MAKAYLA MCFERRIN JOINS MEDIAVISION2020 AS ACCOUNT EXECUTIVE

Mediavision2020 is thrilled to welcome Makayla to the team! Makayla brings a fresh perspective to our growing client services team, recently graduating from the University of Arkansas with a degree in business.

Born and raised in NW Arkansas, she is people-oriented and passionate about serving the community, fueling her drive for making sure clients succeed.

In her free time, Mak enjoys singing, hip hop, and gospel music. Did we mention skydiving is next on her list?

The road ahead for Mediavision2020 is exciting and we know Makayla will play an crucial part in paving the way forward.

 

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The Building Blocks of a Geofencing Media Strategy

Chad Bingle

Chad Bingle, Director of Media here at Mediavision2020, sat down with Jarrod Davis and the 8th & Walton crew to talk about how to strategically develop a geofencing media campaign. Listen to the full podcast conversation or grab the notes below!

 

 

Basic Elements of Geofencing

  • Targeting location: Geofencing is targeting people based on their location, typically that of their mobile device
  • Area: A geofence is simply a defined area on a map: circle or polygon, and anyone inside that geofence is your target audience. That basically translates to a set of coordinates
  • Size: A geofence can be any size, but is typically most effective around a specific building or within a section of a building (like a section of a store).

Geofencing Isn’t Just One Technique, It Has Many Facets To It

  • Unique Functions of Geofencing
    1. Real-time advertising (in geofence now)
    2. Retargeting advertising- really effective for when you want to build a custom retargeting audience where where they have been in the recent past is a salient layer of data.
    3. Attribution & analytics
  • Context for Geofencing
    1. Shopping: in-store & conquesting
    2. In-home: individual devices or entire households
    3. Lifestyle: Concerts, Sports Events, etc.
    4. B2B: Offices, Conferences, Trade Shows
  • Reach: Device vs Cross-device & Household

Geofencing Advertising

Common Geofencing Mistakes to Avoid

Everyone geofences, but all geofences aren’t created equal. There are a few red flags to watch for when crafting or evaluating a geofencing plan.

  • Irrelevant or Missing Call to Action. If you’re going to go through the effort of targeting, make it worth it. Just pushing information/impressions: not having anything relevant at that point in time. A conquesting campaign should have a robust, exclusive offer that’s time sensitive. If you’re a CPG company, your geo-retargeting campaign should try to engage shoppers while they’re between grocery trips and planning their list.
  • Wrong timing: Doing real-time by default when retargeting would make more sense
  • Too broad of targeting: Just b/c location targeted doesn’t mean you’re relevant.
    1. Targeting an entire area around a big box store where everyone is there for different reasons, for example.
    2. Location isn’t always enough to reach the right audience.
    3. Layered data for better relevance (think: data sandwich)
  • Measurement: What’s your goal? If geo-conquesting, did you drive click-to-call actions or visits to your store? If you’re influencing consideration, did you run a controlled test and see positive comparative sales for your test group within a given timeframe? While geofencing can be challenging to measure with accuracy, it’s possible to at least measure it consistently and do it in a controlled test.

When Geofencing Is Right, When It’s Not The Best Fit

When it’s right:

  • Location = relevance: When your geofenced actually helps you reach your target audience in a meaningful way, where location = relevance, not just coincidence
  • Conquesting (goal of growing share): lower ROAS requirements, open to aggressive approach
  • Influencing consideration, offer exclusive content or offers
  • Enrich targeting of current behavioral campaigns or complement other media tactics like search and behavioral.
  • Bridging ecommerce and in-store through retargeting

When it’s not the best fit:

  • Bottom-funnel: Goal of immediate lead gen or sales gen with a lower CPA
  • Location = Irrelevance: Location is not aligned to intent
  • No value added, nothing unique about reaching them through location targeting
Curious to learn more? Let’s talk about Geofencing and a possible fit for your marketing needs.

Meet Jaron McTee, Mediavision2020’s Newest Senior Account Manager

Mediavision2020 is excited to welcome Jaron McTee to the team! With his diverse experience across some of the largest global CPG brands and leadership in bringing innovative solutions to local businesses, Jaron is a perfect fit for our growing team. Tenacious in driving results and serving clients needs, Jaron will help grow our client team as we enter a new phase as a company.

Jaron is a father of two children and a Tontitown resident. He earned his MBA from Troy University, but is an avid Razorback fan.

Kayla Cherry joins Mediavision2020 as Digital Analyst

Mediavision2020 is pleased to welcome Kayla Cherry to the Bentonville, AR team as a Digital Analyst. Kayla is a Northwest Arkansas native and a proud University of Arkansas alumna. After graduating from University of Arkansas with a Bachelor of Science in Ag. Communication, Kayla moved to upstate New York, where she served as PR and Marketing Specialist at HITS, Inc. Kayla joins the Mediavision2020 family most recently from CreekKooler, a local Rogers, AR startup. There she served as Marketing Director, managing brand assets, digital content and kickstarter projects. In her free time you can find Kayla outdoors, at an Arkansas Razorbacks game, or at a buzzing, local brunch spot

Chad Bingle Joins Mediavision2020 as Director of Digital Operations

Mediavision 2020 is pleased to announce that Chad Bingle has been named Director of Digital Operations. Chad joins the Mediavision2020 family from Rockfish Interactive, where he served as Director of Digital Strategy for the last two and a half years. During his time at Rockfish, Chad worked with Ford Motor Company developing e-commerce platforms and web integration tools. He also served as agency lead for Walmart and Sam’s Club business, as well as various CPG companies including Coca-Cola and MARS Drinks. Prior to that, Chad held posts as Digital Marketing Manager at Watkins Inc, and Senior Digital Strategist at Best Buy. When Chad isn’t busy being a master of all things digital, he enjoys playing music, the Arkansas outdoors, and spending time with his family. He and his wife Serena live in Rogers with their two sons. With his wealth of knowledge in the digital space, we’re thrilled to see the amazing things he’s going to do here at Mediavision2020.

