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Social and Media set to split!– How well the Advertisers do?

Posted December 13, 2017 by Abhishek Pandey @ 3:33 am

 

There was a time when the first phase of social media sites such as Facebook, Twitter and to some sort Instagram helped us connect with our dear ones in an atmosphere more centric on connecting. It was broadcast-focused and open network helping in revolutionizing the medium of communication when there was none to ponder over. It was this time when people received that golden chance to create millions of audience across the world in order to get their voices heard. This was the time when advertisers sensed opportunities to mint through an audience which grew loyal to these sites. With their penetration in the rural areas as well, this seemed like an opportunity of a lifetime.

But is that valid now? Well, the majority of people nowadays believe that Social Media sites have divulged themselves from connections and focused more on playing to a platform of advertisers. In these times the idea of getting a million followers on Instagram or having a look at someone’s activity on Facebook is long gone. What started as an opinion sharing platform has delved into a platform where you bogged down by people and which has made people abandon posting or shying away from these sites. Instead, people have now switched on to more private conversations and lesser affiliations Which now brings in a question, bold enough to be asked, ‘Is Social and Media ready to split? Is the status quo set to change in testing times? Where will the Advertisers go?

Now abandoning the first phase of social sites means less scrolling time through Facebook posts and Instagram feeds and spending more time on posting their thoughts on closed conversations on Facebook Groups and chatting on Messenger. This means that now people have changed their thought process of replying to every confusing chat on Facebook and rather talking to people who actually matter. It means maintaining several small, interest-based Instagram accounts or Fiestas, rather than a single, Public-facing persona.
What does this shifting in the user posting behavior indicate? This indicates that these people are also shifting away from the type of broad-based algorithmic feeds which nowadays are packed with news and media content which they feel is not made for them. However, this behavior has tempted the social media franchises to part ways to separate social and Media paving ways for a split.

What are the trends in the field?

As has been the case with parting audiences, the social sites have also begun to customize their social from social media platforms. Snapchat has announced that it will split the chat function from its media portal. Facebook has also tested a content only news feed with Messenger being the separate chat platform. It also launched ‘Watch’- a video platform much like YouTube which contains highly produced content from publishers and Media partners. Instagram is also bringing in it’s another messaging function called Instagram Direct to direct its user to chat functions.

How will the time change for Publishers and Advertisers?

With social probably out of social media, publishers and advertisers would have to find their feet and adopt new distribution techniques to take advantage of this shift in user behavior. This means they will have to separate their strategy to be used while publishing on the media platforms as well as on the dedicated social platforms. This doesn’t mean it will be unethical to insert a content-based advertisement in the private chat forums. It means that the publishers would have to be more specific and creative in attracting the user amid changing times in the social 2.0.

Target Advertisement: How Travel Brands are shaping their Ads?

Posted December 12, 2017 by Abhishek Pandey @ 4:13 am

Image result for best locations

With the Christmas, Easter and New Year around, the travel world is an incomplete buzz with travel agents and companies working overtime to make sure it goes well. With holiday season and planning in full swing, the travel world seems to have suddenly come out in life with mesmerizing advertisements coupled with holiday packages and gifts. Though holidays are a time of enjoyment and being happy about it, it is more happening when spent with family. America, on the other hand, have more sort of those travelers who get to reunite with their families during this season and so travel brands have much in store for them.

So, much like the retail shoppers who bloom during the festivities, the Travel advertisers have swung back into life making merry of the situation for Christmas and New Year holiday celebrations. When it comes to moving out on a trip, the consumers have certain lists of demands which they need addressing from the consumers.  As the consumers and travelers have become more price-conscious, tech-savvy and flexibility oriented while asking for more measures, the Travel Brands have articulated more challenging measures to fulfill those demands. While they need to address these demands of users, they also need to bring in more innovative measures to appeal to multiple-demographics and enhance the overall experience of the users. It is desired of them to make the travel experience more diverse and as seamless as possible.

This Advertisement by Transfarency impacts those travelers who are cautious of their spending in travel.

Now, in these scenarios, the travel brands in conjunction with their Brand Advertisers have more digging as well as a more deep understanding of these values. In other words, target advertisements must be gathered in order to make the consumers feel special at every stage of their journey.

How has the TV Advertisement changed in times of target audience?

