This campaign is about the create a link between the exaggeration of image manipulation in social networks and the exaggeration of exposure to solar radiation. Over treatment impairs your image. Too much sun without protection harms your skin. And one of the main causes of skin cancer comes from this unprotected exposure.
A veteran correspondent, he was the last surviving journalist who questioned Nixon and Kennedy in the first televised presidential debate.
What if we haven’t been living through a short-lived chicken sandwich war, but in fact are experiencing the first days in a glorious Chicken Sandwich Golden Age? When the Popeyes chicken sandwich went from viral phenomenon to sold-out status in a mere week, we at Adweek assumed things would quiet down for a while. But…
A Unilever conquistou um marco importante em seus esforços de sustentabilidade ao atingir o uso em 100% de energia renovável em suas instalações nos cinco continentes. – África, Ásia, Europa, América do Sul e América do Norte. De acordo com o anúncio feito pela empresa, esse uso de energia renovável está ocorrendo em uma ampla …
O post Unilever atinge uso de energia 100% renovável no mundo todo apareceu primeiro em B9.
Campaign was delivered to the public via most communication channels and engaged the society to share their everyday mistakes. According to research, people thought that they would not make any mistakes, therefore most of society’s opinion of insurance was, that there was no need of it.
Because you only have to remember to use Bravecto four times a year, Alan can relax, knowing that it’s one thing his forgetful human, Vicki, can’t… well… forget.
Pathways to Education, a charitable organization working to break the cycle of poverty by helping students living in low-income communities to graduate from high school, has launched its first-ever national awareness campaign, “Build Pathways.” Launched nationally on September 2, the work draws attention to the individual and societal benefits that start with high school graduation, and some of the barriers that prevent students from graduating. The brand’s multi-pronged campaign, developed by Camp Jefferson, features a media buy – spanning television, cinema, social, and OOH (transit and digital) – and a media relations campaign to educate people about the issue at large. By correlating graduation rates and challenging social issues, the campaign’s video showcases the future that the next generation have the potential to create – assuming they complete high school. While the outdoor component of the campaign takes inspiration from textbook-styled problems to educate Canadians on the socio-economic implications of not graduating from high school.
When marketers talk about the problems plaguing online ads, they tend to focus on performance-impacting issues, such as viewability, click fraud, and the expensive ad tech tax. You may also hear about brand safety, but usually in reaction to high-profile mishaps like with Youtube and Breitbart.
This is because digital advertising falls under the realm of the performance marketer, who is paid to ensure CPCs stay below this and CTRs stay about that. They are incentivized to view success in the short term. And the folks who are paid to build brand equity (say, the CMO) generally let this team have full reign over spend, as long as it’s within a specific ROI.
There’s nothing wrong with this, but it does carry a major risk: what may drive clicks in the short-term could tarnish a brand’s reputation long-term. This doesn’t mean it will, but it’s important for buyers to be aware of where they buy and the issues that can accompany online advertising from a branding perspective.
Below lists five of those risks, with advice on how to avoid those pitfalls.
1. You can get lumped in with spammy advertisers
Spammy ads have existed since the beginning of online ads. In fact, what’s credited as the very first ad (from AT&T on HotWired.com in 1994) involves rainbow text and a clickbait headline.
These ads, however, have multiplied thanks to recommendation widget networks like Outbrain and Taboola, who legitimized them via placements on major publications (Outbrain claims they work with 80% of the world’s premium publishers).
We’ve all seen these ads: the “You May Like” sections that promote cure-all supplements, celebrity gossip slideshows, and, sometimes, legitimate brands. And we all know what happens when you click them: you’re taken to either (1) a page that’s so ridden with ads you quickly exit (sadly, you’ll never learn which Bieber girlfriend was the richest), or (2) a seemingly-impartial “article” that blatantly promotes the product.
