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As a result of such “programmatic” buying, advertisers often are in the dark about where their ads end up. Advertisers can opt out of certain sites, of course, but only if they affirmatively place them on a blacklist of sites. So when an ad appears on Breitbart, Sleeping Giants or one of its 109,000 Twitter followers and 35,000 Facebook followers flag the advertiser, often accompanied by an image of the sponsors’ ad next to a Breitbart story. The other day, for example, a Sleeping Giants follower tweeted at Country Inns, informing the hotel chain that it was advertising on “the racist Breitbart site.” Within a day, the company tweeted back: “Thank you for your concern. . . . We have added Breitbart to our blacklist of ads.” This apparently happens a lot. Sleeping Giants’ database lists nearly 2,900 companies that have declared Breitbart off limits since November — an astonishing figure, though one hard to confirm because some ad buys recur. Nevertheless, it’s not an implausible number. During one 24-hour period, advertisers such as the air-conditioning manufacturer Rheem, transport operator Caltrain, Sutter Health Plus and Rose Medical Center of Denver all publicly acknowledged that they had blacklisted Breitbart in response to a Sleeping Giants tweet....
In summary, here are the key takeaways from the infographic below that tells us the latest shifts in digital advertising this 2017: - Increased usage of mobile ad blockers
- Increased monetization of Google AMP and Facebook
- Instant Articles
- Revenue on desktop advertising will continue to level down; Mobile advertising will experience massive growth
- Google and Facebook continues to be the most utilized platform in digital advertising
- Programmatic advertising will gain more popularity
- Outstream videos will gain more popularity
- Increased utilization of Chatbots....
Hey, remember the good old days before smartphones? That golden age where you actually had to use a landline to contact friends, use paper maps and log on to a whirring desktop computer to access the Internet? Well, guess what, many of today’s young influencers and consumers of the future don’t.
In fact, even if your earliest memories of a mobile phone are a chunky Motorola, you could probably take a tip or two from the younger generation to inform your content marketing efforts. Why? Because they are the connected generation, brought up on social media and smartphone use. They will see your snake game and raise you a Pokemon or three and this is all from the age of 11.
Of course, your target audience might not fall into the teenage or early twenty-something bracket. But in a world where Eric Lassard, a boy of 12, has (amongst other ventures) launched an app, social platform and is publishing his second book, ‘From Dublin to Silicon Valley’, perhaps your business might pick up a tip or two straight out of the mouths of babes. For connecting with millennials and those that come after is the future of your business…
Riddle me this: Why do people buy quarter-inch drill bits? While there are a million possible answers to this question, Leo McGinneva offers perhaps the most interesting explanation. "They don’t want quarter-inch bits. They want quarter-inch holes," he explains. This notion suggests that as consumers, we aren't after all the bells and whistles as much as the solutions they provide. In other words, we don't want to know what brands are selling, we want to know what's in it for us....
Some of my takeaways?
LinkedIn, for example, provided an excellent return on B2B ads, while Google still reigned supreme for B2C. StumbleUpon’s conversion rate for paid products was woefully low.
The top three paid ad spots on Google’s SERPs, for example, get 41% of the clicks. Even the best SEO techniques will only expose you to 59% of the viewing audience, and Google’s knowledge graph and infoboxes are quickly cutting into that as well.
Marketing professionals across the board agree that pay-per-click advertising works. The hard part is getting set up with a solid PPC plan to serve as your foundation.
We need to know how much to spend, when to spend it, where to spend it, and how to spend it correctly.
Those are tough calls to make, especially if you’re a paid advertising newbie. The paid platforms can be complicated and confusing. What do you do with all these options, data, and metrics?
The shift in focus to paid social media content is redefining, yet again, the role of the PR professional—a topic that Kellis will dive into in his opening Wake-Up Call session at PR News' Big 4 Social Media Summit, which will be held in San Francisco on Aug. 10. In a way, paid social is bringing public relations full circle.
"At least at Clorox, earned media now comes from creating social media ads that people will share," says Kellis, who leads the social media function for all of Clorox’s brands, including Hidden Valley, Clorox-branded products and Glad. "In the past, we’ve done PR around advertising in magazines and other media. That’s what we’ve come to with social. We’re doing PR to get earned media impressions from the sharing of social media ads. The earned part is critical, because we’re no longer measuring organic social campaigns—that’s completely out the window."
