Comscore Brings Game-Changing Service to Help Measure OTT Content

ComScore_BlogMemes1_MAY17Just days ago, Comscore announced their own brand of OTT Intelligence, which is a syndicated service that will measure the raw data on how many households are using Over-The-Top content on their televisions. Now that this consumer behavior is able to be measured a bit more formally, it is important to realize what a growing segment of the cross-platform TV viewing landscape is claimed by streaming platforms and beyond. Netflix is the heaviest hitter in this club, but when you get right down to devices such as streaming boxes and sticks, smart TV’s, and gaming consoles, the measurement of viewership has always been tricky.

Even though so many have claimed as of late that they have “cut the cord”, the black box has been one of the predominant ways that people view content. Even with the advent of DVR’s some years ago, many nationwide have been tapping their feet when it comes to cable TV. The wide world of sports is one where viewers have felt that cable is a viable choice, especially when it comes to baseball and hockey. Amazon, Hulu, and YouTube are other providers that are the majority of how many consumers get content, and the measurements available will be able to shed light on frequency and loyalty. Household reach, audience size, and other very important usage metrics will all be able to be measured with this new medium.

ComScore’s Total Home Panel is the platform that was designed to measure the ways in which cross-platform media is consumed. After taking a close, hard look at this data, many will study it the same way that they study the fruitful potential of boosted Facebook posts. Measuring audiences has long been a powerful metric, but in times such as these where the digital playing field has widened and narrowed all at once, it has become crucial. Predicting just what the consumer will want to watch has incited the investment of millions, but monitoring what they already are is very reliable data in any product-peddler’s realm.ComScore_BlogMemes2_MAY17

This type of measurement will be beneficial for those wanting to run pay-per-click campaigns, see which homes are choosing to not be hardwired to cable, and have an all-around analysis of where people are watching the shows they love to wind down to. The pay-per-click and other types of revenue driving activities do focus more on the YouTube traffic, but seeing just how many are glued to Netflix is going to be beneficial for anyone from a car brand, perfume, shoe manufacturer, or even ride share services. Last January, comScore completed its merger with Rentrak Corporation, and this helped blaze the path for a service that hones in on valuable demographic components. Monetizing who is watching is going to become even more important in the very near future, and this is going to be one major tool to watch as far as productivity and risk vs. reward.

 

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Posted in Ad Technology Analytics Digital trends Television by Support Farfetched. Comments Off on Comscore Brings Game-Changing Service to Help Measure OTT Content

Quick Hits: The Difference Between First-Party Data and Third-Party Data

Whether its lead generation or purchase orders online, the data you collect are important and incredibly valuable not just for your marketing department but your entire business. Data can be collected in many different ways and from many different sources.

Most data are broken down into two categories: first-party and third-party. Both can be worth there gigabytes in gold if used properly. In the past, Farfetched Studios has explained why this data are important. But how exactly are these types of data defined?

First-party data

FFS_PartyData_BLOG_IMGYou know it, and you love it. The “know it” part is actually important to first-party data. The first-party in this case is the publisher.

With first-party data, you know where it was collected, what the data are and, more often than not, when it came through. According to AdMonsters, first-party data can be collected with http cookies using home-made pixels; pixels from SSPs, DSPs or data services providers; or a pixel from an integrated data management platform.

First-party data are also gathered from any customer relationship management (CRM) software or even offline data. As leads and potential customers fill out online forms, your data batch grows as well. Making sure that your lead forms are appealing and active will help make the difference.

With those lead forms come great responsibility. With potential customers giving important information such as email addresses, they will want something in return, such as newsletters or even purchase orders.

Third-party data

While first-party data is more of a hands-on approach that may be collecting data one at a time, third-party data are similar to the big-box stores. With third-party data, you purchase this data in bulk and is much less exclusive.

However, the demographics and search interests are more refined. While your first-party data generally waits for whoever wants to give it, third-party data might be only from males age 25 to 49 who like pickup trucks. Yet you might not know how fresh the third-party data are. It could be helpful for campaigns geared toward certain demographics. Monitoring these data is key.

We could go on for days about all the types of data, but we hope this quick post gives you a simple understanding. The next time you hear first-party or third-party, now you’ll know!

To learn about how we can effectively manage your first-party AND third-party data, contact Farfetched Studios, a St. Louis marketing agency, online!

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Posted in CRM by Tim Doty. Comments Off on Quick Hits: The Difference Between First-Party Data and Third-Party Data

Digital Ad Spending May Not Reflect Consumer Media Habits

As potential customers multitask, ad budgets are still struggling to catch up to more digital means

The continued rapid rise of digital media is no secret, but some companies’ ad budgets are still pouring more into traditional media. A recent study from Yahoo entitled “A Day in the Life of a Media Consumer” divulged some insight in the changing media consumption habits of consumers.

