Blog

Mike’s Hard Lemonade Targets Millennial Men with a Cool New Campaign

Posted May 23, 2017 by Marina Ku @ 3:40 am

“Authentic” work by The Annex, a division of Chicago-based ad agency Havas, that has millennials doing the creatives

digital marketing

It’s a real challenge for Mike’s Hard Lemonade to reach out to millennial male customers and the main reason is that, most millennial men don’t know about this beverage. The brand therefore, decided to team up with The Annex, the millennial division of Chicago-based ad agency, Havas, to create a happy and bright new campaign titled, “Drink on the Bright Side.” This is Mike’s effort to capture the attention of millennial men between the ages of 25 and 29, in a campaign that includes a combination of social, digital, TV and print as well as out-of-home advertising.

According to Jason Peterson, chairman and CCO of Havas Creative, the agency engaged The Annex to work on the campaign to ensure the ads have “an authenticity of what is cool and what is relevant.” However, it were insights from the team at Mike’s that came in handy for the campaign, that suggested, drinking Mike’s Hard Lemonade makes folks happy. “The core belief for us as a brand is Mike’s is about your favorite happy times. The reality is that sad people don’t drink Mike’s, so for us we wanted to make our creative campaign reflect that moment of happiness in what increasingly feels like a negative world,” said Sanjiv Gajiwala,vp, marketing, Mike’s.

The shorter spots like “Rocket Shoes,” and “Arcade” actually reflect the millennial spirit in a nice, yet somewhat crazy way but they’re funny and have what it takes to hit millennial men. The spot titled “Arcade,” for instance, shows a millennial youngster riding a cool little “super” puppy that’s shooting lasers. Gajiwala explained, “For us the insight was this group of consumers, these 25-30 years old, they have their own language which is not always a spoken language or a linear language, they don’t have a lot of time and they want to communicate quickly and for us that meant shifting our creative approach to reflect that and reflect what we think Mike’s Hard Lemonade is and what it’s role is in their mindset.”

Filed under: Brand Marketing

Instagram’s Easier UX Produces Better Engagement for Business Users Compared to Facebook

Posted May 22, 2017 by Marina Ku @ 4:00 am

It would be not be wise for businesses to overreact to analytics but also not make the mistake of ignoring Instagram

Description

Instagram is now increasingly being favored by many marketers despite the fact that Facebook has around twice as many users and it’s easy to see why – Instagram provides much better engagement metrics for advertisers than Facebook today. According expert on Instagram, Sue Zimmerman, 48% of brands already advertise on Instagram and that number is expected to go up to 70% or more by the end of this calendar. The social platform is continuously improving its ads and analytics and is now a must-have app for businesses.

The revenues generated by mobile ads on Instagram is projected to be around $2.81 billion in 2017 made possible by the improved analytics tools that the platform is offering to users. Instagram’s easy-to-use experience/i>, for users mainly businesses, is the result of its strong focus on this area aimed at improving users’ analytics experience. Instagram is working hard on increasing the scope and variety of analytics for business users who now have access to analytics that evaluate impressions, reach, engagement, and audience.

Instagram’s relentless efforts to race ahead in UX are expected to give rivals like Facebook something to ponder upon. Zimmerman anticipates that Instagram’s will enable its live videos to be saved for up to 24 hours and there will offer more filter options for stories on the platform. Business users are particularly going to love a new suite that will allow them to store drafts in organized subfolders when saving the drafts. As far as improvement in the reply feature is concerned, it will show right under the original comment.

Compared to Facebook, brands and celebrities get thrice as much engagement on Instagram, according to SocialBakers’ research that was released at the social platform’s engage conference in Prague, Czech Republic. However, these stats are not adjusted, per-capita figures since they indicate the raw number of likes, shares, comments and other social signals for those two categories. Jan Rezab, chairman and founder of SocialBakers, feels that brands should take note but not overreact. In terms of sheers numbers, Instagram still has very far to go to get anywhere near Facebook’s 2 billion users.

