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We may need to invest in another cabinet to showcase our awards because Penna Powers is adding three more trophies to the mix. Our team took home three bronze awards from the 38th Annual Telly Awards, which recognized the best videos across all screens. With over 12,000 entries from all 50 states and five countries, we’re proud to be recognized for our work by the selection committee.

Watch our winning videos:

Utah Zero Fatalities:

“Potty Mouth” – Television

“Slow Pour” – Television

Utah Clean Air Partnership:

“Causes of Inversion” – Online video

The videos were viewed on websites, social media channels, in-banner paid video promotions and in movie theaters.

Thank you to our clients for placing their trust in us to create innovative social change campaigns. While being recognized for our work is rewarding, what’s more important is the behavior change that we are able to accomplish in partnership with our clients.

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Nostalgic Marketing Millennials

“Wonder Woman” just dominated screen ratings, the Nintendo NES Classic Edition is sold out and Atari just announced a new hardware system. You’re not mistaken if you think I’m talking about the late 70s or early 80s. However, I’m actually talking about right now. It seems as though the past keeps weaving into the future through nostalgic marketing, and for good reason too.

Companies ranging from tech to film are harnessing nostalgic marketing in their products and campaigns. Why is nostalgic marketing such a hit? One reason is that many people love being reminded of the good old days before responsibilities: childhood. With limitless impersonal marketing today, creating an emotional connection in marketing leaves a lasting impression.

Discover how some of our favorite brands are tapping into their millennial demographics with nostalgic marketing.

Atari

Atari, the preferred retro game maker of the 70s, has revived itself from the bankruptcy graveyard and announced a new hardware called Atari Box. Other than utilizing PC technology, not much else is known about the console. What we do know, however, is that the hardware will probably fly off the shelves.

Nokia

Nostalgic Marketing and Nokia

Remember your friend’s trusty Nokia that was sturdier than a brick? Nokia sure seems to, as well as the rest of the United Kingdom. Nokia recently relaunched its 3310 model and sold out online within the first week. The phone boasts an impressive 22 hours of talk time or month-long battery-life on standby. The best part? The cult-classic game Snake comes pre-loaded.

Nintendo

Before “Pokemon Go” and the Switch, Nintendo was facing a sales slump that was easy to see from a mile away. The Wii U’s expected sales in its first fiscal year were only one third of what the company expected. While Nintendo started to look like a sinking ship, it rebooted its NES with a nostalgic marketing campaign that garnered millions of views. If you’ve tried to get your hand on an NES, you know how difficult it is. I’m talking standing in line at Best Buy for hours after tracking shipments difficult. Now that the company has stopped producing one of the greatest consoles of all time? Almost impossible.

Netflix

Nostalgic Marketing and Netflix

If you weren’t hiding under a rock this past Halloween, you know that Eleven from Stranger Things was the costume of the year. “Stranger Things’” subtle nod to 80s pop-culture phenomenon’s such as “Alien” and “ET” was an instant hit. In a more obvious note, Netflix brought back a “Full House” remake as well as “Gilmore Girls.” While Netflix doesn’t share ratings information, it’s safe to assume millennials binged both shows. I know I sure did.

Here at Penna Powers, we’re no strangers to nostalgia. Nerf Gun fights are a regular occurrence in the office. The Underground (the name of our creative/development team)—I’m looking at you Thor—can’t stop talking about the “Godzilla” remake. We know firsthand the effect of nostalgic marketing and aren’t afraid to utilize it. Appeal to something that millennials already love and you’re almost guaranteed to create an emotional connection—or at least tap into their social media base.

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Facebook recently announced three innovations to provide users with “more opportunities to express who [they] are and control the content showcased on [their] profile.” Here’s the long and short of it:

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Unique Options for Profile Photos

  • Soon users will be able to record and post a looping 7-second video to publish in the prominent profile photo position. This upgrade allows users to express personality, interests and mission in a dimension not before offered by Facebook.
  • Soon users will be able to set temporary photos. A temporary profile picture will have a start and end date infused with personality. This option allows users to support a cause, campaign or favorite sports team on game day. It provides a platform to brag about current travel explorations or new life events such as weddings, births and birthdays.

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Improved Visibility Controls  

  • Soon users will better control what profile content can be viewed by others using a customizable space at the top of user profiles.  
  • This update includes the option to create a “Bio Field” to highlight education, work and/or selected interests in one sentence. This personal statement will be listed front and center, below the user profile image/video.
  • Users will be able to visually highlight personality and interests via 5 photos selected by the user and showcased in the Featured Photos section.

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A Mobile-Centric Design

  • This is just a fancy way to say Facebook is moving things around on the user profile in a mobile-friendly way. And as part of this shake up, profile photos will be centered and enlarged, because who doesn’t want to be front and center.  

