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Toyota just signed on as a global partner with the International Paralympic Committee this week - the smart brands are recognizing there is a tremendous opportunity in Adaptive Sports. The key is to treat it like sports and activate the brand just like you would around any other sports property. Be concious of who the audience is, but don't talk down to them because the program is a nonprofit or the athletes have disabilities. These are athletes, and the fans love to watch them compete - no different than anything else in sports. Watch out, because 2016 is going to be the year that Adaptive Sports establishes itself as part of the global sports business landscape. Long overdue.
Well, not sure I'd compare it to supporting Carson or Trump, because the stakes are far, far, far lower, and I do think that increased adoptoin of ad blockers will be a good thing, can't say that about ther other. But certianly apperciate you furthering the conversation.
Nick, if you'd played Rance Howard in Man Who Shot Liberty Valance, John Wayne would have called you 'pilgrim' 72 times.
Right, David, just getting a bit more complex to do so.
Eric Madison -- You say "Advertising budgets focus. . . on things that have no value . . . like clicks, CPC and CTR." Are you saying we can't directly connect those things to sales, so they're not truly valuable? Aren't they the only proxy measures we actually have for assessing the effectiveness of our online advertising? What else can we use?i would like to discourage my clients from using those proxy measures, but I know they'd insist I point to better measures. They know that prospects move down the funnel to become customers, but they don't know how to measure top-of-funnel effectiveness. They only know how to monitor whether they're getting website traffic and leads. What else an we do? Are you saying viewability is just part of a larger problem of identifying significant metrics for online advertising? Can you point me toward better metrics?
. . . mainly because 2016 is a presidential election year and there will be a lot of awful-ness I won't want to miss. I hate to say I want to see the political ads or insipid commentarty, but I sorta have to.
That's what I think too, but i'm going to try it. Thanks for the advice, though....PJ
As always, it's the same formula for success ... the marketer that communicates best AND provides real value will inspire participation (download and app use) and sales.
Spot on, each frame like a perfected choreograhed ballet.
I couldn't do it, and neither can you, but that's not the point. Yes, my wife and I are addicted to enough cable channels that no amount of strategy could keep us happy cutting the cord. But younger people? Yes, they could adjust if their habits are not yet ingrained. The cord-nevers have it easy. And my friends well-outside the media biz have already described how they cut the cable. They just watch Netflix and Hulu and broadcast. For me, impossible, not enough. For you, also unlikely. But for many people, no problem.
I should say it raises privacy concerns! Sounds human ears cannot hear but technology (brands) can? CREEPY!
Just whe does this start getting "creepy"? I understand the convenience, time savings etc. And anticipating my needs sounds very nice and something I'm already expecting from Amazon and eBay, but at what point is the all knowing brand companion just an invasion of privacy?
I have to agree for all the same reasons Fargo is the best show on TV. I am amazed each week of the quality of the storytelling. I can't stop talking about this show.
Spreadsheet app ?
It's very good. I like the Knick a little better, the wonderful story of a bunch of gnarled and corrupt 1912 physicians running a charity hospital in New York. Only one or two modest characters are allowed by screenwriters, to work at the hospital, the better to mock their innocence by contrast. There's sheer joy for the viewer witnessing this much sinister behavior in a setting most believe to be a scene of widespread benevolence. One of the nuns working at the Knick plies a secret trade as an abortionist. Old hands like Lars Von Trier who created the Danish TV miniseries The Kingdom (1994) that mocked hospital corrution comically, must be envious, while Paddy Chayefsky is roiling in his grave, envious that he had not managed as much sordid behavior in his movie the Hospital (1971).
Too many producers/storytellers rely on special effects, casting, dreaded sequels and all the other frills. We have to remember that it's all about the storytelling. Great article pointing this out.
Hi Laurie, how'd your brining process go? I was served turkey that the hostess told me she had "brined" so I'm curious about this. The turkey was delicious. Interesting notes on Thanksgiving-related searches--AllRecipes.com was very slow on Wed. but did turn up a good sweet potato casserole recipe that I tried. Thanks for highlighting the importance of gratitude in your SearchBlog!
I suspect that the answer to your questions, Paula, is that both are correct---higher CPM prices plus more ads. On the plus side, unless something is done about ads going to bots and outright fraud, many of these "messages" wont be seen by humans. Still, more ads probably means more peopls using ad blockers, as your laast question suggests.
On your first chart where it shows the increase the percentage of ad spend of mobile, does that mean that there will be more ads, ads will cost more or combination ? How do you think more ads will effect ad blocking ?
Happy Thanksgiving, Fern!i respectfully disagree with your Thanksgiving recipe for fulfillment. A good Holiday Weekend would be one without any form of commercial, pay or digital television. Call it a TTF (Total TV Fast). Though it's not all a disgrace, with the exception of PBS, today's TV/Video seems largely a breach of public trust. To reduce Chairman Minnow's seminal speech to one word (i.e., Wasteland) or sentence is a disservice verging on gross distortion. Your readers ought to read the full text to appreciate the principle that should still hold.Here's a more enlightening excerpt:
"'Television and all who participate in it are jointly accountable to the American public for respect for the special needs of children, for community responsibility, for the advancement of education and culture, for the acceptability of the program materials chosen, for decency and decorum in production, and for propriety in advertising. This responsibility cannot be discharged by any given group of programs, but can be discharged only through the highest standards of respect for the American home, applied to every moment of every program presented by television.
Program materials should enlarge the horizons of the viewer, provide him with wholesome entertainment, afford helpful stimulation, and remind him of the responsibilities which the citizen has towards his society.'"Enjoy your 2015 Turkey, but I don't mean the program schedules of most commercial TV stations, channels, networks or pay video services for the next few days.Better is possible, but not this Beautiful Holiday Weekend. Enjoy the company. And let's all put down the iPhone.Regards,Nick
HTG to one and all ! Perhaps a mirror on the cup would be more appropriate and appeasing.
Sheep following the FB Herder.The Aggregator will get the Best Control and Most $$$$ from the Value Chain on Mobile.The Aggregator will Chnage the Rules at anytime. Publishers have NO DATA AUTONOMY.
Brilliant Creative and media mix. Props to all. Hope it works well.