Easily spotted on the mobile web: holiday ad next to plane crash story; Muslim dating ad next to KKK story; beauty ad next to domestic violence story; car ad next to emissions scandal story… [This post originally appeared on our sister site ClickZ.com, but we thought it was so useful we wanted to share it here as well] Let’s admit it we’ve all had an occasional giggle when we spot an ad prominently displayed next to inappropriate content on the web. But for advertisers this is no laughing matter. An ad that is not displayed in a contextually appropriate environment is not only a waste of marketing budget, but is a potential embarrassment (if shared on social media) or, at worst, damaging to the brand’s reputation. Research by inMobi (via eMarketer), July 2016, highlighted in this column on mobile ad fraud reveals that 26% of advertisers state that concerns over brand safety is preventing the take up of programmatic purchasing (buying ads on the fly via an ad … [Read more...] about Why brands should care about brand safety in mobile advertising
The 2016 US election features a presidential candidate like no other. Donald Trump, the Republican nominee, has more than 30 million followers across all of the social channels he's active on, and on Twitter, his most prolific channel, he has over 10 million, approximately two million more than his opponent, Hillary Clinton. What's more: he's besting Clinton in engagement, generating double the number of retweets and three times the number of likes. Trump's willingness to speak his mind, online and offline, has arguably been both a blessing and a curse, but one thing is for certain: it has attracted a lot of attention. How much? By some estimates, Trump has already generated more than $2 billion - yes billion with a b - in earned media. But according to data gathered by local search and discovery app Foursquare, the attention Trump has garnered isn't driving increased foot traffic to properties he owns or that bear his name. In fact, it might even be driving people away. There's no … [Read more...] about Is Donald Trump’s earned media hurting his brand?
As of Sunday, we’ll be three weeks out from Super Bowl LI. By this time last year, three brands had already released teaser ads for their Super Bowl campaigns, and three more had shared creative. This year is a different story with the lineup of Super Bowl brands remaining surprisingly quiet. So far, we’ve only seen creative from Intel, which released a 30-second spot starring NFL MVP Tom Brady scheduled to air during the February 5th Super Bowl broadcast. For Super Bowl 50, Butterfinger and Wix both released teaser videos in December of 2015, more than a month before the game. By the second week of January, Turbo Tax had also released teaser ads. Taco Bell and SunTrust Bank didn’t release video ads, but both brands had shared creative from their Super Bowl 50 campaigns. Taco Bell’s ‘redacted’ release for Super Bowl 50 “We know there is a lot of excitement and anticipation around Super Bowl content, but a long run-up in terms of teasers … [Read more...] about Super Bowl LI teaser ads a no show so far this year with brands keeping campaigns under wraps
Everyone wants to go viral on social media. But sometimes your brand ends up going viral for the wrong reasons. After every such social media brand fail, we experience a familiar cycle. Somebody (or multiple somebodies) instantly shames them on social media. The brand (usually) apologizes. The world moves on. Then a few days later, it happens. A respected industry publication publishes something like this: X Social Media Lessons From [Brand’s] [Social Media Update About Whatever] In 2016 – truly a year filled with disasters if there ever was one (and one best summed up by Vice in April after Prince died) – social media blunders still managed to spark swift and bitter outrage. You see, apparently there are still some lessons that social media managers, directors, and coordinators need to learn. I disagree. There’s only one lesson. But first… May the Delete Button Be With You At the end of the year we were treated to several “Top Social Media Fails of … [Read more...] about The ONLY lesson from every social media brand fail example ever
With less than two weeks to go before Super Bowl LI’s kickoff, brands are gearing up to take the field in hopes their campaigns will have a lasting effect that will help them reach their advertising goals throughout the rest of 2017. One of the first brands out of the gate was Intel, releasing its official 30-second Super Bowl spot on January 12. The ad, featuring NFL MVP Tom Brady, showcases Intel’s 360-degree replay technology — the same technology Fox will be using when it airs the game. Since Intel released its ad, a number of other brands have launched either teaser ads or dropped their Official Super Bowl spots. To keep track of this year’s Super Bowl brands — from the advertisers releasing teaser ads to official spots and campaign details — we’ve built the following list, adding Super Bowl LI ad news as it becomes available. Be sure to check back often, as more brands continue to launch Super Bowl spots the closer we get to game day. … [Read more...] about Here are the brands gearing up for game day