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2 Ads That Prove Honesty is the Best (and Most Entertaining) Policy

Posted February 13, 2014 by fran @ 1:16 pm

In the advertising world, companies are known to promote only the positive features of whatever they’re selling. They focus on the good and broadcast the benefits of their offers–and that’s fair. They are after all, trying to entice people to buy.

And while this practice is certainly the norm, some brands are proving that complete and brutal honesty can actually work in generating positive buzz. Below are two great campaigns that prove honesty really is the best–not to mention the most entertaining–policy.

Check them out and see if you can apply more honesty in your own online advertising campaigns.

1. Bodyform Responds :: The Truth

In 2012, sanitary napkin company Bodyform got a satirical rant on its Facebook page. A guy named Richard Neil accused the company of lying to him in their ads. He said:

Hi , as a man I must ask why you have lied to us for all these years . As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things ,I felt a little jealous. I mean bike riding , rollercoasters, dancing, parachuting, why couldn’t I get to enjoy this time of joy and ‘blue water’ and wings !! Dam my penis!! Then I got a girlfriend, was so happy and couldn’t wait for this joyous adventurous time of the month to happen …..you lied !! There was no joy , no extreme sports , no blue water spilling over wings and no rocking soundtrack oh no no no. Instead I had to fight against every male urge I had to resist screaming wooaaahhhhh bodddyyyyyyfooorrrmmm bodyformed for youuuuuuu as my lady changed from the loving , gentle, normal skin coloured lady to the little girl from the exorcist with added venom and extra 360 degree head spin. Thanks for setting me up for a fall bodyform , you crafty bugger

About a week later, Bodyform responded to Richard by posting a hilarious video that featured the company’s fictional CEO, Caroline Williams. In it, Williams apologized and came clean about what’s it really like for a woman to be on her monthly period.

“I’m sorry to be the one to tell you this, but there’s no such thing as a happy period,” Williams continued.

The hilarious ad gained a ton of press coverage and millions of views, dramatically increasing Bodyform’s social engagement and exposure.

2. Dumb Ways to Die

We’ve covered Metro’s Dumb Ways to Die campaign quite a bit on the AdMedia blog, and for good reason: It’s adorable, funny, and to some extent, true.

Metro promoted train safety by being completely honest about what could happen if people don’t exercise caution when they’re around trains: they could die in the dumbest way possible.

The results of the campaign were overwhelming. Metro gained worldwide attention, media coverage, and tons of buzz.

Filed under: Blogroll

A Look at What Some Brands are Doing This Valentine’s Day

Posted February 10, 2014 by fran @ 1:52 pm

With February 14 just around the corner, we thought we’d take the time to put the spotlight on some of the advertising and marketing promotions that brands are implementing this week. If you’re still on the lookout for ideas that you can put into action this Valentine’s Day, below are some things that you can draw inspiration from:

Macy’s – The luxury department store got bitten by the love bug, and it wants everyone to know about it. In a press release published today, Macy’s emphasized that it has something for everyone this Valentine’s Day and shoppers can get the items they need online or from any of its 800 locations nationwide.

Macy’s highlighted some of its jewelry, fashion, gadgets, and home décor items that can serve as a great Valentine’s Day presents. It also used the announcement to plug its By Appointment, Personal Shopping Service for people who may need help selecting the perfect gift for this Friday.

Takeaway: Are you selling any products of services that would serve as great presents this Valentine’s Day? Put them out there by means of a press release. Doing so can help you get more exposure and even some media coverage.

Additionally, you can also leverage your V-day-worthy merchandise in your advertising campaigns. For instance, if you’re running display ads, be sure to include specific gift items in your ad creatives to inspire people to buy. You may also want to run remarketing ads on those items so you can gently remind shoppers to come back to your site and complete their purchase.

TGI Fridays – While Valentine’s Day is largely about dates and romance, it wouldn’t hurt to give some kudos to the wingmen (or wingwomen) who helped you get those dates. Popular restaurant chain TGI Friday obviously recognizes this which is why it launched the #THANKSWINGMAN Sweepstakes where it will be giving away $15 gift cards to 500 users who send a tweet to the chain with the hashtag #thankswingman

Takeaway: Launch a contest this Valentine’s Day! Come up with a great in-store or social media contest that offers prizes to customers who engage with your brand. The more creative, the better.

