A Little R-E-S-P-E-C-T for Aretha, the Commercial Performer

By | clypd Blog, Throwback Thursdays | No Comments

Few people have the depth and breadth in their career in commercials to have appeared in ads for cars and gasoline, candy bars, a credit card, an internet service provider, for McDonalds and Pizza Hut, and for both Coke and Pepsi. When Aretha Franklin died earlier this month, she left behind not just a legacy in music, but one in advertising as well.

Aretha was, in fact, involved in a pioneering effort in advertising on the radio. One of her first appearances, a 1969 radio ad for Coca-Cola, was a part of their “Things Go Better with Coke” campaign. Read More

Maximizing Reach in Linear TV, or How to Choose the Location of a New Coffee Shop

By | clypd Blog, Research | No Comments

As audience-based linear TV campaigns become more common, we are seeing that the default goal of campaign optimization is shifting from maximizing advanced target impressions to maximizing advanced target reach (or at least, to have more control over it). Therefore, it is important to understand what reach optimization really is, why it is a difficult computational problem, and what approaches can be taken to approximate a solution in a timely fashion. In this post, I focus on the problem itself. Later on, I will focus on solution approaches.

The way we approach problems in life is informed by our past experiences. In my case, my take on the reach optimization problem starts with what happened at the beginning of the 2013-2014 academic year at the University of Delaware. I was a postdoctoral researcher there at the time, and all the community including faculty, staff, and students were very excited. Our excitement was not due to the return to classes, or because we would see friends again. We were excited because a Starbucks coffee shop had opened on campus! Read More

Jerry Seinfeld Brings Back Classic ‘Think Small’ VW Campaign

By | clypd Blog, Throwback Thursdays | No Comments

The print ad for the new season of Jerry Seinfeld’s Comedians in Cars Getting Coffee caught my eye earlier this week. It took me back to Doyle Dane Bernbach’s iconic “Think Small” campaign.

My father, Tom Yobage, was a creative director at Doyle Dane Bernbach, and worked with Helmut Krone and many of the legends who created the campaign. I remember being a little kid, going to work with my dad a few times a year, seeing the ads on poster board around his office.

“Think Small” was one of the most famous ads in Doyle Dane Bernbach’s VW Beetle campaign in the early 1960s. Art director Helmut Krone and copywriter Julian Koenig teamed up to create what Ad Age deemed, in 1999, the #1 campaign of the previous 100 years. Read More

ALF, Numb3rs, MacGyver, Misfits: Meet Our New Engineering Teams

By | clypd Blog, Throwback Thursdays | No Comments

For the last several years, clypd’s Engineering teams have been named after colors. The theme incorporates the red, green, and blue inputs of an RCA component cord, and is also found on clypd logo. We have had to deviate once or twice to add a new hue, like when our team in India grew, and took the name Team Indigo. And when our Data Science team chose Maize, thanks to a passionate University of Michigan grad. Recently, we decided it was time to change up the names.

What does a company with TV in our DNA do in a case like this? A company that works with national broadcast and cable networks, whose office is decorated with film reels, and old TV sets from the 1970s and 1980s? We named the teams after TV shows, of course! Read More

Prince Harry: Still America’s Favorite Royal Prince

By | clypd Blog, Throwback Thursdays | No Comments

I am a regular viewer of ‘The Royals’ on E! and recently binged seasons one and two of ‘The Crown’ on Netflix. In elementary school, my friends and I woke up one morning at dawn to watch Lady Diana marry Prince Charles. I also sat glued to the coverage of her funeral a few years later. Given that viewing history, perhaps it’s no surprise that I also woke up silly early a few weekends ago to watch the Royal Wedding. But could my viewing be so on trend as to account for the other 29.2 million people who tuned in?

By any measure, airing something that 29.2 million Americans (according to Nielsen), want to watch – on a Saturday morning at 7am Eastern – is impressive. Sure, the wedding’s numbers were dwarfed by the Super Bowl (103 million) but it was watched by more viewers than the Oscars (26 million) and it did double the season finale of one of last year’s highest-rated shows, the viewing phenom “Game of Thrones” (12 million). Read More

clypd Granted Patent for Demand Target Detection

By | clypd Blog, clypd in the News, Industry Chatter, Technology | No Comments

Today, clypd was granted a new patent (9,973,794: “Demand Target Detection”), an invention for inferring the intended target audience of an advertiser’s requested TV media plan.

We are thrilled to have secured this patent soon after our patent for cross-platform targeting, as it contributes to our continued success in inventing and building innovative solutions to address the changes happening in the media and advertising works. Read More

Cinco de Mayo: More than a Reason to Drink Corona

By | clypd Blog, Throwback Thursdays | No Comments

Cinco de Mayo is around the corner and you are likely to be one of many who have a few Coronas to mark the occasion. Cinco de Mayo commemorates the Mexican Army’s victory over the French at the Battle of Puebla in 1862 (not Mexican Independence Day, as many in the US still believe).

In the States, Cinco de Mayo has become a retail pillar for many brands. In 2014, Cinco de Mayo took the mantle as the biggest drinking day of the year outside of the winter holidays, and one of the top five drinking holidays in general, based on consumption. In 2013, over $600M dollars’ worth of beer was sold, more than is sold on St. Patrick’s Day or Super Bowl Sunday. And most of the beer sold on May 5 is imported from Mexico, allowing Mexican import beer to prosper among US beer drinkers. In fact, its growth is second only to the growth of American craft beer. Read More

Sugar-Coating Easter with Lots of Peanut Butter and Chocolate

By | clypd Blog, Throwback Thursdays | No Comments

Easter eggs come in all sorts of sizes, and of course, colors. My favorites are the ones that are chocolate on the outside and peanut butter on the inside. And it turns out I am not alone, with the first and fourth best-selling Easter candies being Reese’s and Hershey’s chocolate covered peanut butter eggs.

Typically, Halloween is the holiday associated with candy. However, the week before Easter actually beats out the one leading up to Halloween as the most lucrative week of the year for candy retailers. Read More

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