Brands and companies spent $135 billion on online video in 2017, almost twice as much of the $71 billion they spent on TV, and significantly more than the $83 billion they spent on digital ads. It’s a shift from the era of traditional branding, which was dominated by ad agencies and commercials. As they produce more videos, one of the side effects in a changing ecosystem, is that more companies are taking video content in-house.
Madison Avenue finally has finally given up on the Super Bowl. Of the more than 60 commercials aired during the game, one could find barely a handful of ads that even remotely justified the $5 million price tag for a 30-second commercial. I'm not sure these were worth the inflated price tag, but at least I thought that they broke through the sea of irrelevancy:The most uplifting spot of the night, celebrating the human spirit.
While many things can be blamed for vaporizing the mutual trust in client-agency relationships, the most significant is, perhaps, the lack of transparency. When the Association of National Advertisers issued its now famous report, it shed light on a questionable practice. Some agencies, it asserted, resorted to accept undisclosed incentives from the media with whom they placed advertising on behalf of advertisers.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".