Hasta La Creative!

Marketers can run ads across social media all they want, but the reaction among consumers is what counts. And by that measure, Netflix is in good shape with the second season of “Stranger Things,” the summer series that it renewed last week. A teaser announcing the renewal generated more engagement than any other brand posts on YouTube and Twitter, according to ListenFirst Media.

Check out all the week’s most-engaging brand posts on major social-media platforms, and click on the chart to see the original post in its native habitat.

Methodology: Marketer MVPs surfaces the individual brand posts, both paid and organic, that generated the most engagement on Facebook (defined as likes, shares and comments), Twitter (retweets and likes), Instagram (likes and comments), Tumblr (original notes) and YouTube (official views, comments and thumbs-ups). Brands tracked are the 200 most-advertised brands by U.S. measured-media spending in 2014, per Ad Age Datacenter, in addition to the top 500 brands as identified in the Redbooks 500.

Continue reading at AdAge.com

Five years. That’s how long “native advertising” has been a thing. That’s when digital publishers started offering content marketing solutions to brands. It’s when BuzzFeed tripled revenue, further validating that branded content was here to stay. Publishers, new and old, from the New York Times to Vox, quickly followed suit, creating expansive content studios to support the growing demand for these services. I did the same thing during my time at Time Inc. and Business Insiderstaffing big teams, creating a ton of content, selling it to brands.

One small problem, though: We had no idea if the content was good.

Now, the concept of “good” content is somewhat subjective. At the very least, we can agree it’s difficult to discern if branded content solutions help marketers achieve their goals. But to this day, publishers, brands, and agencies have difficulty measuring the efficacy of branded content. It definitely “feels” more valuable than a set of banner ads, but why is it so difficult to prove?

Continue reading at AdAge.com

Ao longo dos anos, junto com os anúncios de novidades da Apple, uma outra coisa sempre aparecia: um compilado em vídeo das principais novidades anunciadas pela companhia. E dessa vez aconteceu novamente – exceto que quem publicou o compilado em vídeo foi a própria Apple. Veja acima. O vídeo foi intitulado “não pisque” e dada […]

> LEIA MAIS: Veja os principais lançamentos da Apple em compilado de 107 segundos

No dia 8 de setembro de 1966 um fenômeno começava nas telas das TVs norte-americanas. Esse foi o dia de estreia da primeira série “Star Trek” nas telinhas. E para comemorar os seus 50 anos, o Facebook homenageou a série criando reações personalizadas no lugar das que estamos acostumadas a ver. Segundo Lindsey Shepard, líder […]

> LEIA MAIS: Aniversário de 50 anos de “Star Trek” ganha reações personalizadas no Facebook

Category: Beyond Madison Avenue
Summary: Machine learning is virtually everywhere behind the digital advertising scenes. There have been a number of ADKDD workshops in conjunction with KDD, one of the oldest machine learning conference. The advertising environment is (for the better or worse) very data rich, and the rise of programmatic buying…

But Heineken USA executives say that as the campaign evolves, several significant differences will emerge. For one, the brand is trying to contemporize the role that women play in the spots. In the old ads, females merely fawned over the man. Often dressed in sexy cocktail dress outfits, they hung on him as he delivered his signature line — “I don’t always drink beer, but when I do, I prefer Dos Equis.”

“The women will play a more active role in the storytelling,” said Andrew Katz, Heineken USA’s VP-marketing for Dos Equis. “In the past they were very passive, they were just there, and I think now they will be more central to some of the stories we tell.”

In the teaser, a mysterious woman appears at the end. Could there be a Most Interesting Woman in the World role? “Right now there is not, but there will be many interesting women that he encounters along his journey,” Mr. Katz said.

Continue reading at AdAge.com

Flavored condoms generally come in sweet and fruity flavors, like strawberry, grape and banana. Now imagine one that tastes like eggplant.

Durex is retaliating against the Unicode Consortium, after the tech-standardization overlord in August rejected the marketer’s bid for an official condom emoji, by launching a gag campaign about the launch of a savory rubber based on the phallic purple plant—which, in millennials’ texts about sex, has become a popular metaphor for dick.

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