Traveling On A Budget (Saving $593,233 Dollars)

For this week’s Financial Friday, we’re going to be discussing travel habits. The client we chose has made a fortune off of the Millennial generation by utilizing social media to present themselves as one of the largest traveling agencies for young adults 18-35.

Have you always wanted to travel the world? See the Eifel Tower? Or maybe backpack through the jungles of Southeast Asia? Well, this company knows that and how to target via Facebook.

If you’re anywhere in this client’s targeted demographic, you’ve probably seen advertisements for cheap travel packages to pretty much anywhere you want. Chances are, you’ve seen them on Facebook, Twitter, or Instagram. The way we find our travel packages has changed since the days of our parents. the ability to travel or take a vacation is everyone’s dream, but where the older demographics are having children, or living whatever lives they have set out for themselves, Gen X/Y/Z have kinda put those things on hold. We want to travel and we want to travel now.

Let’s take a look at their ad spend, shall we?

Google Non-Brand is where were going to focus our attention today. Overall, they’ve spent $115,479 dollars over the course of three months. This is terrible when you can see that for every dollar they spend on advertising through Non-Brand, they make .63 cents.

While looking through the data, we found that 86% of their spend through Google Non-Brand didn’t even come close to making that money back. Most of that 86% had the return of zero. That’s where we made some drastic cuts.

We cut all of that 86%. All of it. That comes out to $98,872 dollars over 2 months. Annually that comes out to about $593,233 dollars that this company could be saving. That money most certainly should be invested in social media advertising. This company has a fantastic Facebook campaign that’s making back over 10 dollars for every dollar they spend.

Listen, having a platform that can effectively tell you this information is absolutely crucial. If you’re reading this, give us a call and see how C3 Metrics can save you from losing major amounts of money.

Why Doesn’t MTV Play Music Videos Anymore?

Hey, me from the past, what’s up? It me from the future! I’m going to give you a quick rundown of what’s to come in your life and then I’ll get to my point:

Your high school girlfriend will cheat on you with a scraggly hipster kid that brings his guitar around to every house party and plays Wonderwall.

You get hit by a car and have to be awake during the surgery (which, looking back, is awesome)

You go to college, graduate and get a degree in Graphic Design.

You Score a kick-ass job at a radio station.

Everything between then and now is a blur but you somehow managed to become a social media expert at an awesome tech start-up…and this is where you are now, at 26.

Anyways, you made a comment during lunch period circa 2006 that prompted a heated discussion about the way modern music was heading. What was it that you said?

The 2018 Attribution Vendor Scorecard compares 15 attribution vendors across 15 customizable criteria.

Oh, I remember! It was:

“MTV should play music videos again, that will boost the music industry.”

You were an idiot. I remember that same weekend you smashed your head on your friends diving board cause you told everyone you could do a backflip (you couldn’t). Most of the music you listened to at the time had no relevance to modern pop-culture anyways.

MTV doesn’t play music videos anymore because the Millennials generation (your generation) decided to pirate music. See, music videos were promotional material and when  less people bought music, there was less demand for promotional material.

MTV knew what they were doing when they slowly transitioned into shows like “16 and Pregnant”. They had to maintain their demographic and keep up with hip and trending topics. Music video’s weren’t cutting it, but that’s okay.

With the era of social media rising at the time, there was a more suitable way to obtain new music. Myspace offered bands the opportunity to promote themselves through their own channel and gave listeners the option to download their new track. It gave the power back to the music.

With digital being the new forefront of media, it became clear that there were many other ways to more effectively produce and record music. This left the music industry in a frenzy. Music wound up happening more organically, so did the trends which left mainstream music media taking a backseat.

One of the benefits that came from digital music was the opportunity to measure its influence and traffic. You could actually see how many people listened to that song you also liked, for the first time, the idea of a successful album wasn’t about how many it sold, but how many “likes” and plays it got on the internet. In time, Youtube became a huge place for music and the evolution led to sites like Spotify and Soundhound.

Now that you know a little bit about the advertising industry, know this. At 26, you will no longer be the center of modern pop-culture. If you think for a second that music television will make a comeback, you’re lying to yourself. Music videos will never be a popular thing when TV is on the decline and digital is becoming the future.

Take this in stride, though, when you get to where I am, you’ll see how awesome it is to work in advertising and have a spot in the future of it.

I know your future will have its up’s and down’s, but please get rid of the whole “MTV doesn’t play music videos anymore” spiel. At this point, it’s so old that it just graduated college.


You from the future.

Attribution Scorecard

The 2018 Attribution Vendor Scorecard compares 15 attribution vendors across 15 customizable criteria.

