Boxing To Make KFC Yum! Center Debut In April

KFC boxingBoxing legend Evander Holyfield is participating in the Jose Sulaiman World Invitational Tournament at the Yum Center April 27, 2018.

Evander Holyfield’s “Real Deal Boxing” aims to bring professional boxing back to Louisville. Three “Real Deal” boxers, Carlos Dixon, Trevis Burgos, and Alycia Baumgarner, explain what to expect at the Jose Sulaiman World Invitational Tournament. The Jose Sulaiman

World Invitational Tournament is scheduled for Friday, April 27, 2018 at the KFC Yum! Center. The first bout starts at 7:00 PM. For group ticket sales or event sponsorship opportunities contact Crosshair Media Placement at (502)216-8537.


Top Digital Advertising Trends

Augmented Reality

This year advertisers and brands revealed the real power of AR. Unlike VR, the augmented reality integrates a new digital information on top of habitual users environment without inventing something completely new. Thus, it helps to forecast your purchases and take the right decisions. People embrace augmented reality to figure out if fancy chairs from IKEA blend in their living rooms or if a party outfit won’t be a mess. Find the way to talk to your users through AR and show how your product will complement their lives.

Data driven personalized ad campaigns are becoming increasingly important. Reaching out users with right messages in the right time and place along with a tailored approach will be crucial for advertisers. Companies and platforms with high-powered functionality maintaining hyper-targeted ad campaigns are going to lead digital marketing in 2019.


The fact that emotions and heartbreaking stories sell is not revolutionary. This year thought-provoking ads devoted to politics, gender and harassment became nothing less than a self-assertive voice of society. We expect advertisement containing important social messages will capture bigger market share in 2019.

Among other upcoming trends marketers emphasize multi-channel advertising, social media ads, voice recognition marketing, blockchain, sponsored content and virtual reality (yet again). Some of them are more likely to trigger digital revolution, while the others will no longer be industry buzzwords and turn into essential part of a new reality.
What is clear, advertising business should remain user-conscious, meaningful and touching.


FANG will dominate new TV revenue in 2018

In the US, just four companies – Facebook, Amazon, Netflix, and Google – will harvest up to two-thirds of all new TV and video revenue in 2018. Their gains will be due partly to the saturation of traditional TV in the country, but also to their growing domination of the OTT video market. Amazon and Netflix will take 69 percent of OTT subscription revenue, while Google and Facebook will corner 45 percent of OTT in-stream video advertising (also known as advertising-funded video on demand) spend, claims Ovum.

Amazon will overtake Netflix to generate more OTT video revenue in 2018 thanks to its “growing array of ways to pay for video.” Amazon’s combination of subscriptions, digital rentals, electronic sell-through and bundles of TV apps will see it generate US $5.8 billion in video-related revenue next year. It forecasts Netflix will generate $5.3 billion in revenue through its subscription-only model.

Netflix still won’t have a majority of OTT video subscribers in at least 19 countries by the end of 2018, with local providers to hold the top spot in various markets – such as Ipla in Poland, Showmax in South Africa and Iflix in Indonesia.

Possibly adding another A to FANG, Apple will finally launch a new premium OTT service, initially in the US, as its share of US online video revenues via iTunes sales declines to less than 4 percent in 2018. Facebook’s ad-supported Watch video platform to go international next year, but to have “minimal” global impact.

OTT TV Everywhere is being monitored by our team for local markets and will certainly be part of media usage for our clients moving forward. For some, as early as April. For others, we will make recommendations to reallocate certain media spending by September 2018. More details to follow.

Which marketing trend will be most important in 2018?

We have asked this question over the past few years and it’s been really interesting to see what ‘rocks your digital world’ since there are some common themes amongst the top 3 and some activities surprisingly low. The question we asked was around the most important commercial trends. We had around 850 votes from marketers in different types of business from around the world. Thank you if you voted! Here’s what you thought:

2018 market impact

By asking for just one technique from many, this helps show the top 3, 5 or 10 top-level trends. There are a clear top three techniques, each over 10%, but with a long tail of many other techniques showing the potential for optimizing different areas of digital marketing. Let’s take a look at the top three…

It’s no surprise to see content marketing ‘top of the pile’ since this has been in the top three for each of the years we have run this poll. We see content marketing as the ‘engagement’ fuel that powers all digital communications from search to social to email marketing to creating website experiences which convert. Our content marketing toolkit is popular since members want to learn a more planned approach to mapping content against personas across the customer journey.

More of a surprise is that Big Data is in second position. I think this is because marketers are aware of the potential of using data as what we call ‘actionable insight’. To help the decision on which technique to choose, we expanded upon the short labels you see in some polls to help scope the response more carefully. ‘Big Data’ is a nebulous term, but when we expanded the definition to include insight and predictive analytics, it shows the value of the specific marketing techniques for Big Data and this help explains why this is in position number two.

