Brand Marketing

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.

Related image

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

WPP publishes 2017 BrandZ Top 100 Global Brands

Posted November 22, 2017 by Abhishek Pandey @ 11:38 pm

The BrandZ top 100 Global Brands report for the year 2017 was recently published by WPP and Kantar Millward Brown. it did not show much of a difference in comparison to its report in 2016 as the Fearsome five tech giants comprising of Google, Facebook, Microsoft, Amazon, and Apple continue to rule the top positions yet again. The top 100 brands have increased in valuation by 8% to now be worth $3.64 trillion. The five giants alone have a valuation close to 25% of the total valuation of top 100 brands.

The report, now in its 12th year of publication, values brands through comprehensive study and grounded in unique attitudinal data from over 3 million consumer interviews over the year. The data at the end of the report is the reflection of how the companies have evolved over the year into more profitable brands. There is disenchantment in the market and amid these challenges, the brands have continued to evolve.

Who are the winners in 2017 BrandZ Top 100 Global Brands?

In the recently published 2017 BrandZ Top 100 Global Brands report, Retail sectors take a huge stride in category value growth, increasing by 14%. E-commerce sector gives a huge push to retailers like Amazon and Alibaba continue growth by 41pc and 20pc respectively. Aguila, a Colombian beer manufacturer, Coca-cola and pampers solidify Brand contribution, a BrandZ metric for the strength of brand alone. The BrandZ Business-to-Business Top 20 increased 11 percent in terms of value. Shell led from the front with a 23 pc rise as DHL and FedEx show 20 pc growth as well.

Adidas, on the other hand, led the charge in brand value growth, increasing by 58pc on the strength of its on-trend fashion to raise brand popularity in the US.

US and China show continued progress

US and China are eager to leave a mark on the world brand values.  This came to be a showcase in the report as 54 of the top 100 brands are based in the US which now comprises 71 percent of the Global Top 100 value. US brands have risen in value by over 181 percent in brand value over 12 years making a significant progress. To break it down, it comes up to 12 percent increase year-on-year value which is ecstatic. China, on the other hand, has 13 of these brands as home base. These brands have shown a continued growth up to 937 percent over 12 years. These brands now comprise 11 percent of Global Top 100 Value.

Domination of Technology based Brands in the report

Technology-driven brands made a mark yet another year with Apple and Google retaining No. 1 and No.2 spots respectively. they are now valued at almost $250 Billion, when if combined becomes the economy of Sweden. Amazon entered the  Global Top 10 at Number 4 with a valuation close to $139 Billion. 37 technology-oriented brands now comprise 54 percent of the 2017 BrandZ Global Top 100 value which is a 16 percent year-on-year increase to be precise. The category sees continued aggression as seven newcomers entered this years’ list for the first time include –YouTube, HPE, Salesforce, Netflix, Snapchat and telecom giants Xfinity and Sprint.

Top 20 Risers in the List

Adidas showed a comprehensive progress with the most aggressive rise in the year at 58% growth.  Moutai –an alcohol-based brand showed a progress worth 48% increase to see another rise in the report. Other such risers in the list include – Amazon, Burger King, Brahma, Tesla, Netflix, Domino’s Pizza, Rosneft, Tencent, Facebook, Tim Hortons, Salesforce, Samsung, Shell, Corona, Morgan Stanley, Skol, PayPal, and DHL.


Source: Kantar Millward Brown/BrandZ (Including data from Bloomberg)

Filed under: Brand Marketing

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

Square, the Mobile Payment Processor, Unveiled its First Physical Store

Posted August 28, 2017 by Rashmi D @ 9:20 am

San Francisco based Square Inc.’s first brick and mortar outlet, opens at Mulberry Street

Square brick-mortar-store

Square, the company that started out providing small businesses with a credit card reader for smart phones has grown big enough to have a store of its own.

The company started by selling smartphone plug-ins that let food-truck vendors and other small businesses accept credit cards. It attracted larger merchants by offering a suite of services and software that make running a business easier. Those services have boosted the company’s financial performance and its stock including loans, food delivery and inventory-management software.

Initially square started as a business-to-business operation focused primarily on startups that were not able to bear the heavy credit card transaction fees. In a true sense, it is not a store, since from Monday to Friday, the showroom is open by appointment only and on weekends, the public can stroll in as well. The showroom holds point-of-sale tablets, third party accessories and credit card readers including bar-code scanners and iPhone cases. Square Capital, in addition to mobile payment processing, offers small business loans and automated payroll. There is rotating selection of products, which range from handmade jewelry to fancy packs and candles.

According to the company’s hardware lead, Jesse Dorogusker, the company had plans to open showrooms in other cities too, but initially started in New York because it already has an office in SoHo and hundreds of Square customers are within walking distance; also, there is heavy foot traffic. It will be easy for those customers who have questions or concerns and often want to meet face to face rather than communicate via email or on the phone.

In addition to Square, there is another Line, called Line Friends the Japanese messaging app, which also opened a store in Times Square. Similarly Warby Parker, the fashionable and affordable eyeglass company, has also built its lineup of retail stores across the US after selling only on the internet.

Filed under: Brand Marketing

Amazon Spark Set to Light Up Brand Discourse on Social Media

Posted August 16, 2017 by Rashmi D @ 10:31 am

The retail giant’s entry into social media is likely to attract brands as only Amazon Prime customer will get to use Amazon spark

Amazon Spark

Amazon Spark is a social feed of user-posted images in the manner of a ‘story’ on Instagram or Snapchat but there are some crucial differences – Spark is not open for posting pictures and commenting for everybody because this right belongs exclusively with Amazon Prime customers who pay an annual fee of $ 99. However, just about everyone can read and see the content on Spark. So, what’s Amazon up to with this secluded platform? Like most other things that the retail giant does, there’s a definite strategy and method involved in this latest venture. Unlike most other social networks that depend on mass adoption and targeted ads, Spark will have content created and posted only by Amazon Prime members who are active shoppers spending $ 600 more on average than non-Prime members.

