Tag Archives | advertising

Programmatic Ads: Is the Proof in the Pudding?

When my programmatic writing wheels started turning, my mind immediately swung comfortably to the search, social, native and video pieces on my imaginary, but personally preferred, paid media chess board. There I could easily talk about the who, what, when, where, why, and how I want to target – along with what the results would be – but there was an investigatory puzzle piece missing.

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Ad Week XII: Get Them to Look Up

Advertising Week XII offered myriad insights from an array of disciplines, including a panel on branded content featuring filmmaker Morgan Spurlock, our own Ben Foster, SVP, Ketchum Digital, Marcus Peterzell, EVP, Entertainment from Ketchum Sports & Entertainment, and yours truly.

After attending a number of the panels, my biggest takeaway was a general observation about making public-facing presentations. Looking across the audience, it was clear that people were often disengaged, perhaps because many participants spoke in generalities mixed with a lot of de rigueur buzzwords. (If I had a dollar for every time I heard “scale matters” or “Frankenmetrics.”) The moments that enticed people to look up from their phones happened when speakers used a specific illustration or told a personal story that illuminated the point—a good reminder to buttress statements with interesting facts or stories that are memorable and impactful.

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4 Ways the Super Bowl Could Score Big with Women & Moms

Women account for an estimated 45 percent of the NFL’s 150 million American audience and are perhaps pro football’s true MVPs. Female fans, a group beloved by advertisers, represent the league’s biggest opportunity for growth. And, according to our recent Ketchum Breadwinner PheMOMenon study, nearly half of all U.S. moms (49 percent) are now the primary breadwinner or are on par financially with their significant other. That makes women (and especially moms) a force to be reckoned with in the NFL, even if they aren’t lining up on the gridiron.

Will this year’s Super Bowl succeed in scoring with the female fan base, or will the domestic abuse issues and “deflate gate” cast a shadow over women’s interest in the game?

If last year was any indicator, the Super Bowl will be used even more in 2015 as a platform to connect with moms and their families. Of course there will be cute puppies (or, in the case of Go Daddy, not), big stars and lots of humor. But, our Breadwinner PheMOMenon data reveals that the true key to reaching moms has everything to do with how they define success.

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