In third position is Artificial Intelligence and Machine Learning. Artificial Intelligence is not going away and will soon be a “norm” in all business marketing tools. Next month we will focus an entire article on Artificial Intelligence and how we are using it for many of our clients.

(Article courtesy of Smart Insights)

February Crosshair Client News

Learn About Ellis & Badenhausen Orthopaedics

Ellis & Badenhausen Orthopaedics, PSC is dedicated to providing the Louisville community with the highest quality of orthopaedic service. They will ensure that patient care remains the focus of their medical practice by maintaining an experienced staff and by keeping on the forefront of medical technology and research. They believe there are three key components which are essential to providing the highest quality care.

Their Mission

Ellis & Badenhausen Orthopaedics, PSC is dedicated to providing the Louisville community with the highest quality of orthopaedic service. They will ensure that patient care remains the focus of their medical practice by maintaining an experienced staff and by keeping on the forefront of medical technology and research. They believe there are three key components which are essential to providing the highest quality care.

Value Their Patients

They value their patients as the foundation of their medical practice. The relationship between a physician and a patient is based on trust. They value the trust their patients place in us and base their care on several key concepts to strengthen this relationship: respect, communication, caring, compassion and education.

Value Their Staff

They recognize the influence each one of their staff members has on providing the highest quality care. Their goal is to educate, develop, value and reward each one of their staff members in order to optimize patient care.

Maximize Education

They understand the need to remain at the forefront of medical technology by participating in continuing education endeavors and maintaining a state of the art medical facility. Through technological advancements they can enhance patient care from onset of injury to full rehabilitation.

Visit their website for more information.



For the past 20 years, I’ve worked with political candidates, political consultants and other media buying agencies on strategically placing media campaigns for elections. Our track record for getting candidates elected exceeds 90%. What does this mean to YOUR business? Below are a few things you and your team can learn from political campaigns.

politicsI’d like to think there could be some absurd situation in which it’s possible that you don’t know it’s a big election year here in the US. But since even the fire breathing dragons, mer-people, and cave dwellers seem to have a political affiliation (if not an agenda), it seems pretty likely that you’ve noticed.

There are some important content marketing lessons to learn from political campaigns. The candidates are, after all, marketing themselves. So how do those strategies translate?

#1: Don’t flip-flop. Take a firm stance.

This is an example of what not to do. There are countless politicians who have been accused of flip-flopping, or changing positions for personal gain. You would be wise to avoid such tactics in your content marketing efforts.

Controversy can be an excellent addition to your content strategy. Unfortunately, it’s not always planned to be that way. It’s a traffic booster because it gets people talking, but it can also bring the pressure to “take it back” or tone it down from those who disagree with your position.

Understand that you can’t play to both sides and you’ll never please everyone. If there comes a time when your company needs to publicly take a position, be firm in it. Make that position clear in everything from your Facebook and Twitter updates to your blog posts.

While not everyone will agree with you, people are a lot more receptive to transparency than they are to secrecy and deception. Consider this when developing your content strategy, and use your content as a vehicle to achieve said transparency.

Bonus: As an added piece of related advice, when your position differs from your competitors’, avoid the smear campaigns. Sure, it might be amusing for people to watch as you exchange insults (masked or otherwise) via blog posts and social media content, but it’s not the way to be taken seriously as a business. Avoid going for the eyes and be respectful and professional, instead.

#2: Pick and choose your negative campaigns.

Negative marketing campaigns are everywhere these days, and political campaigns are a perfect example of this.

I’m sure you know exactly what I mean: Candidate A airs a commercial that tells you how the world will implode of Candidate B is elected, then backs it up with reasons. Candidate B publishes a post to the campaign blog talking about how Candidate A will destroy life as you know it and follows up with reasons to support such a claim.

If there were a little black dress of political campaigns, fear tactics would be it.
While fear and negative marketing certainly have a place in your content strategy, avoid relying too heavily upon them. We as a society have become so accustomed to always hearing the negative and focusing on the bad that many of us have little, if any, reaction.
Focusing on the positive, on the other hand, is always a welcome strategy. We like content that makes us feel good and gives us hope – hope about your product or business included.

#3: Use multiple channels to promote your message.

Be careful when reading this one. Using multiple channels does not contradict our Prioritize and Dominate approach to marketing. I strongly suggest that you rely on the professionals when determining your media mix. As the 2009 Meryl Streep, Steve Martin and Alec Baldwin movie titles states….IT’S COMPLICATED. However, the use of multiple channels is one thing that political campaigns have gotten very right! Sure, you see campaign-related content in more traditional forms such as the flyer hanging on your door, the letter in your mailbox, the commercial on your television, and even the message on your answering machine.