The idea of reimagining and reinventing everything we do, across our entire industry, for a connected world of billions, sounds like an incredible opportunity. It also sounds like an incredible amount of extra work. Do we really need to reinvent everything? The answer is, happily: no. But we do need to learn how to connect. For all of the hyperbole, the world really is changing. OUR NEW NORMAL Klaus Schwab, chairman of the World Economic Forum, refers to the present era of connectivity as the "Fourth Industrial Revolution." The first Industrial Revolution was powered by water and steam, changing the way we built things. Electricity powered the second and enabled mass production. In the third, electronics and information technology accelerated scale and complexity. Now we are in the fourth, an era of connection between our physical, digital, and biological worlds; a new phase of massive creative potential, where everyone has the power to share anything with anyone. This era brings with it an avalanche of new, creative ideas and opportunities....
Big-budget advertising used to be the exclusive province of, well, brands with big budgets. But no more. Now, thanks to classifieds mobile app letgo, anyone can sell any old piece of junk with a commercial that will knock a buyer's socks off. Letgo and agency Crispin Porter + Bogusky just introduced the "Commercializer." It's an ingenious addition to the second-hand selling app that takes whatever you're trying to offload and seamlessly inserts it—using motion blur, image blending, motion tracking, color correction and rotoscoping technology—into one of four comical, big-budget ad parodies. You choose a theme—'80s action-movie trailer, home-shopping segment, prescription-drug ad or overwrought perfume spot. Then, the Commercializer scrapes your letgo profile and specific listing to integrate the item you're selling, its description and price into an amusing ad that you can share with friends. ...
Do you know where to spend your social media marketing dollars? Wondering what works for other businesses? In this article you’ll discover recent insights on the efectiveness of paid social media marketing....
Do you remember anything at all when you watch ads -- or is the experience a hazy blur? The fact is, consumers rarely remember a product -- they remember stories, which may inspire the use of the product. That element is what online advertising is lacking. Two weeks ago I talked about the value of complementary storytelling vs. disruption. For advertising to be as effective as it can be, ad stories need to align with the content so that it, along with targeting, ensures relevance of the message in a way that elicits a response.
I also want to remind advertisers to spend the extra time to tell a story that inspires consumers, rather than simply telling them about your product. I don’t mean that all ads have to move you to tears. I’m referring to inspiration in the manner of a quiet...
Hearing the term “ad tech” makes most people think of data science and complicated formulas. While there’s a kernel of truth to this, ad tech is so much more. Over the last few years, it’s attracted a lot of outsiders, and the result is a much friendlier set of tools with an agency-esque ease of use.
Because of this, we’re now seeing companies and people move closer together in advertising transactions, eliminating barriers and unnecessary middlemen.
Ad tech opens you up to many opportunities. You now have a greater, more valuable ability to optimize, analyze, and offer companies behavioral data on the people who matter most to them. It’s still about targeting an audience — just across multiple touchpoints and platforms, with far richer data.
As long as you understand where you fit in this new digital landscape, you should be fine. But it takes a shift in focus, and you’ll need to familiarize yourself with the advancements and trends in this emerging industry. Here are four essentials you must keep in mind...
Face it, we all end up with the occasional unwanted gift, and returning them can often be more trouble than it's worth. But Zappos is trying to fix that.
For the first 500 callers to (800) 927-7671 between 11 a.m. and 11 p.m. Eastern on Saturday, Dec. 26, the online retailer will offer a $100 Zappos gift card in exchange for any unwanted present you might have received, regardless of where it was purchased.
If you're one of the lucky 500, Zappos will send you a pre-paid return label that you can use to mail in the gift (which still needs to be in its original packaging)....
Public service advertising doesn't often go viral (indeed, PSAs rarely appear on Google and Adweek's monthly leaderboard of the most-watched ads on YouTube). But the Ad Council knocked it out of the park last month—notching almost 50 million views (it has since topped that) for the R/GA-produced "Love Has No Labels" spot.
Samsung, which often dominates the leaderboard, placed another two spots in March, battling Durex's "#Connect" ad for the No. 2 slot.
Elsewhere, Geico's unskippable pre-roll ads proved to be just that, as the family-dinner ad got more than 5 million views. And YouTube itself placed two spots on the March list, for one of its #DearMe spots and for YouTube Music Awards welcome video.
See all 10 spots below....
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YouTube—the cause of … and solution to … all of content creators’ problems. If Homer Simpson would permit us to repurpose his infamous toast, it evokes a familiar sentiment with YouTubers when they think about the mother ship. There’s no doubt that YouTube’s platform provided an essential foundation to launching the creative revolution we’re currently experiencing. And it is undeniable that through initiatives like its YouTube Spaces program, it has sought to democratize the production resources that large studios and agencies have leveraged to achieve their creative vision since the advent of television. However, despite all of its incredible contributions to digital content creators, its history will at least in part be defined by its substantial failures. Many of these can be traced back to Google’s obsession with driving all of its properties back to the AdWords platform....