Criteria include:  fraud removal, user-level data, viewability, TV, and cost.

This App Pays You For Selfies

Pay Your Selfie is a new app where you can take a picture of yourself with a specific product and in return you receive money.

The Chicago-based company launched this app in order to help brands receive data among mobile users. Brands pay per engagement while gathering data to help in future marketing endeavors. Companies have been more heavily focused on apps that can be beneficial to both the user and the company.

T-Mobile released an app where you can save $5 dollars on your cell phone plan by letting it place an advertisement when you unlock your phone. I, the user, receive a discount on my bill while some random company receives my data. As to what that data may be looking for, it can range.

With Pay Your Selfie, the app uses the images to understand the people themselves:

“They want to see if consumers are keeping fruit on the counter or in their pantry. If it’s on the counter, it’s part of their daily life. If it’s in the pantry, it’s something they bought, ate once and then probably didn’t go back to.” – Pay Your Selfie co-founder Kristen Holman

This technology gives brands and consumers the ability to co-exist. Users take the photo, upload it and receive 20 cents per photo. Once they build up $20 dollars, a check is sent in the mail.

The app is a new way to gather a focus group and gather more details about consumers shopping habits. Instead of having people sit down in an office and showing them a few commercials, those people knowingly become the commercials and can make a few extra dollars.

The process will not make any user rich, but by letting companies peer into the lives of willing consumers, it creates a beneficial package for both worlds. A company figures out how to place the toilet paper roll, and you make out with some weekend beer money.

How Cinema Reaches Out To Millennials

I’ve worked at a movie theater for over 5 years. It was a small theater, off the beaten path and had enough money to keep them afloat. Throughout my years as a member of the cinema community, I had the opportunity to discuss varying topics about the way movies work. I talked with the old, the young and even people my age (18-24).

I was a projectionist.

When we switched over to digital projectors , I was moved to box office. There, I would stand for 8 hours in a small, glass room, and, on a slow day, people watch.

My friends and I would play a “guessing game” of sorts. Solely based on what a person looked like, we were able to decide what movie they were going to see. We got it right about 75% of the time.

That 45-year old woman coming in with her husband who has an unpleasant demeanor?: Twilight.

A family with children younger than 10?: That new Disney/Pixar movie.

Those 14-year-olds who bought tickets to that new Disney/Pixar movie?: Deadpool

That last one gave me more satisfaction because I got to kick them out.  I wasn’t trying to be an upstanding employee, I was trying to bring some satisfaction to my life while working 8 hours in a glass box. Ah, you should have seen the look on their parent’s faces when they came to pick them up. Anyways:

A recent report from Adweek gave us some statistics on how Millennials fare when going to the movies.

70% Of Millennials enjoy watching trailers: 

This is true. Our only issue is when my 10:15 p.m. movie doesn’t start until 11. That being said, Millennials love watching trailers, we’re excited to see upcoming movies we even  share cool and exciting trailers on all our social media platforms.

We’re also a huge demographic for the entire industry.

in 2014, 38% of all movie-goers we’re millennials. Let’s take a look at what films came out that summer:

With the exception of How To Train Your Dragon 2, you can see where a huge chunk of the pie represents Millennials.  The films came out that year accumulated a lot of different people, but how many 40-year-olds with children took them to see Guardians Of The Galaxy instead of How To Train Your Dragon 2?

30% of Millennials saw a movie based off of a social media recomendation.

Trailers and “sneak peaks” are released to the internet before any other media. Forums like Reddit are a quick way to gain a lot of publicity for that upcoming superhero movie. While it takes time for broadcasters to buy a line-up, the agency cause easily just post it from their Youtube account and everyone will share it.

Like any digital advertisement, the ability to monitor its effectiveness greatly surpasses anything Television can do (for the moment). The reach using digital for any film is important when viewing who your demographics are.

The future of cinema might be swaying a little more towards the Millennial side. The advancements in digital advertising now give advertisers a larger understanding of our cinema experiences so they can better market to new and exciting ideas as well as make a solid ROI.

C3 Metrics = A Millennials Dream Job

I remember the first time I got a job working in technical support. I was the youngest with the least experience and we were a team of 3. It was a traditional desk job which was a good place to start a background in that field. My boss taught me how to handle clients with issues, problem solving and to have a more professional demeanor. I worked with people who have been in the industry for far longer than I was alive.

Fast forward: I was let go and in need of a new career. Throughout the years leading up to my entrance to C3 Metrics, I had been writing. I started my own blog and made solid connections that would help it grow. At this time, it wasn’t making any money so I tried searching for a career in hopes that my character and established writing credit would take me on a more promising and established career as a journalist.

