Identifying Social Media Influencers With Analytics

Posted September 26, 2018 by admedia @ 5:15 am

In this data-driven era, social influencers are more valuable than cheesy celebrity endorsements. This is partly because social influencers give the impression of being just like us. Major and lesser known brands are already tapping into the fan bases of online celebrities through paid endorsements interspersed throughout the influencer’s regular content. However, the difficulty for a brand lies in selecting the appropriate influencer from an ocean of choices. How do you know which influencer is a great brand ambassador, the one who can drive sales and create positive brand awareness? Instead of being Captain Ahab and having your brand suffer while you search in the social media ocean for your white whale, learn about how predictive analytics may help you. Predictive analytics looks at past patterns and tries to foresee future behavior, and this may prove to be an excellent tool for brands searching for the right influencer.  

Social Media Influencers

The New and Innovative Strategies of Advertising

Marketers have yet to catch up with the meteoric rise of social media and the effect of various platforms on pop culture. Frequent users of social media communications in memes, callbacks, inside jokes and gifs, and brands and marketing teams often fail while trying to capitalize on the latest trends because they simply don’t understand the language of netizens. But more than the language, is how quickly the platforms themselves change. Even more ‘old school’ channels like Facebook and Instagram are constantly reinventing themselves, and what was cool as recently as last year, becomes outdated quickly. If you need further proof, just consider how Instagram’s flat lay which was popular a few years ago, is now a dinosaur. Now, it’s about authenticity. And influencers speak the language of authenticity to their subscribers and followers.   

Online, a person can have a massive following on social media but have very little influence on the final purchasing decision. Think about the number of men who follow Instagram models, but are not in the target of promoted beauty products. Conversely, a smaller, but niche account, with a tight community around it might be a better option, both regarding trustworthiness and allocated budget, for example, followers of an influencer who promotes local eco products.  

The Biggest Challenge

In this ever-changing scene of online trends, companies sometimes feel lost. We are still in the wild west of social media advertising. A lot of self-entitled influencers are asking for obscene amounts without being able to show a clear strategy for ROI, although studies show that if done correctly and also depending on the niche, the investment to return ratio is about 1:8.  Just looking at public ratings alone will most likely not be enough to create a sound brand strategy. It’s not only about the total number of followers, but the demographics and engagement of those followers are also even more relevant. That is why companies which are looking for a real gain from influencer advertising should first invest in tools or platforms to measure impact. You need that behind-the-scenes information to make an informed decision.  

Last but not least, there is the plague of fake accounts and bought followers. Ideally, you would need to see a chart of their growth over time. Of course, great content can lead to a few spikes, but mostly it should be linear. Otherwise, it’s a huge red flag that someone has purchased followers, which most of the times are either bots or just hold no market value.  

The Big Data

 A simple solution to all the issues listed above is to use the power of Big Data and create models to identify those social media accounts which could act as attraction poles. Since this is a mapping task, it’s perfectly adapted to the way neural networks work, discovering patterns and predicting future similar moves.  

Experts from the predictive analytics company InData Labs state that the motivation to use data to sort out the problem of selecting the most appropriate social media influencers for each campaign which can benefit both sides. On one hand, companies would be reassured that they made the right choice for the product and get a definite trace of how marketing budgets were spent. They would also have a measurement for the ROI.

On the other hand, it would be beneficial for those influencers who really deliver to find more lucrative businesses and stand out from the crowd.  The solution is to build an API which integrates with each platform and retrieves useful information from the respective environment which can be fed into an algorithm able to make predictions related to the number of views, clicks, and ultimately conversions.  Creating such a piece of software is a massive undertaking which takes into consideration vast amounts of data sources such as the followers and their demographics, the way they interact with the influencers, the best posting times as well as the engagement type and rate.  Another challenge is to match the content and tone of the influencer with the targeted audience. By comparing the post descriptions and hashtags used by the influencer with those of the audience, the algorithm can find similarities and offer a score of likeliness.

