November 2016 - Geile/Leon Marketing Communications

Geile/Leon Marketing Communications

Nov. 16, 2016

Trending from G/L: New TV Tracking Opens New Doors for Brands

Advertising

You should know when your brand’s paid advertising is supposed to run on TV. But it has been somewhat difficult to thoroughly monitor unpaid news or other programming brand coverage on TV through true TV tracking.

That situation appears to be changing, though, thanks to new media platforms and monitoring capabilities – just think about the benefits of being able to search for your brand’s appearance or mention on TV anytime.

According to a recent story in AdWeek, iQMedia has technology that can provide those capabilities. Marketers can now track every time their brands are mentioned and when their logos are shown. And they can monitor their competitor’s coverage.

The iQMedia platform includes spoken-word and logo recognition technology, and provides demographics, geographic and other statistics that a brand can use with its own internal metrics. The data is available within a couple of hours of its appearance on TV. Brands can also access six years of historical TV tracking and programming.

iQ Media’s platform includes spoken-word detection technology and, in what the company said is an industry first, logo recognition technology to identify when a brand is seen or heard on TV. It also provides demographic, geographic and time-of-day stats, and lets marketers correlate the raw data with their own internal metrics.

“Our systems are designed to be able to listen and hear for the content, and to be able to distinguish whether it’s in paid or earned,” said John Derham, iQ Media’s chief technology officer. “We get depth and breadth of content and resources in an unprecedented time frame.”

Domino’s Pizza, Energizer, the NHL, Red Bull and Sonic Drive-In will all be using the new platform, which makes data available to clients within a couple of hours of its appearance on TV. (Nielsen and comScore’s brand-mention services take 30 days.) Marketers can enter keywords, brand names or logos for the platform to track, much like a Google alert, and use the data to measure the ROI of theirs or their competitors’ major media investments.

These types of TV tracking tools give media planning and PR professionals’ insights that help to make better marketing decisions. The more that we know about who, what when, why and how people are brands; the better we are able to counsel our clients.

As measurement of success becomes more important to our clients, we’re putting data at the heart of everything we do. If you’d like to learn more about our approach, contact us using the form below:

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Geile/Leon Marketing Communications

Nov. 01, 2016

Trending from G/L: Thanks Canada for telling us we’re great!

Branding

A couple of weeks ago, Ken Bone, a debate audience member, emerged as an unlikely hero to Americans weary of political negativity. Someone referred to Mr. Bone as a “human version of a hug.” With a week to go until Election Day now, we keep looking for positive moments to keep us sane.

Now, our neighbors to the North in Canada are sending us virtual “hugs” and positive affirmations via a social media campaign called “Tell America It’s Great,” complete with a hashtag, a Twitter account and a series of YouTube video s.

Seems America could use some cheering up right about now. As their closest friends and neighbours, we thought we should take a minute to help remind them that no matter how bad things might seem at the moment, there are lots of reasons why we think they’re still pretty great.To paraphrase the Stuart Smalley character from Saturday Night Live, the campaign tells we Americans that, “We’re Good Enough, We’re Smart Enough, and Doggone It, People Like Us.”

Designed by workers at a Toronto creative agency to make positive statements as a response to the depressing American political setting, the campaign is not selling anything. Its motivation is to be remind us that the world sees us as great.

The Canada campaign comes at a time when most Americans are desperately looking forward to the end of the election cycle with all of the sniping and accusations. We do need to take a breath and think about our national parks, our contributions to music and the countless other American innovations and characteristics that are admired by people throughout the world.

Many Americans are showing their appreciation to this campaign through a reciprocating “TellCanadaThankYou” campaign.

It is nice to receive a group hug from our kind Canadian neighbors. Maybe their goodwill and civility will inspire us to feel better about ourselves, as well as acting nicer to one another. Eh?

Have you seen any politically-focused messaging that stood out for its lack of, um, toxicity? Please share it with us using the form below.

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