Set-top box data allows for more precise TV targeting of political audiences than Nielsen ratings. By analyzing viewership of specific voter segments, custom ratings can be made for any target group. This enables campaigns to understand where their audiences watch and place ads more cost-effectively, achieving 20-50% greater efficiency than traditional approaches. An example buy in Houston demonstrated nearly doubling impressions against the target for similar costs, greatly outperforming standard methods.
Campaigns and advocacy efforts exist to maximize their candidates' or issues' chances of success by either turning out supporters or persuading undecided voters. As voters consume more content online, many argue for increasing digital voter contact. However, digital efforts are still new and vendors often overpromise based on meaningless metrics like impressions rather than showing real effects on voter turnout or persuasion. Decision-makers should hold digital vendors accountable by setting clear benchmarks focused on changing votes rather than vanity metrics. Randomized controlled trials that measure pre- and post-opinion changes can show digital's real effects and costs per voter persuaded.
Primetime television ads are often assumed to be worthwhile because they reach many viewers. However, an analysis of viewership data found that primetime ads are often inefficient compared to other times of day. While primetime reaches large audiences, the high costs result in a much higher cost per impression. Additionally, desirable voter segments and those who only watch primetime are more accessible at other times. The analysis suggests more targeted and efficient placements could achieve greater voter reach with the same ad budget.
The document discusses how political campaigns and advocacy groups can objectively evaluate different voter outreach tactics through randomized controlled experiments in order to maximize their chances of success. It provides an example of how a campaign client tested the effectiveness of tele-town halls through a randomized experiment involving different groups of voters. The results showed tele-town halls increased voter support for the candidate but the effect varied based on the number of times voters participated, allowing the campaign to determine the most cost-effective strategy.
Like most businesses, political players want to increase their slice of the available market – and like most businesses, they can only do so through proper, contextual understanding.
Iowa-based campaign manager Craig Schoenfeld serves as the president of CR3connect and principal of Prairie Lawn Consulting. Through the latter business, he handles government affairs and public relations consulting. Meanwhile, at CR3connect, Craig Schoenfeld of Iowa leads the state’s top lobby and advocacy firms specializing in informing the public about political events.
With any political campaign, voter contact is key to success. While voter communication is challenging, there are several methods and techniques that campaign managers and others can employ.
The first step to reaching out to voters is finding the best medium for target voters. Depending on the desired audience, campaigns may communicate online, via booklets, through television, or on social media. Certain mediums reach certain audiences more effectively. For instance, newspapers are not the most widespread medium anymore, but they are still useful for grassroots political campaigns or for older, more affluent voters.
Once the best mediums are found, the next focus is on wording the campaign communication properly. When talking to voters, any communication should be personal and highlight why a particular campaign is beneficial for a particular community. Hypothetically, if a voter base loves the environment, political communications should mention the environment.
At the same time, all communication should be formatted as a conversation. Make sure it uses personal pronouns and is positive and polite, as if someone is addressing voters in person and not through an advertisement or other form of contact.
What Can Measuring Brain Waves Tell Us About An Ad Charles Young & Step...vbousalah
The document summarizes key findings from a study comparing traditional advertising research methods like surveys with newer biometrics research measuring brain waves. The study looked at fast food TV ads and found:
1) Both methods identified more "peak moments" of attention in highly effective ads.
2) The methods identified some same peak moments but also different ones, indicating each can provide unique insights.
3) Analyzing content of peak moments provided insights into how ads grab attention and create memorable brand impressions.
Multilevel Regression and Post-stratification (MRP) for Brand Tracking: PyCon...Latana
This document discusses building a brand tracking product using Bayesian methods. It explains how the product uses Bayesian modeling (MRP) to more accurately estimate brand awareness for small target audiences by utilizing all available survey data, rather than just a small sample. It also describes how Bayesian models allow the product to quantify the probability of changes in brand metrics, learn from prior survey information, and be implemented in a production environment using PyMC3 and variational inference for fast, stable results.
Campaigns and advocacy efforts exist to maximize their candidates' or issues' chances of success by either turning out supporters or persuading undecided voters. As voters consume more content online, many argue for increasing digital voter contact. However, digital efforts are still new and vendors often overpromise based on meaningless metrics like impressions rather than showing real effects on voter turnout or persuasion. Decision-makers should hold digital vendors accountable by setting clear benchmarks focused on changing votes rather than vanity metrics. Randomized controlled trials that measure pre- and post-opinion changes can show digital's real effects and costs per voter persuaded.
Primetime television ads are often assumed to be worthwhile because they reach many viewers. However, an analysis of viewership data found that primetime ads are often inefficient compared to other times of day. While primetime reaches large audiences, the high costs result in a much higher cost per impression. Additionally, desirable voter segments and those who only watch primetime are more accessible at other times. The analysis suggests more targeted and efficient placements could achieve greater voter reach with the same ad budget.
The document discusses how political campaigns and advocacy groups can objectively evaluate different voter outreach tactics through randomized controlled experiments in order to maximize their chances of success. It provides an example of how a campaign client tested the effectiveness of tele-town halls through a randomized experiment involving different groups of voters. The results showed tele-town halls increased voter support for the candidate but the effect varied based on the number of times voters participated, allowing the campaign to determine the most cost-effective strategy.
