All Posts By

Jeanne Yeh

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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.”

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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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58 Years Ago, Barbie Changed Little Girls’ Lives Forever

By | clypd Blog, Throwback Thursdays | No Comments

58 years ago today, Barbara Millicent Roberts made her debut at the American Toy Fair in New York City. Also known as Barbie, she stood 11 inches tall, sported blond hair and wore a black and white swimsuit, complete with accessories like sunglasses, high-heeled shoes, and hoop earrings.

Ruth Handler, cofounder of Mattel, created Barbie after seeing her young daughter ignore her baby dolls and play make-believe with paper dolls of adult women. Handler named her new doll after her daughter, and it became the first doll in the US with an adult body.

Barbie debuted at an opportune time – the 1950s saw the post-war boom and the rise of the suburban middle class. Children were becoming a new group of citizens called “teenagers,” and television was taking off as an advertising medium. In 1955, Mattel became the first company to air commercial sports to children with its sponsorship of the “Mickey Mouse Club.” Mattel used its sponsorship to introduce Barbie to America.

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CCIS and clypd – A Co-Op Collaboration Where Everyone Wins

By | clypd in the News | No Comments

The minute a co-op enters clypd’s (pronounced ‘clipped’) trendy Davis Square office space, it is clear they are not in for a typical experience.  Clypd, a television advertising company, is officially in the business of innovating television advertising techniques to bring them up to the technological advancement present in digital and web-based ads.  But their mission, especially when it comes to co-ops, goes so much further than that.

Andrei MacKenzie is a principle software engineer at clypd and has been the co-op coordinator since 2015. He does not hesitate to emphasize the joy and progress co-ops consistently bring to the company. “We see co-ops as peers in terms of the engineering drive to get [ahead technologically].”

Read the full article here.

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When the Academy Awards Turned to Television

By | clypd Blog, Throwback Thursdays | No Comments

This Sunday night, Hollywood stars will make their yearly journey to the Dolby Theatre for the 89th Academy Awards, while audiences eagerly await the announcements of the film industry’s most coveted awards.

These days, we take it for granted that the Oscars will be televised, but that wasn’t always the case. It wasn’t until 1953 that NBC aired the 25th Academy Awards live on television, although it had been covered on live radio since 1930.

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Tom Brady, MVP On and Off the Field

By | clypd Blog, Throwback Thursdays | No Comments

Super Bowl LI cemented one thing for sure: Tom Brady is one of the greatest quarterbacks of all time. Of course, we’re a little biased here at clypd, with most of the team in Somerville (although we do have quite a strong and vocal New York contingent).

On Sunday, Brady and the Patriots managed to come back from the biggest point deficit in Super Bowl history to clinch their 5th title. For Brady’s performance, he received the MVP award in a very awkward award ceremony with NFL commissioner Roger Goodell.

As one of the star athletes of match, Brady also made a couple of appearances while not on the field during the Super Bowl, during its commercial breaks.

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Presidential Inaugurations, from Truman to Trump

By | clypd Blog, Throwback Thursdays | No Comments

Last Friday, Donald J. Trump was sworn in as the 45th President of the United States.

White House Press Secretary Sean Spicer held a press conference shortly after to announce that Trump’s inauguration held the largest audience “both in person and around the globe,” kicking off a colorful discussion on crowd size and digital viewership.

In terms of television viewership, Trump’s inauguration didn’t even come close to the most-viewed. The event was seen by 30.6 million viewers across 12 networks.

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George Foreman: Boxing Champ, Marketing Champ

By | clypd Blog, Throwback Thursdays | No Comments

On Tuesday, George Foreman, professional boxer, ordained minister, and entrepreneur, turned 68 years old. Born in 1949 in Texas, Foreman had a troubled childhood until he found his calling – boxing. By 1968, he joined the US Olympic boxing team and captured the gold medal at the 1968 US Olympics in Mexico City.

Shortly after, Foreman went pro and took the heavyweight title from “Smoking” Joe Frazier in 1973. Foreman’s reign ended when he lost to Muhammad Ali in the legendary match “Rumble in the Jungle” in 1974. Twenty years later at the age of 45, Foreman shocked audiences by recapturing part of his title from 27-year-old Michael Moorer. Foreman retired for good in 1997 at the age of 48 with a final record of 76 wins, 5 losses, and 68 knockouts.

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Carrie Fisher, Space and Hollywood Royalty

By | clypd Blog, Throwback Thursdays | No Comments

This past week, we experienced the loss of a legendary individual who made an indelible impact on pop culture. Actress, writer, producer, and comedian Carrie Fisher passed away on Tuesday from complications from a cardiac arrest at the age of 60.

Carrie Fisher is most remembered for her defining role as Princess Leia in the Star Wars franchise. She played a strong female warrior that could hold her own against Stormtroopers, Jabba the Hutt, Darth Vader, and anyone else who came in her path. In 2015, she reprised her role as Princess Leia, who grew up and ascended to General Organa in “Star Wars: A Force Awakens.”

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