The unofficial slogan of most big businesses and top brands should be, “Look before you leap.”So, marketers and agencies working for a large company or brand name product should probably take a much, much closer look – at Nike’s decision to make Colin Kaepernick the spokesperson in a campaign that says, “Believe in something. Even if it means sacrificing everything.”Why?Because taking a stand on a controversial political issue to commemorate the 30th anniversary of the brand’s slogan, “Just Do It,” probably wasn’t a rash or impulsive decision.In other words, the decision-makers at Nike probably looked before they leaped.How can we tell?First, Nike didn’t launch this campaign back in the fall of 2016, when the San Francisco 49ers quarterback first sat and later knelt during the national anthem to protest police brutality and racial inequality in the United States.In fact, the brand didn’t announce its advertising … [Read more...] about Should Your Brand Take a Stand on Controversial or Political Issues?
Controversial ad campaigns
Of course Instagram wants more of the $9.9 billion brands are expected to spend on video ads in the U.S. alone this year. And it’s getting it. Advertisers increased their Instagram video ad budgets by 70 percent on average between February 2016 and April 2016, according to automated ad-buying firm Nanigans, which caters to direct-response advertisers. Direct-response advertisers aren’t traditionally considered video advertisers — that’s supposed to be brand advertisers moving money from TV — yet more than 40 percent of Nanigans’ advertisers were buying Instagram video ads by April, compared to roughly 25 percent who were doing so in February. With Instagram’s monthly audience of more than 400 million people and the Facebook data it can now use to target those people with ads, the photo-and-video sharing app could probably sell text ads, and brands would pony up. But aside from the fact that people are actually watching videos on the … [Read more...] about Inside Instagram’s booming video ad biz, ‘controversial’ strategy
These are just a few of the “major” Google announcements made over the past year that caused big reactions across the search industry. Analysts, myself included, have been scrambling to report on how these updates are impacting brands and to come up with best practices in light of the results. Analyzing the paid search landscape, however, I find that it’s often the silent, unannounced updates that have the largest impact on performance. Of course, all paid search managers would love to think that the success or failure of their programs hinges on their hard work and brilliant strategies, but sometimes the most significant factors happen behind the scenes. That’s not to say that there aren’t smarter ways than others to respond to these unannounced developments, and it can pay to be able to figure out they’re happening in the first place. To illustrate my point, I’ll discuss a few recent updates that have received a lot of coverage and a few that … [Read more...] about The biggest Google ad updates are also the quietest
It’s well known that Google’s Dynamic Search Ads (DSA) have the potential to feature longer headlines in text ad copy, as these headlines are pulled from the advertiser’s web page and aren’t limited by the hard caps placed on text ads created by paid search managers. While expanded text ads (ETAs) are now giving advertisers 60 characters to work with in crafting titles between the two headline fields available, DSAs continue to carry a slight advantage, as we’ve seen headlines that exceed even 60 characters rendered through DSA. Indeed, Google is still advising in their documentation to avoid adding top-performing queries from DSAs as keywords specifically because they might receive longer headlines. Google also lists “specific landing pages” as a reason to allow DSAs to continue to serve ads for well-performing queries. Google didn’t always advocate for continuing to allow well-performing queries to run through DSAs; for a while, it … [Read more...] about Google’s shaky pitch for why advertisers should let Dynamic Search Ads handle queries
After posting a teaser ad earlier this week with “stranger-danger” vibes all over it, Mr. Clean has released its official “Cleaner of Your Dreams” Super Bowl LI spot — and it features Mr. Clean in a whole new light, seductively dancing as he mops floors and scrubs the shower. The brand is obviously using the sex-sells angle to get more buzz. But does the ad make Mr. Clean out to be more of a predator than the cleaner of your dreams? Taking the “not suitable for work” route in a Super Bowl campaign is as new as drinking beer and eating nachos during the game. There has never been a shortage of Super Bowl spots using sex to sell on TV’s biggest night for advertisers. GoDaddy made its name on controversial Super Bowl spots with the likes of race car driver Danica Patrick and Victoria Secrets model Bar Refaeli. In 2015, Carl Jr.’s Super Bowl ad showcased a nearly naked model strolling through the town center, talking about how she … [Read more...] about Mr. Clean’s Super Bowl ad may get buzz, but does it cross the ‘creepy’ line?