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
Dove has often been lauded for its unconventional beauty marketing techniques, such as launching the innovative Real Beauty campaign, designed to represent women of various shapes, sizes, and ethnicities.
However, the beauty brand is facing major criticism this week for its latest ad for body wash. Three women are depicted in a manner which some say suggests that dark skin and hair is a problem, and that light skin and hair is an optimal result.
The ad, for your viewing pleasure.
Female-driven online sites such as Styleite and Jezebel call the ad "cringeworthy" and downright "racist," harboring angry discussions from countless women who agree in their forums. Others, like Maggie, from The Online Dish, calls it "a stupid ad" in a viral video.
However, Dove defends its ad, reporting to Gawker, "The ad is intended to illustrate the benefits of using Dove VisibleCare Body Wash, by making skin visibly more beautiful in just one week. All three women are intended to demonstrate the "after" product benefit. We do not condone any activity or imagery that intentionally insults any audience."
Regardless of whether or not the ad is blatantly racist, one thing is true: Dove is getting a lot of publicity.
It seems hard to believe that such a large company, with... Read more