Week In Marketing: Twitter Characters, Google Search Ads, Victoria’s Secret Catalogs, Spelling Bee, 20th Century Fox
Twitter to change Character Counting and upgrade replies
Twitter users will experience an overhaul in what constitutes 140 charactes over the next few months. Certain attachments that previously were included in the character count, such as photos, GIFs, videos, polls, etc., will no longer be tallied. Additionally, in a reply, the @name will not be counted either. This update allows individuals and companies alike to get more bang for their buck and has the potential to significantly alter Twitter marketing strategies in the future.
Google Maps to integrate local businesses in Search Advertisements
Utilizing different pin colors, Google Maps hopes to provide users with a more personal experience through the incorporation of local advertisements. The Internet mogul is aiming to connect users with small business owners and marketers in any city via cellular location services. Local business pages will have the ability to feature special offers, pictures, virtual tours and product browsing, as well as the opportunity to market their establishment with a ‘promoted pin.’ This Maps update could change the way that small businesses market to customers in clients.
Victoria’s Secret Sheds Weight of Physical Catalogs
For reasons ranging from environmental degredation to financial security, Victoria’s Secret is discontinuing its iconic catalog. The fashion company has been producing “up to 300 million copies of its catalogs per year, at a cost of $125 million to $150 million annually,” according to Adweek’s Kristina Monllos. When the retailer began to diminish its catalog production and distribution, the sales didn’t drop. Victoria’s Secret has revealed that their main marketing focus moving forward will be in the digital sphere, primarily through social media platforms and individual accounts.
20th Century Fox takes over Snapchat
The highly anticipated summer blockbuster X-Men Apocalypse will be released in theaters soon, and 20th Century Fox pulled out all of the stops to raise awareness for the film on Snapchat. While some companies have been known to feature multiple lenses (the Snapchat feature that allows users to animate their face) on the same day in addition to Snapchat’s stock lenses, this marks the first time that the only lenses available were from a single company. Users were able to choose from nine lenses of the movie’s popular characters and millions across the world viewed the ads.
Amazon capitalizes on Spelling Specialists
In addition to sponsoring the Scripps National Spelling Bee, Amazon is partnering with the contestants to produce four commercials that will air during the finals competition. The ads focus on the dedication of the contestants, their lives outside of spelling and their dreams while also shedding light onto the supportive families and the lifestyles of their loved ones.
Week In Marketing: Aggressive Social, DoubleClick, Facebook Credibility, TV Station Performance, Digital TV
Too Aggressive on Social?
Almost 75 percent of millennials (ages 20–39) and Gen Z (ages 16–19) say they’re disinterested in brands that advertise too aggressively on social media. A Harris Poll study found that although organizations should have a strong presence on various digital and social media channels, it’s probably best to let these consumers come to you. The study revealed:
– Today’s younger consumers are much more likely to trust information they seek out themselves
– Direct targeting on social media via ads can actually lose you customers
– Although younger consumers have a greater need for fast interaction from brand managers, they want to be the first to initiate contact
– When millennials reach out online, nearly 80 percent of them expect a response back within the same day
TV Stations Performance on the Rise
In the midst of a big election year – and Summer Olympics to come – U.S. TV stations are poised to see strong double-digit percentage rises in over-the-air advertising revenues in 2016. Stations are expected to post 12.6% rise in 2016 ad revs; 13.3% Gain In Online/Digital. TV station advisor BIA/Kelsey forecasts this to total $20.8 billion, up 12.1% over 2015.
– Local TV over-the-air revenues sank 7.2% in 2015 versus 2014
– This year, local TV stations’ digital/online revenues will rise by around the same rate as-over-the air TV – up 13.3% to $1.0 billion
– During the last Presidential election year, local TV stations were estimated to have taken in $20.3 billion in over-the-air advertising, and $600 million in online/digital advertising
– East Coast TV stations will see an 11.1% gain
– Southern TV markets will rise 12.6%
– Western TV stations will grow 11.9%
– Midwest markets will see the greatest climb – up 14.6%
– Southwest markets will rise the least – up 8.4%
Digital Video More Popular Than Prime-time TV?