I applied to a Craigslist ad with the headline “Tweet your way through the day”. Now, I have been burned by ads like this in the past. I once applied to a job labeled “customer service” only to get to the interview and find out it was a sales gig for health insurance.  I sent my credentials, and a sample of my journalistic writing. The article I sent was about the “Free the Nipple Rally” at Hampton Beach (real professional, I know) and a story about myself expecting to probably never hear back from anyone. I then received an email back from the companies COO, Jeff Greenfield stating that he wanted me to come in for an interview. I stayed up the night before going over how to present myself in the most professional way without sounding fake or untruthful. I practiced being confident in my skill set as a journalist and was ready to show a company that I was the right candidate for the position. I had a background in graphic design, so I had a slight understanding of how advertising worked. I researched the company in order to get a better feel for how they operated, what they were looking for and what to possibly expect in terms of questions in the interview. At 4 a.m., I fell asleep.

I woke up at 9:20 the next day. My interview was at 10:30 am. C3 Metrics is located in Portsmouth, NH which was an hour away from where I lived. I think the term “under the gun” was an understatement. My stomach properly fell south, out of my body like a stone. My shower lasted 3 minutes, tops. I grabbed my interview ensemble and flew out the door. About halfway there, I realized I had forgotten my tie. This was my one chance at establishing myself as a professional journalist and I was blowing it hard. I took Route 101 to get there which, if you’ve ever driven it, you’ll see about 6-7 cops one way. I was cautious going 90 mph.

At 10:28, I entered the parking lot. I spent 30 seconds making sure everything that I could possibly do was the best for the bad scenario I was in. I prepared  to go in, give my story and leave, dead inside. As I walked into the main building another co-worker from the company was also walking in. He was wearing jeans, a polo shirt and a C3 Metrics hat in reverse. His name was also Justin. I always relate my name to the film Highlander; There can only be one. Usually, more than one Justin in the same place is too much, but that wasn’t so much the thought that was on my mind but the way he was dressed: casual.

As I walked in the door, I noticed something:

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This wasn’t the New England themed, tight-end company that I was used to. This was a more “California” based company. There were no suits and ties here. They were people my age, with similar interests and hobbies.

I sat down with Jeff, and began the interview. Throughout the interview, he brought up my article on the Free the Nipple Rally. At this point I was still nervous on sending that to him. He was either going to love it or hate it. As you can probably tell from this article, it was a hit. The interview went great and I went home with a high self-esteem. I emailed Jeff with a few questions and in return, I received an email back stating that they thought I was a great fit for the position. My first day was on a Friday, which was also the company Christmas party.

Buz Cook – Head of Sales

After introducing myself to my future colleagues, I felt a sense of establishment. Everyone was excited to have me on board and the consensus was that I was a good match for the company.

We here at C3 Metrics are an eclectic bunch. Our head of sales, Buz Cook calls us “The Island of Misfit Toys”, but if you talk to us on the phone you wouldn’t expect that. We’re each our own individuals. We’re professional Surfers, Snowboarders and Longboarders. We’re beat maestros, and Glich-Hop enthusiasts. We’re DJ’s, parents, and Lawnmower racers. We love Star Wars, comic books and the New England Patriots, but most importantly, though, we’re professionals. Its this community of individuals that strive to help your company grow and to push it further. We’re Jedi’s and we’ve harnessed The Force to better assist you in your goals to create a top of the line advertising campaign.

We’re C3 Metrics. We Fucking Hate Last Click.

Millennials = Don’t Mind Watching Ads

It has become very apparent that Millennials and Gen Z are the main focus when advertising online. According to an info-graph from Adweek, we can now be clear that advertising to us will and can work.

According to the study, using percentages, Adweek found out the following key points:

77% of Millennials watch videos online just to simply kill boredom. Television simply doesn’t give you what you want immediately when you want it. Instead of arguing between your friends who, chances are, have video games to play or if you’re me, The Golden Girls, you can simply go to YouTube, type in what you want and be good to go.

Blanche, you sly minx.

Blanche, you sly minx.

In terms of YouTube ads, most millennials are okay with ads for one way or another. We know who we’re supporting. Its not some big wig broadcasting company, its some guy in his basement talking to us about movies, or videos games, or eating a cactus.

See, this was totally worth sitting through a 20 second ad. This dude totally ate a cactus. He didn’t just nibble, either, he went to town. That commitment deserves the 8 million views he got. We know this and according to the info-graph, 63% of us agree the internet celebrities need advertisements to make a living. 58% of us are absolutely okay with watching the ad for our favorite celebrities.

