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Programmatic’s expanding universe = your opportunity
By Christian Jones, SVP, Marketing & Client Development, Hawthorne Advertising As digital marketers continue to look for ways to maximize ROI, programmatic buying – and its expanding ecosystem – remains a frontrunner in driving value. If you’ve thought about shifting more media dollars into the granular and highly-targeted audiences that programmatic has to offer, consider this: Programmatic Is NOT Just Display The past few years have seen a massive expansion of the channels and ad units available through programmatic buying. Connected TV (CTV), online video, steaming audio and digital out of home are just a few of the channels that can be activated programmatically, in addition to display. In particular, CTV and mobile in-app video have been growing and taking share from social spend, part of a greater trend of display advertising pivoting to video. eRetail DSPs Are Exploding The giants of retail and ecommerce have been busy standing up their own DSPs as well. The bounty of targetable shopper data available in eRetail DSPs from Kroger, Walmart, Target, Best Buy, Wayfair and Amazon is a treasure trove of data for the development of both broad and niche audiences that you want to reach. Not everyone has access to these DSPs yet, so getting in before your competitors do might give you an unfair advantage! : ) The Adaptability of Programmatic While the death of the third-party cookie has been a topic of conversation (with attendant handwringing) for years, programmatic is well positioned to make the adjustment. Much of the aforementioned eRetail data, in conjunction with solutions like UiD2.0, will provide a path forward for advanced targetability. Additionally, smart brand marketers have made more sophisticated moves to incentivize consumers to opt-in to first party data collection and willingly share zero-party data to build out in-depth customer profiles for greater personalization. Great for Retail – And Many Other Categories In July 2022, retail accounted for 24.7% of US display ad spend, followed by Consumer Packaged Goods (CPG) at 14.7%, Financial Services at 12.4%, and Consumer Electronics at 9.9%. While these verticals (predictably) rely on programmatic display, there’s nothing holding any vertical back from success if the right strategy is deployed with your buy. If you’re in the process of planning your next campaign, now is the time to consider allocating more of your media budget towards the rich ecosystem of channels, audiences and ad units that programmatic has birthed. With its ability to target highly specific audiences, achieve provable ROI, and grow engagement, it’s a stellar option for maximizing the impact of your spend.
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Concepts Video Productions: “Deadly Scorpion” for Drug Free NJ
Up until now, Creative Director Collette Liantonio thought the most challenging animal to film was the cat. Cats don’t listen! But then our company was challenged to brainstorm an original concept for the 2023 anti-opioid campaign for Partnership for Drug Free NJ. What is the most terrifying, venom filled creature that is the perfect metaphor for the toxins in the killer opioid Fentanyl?… A deadly Scorpion! Drug Free NJ’s mission is to educate and get everyone talking about the dangers of opioids. The NJ creative team at Concepts Video Productions developed a “killer” concept certain to attention of parents and children alike. We knew our message would get eyeballs on TV, social media, highway rest stop kiosks, mass transit signage, in classrooms and on a Times Square billboard. “A scorpion’s sting can kill your kid. Fentanyl can kill all the kids in your neighborhood.” Where did we find our “star”, the Scorpion? Executive VP Jon Calderaro had lived in Costa Rica where scorpions abound, but our budget limited us to the environs of NJ, so he and producer Marissa Ciancitto scouted NJ Exotic Pets in Lodi, NJ, where they found an abundance of scorpions and other venomous creatures. Stock footage was not an option given the need for movement following the riveting storyboard created by Art Director Scott English. Thanks to the superb skills of scorpion handlers Megan Betracca and Salvador Galdamez, we were able to film a large scorpion on a white cyc and green screen in the Exotic Pet store. While the scorpion was initially shy, we like to think it warmed up with our DP David Kaptein’s jokes. Soon the scorpion was creeping our greenscreen runway just like a true movie star. Senior Editor James Nolan and our Post-Production team started Pre-Viz. While we had some success with Blender animation renders, we determined there’s nothing like the real movement of a scorpion. Their unexpected movement leaves you on the edge of your seat. Our post-production team was able to “cut out” the scorpion and graphically superimpose it on the tombstones containing the likenesses of the young opioid victims of the deadly toxin Fentanyl. To pick the right scorpion performance, it meant leaving a treasure trove on the cutting room floor. These predatory arachnids are fascinating and deserve a long-form show. For VFX Compositing we employed the Maxon and Adobe Suites to light wrap the scorpion in the cemetery environment. Although the topic is heavy, creating scenes from scratch is a post-production pleasure. The percentage of overdose deaths due to fentanyl is alarming. No one should lose a loved one to this. We wanted to make sure we hammered this home. The scorpion embodies the scary public health emergency, fentanyl, and we connect it to the somber imagery of teen gravestones. Between the detailed filming in an exotic pet store and the remote location of the Boonton cemetery, it was a most intense experience. Given the lifesaving message, it’s one of the most gratifying ones. We sincerely hope this video can prompt discussion and raise awareness about the danger of fentanyl. CLICK TO WATCH CAMPAIGN www.conceptstv.com | 973-331-1500 | jonc@conceptstv.com Concepts Video Productions | 90 East Halsey Road, Suite 105, Parsippany, NJ 07054
