Brand Marketing

Media and Entertainment Stock 2017: Amazon, Netflix Biggest Winners

Posted January 2, 2018 by Abhishek Pandey @ 2:15 am

The Media and Entertainment Stock for the year 2017 has spoken the minds of the market and its astonishing as to how the stocks have performed over the year. As it shows the traditional media conglomerates can’t even match the momentum which has gotten behind the technologically sound and craftily managed digital media sources such as Amazon Prime, Netflix, and others. These companies have a stronghold driving into the content production and distribution fields. The big winners in the Media and Entertainment Stock for the year 2017 have been Facebook, Apple, Netflix, and Google and that’s not surprising as well because these tech giants and conglomerates have completely overturned the Media industry in the recent years. Netflix emerged as the biggest winners of all but Amazon has not been far behind in the race for stocks.

Who was the winner?

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Netflix was the clear-cut winner and remained a darling of the industry in the year 2017 with a huge surge in its global subscriber base. Its closing price on January 3 was $127.49 billion with its shares tearing into the rooftops. Amazon was closer to its media revenue generation and was an instant hit in the Asian Countries as well.

Disney has once again the highest share price amongst all with a big margin over the Hollywood studio conglomerates. But the mighty owner of Pixar, Marvel, LucasFilm, ESPN, and ABC has been battling high expectations and nervousness about a changing business climate and one that goes beyond the traditional media into a more sophisticated digital media genre as well. The stock in this sector gained 3.2% this year after a flat performance in the year 2016.

21st Century Fox, due to its surprised acquisition by Disney, delivered double-digit gains due to inflationary effect of the acquisition. Sinclair Broadcast Group and Scripps Networks Interactive have also closed out the year with a double-digit bounce on the heels of M&A activity. On the other hand, Comcast which had a shoddy 2017 weathered the storm around the year into its core business such as cable and broadband service and NBC Universal’s content operations. It could then make a 16% gain without any big transactions.

Discovery, the buyer of the Scripps Networks, had the worst of all the year among all the media conglomerates and it dropped with an 18% drop. Concerns about the fate of its pure-play cable programming operations, as consumers embrace lower-cost streaming and skinny bundle options, have been a dark cloud over the shares. John Malone, one the long time’s investor Discovery shelled out more than $6.5 million to scoop up more shares. He thus demonstrated his faith in the company and there is more than one way in which he expects the shares to cut roof.

AMC Networks has been facing the similar conundrum about the investor problems in the same way as Discovery. But the home of ‘The Walking Dead’ managed a slight gain for the year making a big improvement over 2016’s 30% plunge.

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AT&T, CBS Corporations, and Time Warner were all down to a single digit while Time Warner and CBS were the top two gainers in the Big Media in the year 2016. AT&T has been handicapped by the uncertainty surrounding its core wireless business and the effort to scoop up Time Warner following the Justice Department’s lawsuit to block the union. Viacom too had a long year after a whirlwind of restructuring to do under the new CEO Bob Bakish. The company was rocked in the year 2016 due to corporate warfare between Sumner Redstone and former CEO Phillippe Dauman. Viacom did see a late-year bounce on the speculation about Media M&A heating up in the wake of the Disney-Fox merger.

 

 

 

Most read Marketing and Media Stories of 2017

Posted December 29, 2017 by Abhishek Pandey @ 1:26 am

2017 has been a year of controversies while still being the year for most the groundbreaking innovation in the marketing strategy as well. There was a sudden rag to richness for some while it was completely opposite for some on the other side of the aisle. What becomes is the astonishing approach it leaves us within the field of marketing, advertising and PR going into 2018 where they can be utilized properly. Here are some of the most read marketing and media stories of 20017 which were instantly recognized –

United Airlines Passenger Fiasco

United Airlines was hammered hard with tweets going over its head over alleged passenger reallocation in a harassing way by one of its in-flight attendants. It resulted in stock price fall for its parent company United Continental as it fell as much as 6.3%  in pre-market trading, dropping $1.4 billion from the now $21 billion company by market cap. What made stories was a twitter trend ‘Boycott United’ proving a boon for other airlines such as Southwest Airlines, Delta, and JetBlue. This made the marketing stories space in the earlier months of the year becoming worldwide ones.

