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On the U.K’s Channel 4, Normal Ads Suddenly Appear Blurred

Posted September 20, 2017 by Rashmi D @ 11:14 am

An unusual ad to convey the importance of regular tests during National Eye Health Week – 2017

Whirlpool

Channel 4 is a British public-service television broadcaster which partnered with the Royal National Institute of Blind People to run a series of unusual ad breaks to spread the awareness, among people to raise awareness of eye health and the importance of regular tests.

Channel 4 network modified the existing ads for Amazon Echo, Freeview, O2, Specsavers and Rabanne, so they suddenly appear blurry. It is just a simulation of eye disorder such as glaucoma, hemianopia, macular degeneration, cataracts, and diabetes related sight loss.

The approach works especially well in the Specsavers spot below. The eyewear chain’s original vision-care message gains sharper focus as the video grows progressively hazy and dark from the edges, replicating the effects of glaucoma. “It’s great that we’ve found five brave and forward-thinking brands to work with, but we wish there were more,” said David Amodio, digital and creative leader for sales at Channel 4. “Brands talk a good game when it comes to accessibility and diversity initiatives, but you’d be surprised just how hard it is once you try to push these ideas over the line.”

Fashion brand Paco Rabanne was quite confident and clear about the ads which aired during reality show Updateable between 9.15 and 9.30 p.m., and was happy to educate the public about the effects of cataract especially, how cataract clouds their vision. For the sight-impaired viewers, a descriptive audio was also added so they can listen and become aware about the illness.

As a promotion for National Eye Health Week, and raising awareness and inspiring viewers to get regular eye checkup, David Amodio while creating commercials, said, “We have set ourselves an objective to make advertisers think about audiences with accessibility challenges such as hearing loss or sight loss.” Channel 4 expects other marketers to also take care and “consider improving from an accessibility point of view in the future.”

“We are the Superheroes” a Cannes Grand Prix winning film, is one of the notable campaigns that Network 4 had created and in addition to that during the games, with deaf artist and actor David Ellington, the channel also ran “the most accessible ad break ever” with full sign-language support for spots.

Filed under: creativity

Facebook’s New Move Has Brand Safety Tools for Advertisers and Publishers

Posted September 15, 2017 by Rashmi D @ 12:10 pm

The move is aimed at reassuring advertisers that their ads won’t show up on pages with inappropriate or objectionable content

Whirlpool

For over a year now, Facebook has been affected by controversy regarding brand safety of its advertisers whose ads ended up in pages with inappropriate or objectionable content. For brands that spend heavenly amounts in advertising on social sites like Facebook this is nothing but an outrageous instant of being let down by a platform on which they depended for their growth momentum. It all began with a stern warning by P&G (Proctor & Gamble) to Facebook and Google in particular to figure out a way and ensure that its ads didn’t appear on pages with inappropriate or objectionable content.

A number of new brand safety features have been announced by Facebook as a measure against ‘fake news’ providers, under mounting pressure to pacify irate mega advertisers who began threatening to pull out all advertising from the site. The brand safety tools that Facebook announced to address this issue will allow advertisers to see where their ads are likely to appear before they launch a campaign. This will include placement and category opt-out lists, which will allow advertisers better control over the placement of their ads in pages with content on both Facebook itself as well as placements bought via its third-party Audience Network.

The Facebook update also includes an analytics tool which allows advertisers to see where their ads have appeared post-campaign. It will also include ads that will run on its ad breaks, instant articles, branded content, and audience network offerings, as part of media space purchases. Carolyn Everson, Facebook’s vp of global marketing solutions, said, “This is an area where you’re going to see us make ongoing progress on and ultimately we care deeply about the health of the ecosystem on our platform¬—that includes publishers, our consumers that use our products and advertisers. We want to ensure that advertisers feel confident in their investment on our platform and brand safety and what content ads are running against has been an area of concern.”

Filed under: Brand Marketing

Whirlpool “care count” Program helps Boost Self-Esteem and Increases Student Attendance in a School

Posted September 12, 2017 by Rashmi D @ 11:23 am

Whirlpool Innovative Campaign Give Students Clean Clothes and a Fresh Start

Whirlpool

Every day in the US, more than 4,000 students drop out of school because of the lack of clean clothes. They don’t have enough confidence to connect with their peers and teachers in class and are afraid of being taunted by their classmates. Hence, rather than feel uncomfortable in school, these students without clean clothes would simply stay at home resulting in the increase of non-attendance.

With the goal of providing students with clean clothes and reduce non-attendance, the school needed to boost the confidence and desire to connect with their classmates and teachers in a classroom. In the efforts to quantify the problem and work towards the solution, Whirlpool launched the Everyday – “care count” program. As part of the program, Whirlpool and DigitasLBi installed washers and dryers for the disadvantaged kids in school districts – one in Missouri and 17 schools in California.

After over a year, the school identified students spending about six more days in school as compared to the previous years. The school also identified children with the need for clean clothes and more than 90% of the kids increased their attendance. Moreover 95% of the participants showed motivation in class and participated in extracurricular activities. What’s more, their peer interactions and test scores also improved to a great extent.
According to Martha Lacy, principal at the David Weir K-8 Academy in Fairfield, California, “Up until this year,” despite programs providing kids with better nutrition and social services, “we’ve never ever had anything that would address having clean clothes.”

Whirlpool senior brand manager Chelsey Lindstrom, notes, “We originally set out to impact attendance rates. But what we saw was that the program impacted so much more. When we all care cooking, cleaning and washing, every day, we believe we can change the world.” This is the power of these simple acts.

Filed under: Brand Marketing

The Gloves are off – P&G Chief Brand Officer Pritchard Sets Terms

Posted September 6, 2017 by Rashmi D @ 5:16 am

Internet giants, Google and Facebook are on notice to deal with growing cases of online fraud, scams and controversy that affect brand security

Google map parking location

For a company with a marketing budget of $ 2.4 billion, it’s not very difficult to make even the most intransigent segments of its supply chain to stand up and listen when it makes a point. Recently when the chief brand officer of P&G, Marc Pritchard said he has had enough of the lackadaisical approach of the biggest gainers from online advertising, Google and Facebook, toward growing cases of online fraud, scams and controversy that affect brand security, it became trending news. In a way, it has stirred a hornet’s nest if we consider how the other major online advertisers are going to take their respective cues from that.

While speaking at the Interactive Advertising Bureau’s annual leadership meeting in Hollywood, Florida Pritchard set out his terms for spending P&G’s mega ad budget on digital media platforms. He wasn’t ready to give more than a year to the digital platforms especially the duopoly, Google and Facebook, to sort out the mess in their backyards. “Frankly, there’s, we believe, at least 20 to 30 percent of waste in the media supply chain because of lack of viewability, nontransparent contracts, nontransparent measurement of inputs, fraud and now even your ads showing up in unsafe places,” he said.

Information coming out of Facebook suggests that it will soon announce a number of new tools and policies aimed at assuring advertisers that the safety and security of their brand is a top priority for the mega social site. Now, whether it’s due to Pritchard’s warning or because Facebook realizes that brand safety is an idea whose time has come, is not clear but the coincidence is surely making Pritchard’s hardball play look more and more sensible. After all, advertisers, especially those with serious cash in their pockets are getting frustrated by this curious inertia that has gripped the digital platforms surviving and thriving on advertising revenues. It was a timely wakeup call.

Filed under: Digital

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