Any serious candidate, however, knows it’s time to get social.

Today we see candidates posting content on Facebook and interacting with supporters through Twitter. Their camps are blogging from the campaign trail. Content marketing has become very much a part of every political race. If no one is seeing your content, you might become frustrated with your efforts. But you needn’t be. A politician’s goal is to win, and to do that, he or she needs to get every campaign message in front of the constituents. Making the messages available on multiple channels makes that possible.
So use the major channels such as Facebook, Twitter, and a blog to promote your content, but don’t forget about other sites (and there are lots of them). Slideshare, YouTube, PRNewswire, and Google+ (hangouts or not), are all good ways to use other channels to get your message out.

#4: Know how to reach your target market.

Along those same lines, it’s important to know where your target market is going to be. Spreading your message across various channels needs to be part of your content strategy. It can’t just be a series of random actions.

Through your research, you should know where your target market is spending time.
In addition to social media and targeted digital marketing, it is now important, for example, to look at OTT TV Everywhere. This is a platform that offers various devices like Netflix, ROKU, Apple TV, PlayStation, Chromecast, etc.

Keeping up with audience measurement (Ratings), various platforms, popular social media outlets, content engagement, TV Everywhere and all media platforms is a full-time job. It’s not something that one person can do. If you are relying on one or two people within your marketing department to handle this, regardless of how talented or intelligent they are, you will soon be “losing” market share to your competitors.

Our most successful clients allow us to work directly with their marketing team to partner on strategy, goals, etc. We handle the research, strategy, placement, maintenance and reconciliation of advertising campaigns while they work on the important daily tasks of internal marketing and developing external goals and objectives.


For more than 20 years I’ve worked with business owners, managers and marketing directors on placing advertising campaigns. One common mistake that I see is trying to do too much with their advertising budget.

Many our current clients have heard me say that we want perception of our advertising being everywhere while continuing to avoid trying to buy everything. In other words, avoiding the temptation of spreading our budget too thin by buying too many media platforms. As you know, there are countless places to spend your advertising budget. To simplify things we take the top media platforms that give our clients the most effective and impactful results, or ROI, and “Own” those media outlets by prioritizing and dominating them with our client’s message. Through extensive vendor negotiations, we obtain the lowest rates, gain the most added value and bonus and are consistent in what we do. This process is tremendously more impactful than placing a little advertising with many different media outlets. We tier our platforms for each client and work from a bottom up budget, which enables us to determine how many different platforms we are able to buy. Each client is different. Some clients utilize digital only, while others focus on digital, TV and radio for their primary platforms while using print, outdoor, and other media outlets for secondary platforms.

The key is to eliminate waste or diluted campaigns and truly maximize efficiency. There is certainly a strategic approach to this by achieving a certain level of GRP’s per medium before moving to the next medium. If you’re not using this approach, or negotiating audience measurement levels with your vendors, you are paying too much for your advertising and wasting dollars.



KY Police FoundationThe mission of the Kentucky State Police Foundation is to support the agency and its employees through partnerships with the community and the private sector to promote the interests of the Kentucky State Police in service to the citizens of the Commonwealth.
Through the financial support of public and corporate partnerships, the foundation provides necessary equipment, training and other resources when normal funding streams are not sufficient.

The Foundation performs community outreach and support to promote public confidence and understanding of police activities.
Finally, the Foundation is committed to the continued operation and success of Trooper Island Camp and the Trooper Project.

Even Our Heroes Need Heroes. Click on the “Donate Now” button to make your secure, financial contribution to the Kentucky State Police Foundation in support of ALL professional men and women of the Kentucky State Police. Your donation may be tax deductible.

YouTube Is Finally Addressing Brand Safety Fears With These 3 Changes

Creators are getting new guidelines

After nearly a year of complaints from advertisers concerned about their ads appearing alongside questionable content and a slew of its biggest influencers going rogue on the platform, YouTube is revamping its policies for how creators make money off of their videos.

Over the past year, YouTube has tweaked several of its policies, upping the requirement for channels to hit 10,000 views, for example, and adding more staffers to vet videos. Still, brand safety has quickly become a more mainstream problem for brands. As of just last week at CES, execs were quick to point to brand safety concerns as among their biggest gripes with Google and Facebook.

“While we took several steps last year to protect advertisers from inappropriate content, we know we need to do more to ensure that their ads run alongside content that reflects their values,” wrote Paul Muret, vp of display, video and analytics at YouTube, in a blog post.

