May 20

Your New Favorite Tumblr Shows What Mad Men Would Be Like in the Digital Age

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Mad Men may be over, but it’s sure to live on forever in our hearts—and our animated GIFs.

An entertaining Tumblr, Mad Men Integrated, imagines what the show might look like in today’s digitally fueled agency environment.

Making light of digital strategy jargon might seem like low-hanging fruit—the word hashtag is immediately funny in this context—but the whole concept and execution here is delightful. Even if you don’t work for a digital, social or media agency, the reactions of Peggy, Pete, Don and the gang will give you a smile. 

Check out some of the GIFs below and head to the Tumblr for more.



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May 19

I Spent £5.89 on Twitter Advertising And Here's What I Learned

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We’ve all heard the one “If you’re not the customer then you’re the product being sold.” Well guess what – it’s painfully true. Twitter, Facebook and all those other social media platforms don’t specifically exist to give you warm fuzzy feelings when confronted with a cat doing something cute. They’re there to make bundles of cold hard cash selling your eyeballs to advertisers. I gave £5.89 to twitter and here’s what I learned.

1) Always check out your ad on multiple devices before running a campaign. Seriously, a lot of devices.

I decided to run a topical ad the day after Carlsberg was plastered all over social media with their “Probably the best poster in the world” stunt (a Shoreditch-based poster which dispensed free beer). I was going to use some borrowed interest to make myself relevant and funny. Unfortunately, while my ad looked acceptable enough in photoshop and on a PC screen, I later found out that it looked like shit on any mobile device. Huge mistake. Why did I not check this out before running the ad? Because I didn’t give it any consideration. Check out your ad on several iOS and Android screens before even thinking of hitting the go switch.

2) Consider what you’re CTA and business aims are.

My ad didn’t really have any Call To Action, or any business aims beyond making people laugh and maybe, just maybe crossing the eyes of a few ECDs. Then six months down the line when they’re reading my portfolio, some tiny unconcious bias creeps in, a few neurons remember the name of David Felton, and BAM – I’m drinking beers on a beach while we shoot a commercial for the Hawaii Tourist Board. But you should have less nebulous aims that that. Luckily, Twitter spoon-feeds you across the entire process and lets you customise your campaign to drive traffic, raise awareness, promote sharing and clicks or whatever you fancy. Here’s a big learning on my part: advertising on twitter is an extremely simple process. They could not make it any easier for you. It’s almost as if they want your money or something.

3) It’s true, adlanders all have iPhones and Macs.

There’s a bit of a cliche across the ad world that we’re all a bunch of Mac loving, iPhone using, Apple junkies. Personally, I’m fine with anything; I like my four-year old piece of shit Samsung phone, but I’m also not saying no to a brand new MacBook Pro at work if someone offers. Well the rumours are true. Out of 574 impressions, 505 were from iOS users. Even more shocking out of the 102 people who clicked or interacted with my ad, 100 were Apple users. That’s 98%. Now this leads to an interesting question – did my ad reach such a disproportionally high number of iOS users because I specifically targeted the advertising industry using industry keywords and accounts only followed by ad people, or because iOS users are more likely to interact with advertising? I’m veering towards the former, although there’s plenty of solid quantifiable evidence out there that Apple users spend more on apps, use more apps, and are willing to pay more for an app on average. Do they take this willingness forward when it comes to their relationship with advertising too?

Conclusion

It was good fun running my own miniature campaign on twitter, even if only reached 574 people and cost £5.89. My engagement rate of 18% was very high, well above the industry average based on any metric I’ve seen. However, I’m not sure it was high for a good reason – my dark and basically illegible ad, was a great example of a lack of preparation and it’s not too hard to imagine people clicking on it just to simply try to see what was going on.

The great thing about online adverting is there’s no minimum spend. It’s not like print where you need a media buyer, an agency and deep pockets just to get started. You could literally run a campaign where you only spent $5 per day. So my advice – give it a try. You can play around with being the client for the price of a cup of coffee.