SNL Parody – On Saturday, SNL released a hilariously truthful spot about where men can shop for last-minute Valentine’s Day presents. Spoiler alert: It’s CVS. Click here to watch the ad, then when you’re done laughing, put the following tip into action:

Takeaway: Have a little fun this Valentine’s Day by posting humorous messages on your social accounts. It’s a great way to give people a laugh and can open up opportunities for shares, conversations, and engagement.

Image:  ButterflySha on Flickr

Filed under: Blogroll,Company Headlines

Chase Teaches Us a Great Lesson about Targeted Marketing

Posted February 6, 2014 by fran @ 11:47 am

The holiday season of 2013 may be over and done with, but that doesn’t mean you can’t capitalize on it anymore. In the example below, you’ll learn about Chase Bank’s recent campaign and how it managed to take advantage of last year’s holiday season… even after two months.

See, to promote its Slate credit card, Chase recently sent a letter to consumers inviting them to get the card and move their balances with zero balance transfer fees. The letter’s headline reads, “Move your holiday balances to Slate and pay no balance transfer fees.”

Why it’s clever:

Chase is being really smart with the timing of its campaign. It knows that a lot of people probably have large balances on their credit cards due to the holidays, and it’s using that to reel people into getting its credit card.

What you can learn from Chase:

One important lesson to this is that targeting your advertising or marketing collateral  isn’t just about looking into people’s location and demographic. Timing, purchase history, and previous behavior also play huge parts in how you should target your ads and marketing messages.

In your next campaign, consider implementing a similar tactic. Don’t just think about who your customers are or where they’re from, factor in what they’ve been doing, what they’ve been buying, and if it’s the right time to approach them.

By doing so, you’ll be able to deploy more targeted and spot-on ads, and convert more users.

How to implement advanced targeting:

So do you need a huge budget and sophisticated technology to be able to effectively target users? Not at all. Talk to your ad network about their advanced targeting capabilities and how you can apply them in your campaigns.

For instance, at AdMedia, we implement behavioral targeting features together with geo- and device-based targeting. This way, we can zero in on users based on their previous behavior, location, and even their device (i.e. PC or mobile) and thus serve up the right ads. This enables us to effectively grab user attention and generate more conversions.

AdMedia also serves up Remarketing ads which target users who have previously visited a website. These ads get an extremely high click-through and conversion rate because they are geared towards people who are already interested in product or service.

Ready to take your user targeting to the next level?

If you’d like to implement advanced targeting on your ads, get in touch with AdMedia today and let’s discuss how we can optimize your campaigns.

Image  Free Grunge Textures – www.freestock.ca on Flickr

Filed under: Blogroll,Company Headlines

Monetizing tips for 2014 – How to get more traffic and clicks

Posted February 5, 2014 by fran @ 11:40 am

Marketing is undoubtedly regarded as one of the most essential steps in any business, which ought to be given emphasis from the onset. There is a lot that stands between creating a website and actually driving meaningful traffic to it while at the same time turning the traffic into actual sales or more clicks on your ads. Relying on traditional traffic generation strategies such as link-building alone will actually see you through a great loss in terms of potential customers. Here is a highlight of traffic building trends in 2014 that will help you get meaningful traffic and ultimately monetize it.

Use descriptions and titles which are irresistible

Meta descriptions and titles will determine the manner in which your page will appear on the search results and they remain very essential. Compelling titles coupled with interesting descriptions will actually make your website unique among the millions on search engines. When writing the Meta descriptions and titles, ensure you take an advertising approach by highlighting your expertise, using a unique sales proposition and clearly defining how a client will benefit from your content.

In as much as you want to keep the SEO standards, never go overboard. Use the primary key words at least once in your descriptions and titles but ensure that the flow is natural. If you are not sure of key word optimization, concentrate on readability rather than SEO.