Appearing in this section, then, lumps you in with these spammy advertisers (there’s no escaping it, since the advertiser’s name is on each ad). For instance, in the above example, the $4B public company LendingTree appears alongside two dubious ads. Not only that, but they employ a clickbait headline that feels off-brand, especially considering their own CMO stated LendingTree’s purpose is “to help simplify financial decisions…through choice, education, and support.”
This ad likely drives clicks and leads for LendingTree, but they run the risk of looking spammy and manipulative, a trait that belies their “education and support” mantra.
The easiest way to sidestep this risk is to stay away from recommendation widgets. Even whitelisting to the highest premium sites won’t do much. You could also build a dummy brand whose only purpose is to direct users to your main site, helping to hide your brand name in the ad itself. At the very least, try to not use off-brand clickbait headlines and deceptive images.
2. Your brand can get associated with terrible, frustrating ad experiences
It’s no secret that people hate bad ads. Like, a lot. In fact, 91% of people say ads are more intrusive than even just 2-3 years ago. This doesn’t mean they think ads should go away: 83% agreed that ‘not all ads are bad, but I want to filter out the really obnoxious ones’, indicating that the issue isn’t ads per se, but bad ad experiences.
Nor are consumers forgiving. 48% of people say they abandon an app or site if it crashes, and 25% said they’ll then seek out a competitor. And a Microsoft-led research study found that when a site showed spammy ads to a cohort of visitors, that group was 20% less likely to return to the website versus a control group (non-intrusive ads led to only a 5% drop).
These studies highlight how much bad ads frustrate users, though they do focus on the impact on the publisher. While harder to measure, it makes sense that this agitation could bleed over onto the advertiser as well.
Indeed, given that 99% of marketers care about brand safety (with ‘brand safety’ defined as a strategy ensuring ads don’t appear somewhere that conflicts with the brand’s image), why does this concern focus on contextual placement? If brand safety is about avoiding off-brand association, marketers should also avoid being associated with bad ad experiences, which could tarnish brand loyalty long-term.
Below offers examples of ad units and experiences to be wary of, but there are certainly more than just these.
Too many ads: While most sites squeeze extra ad units wherever they can, others prefer to live by the principle of, “Why place one ad when you can place thirteen?” Sometimes there are so many ads that it’s difficult to identify what is and what isn’t organic content. And while this is more prevalent on low-quality websites, even established brands, like Kmart, do it.
Pop-ups (or pop-unders): Not surprisingly, 73% of consumers detest pop-ups. And yet, well-known brands work with pop-up/pop-under ad networks. Not only are they intrusive (who wants to exit their browser to discover an ad was lurking behind), they are often used by actual scams, like ads for nefarious “anti-virus” software.
Autoplay video ads: Most video networks err on autoplay, even though 82% of people will exit a web page if they hear an autoplay ad! Being associated with this annoyance is not ideal for any advertiser.
Slow page loads: Users are not dumb. If content appears quickly but the page is still loading and jumping around, they know it’s due to ads. It’s prevalent and frustrating when it happens, and the last thing you want is for this agitated person to realize it’s your ad that’s the culprit.
How do you prevent your brand from being associated with bad ad experiences? It’s difficult, but possible, and involves being aware of whom you work with, what ad units they use, and what sites they appear on. One strategy is to focus on direct deals with curated publishers, programmatic direct campaigns, and spending on self-serve ad platforms like Facebook, Quora, and Pinterest.
Since programmatic ads/OpenRTB will likely be a traffic source too, it’s important to request site lists, blacklist/whitelist, and do research about what ad formats each partner uses.
3. Retargeting ads can make you look creepy
At a time when people are convinced Amazon and Facebook are listening to us via Alexa or our smartphones (they are not), retargeting ads can be both effective for advertisers and creepy to the end user.
These ads – where advertisers target people who have visited their site/app – generally see much better performance than standard ads, such as 10x. But when a user opens their Facebook app and sees your ad; then plays Candy Crush and sees your ad; then, in a frantic attempt to get away from you, puts down their phone and visits CNN on their computer, only to be greeted by three of your ads — well, it can be a little jarring.