Filed under: Digital

Biz Stone, the Co-Founder of Twitter, Returns After a 6-year Sojourn

Posted May 19, 2017 by Marina Ku @ 3:46 am

Twitter is regrouping and going ‘back to the future’ which its users appreciate and so does the market

Biz Stone, one of the co-founders of Twitter

Biz Stone, one of the co-founders of Twitter, recently announced that he’s back in the company he once helped start. About 6 years ago in 2011, Stone quit Twitter in search of greener pastures, not so much for the money as much as it was to pursue new projects. He had joined Obvious Corporation, where one of the team members was fellow Twitter co-founder Ev Williams. Stone said that he will be known as a co-founder at Twitter although he seemed unsure of what else he will be known as. However, he sounded confident about his KRA at Twitter, which is to guide company culture and shaping its image externally. He did say that the “job description includes being Biz Stone.”

It is now clear from Stone’s explanation that his return was always a possibility after fellow co-founder and permanent CEO Jack Dorsey regained leadership of the struggling San Francisco based social site. Dorsey was expelled by the Twitter board in 2008 but came back strongly as permanent CEO in 2015. He clearly wanted his former partner and co-founder of Twitter, Biz Stone back in the organization and eventually, when the two met some time back, Dorsey asked Stone what he thought about getting back to Twitter. Stone did mention that in addition to Dorsey’s return as CEO, the decision to return to Twitter was also because he realized that the company was “the most important work” of his life.

Twitter’s well-wishers are quite happy with the new development because there are folks who believe that it’s time the social site touched base with its roots that made it such a unique platform. They feel there’s no better way to do it than having one of the co-founders back in company. There’s positive reaction from the market as well as Twitter’s stock went up by 2% immediately as the news of Stone’s return, began trending, reaching $19.62, which is the highest in that last three months. Twitter’s fundamental strengths can’t be overlooked; it is still the site where news breaks before trending. It not just needs to be that but go further with time.

Filed under: Digital

Delta Airlines Will Thank all its 80,000 employees by Name in Unique Facebook Live Event

Posted May 18, 2017 by Marina Ku @ 4:00 am

Ad agency Moxie is partnering with Delta in managing this mega event that will be streamed live for over two days

Delta Airlines

Delta Airlines is running one of the longest live events on Facebook – a 50-plus hour event on the platform that started at 9:00 a.m. ET, yesterday. Moxie, the Publicis Media agency, is handling the event together with Delta. During the course of the marathon digital event Delta will identify each of its 80,000-plus employees by name and thank them for their efforts. Delta and Moxie even thought through a situation where employees would have to wait for their name to appear during the 50 hour-long event and might find it difficult to kill time. They created a microsite where employees can find out when their name will be announced among other things.

This is truly a landmark event with a global dimension wherein every Delta employee will cherish it as a memorable occasion in his or her career. The airline went around the world, mainly across its travel hubs from places as far between as Atlanta and Seoul among many others in order to choose celebrities to participate in this event. So there are now more than 430 actors, athletes, comedians and Delta business leaders participating in this event dedicated to Delta employees. These celebrities will add vibrancy and value to Delta’s efforts in thanking its employees and some them include actress Naya Rivera, Notre Dame football coach Brian Kelly and Coca-Cola chairman Muhtar Kent.

There are also other famous and highly talented showstoppers and performers who added momentum to the show that spanned across more than 50 hours. Along with the special note of thanks to all the employees, performances by a balloon animal artist, mime, domino artist, jugglers, ice sculpture artists, puppies and champagne among others things, sustained the momentum of this special event. Joanne Smith, EVP and Chief HR Officer, Delta, said, “Taking care of our employees is one powerful way to ensure the 180 million customers we serve every year enjoy their Delta experience. We’re proud of our employees and excited to dedicate 50-plus hours to honor each and every one of them.”

