Category: Advertising & Marketing

Why I love advertising: a farewell to Marketing

by  on  in Advertising & Marketing

I remember the first ad I really loved. Thousands of coloured bouncy balls bounced down a San Francisco street. They bounced off cars and windows, with the cityscape standing proudly in the background. The colours were luminescent and lit up the sky. José González’s cover of Heartbeats was the perfect accompaniment to the visual. And then, it ended, with the perfect tagline ‘Colour… like no other’. The ad was for a Sony TV. 

I was in awe. It was enthralling that a story of colour had been told in such a significant, beguiling and simple way. I realised at this point that ads weren’t just really fast selling points being yelled at me through the TV, but they were a chance to tell a story in 30, 60 or 90 seconds. It pushed storytellers to tell an entire plot in a tiny window. 

Perhaps to a TikTok generation this isn’t seen as a feat of any kind, but it is. Ads have to be tied to a brand or a product, they have to resonate with the audience, and hit key demographics. They have to be beautiful or funny or irreverent. If they’re not sexy then they should be entertaining. Or both. Or even emotional. 

Ads are also universally hated. 

Perhaps the hardest road block of them all is that people hate ads. They’re the time in a TV show when you nip off to make a cuppa. YouTube gives you the chance to skip ads. You can download ad blockers. Ads are bitched about as being irritating, louder than the TV program or completely missing the point. 

That’s why when an ad resonates it’s an incredible achievement. It can cut through all the noise, targeted marketing and advertising that you’re exposed to every day and leave you with a

… Read More ...

Digital Audio Advertising: A Vital Component of Your Next Multi-Channel Marketing Strategy

by  on  in Advertising & Marketing

The world of audio is changing, and the possibilities for advertisers in the space are growing. In this article, Kym Treasure, founder & CEO of Audacia Audio, delves into the significance of digital audio advertising in today’s dynamic marketing landscape.

For the first time streaming, on-demand audio has passed linear audio listenership. According to Edison research as of the end of Q2 2023, 50.3% of all daily audio time consumed by those in the U.S. age 13+ is now on on-demand platforms and 49.7% is on linear platforms. In 2023, there will be trillions of on-demand audio streams annually. While global markets will have varying shares, streaming audio has now become a fixture in the lives of many globally as they soundtrack their lives – be that relaxing, learning, commuting, working out, partying, or anything in between.

Kym Treasure, founder and CEO, Audacia
Kym Treasure, founder & CEO, Audacia Audio

Though the above statistics should not point to traditional audio one day reaching zero and on demand being the only way people consume audio – it’s likely people will always have demand for some form of directed radio – this habit change is creating opportunities for marketers to engage audiences in moments and ways previously impossible. With numerous channels available to interact with target audiences, integrating digital audio advertising into a multi-channel marketing strategy is becoming increasingly indispensable. This can become all the more powerful when activated via programmatic technology – allowing for greater targeting control, flexibility and speed to market. 

Audio advertising includes podcasts, radio, music streaming and even within gaming platforms. According to PwC’s Global Entertainment & Media Outlook digital audio is one of the fastest-growing advertising channels. In Asia Pacific, spending on audio advertising is expected to double between 2023-2025 from $2bn to $4bn annually. Marketers are increasing spend as consumers see

… Read More ...

Ad Law News And Views – September 21, 2023 – Advertising, Marketing & Branding

by  on  in Advertising & Marketing

Welcome back to Ad Law News and Views.

Summer Vacations, Upcoming Webinars and more!

The summer seemed to fly by. We hope your summer months were
filled with time to relax and reset. Many of our Ad Law attorneys
spent their summer vacations with loved ones in locations around
the world. We invite you to play:

GUESS THE VACATION LOCATION

1369046a.jpg

Your choices are:

  • Selinunte, Sicily


  • Wellfleet, MA


  • Fethiye, Turkey


  • Keystone, SD


  • Hilton Head Island, SC


  • Adirondack Mountains, NY


  • Yarmouth, MA


  • Paris, France


  • Arizona River


  • Rehoboth Beach, DE

You may find the answers at the bottom of this newsletter.

IAPP Privacy. Security. Risk.

The IAPP PSR Conference will be held in San Diego, October 5
– 6, 2023. If you are attending the conference, we invite you
to join us at several sessions where Kelley Drye attorneys are on
the panel.