Like most businesses, political players want to increase their slice of the available market – and like most businesses, they can only do so through proper, contextual understanding.
Iowa-based campaign manager Craig Schoenfeld serves as the president of CR3connect and principal of Prairie Lawn Consulting. Through the latter business, he handles government affairs and public relations consulting. Meanwhile, at CR3connect, Craig Schoenfeld of Iowa leads the state’s top lobby and advocacy firms specializing in informing the public about political events.
With any political campaign, voter contact is key to success. While voter communication is challenging, there are several methods and techniques that campaign managers and others can employ.
The first step to reaching out to voters is finding the best medium for target voters. Depending on the desired audience, campaigns may communicate online, via booklets, through television, or on social media. Certain mediums reach certain audiences more effectively. For instance, newspapers are not the most widespread medium anymore, but they are still useful for grassroots political campaigns or for older, more affluent voters.
Once the best mediums are found, the next focus is on wording the campaign communication properly. When talking to voters, any communication should be personal and highlight why a particular campaign is beneficial for a particular community. Hypothetically, if a voter base loves the environment, political communications should mention the environment.
At the same time, all communication should be formatted as a conversation. Make sure it uses personal pronouns and is positive and polite, as if someone is addressing voters in person and not through an advertisement or other form of contact.
What Can Measuring Brain Waves Tell Us About An Ad Charles Young & Step...vbousalah
The document summarizes key findings from a study comparing traditional advertising research methods like surveys with newer biometrics research measuring brain waves. The study looked at fast food TV ads and found:
1) Both methods identified more "peak moments" of attention in highly effective ads.
2) The methods identified some same peak moments but also different ones, indicating each can provide unique insights.
3) Analyzing content of peak moments provided insights into how ads grab attention and create memorable brand impressions.
Multilevel Regression and Post-stratification (MRP) for Brand Tracking: PyCon...Latana
This document discusses building a brand tracking product using Bayesian methods. It explains how the product uses Bayesian modeling (MRP) to more accurately estimate brand awareness for small target audiences by utilizing all available survey data, rather than just a small sample. It also describes how Bayesian models allow the product to quantify the probability of changes in brand metrics, learn from prior survey information, and be implemented in a production environment using PyMC3 and variational inference for fast, stable results.
This document summarizes research into the private life of mail. It discusses how mail is handled and interacted with in the home over extended periods of time. Mail elicits emotional responses through its tactile qualities and creates memorable impressions. Research found mail drives successful return on investment for companies and enhances the impact of integrated marketing campaigns. A case study on the Salvation Army showed how increasing mail volumes grew new donors by 262% and fundraising totals. In conclusion, mail brings brands directly into consumers' lives and homes in impactful ways.
1) A survey was conducted of over 1,600 existing customers of a telecom company to assess the impact of different media campaigns, including the use of direct mail.
2) The results showed that direct mail increased brand awareness and had a higher recall rate than other media like print, though not as high as television. Combining direct mail with television and online advertising seemed to improve customers' recall of the campaign messaging.
3) While very few customers took immediate action after seeing ads or receiving direct mail, combining media exposures appeared to positively influence customers' intentions to switch services in the near future, especially among baby boomer customers. Direct mail was also viewed as more credible and relevant than other advertising by customers who
Share of Search and Market Share - Ben ShepherdBen Shepherd
Analysis into the relationship between share of search queries within a category and market share within this that category. Categories analysed - utilities, health insurance and automotive.
WOMMA 2010 - The Economic Value of Word of MouthKeller Fay Group
1. The document discusses quantifying the economic value of word-of-mouth conversations for ESPN. It finds that ESPN viewers are more influential word-of-mouth advocates who have a wider reach and greater impact on purchases than non-viewers.
2. ESPN advertising is found to play an important role in driving word-of-mouth conversations, with ESPN viewers being more reliant on advertising for discussion topics. Advertising on ESPN during sports events generates substantial increases in word-of-mouth about advertised brands.
3. A study found that the average ESPN viewer delivers $2.9 more in word-of-mouth value to marketers compared to non-viewers, demonstrating the economic impact of word-
This document summarizes key findings from a 2014 digital research report on creating effective brand communication. It found that consumers are sensitive to high volumes of marketing messages and will take actions like deleting apps or closing accounts if they feel overwhelmed. While consumers will share some data in exchange for relevant personalized content, too many messages can cause "Deletist" consumers to cut off that data sharing and relationship with the brand. The report provides insights into message volumes, consumer preferences and privacy concerns in different countries.
The Private Life of Mail - Methodology and the making of the story - January ...Royal Mail MarketReach
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
This document summarizes a social media marketing platform called SocialCompass. It listens to social media conversations in real time, engages users with targeted offers and content, and rewards referrals. Key features include listening across social networks and locations, engaging users with offers and content, and tracking referrals to measure results. The platform has seen success in industries like restaurants, fitness, and retail. It offers white label solutions and influencer marketing campaigns have generated thousands of sales and referrals. Customers have seen improved sales, traffic, and conversions through using SocialCompass.
The group conducted market research to help The Backyard Bar and Grill address two decision problems: increasing awareness among Baylor students and determining the effectiveness of current advertisements. They surveyed 130 people, mostly Baylor students, and found that word of mouth was the primary form of exposure. While most females were aware of The Backyard, fewer visited compared to males. Advertisements seemed most effective for those already aware. The group recommended focusing promotions on college females and increasing social media presence to reach more students. Limitations included a gender-imbalanced sample and challenges interpreting some responses.
