É verão! E, atualmente, os efeitos do sol preocupam muito mais do que quando as pessoas não tinham noção dos malefícios proporcionados pela radiação emitida pelo astro. Isso fez com que a indústria de roupas com proteção solar crescesse recentemente. Mas elas realmente fazem diferença? Como e por quê? Saiba neste episódio do Naruhodo! — no papo […]
> LEIA MAIS: Naruhodo #59 – Roupa com proteção solar funciona?
Ad Age “Media Guy” columnist Simon Dumenco’s media roundup for the morning of Tuesday, Feb. 21:
Here’s a head-scratcher: What happens if a journalistic institution you’ve dismissed as “fake news” publishes a story that praises what you just did? (See No. 1, below.) That must be bad news, right? Who wants praise from fakers? Although maybe the fakers are just faking being pleased with your action? Or perhaps it’s Opposite Day and the dishonest media failed to report it? Yes, that must be it. Anyway, on with our morning media roundup …
1. Across the cable news landscape last night, there was rare bipartisan praise for President Donald Trump’s announcement that he’s replacing ousted National Security Adviser Michael Flynn with Army Lt. Gen. H.R. McMaster, and the morning-after buzz remains predominantly positive too. CNN National Security Analyst Peter Bergen, for instance, is out with a post headlined “Trump’s brilliant choice of McMaster.”
The trade group that markets products made with cotton wanted to get the message of the fiber’s breathability and quality closer to where consumers were actually shopping. Cotton is “an ingredient brand,” said Jill Orsini, advertising director at Cotton Inc., meaning its marketing efforts are “brand agnostic.” So, while the organization wanted to remind people that they should buy products made from cotton, only looking for audiences that viewed certain product categories, or items with particular brand names, did not suffice.
Working with Bazaarvoice, Cotton Inc. determined whether people were in the market to buy products such as bath towels or denim jeans containing cotton by using SKU-level description data showing when items list cotton in their materials listings. When the not-for-profit served those audiences ads promoting the benefits of cotton over synthetics, it found the approach may have helped boost sales of items made with its ingredient.
The campaign also inspired an idea to use the results to convince brands and retailers to tout cotton in product names and top-line descriptions on product pages.
This Sunday, The New York Times will debut its first-ever ad to run on the Academy Awards. The simple, black-and-white typographic spot lays out, line by line, a litany of conflicting statements, anchored by the three words, “the truth is” — “The truth is alternative facts are lies. The truth is the media is dishonest. …The truth is a woman should dress like a woman. The truth is women’s rights are human rights” and so on.
The non-Oscars version of the spot will continue to run nationally on broadcast for a week after the awards, with digital ad buy continuing for a month. Other assets will include digital and social ads, print ads running in the Times from Friday through Monday, as well as out of home in New York, Los Angeles, Washington, D.C. and San Francisco.
Mr. Rubin did not disclose how much of the Times’ marketing budget for the Oscars ad entails. While the Times is “an efficient advertiser,” the ad does represent a “huge investment,” he said. As reported in Ad Age, 30-second ad slots during ABC’s broadcast cost anywhere between $2 to $2.5 million.
Many developers were concerned that Apple’s Search Ads program was just another way to award popularity to the highest bidders in the App Store. However, while the ads technically operate on an auction system, there is more at play in landing a popular search ad than just paying a high amount. Relevancy is also key, and that primarily comes from App Store Optimization, or ASO.
Apple’s Search Ads are different from other keyword-focused ad targeting platforms. Many platforms do simply award ad placement to the highest bidder. That can lead to messy situations where companies purchase advertisements for irrelevant keywords, creating headaches for users and often resulting in fewer impressions. This is the type of system many developers were afraid of when Apple announced that is Search Ads would use a similar auction format.
Instead, Apple has made bid price just one factor that counts towards landing a Search Ad. Relevancy is the other.
Hyatt Hotels Corp. is the latest marketer to promote unity in this charged political environment. During the Oscars on Sunday, the company will unveil “For a World of Understanding,” a new corporate brand campaign with its first-ever commercial during the Academy Awards. Set to a modernized version of the song “What the World Needs Now Is Love,” the 30-second spot showcases travelers around the globe connecting with others. In one instance, a blonde woman on a train appears potentially suspicious of a fellow passenger in a headscarf, before smiling in gratitude as the latter helps pick up her belongings off the floor.
