Posts Tagged ‘facebook’

Political Campaigns Need to Embrace Digital Media, If They Haven’t Already

October 10, 2016  |  Media Week  |  No Comments

Political ad spending is like a river, but many campaigns continue to falter by swimming against the current. This year's election cycle may prove to be the final time political campaigns are run like it's still the early 2000s. Sean Duggan The shifting dynamics of ad spending in American politics is yet another bizarre component of this memorably quixotic election year. This reality is fueled, at least in part, by the strikingly modest spending on the part of Donald Trump's campaign, particularly during the GOP primary. Trump's commanding early primary victories left a vast field of consultants and campaigns questioning the effectiveness of paid advertising. As we speed toward Nov. 8, some answers are finally imminent. And they could ultimately be nothing short of game changing for politics as usual in advertising. Despite the home-stretch acceleration of ad spending on the part of Trump, Hillary Clinton has still outspent her opponent by a lopsided 7-to-1 ratio during the past three months, according to AP estimates. If Trump manages to win—or even make it respectably close—the reverberations throughout the political advertising world will be nuclear in the force of their impact. In recent years, media planning and campaign tactics have ignored—to their ultimate detriment—major media consumption and communication shifts. As a result, consumer marketers are now doing a better job commandeering the modern media landscape than the majority of political campaign consultants. Consider the decisions of media consultants in charge of spending $100 million for Jeb Bush's super PAC. "The super PAC consistently bought broadcast television advertising in the biggest, most expensive markets at the highest possible rates," said Molly Ball in the October 2016 issue of The Atlantic. "It Fed-Exed tablet-like mailers to New Hampshire voters that played a documentary about Bush's life, and put just 1.4 percent of its budget toward digital ads, an abnormally tiny amount for a top super PAC." A mere 1.4 percent for digital? Just let that sink in for a minute. Political spending on digital media was expected to break the $1 billion mark for the first time in 2016, according to Borrell Associates, but at a paltry 9.5 percent of total spending, it would seriously lag behind most consumer marketing categories now earmarking 30 to 50 percent for digital. Notwithstanding the ballot burnout most Americans are already experiencing this election season, the 2020 presidential campaign will unofficially commence before the confetti stops falling for the next president-elect.

Read More

Ubisoft Worked With Facebook to Uncover and Target 3 Different Types of Video Gamers

October 10, 2016  |  Media Week  |  No Comments

To launch the upcoming game Tom Clancy's Ghost Recon Wildlands, video game-maker Ubisoft is leaning heavily on Facebook to target ads at specific types of players. While that fact alone isn't very interesting, what is interesting is that the social network is affecting Ubisoft's entire marketing strategy, including its TV creative. In May, Ubisoft ran a weeklong campaign promoting Tom Clancy's Ghost Recon Wildlands—which is billed as its biggest action adventure ever —making it the first video game brand to match up the platform's segmentation tools with custom bits of video. "For the Ghost Recon campaign, we combined a segmentation entirely built on Facebook insights with customized creative—the creative was tailored for each segment we identified through the segmentation analysis," explained Franco de Cesare, head of console and online gaming at Facebook. The campaign targeted three different types of gamers: tacticians, competitors and explorers. Tacticians were identified as people who love science and technology, while competitors like adrenaline and action.

Read More

Quaker’s Month-Long ‘Oatober’ Campaign Includes 31 Different Oat Recipes

September 30, 2016  |  Media Week  |  No Comments

Even oatmeal is going digital. To show that Quaker's oats are used to make more than just oatmeal, the PepsiCo.-owned brand is launching a campaign this weekend as part of a month-long effort the brand is dubbing 'Oatober.' Starting tomorrow, Quaker will start pumping out Facebook, Instagram and Pinterest posts with oat recipes, including muffins, cookies and oatmeal. Then on Sunday, Quaker is running its first Instagram Marquee—the social app's year-old takeover ads that let brands hit large audiences in a short period of time. There is also a Tumblr and webpage launching this weekend and a series of sponsored videos with food publisher Tastemade that will roll out on Snapchat, Facebook and Pinterest later this month. All told, Quaker's campaign will include 31 different recipes for the month of October. "Oatober is a digitally-focused campaign because the digital and social space is where people connect with food and share their experiences," said Becky Frankiewicz, svp and gm of Quaker Foods North America. "Food trends online have inspired some of our marketing campaigns, such as overnight oats. You can also find many oat-based recipes on Quakeroats.com." The campaign also includes a big media buy with The New York Times. On Sunday, the brand will run a full-page ad in the newspaper and start an online campaign within the cooking section of the site.

