The transformation of the Super Bowl ad experience

first_img Support conservation and fish with NEW Florida specialty license plate By Mark Bartholomew, Professor of Law, University at Buffalo, The State University of New York and first published on theconversation.comIn an era of increasing media fragmentation, you could describe the Super Bowl as the only annual media event where a substantial portion of the U.S. population gathers at the same time to watch the same thing: Over 100 million people tune in, and a good portion says the ads are the main reason they’re watching in the first place.For these reasons, the Super Bowl is the granddaddy of all ad buys.But in recent years, the tradition of millions of people simultaneously sharing the same commercial experience has become more complicated.As I discuss in my new book, advertisers are leveraging new technologies to track our personal habits and target us with individualized advertising. In other words, they want to make sure the ads we see are aligned with our existing tastes and preferences. It’s based on research showing that a “personalized” ad is more likely to stick in our heads and trigger a sale.This sort of thing happens when we receive direct mail based on the type of car we own. It happens in the supermarket checkout lane when our shopper’s loyalty card tells advertisers our purchase histories.It’s happening during the Super Bowl, too. And it may even change the way we see Super Bowl ads in the future.Companies build personal digital profilesJournalists tend to make a sport out of Super Bowl advertising. Like the stock market, the prices of ads get analyzed. Like movie previews, teasers of ads for the big game are distributed and discussed before they air. And just like the game’s biggest plays, the ads get dissected afterward, with advertising experts breaking down which ones worked and which ones didn’t.Others recognize the collective nature of this event by characterizing Super Bowl ads as important reflections of the national spirit. Apple’s famous “1984” ad channeled the Cold War. Other ads notoriously captured the dot-com bubble of the late 1990s. Last year, various commercials were praised and critiqued for their implicit rebukes of the nascent Trump administration.But a Super Bowl ad doesn’t just end when its 30 seconds on TV are up; it creeps into our lives in ways you might not realize.By one estimate, 78 percent of Super Bowl viewers will engage with social media while watching the game. When they do so, they will supply valuable data for hungry marketers. When individual audience members share an ad or make a comment about one on Facebook, Twitter or Instagram – either during the game or after – those posts are tracked and cataloged. They become part of our digital profiles, auctioned off to the highest advertising bidder.Those who are more interested in the party or the game – but are nonetheless using social media – are still providing information that’s valuable to advertisers.Even an innocuous Super Bowl party selfie can be mined for advertising gold. For example, Coca-Cola recently used an image recognition engine to identify people who posted pictures in which they appeared happy or excited with cans or bottles of their competitors. Coca-Cola then targeted these people with ads for their products on 40 mobile sites and apps.So if you’re holding a can of Miller Lite or a bag of Doritos, Budweiser and Pringles might take note.Image recognition engines can determine the preferred brands of users through the photos they post on social media. Mike Mozart, CC BYMining our brains to tailor the ad experiencePerhaps the most startling form of market research going on is the commercial surveillance taking place inside our heads.Because there’s so much money riding on each Super Bowl ad – more than $5 million for each 30-second spot – advertisers want to make sure they resonate. It’s difficult to measure advertising effectiveness, so marketers have turned to brain science for an answer.For over a decade, neuroscientists have been scanning the brains of select Super Bowl viewers to see how they react to the commercials that air. Their studies purport to reveal the narratives and images that best capture the public’s attention in a way that postgame surveys of Super Bowl audiences cannot. This information can then be leveraged to develop more effective Super Bowl ads in the future.Now, however, neuroscience is being used in the service of ad customization. A test conducted during last year’s Super Bowl scanned subjects’ brain activity and tested their responses to different kinds of ads. Researchers adjusted the order of the ads shown during the game to fit each person’s revealed preferences. (The test required viewers to see the game on a 40-minute delay.)Just as the neuroscientists had hoped, strategically altering the ordering of the ads to fit these preferences increased audience attention.The ultimate goal of studies like this is to target viewers with personalized television commercials. Cable providers and television networks are bullish on using new technologies to deliver something called “addressable television,” the process of sending specific TV commercials to individual households.Personalized TV has already been used to target married women with children with ads for an amusement park and international fliers with ads for online travel. But addressable television need not be limited to showcasing particular products. Commercials could be customized to feature either a happy ending or a sad one, depending on who’s watching.If television becomes yet another site of individual targeting – like social media and online browsing – something will be lost. The Super Bowl, the event that seemingly brings the country together once a year, may become yet another media experience that cloisters us in our own digital bubbles. Please enter your comment! Free webinar for job seekers on best interview answers, hosted by Goodwill June 11 Please enter your name here The Anatomy of Fear LEAVE A REPLY Cancel reply You have entered an incorrect email address! Please enter your email address here TAGSsuper bowlthe conversation.com Previous article‘Race and Change’ author coming to Apopka for Black History MonthNext articleWhat experts want you to know about the worst flu season in years Denise Connell RELATED ARTICLESMORE FROM AUTHOR Share on Facebook Tweet on Twitter Save my name, email, and website in this browser for the next time I comment.last_img read more

