Financial Times: Online advertisers are starting to wonder “what exactly they are paying for”. Although digital marketing is “vastly more efficient” than conventional advertising, because online ads on social media or websites can be tightly targeted at specific audiences the level of click fraud has brands asking if online ads are really worth the money.
Are search ads a waste of money? This isn’t to say that big brands should never invest in search advertising, but they should bear in mind that search ads work best when they alert consumers to something they’re not already aware of. For instance, Gap might forgo search ads that would pop up when users search the company’s name or its best-known categories, such as jeans, and instead pay to appear in results for categories it isn’t commonly associated with, such as shoes. Continue reading
It’s hard to believe that so many pseudo social media experts are still out there spreading bullshit like water. Any marketer that believes that social media marketing is still relevant needs to go back to school. Continue reading
The average adult consumed 2,295 minutes of video a week . Here’s how they consumed it by device: Live TV – 84%, Time shifted TV (DVR) – 9%, Multi-media device (Roku, Apple TV, or any other gizmo attached to a TV) – 3%, Video on a PC – 4%, Video on a SmartPhone – less than 1%. But do ads on TV work or should you focus on digital? Continue reading
Here we go again! Numerous websites talking about the buzz generated by the Super Bowl commercials, but almost nobody talking about the connection between buzz and sales. In case you forgot advertising is supposed to generate sales. Continue reading
The Super Bowl is a great advertising opportunity. The 2017 Super Bowl’s audience will be at least 110 million viewers. In terms of cultural reach, football’s championship game is twice the size of the biggest blockbuster. However, surveys of Super Bowl audiences have found that between 80 and 90 percent of the ads wash over audiences and don’t make them any more likely to buy the product on display. Continue reading
Generation Z, who have grown up with a smartphone in their hand, is now on the cusp of adulthood. Technology is an essential tool that has blended seamlessly into their lives from the start. The digital world is all they have ever known. Brands need to adapt quickly to the values and attitudes of this generation if they expect to keep pace and remain relevant to this audience.
Today, it’s not enough to watch the Biggest Game in Football, 78% of consumers also engage in social media while watching. The number one activity is to talk about the commercials, but does that really translate into the objective of advertising? Continue reading