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Armed speed of the market Peter table joins us right -- he's seal -- metrics from Mountain View California.
A lot of people from Mountain View California only involved -- but we and all the shoot people up and on or get it for some reason I Peter how -- you.
Good morning I'm great.
The World Cup and we were talking salaam -- -- from -- -- is about the exit of Italy earlier today that's the big news.
How would you think it is for marketers.
Is that more important to have the power houses Italy Germany.
In the semi finals for example or to have countries that usually aren't there from a marketing perspective.
I think your previous guests said it right -- -- I think it's all about excitement and sometimes the unknown creates a bit more of a drop.
The World Cup has just turned in -- such an incredible global event -- incredible global media event -- and I think.
As long as you have that mixture of you know some surprising Cinderella teams and some powerhouse teams I think the ratings should -- -- -- Still yes -- -- be glad yeah actually advertise.
During the World Cup game because there's no commercials.
So are you getting the bang for your buck if -- paid -- if you're an appetizer paying first time because who knows where it goes.
You know that that's really interest you when you think of an NFL game and how many commercial breaks the right it's almost unnerve you watch World Cup because there's no commercial breaks.
But I do think that makes -- spots more impact falling and our company really measures the creative impact inning when you have fewer spots.
The impact of that creative is all that much more important.
And that's -- really seen here this kind of global creative content that's kind of coming in these spots.
Here is it more difficult for the agencies to really present something compelling to their clients the McDonald's of the world the Budweiser is the Coca Cola's.
Because you can't just give them a 62 spot or thirty expects second spot you have to come up with something -- grab people's attention whether it's in stadium signage is something.
-- I I think I think they're doing a really good job in fact you know our data shows that some of the creative impact of the commercials -- they've been running the standard -- or -- or sometimes even longer.
Are even better than the Super Bowl spots from a creative point of -- so these spots are really doing well they've got -- watch ability which means consumers really want to watch the out all the way through.
And they're very persuasive and so.
The other thing is -- brands can leverage -- commercial spots not just in the US slick Super Bowl -- -- all over the world.
And and really leveraged the production dollars that there's.
How -- are the ancillary things.
Unlike you see this the the banners that run across the stadiums are at field level there are the the barricades if you will on the sides of the fields that.
You see all game long I mean obviously that that's -- big the plays a much bigger role in the World Cup than probably any other sporting event.
You know you think about it's like any sporting event these days do you think is the Olympic NHL -- you know any of these games of this constant signed -- all over the place World Cup this is just the same.
-- very difficult to measure the impacts of that persistent signage but certainly.
Having that message that brand name -- that visual that that logo kind of drilled into your head for ninety minutes is probably pretty impeccable.
To Peter who's doing it right so far would add that are jumping out at you.
Once we really like our -- really scored particularly high where the electronics companies Sony and Samsung.
They had a really good creative blend of showing very cool televisions mostly 3-D sets.
But -- really cool thing about the -- -- did well on the World Cup where the ones that blended.
Something about the World Cup itself into the content of the commercial into the creative itself.
-- did dad Budweiser did.
The Nike and ideas obviously did that the ones that really were able to do that really scored higher than typical but the ones that blew it -- really Samsung and Sony.
Yet the other thing to -- the companies that make the most sense for the World Cup is different from the Super Bowl.
Even Wimbledon -- the NHL finals and you're really dealing with a global presence.
-- makes the most sense -- Have a product that appeals to Americans south Americans Europeans Africans right.
You got it you got it and as most of these big brands are turning global and so even Budweiser.
Which you would think is an American brand is actually clearly had a global brand dislike Hogan and Nike and -- -- -- So it's a perfect stage is actually you when you think about it it's actually might be a better stage in the future because it's one type of advertising that you can do all over the place.
And -- one kind of massive.
-- pressure's on them.
You know the last -- the world we -- we had a World Cup we didn't have this explosion.
Of technology like we do today.
Howard he's come he's taken advantage of the web and web based advertising and things like that you know am I getting it's it's up to my -- -- -- -- Stuck to my phone about the gains in things like that.
The technology is exploding but I think I think what's really interest -- is kind of what's old is new again in the real power of reaching massive audiences.
At one time is really through television and we've also seen the spots like long versions of the commercials running on line we've tested those.
They do very well as it -- you know on the around but but it's this massive reach it -- -- single point in time that that people are kind of coming back you.
The -- and asked about that because.
As that the great job -- -- this World Cup and previous World Cup's of creating these three minute long.
Ethics at that people want to watch later I mean I was watching moment Eric Hanson -- it was that long since retired.
That Nike put together at maybe two World Cup's or go online so is that something we're gonna see more of maybe.
I don't know -- too expensive to do during the suitable but in some other major events where we see these long one spots.
That they know are going to be run online and people gonna wanna go you -- to see a later date.
You know you're exactly right in the fact that there -- 62 that they ran and the World Cup there are still running.
Is really just -- condensed version of that.
The three minute version is actually tells the story I think a little better -- scored slightly higher.
I think that's a perfect vehicle for this I mean there's no.
No more a motive way of connecting with the consumer than than engaging and well produced highly creative ads.
And and the ability to run them especially if they're a little bit longer or you have a long version that runs on the on the web and you direct people from your your 32 spot to a longer version on the what I think this is a perfect form you know extension of the media.
You know one of the things you were quoted as saying is that the World Cup that's outperforming the Super Bowl ads how do you how do you even.
Tell -- something like that.
There's two ways to evaluate advertising there's there's two pieces really want is the size of the audience that it reaches but the with what is what.
We measures how impact -- was that creative that they really lead them and that's where there -- scoring.
That's right back to the point where.
If you look at the Samsung -- as an example it's all about world soccer it's all about.
You know the 3-D experience but they're bringing that's you know World Cup content into the commercial itself.
We think that the super ball you had to read shows you had you know GoDaddy you had monster.
-- very entertaining usually kind of it.
Edgy type advertising but really not about the content of the Super Bowl and -- I think what the World Cup the showed us that you can leverage and bring the excitement of that world event into the actual creative of the commercial.
And that's why -- -- scoring.
That the real quick what about all money wise is royal couple and comes around once every four years if you're cutting back on advertising -- -- cut back on this event you cut back on others.
Have we seen that money grow from nineteen from 2006 rather hasn't taken it did.
-- -- -- All the spending is up I think and all of these events if you look at -- over years or so that's part of advertisers -- smarter and realizing coming back to kind of TV medium.
You know it's a little more difficult to to compare will cut the Super Bowl because you have these early morning games you've games at all times.
I think the key is that these -- can be re purposely not just run during the World Cup events they're kicked off their but then they re purpose them in primetime and other.
Other time slots and -- get the maximum impact of the while the World Cup is over that you know three week period.
Here thanks so mature beyond us I know we can continue to talk about this all afternoon actually really into some parents who.
Do you stay above CEO of its metrics out and -- you --
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