Leverage the internal links

Getting your links from other pages is a well-known strategy for traffic generation. Do you need to give your page a boost with regard to ranking? Well, link it to some existing high-authority websites and be sure the ranking will improve significantly. Remember, your homepage is the most crucial and authoritative part of your domain. Ensure the entire trusted authority pages link from it and you will earn some meaningful traffic.

Compelling content is inevitable

Note the difference between this point and the power of Meta titles and descriptions. Compelling content refers to regularly updated and relevant information which is able to attract more visitors and spiders. The more visits you get, the more recommendations your page will have on social sites. There are three levels of content:

There is content which promotes a company together with its goods and services. Next is the kind of content which adds value to the products and services that you are presenting to people. This includes elaborate product descriptions, reviews, advice and regular updates on offers. Lastly there are articles and information which is meant to entertain and create good relationships between site owners and users. This is where you will create giveaways and competitions which have a close resemblance to the entity, but they may not necessarily generate traffic. This is all about content marketing and once it is done well, customer satisfaction is obvious and besides, it is a huge benefit in terms of SEO.

Make it fast

Google released new guidelines regarding the loading speed of smartphone sites in August 2013. In their recommendation, the key content in a page should appear on the user’s screen in 1 second or even less. Whether your site is responsive or rather you are using the dedicated HTML, you must take necessary steps to ensure it is fast. Away from the Google regulations, internet marketing experts from Croatia suggest you should put yourself in the shoes of a human user; why do you think someone will wait for so long while your competitors’ pages are opening so fast? There are various tools that you will use in testing the loading speed of your website. Do it and make the necessary changes.

In summary, it could take ages to receive and monetize your traffic if you entirely relied upon back-links. Make smart adjustments using the guidelines discussed here and you will be amazed by the drastic increase in traffic that your website will experience.

 

Filed under: Blogroll

Personalized Advertising: How to Approach Customers without Being Creepy

Posted February 3, 2014 by fran @ 1:30 pm

Thanks to Big Data and the advancements in online advertising technology, companies now have a ton of data and insights about their customers. Aside from having people’s demographic information, brands can also track users’ browsing and purchase history, and they can use all that information to develop personalized ads and effectively convert customers.

And while that’s all well and good, it’s important to note that just because you can leverage people’s information for your ad campaigns, doesn’t mean that you should.  While using a healthy amount of user information in your ads can certainly create better and more personalized experiences, using too much data can creep people out.

To prevent that from happening, below are some online advertising best practices that you can implement to ensure that you won’t creep people out.

Don’t show up in every single website that they visit – This applies to advertisers running Remarketing campaigns. When used correctly (and in moderation), Remarketing ads an actually boost conversion rates by upto 125%. However, when used in excess, you could come off as being a bit to “stalkerish” to your customers.

For instance, when a user visits your site without completing a purchase, it’s perfectly okay to give them a friendly reminder by showing up on some of the sites that they visit. Do note that the key word here is “some”. If you overdo your efforts (i.e. if you show up on all their sites, all the time), you could turn them away.

That’s why at AdMedia, we allow advertisers to set a cap on their Remarketing campaigns. We enable you to determine the frequency of your ads so that they won’t follow people around in every website that they visit. By doing so, you are able to give people a small, but convincing nudge in the right direction, without overwhelming them with “in your face” marketing messages.

Be transparent – It may sound cliché, but honestly really is the best policy, especially when you’re dealing with consumer tracking and privacy issues. When you’re collecting data and monitoring the behavior of your site visitors, it’s essential that you be very transparent about your practices.

Sufficiently describe the information you collect as well as your data-gathering methods in your website’s terms of service and privacy policy. Also include the reason why you’re collecting user information. Tell users that you’re only doing it to give them a better experience, and not because you have some “Big Brother” agenda against them.

Doing so will go a long way in gaining the trust and esteem of your users. People love transparency and they’ll respect you more for it.

Give users more control over their information – Finally, it’s important that you empower users to take control of their data. Give them the tools to see exactly what’s being collected about them and how to remove their information from your data base.

You can also give users more control over how your messages are being delivered. For example, if you send out marketing emails, let your users customize message frequency and content.

Filed under: Blogroll

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