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 (wirebuzz.com) 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.


Crosshair Client News December 2017

IN IDEACrosshair Media Placement, LLC is working with the Indiana Office of Attorney General and the Indiana Drug Enforcement Association on a statewide campaign to help curb the opioid epidemic in the Hoosier state. Public service messages will cover every corner of the 92 county state beginning December 1, 2017.

On the national front, President Trump declared a state of emergency on October 26, 2017 and said the opioid epidemic — which is killing more than 100 people each day — is the “worst drug crisis in American history” and said his administration is declaring it a public health emergency, pledging the nation’s full resolve in overcoming it.

Officials repeatedly said they plan to roll out even more initiatives to address the crisis in the coming days and weeks. They laid out a handful of things that will quickly happen by declaring the public health emergency:

• Patients in isolated areas such as Appalachia will have greater access to opioid treatment through telemedicine and receive prescriptions without seeing a doctor in person, as is generally required under current law.
• The Department of Health and Human Services will speed up its hiring process to have people in place to help states in crisis.
• The federal government will allow states to temporarily shift the use of federal grant funds to target those with opioid addictions.

IN att genOnce the PSA’s are released next week, we are hopeful that our colleagues, media partners and vendors will “Like and Share” the video. The more people who see it, the more lives it will potentially save.

Track Your Customers!

Do you know the habits of your customers?

Where do they go before visiting your location and where do they go after? How often do they visit your location compared to your competitors? Where do they work and live? What are their shopping habits?

Until now, retailers, new project developers and everyone involved in deciding where to build a new location or move a location relied on PIN Studies. PIN Studies are costly, require people to stand in a location asking customers questions and are simply not accurate. Crosshair Media Placement, LLC is utilizing proprietary software to revolutionize location based cell phone studies which gives absolute data to retailers and developers.

Cell phone tracking technology is now available to better evaluate a trade area for new development projects. Results are more accurate and reliable than standard PIN studies. The geo-fencing program we have created is customized to your desired location, and you will receive cell phone data tracking analytics that are 100% reliable.

You will have the ability to track customers that visit a specific location, area, or GPS coordinate, and you don’t need to own the location being monitored. The data shows customer history for 90 days prior to their visit and up to 30 days after their visit. You will receive easy to read customer maps customized for your specific needs, even broken out by time of day.

Where did they come from and where did they go? By participating in our geo-fencing program, you can uncover the answer to that question and several other key questions, such as:

• What site is the best location for your business?
• Where do my potential customers live and work?
• Where did my potential customers come from immediately before visiting the monitored location?
• Where did my potential customers go to immediately after leaving the monitored location?
• How many times did my potential customer visit the monitored location over the last 3 months?
• And many more…

Please let me know when I can discuss this opportunity for your business, and I will demonstrate how this works. I can answer any questions you may have and address your concerns. This program will help you save time and provide support for making imperative decisions for the future of your business.

This is a Big Deal…

InSite2017What if you were able to “Intercept” people online who have just visited your competitors websites? Literally advertise your business to people who pass through your competitor’s website! I know you’re thinking that it sounds too good to be true.

Think about how much money your competitors invest trying to get people who are in the market for their services to their website. Now you can send digital advertisements of YOUR COMPANY to people who just visited YOUR COMPETITOR’s website. This is not a geo-fencing campaign nor does it require pixels of websites. This is new technology that we are just releasing and YOU have the first right to capitalize on it.

Rarely is there a new advertising opportunity in which you can combine new technology with exclusivity. This is a true competitive advantage, point-of-difference and quite frankly a game changer. There is a catch. This opportunity is being offered on a category exclusive opportunity per market. (Manufacturer exclusivity for car dealers.) Contact us today before your competitor’s find out about it!!!


The league’s national average TV audience through Week 5 of the 2017 season dropped 7 percent vs. the same period of the 2016 season, according to Nielsen data.

Worse for the league, the average game audiences are down 18 percent compared to the first five weeks of the 2015 season.

The football 1NFL’s average TV audience (including Sunday afternoon, Sunday night, Monday night and Thursday night games) slid to 15.156 million viewers through Week 5 of the 2017 season. That’s down 7.42 percent from an average of 16.371 million viewers through the same period of the 2016 season, and 18 percent down from the average of 18.438 million viewers through the first five weeks of the 2015 season.

