Monthly Archives: June 2016

Sadly, El Nino didn’t save us.

It all sounded so hopeful. Last autumn all the talk was about the “Godzilla of El Ninos,” forming in the Pacific Ocean and preparing to bring all of us in the western U.S. a winter positively brimming with wet, wonderful precipitation. Rain in the valleys, snow in the mountains and water everywhere the eye could see.

Meteorologists and climatologists were lining up to tell us that the models they were working on portended an El Nino unlike any we had seen since the record winter of 1997-98. States including California, Nevada, Arizona, Utah and Colorado that had been suffering under the jackboot of the worst drought any of us had experienced for more than a decade would finally see some relief.

It was going to be glorious.

Except, it wasn’t. In June, as we look back on the El Nino winter of 2015-16, it seems that Godzilla underachieved. Granted, the news wasn’t all bad. The Pacific Northwest had a very wet year. But that’s Washington and Oregon. Their situation isn’t nearly as dire as ours. Closer to home, rainfall in Northern California actually had what has been described as “near normal” rainfall during the season. The nature of the drought is such that a year of “near normal” is now considered cause for celebration. But, many of Northern California’s reservoirs did receive a nice jolt of new water. And that’s a very good thing.

But things were much less rosy elsewhere. The snowpack in California’s mountains was still 14% below normal for the year. Even more disappointing, the seasonal rainfall in Los Angeles was 6.59 inches. Normal for the area is 13.54 inches.

Things were no better – and no wetter – in Arizona. Arizona’s mountains recorded a less-than-normal snowpack for the sixth consecutive year, even after a very promising start to the season. Nevada had a year very much like California’s. Not bad in the mountains and lakes of Northern Nevada. But in Southern Nevada – well, it never rains or snows very much in Southern Nevada anyway.

Which brings us to the Rocky Mountains of Colorado – where the winter snowpack determines how much water will flow down the Colorado River into Lake Mead and ultimately to the millions of homes, businesses and farms in California, Nevada, Arizona, Utah – even Mexico – that depend on it as their primary source.

Again, we are forced to wonder what might have been. As in Arizona and California, the year in the Rockies got off to a very promising start. But in the months after that… more disappointments. When all was said and done, the snowpack fell 20% short of what is considered normal. Even worse, a warm March caused much of the snowpack to melt too quickly and too early to really make a difference in the downstream reservoirs like Lake Powell and Lake Mead. Granted, the region did have a very cool and wet month of May, but by then, the damage to the snowpack had been done.

Lake Mead 3[5]

Put simply, Big Daddy Drought had slapped El Nino on the butt.

There is no greater evidence of that than in the declining reserves in Lake Mead. In May of 2016, the level of the lake was measured at 1074 feet, the lowest since Hoover Dam had been completed. That level is expected to go down another five feet by the end of June. On a more optimistic note, due to some late season runoff and some extra stores that will be allowed to flow into the lake by the U.S. Bureau of Reclamation, it is anticipated that its level will measure 1078 feet by year’s end. That’s an important number, because it the lake measures at 1075 or less at the end of this year, it will trigger new – and harsher – restrictions on its use by all of us who depend on it for water. Cross your fingers now.

Lake Mead 1[8]

So, El Nino didn’t save us. What now?   We have to continue to save ourselves. Water authorities and purveyors throughout the region need to continue to fight the good fight. Research has always shown that people in a drought-stricken area are enthusiastic to jump in and be part of the solution. They just need to know what to do, and trust that all of their neighbors are also contributing. If the drought has taught us nothing else, it has instilled in everyone in the region an awareness of the problem and a mindset to aid in the solution. Water smart habits were slowly but surely being formed. It’s vital that we keep that momentum going.

Our client, the Southern Nevada Water Authority (SNWA) is about to introduce an aggressive new water-saving program this summer, while continuing the other sustainable water management programs we have established over the past two decades that have resulted in some astounding savings. But we in Southern Nevada are old hands at drought, and the SNWA is viewed internationally as a leader in water conservation programs and marketing.

The key is that people, businesses and governments in all of the areas that depend on water that we all hope nature will deliver adopt a similar mindset and attitude, proactively changing behavior to conform to a reality that we’re ultimately going to have to save ourselves.

Because now we know one thing for sure – El Nino isn’t coming to the rescue anytime soon.