Currently Facebook is testing these new updates in California and the UK, with promises to roll out to users “soon.” So start thinking about how you will better express your best self, and consider this your warning: Facebook is about to become more addictive. If you need ANY social media support, direction or increased engagement, give us a call

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Dictionary800
There are a lot of words in the English language, but even the thickest of dictionaries doesn’t contain all of the words we need to describe the ever changing technological landscape. So what do we do? Make up new words of course! Here are the top 10 words that have been added to the English language due to technological advancements in recent history.

Clickbait

I wrote a blog post with a clickbait headline and you’ll never believe what happened next! We’ve all experienced the pains of the clickbait. It’s an article with a headline that is so beyond tempting that we can’t resist clicking on it. When we do take the bait, we quickly discover that the article on the other end of the tantalizing link is sensationalized and more often than not, pointless.

404

404 is a common error found on the internet wherein the content you are trying to access cannot be found. This is usually caused by a broken link or some kind of server error. Either way, 404 Page Not Found is probably one of the most prominent and common errors on the web. It quickly caught on as a fun way to say something or someone is missing. When used in the right context, “404” is more of a meme than an error message.

Wearables

Technology is like a virus in that it is constantly trying to find ways to infiltrate every facet of our lives. Currently, technology that we can wear, from watches to glasses, is the latest craze. These sorts of devices, fitness trackers and even wedding rings that heat up on your anniversary, are called wearables. Here are some of our thoughts on wearable tech.

Catfish

This isn’t much of a technology term, but it certainly has seen a rise in usage of late. The term refers to the practice of Norwegian fisherman who add a single catfish to their tank of sardines (or other fish) in order to keep them physically active. This practice was used as an analogy in a documentary (Catfish) detailing a woman who used online profiles to fake her identity in order to pursue a romantic online relationship with a man who otherwise wouldn’t have been interested in her. Based on the documentary, the term “catfish” was born. It is used to refer to someone who pretends to be a different person online in order to score dates in real life. Essentially, it’s like using a 5-year-old photo of when you were 30-pounds thinner for your dating profile, only worse.

Big Data

The word “big data” has actually been around for a while, but only recently has it seen more use. Big data refers to data that is so monstrously huge that traditional methods of organizing and translating the data cannot be used. Complex algorithms and super nerdy formulas are typically what is required to decipher this kind of big data.

E-Waste

E-waste is a shortened form of electronic waste. No, this isn’t referring to all that junk email in your spam folder, this literally means your old computers, printers and even cell phones that you want to throw away.

Gamification

Gamification is a really fun word that means adding interactivity to otherwise mundane content. For example, gamification could be adding user input to an online banner ad or it could mean providing badges and goals for an online tracking tool. You’re taking something lame and making it fun through gaming principles. We wrote an article on this exact topic about a year ago. You can check it out here.

Ping

Ping is the imaginary sound your computer makes when it sends a signal out to a server and then waits for a response. Ping is typically used to measure the speed of your connection and is measured in milliseconds. For example, a ping of 50ms would mean that there is a 50ms delay between the moment you click on a link on your computer and the moment that webpage recognizes and responds to that click.

Upvote/Downvote

Upvoting and downvoting is a popular mechanic used on social media websites like Reddit. An upvote could be equated to a “like” from Facebook, where as a downvote would be a “dislike.” Every post on sites where this mechanic is used takes the total upvotes and downvotes and gives a post a total score (+1 for upvotes, -1 for downvotes). The higher your score, the more prominently your post will be featured.

Lamestream

Finally, this fun term is simply a new way of negatively referring to the “mainstream.” Get it? Because “main” and “lame” are improper rhymes. What will the kids come up with next?

And there you have it. 10 words that have somehow worked themselves into the dictionary (some were added to the Oxford Dictionary just this last May!). What do you think? Did I forget any words? Let me know in the comments below.

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Banner Ads800

Flash banner ads will be disappearing soon. As of September 1, 2015 Flash ads in the Google Chrome browser will no longer have automatic animation and will become click-to-play. This is the first domino to fall and many other browsers are following suit. In fact, Firefox is working on a similar project.

This has large implications for marketers. Currently Chrome accounts for 48% of all web traffic. Here is the breakdown of web traffic by browser:

Web Browser Usage in 2015

 

 

 

 

 

 

 

 

What this means for marketers is they will need to rebuild their Flash ads into HTML5 ads. This will ensure their ads can run across all browsers without problems. If you need help in this transition, please feel free to contact us today.

