Tag: Technology

09 Sep 2014
TV ads that know you

TV ads that know you

It turns out that I don’t watch a lot of television.

A recent study reported that the average person watches about 35 hours of television a week. So, being the resident nerd here at bloomfield knoble, I decided to track how much television I watch a week. After a couple of weeks of tracking my time – adjusting for variance to schedules and DVR viewing, I figured that I watch about 16 hours a week. At first I was pleased that I’m not watching that much TV, but my “research” revealed something interesting – it turns out that my frequency is low, but my time spent is really, really high.

TV ads that know youAs an agency, bloomfield knoble develops marketing campaigns that take into account both reach and frequency to a targeted audience. Very simply, if we want a commercial to be seen by X number of people, we have to figure how many people are watching a program at any given moment and then calculate the number of times to show the commercial in order to reach our number. But, as media planners will tell you, it’s never that easy. You have to calculate the number of people watching and then adjust for a different group of people watching and then aim for when the message will have the greatest impact and on and on and on. It’s one of those things that seems easy, but isn’t – which is why bloomfield knoble does so much media planning and buying work for clients.

Anyway – back to my viewing habits. What I discovered is that I don’t ‘scan’ television. I don’t just sit in front of the TV and flip channels. I have a few shows I really enjoy watching (The League / Archer / Mad Men / The Blacklist) that I have set up to record, but otherwise I don’t watch shows on TV. What I do watch – my achilles heel – is sports. I will binge watch sports starting with soccer in the morning and then football in the afternoons. So while my overall time spent watching television is small, the amount spent watching in a block is very high. Plotted on a bell curve, the average time spent watching TV in a single block per day is about 2.5 hours. I’m watching a block of about 7 hours. The good news for advertisers is that, when I do watch, I am engaged – meaning that I’m not walking in and out of the room nor just have the TV on for ‘background noise.’ I may be engaged with a second screen – but that’s a topic for a different day. The bad news for advertisers is that my binge watching may affect the relevancy of the ads I see.

At bloomfield knoble, we don’t want the same person to see an ad 5 times in a row (as defined by a program block), because it may not be relevant to you. If we run an ad 5 times during an event, we hope that it’s seen by 5 different people (reach) and that the ad is seen by many of those people again (frequency) at a time when it fits better within the sales cycle of the product or service we are trying to sell. So the question really becomes, how can we, as agencies, make TV ads even more targeted to reach the audience while controlling the frequency in order to maximize impact? The answer, it turns out, may be just around the corner.

According to Jacob Aron, writing in NewScientist magazine, networks are tapping into our personal data to show us tailored ads. It turns out that TV networks are increasingly using techniques borrowed from online advertising to show different ads to different people in the hope of better targeting customers. It used to be that everyone watching a channel saw the same ad at the same time, with perhaps some variation depending on your location. This week it was revealed that some US networks have started targeting people based on their voting record as political parties attempt to scoop up swing voters.

Targeted TV ads are now possible thanks to the rise of smart set-top boxes. Networks designate a particular 30-second slot as “addressable,” meaning ads can be swapped in and out, then download a collection of ads to your box in advance. When the slot comes up, the box chooses which ad to play based on your cutover profile. Networks don’t know who is watching TV at any one time, so they target households rather than individuals using publicly available data. DirecTV (which I have) offers an advertising company 200 household attributes to choose from. Unlike online, ads aren’t micro-targeted with products you have searched for (yet), because it isn’t yet feasible to tailor expensive TV ads to very small groups. Instead, networks run a maximum of 20 potential ads in one slot.

Agencies all know that targeted ads work – it’s why we love online ads so much. As companies develop new automated tools that can swap in the right ad with minimal human intervention, the price will drop, making more and more agencies interested in utilizing this type of technology. This will, without a doubt, also reignite privacy concerns. Networks do allow customers to opt-out of targeting, but they may not be aware it is happening. People just now seem to be aware of their opt-out options online and may be surprised to find they have to do it for television as well. Just one more challenge in the rapidly evolving world of advertising.


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
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Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

 

 

22 May 2014
photo

Are You Ready for Your New Twitter Profile?

bloomfield knoble helps companies make the best of changes like these.
Trying to figure out how to make the best use out of new features like Twitter’s wider header image?

On Facebook, each of your friends has most likely visited your profile page once – when trying to decide to Friend you or not. If it’s an ex, the frequency is greater – obviously in an attempt to see who you’re dating now to make sure you’ve moved on and are happy hoping to God that it’s a downgrade from themselves.

On Twitter, odds are nobody but you has ever visited your profile. But nonetheless, Twitter has updated its profile page – visually and functionally. Are you ready? You have until the mandatory switchover on May 28 to update the profile header image.