The “Colin Kaepernick Effect” is one of several possible factors in dampening the NFL’s TV numbers. Natural disasters such as Hurricane Irma, increased competition for eyeballs from cable news, the Oct. 1 massacre in Las Vegas and the changing TV habits of younger, cord-cutting viewers have likely taken a toll as well.

There’s also the spectacle of President Donald Trump urging football fans to boycott the country’s biggest sports league as long as players kneel during the national anthem in protest of racial injustice.

The NFL remains the gold standard of TV, not just in sports, but all entertaining programming. But the NFL’s drop in audience could set off a chain reaction that won’t be good for the $14 billion league — or the TV partners who pay billions for TV rights.

Partner networks ESPN, CBS Sports, NBC Sports and Fox Sports promise advertisers and sponsors certain audience numbers. If those numbers are not reached, the networks have to cough up so-called “make-goods,” or free ads, to advertisers who didn’t get their money’s worth. There’s nothing TV networks hate more.

Now that player protests appear to be hitting owners, TV networks and corporate sponsors in the pocketbook, it’s probably no coincidence Goodell wants all players to stand for the national anthem. The NFL finds itself in a “very volatile and dangerous place,” said ESPN Insider Adam Schefter on Thursday’s “Mike & Mike” morning show.  “It is very sensitive. It is chipping away at the popularity of the sport,” Schefter added.  There are people who are turned off to what’s happening. There are people canceling their DirecTV subscriptions.

“The business of the game, by the way, also affects the players. Because for every dollar that the league is collecting, 48 cents go to the players.”

The numbers indicate some fans have discovered there’s more to life than watching the NFL on fall Sundays. The question now is: Can Goodell and the league get them back?

With more than one quarter of the 2017 season in the books, that’s an open question. If we are purchasing NFL for your company now, which we invest a lot locally, don’t fret. While ratings are off locally as well, depending on the time period, we negotiate total viewing levels or gross rating points (GRPS) on all TV orders. We audit total rating points based on purchases and stations will make up rating points if a station is short or missing points. NFL is still, today at least, a great buy. We will continue to monitor this issue weekly.

Our Client’s Businesses Continue to Grow…

bachman-group-logoBachman Auto Group To Buy Another Local Dealer (Jeffersonville, IN.) – Bachman Auto Group in Louisville is buying Bales Motor Co., adding Chrysler, Dodge, Jeep Ram and Hyndai to Bachman’s existing Chevrolet, Volkswagen and Subaru dealerships.

eandb-logo-croppedEllis and Badenhausen Orthopedics Opens St. Matthews Location. (Louisville, KY.) – Ellis and Badenhausen Orthopedics enters joint venture with Norton Hospital and opened its 3rd Louisville area office this week at Norton Women & Children Hospital in St. Matthews. The St. Matthews location will be referred to as Norton Orthopedic Center of Excellence and is now seeing patients.

Midway CollegeMidway University Announces Record Undergraduate & Graduate Enrollments (Midway, KY.) – Midway University’s fall enrollment figures are in. The overall headcount is 1,217 across all student populations and includes record enrollments in both traditional undergraduate and graduate student segments.

It Pays to Advertise – 10 Tips

No matter how wonderful your company’s product or service is, if you don’t advertise, nobody will know about it.

The goal of any advertising program should be to cost-effectively reach the largest audience possible and attract new customers. If done correctly, advertising can be a wonderful investment for your small business; if done poorly, advertising can become a huge money sink.

Despite what you see on “Mad Men,” advertising can be a tricky game. We present 10 important tips to help you plan, execute, and monitor your advertising program.

Dart1. Go After Your Target Audience
An advertising campaign should be geared toward your niche market. It is a common mistake to create generic ads that do not speak the language or grab the attention of your potential customers.

Ask yourself what kind of customers you want to attract, and make sure your ads speak to them on a personal level

2. Highlight Your Competitive Advantage
One of the keys to all advertising is to accentuate the pros of your company — those factors that give you your competitive edge. Too many ads are clever but fail to sell the specific benefits of the featured product or service. Unless you highlight these benefits, your ad delivers no value to potential customers.

3. Establish an Image
You can recognize the McDonald’s arches while whizzing by on the highway. Likewise, there are plenty of products that you recognize by their packaging or logo.
Image counts when it comes to advertising and promoting your business. Too many advertisers do not work to build a consistent image, and they’re missing the chance to make an impression on prospective customers

dollar-sign4. You Have to Spend Money to Make Money
There are ways to save money, but advertising is typically not the place to cut corners. Doing so will affect sales, and that affects the bottom line. Successful advertising may cost some money, but that is because it works

5. Advertise in the Right Places
Your favorite magazine, radio station, or even television program might not be a favorite of your audience. Do some research about your target market to understand who they are and determine what they read, watch, and listen to. Then advertise in the appropriate media to ensure that you reach your target market.

