Spuds Mackenzie Is Returning For Super Bowl LI

If you lived in the 80’s, you probably saw the iconic bulldog Spuds Mackenzie in a Hawaiian shirt and sunglasses.

The pinnacle of cool-guy 80’s depicted him as the “happening, partying dude!”. All the babes loved him. Heads would turn everywhere he went. His attitude made him one of the most iconic mascots for Bud-light and is still referenced today.

The ads dripped with 80’s nostalgia. From the hairstyles of his three female singers to the colors and atmosphere that belonged to 80’s “cool-dude” culture.

That’s one cool-lookin’ dude!

Budweiser is bringing him back for Super Bowl LI (51), but because dogs aren’t known to live for 30 years, he has returned from the afterlife.

In the new ad, Spuds comes in the form of a ghost in order to bring one man back into the circle of friends that he has continuously passed on.

Spuds was the dog who always brought the party. Unfortunately, you can’t party with a ghost. This leaves him to vicariously let another person bring the party.

“It’s been 30 years since we last saw Spuds McKenzie,” said Karl Lieberman, executive creative director for Wieden + Kennedy, in a statement. “Or 210 if you are counting in dog years. Nevertheless, it was the right time to set the record straight about what Spuds always represented: bringing friends together.”

Like the ghost of Christmas past, his influence transcends the afterlife in order to keep the party going.

Check it out:


The Integrity of Attribution = George Orwell vs. Aldous Huxley

Kellyanne Conway dug a pretty big hole when she referred to White House falsehoods as “Alternative Facts”.

Since then, the thought of misinformation has begun to ring in the minds of Americans. This has resulted in the increase in sales for George Orwell’s “1984“. Yesterday, the book was placed at number six on Amazon’s top selling books.

Today, 1984 has taken the #1 spot.

In the story, the government has tightened its hold on the people by use of fear. Monitoring its citizens via their television, cameras, and personal guards. They manipulate information while the citizens are left to wonder if what they are listening to could be false. At one point, one of the main characters is forced to re-learn that 2+2=5.

These are the “alternative facts” that have so many people worried. They are worried that the truth will be hidden from them.

With the concept of a totalitarian government now fresh in the minds and hearts of every American citizen, another force is at play. The process of false information akin to the writing of Aldous Huxley’s “Brave New World

A Brave New World focus’ on the issues of over-information. The ability to see what you like and to inflate your ego. Information is not required to be hidden because information is oversaturated.

Why burn a book when it can be drowned?

Fake news, clickbait, conspiracy theories, etc. have all indirectly been accountable for the inflation of false information and the misguidance of internet users. 70% of the articles that you see via Facebook are fraudulent. They are pandering to the misinformed in order to rank in Google and make a profit.

The integrity for advertisers is also put in jeopardy. Luckily, Google has put forth measures to confront the influx of false ads.

With 1.7 billion bad ads taken out of the picture, Google has a long way to go. It’s a great start in recovering the brand/consumer relationship.

It is imperative that the future of digital content be a reliable source for information. With more and more people replacing television with digital, the influx of faulty and uncredible sources will create misinformation and instability.

NFL = The Density Of Advertising

The average Super Bowl advertisement costs 5-million dollars per 30-second spot. The event sports some of the most creative and interesting advertisements for the year.

With so many companies budgeting their annual ad spend for this one event, the chance to unveil their ads to 112-million people is what every ad agency dreams of.

2016 saw a hard hit for the NFL this year, namely due to the Presidential Election taking up time slots. The views during that time were lower than usual. With the election over with, the NFL has seen their ratings jump back up, but slightly less than average.

Now, the NFL is looking to spot the issue. One large factor is the increase is advertisements.

Between 2008-11, the average amount of ads shown fluctuated slightly.

Since 2012, however, the number of ads shown per game have increased significantly year-over-year. This does not include the commercials that add up to less time.

In total, there are over 100 advertisements with 20 commercial breaks per game.

The stop and go nature of Football presents a solid foundation for commercial breaks, so a dissonance between viewers and advertisers is growing.

In an age where ad-free streaming has become king among millennials, the issue has been brought to light by even Roger Goodell.

