Lincoln and Washington: Still Marketing Gold

By | clypd Blog, Throwback Thursdays | No Comments

Presidents’ Day weekend is intended to honor both George Washington and Abraham Lincoln and provide a three day break. More of us know it as a long weekend filled with mattress and appliance sales.

The origin of Presidents’ Day dates back to the 1880s, when the February 22nd celebration of Washington’s birthday was first named a federal holiday. Disneyland capitalized on the day off, releasing a print ad using cartoon characters playing the fife and drum to invite families to spend the day at Disneyland. Read More

I Wish I Were an Oscar Mayer Wiener…Mobile Driver

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Since German immigrants Oscar and Gottfried Mayer opened their small meat market on the north side of Chicago in 1883, they have been leaders in many forms of advertising and communications – including sponsorship of Polka bands in the 1890s, label enhancements, radio and TV ads, and for the last 83 years, the iconic Wienermobile.

Oscar was known to have had a flair for marketing, and launched early brand awareness of the meat market by sponsoring polka bands in German neighborhoods throughout Chicago, and with a sponsorship of a German exhibit in the 1893 Chicago World’s Fair. Read More

Bringing Consistency and Transparency to Data-Driven Linear

By | clypd Blog, Product | No Comments

Over the past several years, the TV industry has begun to embrace advanced audience buying and data-driven linear. The majority of the larger Media Owners have developed internal advanced audience targeting capabilities and actively pitched those solutions (Discovery Engage, Disney Luminate, Fox AIM, A+E Precision, Turner Ignite, Viacom Vantage) in last year’s upfront. With the 2018-19 broadcast season demonstrating a strong uptick in data-driven linear transactions, the need for industry standards and transparency has become more important than ever to ensure alignment.

While clypd has been providing tools to allow sellers and buyers to define, transact, and report on advanced audiences on a single platform, several consortia of television buyers and sellers have emerged. These consortia helps to further facilitate advanced audience buying in linear, working to address issues that have been holding back the industry from fully embracing advanced audience buying. Read More

Dick Wolf’s Journey from Toothpaste to Police Procedurals

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The clypd holiday party a few weeks ago featured an 11-question TV trivia quiz, befitting of a company rooted in the TV business. One of the questions: name five detectives from any season of the Law & Order franchise. Participants had more than 30 names to choose from, an indication of the longevity of the franchise.

As I Googled the series the next day to get reacquainted with more actors’ names, I learned more about its creator, Dick Wolf. Coincidentally, it’s also Wolf’s birthday today- he was born on December 20, 1947.

Dick Wolf’s parents met while working at NBC, and his father later went in to advertising, as a producer. Dick took the opposite route, starting out in advertising as a copywriter at agency Benton & Bowles and later switching to TV. Read More

Retailers and Advertisers Flock Around Rockefeller’s Annual Tree Lighting

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Earlier this month, it was warm enough, and quiet enough, to sit outside on the patio at Rockefeller Center, and enjoy a glass of wine at the end of the day. Just days later, the sidewalks would be crowded with tourists and locals as well, gathered to take in a view of the giant Rockefeller Center tree.

The lighting of the tree is a shiny gift not just for tourists and TV viewers, but also for retailers. And it is a huge money maker for networks and broadcasters.

Networks love holiday TV specials for gathering multiple generations around the TV. Retailers love the increase in GRPs in order to showcase holiday themed ads and deals that drive consumers to their ecommerce sites and stores. Read More

Using Viewing Probabilities to Explore Advanced Audiences

By | clypd Blog, Research | No Comments

Because age and gender demographics have traditionally been used by the advertising industry, viewing patterns have been well established and are mostly consistent over time. With the availability of advanced audiences from a variety of data sources, more precision in reaching an audience is possible. By understanding how advanced audiences differ from traditional demographics, we stand to gain in advertising efficiency. 

As an example, a campaign for a new dog treat wants to target dog owners. The target could be created using MRI fusion data or a first-party match of a database of dog owners onto Nielsen respondents. Before creating a proposal for the campaign, clypd users could benefit from exploring how the Dog Owner segment has historically viewed – in particular, which networks and dayparts have higher audience indices for this target and are likely to be effective for ad placement. Read More

Seriously Cheesy Commercials

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As sweater weather sweeps the nation, in the food world, the focus for many shifts to comfort food. Soups, stews, roasts, and wonderfully cozy, comfy, melted cheese.