Media planning involves selecting appropriate media platforms to effectively communicate advertising messages to the target audience based on budget and objectives. It is a complex process that considers audience characteristics, technical factors like frequency and reach, and the large number of potential media scheduling combinations. Effective media planning requires understanding traditional and emerging media options, consumer behaviors, and keeping up to date on industry trends to optimize messaging at minimum cost. Most strategies employ a mix of media channels and vehicles.
The document discusses media strategy and planning, including:
1) Strategic decisions must be made about which media channels best expose advertising to the target audience. Channels include television, digital, radio, outdoor, newspapers and magazines.
2) The media chosen should fulfill campaign objectives and be consistent with the goal of ensuring the objectives are met.
3) Demographic matching involves selecting media based on the demographic profile of its audience to align with the target for the campaign. Direct matching surveys the target market directly.
4) A media mix is typically used, combining several channels and vehicles, to achieve the desired reach and frequency rather than using just one medium alone.
The document discusses principles for effective media planning and metrics for measuring advertising success. It recommends employing a multi-media approach and continuity over bursts to maximize reach. During economic downturns, it suggests continuing advertising while negotiating for flexibility, value-adds and a focus on consumers. New metrics like neuroscience and actuarial analyses can provide granular insights but traditional metrics still apply, like measuring awareness and branding. The key is finding the right balance of metrics and principles to optimize advertising performance.
- The document describes Steve Bartlett's upbringing on a farm in Texas and how caring for a sick calf taught him the importance of giving his all and not accepting failure. This lesson stayed with him throughout his career.
- It details Bartlett's early interest in politics and how he got involved in campaigns as a young person. He eventually decided to pursue a career in public service himself.
- After starting a successful plastic injection molding business, Bartlett ran for and was elected to the Dallas City Council in 1977. He later won election to the U.S. Congress in 1982 at age 34.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help boost feelings of calmness, happiness and focus.
Michael Montanelli is a recent graduate of the University of Miami School of Business seeking a job in finance or business. He has experience in campaign finance from an internship with Campaign Financial Services where he tracked political contributions and filed documents. Additionally, he has worked as a tennis instructor at Spring Lake Bath & Tennis Club for over a year, teaching lessons to children and adults. Montanelli held leadership roles as Secretary of his high school's Italian Club and was a member of the Computer Club.
Prueba segunda parcial de historia del derchoDEYSITATIANAIB
La prueba segunda parcial se llevará a cabo el próximo viernes a las 9 de la mañana en el salón de clases habitual. Los estudiantes deberán traer sus útiles escolares y documentos de identificación. El examen cubrirá los temas vistos en las últimas 4 semanas de clase.
Tlaxcalilla se localiza en el estado de Hidalgo, México. La mayoría de la población es católica y celebran varias tradiciones importantes como la fiesta patronal de San Bartolomé que dura una semana cada agosto e incluye danzas, procesiones y quema de castillos. Otras tradiciones son El Carnaval y los festejos a la Preciosa Sangre. La comunidad también ha mejorado su educación con la adición de una escuela primaria, secundaria y preparatoria a través de los años. Es importante pre
Steve Bartlett grew up on a farm in Texas where he learned the value of hard work, responsibility, and perseverance from his parents. As a young boy, he failed to save his sick calf Little Red despite his best efforts, which taught him an important lesson from his father about doing everything possible to succeed. This experience had a profound impact on Bartlett and motivated him to give every challenge his all.
Bartlett went on to have a successful career in politics, becoming the mayor of Dallas and a Congressman. He attributed his success to consistently setting goals and mapping out specific plans to achieve them through hard work and service to others. Bartlett believed in running purposeful campaigns focused on voters' needs rather than negative attacks
sivi kimyasal atik depolama damlama toplama kuveti paleti izgarasi tavasi Karma Metall
Sıvı toplama küveti,Kimyasal toplama paleti,Varil toplama paleti,Varil stoklama küveti,Varil stoklama paleti,Yağ toplama tavası,Yağ toplama kabı,Varil taşma teknesi,Paslanmaz çelik kimyasal toplama küveti,Döküntü yağ toplama küveti,Akaryakıt tankı taşma havuzu,Kimyasal taşma havuzu,Kimyasal tank taşma havuzu,Yağ toplama küveti,Mekanik atık yağ toplama kabı,Yağ boşatma tankı,Yağ boşaltım tavası,Yağ toplama makinası,Yağ boşaltma tanklarıVaril taşıma ve stoklama istasyonları,Varil paleti
Alexandra Tolos has over 10 years of experience in retail management. She is currently the Concession Manager at Debenhams, where her responsibilities include achieving sales goals, ensuring product presentation standards, managing staff, and promoting excellent customer service. Previously, she held several managerial roles in Romania, including Fresh Department Manager at Kaufland, where she oversaw multiple departments and a team of 30. She has a bachelor's degree in Romanian and English literature. Her skills include commercial awareness, communication, teamwork, problem solving, and leadership.
