New multi-channel video measurement will change media buying

The most successful brands, apps, and websites connect to their audience in ways that fit seamlessly into consumers lifestyles by bridging rich content — like multi-channel video and highly personalized posts — across platforms and devices. A sparkling example of multi-platform marketing comes from startup darling Rent the Runway (RTR), which lets users rent clothes for special occasions. The brand boasts an Apple App Store rating of 4.8, 6 million users, and over $100 million in revenue.
To achieve these impressive stats, RTR creates unique content for each platform that lets users navigate their purchases, engage with the RTR community, and share special moments: a true lifestyle brand. Until this fall, marketers have had a difficult time quantifying how important multi-channel video content – like that featured on RTR – can be. But Nielsen just changed that by adding Facebook, Hulu, and YouTube video views to their standard media publishing metrics.

Neilsen adds multi-channel video to their performance

Nielsen Holdings is considered the gold-standard in performance management in the United States. Nielsen tracks what customers buy, where they buy it, what ads influenced their purchase, and how content impacts consumer experience. Specifically, Neilsen’s Watch let’s marketing agencies and media publishers like BIGEYE measure what and where video content is being consumed. Nielsen has revolutionized performance management with this change, and we are excited to tell you why your business will benefit.

Finally! – Accuracy measuring multi-channel video

Big and small brands look to agency partners to help them craft the perfect multi-channel marketing spend. The seeming witchcraft of choosing how much to invest in a video campaign, a PPC advertisement, and native search optimization is one part art and one part science that most companies simply don’t have the bandwidth for. Accurate measurement and channel ratings – delivered by performance management companies like Nielsen – help agencies make accurate decisions to optimize plan efficiency.

Neilsen’s new digital content ratings are good for publishers and advertisers alike. It showcases how much streaming video content is consumed, informing agency publishers about how their audience is finding and responding to their content so they can improve their creative strategy and corresponding spend. It also supports a fairer marketing landscape. As Nielsen SVP of Product Leadership, Jessica Hogue explains in a corporate blog post, this new measurement provides “a more consistent and transparent view [that] ensures a level playing field with access to the same information across content creators, advertisers, and platforms.”

A more holistic view of cross-channel marketing Hold on to your hats and advertisements – the hottest and most talked about multi-channel video trend of 2018 will surprise you.

Nielsen’s new ratings also allow agencies to formulate a more complete picture of how cross-channel content works together. As an example, understanding the true count of a multi-channel video might allow a content-centric brand such as Buzzfeed to invest more deeply in content creation for one channel versus another, or focus their optimization efforts around a particularly valuable audience segment. In a related press release, Edwin Wong, VP of Research and Insights at BuzzFeed, agrees that “with this new tool at our disposal, we are able to have a clearer view of BuzzFeed’s true reach,” which broadens the traditionally narrow view of how content performs on a given channel.

Anything that allows for more accurately tracked content across channels is a win for us. When backed by a name like Nielsen and their outstanding methodology, you really can’t go wrong. For more information on how your current cross-channel marketing mix is performing or what new insights you might be able to learn from Nielsen’s latest tricks of the trade, reach out to one of our strategy specialists for a free consultation.

3 reasons why ad agencies are more effective at media buying

Okay, let’s get this out of the way right up front. Sometimes, we can be biased. Yes, we love our team of Orlando marketing experts. And yes, we are partial to the smart, passionate, digital-obsessed account executives that make our agency unique. But with absolutely no bias whatsoever: advertising agencies – in general – are always going to be better at media buying than the alternative. That includes working with dedicated media buying agencies and any DIY ad spends you had planned for the quarter. Before the rebuttals come rolling in, let us explain why.

