Posted by Sheila Shayon on November 27, 2013 01:45 PM
Instagram has wasted not a moment in shifting from a photo-sharing app to videos and now ads, as Michael Kors became the app's first advertiser earlier this month.
The evolving social/photo/video brand is now churning them out on a daily basis with entries from General Electric, Levi's, Lexus and Ben & Jerry's, among others. Michael Kors garnered nearly 34,000 new followers 18 hours after its first of four ads published, followed by a jump to more than 1.4 million followers with three subsequent ads.
But reactions to the paid posts are so far mixed. “Nitrogram analyzed the sentiment of comments appended to Michael Kors's four ads and found there was a roughly equal mix of positive and negative comments on the first. But the percentage on the positive side swelled to 73 percent for the second ad; to 89 percent for the third; and to 64 percent for the fourth," Ad Age reported.
Ben & Jerry's on the other hand, seems to be the clear winner in the ad race, amassing more followers and 'likes' than any other advertiser so far—and their ad comments are on the sweeter side, too.Continue reading...
Posted by Sheila Shayon on November 19, 2013 05:40 PM
If you're still confused about what native advertising really is, you're not alone. In fact, the general topic has become such a great concern that the Federal Trade Commission is convening a workshop on Dec. 4 to hopefully clear up the blurred lines between editorial and ad content that is increasingly confusing consumers.
Native advertising, a.k.a. blended advertising, branded or sponsored content, “is a type of converged media that combines paid and owned content into commercial messaging that is fully integrated into, and often unique to, a special delivery platform,” as defined by the Altimeter Group.
Key to the ongoing conversation is what publishers and ad companies must do to make sure consumers can spot the differences between different types of content. The new approach to advertising is used by practically every web publisher in some form, from brand partner stories on BuzzFeed to sponsored posts on Facebook.
Registered workshop participants include representatives from such brands, as well as NPR’s Bob Garfield, former dean of Columbia Journalism School Nick Lemann, ad-tech companies like Outbrain and Sharethrough, and executives from The Huffington Post, Edelman, and Procter & Gamble, among others.Continue reading...
Posted by Sheila Shayon on November 11, 2013 11:01 AM
It’s a busy day for Starcom, Yahoo and Google as they shake up the status quo in ‘terms of service’ (TOS) and personalization.
A change in Google’s TOS, which went into effect on Monday, enables the online giant to post users’ images and recommendations in some advertisements, while Starcom and Yahoo are partnering to improve the digital video experience in general with greater ‘personalization and relevance.’
As the digital landscape wobbles under an escalating tonnage of content, the Publicis-owned Starcom media agency and Yahoo are joining forces to better leverage audience data to create and target video content across the web.Continue reading...
Posted by Sheila Shayon on October 25, 2013 02:56 PM
Popular photo-sharing app Instagram is easing its way into monetization with the introduction of its first ads, slated to begin running next week. And the Facebook-owned company couldn't be any more careful in its efforts to protect and preserve the Instagram community.
After announcing that ads would become a reality on the platform about three weeks ago, it posted a blog post with a sampling of potential ads from brands such as W Hotels, Michael Kors, Macy's, Lexus, PayPal, Ben & Jerry’s and Levis—the latter of which is using the app to track its novel station-to-station campaign.
The ads will function much like those seen on Twitter and Facebook; clearly marked with a "sponsored" tag in the upper right corner that users can tap to find out more about advertising. Users can also tap the "..." to enable ad settings and feedback.Continue reading...
Posted by Sheila Shayon on October 22, 2013 07:22 PM
NBC Universal teased four 2014 Winter Olympic Games spots this weekend prior to unleashing its full promotional blitz for the Sochi Games.
"All the new spots in some way make you care about the Olympics. Or the athletes. Or some element of the whole Olympic feeling," John Miller, CMO of NBC's sports group, told Advertising Age, adding that the full marketing tonnage of their 2014 campaign, paid and unpaid, will be "the equivalent of three to four major motion pictures."
With more than 500 promo spots planned, the full-court marketing roll-out will include NBC’s two broadcast networks, 18 cable channels, 65 websites and 230-plus broadcast affiliates over the coming months. The four spots follow themes of dreams, dedication and sacrifices of Winter Olympians and feature snowboarder Shaun White, skier Lindsey Vonn and speed skater Shani Davis.Continue reading...
Posted by Dale Buss on September 27, 2013 05:42 PM
The once-staid province of insurance marketing has become one of the most rough-and-tumble arenas of any industry as brands scrap for conquest sales in what has become a highly commoditized business. As a result, the likes of Progressive, Allstate, Aflac and their competitors have become some of the most creative advertisers around.
Allstate, for instance, continues pressing and spreading its effective campaign starring "Mayhem," the personification of—well, mayhem—who reminds consumers all the different ways that mother nature, careless people, and other vagaries of life can wreck their cars, their houses and their plans, which is why they need Allstate.
The brand's latest plan calls for spreading Mayhem across the social media universe via Vine and Instagram in a #ThisWillBeMayhem campaign that features extended content such as photos and videos that work in conjunction with Facebook and YouTube programs. Fans of the brand on Twitter will help the character decide which Allstate commercial will air on Oct. 5 during a college football telecast.Continue reading...
Posted by Sheila Shayon on September 26, 2013 01:56 PM
As more and more brands realize that Twitter and TV go hand-in-hand, major marketers are jumping at the opportunity to create high-visibility video campaigns using the microblogger's Amplify TV product, and the latest to take the bait is the NFL.
The innovative ad product will allow video replays of NFL content in real-time on Twitter feeds of users that are tweeting about the games and league. The service already claims Viacom, Conde Nast, MLB.com, BBC America, FOX, ESPN, The Weather Channel, and CBS as clients.
With ad revenue projected to hit nearly $1 billion in 2014, Amplify is proving to be the missing link for Twitter's growing ad business, sharing revenues with programmers.Continue reading...
Posted by Sheila Shayon on September 23, 2013 06:52 PM
Twitter is in full courting mode as Advertising Week opens up in New York, with its headliner ad product Twitter's Amplify.
Amplify enables brands to sponsor short video replays in real-time on Twitter feeds. "Now we are able to talk about how to make money together and how to give sponsors an interesting two-screen approach to things," said Glenn Brown, Twitter’s executive spokesperson for Amplify, according to the Wall Street Journal.
Amplify’s first network partners include A&E Networks, BBC America, ESPN and Fox Sports. CBS is also making use of the platform, featuring video sneak peaks of several new comedies on the network, along with the launch of #CBSTweetWeek, which will see stars from CBS shows Hostages, NCIS, and others interacting with fans. "We see a connection between increased Twitter activity and increased ratings," Marc DeBevoise, EVP/GM CBS Interactive, told WSJ. "The problem is, we can't tell which is doing which."Continue reading...