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In This Issue
Tis the Season to be "Upfront"
HULU Upfront
Here's Something that "Mad Men" never saw coming
How did this ad find me?!
Place my video in your most awesome content!
Tweet of the month

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Welcome to the May issue of Key Notes - Marketing Keys' monthly newsletter. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. 


Tis the Season to be "Upfront"

  

Spring is in the air, which means that a new season of Upfronts is underway. Network Upfronts unveil the latest Fall TV programming to media planners and buyers across the country. They are a way for these networks to build excitement around their upcoming TV Lineups and present new advertising opportunities. In Chicago, for example, Fox 32 will rent out the entire House of Blues in downtown Chicago to present their lineup utilizing a live satellite feed from the President of Fox in New York. ABC-7 will rent out the Museum of Broadcast Communications etc. The program will feature video highlights of new programming and will talk about the demographics and appeal of each of the programs.
 
MAY UPFRONTS: 
 

DATE

NETWORK

CITY

EVENT

May 12th, 2014

NBC-TV

New York

Morning

May 12th, 2014

Fox

New York

Afternoon

May 13th, 2014

ESPN

New York

Morning

May 13th, 2014

Univision

New York

Late Morning

May 13th, 2014

ABC-TV

New York

Afternoon

May 14th, 2014

CBS-TV

New York

Afternoon

May 14th, 2014

TBS/TNT

New York

Morning

May 15th, 2014

The CW

New York

Morning

 

Marketing Keys will be present at many of these Upfronts in order to begin the planning process for our clients from the many marketing and programming opportunities that broadcast and cable TV offer.

 

 

HULU Upfront

 

 
In the midst of traditional network TV Upfronts taking place all Spring, one online TV streaming site gave their own upfront: Hulu.

 

With six million subscribers and counting, Hulu hosted an upfront show that included talent such as Mindy Kaling from The Mindy Project, Gillian Jacobs and Danny Pudi from Community, and Seth Meyers and Mike Shoemaker from The Awesomes. 

 

Alongside shows like the above mentioned Community and The Mindy Project, Hulu announced that they will roll out four times more Hulu Original content - much like Netflix's original series like House of Cards and Season 4 of Arrested Development. 

 

Another exciting venture for Hulu will be its integrated partnership with Pizza Hut, which will allow subscribers to order pizza from the Hulu platform. 

 

Hulu also announced the Summer-2014 premier of full ad-supported episodes on Hulu mobile for free and will be adding a host of new shows including Nashville, Elementary, and Real Housewives

 

It will be interesting to see if the streaming platform will continue their network-like Upfronts in the future, and if other streaming platforms like Netflix (who has held Upfront-like events in the past) and XFinity will jump on the Upfront bandwagon. 

 

 

Here's Something That 'Mad Men' Never Saw Coming

 

 

For the first time ever, interactive-ad revenue surpassed broadcast TV revenue by about $2.1 billion in 2013 (DISCLAIMER: This figure does exclude networks like ESPN, A&E, Fox News, and others).

 

According to the report issued by the IAB, from 2012 to 2013, interactive-ad revenue (which is an umbrella term that covers all digital video, display, search, and mobile advertising) increased by 17%. Much of this increase can be attributed to smartphones, as mobile advertising revenue has more than doubled from 2012 ($3.4 billion) to 2013 ($7.1 billion).

 

For those of us in the advertising industry, it's no surprise that mobile has shown such staggering growth. In the last few years, there have been a few key drivers to attribute it to. One is the development of easy-to-use, engaging mobile sites and apps by retailers that understand there is a disconnect between the "front door" and the point of sale. Consumers are using their mobile devices to make more informed purchase decisions, and mobile-compatible resources are crucial in edging out competitors during the buying process.

 

Another driver is the "second screen" phenomenon. A "second screen" is defined by Techopedia as "A second electronic device used by television viewers to connect to a program they're watching. A second screen is often a smartphone or tablet, where a special complementary app may allow the viewer to interact with a television program in a different way - the tablet or smartphone becomes a TV companion device. The second screen phenomenon represents an attempt to make TV more interactive for viewers, and help promote social buzz around specific programs."

 

As for Don Draper, he and any of the other Mad Men would have scoffed at anyone who suggested that there would even BE such a thing as interactive advertising. He would be amazed that the following chart would one day exist:

 

 

That's the beauty of advertising. Media channels are always being created, evolving, morphing, and in another 50 years, we will all be surprised at the new channels and capabilities that become available.

 

 

How did this ad find me?!

 

One of the prevalent topics in the news recently has been the issue of big data and privacy in the US. Last week, the White House released a long-awaited report on the matter.

 

You may have seen the "60 Minutes" episode about a month ago reporting that data brokers like Acxiom have a great deal of information about us. In fact, some individuals believe they are crossing the line and they know way too much about our private and personal lives. These brokers know what we buy, what websites we search, how many children we have, the ages of our children, what car we drive etc. 

 

The 79 page report urged large data brokers (think Acxiom and Experian) to use practices that mirror the online advertising industry, which it commended on their self-supervising system.  

 

It also went into detail about how these brokers and their big data usage could possibly lead to discriminatory practices - even if unintentional. One example of this is the case of retailers charging different amounts based on where people live, on which the report commented, "There are perfectly legitimate reasons to offer different prices for the same products in different places, but the ability to segment the population and to stratify consumer experiences so seamlessly as to be almost undetectable demands greater review, especially when it comes to the practice of differential pricing and other potentially discriminatory practices."

 

2 years ago the Obama administration and Congress enacted the Consumer Privacy Bill of Rights, overwriting the outdated Electronic Communications Privacy Act, which gave law enforcement and regulatory agencies the right to obtain peoples' private digital communications without a warrant. 

 

 

Place my video in your most awesome content!

 

Video platform YouTube announced at their Upfront the launch of "Google Preferred" - a tool meant to appease the advertisers who have voiced their concerns about showing up next to undesirable content on YouTube. 

 

The Google Preferred feature will allow brands to target their pre-roll ads to the top 5% of the most popular content in areas like food and entertainment. 

 

While this tool will be an "incredibly scarce offering", according to Google Vice President Robert Kyncl, Google Preferred will be great for larger brands. 

 

Earlier this year, YouTube also announced that through their new partnership with comScore and Nielsen, they will have the ability to provide numbers and measure interest for advertisers. 

 

 

Tweet of the Month
MarketingKeys Roger Keys - May 2nd

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Until next month, may all of your marketing dreams and goals
come true! And - if they don't - we are here to help.

 

Sincerely,

 


ROGER KEYS
MARKETING KEYS