Este documento discute la situación actual del periodismo en España, caracterizada por la migración digital de los medios tradicionales a Internet. Los medios tradicionales como la radio, televisión y prensa ahora tienen presencia en línea, aunque todavía coexisten con los formatos tradicionales. El documento también analiza los aspectos positivos y negativos de la información en Internet, así como los cambios en los consumidores y consecuencias del uso cada vez mayor de la tecnología.
This document summarizes research into the private life of mail. It discusses how mail is handled and interacted with in the home over extended periods of time. Mail elicits emotional responses through its tactile qualities and creates memorable impressions. Research found mail drives successful return on investment for companies and enhances the impact of integrated marketing campaigns. A case study on the Salvation Army showed how increasing mail volumes grew new donors by 262% and fundraising totals. In conclusion, mail brings brands directly into consumers' lives and homes in impactful ways.
1) A survey was conducted of over 1,600 existing customers of a telecom company to assess the impact of different media campaigns, including the use of direct mail.
2) The results showed that direct mail increased brand awareness and had a higher recall rate than other media like print, though not as high as television. Combining direct mail with television and online advertising seemed to improve customers' recall of the campaign messaging.
3) While very few customers took immediate action after seeing ads or receiving direct mail, combining media exposures appeared to positively influence customers' intentions to switch services in the near future, especially among baby boomer customers. Direct mail was also viewed as more credible and relevant than other advertising by customers who
Share of Search and Market Share - Ben ShepherdBen Shepherd
Analysis into the relationship between share of search queries within a category and market share within this that category. Categories analysed - utilities, health insurance and automotive.
WOMMA 2010 - The Economic Value of Word of MouthKeller Fay Group
1. The document discusses quantifying the economic value of word-of-mouth conversations for ESPN. It finds that ESPN viewers are more influential word-of-mouth advocates who have a wider reach and greater impact on purchases than non-viewers.
2. ESPN advertising is found to play an important role in driving word-of-mouth conversations, with ESPN viewers being more reliant on advertising for discussion topics. Advertising on ESPN during sports events generates substantial increases in word-of-mouth about advertised brands.
3. A study found that the average ESPN viewer delivers $2.9 more in word-of-mouth value to marketers compared to non-viewers, demonstrating the economic impact of word-
This document summarizes key findings from a 2014 digital research report on creating effective brand communication. It found that consumers are sensitive to high volumes of marketing messages and will take actions like deleting apps or closing accounts if they feel overwhelmed. While consumers will share some data in exchange for relevant personalized content, too many messages can cause "Deletist" consumers to cut off that data sharing and relationship with the brand. The report provides insights into message volumes, consumer preferences and privacy concerns in different countries.
The Private Life of Mail - Methodology and the making of the story - January ...Royal Mail MarketReach
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
This document summarizes a social media marketing platform called SocialCompass. It listens to social media conversations in real time, engages users with targeted offers and content, and rewards referrals. Key features include listening across social networks and locations, engaging users with offers and content, and tracking referrals to measure results. The platform has seen success in industries like restaurants, fitness, and retail. It offers white label solutions and influencer marketing campaigns have generated thousands of sales and referrals. Customers have seen improved sales, traffic, and conversions through using SocialCompass.
The group conducted market research to help The Backyard Bar and Grill address two decision problems: increasing awareness among Baylor students and determining the effectiveness of current advertisements. They surveyed 130 people, mostly Baylor students, and found that word of mouth was the primary form of exposure. While most females were aware of The Backyard, fewer visited compared to males. Advertisements seemed most effective for those already aware. The group recommended focusing promotions on college females and increasing social media presence to reach more students. Limitations included a gender-imbalanced sample and challenges interpreting some responses.
Media planning involves selecting appropriate media platforms to effectively communicate advertising messages to the target audience based on budget and objectives. It is a complex process that considers audience characteristics, technical factors like frequency and reach, and the large number of potential media scheduling combinations. Effective media planning requires understanding traditional and emerging media options, consumer behaviors, and keeping up to date on industry trends to optimize messaging at minimum cost. Most strategies employ a mix of media channels and vehicles.
The document discusses media strategy and planning, including:
1) Strategic decisions must be made about which media channels best expose advertising to the target audience. Channels include television, digital, radio, outdoor, newspapers and magazines.
2) The media chosen should fulfill campaign objectives and be consistent with the goal of ensuring the objectives are met.
3) Demographic matching involves selecting media based on the demographic profile of its audience to align with the target for the campaign. Direct matching surveys the target market directly.
4) A media mix is typically used, combining several channels and vehicles, to achieve the desired reach and frequency rather than using just one medium alone.
The document discusses principles for effective media planning and metrics for measuring advertising success. It recommends employing a multi-media approach and continuity over bursts to maximize reach. During economic downturns, it suggests continuing advertising while negotiating for flexibility, value-adds and a focus on consumers. New metrics like neuroscience and actuarial analyses can provide granular insights but traditional metrics still apply, like measuring awareness and branding. The key is finding the right balance of metrics and principles to optimize advertising performance.
- The document describes Steve Bartlett's upbringing on a farm in Texas and how caring for a sick calf taught him the importance of giving his all and not accepting failure. This lesson stayed with him throughout his career.
- It details Bartlett's early interest in politics and how he got involved in campaigns as a young person. He eventually decided to pursue a career in public service himself.