Filed under: Brand Marketing

Views from 6th Digital Content NewFronts – digital and linear spaces are converging

Posted May 17, 2017 by Marina Ku @ 4:59 am

Media buyers said they planned to allocate 40% of original digital video budgets at this year’s NewFronts, up from 37% last year

Digital Content NewFronts

Over the last couple of weeks, at Digital Content NewFronts 2017, in New York, as many as 32 digital publishers presented a wide range of content packages and insights into the behavior of their audiences. The fortnight-long NewFront events provided a marketplace to media buyers and sellers to network and build partnerships extensively. This is the sixth edition of what is undoubtedly one of the biggest events of the year for digital video, where digital video publishers got first hand clues on how to develop an effective sales presentation in the NewFront/Upfront format. Spending on OTT advertising has increased exponentially, even as digital and linear spaces have begun converging, more than ever, while presenters like Hulu are leading the field with streaming videos.

At this year’s NewFronts, industry professionals also got an idea of the technology, trends and content that will sustain the interaction surrounding digital video for the current calendar. In a recent ad buying study, media buyers said they planned to allocate 40 percent of original digital video budgets at this year’s NewFronts, up from 37 percent last year. This increase reflects the growing demand for digital video and also the strength of NewFronts as a vital platform which motivates media buyers and marketers to make win-win deals that are helping in faster growth across the original digital video segment.

If VR content and VR-designated studios took center-stage at NewFronts 2016, this year, it was brand safety at the forefront mainly because it matters a lot to game changing enterprises. Biggies like New York Times and YouTube set aside their scale and focused more on how they are improving brand safety, while displaying more transparency on measurement. NYT made a presentation titled, “Truth + Dare” which explained how it gets to the truth; this was projected at brand managers to try and tell their own stories with similar ethical efforts. YouTube, too, preferred to bypass its staggering viewership numbering over a billion hours every day, and spoke of winning the trust of brands. Most media owners conveyed the message that brands will face much less risk when working directly with publishers.

Filed under: TV-Video

Arianna Huffington’s New Podcast Series Offers Insights on Getting Adequate Sleep

Posted May 16, 2017 by Marina Ku @ 3:58 am

The podcast series, sponsored by Sleep Number, maker of 360 Smart Bed is co-produced by iHeartMedia, whose iHeartRadio has an audience of 70 million

podcast series

Media mogul and sleep advocate, Arianna Huffington’s new podcast series is all about sleep. In this podcast series she talks with the rich and the famous about how they balance their absorbing and fast-paced schedules with getting enough sleep. She said the ability to find that vital balance is something worth paying attention to because it can work for everyone and not just the rich and the famous. The interviews have their own special variety with someone like actress Jennifer Aniston talking about how she manages the time she gives to her phone and someone like billionaire Mark Cuban explaining how he prioritizes between his emails and the meetings he has to attend.

Last year, Huffington founded Thrive Global, after quitting as editor in chief of The Huffington Post. Her new company is focused on helping folks find the right balance between how they use technology and how they set aside time for rest and relaxation to avoid burning out early. Sleep Number, the company that sells the new 360 Smart Bed is sponsoring the podcast series, which is produced by iHeartMedia. The podcast series is an excellent platform for Sleep Number to promote its 360 Smart Bed. Huffington reasoned, “The way we lead our lives—which is multitasking and being buried in our phones the whole time—goes right against our sense of wonder about life.”

The podcast series includes tips for listeners in the form of preroll and midroll ads, to make small changes in their lives. Huffington and iHeartMedia also plans to integrate the advice and interview highlights into ads and other content for iHeartRadio’s broader audience of 70 million. Earlier she had written “The Sleep Revolution,” which is about the struggles she and many others have had with sleep deprivation and how they solved it. “There is a passionate audience that wants to live their lives with less burnout, less stress but also more productivity. So it’s not like a trade-off between achieving and being productive and taking care of yourself,” Huffington said.