The Bottom Line

The problem with all big data recommendation systems is that they tend to become invasive. To gather the right clues about the audience/influencer and create a match, the predictive system needs to get loads of information scraped from the profiles of those in the right demographics. Even for influencers, it could feel weird to be approached based on a machine’s calculations since most of them are trying to build a genuine community. So, use these tools to get some speed and don’t forget about creating a human connection, first between the brand and the influencer, which in turn should propagate to the audience.

Filed under: Online News Room

New Dynamic Creative Feature Provides Personalized Ad Experience

Posted September 7, 2018 by admedia @ 12:54 am

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The picture is said to be worth a thousand words. So, what if the picture is also worth a thousand dollars? Well, a research confirms that more than 85% of the Facebook’s Ad Performance is the result of a relative Image. People tend to hate seeing the same and same advertisement time and again. It makes them maintain distance from such ads using their credentials. Facebook, on the other hand, has been planning to bring out Personalized Ad Experience on all its platforms. Thereby, it will also penalize the brands for using stale creatives and ads who bring the worst side of personalized creatives. How often has it been complex to determine the type of content working best for a particular set of the audience?

Often Advertisers spend lots of money, time and energy on finding out the best performing image for each audience. Facebook has made this easy by introducing Dynamic Creative Feature. This feature helps marketers to efficiently test their ads at a scale for a particular set of audience.

Personalized Ad Experience through Dynamic Creative Feature

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A Facebook press release gave the perfect definition of the Dynamic Creative Feature. It said,

‘Dynamic creative is a tool in Power Editor and the updated Ads Manager that automatically delivers the best combinations of your creative assets. It finds the best ad creative combinations by taking the components of the ad (images, videos, titles, descriptions, CTAs, etc.) and running different combinations of these assets across audiences.’

How will the Dynamic Creative Feature generate Personalized Ad Experience?

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Facebook had been trying to minimize the time and energy loss for its advertisers over the selection of images for audiences. The Dynamic Creative Feature will allow the advertisers to test a combination of up to 30 assets. It will have the following maximum restrictions per asset feed:

  1. 5 titles
  2. 10 Images or Videos
  3. 5 Bodies of text
  4. Five descriptions and
  5. 5 Calls to Actions (CTAs)

There will be a breakdown of research which the advertisers can see by selecting per asset. Here an asset means the kind of action you want on an item in the list. You will also be able to see the Results such as Cost per result and Click Thru Rate (CTR) or your creatives by each variable. You can even break it down to age and gender to know the specific details of your audiences. Knowing the kind of audience watching your creatives, it becomes easier for you to create specific content. Earlier there used to be no such addition to the Facebook Power Editor. There was no way in which the ads could be tested before even posting them on the FB.

What are the Benefits of Dynamic Creative Feature of Facebook?

This is a breakthrough Feature designed by Facebook to help advertisers test their ads in an atmosphere of confidence. They can even know their target audience without even thinking much about creatives. The benefits of Dynamic Creative Feature of Facebook include –

  • Creating multiple advertisements easier to post
  • Spending less time optimizing your ads
  • Saving lots of money and energy on advertisements weariness
  • Testing up to 50 creative variations to find the best ad

Why are Dynamic Creative Feature and Personalized Content Important?

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For gaining maximum attention and audience, the advertisers need to refresh their content regularly on Facebook. They must remain relevant to their audience in order to avoid paying the price for a low-quality score. Through this, the Facebook is finally trying to focus and encourage brands towards creating diverse and unique content and test their performance as well. It wants the users to get the best possible experience while scrolling their timelines and feed.

Filed under: Advertising

What To Consider When Buying Native Video Ad Placements?

Posted by admedia @ 12:50 am

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Video advertising has emerged as one of the most popular ways of reaching consumers online. But even as more advertisers flock to video, consumer habits are changing. According to the recent report, it is stated that 90% of consumers skip the pre-roll video, which is far and away the most popular video ad format. Advertisers must now look elsewhere if they want to continue engaging viewers with video advertising. One of the formats that have grown quickly is native video, which can deliver a message at a relevant time and format while consumers are browsing content feeds. This article will reveal some considerations that should be made while buying native video ad placements.

