PARQOR

input[type='submit'].minimal, button.minimal { background: #e3e3e3 !important; border: 1px solid #bbb !important; -moz-border-radius: 3px !important; -webkit-border-radius: 3px !important; border-radius: 3px !important; -moz-box-shadow: inset 0 0 1px 1px #f6f6f6 !important; -webkit-box-shadow: inset 0 0 1px 1px #f6f6f6 !important; box-shadow: inset 0 0 1px 1px #f6f6f6 !important; color: #333 !important; font-family: "helvetica neue", helvetica, arial, sans-serif !important; font-size: 12px !important; font-weight: bold !important; line-height: 1 !important; padding: 8px 0 9px !important; text-align: center !important; text-shadow: 0 1px 0 #fff !important; width: 150px !important; } input[type='submit'].minimal:hover, button.minimal:hover { background: #d9d9d9 !important; -moz-box-shadow: inset 0 0 1px 1px #eaeaea !important; -webkit-box-shadow: inset 0 0 1px 1px #eaeaea !important; box-shadow: inset 0 0 1px 1px #eaeaea !important; color: #222 !important; cursor: pointer !important; } input[type='submit'].minimal:active, button.minimal:active { background: #d0d0d0 !important; -moz-box-shadow: inset 0 0 1px 1px #e3e3e3 !important; -webkit-box-shadow: inset 0 0 1px 1px #e3e3e3 !important; box-shadow: inset 0 0 1px 1px #e3e3e3 !important; color: #000 !important; } Join our Mailing List Email Address Close var fancyboxLoaded; try { var jqueryLoaded=jQuery; jqueryLoaded=true; //Check if a fancybox plugin is already loaded try{ fancyboxLoaded = $.fancybox } catch(err) { fancyboxLoaded=false; } } catch(err) { jqueryLoaded=false; } var head= document.getElementsByTagName('head')[0]; var script= document.createElement('script'); if (!jqueryLoaded) { script.type= 'text/javascript'; script.src= 'http://ajax.googleapis.com/ajax/libs/jquery/1.11.2/jquery.min.js'; head.appendChild(script); } if (!fancyboxLoaded) { //Only load the CSS because the asynchronous JS might not load the script in time... //We'll load the script later with jQuery :) var fancystyle= document.createElement('link'); fancystyle.setAttribute("rel", "stylesheet"); fancystyle.setAttribute("type", "text/css"); fancystyle.setAttribute("href", "http://chimplr.heroku.com/js/fancybox/jquery.fancybox-1.3.4.css"); head.appendChild(fancystyle); } var fnames = new Array();var ftypes = new Array();fnames[0]='EMAIL';ftypes[0]='email';fnames[1]='FNAME';ftypes[1]='text';fnames[2]='LNAME';ftypes[2]='text';var err_style = ''; try{ err_style = mc_custom_error_style; } catch(e){ err_style = 'margin: 1em 0 0 0; padding: 1em 0.5em 0.5em 0.5em; background: FFEEEE none repeat scroll 0% 0%; font-weight: bold; float: left; z-index: 1; width: 80%; -moz-background-clip: -moz-initial; -moz-background-origin: -moz-initial; -moz-background-inline-policy: -moz-initial; color: FF0000;'; } var head= document.getElementsByTagName('head')[0]; var style= document.createElement('style'); style.type= 'text/css'; if (style.styleSheet) { style.styleSheet.cssText = '.mce_inline_error {' + err_style + '}'; } else { style.appendChild(document.createTextNode('.mce_inline_error {' + err_style + '}')); } head.appendChild(style); $(document).ready( function($) { //Button below the Tumblr Controls var newsletter_link = document.createElement('a'); newsletter_link.setAttribute('href', '#mc_embed_signup'); newsletter_link.setAttribute('id', 'mc-embedded-tumblr-signup'); newsletter_link.setAttribute('style', 'border:none; position:absolute; top:36px;right:6px; z-index:9999;'); var newsletter_image = document.createElement('img'); newsletter_image.setAttribute('src', 'http://chimplr.heroku.com/images/newsletter.png'); newsletter_image.setAttribute('style', 'border:none;'); newsletter_link.appendChild(newsletter_image); //Append Link to body $('body:first').append(newsletter_link); var options = { errorClass: 'mce_inline_error', errorElement: 'div', onkeyup: function(){}, onfocusout:function(){}, onblur:function(){}, invalidHandler: function(form, validator) { setTimeout("$.fancybox.resize();", 50); } }; var mce_validator = $("#mc-embedded-subscribe-form").validate(options); options = { url: 'http://us9.list-manage.com/subscribe/post-json?u=d8f4c755070e2a9fcdd762670&id=d61777d6c4&c=?', type: 'GET', dataType: 'json', contentType: "application/json; charset=utf-8", beforeSubmit: function(){ $('#mce_tmp_error_msg').remove(); $('.datefield','#mc_embed_signup').each( function(){ var txt = 'filled'; var fields = new Array(); var i = 0; $(':text', this).each( function(){ fields[i] = this; i++; }); $(':hidden', this).each( function(){ if ( fields[0].value=='MM' && fields[1].value=='DD' && fields[2].value=='YYYY' ){ this.value = ''; } else if ( fields[0].value=='' && fields[1].value=='' && fields[2].value=='' ){ this.value = ''; } else { this.value = fields[0].value+'/'+fields[1].value+'/'+fields[2].value; } }); }); return mce_validator.form(); }, success: mce_success_cb }; $('#mc-embedded-subscribe-form').ajaxForm(options); }); function mce_success_cb(resp){ $('#mce-success-response').hide(); $('#mce-error-response').hide(); if (resp.result=="success"){ $('#mce-'+resp.result+'-response').show(); $('#mce-'+resp.result+'-response').html(resp.msg); $('#mc-embedded-subscribe-form').each(function(){ this.reset(); }); $('#mc-embedded-subscribe').hide(); $('.mc-field-group').hide(); $('#mc-embedded-lightbox-close').show().focus(); } else { var index = -1; var msg; try { var parts = resp.msg.split(' - ',2); if (parts[1]==undefined){ msg = resp.msg; } else { i = parseInt(parts[0]); if (i.toString() == parts[0]){ index = parts[0]; msg = parts[1]; } else { index = -1; msg = resp.msg; } } } catch(e){ index = -1; msg = resp.msg; } try{ if (index== -1){ $('#mce-'+resp.result+'-response').show(); $('#mce-'+resp.result+'-response').html(msg); } else { err_id = 'mce_tmp_error_msg'; html = '