For those businesses seeking a boost in the marketing department, this study may come as an eye-opener or even a wake-up call. First of all, the study revealed that smartphone ads are more likely to illicit an emotional response more often that TV. This response helps consumers retain information and are possibly more likely to remember the advertisement. Whether it’s pre-roll or banner ads, your business may have better staying power on a smartphone than a TV these days.

FFS_DigitalMedia_BLOG_IMGPeople are more likely to multitask while watching TV according to the Yahoo study. Think about when you sit down to relax and watch TV. Are you on another device at the same time — Laptop, desktop, smartphone, tablet? Nearly 60 percent of consumers surveyed said they use a laptop while watching TV. The TV and smartphone combo came in second at 24 percent.

Primetime (usually 8-10 p.m. EST or 7-9 p.m. CST and PST) has seen an increase in the number of device switches, e.g. using a smartphone during TV commercials. The average consumer surveyed will switch nine times per hour during prime TV hours. In fact, 57 percent of TV watchers switch to another device when an ad appears.

With all this new information, what’s your business’ digital marketing budget looking like? Are you still pouring a large amount into TV or radio? You wouldn’t be alone. According to eMarketer, consumers spent 47.3 percent of their time in digital media versus 36 for TV. However, companies are still pushing budgets toward TV/traditional with an average of 40.5 percent against 33.8 percent digital.

If you’d like to see what a difference a digital marketing approach can make for your business, let Farfetched Studios, a St. Louis-area marketing firm, help you out! We’ll give your business a top-to-bottom evaluation of your website, marketing tool and more to see how we can give you the edge and stand out from the competition!

To learn more or to request an evaluation, contact Farfetched Studios today!

Data Integration Key to Ad Agency Survival in Mobile Age

Finding relevant ways to engage with consumers now important part of insights in clients’ media presence

Adapt to survive — it’s a cliche, but it definitely holds true in the mobile age’s marketing realm. When a client realizes that mobile apps or ads are more effective at gaining conversions than desktop ads or radio spots, that client will naturally want to shift their focus to what works.

FFS_ValuableData_BLOG_IMGIn turn, this keeps an advertising agency on its heels. Instead of an ad agency specializing in just traditional media ads while another deals with only the digital portion, successful ad agencies are honing skills in all facets of advertising. It’s a way for not only the agency to survive but also for the agencies’ businesses to thrive.

With more and more potential customers using mobile devices than desktops, mobile is not just another medium of advertising — it’s becoming the medium for many businesses or at least the first option.

Staying on top of the latest advancements in advertising technology is what Farfetched Studios is all about. If your business is looking to stand out from the crowd on both mobile and desktop but also gain an edge in traditional media, we’re your answer!

Media planning is a service that Farfetched Studios also offers. Insight into HOW adds attract customers, what works and what doesn’t and if any ads will appeal to other demographics helps us plan accordingly to save you money (and make you money).

“Leading agencies are increasingly gaining insight into all the publishers — not just run of network — and the types of audiences each has,” Leo Giel wrote in an AdAge article. “They’re understanding purchase value, lifetime value and a broad range of engagement metrics in order to qualify the value of specific customers.”

What Farfetched Studios can do with this precious data is use it to our and your advantage. Specific email campaigns, better retargeting on desktop and mobile devices and direct mail can all work synchronously to better drive sales.

If you want to better utilize your marketing data in the mobile age, contact Farfetched Studios today for an evaluation of your current strategies and how we can help you gain the edge and stand out from the competition!

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Posted in mobile marketing Target marketing by Tim Doty. Comments Off on Data Integration Key to Ad Agency Survival in Mobile Age

Instagram Ads Now Available Through Facebook

Look at what we’ve stumbled upon while setting up Facebook ads for our clients.Screen Shot 2015-11-17-2

 

See that nice little blue “new” button? See what it’s next to? That says Instagram.

Since Facebook purchased Instagram for $100 million, many in the advertising and marketing world have been wondering how to put ads across both platforms. It only seemed like a matter of time, but now the cohesion is here.

Instagram has more than 400 million active users monthly (VentureBeat), and 9 out of 10 Instagram video shares happen on Facebook according to LinkedIn. The ad interfaces on Facebook will allow advertisers to purchase carousel ads on a self-service basis. As social media become a more utilized part of our lives, the potential for marketing and advertising has grown as well on each of these platforms.