Things To Know While Buying Native Video Ad Placements

For advertisers who are looking to pursue native to help deliver their video messages, here’s what to take into consideration when investing in a campaign:

Understand All About Native Ads

As with all successful, popular formats, opportunistic sellers are quick to slap the “native” label on just about anything if it helps them sell media. One such format is out-stream video. The trouble with formats like out-stream is that they can feel out of place, and introduce the same skip-ability problem that plagues pre-roll.

However, we’ve learned that placing a headline along with a video unit that matches the rest of the site is vital to the ad’s success, driving 9% higher awareness, 23% higher engagement and 37% higher completion rates. This gives the consumers context to what they are reading, viewing and seeing. In other words, it makes sense to them as to why this video would be there and feels less like an intrusion than a video that simply pops up and starts playing.

Don’t Be Afraid Of Text

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Many advertisers might approach video as a format that can rely solely on sound and image, without a need for text at all, but they’d be wrong. As I said above, headlines are incredibly influential to how well a native video ad performs. Adding text to the video itself can be incredibly powerful as well. This is because consumers are often encountering native video with the sound turned off. While the motion might capture their attention, they can’t hear what’s going on. So, video with text elements can better inform the consumer with messages around the product or service being advertised. When brands can adapt their creative content to how consumers view the video, they’ll be rewarded with high engagement and successful campaigns.

Move Away From “Advertorial”

Text-heavy video works because it fits in with the way that consumers scroll through content. If the key message is there in the text, consumers are more likely to read it. Therefore, the trick is for the brand to get to its core messaging early in the video as well.

In fact, it’s potentially detrimental to the advertiser if a native video takes too long to get to the brand message. It’s difficult enough to capture consumer attention today. If the video is only tangentially related to the brand and the core message, then it is not likely to land with any kind of impact. Focus the content on the brand itself, arrive at the key messages quickly, and again, don’t be afraid to do so with text so that viewers can grasp the message even if they view with the sound muted.

Transparency Is A MUST

Even though the current state of native no longer requires customization for every single publication, that doesn’t mean that the sites the ads run on and the context in which they appear are no longer relevant. When making a native video purchase, it’s still incredibly important to have transparency into the types of sites, the quality of those sites, and whether the audience matches the advertiser’s desired target. And while native stands a much better chance of capturing consumer attention than pre-roll or standard display banners, advertisers still need to monitor viewability and other factors.

This information is useful for both campaign reporting and targeting strategy. Advertisers can now leverage the same kinds of audience targeting capabilities in native that they’ve become used to for display and pre-roll. The difference is that advertisers are earning attention instead of forcing attention, which is proven to be more impactful because it respects the user experience.. Don’t buy native video without the availability of all of these data points.

Last Words

Digital advertising is no longer about simply shoving a message into an ad slot and hoping that it reaches the right consumers. Native video is no different, and it needs to be strategically targeted so that it reaches the right consumers. Brands that go beyond targeting to capture attention with headlines, in-video text, and powerful, impactful messaging are likely to succeed with native video now and well into the future.

Filed under: Advertising,creativity,Digital

Get Advertisement Buy-In through Influencer Marketing in Easy Ways

Posted by admedia @ 12:38 am

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Currently, Ad Buy-in is largely in operation due to the fastest growing online customer acquisition method, Influencer Marketing. But businesses have still set to set their belief on this making them under 65% of those not using the service. They fail to justify the allocation of a substantial budget to the influencers. The current trends, however, suggest a steep rise in the budget allocation for influencer marketing in the coming times. This is a challenge that some social media managers and executives might face while collaborating with micro-bloggers and others to sustain the Advertisement buy-in.

Steps to get Executive Advertisement buy-in and Influencer Marketing Budget

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Some of the easier options that the social media managers opt to get advertisement buy-in are as follows:

  1. Defining a concrete and successful marketing objective for your business while also selling the value of influencer marketing. This should always resonate with your organizational values.
  2. There must be concise and to the point strategy for the same.
  3. Estimating the Expected cost of Influencer marketing and Advertisement Buy-in. you must also estimate the result that you expect to achieve from these campaigns.
  4. The major investment plans and considerable expenses must also be outlined for last minute check-ins.