Filed under: Digital

“This bud’s for you” – Budweiser salutes Derek Jeter as the Yankees Retire His Number

Posted May 15, 2017 by Marina Ku @ 4:58 am

An emotional video on how New Yorkers honor their captain who served his team for over two decades

This Bud’s for 2

Budweiser, the sponsor of MLB (Major League Baseball) has come out with what it calls an “emotive new video,” titled “This Bud’s for 2…” to honor the legacy of legendary Yankees shortstop, Derek Jeter and the retirement of his jersey. The two-minute video, which went live Friday (May 12), shows Jeter hitting a walk-off RBI-single against Baltimore in his final at-bat at the Yankee Stadium. Nearly two and a half years after Jetter played his last game for the Yankees his shirt has been retired, making him the 22nd player in team history to gain this honor.

The video then goes around New York City, replacing the number two across different locations with Jeter’s 2 in pinstripes – on the Subway, a deli awning, a road sign, a chalk-drawn 2 in a fast food outlet, a fire truck, a neon 2 on a shop window and a taxi, among others. Jeter had reportedly communicated to Budweiser, “I’m honored MLB and Budweiser chose to celebrate my jersey retirement this way, and I’m really looking forward to being back at Yankee Stadium this weekend.” On Sunday, May 14, which was also Mother’s Day, the Yankees honored Jeter during a pregame ceremony with the retirement of his uniform number and the unveiling of his Monument Park plaque.

According to Brandwatch, the social media monitor, #ThisBudsFor2, with over 11.7 million impressions, had over 1,400 mentions till May 12. In 2014, after Jeter retired, brands like Nike and Gatorade had also created videos to honor the Yankee captain. He had founded Players’ Tribune in 2014, which he says, is a “new media company that provides athletes with a platform to connect directly with their fans, in their own words.” In response to the outpouring of emotions from Yankee fans, Jeter posted his own thank you to New York on the Players’ Tribune.

Filed under: Brand Marketing

Instagram Launches Campaign to Help People Mental Health Problems Know There’s Help Around

Posted May 12, 2017 by Marina Ku @ 1:39 am

Among the hashtags already trending, #HereForYou helps Instagram users suffering from mental illness find resources and support

HereForYou

Instagram recently launched a campaign, which is now trending – #HereForYou. It is designed to help users get help with preventing and recovering from mental illnesses by finding resources and support online and offline with ease. In this minute-long spot Instagram users can be seen speaking about how they have had hard times with indigestion, depression and even thoughts of committing suicide. The Ad spot features three individuals who are not social media celebrities but ordinary folks talking about mental health issues which is helpful for others with similar problems.

In addition to the hashtag #HereForYou, users have been using positive tags such as #ItsOkayToTalk, #RecoveryIsPossible, #EndTheStigma and #SelfLoveClub to connect with folks struggling with mental health. Marne Levine, Instagram’s Chief Operating Officer, said, “People come to Instagram to tell their stories in a visual, and through an image they’re able to communicate how they’re feeling, what they’re doing. So what we decided to do is to create a video campaign highlighting these communities of support that exist in Instagram.”

Elyse Fox, an Instagram user, who suffers from depression, is one of the three individuals running the campaign. This three member team has built positive communities of support on the platform for individuals with similar problems, struggling with mental illness. The 27-year-old woman says in the campaign video, “I knew that something was off, but I didn’t want to speak about it because I didn’t want to feel like an outcast. Through Instagram I was able to connect with other girls who were going through similar things. My main thing is to bring girls together and to let the girls know that they’re not alone.”

Instagram co-founder and CEO Kevin Systrom, writing in a blog post, mentioned that in the US, half of all chronic mental illness problems begin by age 14. He wrote “Every day on Instagram, we see people share their mental health journeys and connect with communities of support. From dedicated accounts around an issue to unique hashtags adopted by groups, these communities are helping to make illnesses that are often invisible to friends and family visible through photos and videos.”

