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Written on 07/28/21 10:00 AM

 

Our own Tyler Bryant chatted this week with Helene Parker on her Programmatic Digest Podcast, about how to partner with programmatic and digital vendors. Tyler is the Digital Media Director here at RPM, and it’s safe to say he is one of the most passionate and intelligent digital strategists around. See for yourself and check out the podcast here or listen on Apple Podcasts.


A New Entrant in the Streaming Wars With the success in recent years of streaming content providers such as Netflix, Amazon Prime Video, and Hulu, major tech and content players have entered the scene. In late 2019, Disney and Apple launched their own streaming products. NBCUniversal (NBCU)—the parent company of Comcast and the NBC family of networks—is the next conglomerate to unveil a streaming service: Peacock.

According to The Verge, NBCU will be offering consumers three tiers of service with different offerings and price points depending on whether a consumer is a Comcast / Cox cable customer:

Subscriber Projections. NBCU is taken a conservative approach in estimating, and possibly in growing, its subscriber counts. As shared with the Associated Press, NBCU is projecting 30 to 35 million Peacock accounts by 2024. The chart below shows how Peacock would stack up if it meets projections. (Please note that 2024 data for Netflix, YouTube TV, Hulu, HBO NOW, and Sling TV are not available. Viewer projections for Peacock and Disney+ prior to 2024 are not readily available at this time.)

Peacock for Advertisers. The ad-supported tiers will have fewer and/or shorter commercial pods, totaling less than five minutes per hour. This is far less than commercial-to-programming ratio on linear TV (11 minutes on average and 17-18 minutes for NBCU networks, specifically) or on Hulu (9 minutes). Having fewer commercials will be beneficial to both viewers and brands thanks to the reduced advertising clutter. NBCU will also carefully plan the ad load so that viewers will not see the same ad more than once in a 30-minute block; frequency capping issues have historically plagued ad-supported streaming services, on demand, and other digital video players when not well managed.

From CNBC reporting, here are the planned ad types on Peacock:

Pause ads which would take over the whole screen of your device when a viewer pauses a show with messaging around “taking a break”
Binge ads will trigger when a consumer watches three episodes of a show, and a sponsor will bring a fourth episode ad-free
Shoppable TV ads let viewers buy products that are related to the shows they’re watching.
Prime Pods are single, 60-second ad spots
Engagement ads will attempt to get consumers to interact with advertisements using trivia questions or product galleries
Trending ads will show advertisements that are based on certain topics
Solo ads will limit advertising to a single ad within an episode of a show
Curator ads will curate collections of NBCUniversal titles based on moods, genres, events or other themes, with the opportunity for brands to sponsor those collections
Explore ads will show a collection of content related to what a viewer was watching while they’re paused, offering an option for a viewer to get a discount sent to their phone if they’re interested in the product being shown.

Peacock already has national advertisers (Target, State Farm Insurance, Unilever) on board for a co-promotional push to generate interest and sign-ups.

No clear word as of yet if ad buys will be possible at the local level and/or through programmatic buying. RPM will keep our regional and local clients apprised of any developments. RPM currently includes NBCU networks and apps in its CTV/OTT buys for clients. This includes the following live sports and the following channels and apps.

Want to Expand Advertising Reach? Have you ever struggled with figuring out how to expand your advertising reach to people, but you’re unsure of what interests/behaviors to target? Instead of trying to decide if adding a particular TV show to the targeting list will help, try the Interest Expansion tool to take advantage of the Facebook algorithm.

Detailed targeting allows advertisers to choose interests or behaviors on top of demographic targeting. For instance, detailed targeting for dog food would likely be something like:

Men and Women

Ages 21 – 60

Living in the United States

Interested in dogs, dog food, or dog toys

With Interest Expansion, however, you can allow the Facebook algorithm to reach more people than just those specified in your detailed targeting.

If Interest Expansion is enabled, a portion of the budget will be tested to find additional people who may get more and/or cheaper results. Budget will be shifted to the audience that is getting more results at a lower cost. So in our above example, interest expansion would find people who might not fall under the interests you specified, but are likely interested in what you have to offer. It allows advertisers to expand their reach to find more potential customers.

