Worth the thirty minutes...
Yes, it’s stating the obvious
Elegantly!
It’s a survival guide for 2021
To live and let live
Lessons and insights
A must see plenary
For a long time brands have been asking
“Who is my consumer, who is right for me?”
It’s about time, for brands to ask
“Am I the right brand for customers?’
For customers to consider
Buying, using, experiencing, buying again,
To advocate and to influence other prospects
Today and tomorrow
A brand that does things right
But more importantly focuses on doing
The right thing
To all stake holders
Not just share holders
For a purpose
Beyond profit
IS THERE ANYTHING THAT THE WEATHER DOES NOT IMPACT?
Atif Mian and Amir Sufi, leading experts on the macroeconomic effects of private debt have concluded,
"When it comes to durable goods such as cars, it is likely that purchases will increase sharply when the weather improves in the states that had extremely cold winters."
That makes me wonder if there is anything at all that is not impacted by weather. This is indeed an interesting example that illustrates the power of using micro-economic data to answer macro-economic questions.
WILL FACEBOOK 15-SECOND VIDEO ADS BE A WELCOME INTRUSION?
Facebook with
1.2B members globally, has announced plans to run 15-second video ads in users'
newsfeeds from late April or early May 2014
The 15-second
targeted ads will play without any sound, will stop entirely if users scroll
past them, and appear in news feeds no more than three times per day. This is
as part of its delicate balancing act of seeking to increase revenue while
trying not to aggravate users.
- Each 15-sec video ad will start playing without sound as it appears on screen and stop if people scroll past. If people tap the video, it will expand into a full-screen view and sound will start.
- Facebook will only allow video ads that it judges are of a high-enough quality standard, and these assessments will be conducted in partnership with Ace Metrix, the video evaluation firm
- Audiences for these premium videos will be measured by Nielsen Online Campaign Ratings (OCR), and advertisers will then pay according to what Nielsen OCR discovers.
- Advertisers will be able to choose specific times of the day for their videos as well as the means to target users by age and gender.
I’m not surprised that Facebook has launched this video format.
Like any FB user, I am anxious to see how intrusive this could be and evidently
such concerns have taken long for FB to make this product available to the
market. Native video formats have been available for almost a year, and have
been found to be extremely popular with both advertisers and publishers. Native
video seems to have emerged as an important video advertising format of the
future. Facebook's foray into video ads would further propel the momentum of
the convergence of TV and online video.
Facebook's reach and the
built-in functionality for sharing ads with friends will make this an
interesting space to watch. Clever, targeted short-form brand content could be
more successful than online video ads - especially with an opportunity to
share. I am particularly curious to see how this plays out for mobile users where
connectivity issues risk introducing load problems. Will the scrolling function
within a mobile experience effectively launch each video in the feed as the
user looks for new posts?
Historically advertisers have struggled to unify their media buys across devices due to the lack of standardized metrics. Nielsen OCR is just one solution, not the be all and end all of metrics in this space. We can hope to see more metrics and tools built to measure and manage this space in the future.
Historically advertisers have struggled to unify their media buys across devices due to the lack of standardized metrics. Nielsen OCR is just one solution, not the be all and end all of metrics in this space. We can hope to see more metrics and tools built to measure and manage this space in the future.
When Facebook
launches the service later this year, it will be in a kind of competition with
Twitter, which is also targeting TV advertisers with products such as tweet ads
that marry with programs.
How do you think this would influence marketing communications?
Do share your thoughts.
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About Me
- Pradeep Kumar
- Chicago, IL, United States
- This blog reflects my personal opinion, not views of my workplace