 

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ComputerGoogleSite800

Need an easy way to collect and share data?… Google Drive can help with that, and it’s FREE. Whether you poll coworkers on their tech needs, or provide a client with a tool to promote an important message, Google surveys can be used on various levels and I promise you don’t have to be a computer whiz to succeed.

Still not catching the vision? Let me give a few more scenarios where a quick and easy Google form could make a world of difference:

  • Before a partnering meeting with local community leaders you sent attendees a Google survey asking what they expect to learn or accomplish.
  • After a training session, you send out a Google survey asking attendees what they learned, what they liked and how it could have been better.
  • In preparation to speak at an upcoming conference, you send a Google survey to trusted colleagues asking for advice on the requested topic.
  • Just for fun, you send a Google survey to employees, quizzing them on random pop culture and provide the winners with goofy prizes.
  • Each Christmas you can never remember or guess what your spouse or kids want, so you send out a Google survey.
  • Send a Google form to determine prior knowledge before a staff meeting.

There are hundreds of uses, and if you google “how to use a google form,” you’ll be shocked at all you find. Below is a Google survey the Utah Department of Transportation and the Utah Department of Public Safety’s program, Zero Fatalities, provided to partners in order to help promote seat belt use in Utah. Give it a read, as it goes step by step through the creation of a Google Form.

*Note: ANYONE can use the following information to create a seat belt pledge, so feel free to copy and paste.

Seat Belt Pledge Google Form

Get your employees/community to pledge to always buckle up, and help those they travel with do the same. Listed below are the steps and information needed to create a Google form seat belt pledge. To view an example of this pledge visit: http://goo.gl/forms/rEmKjOKZ5Q.

*You must have a Gmail account to create a Google Form.

1. Go to your Google Docs home page

2. In the top left corner click on the red “NEW” button

3. Click on “more” and then “Google Forms”

GoogleForms1

4. Title your Google Form “Seat Belt Pledge” or “[Organization Name]’s Seat Belt Pledge”.

5. In the description, beneath the title, feel free to copy and paste the following information:

Until we have perfect people, even the safest drivers are vulnerable to the poor decisions of others. We may not be able to engineer around stupid, but you can protect yourself from those who are. The single most important thing you can do to prevent death or injury on the road: Buckle up.

If you don’t buckle up, please reconsider. If you do buckle up, have a conversation with the people you care about; help them understand that buckling up doesn’t mean, “giving in to The Man” – it means choosing to live, choosing to be around for weddings, birthdays, vacations, promotions and grandchildren. If you truly care about the people around you, you will advocate for seat belt use everywhere you drive, every time. Seventeen percent of our population drives unbuckled and contributes to nearly HALF of our roadway fatalities. These non-seatbelt users comprise of fathers/mothers, brothers/sisters, friends and grandparents. A primary seat belt law is a BIG step in the right direction, but no one will get an unbuckled someone to buckle up better than those they love.

If you know someone who drives unbuckled please help them understand the facts.

  • Three out of four people ejected from their vehicle die from their injuries.
  • Wearing a seat belt keeps the driver in the driver seat, significantly helping the driver maintain control of the vehicle.
  • Unbuckled passengers increase the risk of killing or injuring other belted passengers by 40 percent.

But most importantly, help them understand they should buckle up because you love and care for them.

For more information, visit zerofatalities.com and the Zero Fatalities Facebook, Twitter and Instagram accounts.

6. Then add question number one:

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a. Copy question: Do you pledge to always buckle up?

b. Make sure you check the box at the end that says “required question”

7. Click on “Add Item” to add the second question:

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a. Copy question:

i. When you travel, do you pledge to make sure everyone in the vehicle buckles up?

ii. Remember unbuckled passengers increase the risk of killing or injuring other belted passengers by 40 percent.

b. Again, make sure you check the box at the end that says “required question”.

8. To view the form click on “view” and “view form”

9. To send the form to employees click on “send form” in the top right corner and copy the URL provided

10. To monitor submitted pledges click on “responses” and “view responses”

Like most Google Docs, the Google Form is made to be comprehensive and easy for any one. However, just Google “How to create a Google Form” and you’ll soon realize there’s much more you can learn than the basics. So start here and enjoy.

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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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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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4 Things to Look for

Contributed by Jane Putnam

Web analytics provide a recap, step-by-step, of the actions (as clicks) your website visitors are taking. Having analytics in place, and actually analyzing and interpreting that data are totally different things. Web analytic data is deep and you can discover so many key findings in analyzing and interpreting the data. In fact, there are books on this very topic, because there are countless ways to read and act on data. Today, we’ll stick to four simple—but important—things you can easily look for in your web analytics, and use to your advantage.