Retargeting shouldn’t be shunned – it’s a smart marketing tactic – but employing frequency capping where applicable can limit how often your ad gets displayed in a given timeframe, minimizing over-exposure. While there’s no magic number, it could be worth testing increasingly stricter rules to understand the impact on clicks and conversions. It could be that stark FC rules don’t hurt performance if clicks happen within the first couple retargeted impressions, with subsequent ones succeeding only in creeping out the user.
4. Poorly-labeled sponsored content can appear deceitful
I’m going to break “sponsored content” into two types: (1) sponsored listings, like on Amazon and Yelp, where vendors/sellers pay to promote their products, and (2) sponsored articles, like on Politico and The Onion, where a brand pays for a self-promoting article.
In both scenarios, the ads, served through a native ad server, are often indistinguishable from organic content beyond them being marked as “sponsored”, “branded content”, etc. Even then, though, 12% of sponsored content violates the FTC guidelines and doesn’t have any label.
Since most sponsored content also keeps the user on the same site (such as Amazon ads linking to actual Amazon products, and Politico sponsored articles going to a Politico link), it’s easy to click through without realizing it’s a paid placement. It may take until the end of the article to realize it wasn’t an impartial piece.
This discovery comes at a cost: 43% of US users say they feel disappointed or deceived if they later find out content was sponsored (comically, that same study is a sponsored article on The Holmes Report). As with others, the research doesn’t break down whether this sentiment is aimed at the publisher or advertiser or both, but either way, the advertiser is involved in the equation.
Avoiding this risk isn’t difficult. One, work only with partners that clearly label ads (from a legal perspective, this is also important). Two, if you are doing sponsored articles, create engaging content that provides value to the user so they won’t care if it is promoted. For instance, H&R Block did a wonderful job partnering with The Onion for a branded piece that looked and read like any other satirical article.
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Do these risks mean marketers should stop their online advertising? Of course not. But it is important for a company’s marketing team to bridge the gap between the performance advertiser and the brand marketer, as a digital campaign focused purely on clicks and sales could lead to a decline in long-term brand equity. Indeed, if a user keeps associating you with spammy advertisers, bad ad experiences, creepy retargeting, and deceitful labeling, they may think twice about becoming or staying a brand loyalist.
As with contextual brand safety concerns, the main solution is to be cognizant of where your ads are appearing – and what ad partners you work with – and doing the best you can to minimize these risks and stay on-brand.
This contributed article was written by Chris Shuptrine, VP of Marketing at Adzerk, a software platform that makes it easy for brands to build their own ad servers.
Laurence Fishburne and Sam Rockwell will star as the junk store hustlers in the revival of the 1975 play.
This story is part of a weeklong series on climate change and sustainability. It’s in partnership with Covering Climate Now, a global journalism initiative to cover climate change in the week leading up to the U.N. summit on climate change in New York on Sept. 23. Click here to learn more about the initiative and…
Facebook provided an update on its Dangerous Individuals and Organizations policy, which is aimed at thwarting terrorists, violent extremist groups and hate organizations on the social network and Instagram. The social network said in a Newsroom post that some of its measures pre-dated March’s terror attack in Christchurch, New Zealand, but that event and the…
It all begins in the savanna… Somewhere in Africa? Where the hunter is hunting white rabbit with his typical Safari hat and giant plastic bow and arrow… Wait what is happening here? It’s LEGO. rebuilding the world, and the white rabbit takes us on a chase through anything you can think up. There are even easter eggs in this ad, the license plate of a pink car is CS60138, which is Legos “High-speed Chase” set and there’s JM60047 on the VW bus, which is the Police Station set, so that’s a bit of a foreshadowing. The chase even has a guesting dragon appear, and he spits flames onto peoples clothes like it’s 1999 and Guy Fieri is stylish. There’s even a life-sized replica of the Lego House in Billund, Denmark, and soe of the characters you see are classic toys like the wooden duck.