REASON 1: PLANNING MAKES PERFECT END-TO-END MEDIA BUYING EXPERIENCES

The key ingredient for a perfect media buying experience starts and ends with good planning. While media buying agencies have deep vertical knowledge of the buying process and dedicate their time cultivating relationships with ad placement services, advertising agencies bring a critical breadth that rounds out the marketing experience. Because advertising agencies hire specialists dedicated to media buying, and search engine optimization, and social media management, and creative services all media purchases are grounded against your holistic business strategy. Specifically, advertising agencies align your media spend against your key goals and any other marketing mechanisms supporting these needs. This includes cross-channel audience research, balanced spending, and clear analysis and fine tuning as campaigns go live and generate data and results. Planning your spend across channels, rather than creating piecemeal marketing experiences as they pop up, ensures your marketing dollars are being distributed evenly and put toward the best use — but most importantly, that they are all working together.

REASON 2: ADVERTISING AGENCIES ARE A ONE STOP MEDIA BUYING SHOP

Show me the money. Give me the best bang for your buck. However you want to say it, you can rest assured that you are getting the best value possible when you invest in an advertising agency to support your media buying needs. Similarly to media buying firms, ad agencies will always get you the best rates on your placement because they have the luxury to buy ad spots in bulk (something individual or small business owners cannot do). In addition to that, advertising agencies oversee the entire advertising lifecycle, making the media buying, creation, and placement experience a one-stop shop. This is especially important for businesses that don’t have a dedicated creative team or who are growing faster than their existing team can support. Advertising agencies reduce strain on your current team without adding more middle men than necessary when you have contacts for each piece of the marketing mix. 

REASON 3: BEYOND MEDIA BUYING PARTNERS

In a world with increasingly transactional business relationships, having a trusted advertising agency can be a breath of fresh air. When you work with a firm like our Orlando advertising agency, we make it our responsibility to get to know your brand, your team, and become engrained in your culture. In this way, advertising agencies become extensions of your own organization. Consider us a second line of defense or a toolbox of sharpened knives ready to cut into your toughest marketing problems — no matter what they may be. Yes, our Orlando marketing agency would be happy to be your media buying partner, but we’d also be so much more more. Advertising agencies zoom out from the campaign at hand to look at your customers’ lifecycle, your promotional calendar, media relations, and digital footprint. Together, we can stay on top of the latest marketing trends and brainstorm innovative new campaigns that will break through the marketing clutter.

 

If you’re sensing a similar theme building from our last two reasons, then we consider our work here done. We think of these three concepts as the marketing world’s “Goldilocks rule.” We’re not too specialized (like a media buying agency), and not too broad (like your team may have to be to support your business needs) … We’re just right. Learn more about how our advertising agency can uniquely complement your business needs by clicking here to explore some of our other business partnerships.

How to create a media plan for 30-somethings year olds

Millennials – in particular 30-something year olds with growing disposable income and mature media usage patterns – are one of the largest and most critical consumer subsets. Understanding how to attract them starts with understanding that millennials have a distinct media usage pattern that differs from their predecessors and will likely differ from the next generation.
Millennials who are making meaningful purchases in the current consumer market are what we like to call “digital natives.” That means they grew up with computers and the Internet. That said, 30-something year olds can probably still remember a time when they needed to look up directions instead of relying on their smartphones and GPS, or turned to their friends for referrals rather than hitting Google and Yelp for the most up-to-date business reviews.

The result is that millennials with the most purchasing power (read: yes, older) have a distinct media usage pattern that blends some of the most digital-savvy habits of Generation Y and Z with more traditional habits inherited from Generation X and the Baby Boomers. Cracking the millennial media usage pattern helps your business target and engage this critically important consumer subset by targeting your spend where they are most likely spending their time.

The mobile media usage pattern:

Let’s start with where to find them. More than 70% of all millennials have a smartphone. 30-somethings are no exception. However, as ultra-rich tablets, such as the iPad Pro, are hitting the market, these tech-savvy gadget lovers are turning in their laptops and desktops for more streamlined options that fit their jet-set blend of work-life-balance and remote connectivity. It goes without saying that all millennials are connecting to the Internet in some way, shape, or form. At the same time, older millennials are still purchasing paid television subscriptions (as opposed to strictly streaming options such as Netflix and Hulu), newspaper subscriptions, and print books. Your media planning should take into consideration the value of a heavy emphasis on mobile and tablet-ready trends without completely abandoning traditional media outlets. We recommend a 60% – 70% digital spend compared to traditional media in most cases. If you’re unsure where your product or service fits into this balance, our team of digital experts are available to guide you in the media planning process. 