When the articulation of demand of every audience is made, it is certain to give some patterns and changes to look into. Traditionally, the TV Ads needed the marketers to depend only on the contextual placements in order to determine favorable audiences for their Ads but as it has evolved in these times, the marketers and advertisers have been able to identify the commonest demand and serve specific advertisements to relevant target audiences. For example, those who have a knack for visiting historical sites or beaches could now be specifically targeted now. Advertisers will then use their selective judgment to formulate ads keeping their demands on it.

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It was estimated by eMarketer report that the number of addressable or targetable households in the United States will be 74 million by the end of 2017. And this means that the Travel advertisers will now be able to bring in more selective ads to entertain their market and thus have their both hands in profits.

 

Filed under: Advertising,Brand Marketing

5 Technological Evolution to revolutionize Advertising in 2018

Posted December 11, 2017 by Abhishek Pandey @ 4:46 am

Advertising and its features have seen a paradigm shift in the recent year. From honking its own demands to becoming user-friendly and search oriented, Advertising has gone places in the last decade or so. But 2018 gives us more optimistic indications about some technological innovations which have the potential to completely revolutionize Advertising. This could well be the year when Artificial Intelligence (AI) gets its feet on technology, header bidding settles in and Blockchain finally gets a heads up in the Advertising world. This could well be the year when we cutting edge technology drives the advertising modules. Some of the crisp observations that indicate that 2018 is going to be a prosperous year for advertising are-

Artificial Intelligence shapes up Ad Module

Artificial Intelligence has been one of the most talked about issues of this year and will certainly be more organized in the coming year too. But humans have, over the time, understood that AI will most certainly not replace them and will support them. In other words, AI has that potential to magnify human potential to a level that can be revolutionary. As per Kristina Goldberg, VP of Programmatic for Spark Foundry, ‘In 2018, we will see AI as a way to amplify human ability, not a substitute for it. As the technology becomes more sophisticated, our jobs will follow suit to be more technology learning.’

It is no doubt that machines have unimaginable strength in terms of large-scale data processing faster than human mind but they function on the codes created by humans and that is why they are more sort of companions than the competition. And thus, buyers can hand over more and more operational tasks to AIs in order to get the complex works done.

More Resolved Technologies

There is many a complexity in the technology driving advertisement and which is keeping the agency traders away from what they do the best. As per Brian O’ Kelly, CEO of AppNexus, the complexities are going to get resolved and that will be one of the changes in the year 2018. ‘Machine learning will enable the simplification of traders’ technology allowing them to get back to advertising basics and leverage creativity, intuition and data.’

The resolve will ease up buying advertising on the open internet and will be as compatible as it is on Facebook and YouTube. It will, therefore, bring more transparency in the field and make it more easily accessible to common buyers.

Header Bidding can now come in Mobile in-app advertising and Video

As per Jeffery Hirsch, CMO of PubMatic, Header Bidding has been one of the major features of Desktop and Mobile web display Ad marketplace but with easing streamlining, the in-app developers and publishers, who have been sidelined by rising CPMs and lack of bidding technology, will find a chance to finally come in the in-app advertising also. As per Hirsch, ‘In 2018, we will start to see the adoption of mobile in-app server-to-server header bidding’. Companies will start to test header-bidding solutions for video also by the second half of 2018.

Safety of Brands set to increase

In the coming year, Brands are set to feel safer and their safety is going to increase also. As per Steve Katelman, EVP of Global Digital Partnership at Annalect, ‘Next year, with the latest development in AI, brands, and publishers will be able to use  computer vision to identify unsafe imagery and deliver ads in a safer, more contextually relevant environment.’

Big Strides for Blockchain might come

The blockchain is a bitcoin cryptocurrency wallet and block explorer service launched in the year 2011. But its development had taken a hit in this year as some countries had blocked its way but it seems that 2018 is the year for this and which will make it grow stronger. Blockchain solutions which store transaction information in a decentralized and more secure way will become the norm of the year. The industries might start to use it to combat fraud, for billing and reconciliation, identity and consent management, as per Dennis Buchheim, SVP and General Manager at IAB.

 

Filed under: Advertising,Brand Marketing

How to create your shop on Facebook? – Here are the simple ways

Posted December 8, 2017 by Abhishek Pandey @ 3:58 am

Do you have buzzing business in your locality?