Cheese sales are at a crossroads – sales are up, overall. But sales of processed cheese are down. American cheese, made popular by Baby Boomers, is in steep decline as millennials seek nourishment from products whose ingredients are less unnatural.

Remember Kraft Singles, the bright orange, individually-wrapped plastic poster child of American cheese? Kraft Singles and Velveeta are expected to see a decline in sales this year for the fourth year in a row. Read More

clypd to Optimize TV Campaigns for Viewer Attention using TVision Data

By | clypd | No Comments

New York – October 17, 2018 – clypd, the leading audience-based sales platform for television advertising, today announced the integration of TVision attention data into its TV schedule optimization platform. The integration allows users to create TV campaigns with better attention and improved effectiveness, without needing to increase overall media budgets. TVision measures eyes-on-screen attention to every second of programming and advertising on television, resulting in person-level second-by-second attention measurement. The two companies also released a study titled “Beyond Impressions: Using Data to Improve Advertising Effectiveness,” to demonstrate how attention can be incorporated into TV campaigns.

“If viewers pay attention to commercials, they are more likely to be influenced by advertising messages and ultimately act,” said Tim Hanlon, Founder and CEO of The Vertere Group. “This integration of TVision attention data into clypd’s planning tools is a necessary step in enabling TV advertisers to reach eyeballs and avoid serving ads to an empty room.”

“Television advertising still remains among the most effective marketing channels,” said Pete Doe, Chief Research Officer at clypd. “What is critical is for the TV industry to demonstrate and improve advertising effectiveness. Optimizing campaigns for attention is an important element of that. By teaming up with TVision, we were able to create a case study that combines clypd’s optimization capability with TVision’s attention work.”

Traditionally, media has been planned on reach and frequency, but technological advancements now allow advertisers to measure and act on behavioral factors like attention. TVision attention scores can be employed seamlessly in the clypd platform, enabling the creation of campaign plans that yield more attentive viewers within the framework of existing campaign goals. Advertisers benefit from increased effectiveness and media owners gain a better understanding of the value of their inventory.

“TVision has data on what viewers truly paid attention to on TV across every single ad airing in the past three years. This historical data enables us to track trends over time and identify areas that are likely to generate high attention, yielding value to advertisers and networks, ” said Dan Schiffman, Chief Revenue Officer and Co-Founder of TVision Insights. “We know that high attention leads to business outcomes, whether that’s brand awareness, store visits, or sales. The next step is to make attention data transactional. By utilizing data showing what viewers pay attention to in clypd’s platform, marketers can optimize plans for real eyeballs, increase campaign attention and drive results.”

To download a copy of the case study, please go here.

Pumpkin Spice Sells a Latte of Goods

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It seems that every year, more fall activities creep in before Labor Day. More and more schools start early. And this year, Starbucks released the Pumpkin Spice Latte three days before Labor Day weekend, the earliest in the drink’s 15 year history.

It was 94 degrees in New York City on August 28, this year’s release date for the Pumpkin Spice Latte (aka the PSL). The temperature had no impact on Starbucks’ decision to release the seasonal drink that day. Rather, it was the money. Read More

Regression to the Mean: What is it and Why Does it Matter for TV Advertising?

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What can Magic Johnson teach us about advanced TV advertising? He has appeared in many commercials over the years (including AT&T, Coca Cola and MasterCard), but it is his sporting career that gives us important insights into how performances vary and how even hall of famers struggle to maintain the same level of results year after year. And this struggle to maintain performance applies to many things, including TV shows.

Earvin ‘Magic’ Johnson burst onto the scene in 1979, becoming the first and only rookie to win the NBA Finals MVP award. He also holds the NBA record for assists per game (APG), averaging 11.2 across his career in regular season play. When we look at his APG stats by year, we see he improved through the first few years of his career, then hit a high point, culminating in a league-leading 13.1 APG in 1983-4. Heading into 1984-5 it would have been natural to think that he might continue improving, with an APG of 14 or even 15 as the logical next step. But it didn’t happen like that: Magic performed well in the following years, but he never got above 13 again. Read More