  • Thursday, October 5 – Generative AI: Privacy and
    Ethical Considerations for Your Business    , Alysa Hutnik

  • Thursday, October 5 – Don’t Let Your PIA be a
    PITA! Reinvigorate Your Approach to Privacy Assessments    ,
    Aaron Burstein

  • Friday, October 6 – A Clean Start for Marketing
    and Advertising with First-Party Data    , Rod
    Ghaemmaghami

  • Friday, October 6 – Balancing the Risks and
    Rewards of Consumer Location    , Laura VanDruff

We also invite you to participate in a pre-conference workshop,
held on October 4 from 12:00 p.m. – 4:30 p.m. PT at the
Pendry Hotel, where we will discuss we discuss data deletion,
sensitive personal information, and data protection impact
assessments. This workshop is highly collaborative and
interactive.

REGISTER HERE

ADDITIONAL UPCOMING EVENTS

Wednesday, September 27, 2023 at 2:00 pm ET

Navigating Critical Components

… Read More ...

FTC recommends brands avoid “blurred advertising” when marketing to kids

by  on  in Advertising & Marketing
Get marketing news you’ll actually want to read

The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.

The Federal Trade Commission is worried about blurred lines. No, not that one. It’s worried about how “blurred advertising,” or ads that don’t clearly look like ads, could impact kids.

Last week, the FTC released new recommendations for advertisers to more clearly distinguish between entertainment and ads.

While many advertisers might love an immersive, contextual, dare we say organic environment, the FTC is concerned that children may struggle to tell the difference between what’s just content and what’s a paid advertisement, “potentially leading to deception, as well as physical, psychological, financial, privacy, and other harms,” a post about its recommendations reads.

Its advice? Don’t do it. “The best way to prevent harms stemming from blurred advertising is to not blur advertising. There should be a clear separation between kids’ entertainment and educational content and advertising, using formatting techniques and visual and verbal cues to signal to kids that they are about to see an ad,” the post notes.

The commission provided some suggestions on how to avoid this blurring. For instance, it suggested including written and verbal disclosures that can help signify that something is an ad, pointing to lines such as, “We will be right back after these commercial messages.”

The FTC also suggested that stakeholders “work together to create and use an easy-to-understand and easy-to-see icon to signal to kids that money or free things were provided to the content creator to advertise the product.”

The recommendations extend to nearly all channels, from video to social media to gaming platforms. According to a stat cited in a paper that the FTC compiled on the topic, some teenagers may see

… Read More ...

End of Metroland flyer distribution could hasten move to digital advertising: experts

by  on  in Advertising & Marketing

Canada’s shrinking flyer industry and the slew of businesses who rely on it for advertising were dealt another blow last week when one of Ontario’s most prominent media conglomerates stopped printing 70 community newspapers and announced the end of its flyer business.

The papers owned by Metroland Media Group were often stuffed with flyers from large retail chains such as Loblaw Companies Ltd., Walmart Inc. and Metro Inc., along with local businesses showcasing products and services.

Experts say Metroland’s departure will push many companies even further toward digital marketing and hasten the decline of Canada’s print advertising sector.

“I think some will probably just stop using papers completely,” said Claire Tsai, a marketing professor at the University of Toronto’s Rotman School of Management.

“Some may still try but overall, at the aggregate level, you will see less use of papers.”

Story continues below advertisement

The number of newspapers to shut down has accelerated over the last decade as Canadians upped their smartphone usage, encouraging companies to launch digital flyers and apps offering savings or loyalty rewards for users.

While Tsai said some realtors will likely stick with print advertising because of the big photos they can use, others will move away from the medium, especially if it gets pricier.

“When a business exits the industry, there’s less competition and so there could be implications on cost and it becomes much more costly to use papers to reach their customers,” she said.

Metroland papers were often the lone print journalism publications in the markets they serviced and even those regions with competitors have seen a less vibrant media landscape in recent years.

The federal government has counted some 474 Canadian news businesses that closed between 2008 and 2023.

Over the same time span, marketing dollars moved online.

The federal government has

… Read More ...

BullsEye Internet Marketing Revolutionizes Real Estate Advertising With Pay-per-Lead Ads for Realtors

by  on  in Advertising & Marketing

An internet marketing company launches a game-changing pay-per-lead advertising service for realtors. This innovative solution ensures real estate professionals pay only for qualified leads, maximizing their advertising ROI. Leveraging Google Ads, BullsEye’s offering boosts online visibility, connecting realtors with ready-to-engage clients.

