Wednesday, December 4, 2013

"You Can't Sell Dove on Horseback" - David Ogilvy & Why Context Matters

"You can't sell Dove on horseback" was David Ogilvy's response to the media pitch from Have Gun, Will Travel when they wanted a large consumer products advertisers to buy ad spots on the most popular TV show at the time. 

He knew that context matters and although Have Gun, Will Travel would give Dove the scale to reach the mass audience that it needed to reach, that the results of associating the brand in an inappropriate context would not generate the results he needed. 

Today's digital advertising world is filled with audience extension, networks, DSPs, SSPs, Marketplaces and Exchanges that all chase after eyeballs. With all of the technology and data targeting we employ we still get abysmal results. Maybe we need to take another look at where our ads are being shown. Maybe premium brands should live alongside premium content. 

Take a look at how Lincoln leverages their media spend on the New York Times by integrating with the site and delivering their advertising message. Click on Lincoln's ad in either the ears along the masthead or on the 300x600 and see how the New York Times adds value to their brand.  
When working tirelessly to maximize the ROI of your digital ad spend, reaching your desired eyeballs in the right context can make a tremendous amount of difference. 

This is just one example of the custom and unique capabilities CheckM8 provides as a rich media technology vendor to our media, agency and brand clients. 

Eric Low
Business Development, Advertiser Solutions
Email: eric@checkm8.com
Phone: 212.268.2948
Twitter: @EricLow

LinkedIn: www.linkedin.com/in/elow228



Tuesday, December 3, 2013

Guaranteed In Page Video Ad Views

Great way to deliver Video Ads to an engaged audience and know that it is being viewed and for how long.


As you read the article and scroll down:

  • Video appears within article content when you reach that portion of the page
  • Impressions are only counted when the video starts playing - no impressions wasted
  • Sound can initiate upon mouse over
  • Continue to scroll and the video pauses once out of view
  • Scroll back into view and video resumes
  • Total view time recorded and available in reports
  • Video is only being shown to engaged audience who are actively reading page content


This is just one example of the custom and unique capabilities CheckM8 provides as a rich media technology vendor to our media, agency and brand clients. 

Eric Low

Business Development, Advertiser Solutions
eric@checkm8.com
212.268.2948

Monday, December 2, 2013

Increasing Sales With A Wish List

On your desktop, go to: http://goo.gl/WpLeWq and take a look at the David Yurman 300x600 on the right side of the page. 


  • Mousing over the ad initiates expansion
  • Consumers are free to cycle through the product gallery and add their favorite jewelry to an emailable Wish List.
  • Clicking on any item brings consumers to product information on the brand's web site
  • When you are done adding items, Share your Wish List by email without ever leaving the content site.

These interactions are just some of the custom and unique capabilities CheckM8 provides as a rich media technology vendor to our media, agency and brand clients. 

Eric Low
Business Development, Advertiser Solutions
eric@checkm8.com
646.504.8087


Friday, October 25, 2013

Why You Must Fail

"Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure."

The following was from an email by Mark Divine who wrote the Unbeatable Mind and runs SealFit. I hope that you look into his work. 

This piece means a lot to me and I wanted to post it on a blog so that I never lose it in my inbox.

********

I leaped into the dark abyss. Wind whipped by me, and the velocity of my jump picked up. With my eyes popping out of my head and a joker smile, I managed one thought: "this is either going to turn out really cool, or really shitty."
 
Many things came easy to me early on - sports, academics, girls. But jumping out of an airplane, well that one was new. On that first jump, it hit me: I'd been taking the easy road with my life. My soul challenged me to step up and strike out. I was simply not satisfied with sitting idly by as my growth stalled and stagnation set in. I was twenty-five, and too young to live a life of quiet desperation. 
 
Yes I was living the American dream, and was capable and successful in the eyes of most. Yet I was stuck in a rut already. I hadn't learned yet that every human must challenge themselves in a manner proportionate with their capabilities. The more capable you are as a person, the bigger the challenge you must bring to yourself. Otherwise, things come easy, complacency sets in and you regress. Ugh.
 
