In the world of consumer services, we’ve heard for years that the digital experience can make or brake a brand.
As passengers vehicles become more and more automated, automakers will need to up their games and make the digital experience a more crucial part of the brand.
“Carmakers will face a huge pivot in advertising when their cars begin to drive themselves. No more will commercials showing people, hair blowing in the wind and driving into the sunset, make sense. Instead, they’ll need to play up factors such as reduced stress, comfort and relaxation.”
New series of videos combine sexy urban types with more product information, aiming to reach people who are just starting to consider Cadillac. The videos are by Zacaroli LLC, a new New York shop founded to do longer-form brand work.
Instagram advertising saw 400 percent growth from August through December, according to Brand Networks. Consumer packaged goods, fashion and retail are among the top spenders. It feels a little bit like coming full-circle back to the days of glossy magazine ads. What’s different is that, instead of hoping people will buy the magazine, you can not only target who you want to reach on Instagram, you can also encourage them to distribute your luscious product shots to their friends.
The app frenzy of a few years ago led to a goldmine for app developers, who profited from other developers seeking attention for their own apps. Now, consumer brands have jumped in full-force. These brands don’t expect direct sales, they hope to get consumers to download their own branded apps. The end game is building up databases of mobile customers that they can match to their existing CRM databases.
Broadcast and cable networks took a big step forward at the 2015 Upfronts by pitching various data platforms and services to help advertisers target audiences by buying habits as well as demographics, or to calculate the effectiveness of TV campaigns. Most of these are at the “initiative” stage; the big step is just the fact that they’re working on this problem.
My editor liked this idea because it contained not one but two ad-world buzzwords. Programmatic content is also a concept that scares us journalists and content creators to death, stinking as it does of robots and the bad old days of content farms.
However, programmatic native advertising has been with us since, arguably, the earliest days of AdWords. This article for Campaign US explores in depth where programmatic makes sense for native advertising, how it’s already being used and whether premium publishers will be able to keep raking in premium rates for native articles on their sites.
Subway hasn’t connected the dots between its two web series and in-store sales, but it does an excellent job of creating an ecosystem of content assets for each one while forging complex ad/distribution deals. Read all about it in Summer with Cimorelli: Inside Subway’s Hit Web Series.
The emphasis on brand content and content marketing is great for us writers, and I’m heartened by how many companies are talking about the importance of quality in that content. But I have to wonder: How do companies know that their brand content is producing results for them?
In the first part of a two-part series, I looked at how — or whether — companies are measuring the effects of branded content, and whether things like page views or engagement are valid ways to asses them.