Here are the three steps YouTube is taking:

1. Buh-bye programmatic premium ads
Google Preferred, YouTube’s program that allows brands to only run ads against the most popular 5 percent of content, is billed as the site’s top-tier program for the its most premium content.

While those ad buys are limited to a small section of video channels, creators’ individual videos are not vetted. That can be a problem for brands: Think Logan Paul’s controversial “Suicide Forest” video that got the star kicked out of Google Preferred or PewDiePie’s anti-Semitic messages that caused brands to back away from his videos.

To avoid such problems, YouTube is now manually screening each individual video for Google Preferred channels, which should cut down on the number of lone videos that make their way through YouTube’s programmatic pipes. According to Google, Google Preferred channels and videos in the U.S. will be vetted by mid-February and will be finished globally by the end of March.

2. Moving beyond views
Until now, creators were given permission to be part of YouTube’s Partner Program—in other words, how people make money off of clips—based on how many views a channel had.

Although YouTube did increase the requirement to 10,000 total views in April, “it’s been clear over the last few months that we need the right requirements and better signals to identify the channels that have earned the right to run ads,” Muret wrote.

Now YouTube channels will need to amass 1,000 subscribers and 4,000 hours of watch time in a one-year period to run ads. Both new and existing channels will have to meet the new requirements, which go into effect on Feb. 20.

In addition to views, YouTube staff will also monitor spam, community strikes and flags of abuse as qualifiers for whether or not a channel can make money off of clips.
According to Google, 99 percent of the channels that will be affected by the new guidelines make less than $100 from advertising every year, meaning the vast majority of channels affected do not make much money off of YouTube.

3. Tiered media buys
YouTube is rolling out a three-tiered system for brand safety that allows brands more transparency into where their ads appear.

One option caters to brands that are sensitive about where their ads appear. On the other end, a broad-based option lets brands buy ads across a bigger section of videos. The middle option—which is the default option—plays between, with targeted ads that still reach a significant number of channels.

Whether or not the changes will cause brands to pour more money and trust into Google has yet to be seen, but agencies see the moves as important steps from one of the world’s biggest advertising platforms.

“Google’s improvement plans hit on crucial areas: removing inappropriate content and preventing users from misusing the platform; improving their monetization approach to where ads may run; and giving their advertising clients enhanced tools and controls,” said John Montgomery, global evp of brand safety at GroupM, in a statement. “We’re pleased to see the multifaceted approach and the serious investments they are making, and we remain vigilant in holding Google and other partners accountable for the quality of their environments on behalf of our clients.”

Source:  AdWeek



2018 Marketing Tactics You Can No Longer Avoid

Mobile Video

Mobile video ad spend will grow 49% to roughly $18 billion in 2018, reports Recode, while non-mobile video ad spend is expected to fall 1.5% to $15 billion. You can expect to see a decline of video consumption on laptops and computers for the first time — while video views on phones and tablets is expected to grow by 25%. The average viewer is expected to watch 36 minutes of online video per day on a mobile device, as opposed to half as much — roughly 19 minutes — on a computer.

Explainer Videos

Explainer videos are short, uncomplicated videos that explain your company’s product or service. They pack a big punch when it comes to driving results. The visual elements in an explainer video help viewers better understand the content with only a few short sentences. On websites where an explainer video is present, they are 4x ( more likely to watch the video than to read text on the page. An example of an industry that’s taking the lead on utilizing explainer videos is Healthcare — where animated videos can work best to communicate complicated ideas and educate the patient beyond their doctor visit.

Viral Content

When you hear viral, you think cute cat cuddling with a newborn. When doctors hear viral, they think of a disease. When marketers hear viral, they see brand awareness and dollar signs. Everyone wants to have their content go viral. Marketing teams are doing everything they can to develop and procure viral-worthy content that leads to revenue. However, creating content that has potential to go viral is very challenging and needs to be authentic, funny, witty and relatable.


For many, our mobile devices are becoming one with our bodies. Wherever we go, the device goes. On average, users trigger 75 separate mobile sessions per day. That means they engage with their device throughout the day across several locations. Marketers use geofencing technology to collect information about and target their customers as they enter, leave or stay in specific areas, also known as geofences. Geofences are specific areas that prompt mobile notifications when a customer is active in a certain area. During those key moments, marketers could send promotional messages offering discounts to users. Geofencing is an excellent way to engage with your customers who are on the go in a more contextual way. Keep in mind that customers have to ‘allow’ your app to track their location. You’ll need to highlight the benefits of location sharing and how it will improve their customer experience.

An advertising campaign requires everyday attention with multiple sets of eyeballs on it. Crosshair Media Placement can help with developing and implementing the above tactics as well as all advertising and marketing tactics your company needs. It’s what we do!  Give us a call… 502-216-8537.