Reflections in the Aftermath of Orlando Shooting (and Lessons Learned for LGBT Marketers)

In honor of the lives lost in Orlando this weekend, I wanted to open my LGBT blog post with a small tribute to the horrible tragedy that has impacted all of our lives. I’m sure many of you woke up on Sunday morning as I did to the tragic news coming from Orlando. Each Sunday, our kids wander into our room and we go eat breakfast and plan for the day ahead. Well, that happened yesterday too, but Hudson and Sawyer witnessed their dads paralyzed to the TV with tears streaming down their eyes. What do you tell your 2- and 5-year-olds about a senseless tragedy and about death? I didn’t know exactly what to say and I don’t think I ever will, but I will always think of the Orlando club owner when I think of my kids moving forward. She had named the club “Pulse” as it reminded her of her brother’s heartbeat, whom she lost to AIDS years ago. I will always think of my kids’ heartbeat, and also the heartbeats of the 49 victims, each and every day of my life here on earth. My heart goes out to all of the families affected by this senseless act.

Growing up in Mississippi, I was always raised with a value system to love, care for, give back and be respectful. I’ve always looked for similar shared values in the companies and clients I’ve worked for, and being a part of R&R Partners now for 10 years has been a perfect match for me. At the core, R&R is empathetic − we embed with our clients, helping them through whatever situation they are going through. R&R also puts our employees and their families at the forefront of everything we do, as we know it’s our employees who help deliver the results for our clients at the end of the day.

As an advertising executive and gay man, I carry those ingrained values that my family instilled in me throughout my personal and professional life. Recently, my partner and I served as plaintiffs in the successful Nevada marriage equality lawsuit. I was so grateful that R&R supported this endeavor that was so very important to millions of LGBT individuals throughout the world.

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The high of the Supreme Court’s decision on the marriage equality victory was recently overshadowed by the ridiculously bigoted rollback of anti-discrimination laws in North Carolina and my home state of Mississippi. I was appalled by the governors in these Southern states and how they’d allow for discrimination to not only affect the lives of many of their residents, but also the economics of their state. These states are losing millions, if not billions, of dollars in tourism dollars. There’s a great website that is tracking artists, from Bruce Springsteen to Cirque du Soleil, who are boycotting these states to stand up against their bigoted leaders. While I hate it for Mississippi, I love it in the respect to standing up for what’s right, and I’m in hopes that these biased laws are overturned in short-order.

The Mississippi discrimination law situation reignited my upbringing and also my desire to work for and with companies who are diverse, respectful and welcoming. It makes me proud to work for a phenomenal, independent advertising and marketing firm that has not only created the path for LGBT visitors to enjoy Las Vegas and our resort properties, no matter who you are, but also has helped fight for equal human rights in the Nevada legislature to pass hospital visitation rights, anti-bullying laws, transgender rights and marriage equality, among other corporate social responsibility initiatives.

AdAge recently published an article with “musts” for those clients marketing to the LGBT community. I’m proud to say R&R Partners has been living and breathing these musts since their existence began 42 years ago, helping lead the way for people like me to be a successful (gay) executive in today’s society, despite the setbacks a few are making us work through.

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Fletcher Whitwell is senior vice president at R&R Partners, overseeing multiple offices across the U.S. He is a devoted husband and father of two adopted children. He serves his community on many boards, including Human Rights Campaign, SampleDance, Spread the Word Nevada and Worldwide Partners.

 

TubeMogul University and the Future of Digital Media Planning/ Buying

There is no doubt that the digital media landscape is constantly evolving. Consumer media consumption habits are becoming more and more fragmented (see image below) and to consistently deliver fresh digital media strategies, media planners and buyers must constantly learn new tactics and follow digital trends in the trades.

It is especially important for agencies like us to stay ahead of the digital game since brands now have more options for buying media; some brands are bringing these efforts in-house. Digital media companies are making the planning and buying process easier, challenging media agencies to stay relevant since the process is becoming more and more automated. This automated planning and buying process is called “programmatic” (fancy digital lingo). Programmatic is the newest buzzword being thrown around these days, and should not be taken lightly. Data and technology are becoming so sophisticated, yet so simple to implement into our marketing strategies, and will continue to be the centerpiece of any quality media approach.