You see, failure is not an option, it is an imperative. Jumping into the abyss teaches you so many things about yourself regardless of whether it turns out really good or really shitty. But if you don't jump, you don't learn, or grow. You slide further into the oblivion of safety, security and stagnation. 
 
With failure comes pain. With pain comes emotional awareness and spiritual depth. Pain is not "weakness leaving your body," but the key to a hidden door. That door is the passageway to your natural wellspring of internal strength. It is not the punishment of the lash in my youth, or the 1,000 burpees at BUD/s that was my teacher. No, it was the pain associated with my screw ups that earned the punishment.
 
William Henley's words ring through to me now: "It matters not  how straight the gate, nor how charged with punishment the scroll, I am the Master of my fate, I am the Captain of my soul." Risking failure and learning to embrace it as our teacher, keeps us in the Captain's chair of our souls.
 
So don't settle for easy street - take the risk. Learn to fail. Jump into the darkness of the unknown and experience glorious, loud, messy and abysmal failure. Then thank it for being your teacher and try again. And again.
 
Hooyah!

Thursday, September 12, 2013

Ad Tech Innovation Drought Coming - IPOs, Mergers & Investment Activity

Every week it seems that we see another headline regarding an IPO (Tremor, RocketFuel, etc.) or a merger/acquisition (AOL & Adap.tv, Twitter & MoPub). Combine this with a recent analysis on ad tech investing (http://reactionwheel.blogspot.com/2013/09/adtech-investing-activity.html?spref=tw&m=1) by Jerry Neumann (@ganeumann) and you will see that the coffers are dry. Either you are profitable and can fund yourself or you had better look for an exit to someone who can.

Anecdotally,  I have recently been cleaning out promo materials and lead lists from digital media conferences several years past. What I noticed was that none of the sponsors have gone o
ut of business. With all of these players fighting for dollars and the natural lifecycle of new technology companies where some make it and some don't, shouldn't some of these guys be dead by now? I expect that is what is about to unfold.

Going forward I think that this signals an unhealthy ad tech market and a coming crash in the speed of innovation. Looks like the big buyers of ad tech may be satisfied with how much they have innovated over the past several years and are ready to pause and digest all of their new capabilities. This gives time for more traditional advertisers to catch up to what they can now do and use it more, making the technology in place much more valuable. 

What I see over the next 2 - 3 years is that companies are either going to be:



With the lack of investment funding, the startup/innovation is going to stall. Acquisitions and consolidation will put talent into the market thereby leading to lower operational costs for new companies. 

I predict a new growth cycle to begin starting in 2016 due to a shift toward business friendly and pro growth policies from our government & a change in demographics where millennials are earning more and spending more as they enter the family formation point of their consumption lifecycle. Demographics and their effect on our economy is best saved for another blog post but let me just share that I believe that Harry Dent knows what he is talking about.

Tuesday, September 10, 2013

IAB & 212NYC Measurement 101 Panel notes - 9/9/2013

A panel discussion organized and hosted by 212 NYC Interactive Advertising & IAB. Panelits included:

  • Christina Beaumier (Vice President, Product Development at Xaxis)
  • Charles Dreas (Senior Vice President, Media Analytics)
  • Eric Franchi (Co-Founder of Undertone)
  • Adam Gerber (VP Sales Development & Marketing, ABC Television)

These are my notes and are not intended to be accurate or comprehensive.

  • Measurement for advertisers is about how impressions and exposure leads to sales. Branding, GRPs and not clicks.

  • Measurement for pubs/media companies is about defining the audience and guaranteeing delivery. Its not about performance.

  • Consistent data. There is no standard. Does one data company define Auto Intenders or New Moms the same as another? How often is the data refreshed? In this case, performance matters as the best data will deliver the best results (everything else being equal).

  • Viewability has not been defined across the industry. Another metric advertisers are asked to buy against. How do we know when someone really saw the ad? How long should they be exposed to it? What clutter surrounds it?

  • Anecdotally, for younger kids TV viewing is considered on iPad and On Demand. These are time shifting behaviors and these kids will not be moving back to linear TV programming.

See more at: http://212nyc.org/events/event-detail/2013/08/09/digital-measurement-101#sthash.b8uqNUJx.dpuf