What Does The Future Look Like For TV Ad Budgets in 2018?

Statistics from eMarketer had forecasted a tough year for paid cable in 2017 with an estimated 15.4 million people to cut their cable cord. However, reality struck a harder chord, no pun intended, surpassing their forecast by 7 million cord-cutters and counting for 2017 alone. With video being one of the most compelling aspects to a brand’s personality, what will be the smartest way to move your TV ad spend to digital in 2018?

  1. Connected TV: Just because there are fewer people paying for cable, doesn’t mean that TV is disappearing. In fact, users are consuming more video content than ever, but they’re buying it in smarter ways to fit their individual needs. With the recent development of Connected TV, your valued TV spots still exist through smart TVs and streaming devices. Targeting your audience as they stream their favorite shows creates not only more video opportunities, but adds potential for display advertising creative as well. Knowing the right place, right time, AND right device for your audience is essential. We can re-engage with your TV audience as they’re on other devices, browsing other sites, as the other devices in their home are connected to that same Wi-Fi router. Taking your TV ad spend to the next level with remarketing lists, third-party audience targeting segments, and dual-layered creative campaigns to engage on both the video and display space.
  2. 6 Second Bumper Ads: There are few things more annoying than trying to pull up a video on the go, and being hit with that 30 second video ad that you can’t skip. Attention spans are short, and growing shorter, especially when a user is on a mobile device. YouTube is trying to combat this dilemma with bite-sized video content that leaves a big mark for your brand. With 6 second video ads, you can say more than you’d think and viewability is 100% for these non-skippable ads. In testing over 300 bumper ad campaigns, YouTube says 9 out of 10 bumper ads drove a significant lift in ad recall. Pretty impressive. Building your brand is important, and modifying your marketing strategy to the ever-changing landscape of where your user is, and what they’re doing is going to keep you on the up and up.
  3. Out-stream Video: Contextual targeting has been the bread and butter of display advertising for a long time. The simple logic of: I want to show a person a banner ad of what I sell, as they read about the things that I sell. With out-stream video, that same contextual experience is being created for a consumer in a less invasive way than your pre-roll in-stream video ad. With out-stream video, your ad is being placed directly into the content of the page similarly to a banner ad placement. A user chooses to watch your video or to scroll past it. If the user doesn’t want to engage with it, they’re not forced to. These videos will only play when a large percentage of the video appears on the screen of the device, if the video is off the screen the content will stop. Your consumer wants to choose what they’re seeing, and with out-stream videos the control is literally in their hands.

The future is so bright for video! Knowing where and how your user wants to watch it is going to make or break your campaigns in 2018. Planning for the future is key, and being in the right place is going to keep your brand top of mind when your audience decides to buy.

Derek Dellinger Joins Mediavision2020 as Account Executive

Mediavision 2020 is pleased to welcome Derek Dellinger to its Bentonville, AR, team as an Account Executive. Derek is a Northwest Arkansas native, and is a proud University of Arkansas alumnus. After spending his time at the University of Arkansas studying Exercise Science, Derek became a manager and personal trainer at Clubhaus Fitness in Fayetteville in 2015. The old adage rings true for Derek, as he has never met a stranger. He loves any new opportunity to connect and relate with people. Derek enjoys spending time traveling and exploring new places. Some of his favorite trips have been to the Pacific Northwest, including Seattle, WA and Vancouver, Canada, and an entire summer spent in India.  In his free time when he is not working, Derek enjoys lifting weights, hunting and fishing, and spending time in nature with his family and friends. Derek’s love for people and his ability to build meaningful relationships makes him right at home with our Mediavision2020 team.

Jovi Champaphanith Joins Mediavision2020 as Digital Analyst

Mediavision2020 is pleased to welcome Jovi Champaphanith to its Bentonville, AR office as a Digital Analyst. His roots are in Fort Smith, but his feet are planted in Northwest Arkansas. Jovi received his Bachelor’s degree in Marketing Management at the University of Arkansas and is currently pursuing his MBA at John Brown University. In his free time, Jovi enjoys hanging out with his family, binge watching the latest Netflix original, eating Thai food, or volunteering as a board member with the Shiloh Museum of Ozark History. Jovi brings previous work experience within digital advertising and project managing, which makes him a natural fit for our Mediavision2020 family.

Brysen Taylor Joins Mediavision2020 As New Graphic Designer

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Mediavision2020 is pleased to welcome Brysen Taylor to its Bentonville, AR office as a Graphic Designer. Brysen graduated at the University of Arkansas with a Bachelor of Fine Arts in Studio Art with an emphasis in Graphic Design and a minor in French. Born and raised in Northwest Arkansas, he lived in Quebec, CA for two years after High School and came back to live in his beloved home town. Brysen spends his time illustrating, eating cereal, and over-analyzing movies.

His internships with New Student & Family Programs and Global Campus while at the U of A helped him develop an eye and a love for graphic design which make him a welcome addition at Mediavision2020.

Alex Tummons Joins Mediavision2020 as Digital Analyst

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Mediavision2020 is pleased to welcome Alex Tummons to its Bentonville, AR, office as a Digital Analyst. Alex graduated in May from the University of Arkansas with a Bachelor’s degree in Communication and another in Spanish, where she focused on interpersonal communication. She was born in Springfield, MO, but has called Fayetteville home for the last five years. In her free time she enjoys teaching dance classes in NWA, trying out the best local restaurants, and calling the hogs!

Alex’s outgoing nature and ability to connect with those around her make her a great fit for our Mediavision2020 family.