Tagged 'advertising'

Farewell Q&A with New York Times Ad Columnist Stuart Elliott (Part 1): What I Saw at the Revolution

Posted by Rick Mathieson on February 5th, 2015 at 1:08 pm

The advertising world released a collective gasp when news hit that Stuart Elliott - the longtime advertising columnist for the New York Times - was accepting a buy-out package and would retire.
After nearly 25 years of covering advertising for the Times, not to mention stints at USA Today and Ad Age before that, Stuart and his column had become must-read for puissant, timely insights on Mad Ave.
And what a quarter century it was. From the early 1990s to today, the ad industry went from analog everything to digital domination; from "Married with Children" to "Modern Family;" and from bigger-is-better, to small is the new black.
"Who could or would have thought in the early ’90s that 20-odd years later the hegemony of television, for decades the most powerful ad medium, would be under siege, or at least, in question" Stuart wrote in his final column December 18.
"Ratings data, the currency of television, is growing problematic because viewership is more difficult to measure when people use mobile devices instead of TV sets; or watch shows online, as streaming video or as video-on-demand. And it is easier than ever for viewers to ignore or avoid traditional commercials; popular streaming services like Netflix are... Read more

2015 Mobile Marketing Predictions – from 2005 (Pt 2): Mobile Advertising

Posted by Rick Mathieson on December 15th, 2014 at 9:32 am

As longtime readers of my books, blog and posts here in iMedia will tell you, I’m not exactly bullish on mobile advertising.
At least not in its current model, which mostly takes the conventions from another medium (ad banners on the old-school Internet) and plops them into our used-to-be-shrinking-now-ever-expanding mobile phone screens.
Let me explain.
In 2005, it was clear to me that mobile advertising would have to be a game changer. But not just because it’s mobile, or the fact that you can target based on things like location.
As I wrote back then in my first book, BRANDING UNBOUND, the web banner-based ad model for mobile was something that had to be tried, and continues onto this day – if not for anything else than it’s a familiar framework, and it’s easy for agency folks to explain to clients.
Indeed, most marketers still don’t have a clue about mobile marketing. Just think of how the industry (and financial markets) herald Facebook’s success in mobile advertising.
I find it intriguing.  I have yet to see a Facebook banner ad that a.) I’ve clicked on, and b.) is anything different than the way I’d experience that same ad on the old school Internet.
Just because an ad... Read more

2015 Mobile Marketing Predictions – from 2005 (Pt 1)

Posted by Rick Mathieson on December 5th, 2014 at 11:07 pm

Let’s just say I had a head start on my 2015 mobile marketing predictions.
In 2005, my first book, BRANDING UNBOUND, hit bookshelves proclaiming a new era for marketing – one where the most measurable, personal and direct link to consumers ever created would change the world of marketing forever.
Written in 2003 and 2004, and published in June of ’05, I prognosticated about Apple Pay, iPad, Google Glass, Nest – and trends like marketing personalization, mixed reality social apps, augmented reality and more.
The book came out in June 2005 - two full years before the first iPhone was launched and heralded seismic changes to our relationship with technology.
Advertising that anticipates what you want and offers it before you even think you want it.

Services that let you shop for pizza, music, books and movies – anywhere, anytime.

Offers sent to you in-store, based on your age, gender, location, stated preferences and past purchase history—and even what merchandise you’re holding in your hands,  in real time.

Mobile, social platforms that let you do everything from get your gossip on to facilitating real-world meet ups between “crushes” who happen to be within 10 blocks of each others' physical location.

Stores... Read more

Design Visual Content that Gains Brand Attention

Posted by Winnie Brignac Hart on December 2nd, 2014 at 3:49 pm

Creating synchronized visual content for all your social networks is an important part of gaining brand attention and recognition. Here are the top five ways to make your social profiles and visual content align to emphasize your brand and grab your audience’s attention.
Tips for Branding Your Social Media Profiles and Posts
#1. Create Coinciding Profiles and Covers
Be consistent across all social avenues to gain recognition and success. Use the company’s logo or a variation of the logo for each social profile picture. Choose a cover image that coincides with the profile image as well.
#2. Create Watermark Guidelines
When using a logo or other icon with images, create guidelines regarding size and placement. Consistent logo sizes and placement are key to appearing legitimate.
#3. Limit Fonts and Colors
Limit fonts and colors to two or three for the majority of marketing and advertising. Reflect the company’s brand by creating fonts and themes that coincide with its identity. Consider what kinds of feelings you want your audience to evoke. Fun/Loud vs. Serious/Delicate
#4. It’s All in the Image
Since 90% of information is transmitted to the brain through visual representation, you will benefit from images with great design. Rely less on words and let the image or design convey... Read more

3 tips for brands that want to go big on BuzzFeed

Posted by Bethany Simpson on November 19th, 2014 at 2:38 pm

tl;dr: If you are working in branded content, you need to take authenticity seriously.
If you want to tap into BuzzFeed's 150 million monthly uniques, you can't wing it. Audiences can sense if content was created by socially-fluent insider, or someone with a cursory understanding of the community vibe. We spoke with BuzzFeed's senior director of creative services, Melissa Rosenthal, at ad:tech NY 2014 about the best ways brands can take advantage of content opportunities on the internet giant, what it looks like when brands are trying too hard on BuzzFeed, and the most important consumer media habits brands need to be ready for in 2015 (and beyond).

3 tips for brands that want to go big on BuzzFeed

What it looks like when a brand is trying too hard on BuzzFeed

Before planning your content, make sure you're "a student of the internet." Otherwise it could be obvious your brand is playing in a community it doesn't understand. Goodbye trust.

New consumer habits brands need to be ready for in 2015 (and beyond)

"I never feel like I work in the same industry for more than three months," said Rosenthal, commenting on the rapid evolution of consumer likes and habits. Here are the most important... Read more