- After starting a successful plastic injection molding business, Bartlett ran for and was elected to the Dallas City Council in 1977. He later won election to the U.S. Congress in 1982 at age 34.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help boost feelings of calmness, happiness and focus.
Michael Montanelli is a recent graduate of the University of Miami School of Business seeking a job in finance or business. He has experience in campaign finance from an internship with Campaign Financial Services where he tracked political contributions and filed documents. Additionally, he has worked as a tennis instructor at Spring Lake Bath & Tennis Club for over a year, teaching lessons to children and adults. Montanelli held leadership roles as Secretary of his high school's Italian Club and was a member of the Computer Club.
Prueba segunda parcial de historia del derchoDEYSITATIANAIB
La prueba segunda parcial se llevará a cabo el próximo viernes a las 9 de la mañana en el salón de clases habitual. Los estudiantes deberán traer sus útiles escolares y documentos de identificación. El examen cubrirá los temas vistos en las últimas 4 semanas de clase.
Tlaxcalilla se localiza en el estado de Hidalgo, México. La mayoría de la población es católica y celebran varias tradiciones importantes como la fiesta patronal de San Bartolomé que dura una semana cada agosto e incluye danzas, procesiones y quema de castillos. Otras tradiciones son El Carnaval y los festejos a la Preciosa Sangre. La comunidad también ha mejorado su educación con la adición de una escuela primaria, secundaria y preparatoria a través de los años. Es importante pre
Steve Bartlett grew up on a farm in Texas where he learned the value of hard work, responsibility, and perseverance from his parents. As a young boy, he failed to save his sick calf Little Red despite his best efforts, which taught him an important lesson from his father about doing everything possible to succeed. This experience had a profound impact on Bartlett and motivated him to give every challenge his all.
Bartlett went on to have a successful career in politics, becoming the mayor of Dallas and a Congressman. He attributed his success to consistently setting goals and mapping out specific plans to achieve them through hard work and service to others. Bartlett believed in running purposeful campaigns focused on voters' needs rather than negative attacks
sivi kimyasal atik depolama damlama toplama kuveti paleti izgarasi tavasi Karma Metall
Sıvı toplama küveti,Kimyasal toplama paleti,Varil toplama paleti,Varil stoklama küveti,Varil stoklama paleti,Yağ toplama tavası,Yağ toplama kabı,Varil taşma teknesi,Paslanmaz çelik kimyasal toplama küveti,Döküntü yağ toplama küveti,Akaryakıt tankı taşma havuzu,Kimyasal taşma havuzu,Kimyasal tank taşma havuzu,Yağ toplama küveti,Mekanik atık yağ toplama kabı,Yağ boşatma tankı,Yağ boşaltım tavası,Yağ toplama makinası,Yağ boşaltma tanklarıVaril taşıma ve stoklama istasyonları,Varil paleti
Alexandra Tolos has over 10 years of experience in retail management. She is currently the Concession Manager at Debenhams, where her responsibilities include achieving sales goals, ensuring product presentation standards, managing staff, and promoting excellent customer service. Previously, she held several managerial roles in Romania, including Fresh Department Manager at Kaufland, where she oversaw multiple departments and a team of 30. She has a bachelor's degree in Romanian and English literature. Her skills include commercial awareness, communication, teamwork, problem solving, and leadership.
Este documento discute la situación actual del periodismo en España, caracterizada por la migración digital de los medios tradicionales a Internet. Los medios tradicionales como la radio, televisión y prensa ahora tienen presencia en línea, aunque todavía coexisten con los formatos tradicionales. El documento también analiza los aspectos positivos y negativos de la información en Internet, así como los cambios en los consumidores y consecuencias del uso cada vez mayor de la tecnología.
This document provides label information for an Ancestor Figure wood carving from New Guinea. It was created in the 20th century for the purpose of ancestor worship as part of the Sepik River culture. The label wants students to understand that while cultural realities differ, basic human beliefs around family and reverence remain universal. It encourages viewing the figure as a watchful grandfather to appreciate the deep respect the creators felt for their ancestral figures.
The document provides step-by-step instructions for creating and customizing PayPal payment buttons to add to a website or send in emails. It explains how to set up a PayPal account, choose from button types like Buy Now, Add to Cart, and Donations, enter item and payment details, and generate HTML code to display the buttons. Advanced customization options allow setting prices, messages, and limits to control inventory and payments. Overall it aims to simplify accepting online and email payments through PayPal buttons without worrying about the technical details.
This document provides instructions for how to use the Postcron platform to schedule social media posts across multiple networks like Facebook, Twitter, and Google+. It outlines the sign in process using various social accounts, connecting accounts, selecting media like photos or text to share, adding hashtags or watermarks, scheduling posts for future dates and times, and approving scheduled posts. The instructions are broken into clear steps to easily guide users through the posting and scheduling process on Postcron.
An operating system (OS) is system software that manages computer hardware and software resources and provides common services for computer programs. The operating system is a component of the system software in a computer system. Application programs usually require an operating system to function.
The document introduces different data structures commonly used in programming, including lists, arrays, stacks, queues, trees, and graphs. It provides examples of how queues and binary trees are structured and when each would be an appropriate data structure to use. Programmers must choose which data structure to implement based on the nature of the data and the necessary operations. Alice supports lists and arrays as basic built-in data structures that can be used to represent other data structures or organize program data.