Kendall Jenner’s Pepsi Ad trolled for sparking racial discord

Kendall Jenner made into the limelight when one of the Ads for Pepsi featuring her where she hands a can of soda to a police officer during a peace protest sparking a backlash online in April. The spark spread so much so that it was pulled down by the twitter after some time. The protest in the Ad, which meant unusual and un-purposeful, is attended by Kendall Jenner who heads towards one of the grim-faced police officers and hands him a drink. Some tweets compare the image of Jenner handing the can to the Police officer to the award-winning photo from a Baton Rouge, LA protest against police brutality last July.

President Trump’s $50 St Patrick’s Day Cap with mistake sparks Twitter fun

The criticism of Trump following his presidency win grew louder when the President wore a white cap with a slogan ‘Make America Great Again’ and a plant motif on the back and whose price was $50. This could be a general grossing enterprise but there was a huge mistake in the stitching as the motif sewn into the hat was actually a four leaf clover, not a shamrock which was the traditional motif to have been stitched on the back.

McDonald’s faces criticism for exploiting Childhood bereavement Ad

McDonald’s too made a mark into the criticism fray this year when it was dragged into a criticism this year’s May after its latest advertisement was widely criticized in the UK for exploiting Childhood bereavement. McDonald’s advert implied that the boy had little in common with his deceased father other than their shared enjoyment of McDonald’s. Another McDonald’s story crept up when it changed its staff outfits and people made fun of it saying that it matched the costumes for the Star War movies.

Google and Facebook take 20 percent of total Global Ad Spend

laptop group web internet communication blue electronic monitor brand mail international google converse chat facebook pc network multimedia entertainment global screenshot worldwide www social network networking self help computer searches computer whiz e mail chat room

Google and Facebook emerged as the major player in the Global Advertisement spend and became the world’s largest media owners. According to Media Agency, Zenith’s Top 30 Global Media Owners report, Google’s Parent company Alphabet was ranked at number one taking $79.4 billion while Facebook follows up with gross earnings of $27 billion.

Brad Parscale rakes up $94 million post Trump presidency win

Donald Trump made Brad Parscale his digital campaign director and paid him $1500 to set up his election website during the presidential campaign. At that time he asked for this sum but till the time President Trump won the election, Brad Parscale had racked up more than $94 million. The story which first ran on CBS News got immediate attention and can be perceived to give much information about how much money is involved in the American Presidency campaign these days.

While these Advertisements might show us how the year unfolded but it also shapes up the way the media might be in the power making in the coming year also.

 

 

 

 

 

How Has Social Media Influenced Millennial’s purchasing Decisions?

Posted December 25, 2017 by Abhishek Pandey @ 6:46 pm

Image result for social media icons

It becomes completely understanding the amount of time we spend on the social media pondering over which brand we should buy given the fact that that it shows all the compatibility we need. This is one of the most formidable reasons as to why brands spend so much time and money courting millennials on the social media. In other words, social media optimization has become one of the best modes of selling products online. Digital marketing, though complex and expensive has continued to grow and the reason for such growth is internet oriented purchasing patterns.

Social Media, in the last few years, has evolved more as a powerful influencer when it comes to the purchasing decisions of millennials. More than 70% of the users report buying fashion and beauty products based on the recommendations made on the Instagram posts. Similarly, we can see much influencing going on on Facebook and other social media channels as well. What can be the possible reasons for such an unprecedented growth of reliance on Social Media? Here are some of the possible reasons:

Recommendations of user carry lot of weight

 

 

When we go ahead to buy a product on Amazon, we tend to give more attention to the reviews and ratings given by the users and it similarly makes up our mind towards buying those products. So, peer recommendations can reap a lot of customer conversions. According to a HubSpot data, 71% of the buyers are supposed to make a purchase online if the product or service comes recommended by others with good ratings. This may be driven by the advertisement networks or traditional inherent trust on the brand. They simply tend to believe on the reviews and opinions made by their peers.

However, Mckinsey has a different story to tell. It believes that a small number of influencers are more accountable for driving major shares of referrals received by the Social Media. For products such as shoes and clothing, it was discovered that 5% of the influencers offering product recommendations were driving 45% of social influence.