United States – September 17, 2023 —

BullsEye Internet Marketing has unveiled its pioneering pay-per-lead advertising solution exclusively for realtors in a transformative move for the real estate advertising sector. This service promises real estate professionals that they only pay for genuine, qualified leads, ensuring unmatched value for their advertising investment.

The digital landscape has evolved, with over 90% of consumers beginning their search for products and services on platforms like Google. BullsEye Internet Marketing, tapping into this trend, has integrated the power of Google Ads to provide real estate agencies with a unique pay-per-lead advertising opportunity. This exclusive offering is tailored for select industries, with real estate agents fitting perfectly under this incredible offering.

The company’s Google Local Services Ads are designed to improve online visibility, connecting realtors with potential clients who are looking for their services. With years of experience in building successful marketing campaigns, BullsEye ensures that ads for real estate agents are optimized to deliver the best results.

The streamlined process involves;

– Complimentary Initial Consultation: A deep dive to understand and evaluate marketing objectives.
– In-depth Competitive Analysis: A thorough study of market competition to craft a distinctive strategy.
– Custom Solutions: Designing custom strategies to augment Google Local Services Ads results.

BullsEye‘s comprehensive real estate ads management service encompasses;

– Profile Audit: A meticulous creation or evaluation of Local Services Ads profiles, ensuring they meet Google’s rigorous criteria for real estate professionals.
– Campaign Customization: Tailoring campaigns to yield superior outcomes to generic automated solutions.
– Continuous Optimization: Regularly fine-tuning campaigns to

… Read More ...

Programmatic Marketing or Advertising Market Will Touch New Level in Upcoming Year | 124 Report Pages

by  on  in Advertising & Marketing

Latest Programmatic Marketing or Advertising Market Growth Analysis 2023

Programmatic Marketing or Advertising Market 2023 with 124 Pages Report and enhance with extents shares into sub-counties are covered in this market. Programmatic Marketing or Advertising Market conditions can be influenced by a wide range of factors, including economic policies, geopolitical events, and technological developments.

Major Key Players of the Market:

Acquisio


MediaMath


Adobe Media Optimizer


Wordstream


Flashtalking


Choozle


Sizmek


The Trade Desk


Marin Software


Adwords


Quantcast Advertise


Facebook Business


Yahoo Gemini


DATAXU


Get a Sample PDF of report @ https://www.360marketupdates.com/enquiry/request-sample/20503163

Browse Market Size, charts, tables and figures extent in-depth TOC with 124 Report Pages on Programmatic Marketing or Advertising Market by Application (, Marketing and Advertising, Health, Wellness and Fitness, Construction, Others, ), by Type (, Programmatic RTB, Programmatic Direct, , ) Business Outlook, Top Companies, Key Regions, Product Demand, Market Size and Growth.

Programmatic Marketing or Advertising market focuses on analyzing the current competitive situation in the Programmatic Marketing or Advertising market and provides basic information, market data, product introductions, etc. of leading companies in the industry. At the same time, includes the highlighted analysis–Strategies for Company to Deal with the Impact of COVID-19, It may also be helpful to consult with a financial who can provide direction based on your specific financial situation and goals.

TO KNOW HOW COVID-19 PANDEMIC AND RUSSIA UKRAINE WAR WILL IMPACT THIS MARKET – REQUEST SAMPLE

COVID-19 has had a significant impact on many industries. The pandemic has disrupted global supply chains, leading to shortages of certain goods and materials. It has also resulted in decreased demand for some products and services, as people have been staying home more and spending less money on non-essential items. Many businesses have had to close temporarily or permanently due to lockdowns and social distancing measures. Some

… Read More ...

Canva’s in-house agency will ‘experiment’ with what it says about the AI used in its advertising

by  on  in Advertising & Marketing

Canva has been developing AI technologies and integrations since 2019, rolling out its own tools for its marketing and creative organization users as well as integrating technology from Google and OpenAI.

Even so, as the Australian design platform, founded in 2013, continues to build AI tools, it’s still figuring out how much its marketing efforts should call attention to its AI.

Canva went live with multiple AI products for the brand design space earlier this year. It has been highlighting those tools in campaigns, including tools like Magic Resize and Magic Replace, which allow users to easily resize something or add something into an image, said Natalie Schwartz, head of global brand and creative at Canva.