The downside? Facebook doesn’t tell you what interests are being tested or produce results. It’s unclear whether that feature will ever become available.

To enable interest expansion, go to your ad set → Audiences → Detailed Targeting. In that section, check the box labeled “Expand detailed targeting criteria when it may increase conversion at a lower cost per conversion.”

New Facebook Feature: Off-Facebook Activity In an effort to be more transparent, Facebook has released a feature called Off-Facebook Activity. This allows users to see a summary of the apps and websites activity that Facebook collects and clear this information from their account. People can also choose to have this data disconnected from their account in the future. The removed data cannot be used for targeting moving forward.

Facebook receives this activity through businesses and organizations sharing it when they use Facebook business tools like the Facebook Pixel, the Facebook SDK and Facebook Login. It uses this information to:

● Show you more relevant ads.

● Suggest groups, events, or Marketplace items you might be interested in.

● Help you discover new businesses and brands.

● Help businesses and organizations understand how their website, app, or ads are performing and whether they’re reaching the right people.

● Identify suspicious activity to help keep Facebook safe.

What does this mean for advertisers? Potentially less people to target. If you’re a casino and you want to reach those who have expressed interest in casinos, then Off-Facebook Activity would allow people to clear those interests from their account and you would miss the chance to connect with those people.

It’s hard to say whether or not users will take full advantage of this new feature. They need to be concerned about their data, know how to enable it, and most importantly they need to opt out rather than opt in, which likely means more people will continue without using Off-Facebook Activity.

Facebook began rollout of the feature in the United States on October 1, and since then isn’t reporting any negative feedback. Here at RPM, we also haven’t seen any performance decline, but will continue to closely monitor in the coming months.

Facebook is playing the long game by giving users more control and information about how advertisers use Facebook’s tools. By educating about marketing practices, Facebook believes it can gain more trust among its users to keep them engaged on the platform (and providing data).

Customer service. Customer experience. No matter what you call it, how your organization interacts with customers can make or break your business – from your ability to retain customers to the profit that drops to your bottom line. The proliferation of online shopping has made the on-site retail experience even more critical as alternative channels vie for consumer dollars and long-term loyalty.
Did you know that:
• More than half of Americans have scrapped a planned purchase or transaction because of bad service. American Express 2017 Customer Service Barometer
• Americans tell an average of 15 people about a poor service experience, versus the 11 people they’ll tell about a good experience. American Express 2017 Customer Service Barometer
• After one negative experience, 51% of customers will never do business with that company again. Newvoicemedia.com
• Increasing customer retention rates by 5% increases profits anywhere from 25% to 95%. Bain & Company
Recently our RPM team had the opportunity to participate in a unique customer service program with one of our automotive clients. The goal of the day was to build on the client’s already strong customer service ethic and translate that into its marketing and communications efforts.
But this day went beyond the development of tag lines and branding to truly unearth what makes this client’s customer commitment different – the family behind the storefronts and the teams interacting with guests every day. At the end of a workshop that had our team working hand-in-hand with our Client-Partner, we all left with a greater understanding of the promise the brand makes to each guest that walks through its doors, as well as how to deliver on the purpose of that promise with every interaction.
How can you improve the customer experience and make customers a little happier? We can learn a few things from the most magical place on earth. The Disney Institute has been helping to advise and train a variety of organizations worldwide based on the business insights and best practices of Walt Disney Parks & Resorts for more than three decades. What has the Disney organization learned? That regardless of industry, volume or scale, exceptional customer service is achievable for every organization because the service experience is “architected” from systems and processes they control.
According to the Disney Institute:
• Build relationships – Show employees how to turn transactions into interactions, and then into relationships.
• Be “on-purpose” – Learn more about the governing rule: “purpose trumps task,” which means it is OK to be off-task if you are on-purpose.
• Listen beyond the obvious – Understanding your organization’s potential “Three o’clock Parade” question, and then training employees to genuinely seek to understand each individual customer’s needs and wants, and be able to respond accordingly in the service moment.
• Resolve issues quickly – Empower and equip employees with tools to enable them to quickly resolve as many issues as possible on their own.
The drive to “differentiation” isn’t new, but it is harder than ever.  Unfortunately, the reality is that today’s hypercompetitive markets mean that brands are at parity in virtually every industry.  Whether your product is donuts, cars or if you’re selling an “experience” like a hotel or casino, setting your brand apart is no easy task.  Essentially, products and services are so much the same that it’s hard to stand out – and even harder to create customer loyalty.  That’s why defining what your brand stands for, promoting what makes you different and taking ownership of that is more challenging than ever.
Take the airline industry as an example, JetBlue found their space by capitalizing on what the other major airlines didn’t have (or took away): free snacks and more leg room.  On the other hand, Delta wanted to go after the business traveler so they focused on those consumers.  Both are successful in that they identified who they wanted to be for their customers and set about creating the experience and programs that allowed them to own that position.