'+msg+''; var input_id = '#mc_embed_signup'; var f = $(input_id); if (ftypes[index]=='address'){ input_id = '#mce-'+fnames[index]+'-addr1'; f = $(input_id).parent().parent().get(0); } else if (ftypes[index]=='date'){ input_id = '#mce-'+fnames[index]+'-month'; f = $(input_id).parent().parent().get(0); } else { input_id = '#mce-'+fnames[index]; f = $().parent(input_id).get(0); } if (f){ $(f).append(html); $(input_id).focus(); } else { $('#mce-'+resp.result+'-response').show(); $('#mce-'+resp.result+'-response').html(msg); } } } catch(e){ $('#mce-'+resp.result+'-response').show(); $('#mce-'+resp.result+'-response').html(msg); } } $.fancybox.resize(); } function initFancybox(){ $("#mc-embedded-tumblr-signup").live('click', function(){ $.fancybox({ 'autoDimensions' : true, 'width' : 'auto', 'height' : 'auto', 'href' : $(this).attr('href'), 'scrolling' : 'no', 'onComplete': function(){ $('#mce-error-response').hide(); $('div.mce_inline_error').hide(); $('#mce-success-response').hide(); $('#mce_tmp_error_msg').remove(); $(':input','#mc-embedded-subscribe-form') .not(':button, :submit, :reset, :hidden') .val('') .removeAttr('checked') .removeAttr('selected'); //focus first input field $("#mc-embedded-subscribe-form:not(.filter) :input:visible:enabled:first").focus(); $('#mc-embedded-subscribe').show(); $('.mc-field-group').show(); $('#mc-embedded-lightbox-close').hide(); } }); return false; }); } //Check wether Fancybox is loaded or not, and if not, load the sucker and initialize it if (!fancyboxLoaded){ $.getScript("http://chimplr.heroku.com/js/fancybox/jquery.fancybox-1.3.4.pack.js", function(){ initFancybox(); }); } if (fancyboxLoaded) { initFancybox(); }

11 posts

[parqor]

Hosting

http://thenextweb.com/socialmedia/2016/02/08/snapchat-seemed-pointless-but-suddenly-i-love-it-and-it-all-makes-sense/

There are plenty of places online where you can share photos and videos that last forever. Snapchat is about making the most of right now, whether you’re doing something amazingly interesting or just snapping a picture of your pet dog. Share, have fun, don’t worry.

http://www.buzzfeed.com/benrosen/how-to-snapchat-like-the-teens#.ciO353wz2Z

Teens have a lot of time for Snapchat, and it will be hard to match their voracity. This is clear to me now.

Two good posts this week on how to understand the Snapchat ecosystem. It is built for voracious, instantaneous consumption - much like junk food. So consistency of producing bright, shiny and highly engaging but ephemeral video content is the key to this ecosystem (for now).

[parqor]

Ideation

http://www.wired.com/2016/02/super-bowl-ads-this-year-were-dying-to-break-out-of-your-tv/

But, according to Ad Age, there’s more to the spot than meets the eye (initially). Within the ad, Coke has hidden clues on how to buy limited edition Coke Mini cans emblazoned with Marvel characters. In one part of the ad, for example, Ad Age notes that HiddenMini.com is written in graffiti—a first step for fans hoping to buy the special edition Coke Minis. Fans will then have to tweet about Coke Minis in order to win the cans.

Regardless of whether you buy the gimmick, Coke is using its Super Bowl moment as a stepping stone for its social campaign—and, in the process, encouraging repeat viewing of the ad, at least for die-hard fans.

