Tag Archives: Digital Media Marketing

Super Bowl Commercials: the Good, the Bad and the Innovative.

Date Posted: February 9, 2015 by


Super Bowl commercials might be short in duration, but viewers around the world certainly don’t spend a short amount of time “YouTubing” them. This year, as of the day after the game, we have spent 4 million hours watching Super Bowl ads! So is that a lot of time? Last year, we spent about 2.2 million hours watching these video ads; the numbers nearly doubled! That’s not the only rising Super Bowl statistic- the price is certainly increasing too. The cost of a 30 second slot during the 2015 Super Bowl was $4.5 million…that’s $150,000 PER SECOND! For reference, the first Super Bowl was held in 1967, and they priced the commercials at just $41,000. This brings up the questions, what makes the large cost of these spots valuable? Are they really worth the investment?

The number one commercial for the2015 Super Bowl was by Budweiser. On top of the millions of views from people watching the game (which was the largest viewing audience for the event in history), Budweiser also received 21 million views on YouTube! More than that, people are invested in these commercials, and even save their bathroom breaks for the game as to not miss any! For those of you who may not have been able to hold it, we’ve recapped the good, the bad, and the innovative ads from the 2015 Super Bowl.

The Good:

While The Super Bowl is primarily known for heartfelt or hilarious videos created by beer and candy companies, this year things changed. Some of the most memorable commercials included PSAs. The NFL has received a lot of negative media coverage over the last year in regard to incidents of domestic violence linking back to their players, so they created a very compelling commercial to try and regain some trust while generating awareness and support for Domestic Violence sufferers. The subtle 911 call audio combined with images of a house in conflict brought an eerie reality to the painful occurrence, while asking that we listen to people asking for help and take a stand together. Using a different approach to build the Always feminine hygiene brand, #Fightlikeagirl empowered viewers to be more aware of the way they understand, portray and in turn, value contributions from women because of the effect of the negative perceptions have on the development of individuals, and society as a whole. This ad was very relevant with larger exposure to the feminist movement, while also joining forces with a cause, therefore adding brand value.

The Bad:

GoDaddy, who is known for the racy and humorous commercials, was forced to take down their commercial and make a last minute switch which in turn reduced their number of views to a fraction of what they would’ve been. The pulled video played off of Budweiser’s heartfelt puppy appeal, showing a lost puppy’s journey back to the family farm, only to be greeted with delight on being able to sell the puppy on her new GoDaddy Website. What was created in jest caused enough unrest among early viewers that the brand made the decision to forego the exposure. Some would wonder if that outcome may have been to GoDaddy’s benefit, with the added exposure before the spot even aired on National TV.

The Innovative:

Doritos continued their “Crash the Super Bowl” campaign where they solicit customer commercial entries for a chance to be selected as an official Doritos Super Bowl ad. Millions of people view and vote on the video submissions, and Doritos chooses one or two of those commercials to actually air during their slots. Not only does this leverage customer prizes like trips to the Super Bowl, or $1 Million and a dream job at Universal Pictures, but by actively engaging the brand with customers, Doritos gets more exposure, benefits from customer innovation, and connects more directly with the customer values/mindset.

With our love of all thing marketing, some of us here at i76 Solutions guessed which brand commercials would be the most viewed. Here are the results:

1. Alexa – Budweiser (21 million views) #1 overall Super Bowl commercial!

2. Napoleon- T-Mobile & Kim Kardashian (13.1 million views) #3 overall Super Bowl commercial!

3. James – NFL Domestic Violence (5.7 million views) #8 overall Super Bowl commercial!

4. Michael – Skittles (1.2 million views)

5. Katie – Doritos (774,000 views)

6. Drew – GoDaddy (101,000 views)

Technology Obsessed, Marketing Challenged: Part 1

Date Posted: July 17, 2014 by

Did you ever wonder what life would be like without technology?