1. Bounce Rate. This is a percentage, and shows the number of visitors (as a percent) that leave your website after only visiting one page—they don’t click over to any other page on your site. A high bounce rate isn’t necessarily a bad thing. If you provide visitors with all of the information they’ll need on that one page (list of your store locations, phone numbers, etc.), a high bounce rate is good. It means visitors are finding what they are looking for. However, if you’re seeing a high bounce rate when you expect more pages viewed, it could mean visitors aren’t finding the information they’re looking for or the page isn’t what they expected. For example, a visitor clicks a banner ad or link advertising socks, but when they get to your page, all they see is information about buying a home, they’ll likely click off the page because it’s not what they expected or wanted. Understanding your bounce rate, with your target audience and visitors in mind, can tell you a lot about your website and where you can improve or update your site.

2. Traffic Sources. How are people ending up on your site? You can see what sites your visitors are coming from, and knowing this can help you understand what they’re looking for and how your website can meet those needs, as they tie into your goals and objectives. One interesting piece of data to compare with traffic source is time on site (listed below, #3). For example, for many of our clients, we’ve found that our “highest quality” of visitor comes from Facebook—they spend more time on the site and view more pages than average per visit.

3. Time on Site. As mentioned in #2, the time on site can help show the quality of visitor. If a visitor is only spending a few seconds before leaving, why are they leaving? How does the number of pages viewed per visit correlate to time on site? It’s helpful to keep in mind the reason why visitors are coming to your site—if it’s to get an address or phone number, you would probably expect a shorter time on site. 

4. Devices and Browsers. As Julene wrote about in a recent post about designing for mobile first, more and more web traffic is coming from mobile devices—and this trend isn’t going away anytime soon (or ever). Dig into the devices (and browsers) your visitors are accessing your site with and optimize accordingly.

These four tips will help you make better decisions in how to structure your website for your customer. Your marketing firm should be using this data regularly to see how your specific online ads are performing. Ask them. And, if they don’t know, contact us.

Did we miss anything? Let us know in the comments.

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Punky Brewster

Image from huffingtonpost.com

Digital advertising has been around since Punky Brewster was on TV. However, after meeting the show’s star at AdTech 2014, there has been a lot that has changed. Here are some facts* to preface this article. According to eMarketer:

  • 44% of all media time is spent online
  • Social media currently accounts for 13% of the total digital ad spending
  • 73% of US publishers offer native advertising on their site
  • 64% of digital display advertising can be purchased programmatically
  • 488% growth of daily time spent with mobile (2010 – 2013)

What changes do we foresee in digital advertising? Let’s break down each one of these facts into how it will shape the digital landscape in 2014.

Social media is leading the way to native advertising. Last year, there was an explosion of promoting organic content through social media beyond using the social platform itself. For example, Twitter started offering retargeted tweets. Now the big ad exchanges are starting to offer native tie-ins with your content. Instead of running banner ads, you can run what looks like a news story on a news site. As of the writing of this article, 73% of all US publishers are offering native placements on their site (eMarketer).

Programmatic buying is changing online media buys. There are literally thousands of ad networks and everything is still very manual. Programmatic buying is using technology to identify, purchase and deliver a campaign with limited human intervention. It’s becoming automated. Almost always, it will reduce CPAs and increase efficiencies. What does that mean for publishers? It means that your CPMs will not be set by you – but rather by algorithms. Similarly, what does this mean for advertisers? It means that ads will need to be dynamically tailored for each programmatic placement.

Mobile is very different from online. In fact, it should not even be classified as ‘digital.’ It should be planned, set-up and measured as its own entity. Mobile advertising will begin to be focused around natural breaks in a users’ experience. For example, if you are playing a mobile game where you virtually roll dice, instead of interrupting the user experience with an ad before their score loads, an ad could be dynamically tailored to say “Nice Rolling!” and have the brand message along with it. Various case studies have shown this has a 10x increase in engagement and higher brand favorability (AppSavvy).

Bonus! TV budgets will be shifting toward online video. Most agencies are already planning TV and video campaigns holistically. This change is because although TV viewership is still high, its reach is diminishing. According to Nielsen, the same buy in 2013 received a 5% lower reach than in 2009. In fact, transitioning 15% of a television budget to online will typically lead to a 3-6% increase in reach.

By 2016 mobile advertising spend is estimated to overtake desktop advertising.

By 2018 digital advertising spend is estimated to overtake television advertising.

Although digital marketing is on the rise, you are only as good as the content you create. Like P. Diddy mused in his keynote address, “We don’t follow the conversation; we make the conversation.”

Are you creating a worthwhile conversation in the digital sphere? If not, we’d be happy to help.

*Many of these figures were taken from presentations at AdTech San Francisco in 2014.

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