Business meets pleasure:

One important trend to note is that the average millennial media usage pattern often blends business with pleasure. While millennials are surfing Facebook, they may also be scanning for news headlines and updates. While they are Snapchatting their friends, they may be sending clips from the most recent presidential debates. This important media usage pattern suggests that millennials use their personal experiences to choose their business partners. Unlike Generation X, which typically drew a staunch line between their work life and their personal life, millennials want to invest in brands and business counterparts that speak to them on a personal level. Let your media mix help them make this decision by humanizing your marketing campaigns. Yes, it is always important to earnestly communicate the value and trustworthiness of your brand – but don’t forget to showcase what makes you human along the way. For example, Square does a great job of striking this balance. While showing how their hardware can transform a smartphone into a point of sale system, complete with top-of-the-line security and speed, they feature small, local (often quirky) businesses such as candy makers or regional photographers. These campaigns speak to the millennial media pattern by blending business and pleasure seamlessly.

Cracking emerging media usage patterns:

Don’t be afraid to explore emerging media trends. 30-something millennials may still enjoy a great Super bowl commercial, but they are usually early adopters of new media trends and eagerly incorporate new technology into their media usage pattern. That’s right, we’re telling you it’s okay to jump on the Pokemon Go craze, explore how augmented reality and 3D mapping could elevate your media mix, and to keep an eye out for new trends. Our Orlando marketing agency has the inside track on emerging digital tools and we can help you craft something that will keep your business on the cutting edge of your millennial audience’s interests. Click here to check out our case studies and some ideas we’ve used to help other businesses like you.

Planning a perfect media mix for the millennial audience starts with understanding that their media usage pattern is a one-of-a-kind balancing act of golden-age advertising techniques and futuristic digital trends. The result has generated some of the most fun and innovative marketing we’ve ever done and we are excited to share this unique experience with you.

Media buying agencies in the age of Madison Avenue kickbacks

Over the past few weeks, we’ve shared a few posts on media buying and CPM campaigns and how to decode digital marketing jargon. In each post, we’ve mentioned that partnering with your local Orlando marketing agency can help you get better rates and ensure your ads are targeted in the right way when starting a new campaign. Today, we want to delve a little deeper into some of the serious reasons why it’s so important to partner with a trusted marketing agency before forging a new relationship with a media vendor.

I HAVE NO IDEA WHAT YOU’RE TALKING ABOUT, CATCH ME UP:

Last month, the Association of National Advertisers (ANA) released an investigative report on media buying firms that shook the trust of agency-client partnerships across the nation. Over the past seven months, the ANA has delved into whispers that media buying firms were accepting rebates and kickbacks as great as 20% from large, media supply corporations in exchange for placing their clients’ ads through designated outlets. Instead of championing their clients’ best interests, these firms fell prey to the same temptation that led commission-based financial analysts to ruin right before the recession in 2008.

In essence, media agencies would accept money from their clients intended for a media spend, and then receive a portion of that money back from their media supplier if they reached a certain volume of ad sales or placements. This encouraged media firms to sell more (perhaps unnecessary) ads and inflate the price of their placement services. To disguise this practice, media suppliers and agencies used a variety of convoluted schemes to diffuse the appearance of a direct kickback, including offshoring the rebate, hiding the supplier-to-agency price points, and more. To read the full ANA report, click here.

HOW TO HANDLE MEDIA BUYING MOVING FORWARD:

Despite being somewhat shocking (especially to the average consumer), this report shed light on a long-held industry suspicion and paved the way for reform. The ANA will begin making recommendations and contract restructuring mandates in the coming months that will limit this behavior and realign agencies with their clients by promoting transparency and punishing illegal incentive plans moving forward.

