Becca Han is known to wear many hats around Reprise, doing a little bit of everything for both Business Development and Strategy. In this week’s RepriseMe, we’ll see some of Becca’s non-business hats. Well, we don’t have actual hats or anything. It was figurative, jeez, cut us some slack!
1. Where are you From?
Born and raised in Chicago, IL (we peaked in the 90s during the Bulls’ Dynasty)
2. Great moments in Reprise History?
When Justin Bieber “arrived” in the office.
Our own Director of Strategic Development, Mr. Noah Mallin, is a regular contributor to the Huffington Post. Last week they published the article below and we, being proud co-workers, are letting you check it out on Searchviews or directly on the Huffington Post.
On last Sunday’s episode of AMC’s period ad drama Mad Men, John Slattery’s World War II vet Roger Sterling exploded in rage at the prospect of pitching to a Japanese client: “Why don’t we just bring Dr. Lyle Evans in here?”
The other characters draw a blank on who exactly Dr. Lyle Evans is.
As Vanity Fair and others pointed out within minutes the Internet surged with the same question — who is Dr. Lyle Evans? Google searches on the name skyrocketed.
Initial speculation was that Mad Men creator Matt Weiner and the show’s writers had created the name as a so-called “Google bomb”, a prank intended to drive a made-up name into trending search charts. So far that still seems to be the case, though some have pointed (check the comments in the Vanity Fair link) to the character of Evan Llewellyn Evans played by Sydney Greenstreet in the classic ad movie The Hucksters as the source of the reference.
If it was planted on purpose though, could it also have been for another reason beyond the fun of influencing the behavior of a large group of strangers online?
This is entirely speculative, but consider the value of product placement within television shows, a practice that has been on the upswing of late. Typically though the results of such placements can be hard to measure, especially when the product is woven organically into the show’s storyline (as it should be.) How do you prove effectiveness?
Search engine queries are a great start. The immediate online response of a big swath of viewers to a show that already offers a dense tapestry of historical references and Easter eggs is hard to beat. What better way to show this influence over fans?
This got me to thinking on a broader level about how my fellow modern day ad colleagues look at data to guide strategy and measure results. Sometimes it can be helpful to go off the beaten path and look at non-traditional sources of measurement for inspiration.
Take a blog post I read recently about a press release from GM’s OnStar division, which offers drivers turn-by-turn navigation to destinations. The press release listed the Top 10 destinations drivers had used OnStar to search for by brand:
1. Wal-Mart
2. Holiday Inn
3. Home Depot
4. Walgreens
5. Marriott
6. McDonald’s
7. Bank of America
8. Starbucks
9. Target
10. Hampton Inn
My first thought was that people may need gas but they don’t seem to care what brand they get it from. The second was that every single one of the brands in the Top 10 ought to be thinking about the power of locally-targeted mobile search ads. Plenty of people use their smart phones to find local destinations while driving (hopefully with the help of a non-driving passenger). What a great additional proof point to bring this home.
This is not to mention the obvious implications for local SEO and individual store listings on platforms like Google Places, Yelp, and increasingly Foursquare. With Facebook rolling out location-based check-ins, some brands might even consider local Facebook profiles for individual stores. Many already have.
The fact that an in-car navigation system can tell us about the potential of advertising on mobile devices, and search volume on Google can give insight into the behavior of television viewers brings home the fact that we tend to be doing many things at once these days. We search (and make phone calls) while driving and watching TV, we watch TV and buy things online simultaneously, we work and chat with pals on Facebook at the same time. As our activities multiply, the need to vary the data sources that help us understand this is vital.
Every Friday, Reprise’s best and brightest meet to discuss the week’s top industry news. It’s a meeting that sometimes ends in laughter, sometimes end in tears, but always ends with interesting insights, insights we’ve decided to share with you, dear reader.
Foursquare’s Crowley: Facebook Places “Boring” http://www.mediapost.com/blogs/raw/?p=3688
Small piece on what mobile check-in phenomenon Foursquare’s co-founder thinks of Facebook’s recently launched Places,a seeming competitor with a much larger potential platform, and how he intends to stay ahead of the social networking behemoth
Our take:
Our group found it interesting that FourSquare signups spiked the day Places came out. We attributed this to Places creating a new awareness of location based social networking in general, plus the limitations of Places. While Facebook should be at an advantage to pick and choose from others innovations since they’re starting late, they don’t have any of the incentives or deals Foursquare users enjoy. Foursquare is also platform agnostic, while Facebook has decided to make the mobile version of Places available only to iPhone users so far. John Chan, our VP of Media, mentioned a friend of his who uses FourSquare to remember where he’s been (Memento, anyone?) so maybe Facebook can use Places as a mapped diary, or they can start to include tips and recommendations from friends. Regardless, as evidenced by the absence of Places postings on most people’s walls, Facebook has some work to do.