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Importance of Including Video in Your 2023 Budget
With 2023 right around the corner, it’s time to plan your company’s marketing budget for the new year. Video content in your marketing plan is more important than ever as it can drastically improve your company’s brand awareness, engagement, and sales! Professional video content sets your company apart by helping you to share information in an entertaining way. We live in a digital world where online video content and TV commercials give your company a greater chance of cutting through the clutter, reaching wider audiences, and sharing your brand with the world. With over 39 years in business, Concepts Video Productions has produced thousands of successful campaigns. Our team works with you through all aspects of the campaign from scripting and casting, production, and editing. Whether you’re looking for genuine user testimonials, engaging animation, a how-to, or simply beautiful product shots, our team is ready to produce creative and personal campaigns that will not only attract customers to your company but keep them engaged. In a media-heavy world, don’t let your company fall behind. Make sure to prioritize video production in next year’s budget and contact Concepts Video Productions to help you reach those goals! www.conceptstv.com | 973-331-1500 | jonc@conceptstv.com Concepts Video Productions | 90 East Halsey Road, Suite 105, Parsippany, NJ 07054
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The Right Production Company For Omnichannel Marketing
Omnichannel marketing is the ideal marketing approach. This style of advertising enables you to address your target demographic on multiple platforms i.e., social media, long and short form, websites, radio, Amazon and more. Omnichannel marketing gives your brand maximum exposure in various media outlets and therefore, has better brand recognition and the ability to achieve your ROI (Return on Investment). Brands are often forced to choose between different platforms due to financial constraints. The right video production company can produce affordable video assets that can be repurposed for a variety of platforms. One of our clients, HealthyWage, came to us after 10 years of successful social media advertisements. They were looking to hit a larger demographic by adding television to their marketing plan while continuing their successful social media campaigns. Our team at Concepts TV Productions shot a variety of tv commercials and continues to edit those assets for their various marketing channels. When Concepts TV shoots a TV commercial, we film enough to create additional video campaigns for your social media platforms, website, trade shows, retail presentations, etc. As a one stop shop full-service production company, we can supply you with all of your omnichannel marketing needs! 90 East Halsey Rd, Suite 105, Parsippany, NJ,07054 conceptstv.com | jonc@conceptstv.com | 973-331-1500
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Why You Need Professional Video Content
Everyone has a cell phone that shoots 4k. And maybe you ‘know a guy’ who has followers on TikTok or Instagram. But do they know the 10 steps to creating a DRTV commercial that sells hundreds of thousands of products? Do they have 35+ years of experience? Have they had 69 million hits from a single online posting? Do you want to risk your brand image by filming with a rookie? Why should they learn the art of online video on your dime? And why would you film social media content (representing your precious brand) with a newbie without proven ROI? Are you really saving money? To what metrics do you compare your results? A full-service production company and professional director know the importance of the details. Call to action. Prop selection and wardrobe. Size matters. Color matters. Perspective. Location scouting. Talent. Invest in a media production service with experienced content creators, expert photographers and lighting professionals and you’ll get your target ROI. Online video production should be authentic… user generated content is vitally important for credibility. But never underestimate the value of working with professionals who know how to frame properly for the different digital formats, whether it be Facebook, Instagram, YouTube, or TikTok. Your company needs video content – professional video content created by experienced video producers with an award-winning direct-to-consumer track record. You’ll use that content for social media platforms, packaging, trade shows, websites, retail sales, POPs. Shoot once and re-purpose the content over and over. The ability to aim and shoot a camera does not make a professional photographer, videographer, or content creator. Only trust the integrity of your brand to the professional video content creators. 90 East Halsey Rd, Suite 105, Parsippany, NJ, 07054 conceptstv.com | jonc@conceptstv.com | 973-331-1500 https://www.linkedin.com/company/concepts-tv-productions/