Well, before you answer that…since everyone else on my team decided to introduce themselves at the top of their first blog post, I’ll do the same.  I’m Drew, co-founder of this fun little agency we call i76 Solutions.  I run point on the technology and operations for the business…in addition to replacing the hand-towels in the bathrooms when they’re out…Now, back to the initial question.  What would you do without that smartphone?  Your laptop? Headphones?  SmarCar?  Television?  In some ways, life would be much simpler.  But we’re beyond the point of no return – and now, we need to keep up the pace to stay relevant.
This isn’t my first attempt at a blog.  The wildly popular (cough, cough) “Tones in Your Headphones” was born back in 2009 and hasn’t been touched since 2011.  Maybe I’ll get back to it someday. Thank God I have our awesome intern Rachel to keep me on schedule with this one.  I feel good things coming…I’ve always had an obsession with technology—computers, video game systems, the internet—and have followed their innovations and advancements from a very young age.  I wrote my first “application” at the age of 12 (okay, it was a “basic” programming app on a Commodore VIC-20 but it worked.  All 1,811 lines of code!). Like some of you, I was on AOL when it had no GUI and was just a glorified bulletin board.  At age 15, I figured out how to connect my modem directly to my friend’s computer across town so we could chat by typing to each other. I’m pretty sure I invented peer-to-peer chat before AOL did.  Okay, maybe not.  But, yeah, I was a geek…Fast forward to my adult years, and I’ve never been more excited than about where the world is right now—from a technology perspective, anyway (we’re severely lacking in common sense).  Innovators much smarter then I could ever hope to be are constantly challenging the universe with advancements that offer new ways to communicate, interact, and live.

First, I have to say, I love what I do—helping people navigate the ever-changing landscape of marketing and technology.  What was once, for the most part, single-layer solutions to accomplish a client’s goals and objectives (although sometimes multiple single-layered solutions were run parallel to each other) has now become multi-platform, multi-channel, multi-device insanity!  And the best part about it all is that when you know what you’re doing, you can pretty much ensure that you’re getting a return on your investment.   Running lean and efficient—and EFFECTIVE.
So I thought I’d use my maiden post to tell you about one of our latest toys here at the office.photo_(2)-418070-edited
Meet “A.v.a.” (aerial video agent), the i76 drone. You might ask, “Why does a digital media agency need a drone?”  My answer is why the hell not!  :)  Actually, this amazing little piece of technology has tons of real-world applications outside of being super fun to fly!  Equipped with a hi-definition, 14 megapixel camera, the still shots and HD video that A.v.a. beams back to earth are spectacular. Looking at the world from a whole new perspective—literally—keeps my creative juices flowing and helps my agency to stay relevant by coming up with new ideas and strategies that could generate buzz and awareness for our clients.  We’re not the first company to adopt a drone and begin to integrate the technology into our thought process, but we do think exposing the technology to some of our clients allows us to stay ahead of the curve and promotes the forward-thinking conversations that can help differentiate our strategies from the rest.  Think about the real estate vertical, the commercial and residential home services industry, photographers, event and entertainment companies.  The list of possible applications goes on…
Now of course, there’s a whole lot of gray area when it comes to flying drones.  Some states are passing legislature to limit drone flying—and we’re keeping up with the latest news and information. If and when we have legislature governing what we can and can’t do with A.v.a., we’ll be sure to fall in line.  But until then, we’ll practice safe flying and keep our eye on the communications from the FAA.
So how does the title of my blog post and an introduction to A.v.a tie together?  Well, personally, the “technology obsessed” part absolutely refers to me as an individual—however, I use it in terms of referring to the majority of the world.  A.v.a. is just MY latest little obsession; however, when is the last time you sat through a meal where you or someone you’re dining with DIDN’T check their smartphone (See “23 Signs You’re Addicted To Your Smartphone“)?  Get it? This obsession applies to us personally as well as in our business life.  If people don’t respond to emails within the hour of them being sent it’s almost considered ignorant.  That being said, the majority of us can probably agree we’re constantly connected—and it’s hard to disconnect.