The executives must assess the risk and accordingly make the investment.  Here are some of the important aspects of Influencer Marketing –

Value of Influencer Marketing in getting Advertisement buy-in

The best ways to get better influencers is to curate excellent content on your website or for your brand. Advertisement buy-in can become easier with the following tricks and tips for Influencer Marketing –


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A positive assent from an influencer or a mention can directly lead consumers to make a deal and purchase. Similarly, a recent report shows that promotional content from the influencers see 5 times increase in purchase intent. This is a commendable data to support the cause of Influencer Marketing.

Excellent Content Creation

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Content curated or prepared by the Influencers on the social media earn more than 8 times the engagement rate of branded content. They have the firepower of getting more advertisement buy-in than the regular content. The young visitors and netizens often ignore the traditional forms of marketing and advertisements. Hence the archaic content has no way to sell in these circumstances. Hence, the influencers create receptive and authentic content to reach to more similar audiences. This is the reason why the marketers are turning towards influencer marketing experts to source authentic content.

Search Engine Optimization

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As the generations have changed, so has the ways to influence them. 85% of the consumers make a purchase after reading the review of description on a blog. The blogs arising from influencers and an excellent Search Engine Optimization gives the blog wings. It helps in the blogs getting more advertisement buy-in options. They generate and drive sales because they are searchable on the net as well to gain SEO traction for the brand.

Web Traffic

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Influence content is much more precise which works excellently for both banner ads and traditional forms of advertisement. They lead to customers making a purchase instantly. Even if they don’t make a purchase, they are still benefitting the site by increasing their web traffic. This is excellent as it marks the site on the top and fetches buyers from search engines, an important aspect of advertisement buy-in.

Filed under: Advertising,Brand Marketing

Influencer Campaign Generation- Some Easy DIY Tools

Posted September 4, 2018 by admedia @ 5:51 am

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In the present market scenario, influencers have become the force of revenue generation. Brands have a knack for picking influencers campaign to influence their followers about their wide range of products. If still, you haven’t signed up for a pool of influencers to advertise your product, you are almost lagging up. So, buckle up and build a brand DIY style by engaging some influencers. In the following blog, we bring you some awesome tools to get your influencer campaign underway. You will be able to easily tackle the essential components of influencer identification, communication, activation, and management.

Why is Influencer Campaign so Important?

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Influencer campaigns are so important given the fact that they are outbound and have a perspective approach. Influencers have real-time followers who are dedicated and follow them easily. Brands outline that influencer campaigns have more potential for conversion into leads than the other forms of advertising and campaigning. The other benefit of influencer marketing includes the rate chart. The rate charged by an influencer would be somewhat low than other forms if you go into detailing plus there is assured benefits. Hence influencer campaigns are so attractive and in practice these days.

Tools for Influencer Campaign generations

Here are some of the simple DIY tools recommended by our experts in the field who recommend them. These tools can ease off the extra burden of the influencer marketing manager and relieve him of the awkward burden of proofreading every influencer. So, what are the DIY tools for Influencer campaigns? –

Searching and Selecting Influencer

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For searching and selecting influencer campaigns, the brands and websites should use the following tools –

  1. Social Blade – This awesome technology would retroactively review accounts of the influencers on Instagram, YouTube, Twitter, and Twitch to screen them for growth patterns and account regularities.
  2. Calculator (Spreadsheet Formulas) – The influencer marketing managers can use this tool to easily calculate basic calculations like Campaign Acceptance Rate and Single Submission Success Rate. Through this, they can determine the influencer campaign timelines.
  3. Social Platform Search and Review Techniques – You can yourself search platforms to know your influencers through tags, content types, suggested users, locations, and niche keywords. Here the advantage lies in manually searching the content and keywords used by the influencer you are willing to target.

