Marketers have an opportunity to amplify their brands with addressable connected TV advertising that boosts influence and emotional connection at an individual and household level through ad relevancy and interactivity, writes VDX.tv CEO Dilip DaSilva. "Heightened relevancy magnifies a brand in the minds of consumers by making them feel that the brand is talking directly to them," DaSilva writes.
Gap's back-to-school "Individuals" campaign features a 30-second spot starring Memphis, Tenn., elementary school teacher David Jamison, known as "The Dope Educator" via viral videos, greeting his class with handshakes and dances as they chant their mantra: "Who are we? The Rockets! The Rockets are? Respectful and responsible, optimistic, collegiate, knowledgeable, engage with enthusiasm, trustworthy and striving for success." The push is running across social and streaming TV, billboards at schools and in Times Square, and on the windows of the retailer's stores.
Brands and ad agencies are employing creative social strategies to stand out amid a highly competitive job market to entice job applicants who seek brand purpose and quality of life benefits, in addition to salary. Spin Master launched a meme campaign to boost its game division marketing team, while Chipotle is attracting Generation Z candidates with social apps, TikTok Resumes and a virtual job fair that yielded 24,000 applications.
Ryan Barwick highlights the rise of ride-share vehicle advertising opportunities that include Lyft's current 2,205 screens in six major cities, along with newer players such as Adway's test of projecting ads on the sides of 20 vehicles in Santa Monica, Calif. Barwick also summarizes costs for various ride-share campaigns and predicts an uptick in brand trials as individuals return to normalcy.
Brands continue to gravitate toward TikTok to diversify their social media efforts but are primarily relying on organic activations instead of advertising because TikTok doesn't offer the targeting and metrics that brands get from Facebook and other digital channels. Quirk Creative CEO Meryl Draper says some brands are "starting to take TikTok seriously because they've been able to go viral on the channel" while others are still being cautious with small budgets to determine if they can scale up.
Twitter-owned mobile platform MoPub is launching Twitter Audience Index for audience targeting that's curated from 25 interest categories and approximately 350 subtopics. "With Twitter Audience Index, we are able to bring a differentiated targeting capability utilizing proprietary mobile signals that fit seamlessly into the buyer's existing programmatic workflow," wrote Twitter's Jon Cooke and Phyllis Huang in a blog post.
Almost half of business-to-business technology decision-makers surveyed by LinkedIn plan to eliminate or reduce their spending, with 44% saying their buying journey is more than a year. The top three ways that B2B buyers learn about new products is, in order, peer reviews, working with vendors and ads.
AT&T has introduced FirstNet Messaging, which allows for secure text messaging, along with MissionKeeper for Public Safety, which facilitates streaming of video from drones and robots. Officials said FirstNet Messaging is end-to-end encrypted and can send messages outside of FirstNet, although such messages may have different security options.
AdQuick CEO Matt O'Connor predicts the current race back to out of home media will continue through the remainder of the year as consumers become more comfortable venturing into public spaces, and OOH will become more affordable as TV and digital ad rates rise. OOH media also will become more viable as digital channels such as Twitter undergo major changes and OOH providers become flexible with "dayparting, granular audience targeting, and instantaneous creative swaps," writes O'Connor.
Chief marketing officers are breaking down internal silos, changing product or service offerings, streamlining processes and crafting more authentic messaging to improve business performance, according to a Designit global study. Most CMOs also are trying to align their brand with changing consumer sentiments, demonstrate a return on investment and be agile to adjust to market changes.
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