Source: https://www.figmints.com/blog/5-companies-that-differentiated-in-crowded-markets-with-brand-strategy/
 
Most people associate brands with what they see – logos, color schemes, design; and those are all very important parts of a brand identity.
But before jumping straight into “what color should our logo be” or “what do we want in our advertising,” successful companies dig deep into their psyche to learn about who they are and more importantly who they want to be for their customers.
So, what’s the first step? It all starts with an immersion. A brand bootcamp, if you will. It’s a deep-dive into your brand to answer some fundamental questions: what makes you different, what are your vulnerabilities, who is your audience, what can you credibly own, what’s your brand personality? Getting at these answers is not always easy but if you don’t work to identify them, it becomes more difficult to communicate with a clear vision to your customers.
A successful brand immersion comes down to a few key ingredients – some tangible and some intangible. But in order to be successful, these three must be in the room:

These 3 simple components will get you diversity of thought, free flowing ideas and someone to guide you, keep you on track (and in check!) and provide insight along the way.
Coming out of the immersion, a brand platform begins to take shape as your positioning is clarified and used as the springboard for every customer touchpoint, from advertising to digital footprint, and retail experience to customer interaction. After all, a brand is the cumulative expression of everything from the tone of the customer service professional answering the phone, to the social media exchanges that take place across multiple platforms.
Are you thinking, but we already have a brand. You’re not alone. Many companies already have an established brand in some way, shape or form. But that doesn’t mean you can’t explore the boot camp exercise to see if it is still relevant to consumers – or at the mercy of a changed marketplace. You could learn how to improve your brand, or maybe it’s time for an evolution. So, whether you’re an emerging brand or one that might need a little time in boot camp, RPM is happy to help you explore. Give us a shout and let’s talk!
Each year, the major networks present their programming slates for the upcoming season. On behalf of our clients, RPM attends several of these presentations to preview the new shows ahead of confirming Q4-Q3 TV schedules and before negotiating any annual buys. Below, please find show descriptions, along with the programming schedule for the new season and any RPM perspectives on the networks.

ABC

Available Show Previews →

In one of the most conservative ABC upfronts in recent memory, ABC is only debuting three new shows: Emergence, Stumptown, and Mixed-ish.
A note for our gaming clients: the main character on Stumptown has gambling debts; in the trailer, she is shown playing craps. Depending on where the writers take that storyline, RPM will monitor the content on behalf of casinos, sportsbooks, and others to determine whether it may make sense to avoid the programming moving forward.
Emergence Tuesdays 10/9c

A character-driven genre thriller, Emergence is about a police chief who takes in a young child she finds near the site of a mysterious accident who has no memory of what has happened. The investigation draws her into a conspiracy larger than she ever imagined, and the child’s identity is at the center of it all.

Stumptown Wednesdays 10/9c

Based on the graphic novel series, Stumptown follows Dex Parios– a strong, assertive and sharp-witted army veteran with a complicated love life, debt and a brother to take care of in Portland, Oregon. Her military skills make her a great PI, but her unapologetic style puts her in the firing line of criminals and the police.