For Communication and On-boarding Influencer campaign

  1. Facebook Messenger and Such Apps – If you really wish to target a certain influencer, contacting them directly on Facebook Messenger, WhatsApp or Instagram may not be a bad idea. These self-made influencers love the idea of being informal and you can take on that idea to be a little informal. You must be genuine, personal and respect their niche despite your purpose being completely different. Once you have had a good chat and agree to work together, only then send the proposal through mailing services and become a bit formal.
  2. Google Docs and Sheets – Now How will you manage the Influencer Campaign? To organize the campaigns, Google drive can be a cost-effective alternative. You can have a campaign dedicated Google doc which would be effective and easy to use.
  3. MailChimp, Gmail & Related Email Tools: With up to 2,000 subscribers and 12,000 emails per month free forever with no credit card required, you can’t beat Mailchimp’s ease of use for influencer communication and correspondence. Gmail is always great as well, with custom domain emails starting at just $5 per month with G Suite.
  4. DocuSign – DocuSign is a great alternative to formal mailing. You get the ability to send agreements for signatures and receive them easily. This is also integrated with Dropbox and Google and is available at a great price of only $3 per month.

Planning and Activating Influencer Campaign

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For planning and activating Influencer campaign, you Can have the following options –

  1. QuickBooks – This is the best in class application to track payments to contracts for the entire year. If your team is planning a high volume of influencer making campaigns, they will need a tool to keep up 1099’s, logging completed work and separating vendor expenses. This is the tool you must need.
  2. PayPal Activation – Most of the Influencers in states and Europe prefer payment over PayPal as it is handy to use and have no big issues with it. In addition, integration into your accounting software like Quickbooks can further streamline how your billing and payment teams process information for state and federal tax compliance.

Management and Reporting

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  1. Google Spreadsheet – You can use the Google spreadsheet to easily organize the influencer campaign while manage and calculate simple post-performance measurements.
  2. Native Social Measurement Tools – Each social network has their own measurement capabilities and functionally. Explore how each platform can complement your influencer efforts, like using Insights for branded content on Instagram for example.
  3. Google Analytics – This is a must as you can get general information about the landing pages, product specific information. Also running comparative channel traffic analysis from before, during and after campaigns is easy with this.
  4. Bitly – This is another excellent platform to track clicks, referral channels and top locations of search coming from. It is a great tool for tracking top sales funnel metrics or a specific influencers traffic referral ability.
Filed under: Advertising

How can the Brands Improve their Contextual Ad Performance?

Posted by admedia @ 5:44 am

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Contextual advertising is a form of ad targeting for promotional content that appears on digital media, as well as websites and browsers. The ads are chosen and served by automated systems that work to display the most relevant ads based on the identity of the user. This article will reveal some techniques to improve contextual advertising.

The Importance of Contextual Advertising

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It’s no secret that the traditional methods of advertising are not nearly as effective as they once were. The idea of throwing out a giant, untargeted net and hoping for the best is a thing of the past. Contextual advertising is a tactic designed to create digital campaigns that are tailored to the organic flow of the UX. As the bulk of online behavior is now being tracked, it would be wise to make the most of this new reality and find new ways to increase revenue.

When you write blog posts, the name of the game is to engage and educate readers without blatantly pushing a sales agenda. Contextual ads are the fantastic way to put relevant ad content in front of interested eyes without coming off as intrusive.

Some Ways to Use Contextual Advertising

If you want to earn more with the advertisements, here are some ways you can tap the vast engagement potential of contextual ads.

Never Compromise On UX

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Intrusive advertising can ruin an online experience faster than anything else. Many times, users don’t even look at poorly designed or irrelevant ads on a website. They are only interested in finding the X that gets rid of them. From a technical perspective, if your site’s color scheme presents a neutral vibe, a giant ad with super-vibrant colors will look out of place and will certainly disrupt the UX.

Contextual advertising is far from a one-size-fits-all solution. Each platform has its own unique landscape when it comes to displaying opportunities. For this reason, you cannot underestimate the importance of ad customization. Even the tiniest detail can wreak havoc on a website’s UX and ruin the effectiveness of the ad.