Amazon Spark may not even be looking at the kind of scale that other social sites like Instagram, Snapchat or Pinterest boast but it is by no means unlikely that Spark might hit some significant scale if all or most of Amazon’s plans attain a reasonable degree of success. After all, Amazon Prime has 80 million members which is a huge number boasting the highest spending power. That’s a marketer’s dream target market. Spark users are allowed to run comparison polls between two Amazon products which enables their network to provide feedback on their likely purchase. Additionally, they also get to post pictures of products with relevant links.

A new user can get to Amazon Spark through the “Programs & Features” menu option in the app’s navigation. The platform will ask them to select at least five interests that they might be interested to follow and once they provide this information, Spark will create a precise feed of products, pictures and proposals that are relevant to the kind of things the user prefers to buy, or know more about. The scope is endless with what Amazon can do with Spark but at some point the retail giant will have to consider some kind incentives for expert users who post high value content on the platform.

Filed under: Brand Marketing

How Marketers are Dealing with Challenges in the Present Day Buyers’ Market?

Posted August 1, 2017 by Rashmi D @ 4:54 am

Leveraging the sheer volume and variety of customer data among others, is the biggest challenge facing marketers today

Challenges in the Present Day Buyers’ Market

The speed of technology and adoption presents unique challenges for businesses. In the online world, generating traffic and leads as well as ROI are the leading challenges marketers face. More and more customers are visiting on one website or another; some are just for the sake of browsing the website for fun while others visit the website because they are looking for shopping opportunities.

For a data-driven agency, one of the biggest challenges is how to track visitors’ experience across multiple devices, such as, a customer using her iPhone. They see your product in Facebook, click through to your site, take a look and then move on. On another day, the same customer using iPad, searches your product, but forgets the brand name; he just looks around, compares the price and features, but still doesn’t purchase. But after 10 to 15 days, the same customer is on his desktop computer with his credit or debit card in hand; this time he remembers the web address and goes directly to the website. He adds the items to their cart and successfully completes the purchase.

The volume of data and irrelevant customer experiences in today’s connected world generates more data than many marketers are able to manage. Marketers need the ability to leverage insights from that data to truly personalize customer experiences at scale. Many organizations that are hoarding up their customer data because of the unavailability or awareness of tools to manage them are facing the biggest challenges.

Manually coordinating content and campaigns across distinct channels is time-consuming and costly because you need a complete picture of customer behavior across every channel. So, the different marketing tools and analytics need a set of integrated tools to manage content and campaigns for faster, more efficient and productive utilization of the data.

Disconnected channels coordinating content and campaigns across disparate channels can be time-consuming and costly. Plus, to deliver personalized engagement, marketers need a complete picture of a customer’s behavior across every channel, not just on one. Marketers need a set of integrated tools to manage all their content and campaigns — and be faster, more efficient, and more productive.

Security is another concern because some marketers are bound by decade-old technology which makes data security difficult; hence, most the customers won’t like to share their personal information unless they believe it is secure. Cloud computing marketers can create and manage campaigns more quickly than ever without dependence on infrastructure, IT, or outdated technologies. Mobile capabilities mobile marketing messages, mobile alerts, and apps help marketers create connected customer experiences, drive personalization, and enhance cross-channel campaigns. Artificial Intelligence (AI) can help automate marketing, recommend the next-best product or offer, and collect insights into traffic, sales, service, and marketing metrics along the way.

Filed under: Brand Marketing

Brand Safety Across Platforms is Crucial for Secure and Contextual Marketing

Posted July 14, 2017 by Rashmi D @ 5:14 am

Johnson & Johnson has been able to optimize its utilization of scope offered by different platforms and audiences

brand safety and creativity

Marketers trying to optimize the contextual benefits of a platform realize the challenges related to viewability, brand safety and creativity in utilizing the latest formats and targeting options. Josh Palau, senior director, global partnerships, Johnson & Johnson, says, “Even the most efficient organization would have a really hard time developing one global concept and pushing it out to all the markets in a way that adheres to all the standards, best practices and nuances. To help with this one thing we’re trying to put in place is somewhat of a scorecard that can track how the creative we are developing lives up to the best practices of the platforms we are advertising on and align with our objectives.”

However brand safety is an area of prime concern for marketers especially when their ads are hijacked and abused by cyber criminals who use them in their spam videos and images that often carry malware. The question that arises is, how far are publishers willing to go in order to ensure that such abuse and misuse of brands don’t happen on their platforms? Says Palau, “What we really needed is more vigilance on the publisher’s side since they own the platform. Google was doing a good job of monitoring, but it can always get better – and, frankly, it did. When we think about this we look at: What new measures are you putting in place? What are the existing measures that are changing? Is there a scoring criteria for offensive content?”

Today, there are numerous formats available to marketers to leverage and it is really not possible to use all that consistently. Therefore, a fair amount of optimization is required to leverage the best opportunities across different platforms. Palau says, “There are just so many ways to tell a story online. The formats coming out now are a reaction to how people consume content. How do we ensure our creatives still feel energized to tell the while using new formats that publishers are finding to be successful. We are pushing everyone to think mobile-first, even if you don’t have mobile-ready creative. I think it’s about being present and useful when hitting the audience at the right time. Align content with what they want and let’s respect them by providing something that’s quick, that educates, and that fits into the platform they are on.”

Filed under: Brand Marketing
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