In June, the brand's premium Elit vodka line started analyzing Google Trends data to zero in on online chatter and use it to crank out stylized posts of bottles, martini glasses and recipes. For the holidays this year when searches for martinis and vodka cocktails spike, the brand is enlisting such data to inform an Instagram campaign called Elit Live Social Lab. If a recipe for a chocolate martini is trending online, for instance, Elit's social team will whip up and post a picture of a chocolate drink within 24 hours. Brand manager Lauren Ryan said that when it comes to which social platforms Elit prioritizes, "Instagram is first and second for me, and Facebook follows," because the visual platform is particularly conducive to targeting luxury consumers. "If you take too much time, that conversation is over and you miss it," Ryan said. "When we saw this as a way to approach social, we knew that it would only work if we flagged these conversations and said, 'OK, we're going to tap into this today, but this is our only day.'"...
Our industry faces a well-known duopoly, with Facebook and Google commanding an ever-increasing share of digital ad spend, both in the U.S. and globally. I recently dug into the data and forecasts available, to better quantify (for my own benefit and hopefully yours!) just how much Facebook and Google are eating digital.
Global ad spend, across all channels (digital, TV, print, radio, outdoor, etc.) is growing annually on average by 5.6 percent from 2015 to 2020, and will reach $674 Billion from $513 Billion in 2015.
The U.S. market will represent 35 percent of the global ad market, reaching $234 Billion by 2020 with a slightly slower growth rate compared to the global average, at 5.0 percent from 2015 to 2020. This is expected as rapidly developing markets in the East and a growing middle class represent new markets on which advertisers can focus.
45% Of U.S. Ad Spend Will Be Digital
33 percent of ad spend in the U.S. was digital last year and that is expected to reach 45 percent by 2020. In real numbers, that’s a $60-billion market growing to $105-billion, with a Compounded Annual Growth Rate (CAGR) of 11.9 percent.
The growth of digital is more than 2 times higher than the growth of the overall ad market, which represents a tremendous opportunity for digital businesses. More people are accessing content online and more advertisers are spending their budgets online. Will the rising tide lift all ships?...
The Interactive Advertising Bureau and Edison Research today are releasing new stats on how consumers listen to podcasts and respond to audio-based advertisements. The new report gives marketers a peek at sentiment about podcast advertising from a poll of roughly 1,000 listeners. More brands and media companies than ever are investing in podcasts, but they're not getting the same types of metrics about audio advertising that other types of digital ads provide—like clickthrough or view rates. While advertisers can see how many people download a podcast, they don't know how long people spend listening or whether they skip over the ads. Per the report, 65 percent of listeners said podcast ads increase purchase intent while another 45 percent said that they're likely to visit an advertiser's website after hearing an audio promo. Another 42 percent of listeners said they would consider a new product or service after hearing a plug for a brand, while 37 percent use podcast ads to help research brands. When it comes to how consumers listen to audio programs, 70 percent said that being able to listen to them on-demand is "very important," and 58 percent said they like being able to listen to exclusive content they can't get elsewhere....
It's no secret that internet users are no strangers to seeking out the information they need online -- in fact, Google now processes over 40,000 search queries every second.
And as the volume of search queries continues to climb, advertisers are recognizing an opportunity to introduce a number of different types of ads. (Think: pop-up ads, autoplaying video ads, and the dreaded mobile ad that takes up the entire phone screen.)
As a reaction to some of these disruptive online ads, internet users have started installing ad blocking extensions by the millions. In case you're wondering: Ad blockers scan websites for advertising code to prevent them from loading on a browser.
To help marketers get a handle on the state of ad blocking today, HubSpot Research dove deep into the issue to create this report. Below, we've outlined some of they most noteworthy statistics and takeaways from our research to get you up to speed quickly....
Perhaps most reflective of this has been the award-winning juggernaut of REI's #OptOutside campaign, which won the Titanium Grand Prix on Saturday. If for some reason you weren't one of its 6.7 billion media impressions, essentially the company closed its doors on Black Friday, encouraging its employees and everyone else to get out into the outdoors. Beyond the ad, starring REI chief exec Jerry Stritzke introducing the idea from a wide-open office, the brand also created a helpful online guide to hiking trails and other outdoor activities around the U.S.
By encouraging us to drop out of the annual shopping day, the outdoor retailer aims for more sales and brand loyalty. The company said the brand's social media impressions went up 7,000%, with 2.7 billion media impressions in 24 hours, while overall the campaign attracted 6.7 billion media impressions, 1.2 billion social impressions, and got more than 1.4 million people to spend the day outdoors. Meanwhile, more than 150 other companies joined REI to close their doors on Black Friday, and hundreds of state parks opened up for free.