Want to take this business to high priority and multi-user base where you can maximize the potential to the fullest? Well, in that case, Facebook is the place you are looking for. Facebook has evolved in the recent decade as a fully-fledged business hub with a multi-billion user base. With such a huge number of traffic, it is certain to catch anyone’s attention. It is also notable that every Facebook user spends more than 30 minutes per day on the social site. While they are busy surfing their social life, why shouldn’t they be provided enough space to check out some of the products? This will help in user consideration at a place where all your customers remain connected probably

Many times, we get advised onto how we should move our product on Facebook but there is a great deal of information which we lack in the advice and which we are going to learn here. You can create the Facebook shop to enhance your F-commerce either directly through Facebook or through some special tools which not only would enhance your presence but will also help in the future consideration of the product base.

Step 1: Add a new section to Your Facebook Account

The first step would be to navigate to your Facebook Business Account where you have a business page and admin privilege. On the timeline below the cover photo to the right, there will be a button called ‘Add a Shop Section’. Click on the button to create the section there.

A pop-up page will come up which will ask you to Add shop section. You have to click the blue button to add the section by agreeing to the merchant terms and conditions. It is advisable to read the terms and conditions very carefully in order to understand it clearly.

Step 2: Set the Shop Details in the Shop Section

Once you click the Add Shop section, there will be another pop up coming out of there asking details about the business. Furnish your business email address and click on the box which will use the email for customer service inquiries. If you click on the box, any query regarding the shop will be directed directly to your email address. In the last columns, you will have to give your business address in complete totality.

Step 3: Payment Configuration

Facebook provides you with two options for collection of Payment received through it. The first option is to process the payment through the Facebook page to which the merchants often accept. The other option is to redirect the customers to another website like your own website for that purpose. Once you have configured that you would like to check the payment out through Facebook, you will be asked to set up the payment account.

The merchants from the US can set up their account through PayPal or Stripe as they are very common in the US. While the customers and Merchants from other regions can set up using methods like bank transfer or Cash on Delivery (COD) Mode. It will also ask about setting up your Payment System which you can do so by clicking to connect to an existing Stripe or PayPal account. If you don’t have one, you should first set up an account and start the configuration. Currently, Facebook has configured Stripe while PayPal option is still being rolled out.

Step 4: Finish the Shop Setup

Once the Payment option is configured, all you need to do is to click on the ‘Finish Setup’ button to complete the shop set up in order to complete filling in the rest of your business information. Once the steps get completed, the Facebook Shop will get activated for your business.

Step 5: Add a Product to your Facebook Shop

Having configured the payment and completed the information for your business, the Facebook shop has become life for your business. It is now the time to start selling. For that, you need to upload the product information for products that people can look at and consider buying. You can see a Shop tab on your Facebook business page. Click on this tab to start a pop up which will ask you to add a product. Follow the information in the box to add the product to your Facebook store.

Click on the Add photos button to insert the product image into the Facebook in order to reveal what would the product look like on the Facebook page. Also, write the product detail and other details if necessary.

 

Filed under: Brand Marketing,creativity

5 Best tools to boost your Social Commerce in 2018

Posted December 7, 2017 by Abhishek Pandey @ 4:20 am

Social Media has become the most important tool to drive the business in the last few years. While the Social commerce drives only 2% of the retail sales by now, it has the potential to drive the market effectively in the coming years. With the sales patterns going diverse and publishers using different online techniques to attract buyers, the Social Commerce is well on course to become the best what the retailers want. The signs have been good while the execution needs to be better for the social commerce to excel well in the industry.

Social Media platforms serve to the people in the capacity of product recommendations, reviews as well as by the retailers to connect to the brand-focused people who make sure that the product is well categorized and best in the business. Any review or recommendation is taken seriously to reach out to the potential buyer. As per estimates made by Technavio, the annual social commerce might exceed $165 billion by 2021 and that is only three years from now.

The signs for 2018 are bright and here are the tools which can drive the market for social commerce in the coming years –

BigCommerce

BigCommerce is an all-embracing e-commerce platform which offers us in-built selling and publishing on Facebook, Instagram, and Pinterest. It has that unique ability to synchronize the product inventory across all social media platforms if you do not want to worry about inventory or fulfillment issues. In shorter words, this is an easy multichannel social commerce platform which has the capability to generate buy-ins for your business.

To use this tool, you will have to add your Facebook store to your business page in order to showcase the entire catalog automatically in the Newsfeed of the user. You can also create Buyable Pins for the users to pin and buy the products directly on Pinterest as well as use the BigCommerce catalog to tag your products in the shoppable Instagram posts.