Read More

ANA Asks Facebook to Open Up Its Platform for More Third-Party Measurement

September 29, 2016  |  Media Week  |  No Comments

One week after details about Facebook inflating its video metrics for advertisers were discovered, the Association of National Advertisers has called for an audit and accreditation of the social platform's metrics. The ANA's qualms stem from a report in The Wall Street Journal last week finding that Facebook overestimated the amount of time users spend with videos by anywhere from 60 to 80 percent, according to a letter from Facebook to Publicis Media that the publication acquired. Facebook has since apologized, with multiple execs at Advertising Week discussing the mistake and a blog post from David Fischer, vp of advertising and global operations, explaining how the metric should have reflected the total amount of time spent watching a clip divided by total number of people who watched it. Instead, the faulty metric showed the total time divided by views of videos. In a blog post, ANA president and CEO Bob Liodice, wrote, "While ANA recognizes that 'mistakes do happen,' we also recognize that Facebook has not yet achieved the level of measurement transparency that marketers need and require." The trade organization's specific concern is that Facebook metrics are not vetted by the Media Rating Council—the industry watchdog that creates standards for advertisers to buy media against. Unlike other publishers and media companies, Facebook's so-called walled garden limits the amount of data that brands have into their campaigns, and the company has held back on giving third parties significant access into the platform, meaning that brands have to rely heavily on Facebook for insight into their campaigns. "With more than $6 billion of marketers' media being directed to Facebook, we believe that it is time for them—and other such major media players—to be audited and accredited. That is the standard of accepted practice that marketers and agencies have relied on for decades," Liodice wrote. "Internal viewability measurements employed by digital media owners should not be used for the purposes of conducting outside commerce." Liodice also cited an ANA report from last year that found that 97 percent of marketers think their ad inventory should be measured by a third party

Read More

Microsoft’s Kathleen Hall Explains How Its Marketing Went From Bad to Clio’s Advertiser of the Year

September 29, 2016  |  Media Week  |  No Comments

Microsoft has done some truly innovative work this year, and at tonight's 2016 Clio Awards at the Museum of Natural History in New York, the brand will be honored with the Advertiser of the Year award, which is presented to the advertiser that receives the most overall Clio statue points for entries submitted across all medium types. Two campaigns that caught the Clio judges' attention, in particular, were Survival Billboard, an outdoor campaign from McCann London to promote the launch of Rise of the Tomb Raider on Xbox in the U.K., and the Microsoft Xbox Visualizer, a futuristic Halo promotion from twofifteenmccann. Survival Billboard put eight real people atop a billboard and subjected them to various weather elements like snow and rain, as voted on by the public, in a contest to see who would be left standing. The livestreamed survival challenge, which lasted 20 hours and 45 minutes, garnered 3.5 million views in one day. The Microsoft Xbox Visualizer campaign showed people's social media conversations about Halo in real time on a pixelated Halo helmet, with fan reaction including art and video, and had 4.4 million total engagements.

Read More

How the Unlikely Alliance of Ovation’s ‘Versailles’ and Fiat Benefits Both Brands

September 26, 2016  |  Media Week  |  No Comments

There's a sexy, lavish new series coming to cable TV, set in the 17th century, that brings a distinctly modern style to the story of King Louis XIV and his royal court outside Paris. But as contemporary as Versailles may be, don't expect the Sun King to hop behind the wheel of a Fiat , though the brand is the exclusive auto partner for the 10-episode show airing on the Ovation network . The partnership between period piece and marketer is playing out in branded content and behind-the-scenes vignettes that weave together the attributes of both, with nary an in-show product placement. It's part of a trend on television where fantasy, sci-fi, period, animation and unscripted series are increasingly creating what might on the surface seem to be unlikely pairings with brands. For Versailles, which centers on the 28-year-old French ruler and his impossibly beautiful courtiers, there's a focus on design, art and fashion, along with the obligatory palace intrigue, backstabbing and bed-hopping. (Think The Tudors with less gore.) "Even though it's a period piece, there's nothing stodgy about it," said Liz Janneman, Ovation's evp, network strategy. "It's a fashion-forward modern classic with a twist for a cultured audience." As it happens, Fiat sees itself the same way, with the partners collaborating on nearly 100 pieces of content that promote both the show and the carmaker's new 500X crossover sports utility vehicle. Those will include exclusive set visits, deep dives with show creators and historical perspectives, but no Fiats ferrying corseted characters. The alliance with Fiat, which is also sponsoring the limited-commercial, two-hour premiere on Oct. 1, isn't about "the literal connection" but the thematic one, Janneman said. Putting two such bedfellows together is "more challenging, but the result is more interesting," she said. Versailles is one of many such examples where marketers might have thought there was no room for them but found instead, via some creative thinking, that even surreal-world shows can include brands. These are what Kevin McAuliffe, branded content veteran who now heads Francis Productions, calls "contextual opportunities" that match a TV property and a brand with "similar belief systems." He said, "It's been an evolution, but brands are less about integration now and more about connecting with a message. You're driving value instead of just being exposed." Geico has used costume-clad marauding men to intentionally comic effect for its recent ties to History's action drama, Vikings, and Fitbit chose an appropriately creepy zombie theme for its link with AMC's massive hit, The Walking Dead. Ford sidled up to The CW's time-traveling superhero show, DC's Legends of Tomorrow, and Fox's comic-based Gotham with commercials and digital shorts featuring the series' actors. The marriage doesn't even have to be within the same species or galaxy, said Marc DeBevoise, CBS Interactive president and COO, who noted that he's considering contemporary brands as partners for the upcoming Star Trek: Discovery. Or it could be closer to home.

