Second Screen Ad Platform About To Rock Your Media Plan
This is awesome:
Advertisers now have the opportunity to trigger advertisements on second screen companion devices based on live TV content.
OMG. Yayyy!
OK, breathe Gi-Gi. The press release goes on:
The dual-screen video ad platform allows applications running on second screens, such as smartphones and tablets, to automatically recognize the content being played on the ‘first’ screen, the TV, and synchronizes with it. Upon synchronization, specific and relevant content can be triggered to the second screen enabling consumers to benefit from enriched brand engagement, without any interruption to their primary viewing experience.
If you’re in media planning or work at a network, things are about to get much more interesting. Go read the whole thing.
From my days in publishing and as a digital brand strategist, I have a keen eye for these ad trafficking fails, too. via experiencebrands:
pretty poor ad placement, don’t you think?
kind of underlies the importance of not relying solely on logarithms and machines. sometimes a human touch is important for a positive brand experience.
I’ve seen worse of course when brands give their media buying shops free reign to buy across third-party exchanges. Oh! the things you’ll see. But on the publisher side, they need better, smarter CMS tools that ‘talk to’ their ad servers, which is shockingly, rarely the case.
reblogged from experiencebrands
Where Are You Going, Where Have You Been?
According to AdWeek, location-based targeting will redefine behavioral targeting sooner than you think. This article touches on a few examples of campaigns that really only scrape the surface of what’s to come.
Did not expect to cry over this. Totally did. Absolutely brilliant storytelling.
yeah yeah. the flash mob has been done to death and then done to death from beyond the grave, but this is really lovely.
maybe i’m a sucker for hockey, maybe it’s the lapsed canadian in me, but giving a couple of amateur teams in small town ontario the game of their lives — pretty great.
nice work, bud.
Crying? Me? Yes, absolutely.
(Source: youtube.com)
reblogged from laughterkey
reblogged from courtenaybird
Because that’s what we really need: more advertising beating you over the head with antiquated gender roles. Thx, Dr. Pepper!
Just when you think advertisers couldn’t possibly be any more tone deaf.
You’d think CEOs (or at least advertising/marketing people) would be paying attention to all mistakes other companies make.
It’s like the ‘boys only’ tree house for the soda industry. Root beer for life, y’all.
reblogged from newsweek
Declaring the Dodo
Linkbaity headlines like Ad Campaigns Are Dead rarely get me but I had to give this one a rigorous once over before just shouting “No, they’re not!” at it.
Turns out, most of the commenters felt the same way: As one Mr. Hinkle puts it, “This is another in a long line of articles declaring that everything but social media or digital is dead - almost always written by someone engaged in and with a vested interest in social media or digital. I’m sure print was pronounced dead when radio came out and radio when television came out.”
I’ve worked in social media and advertising a little bit and it stands to reason I’d be all up in agreement with the “Ad Campaigns Are Dead” dudes but I’m just not. I am a firm believer in great campaigns and believe they have a time and place. Just as well-conceived social media campaigns can meet the goals set out in the brief. But I’d be very wary of any marketer trying to tell you that you must “join the conversation” or even that you have to “leverage listening platforms.”
Brands like Apple don’t need to be all up in Twitter and crowd sourcing product ideas, getting bogged down responding to Facebook comments. Brands like Apple are monolithic and they can be. The fanboys create and police their own communities. When a brand like Apple has something to tell you, they’ll tell you. These brands are the tastemakers and define what the market desires… they’re not making faster horses.
Chasing down share rates, likes, pass-alongs, check-ins, comments, third-party video views is hefty stuff and yes, it can provide more insight than GRPs. But it can also create an awful lot of noise. (I’m saying this because I’ve used and built tools and teams to do this work.)
The article’s author goes on to say that campaigns dying yields to brand-initiated movements: “Suddenly, it’s no longer about the “campaign.” Rather, it’s about understanding the social influence of your own loyal consumers.”
I’m almost entirely focused on “movements” right now — what motivates customers, consumers, charitable donors, cause supporters — and social media is an amazing medium to stir movements. But advertising will fail if the people behind it think the public can withstand shilling masquerading as a movement. (Yep, I bolded it.)
People are used to advertising and we’ve come to live around ad campaigns. We know that advertising wants to move product off a shelf and tell us about breakthrough innovations and solutions and actually, at times, we welcome it. I won’t I start listing great examples of current-day ad campaigns that omit Facebook Connect or viral videos, but there are plenty of them that didn’t need anyone to crowd-source a bloody thing in order to exceed their market or CMO’s goals.
OK. Phew. So along with most of the commenters, I’m suggesting ad campaigns are not in fact dead.
PS. for the love of God, can we please ask editors that while they’re red-penning and crossing out dead declarations from headlines they’d also remove all and any references to Mad Men and Don Draper.
When Your CMS Fails You (Or Your Readers)
Sad and illuminating article on Forbes Woman today: Eating Disorders And The Executive Woman.
Unfortunately, the publisher is using what I assume is a CMS to run promoted content throughout the site. Like an ROS ad, their galleries populate the left rail of the articles and the editors probably have little to no control or awareness of what they will be. At least, this is what I have to assume when seeing this:
Seeing this reminds me of a time many years ago at AOL, when the network was transitioning from what was code-named “rainman” pages to standard HTML pages, so we could sell IAB standard ads across all of the content — including the communities (message boards, chat rooms, journals/blogs, landing pages etc). The good people in ad sales had done a major ROS deal with a diet drink (or meal replacement brand… whatever they’re calling themselves these days) and to our astonishment, had included a roadblock of banners throughout our eating disorders communities.
Within minutes, we sounded the alarms and switched to house ads and I’d like to think that was the only time something like that ever happened. But I suppose in big organizations with ad inventory and editorial teams working far apart from one another, it is bound to happen.
So it bemuses me to see content being handled like ad inventory and this type of insensitivity occur.
vai laughingsquid
Love this. Good, old-fashioned experiential. More brands (entertainment and luxury) should explore these types of promotions. Imagine getting into subway car environments rather than a car that has simply been outfitted with a handful of display ads.
reblogged from laughingsquid
Nicole Miller Shifts 100% Ad Budget Online
“We’re in a revolution,” said Nicole Miller CEO Bud Konheim, who is now focused on generating buzz on social-networking sites and fashion blogs such as Refinery 29, Polyvore and Who What Wear. “A year ago, we were basically doing zero online.”
Read more: http://www.nypost.com/p/news/business/fashion_forward_8WFoyMljErPqwQZRsYkznL#ixzz1XCPBMRlR