Understand Visitor Intent

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As in nearly all forms of online marketing, the key ingredient is simply knowing how your audience functions in relation to your platform. When it comes to contextual advertising, a great deal of success comes down to being in the right place at the right time. The visual hierarchy of your content needs to be in perfect order. From a monetization point of view too, ads need to be placed in accordance with your visitors’ on-site surfing behavior. Further, the messaging needs to be changed based on how people interact with your website.

Be Very Selective in Choosing Advertisers

As a blogger, choosing the advertisers that are allowed to display contextual ads on your website should not be a trivial process. One of the biggest mistakes a publisher can make is welcoming any and all advertisers for the sake of revenue. In reality, doing this can be counter-productive. For example, if your blog provides travel advice, placing ads for bathroom cleaners or marketing automation software wouldn’t likely be in line with what the user is looking for.

Last Words

After going through this article, you must have come across the harsh reality that you will always be locked in a constant battle not only with other publishers but also ad blockers. The key to capitalizing on engagement potential is finding innovative ways to appeal to customers on a level that doesn’t compromise their online experience and adds intrinsic value to their lives.

Filed under: Advertising

Facebook and Google Advertisement: How can Small and midsize businesses (SMBs) Fare?

Posted September 2, 2018 by admedia @ 2:44 am

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Google and Facebook have been the front-runners in the advertising industry for nearly two decades now since their inception. Being relatively easier platforms than print, they tend to bring in the target audience compliance to greater affordable rate as well. With such ease of use and target capabilities, the small and midsized businesses find Google and Facebook easier to drive their advertisement with. As per Chris Ruberg, Senior SM specialist at Independent Media Agency Empower, “Facebook provides an unprecedented number of tools to make using its ad platform easy to navigate for even the most novice business or advertiser.”

It is correct on the part of Google also. If you have not yet signed up with Google AdSense and AdWords, the experience is quite fruitful. The tools make the advertisement profound and gallant.

How are Google and Facebook Advertisement Different?

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Google and Facebook, since its inception, has been the tool to look out for by the SMBs to drive their advertisements. For most of the SMBs across the globe, these two platforms tend to provide most of the advertisements. Still guessing the number of users on these platforms? Take away the Fortune 1000, and most of the 5.999 million that remain are small and midsize businesses. And all these business houses have benefitted from Google and Facebook Advertisement. Most of the SMBs lack manpower and time to formulate ads and they need someone to take care of that. Google and Facebook have been extremely effective at reaching target audiences while also being convenient.

What are other major players in Advertisement agencies?

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Recently Twitter and Snapchat began to build advertisement platforms to attract SMBs but still, they are in the early stages of production. Snapchat did introduce the Snap Accelerate Initiative last October to attract the SMBs and the Startups, incubators, and accelerator programs with access to marketing benefits and services. Snapchat recorded a 30 percent increase in its advertisement revenue from the fourth quarter of 2017 through its Accelerator Program.

Similarly, Twitter Launched Promote Mode, its Subscription based self-serve advertising platform. This enables SMBs to play a flat fee of $99 per month to promote their profiles and individual tweets. Twitter is yet to officially convey the figures but labeled the results as positive. Twitter only provides analytics for tweets and followers while Snapchat provides offer data like Story views, time spent viewing, reach, average view time, story view percentage and Popular regions.

What Factors are Mostly used in Facebook and Google Advertising?

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Facebook is the topmost contender when it comes to advertising with the social media channels. With more than 1.5 billion users across the globe and an average of 6 hours per day mean Facebook reaching the target audience ratio much earlier than most others. Facebook tracks the purchase journey via multiple devices even when those transactions occur outside of Facebook. “Facebook is very scalable. The results and metrics are gathered immediately, and you can act on them immediately,” Gallant added. “The interactivity of the platform is immensely powerful.”

But if SMBs are not using Facebook advertisement, they are probably on Google but getting out of these two means finding new sources and that is a daunting task. “While it may be more expensive to advertise on Google, Google is more worth it in our eyes because you gain more visibility and, therefore, higher ad value,” said Joseph Crea, marketing manager of Dumbo Moving and Storage in Brooklyn, N.Y.

Filed under: Advertising

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