This past Saturday Tropic Survival had the honor of attending the glamorous 91st Annual Miami Beach Chamber Dinner Gala & …
This past Saturday Tropic Survival had the honor of attending the glamorous 91st Annual Miami Beach Chamber Dinner Gala & Silent Auction at the Miami Beach Convention Center. We are proud to have been chosen to create the video tributes for each of the award recipients. It was a privilege to bring their stories to life through their videos, highlighting their many achievements that contribute to the greatness of our community.
The honorees for this year’s gala were: Michael Aller, “Mr. Miami Beach” for the City National Bank Hi-Tides Outstanding Achievement Award, Alberto Carvalho, Miami-Dade County School Board Superintendent for the Distinguished Service Award, Patricia & Phillip Frost, for the Lifetime Achievement Award, and last but certainly not least, Phil Goldfarb … Continue Reading
One of the more exciting perks of working at Tropic Survival is celebrating our birthdays together. Yesterday, we partied in honor of Tropic team members: David Cabana and Brynn Katzen. After filling up on essentially P.F. Chang’s entire menu, everyone in the office (including those who claim to be on the strictest of diets) found room for the best cake EVER, in all of South Florida.
The Concord, known around Tropic Survival as “David’s Cake”, is a scrumptious, chocolatey dream come true..heaven on a plate. Inspired by a dessert he enjoyed at La Toque in L.A., he found the recipe online and had Smadar from our favorite bakery, Cookie Pursonality recreate it. It’s so delicious, Elana has adopted it too!
CometAds was created to help you easily create engaging video content and share it with the right demographic. The beauty of online and social advertising is the ability to target the best customers for your brand, on the micro level.
Now Adap.tv, one of the largest video ad-exchanges, has unveiled a new product that seeks to further help your digital ads find the best eyeballs, using data from Nielsen and comScore. … Continue Reading
Last week, Tropic Survival was teeming with the most adorable children ever to step foot in an advertising agency, thanks to Take Your Child to Work Day. Okay fine, we may be biased, but it was still incredibly fun.
Creative Director of Tropic Survival, Elana Eli encouraged her nieces to take control of the voice over booth and share their talent. Our Senior Editor, Randy Sommers dropped their tracks into one of our favorite spots. It was quickly apparent that great voices run in the family…Looks like Elana may be ousted out of her go-to scratch-track position! … Continue Reading
Here at Tropic Survival, we consider ourselves fortunate to work in a field in which creativity is required. It didn’t take long for us to discover that our artists are not only housed in the Art Department. Case in point, Account Executive and Producer, David Cabana also happens to be an incredibly talented visual artist.
David’s passion for photography and painting began in college. Fortunately for us, he refused to neglect his long-standing artistic abilities…to the point where his work eventually came to cover almost every inch of available wall-space in Casa de Cabana. With the holiday season coming to a close and the space in his home growing scarcer, David decided to create a retrospective photo book to house all of his artwork. … Continue Reading
Woohoo! Tropic Survival is recognized with two 2013 Bronze Telly Awards for our creative.
One Telly in the Furniture/Home Furnishings category for our Thomasville “Reinventions” spot was inspired by our challenge to strike the perfect balance between passion and purpose in design.
The other Telly in the automotive category, is for our Lauderdale BMW “We Share Your Passion” spot. Our challenge was to inject new interest in a recognizable brand at the local level.
Take a look at our award winning spots below!
Wilson Phillips’ memorable performance in Judd Apatow’s hilarious comedy, “Bridesmaids”, was the perfect catalyst to the band’s recent comeback. After releasing three number-one hit singles in 1990 the band split to focus on their solo careers…and then fell off the radar. Since their hiatus, the only place you could request Wilson Phillips anthems like “Hold On” was in karaoke bars or iTunes. That is, until their brilliantly timed cameo performance in “Bridesmaids”.
Their appearance in the super successful film proved to be a strategic marketing move resulting in a 620 percent increase in downloads….just in time for the release of their fourth album, Dedicated.
Video-ad marketplaces continue to grow, both in size in and credibility. Case in point, Adap.tv, a California-based start-up founded in 2007, just snared Yahoo’s former CFO Tim Morse as its first ever Chief Financial Officer.
Advertisers can use Adap.tv, the largest video ad exchange, to purchase video ad space on websites like VEVO and Morse’s former employer Yahoo. The ads are typically 15-30 second pre-roll spots that show up before a user watches a video online. Like other ad marketplaces, Adap.TV makes its money by taking a 20 to 30% cut of each transaction it brokers. (they are an exchange…very different model than an ad network (BrightRoll, TubeMogul, Tremor, which is the typical 20-30%).
Adapt.tv says it took in almost $100 million in revenue in 2012, more than doubling its 2011 revenue of $33.4 million. It added over 200 new customers last year, including companies like Horizon Media and VEVO, who recently launched a private exchange powered by Adap.tv.
“No other company has wired more of the world’s largest agencies, brands and publishers together,” Morse said after joining the start-up.
The site is competing with giants like Google, who reported in 2012 that the number of video-ad buyers and sellers on its ad exchange increased by over 200% every month. According to eMarketer, advertisers plunked down almost $3 billion for online-video ads last year.