Kids says the Darndest things Sundays 8/7c

The hilarious reimagined format of a familiar show showcases a mix of in-studio segments and taped pieces from across the country, all set in front of a live studio audience and hosted by Tiffany Haddish.

Mixed-ish Tuesdays 9/8c

A black-ish prequel. Rainbow Johnson recounts her experience growing up in a mixed-race family in the ’80s and the constant dilemmas they had to face over whether to assimilate or stay true to themselves.

CBS

Available Show Previews →

After years of success, CBS’ most recent moneymaker, The Big Bang Theory, will no longer be on the air. Despite this big shift, CBS wants advertisers to continue to rely on TV, especially CBS and its digital platforms, for quality programming in a brand-safe environment. Two primary themes have driven the new programming choices on the network: inclusivity and cultural relevance—with the intent to provoke thought while entertaining.
Bob Hearts Abishola Mondays 8:30/7:30c

From Chuck Lorre, Bob Hearts Abishola tells of a middle-aged guy who’s met the woman of his dreams a Nigerian-immigrant nurse. Now he just needs to convince her of that. A heartwarming comedy about love at middle-age and the immigrant experience.

All Rise Mondays 9/8c

The D.A.s are overworked, Legal Aid is understaffed, and the judges need more policing than the defendants. All Rise: Court’s in session and in search of what passes for justice in the 21st century.

The Unicorn Thursdays 8:30/7:30c

Walton Goggins is The Unicorn, a recently widowed father coming to terms with his “new normal” raising two young daughters, dealing with intrusive family members and returning to the dating scene.

Carol’s Second Act Thursdays 9:30/8:30c

A comedy about a woman who embarks on a unique second act after raising her children, getting divorced, and retiring from teaching: becoming a doctor. At age 50, Carol is a medical intern with peers who are half her age. It’s her enthusiasm, perspective and age, may be exactly what will make her second act a great success.

Evil Thursdays 10/9c

Evil focuses on a trio who investigate seeming miracles, possessions and other odd occurrences against the backdrop of an ongoing battle between science and religion. From The Good Wife producers.

CW

Available Show Previews →

CW—the home of superheroes, the supernatural, and soapy drama—has the most stable line-up of all the networks, renewing most of its shows from last year.
Batwoman Sundays 8/7c

Three years after Batman mysteriously disappeared, Gotham is a city in despair, and it’s under the watch of Jacob Kane and his military-grade Crows Private Security, which now protects the city with omnipresent firepower and militia. When the Alice in Wonderland gang targets the firm, Kane’s daughter Kate returns home, deciding that if she wants to help her family and her city, she’ll have to become the one thing her father loathes — a dark knight vigilante. With the help of her stepsister Mary and the crafty Luke Fox, the son of Wayne Enterprises’ tech guru Lucius Fox, Kate Kane continues the legacy of her missing cousin, Bruce Wayne. Armed with a passion for social justice and a flair for speaking her mind, Kate soars through the shadowed streets of Gotham as Batwoman.

Nancy Drew Wednesdays 9/8c

Young Nancy Drew makes plans to leave her hometown for college after high school graduation but finds herself drawn into a supernatural murder mystery.

FOX

Available Show Previews →

Fox’s upfront presentation was heavily focused on sports: it’s the home of the 2020 Super Bowl and will be airing live wrestling (WWE SmackDown Live) on Fridays. Additionally, the network is continuing NFL games on Thursdays and Sundays and college football on Saturdays. That said, the network will be debuting three new shows this season.
Another note for gaming clients: Bless the Harts features a character with a lottery scratchers obsession. As this is a comedy, we anticipate the subject to be treated lightly. That said, we will be keeping an eye on the treatment of the topic and adjust schedules if necessary.
Prodigal Son Mondays 9/8c

Malcolm Bright is a gifted criminal psychologist, using his twisted genius to help the NYPD solve crimes and stop killers, all while dealing with a manipulative mother, a serial killer father still looking to bond with his prodigal son, and his own evolving neuroses.

Almost Family Wednesdays 9/8c

A woman who grew up as an only child discovers that her dad fathered many other children as a sperm donor.