Filed under: Digital

AI has the Ability to Optimize Digital Marketing Achievements Better than Ever Before

Posted May 11, 2017 by Marina Ku @ 5:36 am

AI should be seen as an effective collaboration between people and technology rather than something that will make humans redundant

Artificial Intelligence

AI or Artificial Intelligence has the potential through to make many of the challenges faced by advertisers look less daunting. By lending power and insight to current programs such as, ad effectiveness, consumer engagement, brand safety and cross-device targeting, AI can actually be the ideal partnership between agencies and brands where people and technology function seamlessly for more effective and faster output.

In UX or User Experience, more data and more powerful machine learning will have the ability to figure out minute details and personalize the customers’ experience even as AI evolves and becomes more efficient. With the help of image recognition and natural language processing enabled by AI allows users will be able to interact with their devices much more closely and for more uses. Like super efficient sales personnel, chatbots powered by AI will provide product recommendations. Beck Kloss, senior director ads and merchandising at eBay, explains, “In the future, we can instantly know the person, steer them to the right part of the store, surprise them with something they didn’t even know they would love.”

Media buying is a major challenge especially when planning on an advertiser’s schedule, e.g. buying time when a show is on. There is the risk of showing the same ad to the same consumer on different devices when digital buys across various platforms are not in sync with each other. Since TV audiences are found across traditional linear TV, over-the-top, on-demand platforms and digital and social channels, a lot more optimization is needed while buying media space. It is now possible to pinpoint a customer’s receptiveness to an ad with the incredible number of data points that AI processes in real time.

“Ultimately, the marketer is becoming smarter with AI, and can use their smarts and expertise in various active and leveraged ways to help campaigns do better,” says Mark Torrance, CTO of Rocket Fuel, a predictive marketing platform that uses real-time data and AI.

Filed under: Digital

Spending on PR by Marketers will Increase Over the Next Five Years, According to New Report

Posted May 10, 2017 by Marina Ku @ 1:44 am

A joint study conducted by ANA and the USC Center for Public Relations has predicted that investment in public relations is set to increase

Spending on Public Relation

Over the next five years, marketers intend to spend more on public relations and boost internal staffing according to a new report conducted by the Association of National Advertisers (ANA) and the USC Center for Public Relations at the Annenberg School for Communication and Journalism based on a survey. The survey which took place last winter aimed at finding out more about public relations perceptions of client-side marketers.

The survey produced quite interesting results with as many as 75% of respondents saying that they will spend more on PR over the next five years while 62% of the respondents said that they intended to increase internal public relations staffing over that same time period. Around 16% of respondents said they will increase internal PR staffing over the current year while 25% said they will increase spending on PR.

Bill Duggan, ANA group executive vice president, said, “Public relations as a discipline is clearly evolving and becoming more important to marketers. And PR is being fueled by the rise and omnipresence of digital communications. Digital has put PR front and center, as it allows immediate outbound communication and inbound feedback.”

Other interesting results of the ANA survey showed 54% of the respondents saying that public relations would change over the next five years and become “more closely aligned with marketing,” while 18% took PR to a different level, saying it would “become a subset of marketing.” The vast majority of respondents agreed that public relations can most effectively demonstrate its value.

An overwhelming 89% of respondents agreed that demonstrating the measurable business objectives of public relations programs will achieve that distinction. Most respondents referred to ‘social listening’ and ‘digital storytelling’ when asked to rank the importance of individual trends. The survey revealed that digital trends are critically important for the future of public relations.

Filed under: Agencies
Next Page

Your first campaign is on us

New Accounts get a $100 credit towards your first Cross-Channel Advertising campaign.

Get Started

Contact Us

We can set everything up in minutes

Give us a call and we'll find the right solution for you!

  • Phone: (800) 296-7104
  • Email: info@admedia.com
  • Office: 901 W. Alameda
    Ave., Suite 102 Burbank, CA 91506
Connect with Us Contact Us Media Kit

Advertisers

Reach More Customers

AdMedia can set up compelling and targeted campaigns that are proven to grab the attention of users and turn them into paying customers.

Read more

Publishers

Earn Extra Revenue

Add value to your website and earn money at the same time by displaying ads that your visitors actually want to see.

Read more