Blog Archives

Julene Thompson

ScrrenAddict

Three questions crossed my mind when a friend deleted all of her social media apps because they were interfering with her daily life: Is Internet addiction a thing? When have you had too much? How could advertisers help people stay balanced?

Does screen addiction exist?

The idea of Internet addiction formally came to light in 1996 when Dr. Kimberly Young presented the first paper on the topic at the American Psychological Association’s annual conference, “Internet Addiction: The Emergence of a New Disorder.” The first Internet Congress on Internet Addiction Disorders was held in Milan in 2014. Korea, China, Japan, Australia, Italy, France and the U.S. all provide treatment for screen addiction.

How much is too much?

The average adult is already exposed to screens for about 9.5 hours a day, according to a Nielsen cross-platform report released in 2014. This amount of time can be required for your job and can be productive and educational, but compulsive use can be harmful when it interferes with daily life, work and relationships. Here are a few signs that you might need to ease up on your screen time:

  • You lose track of time online
  • You have trouble completing tasks at work or home
  • You neglect family, friends and sleep 
  • You feel guilty or defensive about your Internet use
  • You feel a sense of euphoria while involved in Internet activities
  • You experience physical changes such as weight gain or loss, backaches, headaches and carpal tunnel syndrome

How can advertisers help people stay balanced?

While many see advertising as intrusive, it has more potential now than ever to be helpful. Technology that can track information like your location, how many miles you run and what music you’ve been listening to is helping advertisers better target their audiences so they can offer only what people really need and want in a more convenient way.

In order to make more relevant/less intrusive ads, advertisers should to look at three things:

  • Audience (who’s viewing it, where they live, previous behavior on websites)
  • Environment (the device they are viewing it on, the context on the device—mobile web vs. mobile app)
  • Context (where the site is located)

As discussed at the 2014 Ad-Tech conference in San Francisco, mobile is about the moment. It’s about figuring out how to insert a message naturally into someone’s day without being intrusive. It’s about offering contextually relevant rewards if people meet a goal (e.g., a certain number of miles per week on RunKeeper) or arrive at a location. So could advertising provide a balance between the screen and real life activities?

Do you think there is a way for advertisers to provide helpful and relevant information to the consumer without fueling screen addiction? Let us know in the comments.

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Sneaky Second Screen

I didn’t think second screen tactics applied to me. Sure, I sit in front of the computer and watch TV at the same time, but I never Tweet along with my favorite shows or log in to enter in the Pepsi Challenge, or whatever second screen prompt is in my face at the time. I just mind my own business, get some work done, check Facebook… you know, the usual.

But when the second screen topic came up as our June theme for the PPBH blog, I really started paying attention to my habits, and you guessed it, I was mistaken. Here I was thinking that I had avoided the ploy, when in reality, I was using the second screen all the time. Here are three ways I find second screen sneaking into my television-watching experience.

Making Home Improvements
I watch HGTV a lot, and I am not ashamed. Watching people tear down walls and create beautiful rooms inspires me. And by that I mean it inspires me to continue sitting on the couch and watch people tear down walls and create beautiful rooms. But one day I decided that my dining room needed a new coat of paint so I searched “choosing paint colors” to help myself think of some color schemes. The first result was a “10 Tips for Picking Paint Colors” post from hgtv.com. So here I am accidentally at the exact place that the television told me to go during the last commercial break. But I didn’t get there by following the ad so I doesn’t count right? Wrong.

Product Placement
Product placement is the oldest trick in the book, and yet it still gets me. In the world of computers and smartphones, product placement has the potential to be much more effective than it used to be. If I see a laptop on one of my favorite TV shows and I happen to be looking for a laptop, I will probably pull out my phone and look into that brand to see what the buzz is about. And that applies to any product I see on TV, whether it be in the actual show or in a commercial.