Television programming is losing more of its audience to digital, according to a new study commissioned by the Interactive Advertising Bureau. According to the study, the number of U.S. adults watching original video programs online at least once a month has grown to 63 million from 45 million in 2013 with users describing digital video as more “innovative,” “memorable” and “fun”. According to IAB, 26 percent of the U.S. adult population now watch original digital video. The study found that those who do watch online prefer it over prime-time, news, sports or daytime TV. Around 62 percent of those surveyed said they prefer original digital video over prime-time TV because it allows them to watch their shows on their own schedule.
Updates for Google’s DoubleClick
Google has updated DoubleClick for Publishers. This will make it easier to sell native ads that look good across device screens and experiences including mobile websites, apps and desktop sites. Google’s solution works by asking marketers to provide individual ad components such as headlines, images and article text, then fits them to each screen.
Facebook Loses Credibility
News outlets say that journalists who were hired to give Facebook news credibility—routinely suppressed stories about conservative leaders and issues. According to an article in PR Daily, Facebook news curators said conservative topics were suppressed on the site and conservative-leaning websites such as Breitbart, Drudge Report and Red State were pushed down in the rankings. The former curators also accuse Facebook of injecting stories into the “trending section” that didn’t necessarily warrant that tag.
National Geographic’s First Instagram Video Series
National Geographic announced plans to leverage that social dominance with several new digital initiatives, including 10 digital series, its first Instagram video series and a virtual reality platform. With more than 49 million followers on Instagram, National Geographic is the No. 1 media brand on the platform, and the No. 13 brand overall, trailing only celebrities like Beyoncé, Justin Bieber and Kim Kardashian.
Largely fuelled by social networks, the new world of data is enabling marketers to connect with the right audience, at the right time. The change in focus is causing many to re-think their traditional approaches and use the data available to create more refined messaging for specific audiences and audience subsets. If you target people based on more of the things they’re interested in, you can save money and increase response. A recent survey of 350 senior North American marketers to better understand the impact of people-based advertising in their businesses. Some interesting findings include:
– 70% of North American advertisers are buying people-based ads.
– 83% of North American advertisers report that people-based ads outperform traditional digital media.
– 92% of North American media buyers are increasing people-based advertising buys this year.
Why are brands tapping into the value of the Instagram re-gram, and re-posting real customer content from their branded handles? Because it can accomplish a variety of marketing goals – from building an online community and generating brand awareness, to driving more sales. Here are a few ways to repost on Instagram to improve your marketing: to celebrate customers, to propel your social campaign, and to integrate with ecommerce,
TruTV Is Attracting a Younger Audience
truTV says its median audience is now 35 years old, a full three years younger than a year ago, and ranks among the top cable networks with young adults. On the content side, truTV is adding three new series and a pair of specials, in addition to six more pilots in development.
Want a six pack of ‘America’?
Budweiser has sought approval for new labels that replace the Budweiser name with “America,” according to a filing with the Alcohol and Tobacco Tax and Trade Bureau. The labels don’t stop there. They include phrases such as “E Pluribus Unum” and “from the redwood forest to the Gulf stream waters this land was made for you and me,” as well as “indivisible since 1776.”
We were lucky enough to have some tweens in our office last Thursday for Take Your Child to Work Day. They shadowed their parents in their daily routines, and were able to see first hand how an agency operates.
They helped with filing, participated in meetings, observed the complex video editing process, and even tried writing headlines.
It was a great experience for all involved!
Of course, we were not the only ones who participated in this national event.
More than 37 million Americans at 3.5+ million workplaces brought their sons and daughters to work.
A Quick History
Like many good things, Take Our Daughters And Sons To Work Day got its start in the 1990s. At that time, it was called Take Our Daughters To Work Day.
The event began in New York City in 1992 as the brainchild of Gloria Steinem and the Ms. Foundation. It caught the attention of Parade magazine editor Walter Anderson, who interviewed Steinem and helped the event go national. It rapidly gained popularity.
By 1996, more than 5 million girls from 14 countries participated in the event. It was lauded as a fantastic opportunity to encourage girls to consider all different types of career choices, even those in traditionally male-dominated fields.
At that time, many organizations also began allowing boys to join in on the event and informally called it Take A Child to Work Day or some equivalent. For the tenth anniversary of Take Our Daughters And Sons To Work Day in 2002, young men were officially included in the career exploration event.
Over the years, this the Take Our Daughters And Sons To Work Day event has helped millions of children gain a first-hand appreciation of the realities of the working world.