Major media buying houses have the opportunity to come forward with their own suggestions, and a healthy dialogue both refuting and supporting the investigation is underway. The conversation finally frees agencies big and small to address the issue head on and make changes that will support the growth of their agencies while protecting the customers.

Media buying has not slowed down… if anything, the importance of a strong digital advertising strategy is more defensible than ever before as more and more business shifts to the online channel. The solution isn’t shying away from media spends, but rather putting checks and balances in place that will protect our customers. It’s also important to educate businesses to do their due diligence before partnering with a media buying firm or trying to conduct media purchases on their own without skilled representation. 

WHAT WE THINK ABOUT THE MEDIA BUYING SCANDAL:

As your Orlando digital marketing agency, we believe it is our duty to represent our clients’ interests. We have met our fair share of exemplary media suppliers and have asked the tough questions that help us forge partnerships with only the best suppliers and most direct vendors. As your agency, we stand behind this investigation and stand behind your needs as you continue to choose us to represent your media buying campaigns. We can, indeed, negotiate better rates and placement for our customers in many instances… but it is never at the expense of your trust.

If you are ever in doubt about your past media purchases or want to learn more about how we can protect you from this type of non-transparent business practice, reach out to our team for a comprehensive deep-dive into the gold-standard of media buying practices and the types of questions you should ask before your next paid media spend.

Together, we can do much more.

How to develop a successful bank conversion marketing program

As featured in an earlier blog post, millennials represent 92 million in the United States and are reaping the benefits of improved financial conditions after bouncing back from the recession hit. These young adults are ripe for new banking relationships and considering new bank products to suit their needs, such as checking and savings accounts. This is the perfect time to convert them into new banking customers but how does one do that with one of the most fickle generations?
Establishing a well-planned conversion marketing strategy is key to success realization. There are numerous formulas and methodologies from which to choose. At BIGEYE, we use a proprietary model called the BIGEYE Conversion Matrix™ (BCM). It starts with preparing your data set, followed by activating your conversion optimization program and unlike other methodologies out there, works with both online and offline conversions.

BIGEYE Conversion Matrix
BIGEYE Conversion Matrix

Here’s how a conversion marketing program may look like for a bank:

Audience data insight

It’s important to not only know your audience but to immerse yourself in understanding them. For example, millennials were born into technology, the Internet, read blogs, and are practically tethered to their mobile devices. It’s also important to note that these young adults are not especially brand loyal and highly influenced by their peers.

Market and audience segmentation

In addition to pulling demographic, psychographic, ethnographic, and technographic insight on your audience, one must also consider the target market(s) and segment the audience into more groups. For example, your branches may be located between a couple of neighborhoods and your audience may be a mix of individuals and companies. The approach toward attracting one segment may be significantly different than the other.

Program KPIs, goals, and objectives

One of the most important stages of establishing your BCM data set is defining your vision for success realization. What are the key performance indicators, goals, and objectives? How will you measure success? Most likely the answer will contain a number of items such as number of new accounts opened, number of bank products upsold to existing bank customers, in-branch appointments booked, number of live chat sessions, branch and ATM location look-ups, etc.

Metrics and benchmarking

Once your KPIs, goals and objectives are defined, it’s important that a form of measurement and benchmarks are set. You may feel that your conversion marketing program is successful but in order to prove your instincts in quantitative terms, you will need to run your result data through the metrics.

CRM planning

Using the right customer relationship management tool and setting it up effectively will ensure that every conversion is organized for future action to be taken. By spending some time planning your CRM strategy, your bank can build an ongoing email marketing program and alert your customer service representatives of a customer inquiry.

SEM planning

Finally, the success of your conversions is tied in part to the quality of traffic your website and/or landing pages receive. A carefully designed search engine marketing program that integrates organic with paid search strategies, will help drive the exact audience you are seeking to convert.

Running your conversion marketing program

How To Develop a Successful Bank Conversion Marketing Program
Once your BCM Data Set is complete, you are ready to launch your program. For new accounts, you may wish to set up dedicated landing pages that are custom designed to provide content specific to the audience segment you wish to attract and the product or offering you wish to feature. One of your landing pages might feature your small business checking account products with clear call-to-action (CTA) messaging directing the user on how to take action. Another landing page might focus specifically on your “no fee” checking account products with a clearly stated “Apply Now” CTA button.