One of the things we focus on at bloomfield knoble, inc. is making sure our clients are always the prettiest girl at the dance. Keeping up with changes like this is part and parcel of that job.

Here’s what’s changed and some tips on making the most out of the new changes:

  • Larger profile photos. They’re now 400 pixels by 400 pixels, the same aspect ratio as before but with larger dimensions.
  • Customizable header image. This main image spans the browser, and users are encouraged to upload a 1500 pixel by 500 pixel image. Your current header image might fit, but the bigger scale might make it look a little fuzzy. Note that there are vast differences between how the images appear on mobile devices and desktops, so check all your devices before locking in on your image.
  • Best tweets. Your tweets with the most engagement will appear in a larger text size inside your stream.
  • Pinned tweet. You can now pin one of your favorite tweets to the top of your profile page. A very Facebook move.
  • Filtered views. When visiting someone else’s profile, you can choose how to view their tweets: tweets only, tweets plus replies, or tweets with photos or videos.
  • There’s also now a Pinterest-style grid view of your followers, who you’re following, and your visual content.

This is all a move to make what you see when you log into Twitter more visually appealing. Personally, I find the larger text for more popular tweets handy, after at first being confused by it. The new aspect ratio of the profile header seems prohibitive, but with a little effort, having a picture that works in that space is fairly stunning.

To make the most of these changes, get more visual. It’s long been known that posts with images get more Retweets, and that trend is likely to continue with this more visual redesign. Users have easier access to your visual content (if they visit your profile), so keep on being visual – photos, infographics, charts, whatever helps convey your point and stands out.

Be aware that there’s also easier access for visitors to view your Favorites. How have you been using that feature? Bookmark? The equivalent of a Facebook “Like”? A way to communicate to your followers that this is worthy of attention but not worthy of a Retweet? It seems like everyone uses it differently. Now it’s easier for others to see what you’ve favorited, so be sure you’re making the best use out of the feature.

But mainly, it’s the header image. The much wider aspect ratio completely changes how your header image is presented. As you play around with it, you’ll discover that many images that look like they’d work great (and particularly those that worked before) absolutely do not. But through trial and error you’ll find the right one.

One more fairly minor, unannounced change, is that he background image that used to appear behind your newsfeed is gone. It’s still visible in areas of your profile only accessible to you, but third party users who visit your profile no longer see that image. It will probably be phased out altogether in a future update.

If you manage a page for a business, keeping up with these changes is critical. If you’re just a personal Tweeter, hopefully this information will help you engage more friends … and finally get a RT from that celebrity you’ve been @ mentioning all these years.

At bk, we’ve helped companies ranging from mom and pop shops to Fortune 10 organizations build social presences that have shaped their business and public perception. Part of that is staying on top of trends, updates and changes in the industry.


 About The Author

jeff-carrington-headshot

Thanks to the shortening of attention spans and his inability to finish a novel (phenomena that are unrelated, he assures us), Jeff Carrington has found the perfect job for himself as director of communications and social media at bloomfield knoble. When he’s not developing social strategies for clients in 140 characters or less, he’s tweeting about dive bars and dog parks, both of which he frequents with his Spitz-Terrier mix buddy, Ben, and other random humans.
Connect With Jeff Carrington
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# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

20 Mar 2014
adobe summit 2013 photo

Adobe Summit 2014

One of the things that makes bloomfield knoble a great agency is our willingness to share ideas and be open to additional concepts. We extend our “sharing circle” to include partners and even clients and at times, other agencies. One of the best ways to share with other agencies is through conferences, like the 2014 Adobe Summit.

According to their website, agencies like bloomfield knoble will learn how to find and make the most of every marketing opportunity. Attendees will hear from leading innovators, explore the latest tools and trends, and see how companies are using Adobe Marketing Cloud to give them the insights they need, faster and smarter than ever. Whether new to digital marketing or an experienced veteran, the hands-on training, breakout sessions, keynotes, and panel discussions will give attendees valuable insights, tools, and techniques for making the most of Adobe Marketing Cloud. Attendees will learn how to create, measure, and maximize digital experiences to build brand loyalty and capture new customers. Attendees will also discuss strategies and best practices for optimizing multi-channel analytics, site conversion, audience segmentation and advertising, cross-channel campaign management, and web experience management.

Even though it’s Adobe-specific, the Summit offers a wide-range of opportunity for different types of attendees:

Analysts – Discover how Adobe Analytics can help turn Big Data into strategic insights to identify the most profitable opportunities, engage audiences with compelling content, and determine the critical inputs to achieve marketing success.

Digital Marketers – Learn marketing strategies for testing and targeting offers and experiences, ideas for management and deployment, how to leverage valuable analytics, and then how to connect the dots back to broader marketing efforts.