Lastly, the article points out that YouTube is the dominant factor in digital video watching. This shouldn’t be surprising when every person has an account and posts video about anything. If you are reading this, you are one of those 8 million people who watched this guy eat a cactus. We can’t live without YouTube apparently, and it makes sense. It gives us what we want when we want it, how can you compete with that?

The article points out that ads that last 5-15 seconds have a higher success rate than ads that are 30 seconds long.

Overall, we’re not against advertising, there is just a more effective way to do it. Keep it short and relevant and you’ll have a much higher success rate when advertising online.

MIllennials = How To Keep Up With Digital Advertising

Back in the days of Myspace, users could customize their own websites using HTML code. We we’re the first generation to have the ability to manipulate websites for fun. That was primarily where we learned how to use the internet, not just for information, but as a tool. This gave us the ability to learn and access parts of the internet that weren’t as readily available to previous generations of users.

I remember being on Myspace and seeing ridiculous advertisements to shoot random monsters walking by. AS soon as you clicked it, it would take you to a sketchy page and you instantly thought “Well, here comes a virus.” The days have changed since then. Where most ads on Myspace were sketchy at best, Facebook took up the reigns and gave a safe and secure platform to advertise on. This brings me to my point.

Millennials are the forerunners of digital advertising. 

After all this generation has learned, it’s hard to tell if advertisers of the old days can keep up. Where previous advertisers started to learn the possibilities of the digital age, teenagers were learning ways to get around them.

Technology and its primary users are a tough nut to crack.

Where television had total control over what was aired, the internet is a place where people generally control what they want to see. Long gone are the days where you change the channel for those 5 minute commercial breaks. Now we have adblock, and although a few sites have taken the initiative to monitor if you have adblock activated, most haven’t. Nobody wants to be called out on having adblock, and more times than not that approach doesn’t necessarily end well.

Since then, advertisers are more keen to work with their audience. Giving them the ability to silence autoplay ads or just start the ad muted. These techniques seem to be working more effectively then the traditional routine of  “we paid for this ad to be placed in every place you can see it.”

Overall, digital advertising still has a few things to catch up on, but in the long run, you’ll start to see a more co-existing environment in which the viewers are in control.

Ad Blocking Attribution + A Millenials View

(Disclaimer: I don’t hate Maine)

Last night, as I anxiously readied my delicate body to browse the dankest memes this side of planet Earth, I came across a link to a GQ article that read:

“Maine: Do We Need it?”

The jokes took a totally uneducated stab at the life of Mainers. It was clearly to troll people, but it gave me something to throw at my friend (she’s from Maine).

As I have, in the past, lightheartedly mocked Maine to get a rile out of her, I was thoroughly inclined to read it and then instantly send it to her to further drive her crazy. I do that because its funny, I think I’m funny, and you should think I’m funny too. Well, that didn’t happen. In an act of karma, the universe (as well as GQ Magazine) had a different plan. As I clicked on the article, I was greeted by a pop-up ad that I could not close out of:

Now, that picture is really cool. Especially for us, here, at C3Metrics. We love everything Star Wars! So I decided to continue and clicked on the “View With Ads” selection thinking that would bring me to your lovely and articulate research as to why the United States doesn’t need Maine. Unfortunately I was brought to another page where I was pretentiously told to have a seat and listen to why sites like GQ operate off of advertisements:

Screen Shot 2016-01-13 at 11.33.38 AM
Look, I totally get it, GQ, and I agree with you for the necessity of your ads. Thats how the internet can operate. It makes total sense, but after clicking on the option to view with ads, I should have been brought to the article. I appreciate your offer for coffee and water, but I just didn’t have enough time to stay. Im sure you understand that. Im more of a “chew and screw” kinda guy. What I’m trying to say is that this should have been instantaneous. Its not out of the question –  in todays day and age it needs to be. So while you were trying to get me to disable my adblock to read your article, I lost interest and moved on. The 20 seconds it takes to disable adblock is too much work. My time is limited.

I’m not here to tell you that advertising is bad – that’s not my point. Advertising moves the world, but there are better ways to achieve traffic to sites without losing viewers like myself. I could have sent the article to numerous friends and their friends could have seen it, too. It’s not just me. Their strategy lacked the ability to give me what I wanted in an effective manner. It would have been one thing if, after clicking “View with Ad’s”, I would have been brought to where I wanted to go, but to bring me to another tab with that message wasn’t necessary. It wasted my time and they lost traffic.

