Media

New Television Audience Data Can Help Marketers Fine-Tune Targeted Ads

Recent research has identified market trends regarding target audiences and the television shows they watch. This information can be leveraged by marketers to help determine where they should place digital campaign ads, while providing the opportunity for marketers to now target and engage with audiences they had not previously targeted.

Marketers can now evaluate data and see if there is a discrepancy between audience search demographics and who is actually tuning into specific television shows. Brands can take this data and fine-tune their targeting with television ads ensuring that they target consumers by advertising to specific interests. Conversely, television show producers will be able to use this information to convert audience that is ready for engagement into viewers.

Here is a sampling of the insights that initial research revealed:

• Home improvement shows tend to draw a 45 and over female audience with an income over $50k. The HGTV show Flip or Flop attracts a 45 and over female audience, with an income of $50-150k who have an interest in celebrity news, restaurants and home furnishings.
• Dramas attracted females primarily in the age range of 18-34. Specifically the NBC show This Is US attracted females ages 18-34, with an income over $100k who have an interested in television, face and body care and travel. Meanwhile the Fox show Empire attracted females, ages 18-34 who made less than$50k and had an interest in shopping, television, and face and body care.
• Late-night television attracts male viewers ages 18-44 with an average income of over $50k. Research confirms that Conan O’Brien’s show has an 18-44 male audience, with an income of $50k-150k, who have an interest in sports, colleges and television.
• Comedies are indexed to 18-34 year old viewers with less than $50k income yearly. Research indicates that The Big Bang Theory of CBS has an 18-24 and 55+ male and female audience, with an income of less than $50k and an interest in television, humor and physics. The ABC show Black-ish draws an primarily female, 18-34 audience who have an income of less than $50k, and an interest in television, face and body care and colleges.
• Crime shows attract more males than females, ages 18-44 with a higher income, typically over $100k. Research indicates that the CBS show NCIS has a male and female audience, ages 18-44, with an income over $100k, and an interest in travel, face and body care and colleges.
• Research indicates that reality television shows tend to attract an 18-34 year old, female audience with an income of less than $50k. The popular ABC show The Bachelor has a female audience ages 25-34 and 45-64 with an income of $100-150k, with an interest in television, celebrity news and restaurants.

Marketers that has access to this sort of research can see where discrepancies lie in initial demographics when placing ads and can adjust their marketing plans to place ads where they will be more likely to reach their target audience. These insights will subsequently help marketers create better content, design the ads to best sell their product and convert potential buyers into customers.

Marketers that has access to this sort of research can see where discrepancies lie in initial demographics when placing ads and can adjust their marketing plans to place ads where they will be more likely to reach their target audience. These insights will subsequently help marketers create better content, design the ads to best sell their product and convert potential buyers into customers.

Think Ahead™ 50 Years

Inspiration Appears in the Most Unusual Places

Have you ever been struck with a genius thought while in the shower? Maybe for you, it’s while you’re taking a leisurely walk, or playing with your kids or grandkids. Perhaps you came up with your newest product or service while doing something that had nothing to do with work at all?

Harvard psychologist Shelley H. Carson, author of “Your Creative Brain,” says that little distractions can actually be a good thing when it comes to creativity. She explains that interruptions and diversions can lead to a creative “incubation period.”

While visiting a client on a recent business trip to California, I experienced what Carson would describe as a creative “incubation period”. While walking through Golden Gate Park in San Francisco with my son, I began to notice artwork and other exhibits promoting the Summer of Love Experience in celebration of its 50th anniversary.

As I walked, I noticed street signs comparing 1967 to 2017. This caused me to pause and reflect back, thinking about the original Summer of Love and the changes the world has seen over the course of 50 years. As I continued to read the street signs I started to notice a trend – though the specific group, community or cause changed over the years, the root of each of these causes remained the same. Social justice, equality, health care, connectivity, personal identity – all of these causes are just as important today as they were 50 years ago – they’re just known by new name. Or from a marketing perspective – they’ve been rebranded.

Which upon reflection brought me back to where the company I founded, Linx, finds ourselves right now – in the middle of a rebranding of our own. We’re giving ourselves a facelift after 22 years in business, as the third generation of our family business begins to lead the company. Because of this and the timing of the Summer of Love experience, my creative incubation period shifted into hyper-drive. Re-branding your image forces you to really evaluate your brand and tests you to make sure you truly know what your company’s core values are and if they can stand the test of time.

During our rebranding our core values will remain the same as they have for the last 22 years. Some of our core values at Linx are:

• We are trusted advisors to our clients
• We adapt faster than the speed of change
• We are accountable to each other’s success and personal growth
• We simplify complexities to maximize communications
• Our financial and personal success are inextricably linked to the results we achieve for our clients

Think Ahead™

Companies with a strong foundation are the ones who last through generations because they recognize that while times change, the root of what your company stands for won’t. Before you even consider re-branding, the first thing you need to do is stop and evaluate your brand as it stands right now.

As I mentioned, the foundational elements of your brand should never change. Look at companies that have stood the test of time – Pepsi, Apple, Target and Burberry for example – and take note of the fact that their core messaging never changes.

For example, over the years Pepsi has acquired various additional brands, expanding their product line and changed their look – but their mission has remained the same. Pepsi purposed themselves to remain relevant with each upcoming generation with advertising campaigns that have evolved throughout the years – first with their Pepsi Generation campaign in 1963 followed by the sub-sequential “The Choice of the Next Generation” and “GenerationNext” campaigns.