This thought piece, authored by strategists from the Proximity network and presented by Digital Lab, examines the empirical need for social media investment by brands and explores the frameworks for measuring the...
Transform results by focusing on receptive audiences TNS
The best ad in the world won’t deliver results if it can’t reach those likely to buy its product. A future-focused approach to identifying receptive audiences is delivering results where traditional targeting has failed.
The document discusses various topics related to audiences, including:
- What an audience is and why they are important for media companies.
- How new technology has impacted audiences by allowing people to access media on different platforms.
- How audiences can be fragmented across multiple media outlets.
- How media companies continue generating revenue through advertising even as audiences shift online.
- Different types of audiences like mass and niche.
- The importance of categorizing and understanding audiences through demographics and psychographics.
- Methods of measuring audiences like diaries, meters, surveys, and industry organizations like NRS, ABC, and BARB.
The document discusses various topics related to audiences, including:
- What an audience is and why they are important for media companies.
- How new technology has impacted audiences by allowing people to access media on different platforms.
- How audiences can be fragmented across multiple media outlets.
- How media companies continue generating revenue through advertising even as audiences shift online.
- Different types of audiences like mass and niche audiences.
- The importance of categorizing and understanding audiences through demographics and psychographics.
- Methods for measuring audiences like diaries, meters, surveys from organizations like NRS, ABC, and BARB.
The document discusses various topics related to audiences, including:
- What an audience is and why they are important for media companies.
- How new technology has impacted audiences by allowing people to access media on different platforms.
- How audiences can be fragmented across multiple media outlets.
- How media companies continue generating revenue through advertising even as audiences shift online.
- Different types of audiences like mass and niche audiences.
- The importance of categorizing and understanding audiences through demographics and psychographics.
- Methods of measuring audiences like diaries, meters, surveys, and industry organizations like NRS, ABC, and BARB.
The marketing world’s intense focus on analytics, of late, hasn’t always led to better performance — because, while it’s easy to collect data, it’s difficult to turn it into deep insight. This Insight Center covered content that included a leading practitioner company’s reinvention of market research, a framework for measuring what your customers actually value and will pay for, and a toolkit approach to defining the customer’s “job to be done.”
https://runfrictionless.com/b2b-white-paper-service/
This document summarizes the key arguments for why above-the-line advertising will remain important. It argues that we have become too obsessed with new media and technologies and have overlooked the effectiveness of mass reach advertising. It notes that most people spend far more time with traditional media like TV than online. It also shows that occasional and non-buyers make up a large portion of brand sales and that focusing only on loyal fans will not drive business growth. The document concludes that above-the-line advertising is still necessary to reach mass audiences cost effectively.
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2. .comconfidential
Executive Summary
• The Nielsen rating system has never been ideal for targeting
political/issue advocacy TV buys
o Nielsen is good at helping you target consumer groups, for example
‘Adults 18-49’.
o However, campaigns and issue advocacy groups tend to have
much more specific targeting, reliant on variables such as party
affinity, issue preference, turnout likelihood, and basic demographic
variables (e.g., age, gender, ethnicity).
• Utilizing set-top-box data, we can derive custom ratings for
target groups that campaigns or issue advocacy orgs actually
want to target
o For example, a campaign might want to contact unmarried, high
turnout, 18-28 year old women; with set-top box data, we can very
easily establish a custom rating for that group across all channels
and timeslots.
• Set-top-box targeting confers several benefits to campaigns
and issue advocacy organizations:
o This data allows you to have a much more detailed understanding
of where your political target universes watch their TV.
o This data allows you to apply niche messaging to niche groups,
likely increasing the efficacy of your ad campaigns, when compared
to messaging targeted to broad Nielsen ratings groups.
o In our experience deploying this targeting approach across multiple
statewide campaigns, we have achieved 20-50% efficiency gains
(in terms of average cost/delivery to target), helping our campaigns
get a lot more “bang for their buck”.
4. .comconfidential
The Nielsen “points” status-quo
Even if you are not involved in buying television ads, you have undoubtedly
heard of Nielsen ratings and their ubiquitous “points.” The day after the Super
Bowl, you might wake up hearing reports of how many points the Super Bowl
attracted and how that compares to previous years. Interestingly, most people
are not aware exactly of what a “point” is, even though they may have been
willing to purchase ads and think in terms of points for decades.
In the Nielsen rating system, a point is set to be
equal to 1% of the viewers in any given Nielsen
category (see the table to the right for a list of
such categories). The two most commonly
used categories are “households” (everyone
with a TV in their home) and “Adults 18-49.”
This latter category is typically considered
more valuable (i.e., more expensive) because
people age 18 to 49 tend to buy more
consumer goods than those outside of this
demographic category.
Anyone involved in electoral or public opinion contests might immediately spot a
problem in relying on a category as broad as “Adults 18-49.” Influencing potential
voters is very different from selling consumer goods. How often does your
pollster tell you that you need to make inroads with “Adults 18-49?”
In the world of political and advocacy campaigns, target populations tend to be
much more specific and stratified by factors such as party identification and
likelihood of turning out for elections. For example, a campaign might be
interested in targeting high turnout Republican primary voters not identified as
strongly supporting the opposition candidate, and who are highly concerned
about their tax burden. Alternatively, an advocacy group might want to target
non-married women, age 18-35 who are likely to vote in the next general
election, with a message about “the war on women.” The Nielsen rating system
and its broad consumer categories is fundamentally ill equipped in providing the
kinds of specific information most important to campaigns and advocacy groups.