It’s fun, it’s exciting, it’s extremely well-executed and it owes its roots to the original Lego ad where a clever mouse turned into a fire engine to fight a dragon created by TBWA, London, back in 1980.
The work was directed by Traktor through Stink and the soundtrack was composed by electro-musicians and composers Flavien Berger and Jacques. Mikros MPC did the special effects, while the creative was done by BETC Paris and The Lego Agency. Naturally there are simple posters to go with the campaign.
Ad agency: BETC
Directed by Traktor through Stink
Soundtrack: Flavien Berger and Jacques
Pensando em facilitar a vida de quem só quer comer bagel, a Philadelphia Cream Cheese criou uma ferramenta que transforma tudo em bagel. O chamado Bagel That é uma criação da agência Gut e que brinca com a ideia de transformar panquecas, waffles, pizzas, torradas e pães comuns em bagels. É claro que, na verdade, …
O post Philadelphia Cream Cheese cria ferramenta que transforma tudo em bagel apareceu primeiro em B9.
Creative branding agency loyalkaspar has produced an installation of five colorful murals in New York City for ESPN’s US Open, with each mural depicting a participating athlete – Serena Williams, Roger Federer, and Naomi Osaka among them. The installation was used as the basis for a public event in the Dumbo neighborhood of Brooklyn, resulting in an anthem TV spot. This work comes off the back of several successful ESPN branding projects by loyalkaspar, including brand identities for College Football and Get Up. The mural project allowed the agency to shift focus from its strategic expertise and highlight their design and production capabilities. Working to a tight deadline, loyalkaspar sought to fuse artistry and sports fandom into a unique experience for New Yorkers that could then be shared on screens around the country. A sense of place Chief Creative Officer at loyalkaspar, Beat Baudenbacher wanted to ensure that the murals and spot positioned the US Open as a uniquely New York moment in contrast to tennis events in Wimbledon, Paris or elsewhere. “We wanted to create work that gave the US Open a sense of place, really capturing New York’s urban, eclectic dynamic and infusing the Open with that epic feel,” says Baudenbacher. So, once the murals had been assembled on site in Dumbo, with a picturesque view of the East River, visitors were invited to interact with the installation during loyalkaspar’s film shoot. The resulting spot shows New Yorkers of all types posing in front of the murals on a sunny day. Dynamic and joyful footage in front of the murals includes families and groups of friends posing for selfies, dogs chasing balls, and plenty of adorable children. A particularly powerful sequence sees two young girls twirling before the Serena Williams mural, then cuts seamlessly to ESPN footage of Serena performing her signature twirl on the tennis court. Using multiple filming tactics to capture the public interaction with the murals, loyalkaspar aimed to incorporate the vibe of the city and the US Open on as many levels as possible. A time lapse photographer captured the onslaught of visitors throughout the day and a crane camera was used for the spot’s final shot: the city skyline at sunset. The crane offered, in Baudenbacher’s words, a “dynamic and super epic scope.” Meanwhile small handheld devices allowed the loyalkaspar team to tap into the more intimate moments individuals had with the murals. Footage of the athletes was spliced in during post-production, always cleverly mirroring the action at the installation. Cutting through the noise For Baudenbacher and his team, perhaps the most exciting element of the brief was the chance to make the public part of the project. Not only did constructing the murals in a public space provide an opportunity for the anthem spot’s local vibe, it genuinely offered a chance for local audiences to connect with the ESPN brand. The event shut down the Dumbo pier on the day, generating curiosity even among New Yorkers who didn’t actively participate. Baudenbacher hoped the event would engage fresh audiences of all ages, genders, and races through the specific, personalized experience. To expand the activation’s reach, the murals have moved to the South Street Seaport through the end of the tournament for additional fan engagement. “Experiential events are becoming such a tool for connecting with audiences,” he says. “Being smart about putting on an event can serve as the foundation for a promotional campaign. Rather than a single experiential event, ESPN got the most fan engagement out of the campaign by hosting the installations in multiple neighborhoods and capturing footage to promote their US Open coverage as a TV spot. It elevates the work and cuts through the noise.”