A successful brand stands for something fundamental – this bedrock principle must show up at every turn and with every product and service offered. Without strong emotional connections your brand won’t have any traction. Successful brand positioning rejects following the masses and conformity and stands out from the crowd. It stays the same while simultaneously evolving with the changing cultural tide over time.

So how is this accomplished?

At Linx, we’ve been changing the way organizations see the world… and how the world sees them for the past 20 years. But today we’re simplifying our value by helping companies… “Think Ahead™ ”. We recognize that change is guaranteed, which means we need to help our clients stay ahead of it. Typically, a new technology or product is introduced and people are forced to waste valuable time playing catch up to learn how to optimize that change within their company. By default they follow a formula where change drives learning. We have discovered however, that learning must be done at a pace equal to or greater than the rate of change. In other words L≥C. This allows for faster adoption of change and accelerated growth opportunities.

50 Years from Now?

Back to Haight Ashbury. As we are processing through our own rebranding, encountering the Summer of Love Experience forced me to ask myself what the world was going to look like 50 years from now?

Surely social justice, equality, affordable health care, connectivity and personal identity would be just as relevant as it is today, but by what parameters? What challenges will we be facing regarding healthcare or social justice? Who or what will be the new hipster? Is it a word that we’ve even created yet? What about equality or civil rights? With the rise of AI technology, will we find ourselves petitioning for equal rights for them, or will it be for someone or something entirely different?

We may not know these answers yet, but I feel it is our responsibility to begin considering them. Many companies put their trust in us to recognize the upcoming shifts in the market and anticipate new trends before they happen. Which means as a strategic marketing agency – our team must be ready to usher in these changes.

What’s Your Take?

So we decided to ask the question. What will these signs say 50 years from now? We want to hear from the masses. So this summer in honor of the Summer of Love, we will be surveying people across the country asking them this very question.

Please participate in our survey… pass it around and share it and we’ll report back out on the top choices society envisions the world will look like in 2067.

The Future of Your Brand Starts Here

As you and your team begin to ponder how to ensure the relevance of your brand in the near and distant future, remember that the team that stays ahead of change is most able to help you see the future as it will most likely occur, giving you and your company new and significant grow strategies to meet the needs of your customers today… and tomorrow!

Take our survey here.

A Summer of Linx – Our Summer Interns are Hard at Work!

This summer we are pleased to welcome three new faces to our office. Duad, Miles and Zoe have joined our Linx team as a part of our summer internship program!

The interns will spend the summer months working with our marketing, production and design teams to help develop new campaigns and work on existing campaigns as well. Each intern has been placed within our existing teams, and already they are making impactful contributions to our projects. As they continue to work with our teams, they are gaining real-time, real-world experience, while being mentored by some of the industry’s best talent.

Our clients benefit from our internship program with the added value of having a fresh set of eyes looking at their projects from an outsider’s perspective. As with anything, a fresh outlook can often bring exciting, new insight to a project. Our interns bring with them their fresh viewpoints, skill-sets and at times, new technologies they are learning about in school. They keep us young and “hip” and help us take our clients even further than before. We are excited to see what they will bring to the table this summer!

The Future of Video Advertising

The future of video advertising is upon us, with the emergence of a shorter, more concise video format.

The Six Second Video is Upon Us.

Back in January at a six-second hackathon at Sundance hosted by Google, the new format of utilizing the six-second video in advertising has picked up. Both Fox and Facebook have announced their decision to get on board with this format and YouTube has seen brands begin to feature these mini clips calling them “bumper ads”.

Google recently tested over 300 bumper ads, with results indicating that 9 out of 10 drove a significant lift in ad recall and 61% raised brand awareness. These short ads are being used to drive upper-funnel goals like ad recall and awareness. This cost effective approach ensure you can reach your target audience and ensure your message is heard.

These ads can be shown on their own, or paired with a campaign to increase deliverable reach and frequency. Larger companies like Michelin are getting on board with the six-second ad, and testing this new format to measure its success.

Michelin is able to utilize this video format to continue their goal to reach younger demographics – chasing after the elusive Millennials and Generation Z age groups who are known for having shorter attention spans.

For marketers, the six-second ads forces brands to be more specific and focused, there’s no room for excess information and only the most important information. Stories are told in a successive format or through a series, driving customers to come back for more. Facebook also announced in June that they were going to work on their own six-second ad game during their second-quarter earnings call.

Overall, these ads are short on time, but not short on impact.

With technology constantly changing our team has to be ready to take on new challenges for our clients. We recognize that we have to be ahead of the curve, which is why we are always Thinking Ahead. At Linx, we know that learning must be done at a rate greater than or equal to change so when the market shifts and the six-second video emerges, we’re ready for it. We are driving our clients not only understand new marketing approaches like the six-second video, but work with them to utilize these approaches to make their brand thrive.

As we move into the fourth quarter of the year, it’s time to consider your marketing strategy for the coming year and what will be a part of it. Should your business incorporate the six-second video in your marketing plan? Is this format right for your business? These are questions we can help answer as you build your 2018 strategy. Give us a call today.

The Year in Creativity: 20 Trends That Drove Some of 2016's Best Marketing

This year has been all about innovative thinking that led to some of the most interesting trends, themes, concepts and strategies marketing has ever seen. Did you use any of these trends in your marketing?
(more…)