Booyah is agnostic when it comes to tools. Truth be told though, we hold a special place in our agency for Google’s tools. They are virtually indestructible, fast, affordable and come with top notch support. More than 75% of our clients use the Google stack as their primary digital advertising platform. We’ve been heavy users for the past five years and don’t see that changing in the next five.
With such a robust tool, we are able to save a tremendous amount of time on reporting, trafficking, and optimizing. The time we save gets redirected to campaign strategy and expert thinking for our clients.
DoubleClick offers a superb unified approach to digital advertising that pushes our team to become better and better marketers every single day. We are pleased to partner with DoubleClick, and even more pleased to be featured in their video series documenting successful case studies. Check it out at the link below!
Thank you, DoubleClick, the video turned out great! Booyah!
There seems to be a new buzz around the advertising industry about connected-TV and the possibilities that could emerge from the advertising world with this new technology. What is connected-TV? Connected-TV is a concept which combines the traditional TV and Internet in one device. Not only are there connected-TVs but there are many other connected devices such as tablets, smart phones, e-readers, Google Wallet etc. Google has introduced a product called the Google Wallet which ties to both a Google ID and user’s credit card information. This allows companies to track a consumer from online search to a single TV ad to a purchase on a credit card. There are definite possibilities when it comes to advertising through this new technology but there are also cons when talking about advertising through connected devices. The possibilities start with consumers being required to log in with a universal identifier i.e. Google or Facebook that will use third-party data. Samsung has already featured TVs that log viewers into Facebook through face recognition. The types of advertising opportunities available include a standard banner, pre-roll ad, interactive brand experience and category sponsorship (brands may sponsor categories which offer a way for users to interact and learn more about the brand). Research by Rovi suggests by the end of 2012 there will be 27 million smart TVs in users homes. It will be interesting to see where advertising through connected devices takes this industry. Let’s go over some of the pros and cons to advertising on a connected-TV.
What are you doing right now? Okay, don’t answer that, but if you are like the vast majority of our peers, you are sitting on the couch in front of the TV while also browsing through your smart phone and/or tablet. I bring this to your attention not to call out the couch potatoes of the group, but to start your wheels turning on the opportunities that are presented in this scenario. What better time to get our advertiser’s message in front of this engaged audience?
While mobile and tablet consumption continues to grow, it still remains a foreign land to some of our advertisers. As the industry experts, it’s our job to show them the opportunities at their fingertips (literally).
Story time……Daniel is watching primetime TV provided by his current satellite provider, DirecTV. During commercials he flips over to his tablet to surf the web. He then sees a compelling message from DISH that informs him that he can now skip commercials with the AutoHop feature of the Hopper DVR. He thinks to himself, “This is the best thing to happen since sliced bread!” and immediately switches to DISH. This is just a start to the possibilities that mobile and tablet could bring to our advertisers.
A recent AOL tablet study, Tablets of Change, found that 97% of respondents agree that tablets are the perfect devices for lounging on the couch while watching TV. 93.5% use their tablets during commercials. Here’s what they are doing:
Time to take action! Mobile/Tablet advertising in conjunction with day-parting during the prime hours shown above will bring your advertiser’s message in front of the right audience at the right time. Don’t miss out because your competition won’t.
Now, I’m going to get back to lounging on the couch while hoping for the new Amazon Kindle Fire on my wish list. 😉
Can’t get enough? Get inspired at www.booyahadvertising.com.
Let’s be honest, most people hate advertising. We are so overwhelmed with ads these days that we’ve learned to tune them out and distrust almost everything that advertisers tell us. Most ads get glossed over and forgotten—only to be replaced by even more lackluster ads a week later. While a very high percentage of ads fall into that category, every once in a while there’s an ad campaign that generates buzz—that gets people excited about a brand experience. Behind each one of those successful ad campaigns there was a designer, or more likely a team of designers, that thought beyond the design.
How do they do it you ask? Successful designers are able to step away from their assignment and think holistically about the customer experience they are tasked with creating. They focus less on the object/product they are selling and more on the story they are telling. Let’s face it—great designers are great storytellers. They design for people, not for beauty—putting themselves in the shoes of the customer and identifying their emotions, needs and potential reactions. But, as all designers know, that’s much easier said than done. Herein lies the problem: most designers get caught up with an individual design execution and never take a step back to look at the big picture of how the design fits into the larger whole. Thus, they fail at understanding the customer experience because they shy away from the purpose and emotion of the design, which is at the heart of all successful ad campaigns.
How can designers think beyond the design? I’ve found that the solution to this problem is to constantly question and try to understand the context around what you’re doing. While it’s easy to just put on your headphones, zone out and create a pretty design, it takes a much higher level of conceptual thinking to achieve success. To start, a designer must first define the customer—research and understand who they are and how they might interact with the product and design. Designers must identify and define the problem that they are solving. They have to establish an emotional connection immediately; otherwise, the consumer will loose interest within a matter of seconds. The key is to consider how the project fits in to the larger whole of the brand and becomes an interconnected part of something bigger. Designers that are able to keep that mind throughout the design process are better equipped to create a great design and ultimately an engaging customer experience.
In the end, designers must be able to listen, let go, observe, engage, learn, and evolve. They must balance art with functionality and usability and constantly strive to understand the customer that they are ultimately trying to reach. It all comes down to taking a step back from a design, and thinking about the bigger picture. Advertising is more than design—it’s an experience that is a never-ending journey of discovery.
The prophetic book by CEO Michael J. Saylor, The Mobile Wave, exploits the overwhelming and inescapable mobile power that will influence the future of our industry. Single-purpose machines are lining up on their way out the door. Desktop and lap top computers, GPS devices, cameras, game consoles and televisions have already been reinvented and virtually replaced with slender phones the size of this paragraph.
Over 5.3 billion people, about 75% of the world’s population, have a cell phone today. According to Saylor, global studies show that there will be one mobile device per capita by 2015 and Smartphone users will use 16 times the amount of data annually then they did in 2010.
Now, let’s profit.
If you’re not already on the mobile advertising bandwagon, take a second to consider that there is a projected 61.9% increase in mobile payment transactions between 2011 and 2012. Yet another research article predicts mobile payment transactions to quadruple over the next 5 years. Not a single advertiser can afford to miss out on those $171.5 billion consumer dollars per year.
Scenario #1 – Direct Response
Susan walks into a store by Shoe Company A, and her phone’s GPS indicates that she is there. Later she waits for the bus, searches for the pair of shoes she wants to buy and finds them at a better price from Shoe Company B. Shoe Company A sends her a “Thank you for visiting Shoe Company A, here is a coupon for your next purchase” text. Susan buys shoes from Shoe Company A. Retargeting combines a plethora of smartphone features to “hijack” retail customers from competition.
Scenario #2 – Direct Response
Earl strolls into the dairy isle at the local grocer. Maybe he wants ice cream, maybe it’s not on the list, but his cell phone vibrates with recommendations for new flavors and discounts from Ice Cream Company A. Precise geo targeting based on mobile positioning allows for real time ‘calls-to-action.’
Scenario #3 – Branding
Lady Gaga is performing at Sports Authority Field in Denver. Concert goer Neal receives a push notification to vote for the encore song that she will sing to close the show. Sonic Technology allowed Lady Gaga to develop her brand with the audience through sound. An imperceptible sound bite can be integrated into an in-store radio, television show, live concert or PA announcement triggering content sent through mobile apps.
Michael Saylor would close by saying that an advertiser can either choose to ignore the transformation of physical space into cyberspace, or they can choose to profit from it.