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What a year, huh?

2020 will be a year most-likely defined by a few major events (the pandemic, the US election, and racial equality protests), as well as an absolute slew of “oh yeah, that happened in 2020 as well” moments (Kobe Bryant’s death, the bookending of the year with the assassinations of prominent Iranians, Parasite winning the Oscar for Best Film). Unsurprisingly, the globe-spanning impact of the COVID-19 pandemic was felt in the digital advertising world as well. …

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Since our inception, TONIK+ has been developing a novel and effective way to remix content to improve performance and provide more bang for a client’s buck. Through the use of granular retention data, TONIK+ and the TONIK+ Video Intelligence (TVI) platform, we are able to identify the most-resonant portions of any piece of content, score them on an easy-to-understand scale, and automatically remix the original piece of content into specified lengths based on need and strategy. This methodology has resulted in a straightforward but powerful platform that allows us to better a client’s own content and greatly reduce the amount of ad spend needed to generate their necessary KPIs. One of our primary tenets is that better content improves every aspect of a social advertising strategy; not just video-based metrics, but metrics across the entire conversion funnel. …

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Since our inception, TONIK+ has been developing a novel and effective way to remix content to improve performance and provide more bang for a client’s buck. Through the use of granular retention data, TONIK+ and the TONIK+ Video Intelligence (TVI) platform, we are able to identify the most-resonant portions of any piece of content, score them on an easy-to-understand scale, and automatically remix the original piece of content into specified lengths based on need and strategy. This methodology has resulted in a straightforward but powerful platform that allows us to better a client’s own content and greatly reduce the amount of ad spend needed to generate their necessary KPIs. One of our primary tenets is that better content improves every aspect of a social advertising strategy; not just video-based metrics, but metrics across the entire conversion funnel. …

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It’s hard to believe, but it was a mere two months ago that the social advertising landscape was fairly normal. CPMs and ad demand were within expectations, with the only sign of what was to come being trepidation at China’s industry slowing down to a new type of SARS affecting manufacturing production in the country. Fast forward to mid-April: over 75% of the world is in some sort of social reduction guidance, millions of US workers are out of jobs, the global economy seems poised for its first recession in a dozen years, and VPs of Data Science at certain ad companies find their time increasingly spent sitting on a floor in the corner of their home office drinking something stiff and listening to Portishead. How can one have the confidence and understanding to guide their company through these difficult times? …

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Since our inception, TONIK+ has been developing a novel and effective way to remix content to improve performance and provide more bang for a client’s buck. Through the use of granular retention data, TONIK+ and the TONIK+ Video Intelligence (TVI) platform, we are able to identify the most-resonant portions of any piece of content, score them on an easy-to-understand scale, and automatically remix the original piece of content into specified lengths based on need and strategy. This methodology has resulted in a straightforward but powerful platform that allows us to better a client’s own content and greatly reduce the amount of ad spend needed to generate their necessary KPIs. One of our primary tenets is that better content improves every aspect of a social advertising strategy; not just video-based metrics, but metrics across the entire conversion funnel. …

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Since our inception, TONIK+ has been developing a novel and effective way to remix content to improve performance and provide more bang for a client’s buck. Through the use of granular retention data, TONIK+ and the TONIK+ Video Intelligence (TVI) platform, we are able to identify the most-resonant portions of any piece of content, score them on an easy-to-understand scale, and automatically remix the original piece of content into specified lengths based on need and strategy. This methodology has resulted in a straightforward but powerful platform that allows us to better a client’s own content and greatly reduce the amount of ad spend needed to generate their necessary KPIs. One of our primary tenets is that better content improves every aspect of a social advertising strategy; not just video-based metrics, but metrics across the entire conversion funnel. …

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Coronavirus and COVID-19. Unless you’ve been living under a rock, you’ll know that this pandemic is dominating the news cycle and is making its’ effects felt both medically and economically. COVID-19 falls into the same class of viruses as SARS and MERS, and shares a similar trajectory as the SARS outbreak of 2002–2004. However, due to China’s percentage of world GDP increasing from 4.3% in 2003 to 15.5% in 2019 and its growth as an economic engine, the impact has been exacerbated this time around due to increased travel into and out of the country and concentration of manufacturing. …

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Introduction

At its core, advertising is created in order to connect with and convince potential customers to commit to a product or service. Whether it’s a newsletter, movie ticket, sousaphone, or high-end sports car, advertising ultimately tries to persuade users to hand over their time, attention, and money. A big, splashy, expensive ad might be one way to draw customers to your product, but that isn’t viable for 99% of companies. An effective ad, one that resonates strongly with audiences, is a much more efficient and sustainable way to increase interest in your product. “Resonance” is a bit abstract, but it is essentially the aspects of your product and advertising that are drawing positive attention from your potential customers. …

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Status Quo

Are you getting the most out of your content? Chances are you aren’t. Most companies reuse portions of their long-form content for shorter spots. For example, a movie studio may cut a 30-second spot from content in their 3-minute trailer, or a fitness app may cut a 60-second ad from a combination of multiple short films. How do you decide which scenes are used for those shorter pieces? More often than not, the decision is a subjective one, based on what the creative whims of a handful of employees in a conference room. This is an extremely small sample size and one that is not indicative of the overall population of humans who were served your content. The best case for the new spots is that those employees were able to pick the top scenes with 100% accuracy and stitch them into a cohesive narrative. The common case is that the resulting ad will be middling and won’t move the needle either way, with a strong chance of a spot that ends up underperforming. …

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From Estimation to ‘Perfect’ Measurement

The evolution of advertising since the advent of digital ads has been nothing short of revolutionary. For decades, performance was based entirely on estimations: estimated number of viewers per day of a billboard, estimated listeners during a radio broadcast, estimated readers of a page 2 ad in the local paper. Nielsen jumped ad performance analytics ahead through their “Nielsen Households”, a selected sub-section of households across the country whose TV viewing habits were tracked and expounded into a reflection of the nation as-a-whole. …

About

TONIK+

TONIK+ is a video intelligence and editing solution that utilizes Machine Learning & performance data to maximize the impact of targeted video campaigns.

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