Researching Characters
One of my favorite shows is Walking Dead. Now if there is one show that is full of second-screen prompts, it’s this one. As a matter of fact, it was included in our 3 Examples of Second Screen Done Right post from earlier this week. I was never super interested in getting involved with their Story Sync, but a few episodes in I find myself wondering what other shows one of the characters is in… so I Google it. The first page that comes up is the AMC website. I click on it, giving them web traffic and exposing myself to another round of invites to check out the blog, watch episodes, play their games and more. But I need more information, so next I go to IMDB. Here I find all of the information I am looking for and have the option to buy the full season, explore the trivia, etc. You see where I am going…

Second screen doesn’t mean just creating a TV spot with a call to action and having a website for the viewer to land on. It ties back to the concept of digital marketing as a whole; you need to be accessible in all of the places that your consumers are looking, whether you created those places or not.

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Second Screen Done Right

Contributed by Jane Putnam

Second screen is here to stay, as Allison shared earlier this month. So, how can you make second screen work for your brand? Here’s a look at how some companies and brands have put the second screen to work for them, with great success.

Sochi 2014 Winter Olympics 
In case you missed it, in February, we blogged about the major social media presence of the Sochi Olympic Games—read that post here.

NBC Olympics Second Screen
Image via NBCOlympics.com

NBC reported that slightly more than half of the people who watched the Sochi Olympics on NBC also used a computer, tablet or smart phone to get information about the games while the TV was on. NBC leveraged the second screen presence during the Sochi Games in a number of ways, including live-streaming on NBCOlympics.com (paid subscription required) and a mobile app. Also interesting to note: of visits to Sochi apps, 77 percent were during primetime to the NBC Primetime Companion app (up from 66 percent for the London Summer Games two years earlier), according to Media Life MagazineHowever, even with these great numbers and success, NBC also noted that, relatively speaking, social media wasn’t as big a factor for the Olympics as they thought it would be. Social media and second screen presence has grown dramatically since even the 2008 Beijing Games, so I’m looking forward to see the increase in the 2014 Rio Games.

Expedia: “If You had a Chance to go Anywhere in the World but you Have to Leave Today, Would you go?”

http://www.youtube.com/watch?v=0Xhchczu0dg

In the second half of 2013, Expedia made a push for downloading its travel app, to drive mobile sales/trip bookings. As part of its push, Expedia ran TV ads that promoted a sweepstakes for anyone who downloaded the app. The prize? Well, it’s Expedia, after all, so the prize was tied to its core product offerings: a free trip!

Expedia’s campaign was the perfect opportunity to tie into the second screen, since it wanted you to use your smart phone or other mobile device to download the app, and viewers were incentivized with the opportunity to win a trip. The direct connection between the commercial (and overall campaign) and the call to action—download the app—make it a great example of the limitless opportunities available with second screen.

The Walking Dead‘s Story Sync Walking Dead
Image via amctv.com

There’s no doubt The Walking Dead is taking the airwaves by storm (especially with its 15.7 rating on the March season finale), and with a booming social media presence and lots of online chatter already, AMC created the “StorySync.” The StorySync is live during the season, and is a forum for fans and viewers (who are usually one in the same) to chat, take polls, answer trivia questions and watch exclusive videos. The next StorySync will go live this fall, when the show returns. The StorySync leverages the show’s major following and rounds them up in an environment, in addition to the TV screen, led by AMC.

What examples have you seen that rock second screen? Share them in the comments.

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AdFraud

Contributed by Eugene Kim

In the world of online advertising, fraud has quickly become an industry norm. Read along to see how online advertising fraud is being committed and how it affects your business.

What Constitutes Online Ad Fraud?

According to Google, there are two types of online advertising fraud: click fraud and invalid traffic. Click fraud is the intentional manufacture, creation or misrepresentation of clicks that are used for monetary gain and/or to disrupt a competing business’ marketing efforts. Invalid traffic covers both clicks and impressions that are suspected to not be the result of genuine user interest.