“We see travelers in unfamiliar locations, then we see a human gesture that can make all the difference,” said Maryam Banikarim, chief marketing officer at Hyatt. “Everyone can relate to that notion of being in an unfamiliar space and having someone reach out and having that transform their experience.”
The campaign is designed to highlight Hyatt’s new global platform and brand identityone built on making connections for travelers via the Dionne Warwick hit adapted by singer Andra Day. This marks Hyatt’s first overarching brand spot for TV in more than a decade; the hotelier has run ads specific to some of its 13 brands in recent years, including a 2015 commercial for Hyatt Regency.
The trade group that markets products made with cotton wanted to get the message of the fiber’s breathability and quality closer to where consumers were actually shopping. Cotton is “an ingredient brand,” said Jill Orsini, advertising director at Cotton Inc., meaning its marketing efforts are “brand agnostic.” So, while the organization wanted to remind people that they should buy products made from cotton, only looking for audiences that viewed certain product categories, or items with particular brand names, did not suffice.
Working with Bazaarvoice, Cotton Inc. determined whether people were in the market to buy products such as bath towels or denim jeans containing cotton by using SKU-level description data showing when items list cotton in their materials listings. When the not-for-profit served those audiences ads promoting the benefits of cotton over synthetics, it found the approach may have helped boost sales of items made with its ingredient.
The campaign also inspired an idea to use the results to convince brands and retailers to tout cotton in product names and top-line descriptions on product pages.
This Sunday, The New York Times will debut its first-ever ad to run on the Academy Awards. The simple, black-and-white typographic spot lays out, line by line, a litany of conflicting statements, anchored by the three words, “the truth is” — “The truth is alternative facts are lies. The truth is the media is dishonest. …The truth is a woman should dress like a woman. The truth is women’s rights are human rights” and so on.
The non-Oscars version of the spot will continue to run nationally on broadcast for a week after the awards, with digital ad buy continuing for a month. Other assets will include digital and social ads, print ads running in the Times from Friday through Monday, as well as out of home in New York, Los Angeles, Washington, D.C. and San Francisco.
Mr. Rubin did not disclose how much of the Times’ marketing budget for the Oscars ad entails. While the Times is “an efficient advertiser,” the ad does represent a “huge investment,” he said. As reported in Ad Age, 30-second ad slots during ABC’s broadcast cost anywhere between $2 to $2.5 million.
Mensagem escrita à mão está dentro de um disco de vinil do álbum “Divide”, que será lançado no dia 3 de março
> LEIA MAIS: Ed Sheeran esconde bilhete em disco e vira Willy Wonka da música
Every year, thousands of volunteers in every italian city join Legambiente in the special 3days event called “Puliamo il Mondo” (Clean up the World) in order to help the public service to fight environmental degradation. They will show no mercy for all the abandoned waste!
The Foreign Ministry’s website now highlights articles it considers to be false, but critics say that the ministry’s designation should be considered a “medal.”
Cena de quase cinco minutos funciona como complemento ao filme que estreia em 18 de maio
> LEIA MAIS: Fox lança prólogo de “Alien: Covenant” para apresentar toda a tripulação da nave
The call for entries is open for the Wave Festival, a leading ad festival for Latin America that includes the U.S. Hispanic market and Puerto Rico.
Entries are due by Friday, March 17, 2017 for the Wave. See the Wave’s 15 categories and enter here.
Advertising Age is partnering with the Wave, to be held April 5 and 6 in Rio de Janeiro. The regional Wave Festival is organized by Meio & Mensagem, Brazil’s top advertising and marketing publication and events organizer, and Ad Age’s longtime partner in Brazil.
Part one of a two-part column.
Before becoming a client, I spent more than a dozen years at ad agencies around the globe, working as a brand strategist, trying my best to help our clients crack opportunity wide-open. But honestly, most of my time was spent diving in deep on dozens of pitches. That’s one of the many secrets of ad agencies: their shoulders are generally pushing against the Sisyphean boulder of new business, doing everything to win bigger and braver clients. It’s thrilling, exhausting work.
And so I knew very well the massive commitment of time and treasure I was demanding of ad agencies when, as chief creative officer at General Mills, I called a review of our creative partnerships last year.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
