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

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

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

This Bud’s for 2

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

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

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

Filed under: Brand Marketing

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

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

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

HereForYou

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

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

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

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

Filed under: Digital

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

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

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

Artificial Intelligence

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

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

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

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

Filed under: Digital

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

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

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

Spending on Public Relation

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

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

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

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

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

Filed under: Agencies

KFC’s Novella, ‘Tender Wings of Desire,’ gives its Fried Chicken a New Dimension

Posted May 9, 2017 by Marina Ku @ 12:38 am

Wieden + Kennedy, the agency handling KFC’s creative communications, weaves a passionate love story around its founder, Colonel Sanders

marketing innovaion

With Mother’s Day 2017 in mind, KFC is offering a new twist to its fried chicken – a passionate romance novella, “Tender Wings of Desire,” in which the company’s white bearded, black-bow-tied founder is cast as a handsome sailor who sweeps a bored high society wife off her feet. Wieden + Kennedy Portland, the agency which is responsible for the KFC’s recent series of celebrity Colonels, came up with the idea. The writing of the book is credited to Catherine Kovach, a former Bustle.com feature writer who had also written a historical fantasy called Evangeline.

KFC announced the publication of its first novel with another passionate video in which a bearded long haired guy reads from its pages observing that dads ought to let “Colonel Sanders take care of dinner and mom’s fantasies.” The shirtless bearded man read out aloud from the book, “It was electric. It was everything, and whatever sickness Madeline believed she had from her infatuation with him melted away at the touch of his lips. Her entire body felt as though it were on fire, her heart beating wildly in her chest. He felt so warm, and his arms circled around her wait to pull her closer.”

The bearded man continued reading, “To call their affair passionate was an understatement. Sometimes it seemed as though Madeline and Colonel Sanders had been made to love each other and they tried to do so at every given opportunity.” The guy then licks his thumb in an obvious way and goes on to ask, “Don’t you wish you were a mom?” KFC’s George Felix said in a statement, “The only thing better than being swept away by the deliciousness of our Extra Crispy Chicken is being swept away by Harland Sanders himself. He promised that he’s getting his wife a bucket of chicken and the crispy fried love story so that “Dinner is taken care of and she’ll have the time to escape her busy schedule.”

Filed under: Marketing Innovation

Turner Broadcasting is Betting Big on its Digital Platforms Especially Bleacher Report

Posted May 8, 2017 by Marina Ku @ 4:01 am

More than 400 million millennials regularly visiting Bleacher Report and consuming the content for good measure

digital marketing

Digital Content NewFronts held near the Hudson River in New York’s West Village saw attendance by around 700 marketers in Turner Broadcasting interactive event, where they experienced a range of innovative and exciting digital presentations. They touched and leaned into pliable, synthetic walls that allowed them to watch and listen to videos from Turner Broadcasting’s digital platforms like CNN Digital, Bleacher Report and Great Big Story. Dave Finocchio, CEO, Bleacher Report, inaugurated the show by making a virtual appearance on screen although he was there on site. Casey Neistat, a social icon and partner at CNN was also present at the event; he announced that his viral-news-styled program which is eagerly awaited will be launched in two-three months. And then, Jeff Zucker, chief of CNN, announced that exclusive videos of Ted Talks will soon be distributed from that popular tech events platform.

It was Turner’s 2012 acquisition, Bleacher Report, which seemed to be toast of the event. More than 400 million millennials regularly visit Bleacher Report and consume the content for good measure. This explains why social and mobile are the key to success. With 4.3 million followers on Instagram, where it is gaining 8,000 followers every day, Bleacher Report is the platform to look for. This hub of millennials uses Facebook and YouTube to viral its videos and GIFs. Finocchio said, “Young people have a really low tolerance content that isn’t relevant to them. Don’t miss the boat marketing to a [sports] culture that no longer exists.”

Bleacher Report’s focus on basketball may be good idea, since it is growing internationally and is on the way to become the second most followed sport after fútbol. The site gets about 30-35% of its traffic from overseas especially during the English Premier League, one of soccer’s biggest annual events. In fact, half of its social engagement is driven by traffic from overseas. “Whether or not (basketball) gets to where people really care about whether a team loses or not, I don’t know. But the players and the culture of basketball resonate globally,” said Finnochio.