With numbers such as these, the possibilities are endless. As most of the users are of the teenage or early 20s demographic, products geared toward this demographic will find a leg up on the competition.

Carousel ads are a great way to showcase some of the highlights of your company, brand or product. With multiple images, it’s similar to a slideshow. Know the four best images that would sum up your company or appeal to your targets? The carousel and Instagram ads through Facebook can help deliver ads to those who are more likely to click and complete a conversion.

If you think your business can benefit from Facebook and/or Instagram ads, contact Farfetched Studios today! We can evaluate your current marketing strategies and let you know how we can help make your stand out from the crowd.

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Posted in social media Target marketing by Tim Doty. Comments Off on Instagram Ads Now Available Through Facebook

When a Traditional Marketing Agency Tries to Go Digital

Experience with both digital and traditional media essential in today’s marketing world

This week we wanted to explore what happens when a marketing agency stooped in traditional measures takes a crack at digital marketing. Take a look at the image below, particularly the right side highlighted in a red square.

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Notice anything? If you don’t, we don’t blame you. It seems there should be a display ad that a company has spent valuable money on, and what resulted is … not much.

Sometimes a traditional marketing agency rooted in specializing in traditional media will take a crack at the digital side with little-to-no experience in digital ads. The outcome is what you see in the image. Instead of a nice link title, appealing image and helpful description, your money turns into, well, this.

Experience with not only social media ads but also other digital media ads is an important part of what Farfetched Studios can offer its clients. With us, we’ll make sure the above image doesn’t happen to your budget. Make sure your digital and social ads are seen with Farfetched Studios!

And if you still want to go the traditional media route with radio and TV, we are more than happy to help you with that too! Contact us today for an evaluation of your business’s current marketing strategy, website and more!

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Posted in Consulting social media by Tim Doty. Comments Off on When a Traditional Marketing Agency Tries to Go Digital

Businesses Can Find Positive Results with Proper Social Media Strategy

Studies, first-hand experience find that social media can help drive sales if used properly

This may come as a “no duh” moment, but social media can become an integral part of your company’s business’ marketing strategy. However, when used properly, social media have been seen as ways to boost sales and better customer interaction according to an article by AdAge.

Your business’ image and use of social media can, in fact, affect your sales numbers. Findings from Shawn O’Neal, vice president of marketing analytics for Unilever, indicated that social do increase sales. For a major company such as Unilever which sells products in stores all over the world, the strategy for social media would be very different than a local salon.

FFS_SOCIAL)BLOGIMG_SEP15For larger corporations, social media can be a means of communication between customers and the company. While a large firm such as Unilever may not be able to answer every complaint from every customer, Facebook pages and Twitter accounts can be a good form of answering questions and listening to comments in a more concise and quick manner.

But what about smaller or independent companies that don’t sell all over the world? How should they use social media? Believe it or not, the strategy isn’t too much different than what billion-dollar corporations would use it for.

Let’s take the example of a local salon versus Unilever. Unilever uses social media to help drive sales, answer customer questions and promote the brand. While a local salon or barber shop may use the same strategy, they can take it a step further by holding contests, promoting discounts or specials and taking photos of people after a great haircut. They could also use Instagram to encourage people to take selfies using their products to help drive positive awareness of the salon.

The same concepts could apply to any industry: automotive, banking, construction, culinary and more! Taking tips and cues from what major corporations are doing right on social media can help drive your company’s sales as well. Is your national car brand changing up social creative for this month’s deals? Maybe it is time to re-examine creative for your local dealership as well. Posting photos of happy customers who have bought new cars and trucks will not only boost the positive sides of your dealer but also puts “Hey, I want to be that happy with my new car purchase too!” in the heads of potential customers.

Whatever your business serves, your social media presence needs to be part of your marketing strategy. For an evaluation of your current social media or for social media packages, contact Farfetched Studios today!

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Posted in CRM social media by Tim Doty. Comments Off on Businesses Can Find Positive Results with Proper Social Media Strategy

Programmatic Video Buying Predictions Slowly Becoming Reality

Video ad budgets devoted to programmatic buying increased by more than 60 percent this year

Programmatic video buying becomes more and more utilized each month, and the money ad agencies spend on it is starting to reflect those numbers. The total number of video ads purchased programmatically has soared 62 percent since March 2014 according to Turn research.

Three-quarters of ad agencies in both the United States and the United Kingdom were accounting for at least part of their video ad budget toward programmatic buying. In the U.S., almost 8 percent of agencies surveyed budgeted anywhere from 81 to 100 percent of their spending on programmatic video buying.

What exactly is programmatic video buying?