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Enter TubeMogul. Considered one of the leaders in the “programmatic” space, Tube(mogul) has made a name for itself by investing heavily in data and technology. Tube has successfully created a marketing platform with tools that simplify the planning and buying process. As our clients continue to expect more polished digital campaigns and transparency with their buys (as they should), we now need to find efficiencies in time-management as well as pricing. Problem: the digital media process is calling for more time and effort, requiring more emphasis on research, strategy, ad trafficking, execution, reporting, optimization, more reporting, and finally recapping it all to try and make sense of what the heck just happened. To say the digital planning/buying process needs to be streamlined is an understatement.

Along with my colleague, Kris Cichoski, I recently attended a conference hosted by Tube called TubeMogul University, or as we ended up referring to it, TubeU. The conference took place at Lake Tahoe’s beautiful Hyatt Hotel and included some of the top media folks from agencies and brands across the country. TubeU touched on the most relevant topics being discussed in today’s digital media conversations. Of course, they used this time to showcase their DSP (Demand Side Platform) and marketing tools designed to help make our lives easier, and campaigns more successful – a goal each and every one of us should prioritize. There was plenty to digest during TubeU (including some awesome meals on the beach, accompanied by an overzealous fireworks show to close out the event), so we are recapping the most relevant and key learnings from the conference.

Mobile

It’s the year of mobile. Or was that last year? Mobile is getting bigger by the year so it’s only natural for it to continuously be the topic of conversation. In 2015, mobile surpassed desktop and became the #2 mode of media consumption after TV. As much as our industry is fascinated by mobile usage, there is still a huge gap in time spent on mobile vs. ad spend on mobile. Total internet ad spend in 2015 was $50 billion but mobile ad spend only contributed 25% of that. So how do you find your audience on mobile and where should you increase your mobile ad dollars?

How to find your audience:

  • Match desktop cookies to mobile device IDs and retarget users across multiple devices
  • Apply user registration/email data to do look-alike targeting off current customers
  • Utilize 1st party data from partners with registration info
  • Use partners with software development kits (SDKS) implemented across a network of apps to track user engage/behaviors on their mobile devices
  • Reach users who have been or are currently at a specific geo-location or those who visit multiple locations identifying them as your target audience

Where to spend your mobile money: In-App

  • Social
  • Gaming
  • Music/Audio
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ROI & Attribution

Attribution is one of those new buzzwords many marketers are still trying to wrap their head around. In a nutshell, attribution is a methodology we use to better understand how our media is working relative to a specific objective such as an online purchase. It helps paint a clearer picture, giving credit to media partners that are playing a key role in a customer’s path to purchase (or established KPI/objective). For instance, a pre-roll video may be responsible for introducing a prospective customer to a brand, while that same person may end up purchasing your product after being exposed to a display banner. Prior to attribution modeling, media analysts would give that credit to the display banner, not acknowledging the fact that pre-roll may have played a vital role in creating intent to purchase.

Why is this important? Attribution can be used to help us understand the most ideal media mix and strategy, giving us a better chance for driving positive ROI. Now whether that ROI is truly measurable is another discussion; that is why it is so important to be on the same page with our clients with regards to definitive success metrics and KPIs.

TubeMogul CEO Brett Wilson said it plain and simple:

Correlation does NOT = Causation

Attribution should not just be placing a cookie on a user that was going to convert anyway. But how do we avoid reaching and paying for impressions against people who are going to purchase our product regardless of seeing our advertisement? Answer: TEST, TEST, TEST. There are many different types of tests we can apply to find efficiencies. One in particular that we found interesting was a placebo test. A case study was presented showing the results of a brand running fake/placebo ads (creative that had nothing to do with their brand) in conjunction with actual creative against similar audiences. The results showed many conversions coming from people that ONLY saw the placebo ad! This may raise more questions than answers, but ultimately, what this is telling us is that we need to be more cognizant of our audiences and frequency, and ACTUALLY APPLY learnings from insights we gain from reporting. If we do this, ROI should increase, making us and our clients all happy people.

Win-Win Situation

There are a growing number of things we must now think about if we want to remain a digital-forward agency. That is why we are now in deep discussions with Tube and other programmatic platforms about bringing their tools in-house. Solution: this will help us not only streamline the whole process (win), but leverage more efficient media rates (win). Not to mention, having a DSP in-house will certainly help us in new business pitches #WINNING. This would cut out the middle-man, and give us the option to NOT have to RFP 10 media partners who do the exact same thing (ultimate win!) Overall, TubeU was an eye-opening experience, giving us a glance into the future of digital media planning, and how it is finally growing up. Needless to say, it was a breath of fresh (Lake Tahoe) air…pun intended.

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