Life is too short to not hear, feel and connect with the world around you. The hearing aid promotes the user unique experience that can access their social life and have a better quality of life. Hearing is one of our main senses, so why go through life without enjoyment?
“Fly to the Moon” It’s the feeling that any one would experience if he try Yellow Moon recipes. Yellow Moon is an American restaurant. This campaign was the launching campaign that introduced the restaurant.
Writing a fantastic resume is a talent that many of us don’t have. At least not under pressure when you are looking to secure your next career move or job position. This is why it is critical to update your resume consistently. This way, when the time arises for you to seek new positions or even promotions, you are prepared and ready to put your best foot forward.
Many career-minded individuals set time aside every month to review the information on their resume and make any updates and adjustments necessary. There are tons of reasons why you should do this; let ‘s explore a few below.
Major Changes
If you have been in your career and current job for a long time, then it is time for an update. Even if you feel secure and know that this is the place you are staying, it doesn’t hurt to keep on top of your professional accomplishments. You may even need to use your resume for a promotion that opens up at your company. In this case, you will be prepared to throw your hat in the ring.
Aside from all of that, you are not the same person professionally that you were when you originally got hired at this company. Chances are your skillsets and achievements have grown year after year. So, it would be silly to have a resume that didn’t reflect all of this hard work. Consider it your highlight reel. You will also want to pay attention to the style of resume you have and make sure that it aligns with the trends today. Even resume font styles are essential.
You can do some style updates easily with Word as they have a plethora of free templates for you to use to freshen your style. Another area that you will want to check is in your relevant skills. If you are in the tech field, you know that this is a fast-changing area and abilities that were coveted five years ago are likely obsolete now.
Keyword Analyzing
After reviewing your content, you will now want to begin to shorten redundant facts and sentences that make your resume appear too wordy. Remember hiring managers and especially recruiters receive tons of prospects daily and don’t have the time to read through length content.
Make sure that your resume indeed works as a highlight reel so they can gather the facts quickly and see if you might be a fit for their open position. Remember, the interviews are the place where you can elaborate on your skillsets and previous employment. If you try to cram everything in your resume, you will not have much to discuss at the interview, if you get the interview at all.
Make good use of bold fonts to jump off the page and highlight what you would like highlighted.
Personalization
Your resume is your highlight reel. This is the place where you can showcase your accomplishments and awards and hopefully stand out from the crowd. You want the hiring manager to get a sense of who you are, and this is where your personalization comes in to play.
Make sure that you offer up any volunteer work that you are passionate about, music, art, or anything interesting to you. This is especially important if you have been recognized for your efforts or have received any awards in any of these areas.
This helps to avoid the stereotypical “go-getter” keyword that gets way overused in resumes and lets your accomplishments and driving behaviors speak for themselves. And may help you secure that interview.
Self Reflection
One of the most important reasons for keeping your resume current is self-reflection. Setting some time aside every month to review what you have been doing for the past few years or more can be very eye-opening.
You can look for patterns in jobs, such as time spent at each position and starting salary versus ending salary. Self-reflection is about working on you and improving on areas that you may be lacking. But it is also about celebrating your journey. Taking time to look back at where you came from and how much you’ve learned along your path.
Make sure to pay attention to all the skills you’ve developed along the way and make a list of skills you would like to add to your list in the future. Set a timeline and hold yourself accountable at your monthly resume checkups. Congratulations on taking a smart career step.
This contributed article was written by Susan Ranford, an expert on career coaching, business advice, and workplace rights. She has written for New York Jobs, IAmWire, and ZipJob.
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.