Click fraud and invalid traffic are carried out using methods similar to the following:

  • Manual clicking
  • Click farms (hiring individuals to manually click ads)
  • Pay-to-click sites (pyramid schemes created by publishers)
  • Click bots (software to automate clicking)
  • Botnets (hijacked computers utilized as click bots)
  • Shell websites
  • Web robots (software that automates browsers to visit shell websites as humanly as possible)
  • Websites within websites (shell websites with small website embedded within it)

How Online Fraud Affects Business

Click fraud and invalid traffic bolsters clicks and impressions which entices publishers, ad exchanges and advertisers to overlook the issue, but for businesses that are paying for the advertisements, online fraud drains budgets through the misrepresentation of success.

Online fraud will make it seem like a campaign has 500,000 impressions and 50,000 clicks but only 60 percent of those clicks and impressions were users that were actually interested in the ad. Companies are paying top dollar to get in front of their target audience, yet 40 percent of what they paid for are bots.

Online fraud is a growing issue that may advertisers are turning a blind eye to. Join us for part two of this articles about online fraud to find out what we at PPBH do to track and thwart online fraud.

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SecondScreen

Second screen interactions are taking over the communications world. Some of the most popular television shows have increased viewers by encouraging them to interact online while enjoying the show. Some encourage viewers to Tweet about their favorite characters or vote for their favorite singer and others offer the option to purchase the outfits you saw on the actors. And that’s just the beginning of second screen interactions. Here at PPBH, we like to say that the “second screen phenomenon” no longer exists, it is now just a part of the campaign. If you want your advertising to really work, you need to get viewers involved in the digital space.

This month on the PPBH blog we will be talking all about the second screen and how it is an integral part of present day marketing campaigns. This month you can look forward to reading about:

3 Examples of Second Screen Done Right
3 Sneaky Second Screen Applications
Are You a Screen Addict?
Two Things to Keep in Mind When Building Your Advertising Campaign
Five Ways to Use Second Screen in Your Marketing

…And more. So get excited and keep your eyes out!

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tellybronze

Netting new sales, increasing patient rosters, helping clear the air and improving safety on our roadways are why we do what we do. But getting international recognition from the Telly Awards for outstanding film and video production is pretty fantastic too!

PPBH congratulates our client partners honored with eight bronze Telly Awards in the 2014 competition. A sampling of the winning entries included:

Harmons Grocery Stores “Grill Master” 30-second commercial that increased sales of Bob’s burgers and premium meats.

Nevada Department of Public Safety, Office of Traffic Safety “Marker Face” 30-second commercial that persuaded against impaired driving, and supporting the Zero Fatalities Nevada overall traffic safety efforts.

Nevada Department of Transportation “You’re Dead” 30-second commercial that alerted drivers to deadly behaviors, created as a part of the ongoing Zero Fatalities Nevada safety campaign.

Nevada Department of Transportation and the Nevada Department of Public Safety, Office of Traffic Safety (joint credit)  “Walking Wife” 30-second commercial that informed Nevadans about pedestrian safety, again in support of Nevada’s traffic safety campaigns and reinforcing the state’s Zero Fatalities goal.

Ogden Clinic “We Specialize in You” 30-second commercial that grew patients across all medical specialties.

Utah Department of Transportation “Slapstick” as part of the Zero Fatalities Utah safety campaign.

Utah Department of Transportation in coordination with the Utah Department of Health “Utah’s Graduated Drivers License Laws” video that helped decreased teen crash risk by 62 percent as part of the Don’t Drive Stupid Utah safety campaign.

The annual Telly Award competition, now in its 35th year, is the communication industry’s most prestigious award honoring film and video, online productions, and TV commercials. This year, more than 12,000 entries were submitted. Entrants including multi-national media companies, agencies, production houses, TV stations and corporations spanning every state and across five continents competed for this distinction. More than 500 judges evaluated entries against the highest standard of merit for creativity and production excellence. On average only 25 percent of entries are awarded a bronze Telly. See the complete list of this year’s winners.

It is our privilege to work side-by-side and now celebrate this significant achievement for outstanding work with all of our client partners. Cheers to all of you!

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