If Cannes is the ad and marketing industry's Oscars, than this is arguably Best Picture. The Titanium category is meant to honor work that breaks new ground, crosses boundaries, and pushes the industry forward. The win adds to the campaign's Media and Promotions Grand Prix, picked up earlier in the week, and its run of wins at other industry awards like the D&ADs, and Best of Show at the One Show awards in May....
Native Insider: Part of the challenge with "native" is that each organization has a different understanding of what it is. For the purposes of the research, what is your definition of native advertising?
Wu: In our study, we defined native advertising as sponsored content, which features content that is similar and consistent with publishers’ content and is often consumed by readers like non-sponsored content. I agree that there are also other types of native advertising, such as sponsored social media posts or sponsored hyperlinks. We focused on sponsored content because it is widely adopted by many news organizations, including very reputable ones like The New York Times.
Native Insider: Your research found that when content was identified as native advertising, readers expressed a lower opinion of the media outlet it was published in. However, the reputation of the company being promoted was not affected. Can you elaborate on this finding?
Wu: I think this was one of the most interesting findings in our study. We originally expected that both companies and media outlets would be negatively influenced. However, the media outlet was the only source that was affected. On one hand, this indicates that readers are not surprised by the sponsored content from a company, since similar covert marketing techniques have been utilized before, such as video news releases....
The first ever TV ad was for Bulova watches and was broadcasted in 1941 on American screens. But do you know how digital marketing started? Commercially available desktop PCs started to enter homes only in the 1980s. And in the 1990s, web 1.0 platforms and the internet started to take shape. Soon enough Google and Blogger were founded in 1998 and 1999 respectively. And online marketing has evolved rapidly ever since. As per Adobe’s 2013 survey of marketers, 76% respondents believed that marketing has changed more in the past two years than in the last 50. But only 9% believed that their digital marketing is working. That’s sad. The good news is that you can perform your marketing much more efficiently. You need to observe the digital landscape intently and adapt to fulfill your audience demands. I’ve put together 11 alarming statistics to help you adjust your online marketing strategy for 2016....
Not sure how to get started? Successful Instagram ads need to have two important elements: inspiration and information.Inspiration is what causes viewers to stop and look at your image while scrolling through the feed, while the information is what drives them to take action. When combined properly, these two elements create a powerful duo that seamlessly fit with the character of Instagram.To create your own look, there are free design applications such as Content Creator, that allow you to use beautiful templates and design professionally looking ads from your iPhone and iPad in minutes. Keep in mind these 7 tips when creating your next Instagram ad;...
The reason people hate advertising is because of the pushy nature of messages. Shoving irrelevant pop-ups in people’s faces is a huge turn off. But, a smart marketer like you can marry these two strategies to effectively expand your brand exposure.
Rather than shouting in your ads to be heard, you can invest your precious dollars to launch precisely targeted campaigns and get your brand in front of the right people. That’s the real power of paid advertising. You can clearly measure your results and optimize your campaigns to keep reaping more revenue.
And that’s the reason I experimented with 7 different paid acquisition channels for acquiring new visitors while working with Timothy Sykes. 5 of these channels created positive ROI (remarketing campaign to get visitors back to Tim’s website got a 218% ROI). Paid advertising had a major contribution in making Tim $1.2 million extra in profits....
Thanks to online video, there are more ways than ever for fans to indulge their passion for football before, during, and after the big game. While TV is the place to catch the action live, YouTube is the place to catch it in the days, months, and years after. In fact, consumers choose YouTube as their preferred online destination for game day ads.2 Why? It's the place to go deeper—to catch commentator analyses, to go behind the scenes, listen to interviews, watch highlight reels, and more. In fact, if you totaled up all the minutes of football content on YouTube, it would take more than 2,000 years to watch it all.
But football fans don't just turn to YouTube for sports content. YouTube is the fan favorite for finding everything football-related, from the highlights of last week's game to a hilariously bad lip reading of sideline comments.
To examine how fans consume online video during the millions of I-want-to-know, I want-to-do, I-want-to-buy, and I-want-to-watch-what-I'm-into moments that occur throughout the season, we analyzed YouTube viewing behaviors. Here are three key insights to help you reach and engage football fans....
According to a new study by Marketo, consumers are fed up of the generic messages brands repeatedly blast at them.
The study, which surveyed 2,200 global consumers, found that a whopping 63% of respondents said they are highly annoyed by the way brands continue to blast out generic messaging repeatedly, and 78.6% of consumers say they will only engage with a brand’s coupon or offer if it directly relates to how they have interacted with brands previously.
Marketo found that the two things brands should do to make advertising more appealing to their audience were show ads less often, and make content more personalised and relevant based on consumer behavior across other channels and interactions....
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Sleeping Giants is anonymous, but its approach to killing Breitbart’s advertising has been effective.