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May 05

Twitter ads used for trolling timelines : Weev promotes white supremacy tweets

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Twitter has growing pains in the ad department, and ironically tweets made twitter stock plummet. When each twitter feed of brand or celebrity (verified for $15,000 or not) was seen as an advertising channel already, making brands buy to be seen more, was going against what brands had already learned about the media. Advertising in social has cut its teeth on going viral by retweets, not on buying placements in feeds. It is a bit like when Facebook introduced promoted posts, and GM decided to leave the platform taking their $10 million with them. The social media kool-aid is a bunch of numbers hard to quantify, a lot of flameouts over names like juan, sombreros, and Belvedere vodka’s use of a comedy skit with a line about going down easy. Away from advertising there’s feminism’s toxic twitter wars, and Slate points out how how twitter rewards trolling and conflict over discourse. The supplement brand Protein World turned trolling into a social media strategy, which paid off. Desperate for cash, Twitter now grabs at straws, blames marketers’ ‘Reluctance To Buy New Kind Of Ad’. Like David Auerbach at Slate says,
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Apr 30

The Most Terrible fatal car crash ever – Intouch outsmarts youtube crash viewers

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Dashboard cameras are common in Russia, and some of the most widely viewed youtube clips in Russia are of car accidents recorded on dashboard cameras. Armed with this insight, the INTOUCH Insurance company, which stands for responsible driving, wanted to convey the dreadful consequences of speeding to drivers – using the dashboard clips in a different way. BBDO Russia Group created a ten minute dash cam clip that shows a routine trip on a sunny day, and as the long clip drags on viewers get impatient and start using the scroll bar to try and find the accident. As they keep skipping forward they’ll just find routine traffic, the alternative crash course is in the visuals of the scrollbar where you’ll see a crash scenario of the drive and the message “DON’T RUSH” signed off by Intouch insurance.

It’s like an updated version of the SHOTS reel Markenfilm ad, which was based on the insight that creatives fast forward through the commercials to get to the commercials. This was also later done by VW so we badlanded it like the killjoys we are. The knowledge that Russian youtube viewers with a morbid curiosity for crashes speed up to the crash part of any given video serves to speak to the exact target that needs to hear Intouch’s message: Every year in Russia, around 200 thousand people are injured or killed in car accidents. Slow down, yo.

Very clever, I love it.

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Apr 21

Joe Boxer stakes claim as the official sponsor of lounging with nonactivity tracker

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FCB Chicago and Kmart found a sport they can totally own. With all these hipster fitness trackers available, and seemingly everyone – including President Obama – wearing them (that’s not a security issue, no siree), Joe Boxer found to zig to that zag. the Joe Boxer inactivity tracker, which you’ll get free with any Kmart purchase of Joe Boxer jammies.

“It tracks your lack of movement. It then rewards and motivates you to do what you really want to be doing: absolutely nothing.
Inactivity is as important as activity. Start keeping track of what you’re not doing.”

To celebrate this real, functioning, non-activity tracker Joe Boxer also brings you the 2015 Joe Boxer Lounger Games. Watch the rookie on the right, during the games he makes a few mistakes like scratching his chin and blinking falling behind already in the first few minutes of the entire one hour game. Yes, it’s one hour. We should applaud these amazing sportsmen for their incredible non-activity stamina.

Creative Team: Thiago Cruz, Bruno Guimaraes, Gustavo Dorietto, Gabriel Schmitt
Designer: Matthaeus Frost, Jordan Sparrow
Copywriter: Matt Everts

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Apr 21

Does It Work? Focuses on Digital Marketing Effectiveness and Much More

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When I first saw “Dumb Ways to Die,” I loved it. Thought it was brilliant. Later when I heard the campaign only reduced pedestrian collisions with trains by 33% or so, I concluded it didn’t quite work as well as those of us in the ad industry were led to believe. It turns out Shane […]

The post Does It Work? Focuses on Digital Marketing Effectiveness and Much More appeared first on AdPulp.

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Apr 20

I Plugged Into The Matrix And It Was Awesome

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I’m sitting in the corner of the Lowe Profero kitchen, as two incredible races happen around me. The first is taking place in front of my eyes, as I sit in the pilot’s seat of a Red Bull Air Race, swooping triumphantly through the air. The craft lurches upwards in a sudden loop-the-loop and my stomach jumps and shifts around despite the fact I haven’t moved an inch. The second race takes place behind the scenes, as the Oculus Rift and the Vive hurtle towards a consumer release in 2015.