Source: National Women’s History Museum, Ms. Magazine, Los Angeles Times, Romper.com
Snapchatters Are Watching 10 billion Videos Daily
Bloomberg reported that 10 billion videos are now viewed each day on Snapchat, the ephemeral photo- and video-sharing app. This is up from 8 billion per day in February. In addition, 60 percent of the app’s daily users crank out their own snaps every day. Looks like Snapchat is going head-to-head with Facebook to acquire new users while boosting views.
Viacom-Roku Advertising Deal
Viacom and Roku announced a new partnership which will give Viacom access to Roku’s audience data and enables the company to deliver targeted advertising to Roku’s various audience demos. According to Viacom, this is the first time a programmer has gained access to Roku’s audience targeting data. Roku users streamed 5.5 billion hours of content in 2015. Viacom anticipates a thriving TV upfront marketing this year, so this Roku deal gives the company even more data to tout during its upfront talks.
DreamWorks vs Disney
NBCUniversal announced it will acquire DreamWorks Animation for $3.8 billion. The deal was mostly hailed as a film play for NBCU’s parent company, Comcast, as it seeks to challenge Disney’s big media dominance. Now both companies will be in the short-form, millennial-focused multichannel network space.
Brands are Speaking emoji
Emojis are now a part of the marketing strategies of magnet brands such as Starbucks, Domino’s Pizza and General Electric. The typographical cartoon symbols have been lifted from the smartphone screens of millennials and inserted into the strategies of brands. Recent data reveals that more than a quarter (28 percent) of Facebook’s top-brands have used emojis in their posts in 2014. By 2015, that number had increased to 40 percent. During the same time on Twitter, the number of top profiles using emojis in their tweets increased by 15 percent.
Embracing the 5-second Spot
Pepsi created 100 five second spots that will air on TV and in search-triggered digital media this summer. These are emoji-themed commercials, creating a slew of 100 five-second spots showing brief, charming, cartoon vignettes of Pepsi bottles doing summery things like skydiving, sunbathing, eating ice cream and more. Want a sneak peak?
We’re excited to welcome Marissa Porcaro – our newest Senior Account Supervisor. Marissa will manage day-to-day client work and collaborate with public relations, media buying and planning, social media and creative teams to develop and execute our marketing campaigns.
With valuable experience, insight and skill in digital marketing and brand strategy, Marissa is a perfect fit for the agency. She plays an essential role in providing insightful and strategic value to the development and execution of campaigns. Marissa brings with her a lot of experience in account leadership roles. From the Sieb Organization, to the E.B. Lane and Professional Beauty Association, to her most recent role as Marketing Director at the North Carolina Chamber in Raleigh, Marissa is well suited for the job.
Marissa is a graduate of the School of Journalism and Mass Communications at the University of Wisconsin – Madison, where she earned a Bachelor’s Degree in Journalism and an emphasis in Strategic Communication.
Welcome to the team, Marissa! We’re so happy to have you.
1. Illustrator Promotes Sunglasses Through “Live” Graphic Novel
Illustrator Jonathan Bartlett is helping with a new campaign which features a graphic novel posted on an Instagram series. The story highlights protagonist Frankie Malone in a dystopian thriller setting. Followers can comment what they want to happen next, creating an interactive and live experience that’s gained some traction.
2. Live Streaming Just Got Better
Mevo has released a new live stream camera that allows for video to be edited in real time. This means no more shaky iPhone or Go Pro videos. The device is pocket sized and allows for video to be edited at the same time its being shot and posted on several different platforms. Users can also “crop” the video into about nine different “shots” that make it look like there are different camera angles, all while not moving the device itself. This is definitely a huge game changer when it comes to the popularity of live streaming video.
3. Going Purple in memory of Prince
The passing of Prince Rogers Nelson on Thursday garnered 4 million tweets in only a few hours — and that number rose throughout the day. Prince was recognized online by brand managers, celebrities, fans, news and lifestyle publications—and just about every other type of person or organization #RestInPurple #Prince
4. Facebook Messenger Added a New Feature
Facebook Messenger has been introducing a ton of new features lately including a feature that allows people to pay back their friends over the app. The most recent feature is a group voice call option. The newly introduce phone icon in the app, when pressed, will immediately call all of the members in that group at the same time, adding a quick and interesting new communication option.
5. Is the Barbie Campaign Working?
Earlier in the year, Barbie started a new campaign hoping to sell more realistic dolls for girls. The new dolls come in all shapes, sizes, skin tones, and hair and eye colors. The new toys received a lot of great feedback, but the company’s Q1 report seems to indicate that they are still down in sales. It will be interesting to see what happens next.