Apple and Google Prepare for Mobile Ad War http://money.cnn.com/2010/08/26/technology/mobile_advertising/index.htm
With Apple and Google’s respective purchases of Quattro Wirless and AdMob, tech companies are betting big on a mobile ad boom.
Our thoughts:
While many of us thought that Apple’s demo of Nissan iAds we had seen for the upcoming Leaf were impressive, they also felt a little excessive and reminded some of banner ads that blocked the screen back in ye olde Internet times. Just because you can do a lot to take over the device with mobile ads doesn’t mean you should. Marketers need to ask how do people use their phones? Our coffee klatch agreed that the opportunity to market in mobile is very strong around local location and product searches and in store reviews and even apps that guide you to different things (How to Bake Cookies in a recipe app could guide you through the ingredients in your local supermarket for instance). In other words enhance the user experience, don’t disrupt it.
In this week’s RepriseMe, we sit down (digitally) with San Francisco native Yolanse Lau and get the scoop (that’s news speak) as she tells all (over email).
1. Where are you From?
I am the world’s biggest San Francisco townie – born in San Francisco’s North Beach district.
2. Great moments in Reprise History?
Finding a shortcut to budget management files through excel – woohoo!!!
3. Reprise Job Related Tip?
Write your name on the apples you put in the fridge – all apples left untagged will become community property.
4. Which Search Engine Would You Be and Why?
Google, it’s the best and even anticipates your queries.
5. If you lived 100 years ago what would your job be?
Superintendent of Education, then I can change the education policies towards minorities.
6. Favorite TV?
Sad but true… Jersey Shore, NCIS, CSI (before Grissom left), and my current fav – Drop Dead Diva.
7. Favorite Movies
Inception, Up, Amadeus, and any and all chick flicks.
8. Favorite Music/musicians ?
I appreciate all types of music and it also depends on what mood I’m in.
Hero/Heroine?
Warren Buffet
9. Favorite social media site
10. How would you describe yourself in a search ad?
I would use display ad network and put this picture up – it’s worth a million words.
11. Favorite Book and why?
The Alchemist by Paulo Coelho – an oldie, but still a goodie. It’s great when you’re in need of an inspirational book to recharge your batteries for life.
Brian Hemhauser is a Snerd. You’ll learn other things about him in this edition of RepriseMe, but that’s really all you need to know. What’s a Snerd? If you have to ask, you’ll never know (it’s a search nerd).
1. Where are you From?
Born in Middletown, NJ and currently reside in Hoboken, NJ.
2. Great moments in Reprise History?
I’d say my greatest moment was the construction of our teams Marcom Report, but the building of this report has never ended, so it ceases to be a “moment”.
3. Reprise Job Related Tip?
Do not become too attached to any water robots in the kitchen area.
4. Which Search Engine Would You Be and Why?
This might be the single snerdiest question in the history of snerdom. I guess I’ll say Kosmix, since Noah will be happy if anyone says that.
5. If you lived 100 years ago what would your job be?
I’d definitely be a cowboy. If I can wrangle millions and millions of keywords, a few herds of cattle should be cake.
6. Favorite TV?
The Daily Show/Colbert Report, The Office, Curb Your Enthusiasm, House (yes, House watches “House”), The Wire, South Park
I also have a series of search related television shows that I watch regularly:
(Click) Through Blood
Desperate Quality Scores of NJ
America’s Got Talent For Lowering CPCs
It’s Always Sunny in Agencyland
7. Favorite Movies
In no particular order: Pulp Fiction, Back to the Future, Goodfella’s, The Graduate, and Tiptoes
I also like any movies related to search:
Traffic Driving Miss Daisy
Journey to the AdCenter of the Earth
Dude, Where Are My Keywords
The Bing
8. Favorite Music/musicians ?
How’s this for a top 3: Phish, Bruce Springsteen, The Bouncing Souls
I also have a few search related bands that I listen to regularly:
Rank Against the Machine
Jane’s Addiction To Impression Volume
Negative Keywords by Nature
Guns ‘N’ ROAS’s
9. Hero/Heroine?
Other than Don Mattingly? My father, of course.
10. Favorite social media site
Google Buzz – just so I can be the only person to say that.
11. How would you describe yourself in a search ad?
Come To Brian For All Your Snerd Needs. More Saving. More Doing. (What? Doesn’t every search ad end in “More Saving. More Doing.”?)
12. Favorite Book and why?
Catcher in the Rye – because not only did I finish it once, which is an incredible achievement for me, but I even read it again.
Chris Bot is making it rain. Foreign bills, y’all. In our first RepriseMe from our San Francisco office, Chris answers our questions and represents the West coast well. (This ends the rap jargon section of the RepriseMe)
1. Where are you From?
Representing the dark and gloomy depths of northern New Jersey. (Montville, NJ)
2. Great moments in Reprise History?
Winning the 1st ever Reprise San Francisco creative copy rap battle
3. Reprise Job Related Tip?
Be on you’re A game and keep up with current search trends.