Nielsen Estimates 2012-2013
Households
People 2+
Adults 18-49
Women 18-49
Men 18-49
Adults 18-34
Women 18-34
Men 18-34
Adults 25-54
Teens 12-17
Kids 2-11
5. .comconfidential
The 1000-point rule
Unfortunately, the dominant Nielsen paradigm has instilled a sort of carpet-
bombing mentality in many campaign and advocacy operatives, in which the goal
is to “saturate” a market by buying 1000 points. Remarkably, there is no empirical
evidence to suggest that this is the most effective approach to getting one’s
message across. We have interviewed dozens of industry experts and have yet
to hear a single piece of empirical, quantitative evidence supporting the 1000-
point rule of thumb. When we challenge “experts” on the value of the 1000-point
rule, they often return with another rule of thumb, that buying 1000 points will
results in the average target seeing the ad 10 times. If you have the nerve to
push for empirical support on this second claim (we have a lot of nerve), the
answer is usually unsatisfactory. Organizations end up having to take it on faith
that 1000 points, not 900, not 1300, not 725, is the magical round number
needed to do a good job on TV.
The carpet-bombing approach is ineffective for two main reasons. First, it does
not actually do a good job of directing which shows to buy. You can buy 1000
points of Kim Kardashian, and 1000 points of This Old House. Both would get
you to the magical goal of 1000 points, neither probably does a good job of
hitting your political/issue advocacy target. If we continue with the bombing
metaphor, it is generally good to know whose side is getting bombed (the 1000
point rule is curiously apathetic about this little detail). Second, unlike carpet
bombing in real life, which has an economic justification, paying for message
space using the 1000-point approach does not save anyone money (in fact, it
tends to do quite the opposite). The only useful function of the 1000-point rule we
have discovered thus far is helping so-called “experts” avoid tough conversations
regarding their reasoning behind a buy. We like to think that a better approach to
carpet-bombing is using precision strike weapons, which is what we discuss next.
7. .comconfidential
There is a better way
The good news is that we do not have to resign ourselves to blindly following the
Nielsen rating system with its focus on excessively broad consumer categories
that are of little use in political and advocacy contexts. We can now make our
own custom ratings for the political target audiences critical to winning
campaigns and issue advocacy efforts.
The key to doing this is the little glowing box sitting beneath millions of
Americans’ televisions. It turns out it knows a lot about what people are watching
and shares its secrets (with 100% accuracy) to the cable or satellite company
that charges for its use. This information allows television companies to
understand what people are watching:
Before you get too worried about your privacy, no, cable/satellite companies will
not share what you, or John Smith for that matter, is watching. The moment they
do, they know privacy hawks will notice, and Congress will come down on them
with crushing regulation.
The key to harnessing this data is something that, to be frank, the Democrats
have already figured out. Dan Wagner and Carol Davidsen, working for the
Obama campaign, realized that they did not really care about what any individual
voter was watching, but rather, about what groups of voters were watching. By
requesting the viewership profile of whole groups of potential voters, the
cable/satellite companies are able to provide this information in a de-identified
format, which still protects the individual privacy of viewers, but allows for a much
more specific profile of what key target groups are watching.
8. .comconfidential
Our approach
In this new approach to targeting, we begin by selecting a group of voters whose
characteristics make them of interest to us. For example, if a campaign was
interested in pushing back on war-on-women messaging, we might go to the
voter file and take all of the registered, unmarried women, age 18 to 28, who
have moderate-to-high election turnout probabilities, and whose affinity scores do
not put them in the strong Democrat category. This segment of the voter file now
becomes a target demographic file. In the diagram below, you can see three
such target demographic files for three different groups (the above-mentioned
women, social conservatives, and undecided voters).
The next step is to take these demographic files and match them through a third
party vendor to the set-top-box data that the cable companies have, as shown on
the top of the following page:
9. .comconfidential
What results from this process is large sets of output data for each submitted
demographic file. These output files can be very large (e.g., 30 GBs for a single
day of data), and very unwieldy for typical processing due to their massive size,
temporal granularity, and extraneous meta-data. The important thing though, is
that inside these output files is the de-identified, second-by-second viewing
history for individuals who matched your target demographic.
As an example, if we pass in a group of 100,000 targets, and obtain 10,000
matches, we are left with what is equivalent to a very high sample poll of this
group’s viewing habits across the channel lineup. The best part of this approach
is that it does not rely on self-report data, which makes it superior to Nielsen
diary ratings. Self-report data is notorious for bias (e.g., social desirability) and
inconsistency (recall error). A male, blue-collar, social conservative may be
hesitant to admit that he is a huge fan of the America’s Next Top Model, but set-
top-box data does not lie.
10. .comconfidential
Group-specific viewership profiles
After reducing and performing several manipulations on the raw data, the result
is a custom rating for each of the audiences your campaign actually cares about,
for every TV program across the channel lineup. Nielsen points have now
officially become irrelevant. Who needs to know how well a program does on
“Adults 18-49,” when you can know how many of your high turnout war-on-
women audience will be watching? This approach leads to actionable insights
that directly inform when and on what channels to place TV ads in such a way as
to maximize the ad’s exposure to its intended targets. Now you can figure out
exactly how much of your target audience will be watching a given channel at
every hour of the day for every day of the week.