Amazon Spark

Amazon has released its Amazon Spark Initiative in July 2017 which is a social feed of user-posted image that lives within its shopping application. In other ventures, it can be attributed to being similar to other image-heavy networks like Instagram and Pinterest. As of now, only its Prime members can post and comment on Spark which can be viewed by any customer but only the prime members can interact with the comment. This is because Spark Content is focused on engaging active shoppers. 80 million members spend an average $600 more per year than the non-prime members.

Though the marketers are not able to post images on the platform yet, they can work with the influencers who are authorized by the Amazon Prime.

Beetailer

Beetailer is one of those emerging platforms created specifically to increase social commerce. It is a platform which helps in integrating your existing web store into Facebook. You have that unique discretion to customize the product selection in order to only show a subset of your inventory or you can also create multiple tabs on your Facebook page for different sections of the shop.

This tool is a big help when you want to promote your online store with ads as well as analytics. This can help you analyze the performance of your products over time with your audience. There is also product-specific comment thread powered by Facebook in order to promote your Facebook commerce presence.

WeChat

WeChat was first introduced as a subsidiary to counter WhatsApp’s surge and it became an instant hit China with user-responsive chat feeds. Introduced in the year 2011, the application has more than 800 million monthly user base and which has transformed China’s digital habits, with the average user spending 70 minutes per day on it.

Now, this is a business opportunity because it has user-interface of all social networks like- WhatsApp, Facebook and Instagram and has an integrated digital wallet system that people can use to order taxis, recharge their phones, food deliveries, bill payments as well as pay various retailers. The Research shows that 31 percent of the users started their retail purchase on WeChat which is roughly 200 percent from previous year.

Messenger Bots

Messenger Bots are useful tools which help you connect with your customers on Facebook Messenger, a platform already used by FB to interact with the brands, publishers and influencers etc. the Platform has more than 1.2 Billion monthly user base and is a dream platform for various publishers and Marketers. Roughly all your consumers have a presence on this platform and which makes this an exciting prospect.

 

 

Coca-Cola’s Brand Campaign breaks barrier beyond Soda

Posted December 1, 2017 by Abhishek Pandey @ 3:55 am

Coca-Cola has been intensifying its Brand Campaign since the time James Quincey took over as CEO in the month of May, selling itself completely as ‘total beverage company’. The company, in its earnings calls and the investor presentations, has used the term to justify its moves beyond the Soda cult it has. It definitely goes beyond its namesake Cola Brand. In its new Brand campaign, the company was seen shedding off its cult of being a soda and cola company brand which has been eager and competitive enough in the total Beverage functionality.

The Campaign which was aired during the NBC’s ‘Sunday Night Football’ broadcast, seeks to introduce a new set of patterns enough to rejuvenate the fantasies of re-introducing the beverage giant to the Americans as the company has completed decade-long re-franchising initiatives that return ownership of local bottlers to independent companies. To do that, the company sold off its capital-intensive manufacturing and distribution operations as it evolves into a company with a central focus on marketing and innovations.

The new campaign highlights

The new campaign seeks to depict its 68 independent U.S. Coca-Cola bottles as an integral part of the broader family of the company in order to develop deeper connections with the local communities. Ads have become running locally earlier this month with an aim to reorganize its local connections. The Sunday’s Night Football timing for the spot brings in more nationalized push into the urban population. The effort also included ads in the USA Today and the Wall Street Journal. The agencies who have been brought into the effort also include Partners & Spade for creativity, Perfect sense digital on digital and UM for media buying. The TV campaign has described the Coca-Cola company as making “more than the name suggests”. It has also shown other brands such as Honest Tea, Odwalla Juice, and Smartwater.

The Advertisement shows a Coke delivery driver whose name is Willie Mua who works for a bottler in Alaska and Jon Radtke, the Coca-Cola North America’s Hydrologist who has been made the in-charge of Company’s Water Sustainability Program. As per Stuart Kronauge, senior VP of Marketing and President of USA Operations for Coca-Cola, North America in a blog post, “The Increasingly local nature of our bottling system positions is to make an even bigger impact on the communities where live, work and play.”

He adds, “This is the perfect timing to reintroduce ourselves as a leading employer and supplier and communicate the breadth of who we are, what we stand for and what we make and sell.”

The campaign has been launched by the beverage giant amidst a time when the brand has been marred by controversies regarding the Health concerns and efforts by local governments to tax sugar-sweetened drinks. The carbonated drinks sell of the Coca-Cola has fallen by more than 0.7% in the last four weeks ending August 12, while Pepsi’s dropped by 7.2% according to Nielsen data cited by Wells Fargo.

Filed under: Advertising

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