4. Which Search Engine Would You Be and Why?
Kayak.com. Helping people plan and book vacations is a hobby.
5. If you lived 100 years ago what would your job be?
Dream Job in 1910? Travel Agent. I think it would be incredibly exciting to help people explore the world before globalization. Plus, there were probably some good discounts.
6. Favorite TV?
Mad Men followed closely by Breaking Bad.
7. Favorite Movies
Trading Places with Eddie Murphy and Dan Aykroyd. Eddie Murphy was hilarious before the fat suits.
8. Favorite Music/musicians ?
Jurassic 5 & The Strokes
9. Hero/Heroine?
Sir Richard Branson. Chairman of Virgin Group. A rebel billionaire with a world outlook and an adventurous spirit.
10. Favorite social media site
Facebook.
11. How would you describe yourself in a search ad?
| Bored? Read Content About A Random Guy |
| Moved From NJ Out to the Bay. |
| Explorer by Night. Marketer By Day |
| www.meetchris.com |
12. Favorite Book and why?
Shantaram by Gregory David Roberts. Read this summary and tell me it doesn’t sound awesome; A convicted Australian bank robber and heroin addict escapes from an Australian prison and flees to India where he lives a life of personal discovery in the Bombay mafia.
Ken Blom. Media Analyst. Assistant Receptionist. Giant foil ball maker. Snerd. Ken wears many hats and in this edition of RepriseMe we attempt to find more out about the man behind the legend.
1. Where are you From?
Hail from Rochelle Park, NJ, brief stint in Bethlehem, PA, Currently NYC.
2. Great moments in Reprise History?
Beating my personal best campaign upload time, and the time I was victorious against John Chan in RPS.
3. Reprise Job Related Tip?
Treat your keywords as you would like to be treated, and if it gets to the point where you are hashing out the best way to create a fantasy search keyword draft take the next week off.
4. Which Search Engine Would You Be and Why?
Google Image Search, love the recent update, sorting for images of my favorite color robots has never been easier.
5. If you lived 100 years ago what would your job be?
Miner????
6. Favorite TV?
The Office, Seinfeld, 30 Rock, Always Sunny in Philadelphia, Flight of the Conchords, Entourage, Shark Week
7. Favorite Movies ?
Almost Famous, Point Break, Jurassic Park, Shawshank Redemption, Eternal Sunshine of the Spotless Mind, The Last Dragon, Life Aquatic, Forgetting Sarah Marshall, Rounders, The Sandlot
8. Favorite Music/musicians ?
Black Keys, Phoenix, Lupe Fiasco, Citizen Cope, Jack Johnson, DMB, Beatles, Stones (in order of playing now to always playing)
9. Hero/Heroine?
Parents – and of course Optimus Prime, who saved our family that time the microwave turned into a Decepticon. Thanks OP.
10. Favorite social media site
Facebook will do
11. How would you describe yourself in a search ad?
12. Favorite Book and why?
On the Road – Jack Kerouac…. Who doesn’t like a road trip?
What is Outloud?
Outloud is a Content Syndication program that exposes an advertiser’s content to qualified audiences across thousands of sites within the Outbrain network. The Outbrain syndication reaches over 100 million readers a month through distribution on high quality sites, such as USAToday, Chicago Tribune, Washington Post, Gannett, Fox Television Stations, Inc., and the Seattle Times.
Brands can choose to display “recommendation links” to relevant articles on web sites within the Outbrain network. Recommendation links are links displayed below articles suggesting other relevant articles to the reader. These recommendation links can either send traffic to alternative pages on that publisher’s site, or to another site. The links can appear in two ways – as image links (example 1 below) or as hyperlinks (example 2 below). The recommended articles can live within or outside of the Outbrain network. Outbrain “recommendation links” examples can be seen below:
What is Target CPA bidding for Conversion Optimizer?
Target CPA bidding is an enhancement to Google’s Conversion Optimizer, a tool launched in 2007 to improve an advertiser’s ROI. With Target CPA Bidding, an advertiser can set a bid that reflects the average amount they’d like to pay for a conversion rather than the maximum they’re willing to pay for it. Marketers have the choice of using the current “Maximum CPA” functionality or this newly offered “Target CPA” functionality.
How Does Target CPA bidding for Conversion Optimizer work?
For a brand to have the ability to use Target CPA Bidding for Conversion Optimizer, they must already be using Google’s conversion tracking, and have received 15 conversions within the last 30 days. This requires a Google tracking pixel to be placed on pages that are deemed a conversion (i.e. thank you pages).
What are Text Plus Image Placements?
Text Plus Image Placements (TPI) are placements offered by AOL which allows advertisers to enhance their AOL Site Targeted ads with an image, these images may be a logo or any relevant picture. This image appears to the left of the text ad and is clickable. The goal of using a TPI is to enhance the appeal of the text ad, potentially driving additional traffic to the advertiser’s page.
