Tag Archives: Advertising

This Brilliant Holiday Gift Guide Shows Us How Advertising Should Be Done
December 25, 2018 12:01 am|Comments (0)

Every year, my inbox fills up with holiday gift guides, predicted buying trends, and everyone’s list of the “best of the best” stocking stuffers. I even follow suit at times, and create my own gift guides to help consumers navigate the ever-changing tech options… But this year, if there was an award for holiday gift guides, Digital Trends would be winning big, because their genius holiday campaign has everything and then some.

Expertly Targeted Content

The guide Digital Trends put out depicts products featured and told as stories in miniature scenes, thanks to a partnership with animation studio HouseSpecial. The stories and scenes offer gift ideas for the tech savvy, but in several different categories, like audiophile and foodie. Each scene holds tremendous attention to detail, and draws in the attention of the viewer for several different reasons. Not only are the scenes visually appealing, they are perfectly targeted, and feature products without the products being the actual focus of the scene.

Size Matters

MediaPost pointed out that the figures for the guide were designed in H0 scale. This is the traditional scale for model railroads (Hello Christmas trains and villages!), and this time of year, that is a genius touch, that proves 1) size matters, and 2) attention to detail on every level feels luxurious because we rarely see or experience that in advertising.

What + How + Where

It’s not only WHAT they are saying about the product(s) but HOW they are saying it that has determined the efficacy of their guide. This guide is intentional. It’s clear that the creators went in with a strategy, with intentions, and with clearly defined tangibles as outcomes. This is important because it’s so much easier to get it right when you have the what, how, who, and where answered before you begin.

This Guide Is So “Instagram-able”

This unique “Instagram-able” product advertising campaign is unique and perfectly targeted in the following ways:

  1. It’s visually impactful and easily shared. The scenes are done so well, they have feelings to them of nostalgia and something unique, and they are easily shareable, which allows consumers to easily create buzz for them.

  2. They are tapping into the nod to collectable holiday villages and model railroads, hitting right to the type of consumers they want to attract.

  3. They feature products without being product shots and really separate out and make products that are me-too, and available anywhere, special enough to be clicked and bought to reward the creativity. Point blank: the guide makes people want to buy items they may have scrolled past on Amazon more than once, because of the emotion and connection they feel to the scenes and campaign.

With more than 30 million unique monthly visitors, I’m happy to take notes from Digital Trends. Alana Wolfman, their director of production, who shared their strategy of using SEO search queries to stay in front of exactly what users are searching for during the holiday season. In addition to that, the scenes themselves were created by a team that has worked on campaigns for major players like Chipotle, Planters, noosa, and Dish Network.

Rising Above the Noise

The reason I really love this campaign, other than the adorable perfectly executed miniature displays, besides the fact that it is everything an advertising campaign should be in its ability to be shared and to capture attention, aside from it’s near perfect timing and magnificent attention to detail… is how the creators went outside of the box, to create something unique. That might not sound like much, but to be unique with intention, in a place where everyone is trying everything to be relevant, is a big deal.

The thought put into creation speaks for itself, and should push your goals for future product advertising. Don’t be afraid to be unique, to go big (or small!), and to pay so much attention to the details that your attention feels like luxury to the consumers experiencing your campaign.

Tech

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Twitter, Facebook launch tools to track advertising
June 28, 2018 6:22 pm|Comments (0)

(Reuters) – Twitter Inc (TWTR.N) on Thursday made it easier for users to identify political campaign ads and know who paid for them, as social media platforms faced the threat of U.S. regulation over the lack of disclosure on such spending.

FILE PHOTO: People holding mobile phones are silhouetted against a backdrop projected with the Twitter logo in this illustration picture taken in Warsaw September 27, 2013. REUTERS/Kacper Pempel/File Photo

The microblogging site launched ‘Ads Transparency Center’ to allow anyone to view ads that have been put on Twitter, with greater transparency about U.S. federal election campaign ads.

The tool follows Twitter’s recently launched political campaign ads policy and a similar move by Facebook Inc (FB.O), which started a searchable archive of U.S. political ads last month.

Facebook said on Thursday it would go even further by enabling users to see listings of all active ad campaigns, whether the advertiser is political in nature or not. Users can also view a log of name changes to a Facebook page.

The features should help people spot misuse of Facebook, it added.

Twitter’s ads center gives users access to details such as demographic targeting data for the ads from U.S. political advertisers, along with billing information, ad spending, and impression data per Tweet.

“We are making it clearer than ever who is advertising U.S. federal political campaign content on Twitter,” Twitter said in a blog post.

The transparency center will include all advertisers on Twitter globally, but at this stage only U.S. federal election campaign ads that fall under its new policy will be shown.

Google has vowed to launch a similar transparency center for political ads on its services this summer. It declined to share additional details this week.

Reporting by Sonam Rai in Bengaluru and Paresh Dave in San Francisco; Editing by Bernard Orr and Richard Chang

Tech

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The NRA Massively Increased Online Advertising After the Parkland School Shooting
March 24, 2018 6:08 pm|Comments (0)

As activists from around the country gather in Washington to march for gun safety regulation, new data shows that the National Rifle Association has been aggressively resisting their message through online ads. In the weeks following the school shooting that triggered Saturday’s protests, the NRA spent more than six times its prior daily average on digital ads – including some that appeared with media intended for children.

The finding came from the digital research firm Pathmatics, as reported by the Chicago Tribune. The NRA briefly suspended its online ad efforts after a February school shooting that left 17 dead at Marjory Stoneman Douglas High School in Parkland, Florida. But Pathmatics found that over the 24 days after the ads resumed, the NRA spent an average of $ 47,300 per day, up from an average of $ 11,300 per day before the murders.

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The ad spending was primarily focused on social media, with Facebook pocketing an average of $ 34,000 of it per day. The NRA also climbed the ranks of the biggest-spending YouTube advertisers, and Pathmatics found that some NRA ads were displayed with videos from Kids’ Toys, a very popular channel featuring two youngsters reviewing Barbie dolls and Lego playsets.

A media commentator told the Tribune that this odd placement probably showed the NRA’s desire for broad reach, rather than the targeting of any specific audience. The NRA reportedly continued to use long-running ads after the shooting, most of them aimed at increasing memberships.

Tech

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