Bless the Harts Sundays 8:30/7:30c

The Harts are a Southern family that is forever struggling to make ends meet. They hope to achieve the American dream, but they’re already rich — in friends, family and laughter. Voice talents of Kristen Wiig and Maya Rudolph.

NBC

Available Show Previews →

The biggest news for NBC in the 2019-2020 season will be the upcoming Summer Olympics. In the more immediate future, NBC is launching three new programs this fall.
Bluff City Law Mondays 10/9c

Brilliant lawyer Sydney Strait used to work at her father Elijah’s law firm until their relationship got in the way. She agrees to come back despite her lingering resentment and distrust because she knows that it’s her best hope to change the world, if they can ever get along.

Perfect Harmony Thursdays 8:30/7:30c

When former music professor Arthur Cochran unexpectedly stumbles into choir practice at a small-town church, he finds an oddball group of singers that is out of tune in more ways than one. Arthur and his newfound cohorts may just be the perfect mix of individuals to help each other reinvent and rediscover a little happiness.

Sunnyside Thursdays 9:30/8:30c

As the youngest New York City Councilman ever, Garrett Modi was the pride of Queens, but he lost his way rubbing elbows with the political elite and attending star-studded parties rather than doing his job. Now unemployed, Garrett’s crashing with his sister Mallory and wondering where it all went wrong. That is, until he’s hired by a diverse group of hopefuls — Brady who grew up in New York and didn’t even know he wasn’t a citizen; Griselda the unofficial queen of the part-time jobs; Hakim a nerdy cab driver who has some serious skills; super-wealthy brother and sister duo Mei Lin and Jin Hao — who all dream of becoming American citizens and believe Garrett is the perfect guy to help. This new opportunity gives him a sense of purpose and a chance for redemption, and it might help him remember where he came from.

FALL 2019-2020 SEASON PRIMETIME SCHEDULE

As the prosecco category has grown significantly in the U.S., RPM has helped accelerate Riondo Prosecco’s rise. Prosecco is at the forefront of this sparkling wine boom, with producers and marketers competing to win share among fickle consumers, and they’re making progress. Value is growing ahead of volume according to both Nielsen and IRI data. Prosecco volume also continues to increase, with a range of 1.6 million to 2.25 million cases sold and a lift in revenue somewhere between 14.2% to 16.4% ($247 million to $347 million) in 2018.

Competition for Prosecco consumers is fierce; so, how can a relative newcomer grab share and cultivate consumer loyalty with a limited budget? That was the question RPM had to answer for Terlato Wines when the company acquired Riondo. Even with a limited budget, we needed to make an impact to get a foothold in the burgeoning category. RPM and Riondo turned to social channels with unique creative that stood out among the other brands and content that invited engagement with our core audience.

The result? Shanken News Daily, which provides exclusive news and research on the wine, spirits and beer business, recently called Riondo a “brand to watch” as it trends toward “hot brand” status. In fact, Riondo jumped 24% in 2018 to 192,000 cases sold, setting the pace for continued success.

Celebrating 25 Years of Not Standing Still RPM recently celebrated our 25th year, which means we’ve had a front row seat to seismic changes in how marketers market and consumers buy. From the dramatic shift of dollars to digital channels and heightened emphasis on consumer experience, to a hyper-focus on analytics and real-time optimization, our team has been running as fast as our industry’s been changing. We’ve witnessed the massive opportunity (and dollars) that boomers created, the challenge to reach the “middle children” in Gen X, me-me-me Millennials, and digital born Gen Z – who on average received their first mobile phone at age ten!

Consumers have become influencers and advocates, devices have become personal, and attention spans have become shorter. But that’s not all…marketers are more hard-pressed than ever to engage, remain transparent, and create personal experiences – all while being their authentic selves. And there’s more! A recent survey revealed that 31% of U.S. marketers believe that, in the next 30 years, robots will do much of the digital marketing they currently do.

So, what does the next 25 years hold for our clients and our agency team? While we don’t have a crystal ball, we’re looking forward to evaluating new channels, improved data applications and even more comprehensive analytics for our clients.