Solomon Rodgers, the Founder and MD of Virtual Reality company Rewind FX, is excitedly animated as he tells us of these future developments. “We’re expecting a big 2015 release as these technologies begin to hit the mainstream. When one of them pulls the trigger, the rest won’t want to be left behind. I wouldn’t be surprised if we see a host of VR tech out in time for Christmas.” As a digital creative, I’m interested in how we might incorporate this cutting edge tech in order to sell brands, to perhaps do something that has never been done before. Solomon is eager to clear up misconceptions.

“Bad content is bad content no matter what the medium. It’s as simple as that. VR itself is going to change so many things, but there will always be good and bad content. It’s developers, designers and programmers who will be able to create incredible experiences.”

He stresses the word experience.

“There’s a difference between viewing something and experiencing it. It’s the difference between viewing sex and having it yourself. An experience is always going to be something else.”

I try another VR experience – this time using the Samsung Galaxy Gear. I’m walking around a house, looking at the pictures on the wall, the details on the soap in the bathroom. It’s just a simple tech demo and not quite there yet; I somehow walk into a wall, the edges of objects dissolve and open up to their black unrendered interiors. And yet, I’m there, I’m feeling totally transported to another world.

I ask Solomon if he can see people walking around virtual shops; buying from their living room. He thinks for a moment. “I can see a service where you select an outfit and watch it modelled like a catwalk show. You could pick the clothes you were interested in and then experience them worn right in front of you.”

Whatever experiences are released over the coming months, VR is the next big thing. We look at it, so cutting-edge and yet in its infancy, like a black and white television from the 1930s. As with all new technologies, the hard progress of engineers and scientists will soon be populated with the bright dreams of artists and visionaries. As a creative, and as an individual, this is a future I can’t wait to explore.

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Apr 09

Alert: Malvertising from Google advertisements via engagelab infecting browsers

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It’s time once again to duck and cover kids, as yet another Ad network has been compromised, just this time it’s Google! Shocker, yes, and the worlds largest reach.

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Mar 05

These Ads Are Impossible To Skip, They’re Already Over

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Skipping is for school children and web surfers. Be that as it may, you’re not going to skip this pre-roll advertising from GEICO. I don’t know about you, but I’m disrupted. Nice work, The Martin Agency.

The post These Ads Are Impossible To Skip, They’re Already Over appeared first on AdPulp.

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Jan 16

Olson Debuts First Broadcast Spots for Supercuts

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Olson recently debuted its first broadcast campaign for Supercuts, featuring three 30-second spots.

For each of the spots, an individual was tasked with documenting their hair growth from day to day through a series of selfies. The agency then teamed up with production company Supply & Demand to craft time-lapse videos showing the journey from haircut to haircut. It’s a pretty clever premise, and one that lends itself well to audience engagement.

“The cast…act not only as the people we look at, but the people who really made this commercial,” said director Mac Premo.

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Jan 15

De Niro, DiCaprio, Scorsese Star All Star in Casino Ad

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Martin Scorsese has famously never created a film featuring both of his two go-to actors — Robert De Niro and Leonardo DiCaprio — but the two appear alongside the director in a new ad for Melco Crown Entertainment casino resorts City of Dreams Manila and Studio City Macao called “The Audition.” (According to Truth in Advertising, De Niro and DiCaprio were each payed a handsome $15 million for their appearances, but we’re not sure where they got that figure from.)

A trailer for the full-length video (which will also star Brad Pitt) recently made its debut online. It opens on Scorsese explaining to the pair that no, they won’t finally be working on a project together, but will rather be auditioning for the same role while living it up at the “fabulous” locations. Much drinking, gambling and arguing between the pair of actors on who will get the part ensues. Given the star power of the duo, and the added allure of them never having worked together, it seems a pretty fair bet that this will manage to go viral before the full-length version makes an appearance.

According to Producer Brett Ratner, “The Audition” will makes its debut “at the launch of Studio City in mid-2015.”

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Jan 11

Taking Down Goliath Is Digital 101 For The Davids Of Business

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If there’s one true thing you say about digital marketing, it’s that any business, no matter how small, has a chance to use it to expand awareness and sales. But too many small businesses simply don’t have the time or resources to do digital properly. The simple lessons needed to ramp up digital marketing are […]

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Nov 06

It’s 2014, Do You Know Where Your Investment In Content Is?