Probably the most successful execution of understanding how an agency understood that a TV spot does not require repeat mindless views on YouTube to be successful. I imagine this will be a case study for brands who find themselves still on a learning curve for digital.

[parqor]

Production

http://www.adweek.com/news/advertising-branding/snickers-just-ran-mini-sequel-its-marilyn-monroe-super-bowl-ad-during-colbert-169478

Interesting, and failed, attempt to engage audiences post-Super Bowl from Snickers. 112M watched the Super Bowl version of the commercial (below), 11M have watched the 30 second version of the spot, and 44K followed up to watch a digital-only clip of Eugene Levy sitting beneath a grate. 

[parqor]

Video of the Week: SNL takes the unusual step of releasing rehearsal takes to market one of the funniest clips from last Saturday’s show. Interesting to see SNL reveal a bit more about how the sausage is made, albeit slowly.

[parqor]

Customer Research

https://www.mediavillage.com/article/the-cio-and-cmo-in-pursuit-of-data-symmetry/

"The challenge for the CIO is to collect near perfect data and simultaneously keep it safe while unlocking it for CMO and agency application in the market often via third parties. In so doing the enterprise combines internal symmetry with external asymmetry and does so with partners that are exposed to all the tools, all the data, all the inventory, all the time."

A good model for intellectually testing the dynamics at play - the core problem for anyone in digital ad marketplace is the daily, sometimes hourly, nature of which data to weight. Which implies the ongoing debate will be about which data matters - that is, mathematically speaking, a debate that is unlikely to reach resolution.

[parqor]

Hosting

[NOTE: posts about Hosting will be about the marketplace dynamics being created by distribution models on social media platforms] 

http://digiday.com/publishers/elite-daily-viral-video/

"The shift to video is more evidence that publishers dependent on Facebook have little choice but to follow the algorithm. Right now, Facebook’s algorithm wants video, so these sites provide video. This is a leap into the unknown, however, since unlike viral traffic to back to a publisher’s site, Facebook video cannot right now be monetized."

Facebook’s algorithmic favoring of videos in the news feed is sexy; but what’s the point if publishers cannot monetize it, and most advertisers are too slow to understand how it can help them reach their target audiences?

[parqor]

Distribution/Monetization

http://adage.com/article/media/viewable-ads-effective/302528/

"While enhanced viewability certainly increases effectiveness, the study concluded that "consumer attention does not necessarily correlate well with ad effectiveness. Even though more people may glance at an ad, it does not guarantee that it is being internalized."

The digital ad marketplace has devolved to the point where the debates between buyers and sellers are debating imagined terms for imagined standards to determine imagined viewing behavior. 

[parqor]

Production

[NOTE: Posts about Production will be about notable trends in the production process, including but not limited to: production tools, editing tools, new apps] 

http://www.businessinsider.com/gopro-ceo-were-not-a-camera-company-2016-2

"I’d prefer ... we would all prefer that we think of it more as — GoPro as — the world's leading activity capture company." - GoPro CEO Nick Woodman

I have no clue what “activity capture” is. Doesn’t that broaden his competition to Snapchat? The front camera of any smartphone? 

Jon Steinberg makes an excellent point at DLD (in video below) that GoPro is getting killed from below by the same wave which brought it to market - mass democratization of content creation tools.

[parqor]

Ideation

[NOTE: posts about Ideation will be about new models around creative idea generation]

http://digiday.com/platforms/instagram-launches-minute-long-video-ads-t-mobiles-drake-spot/

"Besides giving the world another opportunity to laugh at Drake’s dad dancing, T-Mobile is promoting its “Un-Carrier” shtick that let’s people upgrade their phones and stream unlimited music and video with its albeit controversial “Music Freedom” and “Binge On” programs."

Best ad I’ve seen in awhile - notable that it’s constructed for TV, and yet optimal for consumption on Twitter and Instagram.

[parqor]

Video of the Week

[NOTE: posts with Videos of the Week will include videos which I think reflect a notable case study in content specifically created for digital distribution or with digital distribution in mind] 

Favorite ad from Super Bowl. 

[parqor]

A New Test Blog/Newsletter for PARQOR...

I wrote a post about the new start for this Tumblr on LinkedIn. 

To repeat a core takeaway: 

My goal is to create a resource which fills a market need for information as brand budgets for video shift from television to digital. This shift is creating tensions across the video supply chain, and tensions can lead to problems and obstacles for businesses.

This blog will highlight some of these tensions and problems on a weekly basis.

So what does this mean?

In a nutshell, it means I will be curating articles which highlight different parts of the supply chain as a video comes to market. Each step of that supply chain is being challenged by new technologies and new business models. 

Challenges to older business models create tensions in the market. Tensions create interesting dynamics: disruption, innovation, and even disappearance of business models. So, I will be highlighting those tensions that I find interesting, framed by the steps of the digital video supply chain. That chain, in order, is:

Ideation

Production

Hosting

Distribution/Monetization

Customer Research

I’ll be posting daily, and sending out a curated weekly newsletter (once it’s ready). You can sign up for it here.

Looking forward to the journey ahead...