Smart marketers realize that in order to penetrate an “obsessed generation,” they need to talk to you through your technology—by way of advertising in your apps, on your lockscreens, embedded in mobile websites, through direct email and using text / SMS messaging.  The “marketing challenged” part of the blog title comes in here.  Which platform or content channel is most effective?  How successful are in-app banner advertisements?  Does a higher CTR (click-through rate) on a mobile banner campaign mean that people are truly more engaged with your brand—or are our fingers just too fat to click and browse on those small screens?  That’s where we’re focusing much of our time as an agency when we deal with the marketing and media placement portion of our business.  We have great relationships with our partners in the mobile marketing space (Google, MoCentric, to name a few) that have enabled us to really have some fun and do some real-world testing with the latest mobile marketing technologies.  Mobile marketing needs to be a core part of any marketing campaign in order to ensure success.  It’s where the people are….  The tough part is navigating through the options.  My agency loves that challenge and I believe it’s something we do quite well.  We are a technology and marketing company—so we narrow down the options and turn the best into opportunities for our clients.
But mobile marketing is only one piece of the puzzle.
In my next post, I’m going to spend some time taking a look at the process involved in building and executing a strong digital marketing strategy.
But before I sign off…take a look at some video A.v.a. shot of the i76 campus:

What is Digital Media Marketing?

Date Posted: June 23, 2014 by

Happy Monday! This is Katie, Digital Media Analyst here at i76 Solutions. In my everyday here at the agency, I work with organizations to build and optimize custom digital campaigns to fit their message, consumer and budget. The first thing that is crucial to build the most effective campaign is understanding the distinguishing features that a digital campaign brings to the table.megaphone

With traditional media, marketers operated under the assumption that you speak AT the consumer with minimal metrics that can be directly linked to the campaign. Think of it like a megaphone. Sure, you can place the megaphone in certain areas you want to send the message, but it’s not concerned with who it’s speaking at.  Because it’s only emitting a message, it does not react to the people on the other end. You might not be aware if the volume is too high or too low, or even who is listening.

Digital media, however, is able to act as more of a conversation between the user and organization. Its multiple channels have unique ways to reach an audience who not only will be interested in your product/message, but will give you feedback about your campaign. There is much more freedom to make seamless changes, whether shifting budgets, adding or removing geographic regions, extending the length of a campaign, etc. in real time. More than the responsive nature of a digital campaign, the resulting metrics can be used to better understand customer profiles, engagement and resulting sales.conversation

Now that you’ve got a handle on the range of ways that digital media differs from traditional media, it’s time to create a strategy to reach your goals and customers. Here are some of the tools we at i76 Solutions use to build digital media marketing campaigns:

  • Channel: Whether you want to focus on a Google display-driven campaign, social media visibility, search engine rankings, geo-targeted email campaigns or a channel catered to your specific subject matter, we can help you select which options will give you the best fit.
  • Audience: We are able to show your message to a relevant audience that fits your target customer, based on gender, age, household income, interests, geography and device – just to name a few. This cuts down on wasted funds, and gets your message to the most receptive potential and existing customers. See our previous post on inbound marketing for more on pitching to your target audience. 
  • Optimization: The way we respond to customer interactions by shifting the budget to the most effective ads, refining bidding strategies, and managing the audience filters allows us to adapt your campaign based on performance. This includes testing A/B versions of creative, controlling where ads can show up, and even how often consumers see your message.
  • Tracking: By using code, we can continue to show your message to consumers as they continue to other websites and even track how many of them convert into customers, whether directly through the ads, or because they return on their own within 30 days.
Thanks for stopping by. Hopefully this information left you with a better idea of what a marketing campaign is capable of in the digital marketing space. If digital media marketing is right for you, or you want to know more, send us an email for a consultation. Until next time, don’t forget to #ThinkandDo!