11. .comconfidential
Taking the next step: 0ptimizing
If your organization has decided to jettison the traditional rating scheme (Nielsen
points), you have done something quasi-revolutionary. The next step, however, is
all about adding value to this new approach. While the set-top-box data lets us
know which shows to target in order to reach our intended target audience, it is
most effective when coupled with ad pricing data.
Returning to our example of targeting the “war-on-women” segment of the
electorate, let’s say you collected pricing information from all the channels in a
market where your campaign is interested in placing ads. The campaign is all set
to communicate with the target audience to tell them just how pro-women the
candidate is. By combining target audience viewership with pricing data, we can
now look at views like this:
With this view comes the realization that some shows are much more efficient at
delivering your message than others. For example, you realize that trying to
deliver through Channel 8’s News at 6AM is going to cost you 7.74 cents per
delivery whereas buying in the next time block will mean you only pay 3.72 cents
per delivery (a 51% efficiency gain). You begin to realize that with this new
targeting information, you can beat the market because while the world is still
thinking in Nielsen terms, you can think in terms of the audience that matters to
you, and game the market to your advantage.
What if you could implement this approach across all of your TV buys? What if
you could buy your audience when and where it was cheapest to get to them? In
other words, not only could you target better, but also you could save money
doing it, and re-invest that money into more TV impressions, or whatever else
your campaign needed to do? You can.
13. .comconfidential
A competition of sorts
About a year ago, a major TV buyer sat through the live presentation version of
this paper, and patiently waited until the end, taking it all in. At the end of the
presentation, he said, in a grandfatherly voice, “Guys, I get it, cool fancy
spreadsheets and doodads that let you do some pretty nerdy stuff, but I have
been buying TV longer than you guys have been alive, you don’t really think you
guys can beat me do you?” Our answer to his challenge was brutally honest –
“Yes… and we can prove it.” His grandfatherly demeanor became slightly less
grandfatherly with his follow-up question—“How the heck do you plan to do that?”
We were talking with this particular TV buyer about an upcoming primary race in
Texas, so we asked him to provide us with pricing for the channels and shows in
Houston and his most recent primary election buy pattern. He agreed to go head-
to-head with us, but only under certain conditions. He asked that we only
consider the four major broadcast channels and Fox News, since that was “all
[he] could ever see buying for the primary electorate.” Further, he asked us to
plan for a week’s budget of $225,000, since that is what his books would show
he spent for his last Houston primary buy. We agreed and the results of our little
contest are what follows.
Upon examining his books, we quickly discovered the buy pattern: local news
and the prime-time block for Fox News. No knock on him—this is a conventional
Republican primary buying rule of thumb. We decided to target differently. We
decided to target based on our set-top-box data in combination with pricing data
the buyer had given us. When we compared the traditional buy pattern to our
own buy pattern, we quickly realized that we called for many more spots given a
similar overall budget.
14. .comconfidential
Not even close
However, when it came down to comparing the overall effectiveness of our buy
compared to the traditional approach, the results were unequivocal. We almost
doubled the number of impressions achieved against the target audience (in this
case, proven primary voters), which had the effect of nearly halving the cost-per-
impression.
When we showed the buyer these results, he asked how this could this be
possible. He simply did not believe it. We showed him these three graphs:
15. .comconfidential
These three graphs synchronize three pieces of data by half hour time block on
the channel KHOU in Houston. The first piece of data (top graph) is simply the
pricing information the buyer gave us. The second piece of data (middle graph)
was the number of targets (primary voter households) projected to be watching
that channel at any time during the day. Lastly, we derived the third chart from
the first two by taking the cost for a time slot and dividing the cost by the number
of targets to yield our cost per impression line. Using this approach, we
effectively built “cheat” codes for beating the market.
We then overlaid the traditional buyer’s buy pattern, and our buy pattern, the
buyer looked on, frankly mystified. The campaign manager sitting beside him got
it. We knew what the buy efficiency was at every channel at every time of day for
our target audience, and could therefore beat anyone relying on the Nielsen
ratings (or similar non-voter file matched) buy scheme. Our approach literally
highlights when and where it is most cost-effective to reach the intended target
audience.
16. .comconfidential
Takeaways
• The age of Nielsen rating supremacy is over. We can now establish
custom ratings for campaigns and issue advocacy efforts based on
segments of the electorate you deem most important.
• Building custom ratings allows precision targeting of messages to the
intended audiences and can minimize exposure to non-intended
audiences.
• Using these custom ratings, you can now think in terms of contacts on
target (instead of ambiguous points), just like you do for internet, mail,
phones, and door knocks.
• Using custom ratings, you can beat the TV market, in our experience over
multiple statewide campaigns, by anywhere from 20-50%. For example,
on a $1M TV budget, you can expect to be able to buy 20-50% more
impressions with the same dollar if you target this way.
• Campaigns can design niche ads and deliver them to highly specific
audiences. This means young women can get your war on women ad, low
turnout republicans can get your charismatic turnout ad, and old Regan
Democrats can get your plans to keep the military strong and restore
integrity at the VA.