Developers – Adobe’s top technologists will share innovative approaches to measurement and optimization across digital marketing activities. Learn how to capture data from unique new sources in video and social, and how to use our APIs and SDKs to automate processes and leverage your data. Get hands-on experience and code assets from every session. Marketing Executives – Business’s success depends on turning data into actionable insight, building personalized experiences that elevate the brand, understanding the value of social media, and determining the ROI of your marketing spend.

Advertisers – Technology combined with data has quadrupled your advertising opportunities, but the options can be overwhelming. Learn how to spend wisely, focusing your resources on the most relevant and impactful solutions so you can get better results from advertising dollars.

Publishers – Advertisers are more sophisticated and demand more value from their publishing partners than ever before. At Summit, learn how to deliver the right message to the right audience on the right device, with less waste and better return. 

Content Managers – Discover how innovative, global companies are connecting analytics and web content management to power personalized experiences across web, mobile and social channels so they can build brand loyalty and capture new customers. 

Social Marketers – Industry gurus and Adobe’s own social marketing experts will share insights and strategies to help your company crack the code of social; stay current on trends; and get better, more measurable results.

If this isn’t reason to attend, then consider these reasons. One > Once you’ve soaked in all you can from the keynotes and breakouts, the day will be far from over. Use the evenings to meet other marketers, and enjoy big name performers have the Summit Bash. Previous Summit performers have included Maroon 5, the Killers, Lenny Kravitz, Foster the People, and the Black Keys. Two > Registration allows you to request a complimentary lift ticket for Friday’s Ski Day. (Ski rental equipment can be added during registration for a nominal fee; however there are a limited number of rental packages available).Hope to see you there.


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
twitter
facebooklinkedin_25x25youtube_25X25

# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

20 Jul 2011

A bloomfield knoble Opinion: Google+

What is the Impact of  Google+ for Businesses?

Overview:
bloomfield knoble, inc., continuously provides its clients positions and recommendations on the latest trends in social media, focusing on how best to implement those tools for their benefit.
Executive Summary:
Google+ is a social networking tool geared toward individuals making connections and communicating with each other, much like Facebook.

 

Position:

Google+, currently in invitation-only trial mode with approximately 20 million users, shows promise as a major social media destination in the future. It is bloomfield knoble, inc.’s, position that it will take at least one full year to build a user-base that can threaten Facebook’s dominant position in the market.

(more…)

25 Apr 2011

Are You Ready for Your Close Up?

Video is a great way to communicate to your target audience. A well-produced professional piece can not only convey your brand and message in an entertaining and engaging way, but it can also drive visitors to your video and brand thanks to Google’s search engines thorough indexing of YouTube videos.

At bloomfield knoble, we’ve been producing promotional and informational videos for our clients for years.

(more…)

22 Apr 2011

The Faustian Technology Bargain

From cell phones to laptops to flat screen TVs, our world is filled with electronics that help us be more productive, entertain us, and make communications quicker and easier. If you’ve read any of our other blogs on the subject, you know that the convenience our devices bring us come with a high cost in the form their toll on the environment. It’s the Faustian bargain we all live with in order to have immediate access to movies, data and music.

(more…)

18 Apr 2011

QR Codes – Practical Tool or Just More Static?

They’re starting to pop up everywhere – those little squares of black and white lines and blocks that look like static on your TV screen. Have you scanned one yet? If you haven’t, you’re in a shrinking group of smartphone users. It’s a QR (Quick-Response) Code, and they’re a quick (hence the name) way to drive consumers to your website, game, promotion, sign-up page or other mobile-oriented marketing campaign.

(more…)

16 Feb 2011

Is your website content playing its part?

Ask even the most seasoned Search Engine Optimization (SEO) specialists and they’ll tell you that the rules of the game are constantly changing. Your website is at the mercy of the search engines and their algorithms. Google, Bing, Yahoo, Ask – they all keep their cards held close to their chest as far as what, exactly, causes one website to rank higher than another in their search results. Aside from Bing looking at what Google’s results give in order to augment their own results, nobody really knows the rules of the game.

But one thing that is clear is that your website content, i.e., the words on the page and behind the scenes (metatags, titles, captions, etc.) play an important role. Besides helping you rank higher in the organic search results, the words on the page are also crucial in influencing the people who actually wind up on your page – however they wound up there.
(more…)

17 Jan 2011

bloomfield knoble Green Roundup

At bloomfield knoble, we are passionate about the environment. It’s been said a thousand different ways, but we live in this world, so why not try to make it a better place, right? The problem is, it takes time and effort (and sometimes money) to truly “be green.”

That may be changing. We’re not there yet, but a tipping point is coming when the public consciousness, corporate attention and cheaper, more effective technology will converge to allow us to live with an increasing level of convenience, but with a decreasing impact on the world. (more…)