“We’ve been typically referring to them like magic,” Schwartz said of how Canva has described its AI tools in its marketing efforts. “We’ll experiment with how much we call out AI versus just demonstrating the benefit to the end user.” 

By focusing on what the tool can do rather than that the tool uses AI, Canva aims to have broad appeal beyond consumers who are invested in the current AI hype cycle. Canva also wants to broaden its appeal beyond personal use or use for small businesses and appeal to major marketing organizations.

“For some people, there may still be a hurdle of, ‘Oh if this product has AI or is powered by AI, that’s inaccessible to me’ or ‘That’s something out of my reach,’” said Schwartz. “To date, we’ve focused on how we can show the core benefit. What do you need to do with your design and how can we make that happen for you rather than this is the how or this is the behind-the-scenes [tech].”

Canva’s in-house team, which has over 100 brand designers, videographers, photographers, motion designers and copywriters,

… Read More ...

Embracing African Pop Culture In Global Marketing And Advertising

by  on  in Advertising & Marketing

Steve Babaeko is the CEO & Chief Creative Officer, X3M Ideas and a Visiting Fellow at the Henley Business School, University of Reading.

Africa, the birthplace of humanity, has always been a source of fascination for the Western world. Whether it’s as a subject of scientific and cultural curiosity, the continent with diverse wildlife, landscapes, ethnicity and culture has over centuries found itself welcoming a legion of explorers, anthropologists and naturalists seeking to explore its array of natural gifts, albeit at a vicious cost.

A brutal exploitation of its people and resources in the form of the transatlantic slave trade and forced labor in mines and plantations meant the continent endured years of dilution of its identity—historical, religious and, especially, cultural. Notably, African artifacts and art collected during this time were displayed in European museums and galleries, often without proper context or acknowledgement of their cultural significance. Similar experiences are recorded in popular culture, where Africa and Africans tolerated gross stereotypical misrepresentation in Western media.

Shifts In Popular Culture

History, however, shows Africa has been no pushover in influencing remarkable shifts in popular culture. Jazz music, which first appeared in the late 19th and early 20th century, for instance, has its firm roots in African music, as it borrows heavily from African folk music and culture. The distortion of history (or lack of authentication) has meant many of these influences have largely gone unnoticed and uncelebrated, unfortunately.

It is therefore interesting that Africa is yet again finding itself at the center stage of an emerging cycle of global influence. The Economist notes that there is increasing worldwide recognition and interest in African pop culture, encompassing music, film, fashion, arts and cuisine.

Nollywood, the Nigerian film industry, has become the world’s second-largest film industry in terms of output, surpassing

… Read More ...

Successful performance marketing is a lot like investing, Marketing & Advertising News, ET BrandEquity

by  on  in Advertising & Marketing

<p>Image Source: Freepik</p>
Image Source: Freepik

I’ve been investing for almost as long as I’ve been a digital marketing professional. I’ve grown to love and learn both with similar passion. The similarities, though, don’t end with me.

What one discipline has taught me has been applicable to the other, and that’s what led me to compile this list of 5 mistakes people make whether it’s investing or performance marketing, specifically self-serve advertising.

1.Over-optimisation: Practicing restraint is hard. Period. Which is why one of the marks of being a successful investor is the ability to not over-trade. Similarly, over-optimising a campaign can lead to you burning money. Marketers optimise everything from landing pages to bidding types so frequently, they can’t pinpoint which action led to which reaction, if any.

2.Over-dependence on AI: AI recommendations are great. Rely on them a little too much and you’re no different than an investor taking recommendations from exchanges. Both exchanges and publishers make money when you profit. But they also make money when you don’t.

3.Over-diversification: FOMO is a great communication strategy, not a media buying one. Marketers forget that when they chase a media mix of infinite platforms just to gain reach. Ever met an investor who made a CAGR of 20%+ with a portfolio of more than 25-40 stocks? More isn’t always better.

4.Excessive churning: Change is good. Knowing when to implement change is gold. For instance, I’ve run some ad creatives for longer than a year, and some for as short as 1 week. If you’re changing landing pages, creatives, or audience cohorts just for the sake of changing, you might as well just hand over your money to publishers. Multibaggers are identified by buying good stocks at all levels and holding on to them with conviction. The same goes for digital advertising.

5.Ignoring the

… Read More ...