Once your landing pages are created and your SEM program is pointing to them, you will want to test multiple versions of each page to maximize your conversion performance potential.

Some oHow To Develop a Successful Bank Conversion Marketing Programf the elements you can test are as follows:

Color – Does the blue button perform better than the red one?

Copy – Are there certain words that resonate more with your audience than others?
Images – Is the photograph you’re using showing someone that is too old or too young? Maybe it’s not the correct ethnicity or the activity of the subject is all wrong.

Content Positioning – Does the user have to scroll down to far to find the CTA button or form? If so, consider trying a version of the page that brings that more prominently above the fold.

As your bank introduces new products, features, branch locations, etc., you will want to make updates to your program so that they correspond accordingly. The more targeted, relevant, and tested your program is, the more conversions you will receive.

In search of additional ways to establish – and maximize – you bank’s conversion marketing program? Contact our team of experts today to devise an innovative approach that both attracts and retains profitable customers.

The Guide To The Social Media Management Juggernaut

There’s an old episode of the hit television show The Office where the now infamous boss, Michael Scott (played by Steve Carell), hires his nephew to work for Dunder Mifflin Paper Company. Rather than providing any sort of value to the company and the employees therein, Scott’s nephew becomes a burden, creating more problems than he solves. Between his lack of experience and lack of competency, he’s simply not qualified for the position.
When I hear that a business owner has hired a nephew, or a cousin, or a family friend to run social media for the company, I think of this episode. Sure, it seems like a good idea — where else are you going to find such cheap labor? And, if people as young as 10 are on social media, how hard can it be? Well, that’s a lot like saying that anyone who owns a television set should write for TV. The reality is that knowing social media and understanding how it can impact your marketing efforts takes passion, commitment, and most importantly, an educated strategy.

First, assessing a candidate to implement your social media program starts with the knowledge that even people who use these platforms on a daily basis may not posses a complete understanding. For instance, people who have been on social media since 2005 are likely to have never used a Facebook brand page, purchased an ad on LinkedIn or built-up a 10,000 person following on Twitter.

In many cases, and much like that fateful episode of The Office, hiring an inexperienced person to do your social media management may cause more harm than good. [quote]Your novice social media manager could be so focused on getting “likes” and shares that he or she employs methods that are actually detrimental to building a loyal audience within your target market.[/quote] For example, I’ve seen people buy “likes” and use shady Facebook Ad strategies to drive traffic to their sites, only to find that these inflated follower counts are full of people who really don’t care about your product and aren’t interested in engaging.

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What kind of impact do you want your social media to have? BIGEYE can help create a kith and kin connection with your audience. Contact us today, and we will share our recommendations to set up your business for success!

Also, when it comes to social media, there’s the lingering question of legal issues. For instance, many people don’t know that according to rules defined by many social networking sites, brands running contests are obligated to use specific language and provide contest rules to ensure they’re not misleading the public (that’s the “no purchase necessary” language you hear in most sweepstakes offers). Companies that skimp on engaging a professional to do this type of work for them on social media put themselves at risk of lawsuits when they hire people who aren’t trained in these matters.

Even those users who have large followings and a strong understanding of social media don’t necessarily know about tracking metrics. And, likely can’t tell you how to use social media listening tools like Engagor, SocialMention and FollowerWonk to increase engagement. As you can see, there’s a lot more to running successful social media than just posting a photo to Facebook or writing a funny caption that your two best friends “like.”

Across the board, most businesses will benefit from working with seasoned professionals who know and fully understand audience engagement. If you are considering hiring a family member or friend to run social media for your business, our Orlando advertising agency wants you to be sure you ask them the right questions to ensure they’re qualified. Remember that social media is, at its core, a strategy for developing trusted relationships with your audience. Leaving this in the hands of your nephew is, put quite simply, a “Michael Scott mistake.”