Tagged 'brand advertising'

RTB Brings Granularity

Posted by Mitchell Weisman on August 20th, 2013 at 6:00 am

Taking a granular approach to all elements of digital advertising, from calculating user values to testing ad effectiveness, can help all of us unleash the potential of the app economy.

Being There with Oreo and RAYMOND WEIL –Brands Doing Social Right

Posted by Molly Glover Gallatin on February 5th, 2013 at 2:34 pm

The consumer shift from solitary electronic hearth-like television viewing to the simultaneous digestion of broadcast, narrowcast and socially produced content and ads across channels and devices has clearly occurred. At the same time, real world examples and studies measuring time spent by media type prove that, at our core, consumers are social animals. Lately, moves by two of the savviest brands took advantage of these phenomena.
First, as everyone in the digital advertising world surely knows by now, Oreo brilliantly responded to the surprise power outage at the Super Bowl Stadium with a perfectly timed and humorous “You can still dunk in the dark” social campaign. Honestly, what’s not to love about a great brand taking advantage of what we all knew was an immediate shift of eyeballs from the big screen to social networks to its advantage? As several Fortune 500 brands poured millions into less than memorable 30-second spots, Oreo stole the show with a free campaign that was truly driven by the behavior and interests of the viewing audience.

The very next morning, Swiss luxury watch brand RAYMOND WEIL boldly acknowledged the power of social as well. In a very unconventional move, the brand turned off its corporate website... Read more

Is great storytelling losing out in the move to digital?

Posted by Brant Emery on August 31st, 2012 at 7:28 am

It has long been accepted that we create stories to cognitively process and order our experiences, gain perspective and to structure the world. People use stories to understand who they are as individuals and as members of society. The importance of narrative as a communication tool is undisputed.
Consumers also interpret their exposure and experience with brands via narrative thought processes. For example, if you ask someone ‘why did you buy a Volkswagon?’ you might get a personal story of how the purchase fits with their needs or prior experiences “I had a Civic before, but with two kids now, I did some research and feel a VW is the safest car in its class; it’s the smart choice.”
Advertising has long been (implicitly) aware of the power of storytelling. Some adverts tell complete stories, some continuing stories, like the famous 1980’s Nescafe Gold Blend couple (voted most romantic advert of all time in the UK), while others encourage self-generated narratives by evoking simulations of product use. Consumers then overlay these stories onto existing narrative structures and connections are made.
But as we shift to the new model of digital media, are we losing the opportunity to tell stories?
In Matt Spangler’s series ‘The... Read more

Luxury Brands Identify The Keys to Succeeding Online

Posted by Tom O'Regan on August 23rd, 2012 at 7:45 am

The key takeaways from the report come from the measurement side. Commerce is relatively easy to measure. Sales lift, conversions, attribution – we know how to do all this. However, content is going to take a more sophisticated measurement approach. Brands need to get to the content that produces passion and we need more immediate measurement tools from advertising on those sites. It’s not necessarily about clicks. Learning about the audience and their behaviors and preferences is just as important. The definition of affluence is changing. Luxury brands need to change with it.

Almost 21 Questions for Jeff Ma, of MIT card counting, Bringing Down the House, 21, and Citizen Sports Infamy

Posted by Zaw Thet on March 25th, 2009 at 12:00 am

My good friend, Jeff Ma is co-founder of Citizen Sports and part of the famed MIT card counting group whose story was told in the book "Bringing Down the House" and the movie 21. He has been the technology lead for two internet startups and was an options trader on the Chicago Board of Options Exchange. I grabbed the opportunity to pick his brain on sports, consumer behavior, marketing, and more...
1)      Now that everyone’s in March Madness mode – first things first, we’ve already seen W. Kentucky upset Illinois – tell us your next two upsets! There aren’t many upsets left to be had out there but I think Gonzaga could beat UNC. They have almost as much talent as the Heels and with Lawson less than 100% who knows. I actually think Arizona could give Louisville some trouble. They have NBA talent at three positions and Louisville has been prone to some lapses.
2)      I’m all about mobile, you’re all about sports – what do you see as the big opportunity for sports brands in the mobile universe? Brands need to go where people are spending their time and clearly sports fans are all over mobile. Reaching the consumer when... Read more