards Group, a consortium of eight of the leading network TV programmers working with clypd, today announced a set of guidelines and best practices for the use of advanced targets in linear television advertising.

The acceleration by advertisers and agencies in the use of advanced data sources to bring more precision to national TV advertising has prompted leading television networks to address the complexities associated in moving beyond buying audiences strictly on an age and gender basis.

The Advanced Target Standards Group (ATSG) has been meeting regularly since August 2016 to address priority issues. Chaired by Pete Doe, Chief Research Officer at clypd, a sell-side platform for audience-based TV advertising, the members of the group have focused on a number of industry-related challenges including:

  • Target definition and sizing
  • Availability and suitability of advanced target data to enable campaign planning, activation and reporting
  • Calculation methodologies that deliver transparent and accurate estimates
  • Standardization across network groups

The ATSG has created guidelines for the use of advanced targets in linear TV and a detailed specification of calculation methodologies for managing advanced audience segments, to ensure marketplace consistency for buyers across media owners. The guidelines are available to be viewed at www.atsg.tv.

Some best practices include:

  • National linear TV is a brand building medium: a suggested minimum advanced target size is 10 million (about 3% of the US).
  • Age and gender targets are fairly consistent year-on-year but advanced target definitions (e.g. brand purchase, attitudes) may be less so. Any deal needs to consider the possible or probable inconsistency of any advanced audience target in size and composition.
  • There are many TV viewing data sets that can be used for advanced target deals. Most of these data sets do not have MRC accreditation, so buyer and seller need to be careful in understanding the pros and cons of the data source.

With regard to calculation methods, the group has aligned on approaches for calculating basic metrics for advanced targets, such as target population sizes, impressions and ratings, across a wide variety of data sources. While these are taken for granted when using standard demographics, advanced target data sets present different challenges including varying population sizes, data latency and classification completeness.

“Having a standard approach to measuring the performance of advanced targets across media owners is essential to make these deals work smoothly and at scale. Alignment among a group of industry leaders like this provides a meaningful step forward,” said Pete Doe, Chief Research Officer at clypd. “The goals of the group align with those of the OpenAP initiative announced recently – to make advanced audience buying and selling more accessible, consistent, and transparent for the entire industry. I’m excited to be a part of this consortium, helping to move the advertising ecosystem forward.”

How We Deal with Broken ZIP Files: Pick the Lesser of Two Evils

By | clypd Blog, Engineering | No Comments

clypd’s workflow involves offline processing of files from our clients and partners. They drop compressed ZIP files to our SFTP servers which are then picked and processed by our workers. The processed data is crucial in powering clypd’s advanced audience targeting platform. Because these files are critical to our business, we have monitors that ensure correct parsing and transformation of the files.

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53 Year-Old Game Shows for $1000, Please

By | clypd Blog, Throwback Thursdays | No Comments

Answer: America’s longest running game show premiered on this day in 1964.
What is “Jeopardy”?

With many more than 7,000 episodes aired, “Jeopardy!” has won a record 33 Daytime Emmy Awards. In January 2001, TV Guide ranked the show number two on its “50 Greatest Game Shows” list—second only to ”The Price Is Right.” Additionally, “Jeopardy” has gained a worldwide following thanks to running in slightly different versions in Canada, the United Kingdom, Germany, Sweden, Russia, Denmark, Israel, and Australia. The American version of ”Jeopardy” airs around the world as well. The series, which used to run weekly, has been airing daily for 33 years.

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The Power Rangers that Keep Going

By | clypd Blog, Throwback Thursdays | No Comments

The new “Power Rangers” adaptation may seem like a reboot, but Power Rangers as a franchise has been alive and well since the original TV show kicked off in 1993. “Mighty Morphin’ Power Rangers” debuted in August 1993 on Fox Kids, the programming block for children that aired on Fox from 1990 to 2002. An immediate hit, kids all across the country rushed home from school, grabbed a bag of 3D Doritos and Gushers, and turned on the TV to watch “Mighty Morhpin’ Power Rangers” six days a week.

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