May 15, 2018

clypd Granted Patent for Demand Target Detection

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. […]
February 27, 2018

The Amazing Race of Forecast Models

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 […]
September 21, 2017

Taking Targeted Linear to a New Octave

When we started clypd in 2012, we were one of a very small group of companies singing the dream for data-driven, audience-optimized TV ad sales. We […]
May 16, 2017

Jingsong Cui on Forecasting in the Television Industry

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 […]
March 9, 2017

58 Years Ago, Barbie Changed Little Girls’ Lives Forever

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.
March 9, 2017

Google Bumps TV/Video on its Axis with YouTube TV: Part 2

Television advertising remains the most powerful branding vehicle as there is no better way to realize the reach of that medium. Digital advertising, while lacking the same reach does provide opportunity for specific targeting, granular measurement, ad unit customization and interactivity. The lean-back environment of the television viewer does not necessarily lend itself for an interactive ad experience, but the digital delivery of YouTube TV does allow for ads customized on the viewer’s audience characteristics or on their behavior. The initial carriage agreements provide YouTube with ad sales rights for the inventory which otherwise would have been earmarked for local advertising by the MVPD. There is also an undisclosed revenue share between YouTube and the content owner for those YouTube-sold ads. There will likely be further coordination between these parties involving addressable ad targeting for the content owner and bartering of ad inventory.
February 9, 2017

Tom Brady, MVP On and Off the Field

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.
February 2, 2017

This is SportsCenter

As I read the news this week that Wieden and Kennedy and ESPN were parting ways after a 25 year partnership, I kept thinking, “follow me, follow me to freedom”. W+K was responsible for the long running “This is SportsCenter” campaign, among other great work for ESPN. The campaign, which began in 1994, mixed sports, celebrity, and a behind-the-scenes look at the high-rated sports news program. “Follow me to freedom” comes from one of my favorite spots in the campaign. In this spot, SportsCenter’s production team engages in a Y2K test. Things don’t go well, and in seconds, alarms sound, the lights go out, athletes loot the place. Mark McGwire takes a baseball bat to a computer. Jonathan, the University of Connecticut mascot, a dog, absconds with some awards. The show’s announcers read highlights by candlelight.
December 8, 2016

Jolly Green Giant: $754 Million Dollar Man

As happens in December, there is a buzz around the return of a certain mythical figure, able to stop children in their tracks, bring adults to attention, and known to bellow “Ho Ho Ho”. This time around though, it’s not a man in red with a white beard. This one is green. He is currently on a cross-country road trip and his goal is to change children’s behavior and maybe some grown ups’ habits too.