Out of the 3 hours and 15 minutes, the game takes up, there are only 11-minutes of actual ball time. The rest belongs to announcers, replays, changing of lineups and advertising.

So how does the NFL plan to reach out to its missing numbers for next season?

It appears they are in the right mindset to start making executions.

As for this year’s Super Bowl, at least the ads will be something people will want to watch.

Facebook = Dynamic Ads – Hitting Their Targets.

Facebook has released information for the company’s 2017 advertising plan. One of the largest additions to this plan will be the implementation of dynamic ads.

Dynamic ads allow advertisers to target potential customers more effectively through keywords, phrases, and search terminology.

If a consumer was searching for a specific item such as a winter jacket, dynamic ads would target that consumer’s search habits to find the right fit. Do they need something from The North Face, or rather, L.L. Bean? Dynamic ads will find the right fit for that person.

The benefits of Facebook utilizing this aspect of digital advertising would be that consumers can find what they’re looking for on the site itself. Instead of creating hundreds of different advertisements to place on various websites, the advertisers can simply plug in key demographics, keywords, and search phrases to create an advertisement based on specific requirements.

In regards to the effectiveness of dynamic ads, Maz Sharafi, director of product marketing at Facebook had this to say:

“It automates the process of who it can show products to—It takes out a lot of the trial and error and complexity of being able to do this in a manual way. For example, to sell 1,000 products you have to create almost 1,000 different ads to reach those products to different people. With dynamic ads, you’re effectively creating one ad.”

Having one ad to target multiple, specific markets is the next step in order to effectively reach out to consumers who might not have organically searched for the product on their own. The process of dynamic ads act in assisting advertisers by narrowing down and targeting a bullseye without the necessity of firing more ads than what they need to. It provides an effective reach by utilizing less spend for more reach.

Cannabis = Branding and Targeting Digital Ads

You’re walking down the wine section at your local liquor store. Your gaze stretches across the top shelf scanning the dates, the brand and the location of where it was brewed.

After nosing through the selection, you find the one you want. You know it by its brand name, and the date correlates to a finer taste than anything else you could buy.

You had a brand in mind while walking into the store. That was your brand of wine, you preferred that over every other choice. That is what 2017 has in store for branding cannabis.

With 28-states in total that have decriminalized/fully legalized cannabis,  the gold rush (or green rush) for entrepreneurs is blooming.

As for those states that have legalized and are selling recreationally, having a nationwide brand is far from a reality. If you walk through San Diego, you won’t see the same brands as you would in Los Angeles.  If you’re in Portland, Maine the chances of seeing a recognizable brand or “strain” is slim.

With the cannabis industry set to reach billions in 2017, the industry has a larger pot to stick their hand in. That is why the focus on cannabis for the next year will be branding.

With cannabis still listed as a schedule-1 narcotic by the FDA, advertisers will have some hoops to jump through. With the plant placed so high on the list that means Television, radio, and large scale print magazine can’t touch it.

Cannabis company Flow Kana has been busy with bus ads, and pushing digital for a more recognized brand.

“We’ve had our fair share of ads denied and had to go back and forth a bit,” said Adam Steinberg, co-founder and head of business development at Flow Kana. The social site nixed messages with “typical stoner language” and links to cannabis sales sites.

Most traditional media companies have spurned the industry’s ads. But Joe Hodas, CMO of Dixie Brands, which sells edible and topical products in four states, reported that new cannabis-focused companies with print and online opportunities are constantly contacting him. “The No. 1 fastest media platform in this industry is print,” he said.

The future of digital “canna-business” is high as more companies are reaching for brand recognition. The expected digital advertising revenue is expected to reach 75 million dollars by the end of the year which isn’t massive, but a start in the right direction for those high-minded entrepreneurs.

By the end of 2017, and into 2018, the nation will see a large push for brand recognition. Who knows, the world could finally see a cannabis logo alongside the golden arches of Mcdonalds or the Nike “swoosh”.

Machine Learning = The Future

Leonardo Da Vinci dreamt some of the most important inventions to which mankind has built and advanced upon. His influence and genius resonates within the modern world.