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When it comes to content marketing, Wunderman UK is all in. According to Campaign, the agency that invented the 1-800 toll-free number for businesses is now organizing its storytelling talent for better visibility, and profitability. Wunderman’s new content studio will consist of 25 content strategists, editors, writers, creatives and analysts. The move is part of […]

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Nov 03

Does Your Print Campaign Maneuver Like A Ford?

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If you want to sell, show, don’t tell. Credit: BBR Saatchi & Saatchi Israel

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Oct 21

Data Informs Strategy And Creative (Don’t Fight It)

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The bean counters truly are in charge of OgilvyAmp, the new WPP unit dedicated to data-driven decision-making. Todd Cullen, who joined Ogilvy & Mather last year in the new post of global chief data officer, will lead OgilvyAmp. He said the goal is “using data to inspire creative work or creative thinking.” According to The […]

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Oct 21

Spotlight On NW Creative: Rational Interaction Grows With Substance

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I’ve spent a lot of time in small and mid-sized agencies that don’t seem to grow. I’m not sure whether that’s because of a lack of a management ambition, lackluster work, or a stale business model. So I was intrigued to visit Seattle’s Rational Interaction, which has grown from 5 employees to 70 in less […]

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Oct 20

Wherever Your Journey To Extraordinary Takes You, Holiday Inn Is There

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Holiday Inn’s new all-digital campaign, “Journey to Extraordinary,” seeks to tell captivating stories that bring the customer journey into focus. Before you say, “Oh great, another customer testimonial,” consider that customers prefer to hear from one another, and that the brand’s job in “building community” today is all about enabling these interactions. Okay, let’s meet […]

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May 23

Mídias sociais, email, vídeo e busca concentram tempo gasto na web

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Talvez você já tenha percebido esse comportamento, mas agora os dados comprovam. Segundo uma pesquisa feita pelo IAB em parceria com o instituto de pesquisa GfK, os norte-americanos gastam grande parte do seu tempo online conferindo o Facebook e o Twitter: eles investem em média 37 minutos diários conferindo redes sociais na web, e cerca de 29 minutos por dia organizando seus emails.

O consumo de vídeo online, que inclui tanto programas de TV disponíveis na internet, filmes,  vídeos amadores ou curtas para plataformas online – aparece na 3ª colocação, abocanhando 23 minutos diários de atenção, seguido pelas buscas (23 minutos), jogos online (19 minutos) e blogs (8 minutos).

2014_05_21_online_time

O tempo investido na leitura de jornais e revistas online é surpreendentemente baixo – os webspectadores ficam cerca de 5 minutos em sites de jornais digitais e em média 3 minutos lendo algum artigo em revistas online.

O estudo também destacou que o tempo diário gasto com TV sofreu consistentes quedas – saiu de 5:27 minutos em 2010 para 5:03 minutos em 2013 – enquanto a internet têm ganhado cada vez mais atenção, saindo de 24% dos minutos investidos em mídia em 2010 para 28% em 2013.

trend-minutes-per-day-media

O relatório completo pode ser conferido no site do IAB.

Brainstorm9Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

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May 20

Two New Commercials Use Anti-Digital Sentiments To Sell Things

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Let’s make fun of digital culture, shall we? It’s certainly an easy target.

Post by AdPulp.

 

With barbeque season upon us, Kingsford Charcoal is launching a new campaign with the aggressive tagline “Get Off Your Gas.” The work was created by DDB California, which neatly showcases the contrast between the self-indulgent, smartphone obsessed and those who embrace the simple pleasures of life, like charcoal grilling.

Now, let’s look at another spot—this time from Crispin, Porter + Bogusky—which is built on this simple truth: people lie on the internet.

Post by AdPulp.

 

To get back at these TV-making smart asses, an angry Webster might say mean things on his blog, or Tweet up a storm. But that’s such a lame response to well-made and well-funded broadcast sarcasm. Well-made and well-funded broadcast sarcasm has Chevy Chase, Bill Murray and Tina Fey on its side. Who do bloggers and Tweeters have to defend their honor?

