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Classic Jack: 2008 -- When the “Mad Men” Era and YouTube’s First Online Stars Intersected
By: Jack Myers   (01/29/2015)

After we published in our members-only report, in November 2008, the first industry commentary urging the ad community to pay attention to YouTube online video stars, marketers began to pay attention. After the article was published, Walter Sabo’s Hitviews, which was the focus of our commentary, connected Fox to online stars for 32 videos to promote the drama series “Lie to Me” and “Fringe,” which became that season’s only Fox premiers to be renewed. Hitviews signed Pepsi, Logitech, Microsoft, Reader’s Digest, MTV, CBS Television Network, Weinstein Films, Sony, Timberland and the US Government, generating more than 60 million organic views. Today Walter Sabo consults companies on maximizing online video exposure and keeps them up to date on the next trends.

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Without a Host to Call Its Own, CBS’ “Late Late Show” is Must-See TV – Ed Martin
By: Ed Martin   (01/29/2015)

For all the fuss last year about the current round of musical chairs among CBS’ late night talk shows – Ferguson is gone, Letterman is leaving, Corden is on deck, Colbert is coming – surprisingly little attention is being paid to something the network is doing right now … keeping “The Late Late Show” alive during the approximately three month gap between Craig Ferguson’s departure and James Corden’s arrival (on March 23) with special guest hosts typically sitting in for two or three days each. This week has featured a two-night stint by Regis Philbin, a man with more experience hosting talk shows than most, and another (concluding tonight) by actress and comedienne Whitney Cummings.

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Mobile and eCommerce Insights from The National Retail Federation’s Big Show – Dan Hodges
By: Dan Hodges   (01/29/2015)

The National Retail Federation’s Big Show was held in New York City in mid-January. A record 32,000 people attended. The annual event – at which retailers gather to network, share innovation ideas and discuss the future -- attracts industry executives from around the world. The mobile breakout sessions at the Big Show offered attendees a unique view of mobile’s role in the new retail experience. I moderated “Mastering the Technological Mobile Roadmap on the New Customer Journey.” Our panel was focused on answering the question, How do you prioritize reaching shoppers and making an impact on them wherever they are?

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Super Bowl XLIX: How Brands Can Win the Big Game with YouTube, Before the Game Starts – Cenk Bulbul, Google
By: Cenk Bulbul   (01/29/2015)

Super Bowl XLIX is about to remind everyone, yet again, that the biggest football game of the year is a cultural phenomenon that drives massive engagement. It attracts approximately 110 million people (about 46% of American households) during game time on TV, with this number of viewers remaining roughly the same, year over year (source: Nielsen). On YouTube, however, engagement with the event is dramatically expanding. More and more people are not only watching the game on TV, but also turning to platforms like YouTube to search for a huge variety of Super Bowl-related content. For example, we see 5x growth in world-wide search interest for the Super Bowl on YouTube in the month of January.

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The Digital/Retro Dynamic (Or, Why I Enjoyed the SAG Awards So Much) – Ed Martin
By: Ed Martin   (01/28/2015)

The show was the SAG Awards, which is now in the running to replace the BAFTAs as my favorite awards show of the season (more on that below). The tablet – specifically my goddaughter’s iPad – was located on her family’s kitchen table, around which we all sat talking, snacking and taking in every minute of the show. Their deluxe 60-inch high-definition TV was just a few feet away in the family room, but nobody turned it on. Tellingly, nobody ever thought to do so. It was in every respect a richly satisfying experience. Some credit goes to the show itself. Some of the credit goes to an app available from her family’s media provider (Optimum) which allows customers to watch live television on their tablets. Some credit must also go to the novelty of it all, at least for me.

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Millennials and The American Dream: It’s Not Dead, Just Different and Delayed -- Alison Hillhouse, MTV Insights
By: Alison Hillhouse   (01/28/2015)

Traditionally, the American Dream was conceived as “opportunity for all” regardless of social class. In the mid-1900s, the American Dream morphed to include physical manifestations such as a house, picket fence and two kids in the suburbs. Today, the nomenclature of the “American Dream” is a struggle for many Millennials, who pride themselves on uniqueness and reject the “one size fits all” approach that it implies. But theory aside, there does seem to be a universal dream of this generation that is consistent across race, gender and geographical location. It’s just shape-shifted yet again to include a penchant for pursuing passions first and hitting life milestones later. As found in a recent MTV study, “Millennials and ‘Merica,” that surveyed 2,000 16-24 year olds, this new two-phased approach lands in a place that’s starkly similar to the American Dream of their parents, simply divergent in the path and timing of how to get there.