The tank, helicopter and machine gun all trace their ancestry back to Da Vinci’s perfectly illustrated engineering ability.

If he claimed to have invented the internet, we’d believe him.

One of his most interesting and insanely creative concepts was the robot:

There is no brain to this structure. It moved based on a series of levers and gears connected to an intricate pulley system.  Not bad, considering this was built more than five-hundred years ago.

Technology has advanced significantly since then:

Computers are imperative to the daily lives of most Americans. The concept of computing was meant to optimize the workload as well as send and receive data more effectively.

Gathering data is crucial for advertisers and brands in order to reach out to potential customers. Targeting who will more likely buy your product based on data has influenced advertisers to spend more in digital than television.

Machine learning is not AI. As written by Don Dodge:

“AI is a high-level term used to describe any approach to make a computer smart. AI started out as a programmed set of rules that could quickly sort through mountains of data to find the desired answer. But, AI rules couldn’t learn or adapt to new data. You could add more “rules” to handle new data, but there was no “learning”. Machine Learning (ML) is a new type of Artificial Intelligence (AI) that lets computers learn without being explicitly programmed. ML is a set of classifiers and algorithms that can teach themselves to grow and adapt when exposed to new data. Machine Learning can learn.”

It seems a little unnerving if you’ve watched The Matrix, but don’t worry. The concept is being used to autofill Google search.

The tough questions of 2017.

Google uses machine learning in order to gather data and more effectively assist users in finding the information they are looking for.

Advertisers are in the same boat. They’re looking for information to better attract customers.

When thinking of machine learning and AI, don’t instantly go to the perfect doomsday scenario, think of it on a much smaller scale.


H&M Wins C3 Metrics Christmas Advertisement

For the whole of December, advertisements pass through the holiday filter and turn out some of the most heartwarming and magical creatives of the year. Well, H&M partnered up with indie film director, Wes Anderson (The Life Aquatic, Fantastic Mr. Fox, Moonrise Kingdom) to bring a festive mini movie featuring Adrien Brody.

The short starts out with the conductor (Adrien Brody) realizing that the trip will take 11 extra hours due to poor weather (as well as mechanical) conditions.

As soon as the video starts, viewers are blessed with the familiar poise that Wes Anderson delivers. From the color schemes, down to the silent passengers, who have disappointed demeanors accompanied by their gifts and a photo of their loved ones attached.

The conductor (Brody) creates a Christmas plan to bring everyone on the train together for the holiday.

The advertisement works as a simple, heartwarming holiday message from H&M that not only effectively pulls at the heart strings of viewers, but also utilizes a director which shares a similar sense of style that coincides with the brand.

Jeff Greenfield = Measuring Data Effectively

Data doesn’t need to be dressed up in Prada on a Madison Avenue billboard. Data is real. As a matter of fact, data is the reason that billboard got made in the first place. The creators of that advertisement used data collected over years of practice to fully implement an effective ad strategy that would convince you to buy that dress, or that wrist watch, or that TV that makes you feel slightly superior than your neighbor.

Data doesn’t make the world go around. Data lets you know the world is round. It provides the required paths that lead to discovering truth.

Jeff Greenfield, our very own COO of C3 Metrics sat down with Rich Brooks – creator of the Agents Of Change podcast to discuss why C3 Metrics provides the most effective data when it comes to advertising.

Jeff:  Well the biggest problem with analytics is that most people don’t understand where the holes are. You’re never going to have a perfect answer – especially when it comes to marketing and advertising – the reality is that until we have a machine that can hook up to someone’s brain and discern exactly which touchpoints and which brand images actually have them make a decision to buy from us or engage further with us, that’s perfection and we don’t have that. So anything else we should step back and understand that anything else we have is just wrong. The questions is how wrong is it and how far away is Google Analytics, or how far away is any analytics from the actual truth.

Why trust someone that thinks they know how to reach an audience when you have the data that can give you the real answers?

Check out the full interview.

The ROI Of Web = Is Your Site Saving $$$?

The holidays are here. That means holiday affiliates are in full effect. If you’re one of those people who want to make extra money for gifts this season, then running a site can be a good way to invest.