Read More

Marketers Are Getting the Snapchat Targeting Data They Want. Will That Scare Off Users?

September 19, 2016  |  Media Week  |  No Comments

Having wowed advertisers at the Cannes Lions in June with the unveiling of its long-awaited ad tech platform, Snapchat has shown no signs of slowing down. The popular messaging app plans to attract deep-pocketed marketers and investors with the introduction of in-app behavioral targeting in the fourth quarter timed to a rumored IPO. To improve ad targeting, the popular messaging app last week announced Snap Audience Match, which lets brands take their email lists and files of mobile device IDs, and then anonymously sync the data with Snapchat's user pool. The company also will let a brand target viewers based on what content categories they follow. A Fortune 500 marketer, who requested anonymity, said talks are underway with Snapchat to launch pilot programs around the ad-targeting initiative.

Read More

Snapchat Will Hit Nearly $1 Billion in Ad Revenue by the End of 2017

September 6, 2016  |  Media Week  |  No Comments

Snapchat is on track to make $366.7 million in advertising sales this year, according to a new report from eMarketer. It's the first time that eMarketer has tracked the app's revenue, and the research firm expects it to make $935.5 million—a 151 year-over-year increase—by the end of next year, close to the $1 billion that was revealed through leaked documents earlier this year. Despite its daily audience of 150 million users—many of whom are the young millennials that advertisers covet—Snapchat only makes up 2.3 percent of total social ad dollars compared to Facebook, Twitter, Google and others. The app also launched its API earlier this summer with a group of ad-tech companies to power data about advertisers' campaigns, which has been a lingering concern for brands. "Snapchat has improved its targeting capabilities and partnered with 11 measurement firms to address the concerns voiced early on," said Cathy Boyle, a principal analyst at eMarketer. "What they have yet to prove is whether they can consistently deliver a better return on investment for advertisers than other social networks." In terms of inventory, Snapchat Discover ads that run within the publisher hub section of the app make up 43 percent of Snapchat's U.S. revenue currently, but eMarketer predicts that to change in the coming years. Over the past year, Snapchat has added ad formats like sponsored lenses, geofilters and Live Stories where advertisers run 10-second video ads alongside user-generated content collected from events and holidays. By 2017, eMarketer expects for Live Stories to become Snapchat's biggest moneymaker, bringing in 37.8 percent of the company's U.S. sales. By 2018, Snapchat's year-over-year growth is expected to slip a bit—by 88.2 percent—to reach $1.7 billion in ad sales. Here's a more detailed look at how eMarketer sliced up Snapchat's ad placements

Read More

Why Is It Still So Hard to Share Audio Files in Social Media?

September 2, 2016  |  Media Week  |  No Comments

While continuous advances in social media and mobile technology have warmly embraced the sharing of photos, articles and videos, audio has been left in the cold—despite the recent resurgence of podcasts. The absence of truly direct ways to share audio files, whether they be songs or podcasts, via Facebook and Twitter has left musicians and podcasters scrambling for workarounds in order to avoid the dilemma faced by application developers—fighting for attention in increasingly crowded app stores (mainly iTunes) and hoping for discoverability via search engines. For the most part, podcasters must resort to sharing links to their content, which does not endear them to social network users, who are often reluctant to click through and leave their networks for other environments, nor to the social networks themselves, as they tend to prioritize "native" content, or content uploaded directly to their networks. Workarounds do exist. Twitter's integration of audio cards from SoundCloud presented podcasters with the opportunity to post their content directly to that social network, but there are pitfalls there, too.

Read More

IAB Expands Its International Reach With New Dmexco Partnership

August 22, 2016  |  Media Week  |  No Comments

The Interactive Advertising Bureau has inked a deal with Dmexco, one of the world's largest digital media and technology conferences. As part of its role as Dmexco's official international partner, the IAB will send its execs to speak at the conference held in Cologne, Germany on Sept. 14 and 15. Last year's Dmexco conference brought more than 43,0000 attendees, and keynote speakers for this year include Twitter CEO Jack Dorsey, Mondelez's CMO Dana Anderson and AOL chairman/CEO Tim Armstrong. "The U.S. digital economy is not just the largest but also the most important market for business and innovations, and it has been strongly anchored at Dmexco for many years now," said Dmexco organizers Christian Muche and Frank Schneider in a joint statement. "Dmexco will provide IAB and its members with inspiring knowledge sharing and unique potential for making good business deals. In return, Dmexco will benefit from the extensive expertise of IAB and its high-caliber speakers at the conference." The two trade organizations have partnered in the past. At this year's Mobile World Congress in Barcelona, the companies created a day-long event dubbed "Turning mobile into mobility" that was sponsored by Facebook, Google and Nasdaq.

Read More