FFS_Programmatic Video_SEP15So if so many ad agencies are into programmatic video buying, what exactly are they clamoring for? Because of its complexity, it’s not easy to define it in one sentence. Maggie Jones of BrightRoll said that impressions in programmatic buying are bought automatically and are “evaluated individually, rather than in large blocks.”

Ads can be specifically bought on the fly and put in front of customers that matter. The data from the viewers that can be collected on programmatic buying is richer and more customized than traditional buying, say for TV stations. Jones said there are three key aspects that separate programmatic buying from traditional buying: automation through software, individually-evaluated impressions and data usage.

This change in programmatic buying also affects TV as more firms are leaving television and hitting up Internet pre-roll, etc. It seems that getting your business’ message out there require more digital buying.

What are your opinions on programmatic buying? Do you think your business could benefit from it? Contact Farfetched Studios today for an evaluation of your current marketing strategies and proposal.

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Posted in Ad Technology Digital trends Programmatic buying Television by Tim Doty. Comments Off on Programmatic Video Buying Predictions Slowly Becoming Reality

St. Louis Marketing Agency Hiring Graphic Designer for Increasing Workload

Farfetched Studios continues to experience growth as we provide specific and personal marketing strategies for our clients around the country. With our growing client base, Farfetched Studios is seeking applications for a diligent, capable and passionate graphic designer who works well with a quick turn-around time.

Farfetched Studios has a ton of artwork every month that needs quick turn-around within the first one to 10 days of the month. If you are fresh out of art school and need some experience, you will get it quickly at our St. Louis marketing agency. Freelancers are encouraged to apply as well.

We work on everything from print, wraps, web banners, billboards, posters and much more. When you aren’t working on artwork, we will have plenty of other agency work that you can help with. Proficiency in Adobe suite (InDesign, Illustrator, Photoshop, etc.) is a must, and video editing experience is definitely a plus.

Marketing/personal assistant hiring in St. Louis

Farfetched Studios is also looking for part-time help as a jack-of-all-trades type. This position is great for students working toward a marketing degree or who have just graduated with a marketing degree. Duties will range from monthly reporting, proofing, office organization and filing, daily checklists or client checklists, website management on a basic level and social media management.

Writing skills are a plus as well.

Please fill out an employment application for Farfetched Studios as soon as possible to send in a resume for these positions. We look forward to speaking with you and finding the right fit for our growing marketing agency!

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Posted in Uncategorized by Tim Doty. Comments Off on St. Louis Marketing Agency Hiring Graphic Designer for Increasing Workload

Beacon Technology Represents Hyper-localized Targeting for Customers

On-the-spot targeting puts pertinent information in customers’ hands at the right time, right place

Last week discussed geo-fencing technology and how it can positively impact businesses by delivering specials and offers when they approach the business or even a competitor’s location. However, we can now take this a step further when talking about car dealerships and their customers with available beacons in location targeting technology.

With beacon technology, customers can receive important and relevant information to their smartphones when they approach a new vehicle in a showroom. Delivering information as soon as possible to the customer could help make or break a sale.

How beacon technology works

Similar to geo-fencing, beacons work with GPS signals, an app and Bluetooth. A Bluetooth Low Energy (BLE) signal communicates with smart devices in a micro-proximity. Customers who have GPS enabled and have downloaded a special app can receive information on the vehicle, special offers and more right to their smartphone.

FFS_MicroProximity_BLOG_IMGOne way to better explain the importance of beacon technology is offline-online-offline. First, a customer approaches a physical location. Then, a digital offer is made or digital information is presented to the customer. If all goes according to plan, the result should be an offline purchase, hopefully at the dealership that day.

Beacon technology manages to combine offline and online interactions, a concept businesses have strived for since the Internet became such a major part of commerce. It’s yet another way to customize content and gear it toward specific customers.

More than automotive potential

While beacon technology engages with customers in a dealership showroom, it’s not just the motorheads who can have all the fun. Beacon technology is a great way to boost business at grocery stores. With the micro-proximity, you can put a special on a particular item right in the hands of your customers to help influence the purchase. Then at the checkout counter, the phone can be scanned for the offer. This is a great example of the offline-online-offline model.

Retail stores, restaurants and amusement parks are other venues that can take advantage of beacon alerts. Malls are a great opportunity as well as you can ping someone who walks by a store that’s having a gigantic sale.

The beacon alerts are just another way businesses can utilize today’s emerging technology. While it is not a replacement for old-fashioned salespeople and associates, the tools of geo-fencing and beacon alerts can help bridge a gap in sales and customer retention.

To get beacon alerts for your business, contact Farfetched Studios today!