We have all heard the phrase:

“It takes money to make money.”

Well, with C3 Metrics, you don’t need to spend as much money to create the same results. We took a look through this site’s ad spend and shaved away a few pounds from Thanksgiving.

Through Google Non-Brand we were able to save $409,305-dollars in annual ad spend. The reductions made were critical. With almost a half-million dollars in ad spend, could we save more?


Let’s take a look at the other channels.


Here you can feel the extra weight melting off. That stuffing was delicious, but it’s been a week and it’s gotta go.  Through our optimizations, we saved (shed) $337,798-dollars in annual ad spend. At this point, we can feel our jeans loosening up.

Imagine the affiliates as the mashed potatoes. They must have stuffed it in their mouths and chugged the gravy as an afterthought. Again, we were able to save them $332,502-dollars in annual ad spend.

We’re not done here. We called up Richard Simmons to help get you in the perfect Christmas bod. Nobody wants to look over-weight under the mistletoe.

Let’s take a look at their Social Retargeting:

After making these cuts, we found that this company didn’t need to hide their extra gut underneath that oversized Christmas sweater. With $179,347-dollars in annual ad spend, we’re looking great!

Through Video Retargeting, we were able to save this company $190,151-dollars in annual ad spend. This was the final push into fitness for the holiday season.


Look at all the pounds you shed! Just in time to impress that attractive co-worker (who probably will still take your advancements as weird and scary).

Attribution Modeling = 67% Error with This Massive Mistake

The biggest mistake you’ll make in attribution modeling?  There are many, but today this is a huge one:  No Cross-Device

Without cross-device tracking capability, you face a 67% error.  Today 67% of all funnels have multiple devices in the path.  It’s not uncommon to see mobile at the top of the funnel, creating demand, or in the middle of the funnel, accelerating demand.

If your attribution modeling solution doesn’t natively track and connect people across devices, you are simply screwed.  Your results:  67% wrong.

TV Advertiser?  No Cross-Device measurement and you’re doubly screwed.

When it comes to including TV in your attribution modeling platform–no cross-device and you might as well not even try.  Why?

Today, the primary response mechanism to a TV ad is on either a Smartphone or a tablet.  While sitting on the couch, your device is within arm’s reach, and after seeing a TV ad or offer that sparks interest, you simply use your mobile device to perform a search or visit their website directly.

Those smaller form factor devices = fast and handy, but with conversion rates of 2-3% on most sites, consumers hardly ever convert on a first visit.  67% of the time at least one more devices are involved.

The TV stimulus prompting mobile visits while on the couch:  those are typically top of funnel stimuli.

Draft Kings, Game of War, Zulilly, Adore Me, among many…spend huge TV dollars to stimulate prospective interest and originate demand.  No cross-device and the umbilical cord of tracking connection is severed.

How Good (or Bad) is Cross-Device Tracking?

There are two types of cross-device tracking:  deterministic and probabilistic.  One is not necessarily better that the other on the surface, but numbers tell the story.

Rule #1:  If anyone tells you their match rate is 100%, run.

With a huge enough sample, deterministic cross-device tracking can be fine.  But that sample has to be huge.  Even Facebook only has 52% of adults actively using the site.  Facebook plus Gmail plus Yahoo mail, plus Outlook–now that would be powerful if it existed.

But in most cases, we’re looking at probabilistic cross-device tracking.  Depending on what’s measured, the number of transactions per week, the length of the funnel in days and touchpoints, probabilistic matching percentages can vary.  But find yourself with a 75-85% match rate and that’s not bad.

Keep in mind that new devices are coming into the market every day (phones break, get stolen, and people simply buy new phones…especially around the holiday season).

Try to measure performance on your Facebook ad buy without cross-device native to your attribution modeling, and you might as well go home.  80% of activity on Facebook is from mobile devices.  The same numbers hold for Twitter and a large portion of Pinterest.

If cross-device isn’t natively built in (not bolted on) to your attribution modeling platform–you will be lost at sea.  No GPS, no ship, no bearing.  Ready for dry land?