Category

clypd Blog

clypd Adds an Advertising Innovation to its Patent Portfolio

By | clypd Blog, clypd in the News, Product | No Comments

Today we are celebrating a proud achievement at clypd – we were granted a key patent (9,924,210: COMPUTER SYSTEM AND METHOD FOR TARGETING CONTENT TO USERS VIA MULTIPLE TECHNOLOGY PLATFORMS), which outlines features for targeting advertising and entertainment content to people, whether they are watching on traditional television or on digital devices. Read More

The Amazing Race of Forecast Models

By | clypd Blog | One Comment

Deal or No Deal

To plan for a TV advertising campaign, it is important to have a good understanding of the trend in TV audiences: who will be watching what, when, and using what screen. An accurate and reliable forecast is an integral component of clypd’s advanced targeting platform. For this reason, the Data Science team at clypd is always looking for ways to improve our forecast models to be more useful, accurate and reliable.

In the last decade or so, through the help of more data and better technology, lots of new algorithms have been developed. My previous blog post talks about the benefits of using both statistics and machine learning models. Recently, the data science team held an internal competition to examine how various models pair up against each other. This post provides some details of the competition. Read More

Wheaties: The Gold Medal Standard

By | clypd Blog, Throwback Thursdays | No Comments

The bright orange box. The proud athlete on the front. One brand has been the dominant symbol of American triumph in sports: Wheaties.

Wheaties, then called Washburn’s Gold Medal Whole Wheat Flakes, hit store shelves in 1921. From a marketing and advertising view, it was a pioneer from the start. Many claim Wheaties even had the first ever jingle in a commercial, in a spot from 1926. Read More

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.

Read More

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.

Read More

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

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.

Read More