6. Don’t Allow Your Budget to Run Your Advertising Campaign
If you budget $10,000 per month for advertising, you’ve made it very easy from a bookkeeping perspective. However, if like most businesses you have seasonal highs and lows, you are spending too much money advertising during down times and not enough when you want to attract customers. Too many entrepreneurs do not budget according to their seasonal advertising needs.

7. Consistency
It is all too common for business owners to choose the best place to advertise based on price and potential rate of returns, and then stop. Out-of-sight, out-of-mind. Wherever you decide to advertise, it is extremely important to remain consistent.

8. Don’t Try to Be Everything to Everyone
No product or service will appeal to everyone. Many business owners, including corporate executives, try to come up with ways to reach every market. Typically, this does not work. It can spell disaster for small businesses, who cannot afford to spread themselves too thin. Therefore, find your market and be everything you can be to that audience.

graphing stats9. Test Your Ads in advance
If you have the time or money to invest in focus groups, you should test your ads on other people. Do they understand and accept the message you are trying to convey? If not, get insight into how you could more effectively communicate your message.

There are other less-expensive ways to test your ads as well — questionnaires, and A/B Testing for example.

10. Monitor Your Ads
It is very easy to ask new customers or clients where they heard about you. As simple as this is, many entrepreneurs do not bother to do so. It is advantageous to understand which elements of your ads are most effective and which media offer the most profitable advertising opportunities for your company



August 2017 Client News

Welcome to the Indiana State Fair!

IN state fairWe live in a Wonderful World of Food. We grow it. We sell it. We cook it. We eat it.

And at the 2017 Fair, we will have FUN celebrating it! Join us in telling the story of how Indiana is helping feed the world.

The Indiana State Fair returns to honor Youth, Agriculture and Education in an entertaining and fun environment.

Join us to make more memories August 4-20, 2017!

Select this link for more information.

Buy Ads Based Off President’s Tweets? Bloomberg Media Says Why Not?

Marketers may soon be able to cash in on the president’s tweets.

Bloomberg Media on Thursday described its latest ad offering, a product called Trigr that taps Boomberg Terminal data to let marketers display ads in response to financial developments.

Crosshair Bloomberg articleIt’s meant to steamline the process of getting creative up in time with events like a shift in the stock market, gas prices or the fortunes of a particular business sector. That’s usually not easy: The process can take “one to five hours,” says Derek Gatts, global head of technology and product at Bloomberg Media.

You’ve got an advertiser talking to an agency, and they’re talking to us,” Gatts says.
“It’s a real challenge. And when all that’s through, it takes another 30 minutes for us to start serving the ad.”

An initial client for Trigr, the insurance company Hiscox, is using it to promote its cyber security offering, according to Russ Findlay, chief marketing officer at Hiscox. Its ads show up when stocks related to that sector shows volatility, suggesting activity and interest in the area.

Bloomberg is looking to ad tweets and new alerts to its portfolio of triggers agains which marketers can buy.


Behavioral Targeting

Be Relevant Crosshair Media Placment Louisville

Behavioral targeting uses information collected from an individual’s web-browsing behavior (e.g., the pages that they have visited or searched) to select advertisements to display”.[1]

When a consumer visits a web site, the pages they visit, the amount of time they view each page, the links they click on, the searches they make, and the things that they interact with, allow sites to collect that data, and other factors, to create a ‘profile’ that links to that visitor’s web browser. As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles.

Those profiles can be used to allow advertisers to position their online ads in on the screen and in front of those visitors who exhibit a greater level of interest and intent for the products and services being offered. Behavioral targeting has emerged as one of the main technologies used to increase the efficiency and profits of digital advertisements, as media providers are able to provide individual users with highly relevant advertisements. On the theory that properly targeted ads will fetch more consumer interest.
Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or contextual web page content (list of Facebook’s “Detailed Targeting” options[2]). It’s worth noting that many practitioners also refer to this process as “audience targeting”.

Major advantages of Behavioral marketing are that it will help in reaching consumers with affinity, reach consumers that were not exposed to a media campaign, contact consumers close to conversion and in reconnecting with prospects or customers. It is inexpensive, trackable and, IT WORKS!