Wilderness Adventure at Eagle Landing

first_img bikers and burleys zipline lodge cuisine Established in 1990 by the Colonel Gene Nervo, Wilderness Adventure @ Eagle Landing is a year-round outdoor retreat center and summer camp located just outside Roanoke in New Castle, VA. Over the last 20-odd years, the 450 acres of the Wilderness Adventure property has been transformed from a single shack to include 3 spacious cabins (including the lodge), numerous low and high element team-building courses, and dozens of low-impact campsites. Throw in a world famous 900ft. zipline and Wilderness Adventure is the best place to host your next outdoor retreat, to send your kids to summer camp, and to kick those feet up and enjoy the great outdoors.Wilderness Adventure is a business built off the seasons, built off the experiences to be had outdoors, and is a business built from the ground up. During every season that is not the summer, W.A. specializes in hosting large groups with hospitality, professionally led adventure trips, and maintained scenic atmospheres. Whether it is an entire 9th grade class, corporate outings, bachelor parties, LARP groups, (the list goes on), or a handful of weddings, Wilderness Adventure has hosted a variety of groups and tailored their visits per specific requests. With a friendly staff, excellent dining options, and endless adventures to be had, Wilderness Adventure is the next place to bring your students, your employees, and your friends for a visit.Wilderness Adventure was originally built on the Summer Backpacking Program, and although its focus now goes towards group facilitation on the off-season, backpacking is still what they do best.The Summer Youth Program gets kids off the couch, unplugged from the X-Box, and opens the door for a life-time of natural world appreciation. All summer long W.A. sends kids (ages 9-17) for 1 – 2 week backpacking trips throughout the Jefferson National Forest. The campers and the two co-ed leaders live out of their backpacks, set up and break down a new campsite each day, and meet up with trained instructors to partake in every adventure the Blue Ridge Mountains has to offer: mountain biking, canoeing, rock climbing, team building, bear wrestling (just kidding), cooking on camp stoves, hiking, white-water kayaking, daily showering (also kidding), and spending a lot of time outdoors, breathing fresh air, and playing. Truly an experience most children do not forget, and as they grow up, so does their appreciation for the outdoors.Wilderness Adventure offers a lot, a lot more than cam be covered in this post, so why not check out their website for more information: http://www.wilderness-adventure.com/ Let the staff at W.A. help you figure out your next outdoor escapade.For updates, funny pictures, and customer feedback, check out and like the facebook page!Stay Sharp, Be Smart, Shop Local-BDL The lodgelast_img read more

Never tell me the odds: UDAAP strikes back

first_imgby: Suzie HigbeeWe know that a blog post about Unfair, Deceptive, or Abusive Acts or Practices may not be everybody’s idea of good time. But that doesn’t diminish the importance of keeping up to speed on the prohibited practices that could land your institution in hot water. With the recent excitement about the upcoming reboot of the Star Wars franchise, we thought a few familiar film references might help make an overview of the basics of UDAAP go down just a little bit easier.Not so long ago, in a galaxy that is actually pretty close, attention to UDAAP heated up like a summer blockbuster. The prohibition against unfair, deceptive, or abusive acts or practices is considered by many to be an overly broad and impressively vague area of compliance. That can make preparing for UDAAP a challenge, but never fear (because, as you may know, fear is the path to the dark side). And your regulator may find your lack of faith disturbing. Don’t worry; there is a new hope.First of all, it’s critical to remember that the ban against UDAAP doesn’t only apply to financial products and services, but to every activity at your institution. So set your deflector shields to maximum. UDAAP impacts advertising, initial and subsequent disclosures, servicing, collections, credit card disclosures and bills, third-party vendors, employee interactions with consumers, and more. Not to mention that the CFPB is openly soliciting for complaints. Furthermore, UDAAP is increasingly being cited in conjunction with other regulations to “boost” their impact. continue reading » 5SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblrlast_img read more

Graduate Transfers

first_imgA lot of college athletes use their 5th year of eligibility because they were red shirted at least one year at their previous college.  This is why they have a 5th year.  This means they can choose a graduate program at another university and play immediately.  The only requirement the NCAA has is that the school they left did not offer a graduate program that fit the student’s need.What do you think about this rule?  I am still on the fence as far as this goes.  It allows an athlete who developed at a slower rate to get that 4th year of play when his skills and strength are at their highest.  The problem I see with this is that they seem to find a graduate program at a school that happens to need their position and has a very good chance of winning.  It is just another form of recruiting for most of these 5th year grad students.last_img read more