Things You Need to Know: World Cup, Ad Tracking + More

Ben
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Fourth of July weekend may have created an informational black hole in your life — it’s easy to get out of touch with ad industry info when you’re living the SBF (Sun, Beer, Fireworks) lifestyle. This long weekend felt like a country music song.

Five things you need to know (July 7 – July 11 version)

1.) There are four teams left in the World Cup. An estimated $520 billion was spent on advertising for the 2014 World Cup, and the end of the tournament will also mean the conclusion to some of the best athletic ad campaigns we’ve seen in a while.

The final four football squads are host Brazil — minus burgeoning international superstar / pitchman Neymar, who literally broke his back against Columbia — and its opponent, Germany, as well as The Netherlands and Argentina (powered by Nike’s Lionel Messi, probably the best-known foreign footballer in the United States).

Brazil and Germany play Tuesday at 4 p.m., while The Netherlands and Argentina face off on Wednesday. The championship match is slated for Sunday at 3 p.m. Given the ratings for the tournament, however, you already knew this.

2.) Nielsen is beta-testing an incredibly granular brand-tracking tool. From Ad Week:

 Ever wondered whether that ad you worked so hard on actually convinced somebody to buy your product? Now Nielsen can tell you, down to the individual ad buy.
The ROI-centric approach has been a major point of contention among marketers who are tired of buying age and sex blindly or trying to cook up data acquired from third parties; now, thanks to partnerships with Acxiom, Experian and of course Nielsen’s ROI-data joint venture Nielsen-Catalina, Nielsen can cross-reference transaction records with viewer habits (all white-listed, of course) and tell you what’s working with your digital strategy.

Nielsen’s newest product is going by the slightly unwieldy title multi-touch attribution, or MTA, but what it can do with marketing and purchaser data is the realization of longtime ambitions both in the measurement space and among clients and buyers.

It’s not perfect — John Lewis of Nielsen is quoted as saying that “…we’re in the front edge of this business,” while noting that light is starting to shine on once hard-to-track advertising categories like television. “It’s not so opaque anymore,” Lewis said. “It’s not a trust-me kind of thing; it a test-and-learn mentality on the client side.”

3.) Americans like to drink. The average American will drink the equivalent of 253 cans of beer, 162 shots of liquor and 83 glasses of wine in 2014, the Wall Street Journal reported on Monday. The average American clearly does not work at an ad agency.

Wall Street Journal infographic on alcohol consumption

The study from Euromonitor International claims that Americans are drinking less beer but more wine and booze. Considering that brewers spent over $1 billion on TV advertising alone in 2012, these fluctuations can have a major impact on the ad world.

4.) What’s at the top?  The top movie last week Transformers 4: Age of Extinction, which brought in $36.4 million. Not great, as many outlets are reporting. The top song of the week is “Fancy” by Iggy Azalea with Charlie XCX, which feels like it has been out forever. The top YouTube video at the moment is “Kids React to Game Boy,” which basically shows present-day youngsters trying to figure out what an old-school Nintendo Game Boy is all about. This hilarious video has 1.3 million views. In other news, we will never reclaim our lost youth. Sigh.

5.) Border Patrol says “Stay Home.” To wrap this up on a somber note, the U.S. Border Patrol has unveiled a new billboard and video campaign in Central American countries that essentially tells families to stop encouraging their children to illegally immigrate.

U.S. Border patrol poster

Daily Beast reports:

In one 60-second video, which will be aired on television in Honduras, a young man is seen writing a letter to his uncle in the United States, notifying him that he is planning to cross the border. After hugging his mother goodbye, the young man is seen lying dead in the desert.

Good Lord.

Have a great week, everyone.

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