Week in Marketing: Adulting, Branded Content, Tacos on Slack, Live Streaming Billboards, Pitching App
1. Millennials Want A Break From “Adulting”
While growing up has been difficult for every generation, millennials seem to be the most vocal about their distaste with the transition from child to adult, coining terms such as “adulting” to describe their newly acquired responsibilities. This openness to discussing their attitudes about growing up has been facilitated by social media, and as a result, businesses have heard and are responding. From the creation of adult summer camps, such as Camp Throwback and Camp Grounded, to the rise of adult coloring books, brands are giving millennials the chance to take the break from adulting that they are asking for.
2. Facebook Makes Space For Branded Content
Facebook has recently changed its rules to allow verified pages to share branded content on its platform – something that was once prohibited. This is an interesting move on Facebook’s part, as it will not directly increase the company’s advertising-based revenue, even as the number of advertisements on the website increases. However, it is suspected that the company is hoping brands will take organically successful content and choose to promote it through Facebook’s paid services. Facebook defines branded content as “any post — including text, photos, videos, Instant Articles, links, 360 videos, and Live videos — that specifically mentions or features a third party product, brand, or sponsor.”
3. Order Your Tacos Off Of Slack
Taco Bell has teamed up with communication app Slack to allow customers to order from a limited menu, pay for food, and then pick it up from a nearby Taco Bell location. Taco Bell was inspired by its own use of Slack, and aims to give customers more accessibility to its food and brand. Taco Bell customers can sign on to Slack, install a “Taco Bot,” and interact with it to order food and even start a conversation.
4. Live Streaming Billboards
The day before Earth Day, Recycle Across America is live-streaming a PSA campaign on billboards. The recycling campaign will air near-real-time photos of celebrities. It is the first advertisement of its kind thanks to the manner in which advancing technology is pulling advertisements away from the home.
5. New Pitching App
There is now an app modeled after Tinder with the intent of connecting to reporters. The app, UPitch, allows brands to condense pitches into no more than 400 characters and four pictures to grab the attention of reporters. The reporters can then swipe right or left depending on whether they want to pick up the story.
1. Lines Blur Between Soda and Booze
Pepsi’s new 1893 Soda highlights a new marketing strategy by PepsiCo that may change the soda industry forever. The new cola is made from real sugar, sparkling water, aromatic bitters and real ginger. Sounds like it was made to mix with whiskey, doesn’t it? That’s because it was. PepsiCo is trying to tap into the mixology trend and harness the millennial culture of cocktails by trying to get into the bar business. Cheers to that.
2. Facebook Enables Blind Community
Facebook now offers blind people audio descriptions of images on their newsfeeds. The new feature uses artificial intelligence technology to enable “screen readers” – which read newsfeeds and describe the content to users, including the likes and reactions posts receive. This innovative use of AI technology is “an important step towards making sure everyone has equal access to information and is included in the conversation”.
3. Twitter-NFL Deal Promising for Marketers
Twitter announced a new deal with the NFL to livestream 10 of the leagues Thursday Night Football games next season. What does this mean for marketers? The partnership allows more Twitter advertising inventory that will play during games, regionally specific ads, premium pricing, and the beginning of a promising live sports- social media relationship.
4. Retail Stores of the Future
With consumers doing most of their purchasing online, brands are refocusing their brick and mortar stores to function solely as a brand advertisement. These so-called “concept stores” allow consumers to interact with products, associates, and the brand. Reebok is combining a CrossFit gym and retail offerings in FitHub stores, Staples is providing Workbar spaces in retail stores, and Tory Burch offers Yoga classes at its new Tory Sport stores. The future is here: stores are becoming more than just stores.
5. Swift’s Fall Sends Drake’s iTunes Sales Soaring
Apple’s new “distractingly good” ad for Apple Music, featuring an epic fall by pop-star Taylor Swift, has already racked up more than 20 million views on Facebook and Instagram. The ad shows Swift hardcore jamming out to Drake’s “Jumpman” while working out on a treadmill quickly followed by a hilarious wipe out. Not only has the ad promoted Apple Music, but iTunes sales of the featured Drake track have shot up by 431 percent globally. Good for Apple, good for Drake, good for viewers. It’s a win-win-win.