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STARWARSWHAT…DID YOU THINK I’D FORGET?!                                  numantra.com                                  214...
THENEWS       numantra.com       214.635.2300
Will Instagram become a more effectivemarketing tool than Facebook?If your brands social media strategy includes only Twit...
Marketers Waste Millions on Wooing DemosNearly a century after John Wanamaker first gave voice to the entropic theory of a...
Viacom, DirecTV Settle Carriage WarAfter a long, nasty and ultimately expensive wrangle, Viacom and DirecTV have reached a...
Facebook Holds Policy Summit for FrustratedCreativesFacebook and nearly 40 ad agencies powwowed last week to clear the air...
Advertising Is Mostly Alien Mind Control, SaysNew MovieFor whatever reason, sci-fi movies have found fertile ground inprey...
JAY’STOP 5        numantra.comLink:   214.635.2300
APPSAND COOL STUFF           numantra.com           214.635.2300
FHM: MOVIE DATE APP                                                                                 numantra.comGET APP AT...
GOOGLE DOCS: MASTER EDITION                         numantra.com                         214.635.2300
FAIL       numantra.com       214.635.2300
Pittsburgh Tribune-Reviews Living Section                     ―Suit Yourself‖                                             ...
Shell Oil                                              ―Let’s Go‖                                                         ...
THEINTERNETS        numantra.com        214.635.2300
SOLEIL NOIR: BELIEVE IN                                                      numantra.comLink: http://www.soleilnoir.net/b...
ARCADE FIRE: THE WILDERNESS DOWNTOWN                                              numantra.comLink: http://www.thewilderne...
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Pizza Friday is Numantra’s weekly venue for reviewing thelatest news, innovations and accomplishments taking place in     ...
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FHM help men without game, Shakespeare and Charles Dickens come back to life, a ceasefire in the TV Wars, and advertising is actually an alien conspiracy. (Who knew?)