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May 20

Narrowing Down the Necessary Features of Your Online Shopping Cart

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The whole world shops online. Before you purchase your product on an online merchant’s site, you have probably noticed that it is listed in the site’s cart. The notion of cart functionality sounds simple, but understanding the technology supporting this platform requires some prior knowledge. Simply put, a shopping cart is an online business’s content management system (CMS). This CMS interfaces with your browser to handle online transactions for your company.

A advanced online shopping cart system provides youeverything you need to start, processing credit cards and fulfilling orders on your website. Manage the content, page navigation and images all from your dedicated Content Management System (CMS).

shoppingcartSimple to Use, Pretty to Look At

The easier your CMS is to modify and develop, the fewer headaches it will cause you in the long run. A good CMS has a Dashboard, or front of system operating panel. It really is just a way to click easily on the features and pages of your site, without having to be code-proficient. And then when it comes to code – the less you have to use, the better. Make sure your CMS offers themes or templates you can customize for the look and feel of your site. Finally, what is the customer support team like? A great online shopping cart CMS provider also has an awesome team to help with all your design and development needs.

How Do Customers Choose Which Products to Buy Online

How do you choose which products to buy online? Most shoppers would answer that they view a product’s picture, its product description, and any comments/ratings provided by users. All of these details are features of your shopping cart platform. When choosing a shopping cart CMS, a key feature that should be customizable is your online transaction system. It’s best if it allows for customizable product images and support for consumers to enter their comments and ratings of products.

Drill-Down Capabilities

Drill-down capabilities is geekspeak for leveled-navigation on a site. The top-level domain is the site’s home address – for example, Amazon.com. The levels, or tiers, beneath that level are what the user drills down. On Amazon, for instance, the second-level domains include departments, such as Books & Audible; Movies, Music, & Games; Electronics & Computers; Home, Garden, & Tools, and so forth. Beneath each department are more levels. If you click on Books & Audible, you will see the choices for Books, Kindle Books, Children’s Books, Textbooks, and Magazines. The more specificity your shopping cart’s CMS allows in drill-down capabilities (also known as layered-navigation), the easier it will be for users to locate their products when browsing the site.

Key Features of the Checkout Page

You have probably purchased products online and become frustrated by how long it takes to complete your transaction. We’ve all been there. It’s best to limit the number of page-clicks a customer has to sit through to buy a product. A customizable CMS optimally allows you to configure a one-page checkout. Also, when customers return to your site, an Archive feature of the shopping cart will allow them to review their previous purchases. In addition, the CMS you choose for your shopping cart should have a Refund option that is easy to add to the checkout page. And for you to track purchases and sort them by client or product, other key features of the checkout page include Export to CSV (spreadsheets) and a Sort and Filter capability.

Promotions

When choosing your online shopping cart CMS, make sure it has couponing, discounting, and gift card platforms available. Several hub coupon sites exist these days (Groupon, for example). Simplifying the entering of coupons and discounts on your cart is essential. Also, your online store may offer gift cards. An excellent shopping cart CMS tool will allow customers to purchase and redeem gifts cards. Also, the CMS will track the amount spent on the gift card, so the customer can return to the site and use their card again if money is still on the card. An even better plus is if you have the ability to make the gift card look pretty by designing it with a unique template.

Product Inventory

Perhaps this feature should be the first one listed. If your online shopping cart does not have a way to track the location, price, and quantities of products, customer may end up ordering items that are actually not in stock. Also, as a business owner, you need top-notch import and export functionality so you can use third-party software, such as Excel or Quickbooks, to track sales. Finally, is your inventory system integrated with analytics?

The hot word in today’s technosphere is data. The ability to track sales and customer profiles using a platform such as Google Analytics allows you to develop your business plan and marketing campaigns. Analytics help you to identify your customer base, target how to promote and discount hot products, and generate sales reports.

Now that you have an understanding of the key features of online shopping carts, it’s time to narrow down your search for the best provider. Make sure you have your domain, Web host, and a dedicated IP address registered for your site. Explore the different online shopping carts available. Do this before deciding on the design of your entire site. It is best to work from that final transaction page and move backwards so you can review all the details of the “guts” pages as you go. Think about how you want your home page to look, the number of levels (or tiers), you’d like to build out. Once you have a good picture of what your online store will look like and how you want transactions conducted, find the shopping cart CMS that hits all the key features outlined in this article. Good luck on building your online business.

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