Fashion Brands have more to lose on Social Media Influencing

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In the recent times, Facebook and Instagram have made different names in the advertisement than in Social Connections. The consumer groups in Fashion niche are influenced more through social media platforms which hold a lot of sway. They start trends, determine what is cool and desirable and curate the must-have items as fashion magazine used to do in earlier times. For example, in the month of August, Nordstrom’s 80% of the mobile traffic came from a single influencer, RewardStyle Network. This same influencer network also drove 21.94% of Sephora’s traffic, 34% of traffic to revolve.com and 30.83% to Net-A-Porter. What does it tell?

It asks the companies to recognize the ear of the millennials like the bloggers, Vloggers, Publishers, and YouTubers etc.  These people drive the sales of any product these days with their voices regarded as the end all for any product.

User Generated Content has more say these days while shopping for general people. According to Gartner Research, 84% of the masses are likely to get influenced to make a purchase based upon user-generated content that is created by a stranger. For example, Covergirl has worked to create relationships with popular beauty vloggers James Charles and Nura Afia.

Engagement and Promotion of Products

Apart from Social Media platforms, Brands do have their own voice to sell themselves. Often they take the form of advertisement through print or electronic media. Having stronger say in their brand advertisement could lift their status quo altogether.

 

 

Filed under: Blogroll,Brand Marketing

Aggression Is the New Key to Winning Clients in 2018: Survey

Posted December 20, 2017 by Abhishek Pandey @ 3:18 am

The face of the industry is going to change and it changes for good. More complex market algorithms, a wider influence of technology and change in consumer behavior has forced the brands and their marketing teams to change tactics in the coming years in order to win clients. The changing atmosphere around the agencies and marketer landscape has significantly impacted the way agencies now find new businesses. It has been proved time and again that referrals and networking no longer drive the success of the firm. Once the champion of marketing, referrals have dropped their market value over the years. it was a time when the industries used to work their contacts, and there was less of a need to actively and proactively search for new business. Agency principals would network, the Phone would ring with a new referral and the business would grow. But this is not the case anymore since the market evolved with the behavior of the user.

The trend has shifted to companies going after fewer Agency of Record (AOR) opportunities. The bigger companies have also come under the radar for using this opportunity. There are fewer marketers as big conglomerates have consolidated their business and cut down on the number of staff. In the year 2011, the number of agencies using referrals as a primary business source have fallen down to 71 percent from 94 percent in the year 2007.

Why the disbelief on Referrals?

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As per the survey, a major belief of such decline in the referral marketing is because most of the companies have started using in-house agencies to manage their business. In-house agencies are the team which a company hires for focusing on the advertisement of their own product. This is the team which is responsible for handling the advertisement of the brand and they are owned and operated by the company itself. They work closely with the marketing team and come up with creative promotional campaigns for the brand.

It is better to have in-house agencies than to outsource the advertising network because of the two factors – a) they cost friendly for the companies as they are their own brand and b) the growth of social, digital and mobile marketing requires a quicker and nimbler response. More than 67% of the companies now have in-house agencies that look after their requirements. This trend is reaping benefits for the company and hence it is not going to reverse itself in a couple of years’ time.

With more agencies now operating inside the companies, there are fewer opportunities for marketers to be exposed to outside firms thereby reducing the number of potential referrals.

Growth in the Project Sampling

While the growth of in-house agency is worrying, the dynamics of project work versus retained work has also shaped some of the queries of the businesses. This year, 41 percent of the agencies state that most of the businesses they received were in the form of project work.  We suspect what is driving this growing trend to push out project work, versus assigning a single or a couple of AORs, is the fact that there are simply so many agencies knocking on the doors of marketers.

What should a standalone agency do?

Well, it is not end all for a standalone agency because there are potentially many unearthed methodologies they can adapt to win back their business but aggression will always be the key to the enhanced market. With referral marketing gone, there are some of the ways in which they can revive themselves:

  • Be a PR firm and define your practice areas carefully.
  • It is important to be relevant and thus be important for the business else why will they involve you?
  • There should be politeness yet persistency in your approach to the business houses.
  • Do not try to imitate others. Be yourself to win back customers to your business.

 

 

Filed under: Advertising,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.

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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

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
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