Morse thinks marketplaces like his are seizing on online video’s top two trends, “the merging of traditional TV with digital and the rise of programmatic advertising technology.”
YouTube, which is owned by Google, is still the top seller of video ad space, but it sells directly to advertisers rather than as a network or exchange.
The marketplace is becoming increasingly crowded, with Adapt.TV and BrightRoll looking to pool as many buyers and sellers together as possible. Other companies, such as CometAds, offer platforms for businesses, organizations, and brands to gain a much more engaging online presence by enabling everything from DIY to full service video ad production, access to top tier ad networks, such as Tremor, Adap.tv, and Genesis Media, as well as full campaign management and tracking for a fraction of the cost of traditional video ad production.
According to comScore, Adap.tv served about 1 billion videos in October, putting it behind BrightRoll (1.8 billion videos served), Google (1.75 billion), Hulu (1.5 billion), and LiveRail.com (1.2 billion).
comScore reports Americans watched almost 11 billion video ads last October.
If you’ve used the ad-supported version of Spotify, the popular music streaming service, you’ve probably noticed the ad content is seamlessly integrated into your playlists. One such example is a Gillette ad starring OutKast rapper André 3000 where he asks you to listen to “André 3000’s Style Soundtrack,” which includes his commentary about “songs that talk about style,” with some sly references to getting you to shave stylishly.(Pretty clever no?)
These ads are rather specific to the publisher and have a limited context, but also don’t require Gillette to produce much actual content. By tying brand and content together, Gillette could reach a captive audience who was already actively engaged.
That is a technique most video marketers don’t usually try. We can speak from experience. As an Agency that creates ad campaigns for “all screens.” Sometimes it simply makes more sense to repurpose existing creative or produce full-length content. Budget is often the biggest threshold issue.
But that doesn’t mean integrated advertising doesn’t have its place in the video world. Digital video produced at scale can be effective. Consumers’ behaviors are changing, and are becoming more receptive to branded content online. For some, the key may be to produce actual content, not more ads.
Now there are more cost effective opportunities for marketers who don’t have the resources to create unique content. A company could also sponsor existing videos and brand them.Integrated ads could also involve using mid-rolls with the same context as the video.
If you caught the People’s Choice Awards, which were produced by P&G Productions, then you probably caught ads that include the singers and hosts. Again, using this strategy provides a tie-in to the content that the audience was already enjoying.
Marketers today have to find and follow online audiences who are watching across millions of cellphones, computers, and mobile devices. By using integrated advertising, advertisers can focus on familiar formats and themes.
Digital is such a rich and wonderful medium. Where else can you behaviorally target and contextually serve ads that are relevant, engaging and enrich the viewer experience?
Check out CometAds, the patent pending online video platform and the secret weapon we use here at Tropic Survival to accomplish just that. Fun Fact: CometAds shares space with Spotify and other tech startups in San Fransisco, CA. Small world.
- Aggregators extend their dominance in the video ad market
Networks and exchanges continued their growth in 2012, and now make up 67% of the top 20 video companies by volume. On the other hand premium and niche publishers saw their legacy CPMs slip. But Sarcedoti points to YouTube as the big winner in 2012 because of the success of its TrueView unit, which garnered over $1 billion in revenue.
- Real-time bidding in video advertising becomes commonplace
Companies that engaged in real time bidding grew at 100%+ in 2012, while those who did not grew slower than the market (less than 40%). Sarcedoti calls RTB the most important trend in digital advertising.
Mobile video ad inventory grew beyond most estimates, peaking at nearly 50% of global video ad inventory, according to BrightRoll data, but did not match the size on online video ad inventory due to low fill rates. However with the growth of tablets like the Kindle Fire and the latest iPad, Sarcedoti still feels that mobile video will eventually dominate the landscape.
- Audience measurement will become a hot-button industry issue
Audience measurement, such as Nielsen’s Online Campaign Ratings CR, are becoming the hot topic among industry insiders, according to Sarcedoti, because they offer in-target delivery on a guaranteed, or at least currency, basis.
So what does BrightRoll’s CEO see as the new trends for 2013?
- Single-platform solutions.
Brands are becoming increasingly frustrated with adding multiple vendors to their budgets, so they are turning toward platform solutions, such as CometAds, which offer a single point of contact, an expansive inventory and advanced targeting/optimization capabilities.
- More video ad exchanges.
Most of the Internet giants, Google, Facebook, Yahoo, Microsoft, AOL and Amazon all now have ad exchanges, yet only Google already offers video on its exchanges. So Sarcedoti believes most major digital media companies will either build or buy programmatic video ad offerings in 2013.
- 3rd-audience measurement becomes a currency.
More advertisers are asking for audience measurement from Nielsen and comScore with expectations for in-target delivery, but 2013 will be year when a sizeable chunk of campaigns will be delivered with a guarantee, which will require money back or make-goods in the case of under delivery.
Do you have an online video strategy for 2013? Make Tropic Survival your ‘go to’ online marketing resolution for 2013.