The Millennial Workforce = $uccess

One of the first real full time jobs I had was a customer service representative for an automated dialing service. Due to signing a non-disclosure, I am not allowed to say the name of the company, but I would not in the least talk poorly of them. They were great! That being said, at 24-25, I was the youngest member of the entire company. The next youngest was this awesome woman that I worked with who was in her early 30’s and just returned from maternity leave. We were a small team of 3 people including my boss who recognized my proficiency in understanding technology.  Having a younger mind meant that I had newer and fresh understanding of the technology in front of me. My second week, he took off due to illness, and within that time, I took to studying and learning everything that I could embed in my brain.

By the time he came back, I had the core concept of what the company did and was looking for. None of this is out of the ordinary for any employee. This is what you’re expected to do, but seeing as we were small and the only other person was on every call meant there wasn’t too much instruction. They took a chance on hiring someone young and gave me a 5 month contract to help establish myself and give me credit in a career that was booming. To them I say: Thank you.

Now moving on. C3 Metrics utilizes a younger workforce. Where I was the youngest at my old company at 25, I am now one of the older (not by much) at 26. C3 recognizes the technical understandings of the Millennial Generation and focuses to establish and train us in an atmosphere that is not only comfortable and fun, but progressive and successful.

Our Network “Jedi” are in the early 20’s and for some, this is their established foot in the door. Don’t let that fool you or make you uncomfortable, we are all professionals and we handle everything as concise and respectively as someone who has been in the industry for years. I spoke with Jeff Greenfield (COO of C3 Metrics) and dug a little further into what makes a “young” company like ours so successful.

"Millennials Grew up Multitasking"

“Millennials Grew up Multitasking”- COO Jeff Greenfield

“I focused on hiring primarily Millennials and younger people because of the energy they bring. Since this is a software company that deals with numbers and a lot of different things moving all at once, I needed a team that could handle multitasking on a regular basis. Now we know that multitasking is not the most efficient way to operate, but the Millennial generation has been brought up multitasking. They’re digital natives, they’ve been brought up with digital their entire lives. They’re very comfortable in front of a laptop or computer or phone so they’re able to go back and forth between these mediums very easily.”

Having a Millennial workforce in a software company is crucial due the understanding of technology for us, whereas the previous generation was not brought up with such developed technology around them. This isn’t to diminish, say, Generation X,without them, we would never have had the internet or the technology that this generation has been blessed with. Gen Y (Millennials) simply took the technology that was in front of us and carried the torch into the next wave. Don’t worry, Gen X, Generation Z is going to come onto the scene with a larger understanding than us. We’ll be meeting up shortly.

One of the issues that have come up from other companies and previous generations are our lifestyle choices. We like flexible schedules and with Companies like C3 metrics, we have them. Even my job, right here blogging, is usually scuffed off as unnessecary, but here I am, convincing you, the reader why my generation should be hired. I’m taking a lot of liberties talking on behalf of a generation, but I think I’m doing alright.

“The biggest problem that many companies have with Millennials is that they tend to get bored really easily. So, as a result Millennials will go from one job to another, because not only do they get bored, they feel that they have learned all that they can. So the advantage that we have as a very fast growing software company is that everyday is something different! That even though we have a product that is utilized by hundreds of different companies, each one of them utilizes it just a little bit differently. So every client that we deal with has different needs and different wants. There are levels of customization that not only has to be done with the product itself, but with the team and the approach and how we help answer their questions. Things are always changing and thats the type of environment that is fun to be around. Im a firm believer that this generation is the smartest generation out there.”

Generic Thinkers = Generic Products

We pride our selves on our different take on the world of marketing. We are constantly learning, adapting and overcoming obstacles that we come across. This isn’t a company of 5,000 employees that have been doing the same thing for the last 20 years. No, we are a fresh outlook. Most being young minds who still want to learn.

The keypoint with this, is the desire to learn. Young minds require information. This translates into better results for everyone involved. When you are hungry for information, you will retain much more then if you were to sit through a lesson. Learning on your own with a good teacher who is always there for questions is the best way to learn effectively.

With C3 Metrics being such a small company, we are all very tight knit. Anytime a client has an issue, it becomes an issue for the company and we work together to solve it. This is why we are able to show results that no one else has ever been able to produce before.

An open line of communication between Client and Jedi will always yield better results then just emailing and waiting up to one week for a reply. Network operations is always available to assist with any issue that may occur. On top of Client/Jedi Relationship’s, the more important line of communication is between us.

The Jedi’s work together for the greater good. That is the Jedi Way.