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Odds Now Favor Competition in U.S. TV Ratings: Part IV – Bill Harvey
By: Bill Harvey   (01/28/2015)

So far in this series we have reviewed how Nielsen over its long lifespan to date has evolved or devolved from being a passive measurement leader to now a combination of passive and self-report (button pushing and survey data), plus fusion; and how others have shown that larger single-source (purchase transactions plus TV/digital ad exposure) samples without fusion are practical (principally TRA/TiVo Research and Simulmedia). In this installment we will review what some other research companies are doing to add to the pressure on Nielsen and on its customers to more seriously consider alternatives to business as usual. CNBC has just become the first major TV network to break away from Nielsen.

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NFL Deflategate, SOTU, InDirecTV, Net Neutral-Something and Much More – Paul S. Maxwell
By: Paul S. Maxwell   (01/27/2015)

TV viewers have certainly demonstrated what’s most important to the American public. The State of Union speech from the President drew not quite 32 million viewers. College football’s playoffs and championship drew, respectively, 28m each for the playoffs and 33m+ for the Monday night championship. But America loves the NFL most … New England v. Indianapolis drew 42m+ while Green Bay v. Seattle drew almost 50m. Give or take a few.

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Strategizing Campaigns for Millennials: Where, When, How -- Josh Kruter, Clear Channel Outdoor
By: Josh Kruter   (01/27/2015)

Millennials have grown up in a world where answers are Googled in nanoseconds. They demand instant gratification, are frustrated by lack of universal WiFi and worry more about iCloud hacks than credit card security. They text, tweet, speak in emoji, use GIFs to express emotion and effortlessly master tech advances in a blink, tap, swipe and three-fingered grasp. They’ve come of age as the Internet and mobile devices exploded, thrusting their generation into an era of unprecedented choices -- including, as the readers of this vehicle well know, an ever-more fragmenting media landscape. Yet, despite their scattered attentions, reaching this segment is crucial: They are 76 million consumers strong (the largest) with $1.7 trillion in purchasing power. *

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Agencies in Flux: New Models and Old Realities – Brian Jacobs
By: Brian Jacobs   (01/26/2015)

Media agencies have failed to convince the mass of clients of the value of planning. This matters as planning is essential (all agree), and so it has to be paid for somehow. And that’s where we move into the world of kick-backs, rebates, and more recently digital deviousness. If anyone doubts the evolution of the old model then a look through the holding companies’ public statements is instructive. This good piece from ID Comms quotes from the 2013 WPP Annual Report: “The Group receives volume rebates from certain suppliers for transactions entered into on behalf of clients.” It may not be new, but it’s now official.

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For all the fuss last year about the current round of musical chairs among CBS’ late night talk shows – Ferguson is gone, Letterman is leaving, Corden is on deck, Colbert is coming – surprisingly little attention is being paid to something the network is doing right now … keeping “The Late Late Show” alive during the approximately three month gap between Craig Ferguson’s departure and James Corden’s arrival (on March 23) with special guest hosts typically sitting in for two or three days each. This week has featured a two-night stint by Regis Philbin, a man with more experience hosting talk shows than most, and another (concluding tonight) by actress and comedienne Whitney Cummings.

Read More

The National Retail Federation’s Big Show was held in New York City in mid-January. A record 32,000 people attended. The annual event – at which retailers gather to network, share innovation ideas and discuss the future -- attracts industry executives from around the world. The mobile breakout sessions at the Big Show offered attendees a unique view of mobile’s role in the new retail experience. I moderated “Mastering the Technological Mobile Roadmap on the New Customer Journey.” Our panel was focused on answering the question, How do you prioritize reaching shoppers and making an impact on them wherever they are?

Read More
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