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Pizza Friday 212

  1. 1. numantra.com214.635.2300
  2. 2. STARWARSWHAT…DID YOU THINK I’D FORGET?! numantra.com 214.635.2300
  3. 3. THENEWS numantra.com 214.635.2300
  4. 4. Will Instagram become a more effectivemarketing tool than Facebook?If your brands social media strategy includes only Twitter and Facebook, youre falling behind. Newer sites, such asPinterest and Instagram, are growing rapidly and consumers are pushing the accelerator.Instagram, for example, has grown from 5 million users to more than 30 million since its launch in October 2010. Morethan 1 billion photos have been uploaded on the site. The mobile-centric, photo sharing platform has generated so much interest,Facebook dropped $1 billion for its acquisition in April.Whats the appeal? According to Brian Zuercher, founder of social media photo aggregation company VenueSeen, people arevisual, so consumers are naturally gravitating toward the image-based platform. Simply put, he says, Instagram provides a wayfor a brand to share its story through a series of photos, and for customers to directly connect with a brand."Text is simply not engaging, and thats why Facebook went to Timeline, to add more imagery. A photo has four times asmuch influence as a comment because its visual; it sticks in peoples minds," he said. "Brands are using this to tell theirreal story through photographs in which consumers are the curators."Instagram, he adds, has hit a critical mass of users. Sixty-percent of restaurant photos uploaded to the site are of food ordrink, and restaurants are increasingly using those images as part of their digital marketing strategies.A handful of food and beverage companies signed onto the site early, such as Starbucks, Ben & Jerrys, Red Bull, Whole FoodsMarket and Dunkin Donuts. And plenty more have caught on in the past few months.Caribou Coffee is using Instagram to "stand out" through its Sip Up Summer photo contest, currently running on thebrands Facebook page. The contest invites fans to submit pictures of "colorful, sun-filled moments" with their Caribouproducts for a chance to win summer-themed prizes. numantra.comLink: http://www.fastcasual.com/article/197399/Will-Instagram-become-a-more-effective-marketing-tool-than-Facebook 214.635.2300
  5. 5. Marketers Waste Millions on Wooing DemosNearly a century after John Wanamaker first gave voice to the entropic theory of advertising, marketers remain in thrall to afundamentally profligate system. According to a new study by Catalina Marketing, just 36 percent of television ad exposuresare delivered to the households that account for the vast majority (98 percent) of CPG purchases. This is a direct functionof marketers‘ overreliance on demographic targeting, said Todd Morris, Catalina.―Demo targeting tends to treat all consumer groups equally, no matter how active they may be in a given category,‖ Morrissaid. ―Instead of super-serving the relevant ads to the most active consumers, the impressions are spread out equallyamong viewers who happen to coexist in the same demographic. It’s an incredibly wasteful and inefficient way to dobusiness.‖Take CPG, a category that traditionally has drawn a bead on women 25-to-54. In a study focused on 10 national CPGbrands—a roster of frozen entrees, cereals, yogurts and soft drinks that together spent $415 million on measured mediain 2011—Catalina discovered that consumers outside the target demo were responsible for as much as 60 percent of allpurchases.Through its retailer loyalty-card program, Catalina tracks the purchases of 76 percent of U.S. households. After forming a jointventure with Nielsen in late 2009, Catalina married its proprietary consumer spending data with the media research outfit‘snational TV and online panels.Speaking at an Advertising Research Foundation event in New York last spring, CBS Corp. chief research officer Dave Poltracksaid the industry‘s slavish devotion to age- and sex-defined demographics only served to guarantee the ongoing ―misallocation ofTV advertising investments.‖ Poltrack added that targeting heavy category consumers has a significant impact on post-exposure behavior. For example, Catalina demonstrated that a 20 percent increase in ads served to frequent detergentpurchasers ultimately led to a 147 percent lift in sales.―An evolution not a revolution—we‘re not going to disrupt the way media gets purchased overnight,‖ Morris said. ―But the brandsand the agencies have to examine their goals and realize how the methodology has changed. And I think we can help the industryrespond and adapt to this new, disruptive sensibility.‖ numantra.comLink: http://www.adweek.com/news/advertising-branding/catalina-marketers-waste-millions-wooing-demos-141961 214.635.2300
  6. 6. Viacom, DirecTV Settle Carriage WarAfter a long, nasty and ultimately expensive wrangle, Viacom and DirecTV have reached a long-term agreement torenew carriage. All 26 Viacom networks, including Nickelodeon, Comedy Central, MTV, BET, CMT, Logo, Spike, TV Land, MTV2, VH1,VH1 Classic, Palladia, Nick Jr., Nicktoons, TeenNick, Tr3s and Centric, will return to satellite providers channel lineupimmediately.As part of the overall carriage agreement, DirecTV has an option to add the Epix service to its entertainment offerings.The addition of Epix was the deals major sticking point. numantra.comLink: 214.635.2300
  7. 7. Facebook Holds Policy Summit for FrustratedCreativesFacebook and nearly 40 ad agencies powwowed last week to clear the air about its policies for ads, apps and pages, Adweek haslearned. Billed as the Facebook Policy Summit, the meeting aimed to resolve numerous pain points associated with thesocial marketing platform. But one seems to have been particularly important: While pitching brand clients, agencieshave sometimes unknowingly sold campaign ideas that couldn’t meet the platform’s guidelines.―The Facebook policy is actually longer than the U.S. Constitution–no joke,‖ said Ivan Perez-Armendariz, an interactivedirector at Crispin Porter+Bogusky. ―Facebook has a move-fast-and-break-things culture. So you might have a green lighton a concept only to find out later on that the policy has changed…We’ve had instances where a major investment hasbeen made, and then it gets shelved.‖Blake Chandlee, VP of global agencies and clients at Facebook, said agency leads asked a number of questions. Though themost popular one, he suggested, may have been about how they could find out about policy changes before they getimplemented. As a byproduct of the summit, Chandlee said, several agencies will sit in on a teleconference next week tobrainstorm about how Facebook can better communicate new policy information.―That‘s something historically that we haven‘t done that well,‖ he said. ―[We want to] more effectively do that because it‘s a bigcommunity. There are hundreds of thousands of employees who get affected by this stuff around the world.‖―Sometimes you read policies and think, ‗Why would they do that? Why are they trying to reduce the creative canvas that I have?‘‖he said. ―[Last week] when we explained we were trying to protect the user experience and the value it delivers to bothusers and brands, it seemed the light bulb went off for a lot of people. And it will be an ongoing dialogue.‖Given its dependency on ad revenues, the moves are no-brainers for CEO Mark Zuckerberg‘s eight-year-old company–as it hopesto gain the confidence of Wall Street investors. numantra.comLink: http://www.adweek.com/news/technology/facebook-holds-policy-summit-frustrated-creatives-142027 214.635.2300
  8. 8. Advertising Is Mostly Alien Mind Control, SaysNew MovieFor whatever reason, sci-fi movies have found fertile ground inpreying on societys irrational, deep-seated fear of theadvertising profession. The upcoming movie Branded (trailerposted below), out Sept. 7, appears to be no different.For decades, movies have been letting you know thatadvertisements are controlling you, that theyve gone toofar, that theyre in your head, and this time the peoplebehind it appear to be … wait for it … ALIENS. Who havean absurd fondness for QR codes.It looks like They Live or a feature-length Hulu commercialcombined with billboard transformers. So, the question is,how do you advertise a film about how advertising is bad?Apparently, the answer is allowing people to make white http://www.brandedmovie.com/code012/T-shirts with whatever QR codes they want on them. http://www.brandedmovie.com/code020/Not surprising, given that we fear that which we do not http://www.brandedmovie.com/code023/understand—and boy, do these people not understandadvertising. numantra.comLink: http://www.youtube.com/watch?feature=player_embedded&v=SKUTs3w9LEk#! 214.635.2300
  9. 9. JAY’STOP 5 numantra.comLink: 214.635.2300
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  12. 12. GOOGLE DOCS: MASTER EDITION numantra.com 214.635.2300
  13. 13. FAIL numantra.com 214.635.2300
  14. 14. Pittsburgh Tribune-Reviews Living Section ―Suit Yourself‖ numantra.comLink: 214.635.2300
  15. 15. Shell Oil ―Let’s Go‖ numantra.comLink: http://arcticready.com/social/gallery https://twitter.com/ShellisPrepared 214.635.2300
  16. 16. THEINTERNETS numantra.com 214.635.2300
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  18. 18. ARCADE FIRE: THE WILDERNESS DOWNTOWN numantra.comLink: http://www.thewildernessdowntown.com/ 214.635.2300
  19. 19. PRINT numantra.com 214.635.2300
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  24. 24. Pizza Friday is Numantra’s weekly venue for reviewing thelatest news, innovations and accomplishments taking place in our industry and the world at large. Our founders each have spent decades working for some of the largest ad agencies in the world. It was experience that was invaluable, ultimately, because it taught us that we just can’t keep following years of tradition if we want to have an impact in today’s marketplace. So we got together for a lot of serendipitous reasons and formed Numantra. Ka-boom! The forever-new marketingbraintrust that maximizes client resources with fresh insights, accountable solutions and kick-ass results was born. Find out what Numantra can do for you. Visit numantra.com for more information. numantra.com 214.635.2300

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