Philip Valloyas-Tiongson. #Advertising World Weekly. Coca-Cola Makes New Pledges to Fight Obesity. It hasn't been a great year for soda makers. Accused of being one of the major causes of obesity, food nutritionists have all but declared war via campaigns that mocked the Coca-Cola bears and pleas to Beyonce to turn down a lucrative marketing deal with Pepsi. And New York Mayor Michael Bloomberg almost succeeded in banning the sale of soft drinks over 16 ounces. Trying to turn around soda's fat image, Coca-Cola used its 127th anniversary to promise to fight obesity by not advertising to children under 12 anywhere in the world (a commitment it already made in the U.S.) and offering low or no calorie beverage options in every market where it does business. The company also vowed to provide transparent nutrition information with calorie counts on all packages and support physical activity programs in all 200 countries where Coca-Cola is sold.
"Obesity is today's most challenging health issue, affecting nearly every family and community across the globe. Digital Buyers Implore Ad Sellers to Get Their Act Together. Last week the online ad industry was abuzz over the Digital Content NewFronts. For the most part, buyers raved about the improved quality of the video content peddled by the likes of AOL, Yahoo, YouTube and Hulu. And the collective buzz definitely seemed to elevate the medium's profile, though some complained about overkill or a lack of breakout, hit-worthy content. Now comes the hard part. In an open letter to the big digital video content companies, a copy of which has been obtained by Adweek, top buyers from Digitas, UM, Carat, GroupM, Zenith, Starcom and OMD urged ad sellers to do better.
The group, which included UM's chief media officer David Cohen, Amanda Richman, Starcom USA's president of investment and activation, and John Nitti, Zenith's president of activation, called on industry sellers to promote their host of new Web series and make them much easier to buy and measure. But these hits must be understood and sold through to clients. See the full note below: Date: May 8, 2013. Facebook Adding Auto-Playing Video Ads. Agencies Ready for the 'Year of Experiential' | Agency News. 10 Ways Silicon Valley Culture Can Reinvent Advertising.
One year into building our agency, Enso Collaborative, we’ve learned a lot from our clients in Silicon Valley--and a lot of what we’ve learned is antithetical to the traditional advertising agency model and culture. We’ve come to believe if advertising agencies followed the culture and approach of Silicon Valley, then agencies, brands, and people would benefit, so we decided to share what we’re learning. We’ve identified several key shifts. Among them: From "always be closing" to "always be in service of the user" Whereas traditional marketing is about driving sales (more units per person), which can create an adversarial relationship with people (selling to consumers), another approach to marketing can be in recognizing a real cultural need and developing a solution that meets that need.
It’s about maximizing human value in alignment with financial value. From incrementalism to setting really big, meaningful goals Everything we do starts with an open Google doc. Advertising Analytics 2.0. Artwork: The Office of Creative Research (Mark Hansen & Ben Rubin) Moveable Type, 2008, Vacuum-fluorescent display screens, each 8" x 5", New York Times building lobby; sentences and phrases that have appeared in the Times One of our clients, a consumer electronics giant, had long gauged its advertising impact one medium at a time. As most businesses still do, it measured how its TV, print, radio, and online ads each functioned independently to drive sales. The company hadn’t grasped the notion that ads increasingly interact.
For instance, a TV spot can prompt a Google search that leads to a click-through on a display ad that, ultimately, ends in a sale. To tease apart how its ads work in concert across media and sales channels, our client recently adopted new, sophisticated data-analytics techniques. That sort of insight represents the holy grail in marketing—knowing precisely how all the moving parts of a campaign collectively drive sales and what happens when you adjust them.
ComScore Says 5.3 Trillion Ads Shown In 2012, But 3 In 10 Are Never Seen. ComScore just released its Digital Future In Focus report for 2013, offering a broad swath of data in areas like social networking, search and mobile. But the most interesting finding, at least to me, involved display advertising — that 5.3 trillion impressions were served in the United States, but three in 10 are never actually rendered in-view. That’s consistent with what comScore said in last year’s report when it found that 31 percent of ad impressions are never seen by consumers. Even though this is ongoing issue, the report says we should “look for advertisers to demand more accountability and publishers to reconfigure their site design and ad inventory to improve performance in the coming year.” More broadly, large advertisers are getting smarter with their ad buys, comScore says, using programmatic buying and improved targeting, so they don’t need to increase their ad buying as much as in the past.
Who are these large advertisers? There’s lots in the report beyond advertising. ARF Mobile. Ptiongson : These annoying things still... From Good to Great Communications: How Emotions Can Help | Ipsos Ideas Spotlight. Recently, I was asked by an industry peer what really made for great communications. I couldn’t help but reflect on the ads that mattered to me, and that influenced my decision making. The ads that I remember first really paying attention to when I was much younger were the classic long distance commercials. Do you remember them? The tear jerkers? And yes, they did make me cry. Now, if someone questioned my seemingly irrational choice of landline and long distance provider (they are one in the same), especially when I could be getting such cheaper rates or using just my mobile, my answer would be steeped with emotion. And that is what makes me, and all of us at Ipsos ASI, so passionate about advertising – the ability for a great piece of communications to build brand resonance that is so lasting it can influence a brand decision more than 20 years later.
So how can you ensure you leverage emotions to build your brand? Digital devices complement TV. Twitter Launches Self-Serve Advertising for Small Businesses. Twitter announced on Tuesday that a select group of small business can begin using its self-serve advertising platform to create promoted tweets and promoted accounts. All of the companies with initial access to these promoted products will be American Express merchants and cardmembers. The credit card company partnered with Twitter to launch the new platform, offering early access to its customers and a $100 credit for free advertising to the first 10,000 businesses to sign up. American Express will notify the first batch of small business who have access to the platform starting Tuesday, and the number of eligible businesses will increase throughout the next weeks. Promoted Accounts suggest a brand's Twitter account to users with interests similar to those who are already following the brand.
Promoted Tweets take an existing tweet from a brand's account that is inspiring a lot of engagement and promotes it in search results. The “Mad Men” Years Are Giving Way to the “Math Men” Era - Chris Moore - Voices. “Advertising is based on one thing: Happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams with reassurance that whatever you’re doing … It’s okay. I wonder what Don Draper would think today when the 23-year-old digital media buying whiz quips back, “Maybe, but let’s load it up into the system, along with 5,000 other versions of copy, and measure how many Facebook ‘Likes’ it drives within our target demo.”
I love the “Mad Men” version of the ad business. For years, digital ads were bought and sold by young media buyers from ad agencies and smooth salesmen from online publishers and networks, sealed over the modern version of the “three-martini lunch.” It all started in search, where Overture introduced (and Google perfected) a keyword ad marketplace for search pages.
Since then, several major advances in advertising technology have further enabled the Math Men: Viewpoint: Have We Killed Brand Advertising? | Al Reis. The 20 Most Hilarious And Clever Print Ads Ever.