Filed under: Digital

McDonalds Presents the ‘Frork’ to Improve its Signature Crafted Recipes Eating Experience

Posted May 3, 2017 by Marina Ku @ 5:08 am

The ‘ludicrous’ innovation is designed to help you scoop up every last bit of McDonalds’ new premium burgers and chicken sandwiches

digital marketing

McDonald’s got pitchman Anthony Sullivan to work on the narrative behind its new ‘ludicrous’ innovation – Frork. Created to promote its Signature Crafted Recipes sandwich line, the Frork is introduced in an infomercial by Sullivan. It’s basically a hybrid fry fork which has a socket-like opening at the end where you can push in three French fires to make it look like a functional fork although it would be ludicrous to try and dig into your food with it. This is just to improve your eating experience of sandwiches of the new Signature Crafted Recipes line-up from McDonald’s, which it says, are so packed with toppings that you’ll need a special utensil to scoop up every last bit of the irresistible stuff falling on your plate with every bite.

“Will the Frork change your life? Probably not,” Sullivan says. “Will the Frork improve your Signature Crafted Recipes eating experience? I mean, sure … maybe.” That’s as far as one can get with honesty. Michael Haracz, McDonald’s chef, explained, “We started with All Day Breakfast, updated our Chicken McNuggets, offered new Mac sandwich sizes for every occasion and now we’re introducing Signature Crafted Recipes because they are inspired by our customers. And while the Frork is supremely superfluous, it shows that McDonald’s is willing to do whatever it takes to help them enjoy every last bite.”

McDonalds will make available at participating restaurants on May 5, a limited supply of Frorks with the purchase of a Signature Crafted Recipes sandwich. This isn’t the first time that the company has tried to add upscale offerings. Earlier in 2009, McDonald’s had some success for a period of four years with its Angus burger. Mark Kalinowski, a Nomura-Instinet analyst, says, “Not everything McDonald’s is trying will work, but some of it will. You don’t want a McDonald’s that sits back and is complacent and happy with all the successes it’s achieved in the past. You want a McDonald’s that continues to evolve for the better and that’s what McDonald’s is doing under [CEO Steve Easterbrook’s] leadership.”

Filed under: Marketing Innovation

Online Retailer Zappos is Disrupting the Public Conveniences Space with Refreshing Ideas

Posted May 1, 2017 by Marina Ku @ 5:25 am

The company is using its internet-connected washrooms called Porta Party, already a hit with users, to boost its brand image

digital marketing

Amazon-owned online retailer, Zappos, which has a reputation for cool customer service, came up with another great idea – Porta Party, which are internet-connected rest rooms in festivals and events that offer a unique experience to users who come out beaming after answering nature’s call in a new, refreshing and engaging environment. This is an excellent example of user connect at a place where the marketer can engage with the customer when he is alone and in a reflective mood. A lasting impression here can ensure a world of goodwill for any brand that handles the opportunity well.

These rest rooms have been so popular that Zappos have run out of units as they are sold out for 2017. The Porta-Party which Zappos first introduced in 2015, have been a runaway hit, prompting CEO, Tony Hsieh to say that it is a great way to disrupt this $2 billion industry by making the pee and poo chores somewhat more interesting if not inviting in crowded and messy places like the music festivals sporting events. These innovative washrooms also provide some data (anonymous) about how users behave in the rest rooms once they are alone inside.

The Zappos Porta Party washrooms a perfect selfie station, a motorized squatty potty, 40-inch weatherproof TV along with the refreshing fragrance of lavender. Users are also rewarded for good behavior with little gifts like gum, temporary tattoos, condoms, lip balm, glow sticks after every flush. Zappos used sensory data to get some analytics of washroom behavior by users – 77% went for the selfie station, 53% activated a feature called squatty feet for better comfort while on the potty and many other details. Hsieh said, “It’s not a great experience anywhere, but imagine if you went to a festival or something and you saw a Zappos porta-potty. I mean, we’ve talked about how it could be as simple as there’s a DJ out front so it’s a port-party while you’re waiting. Or it’s just a really amazing, clean experience.”

Filed under: Digital

More Than Half of Digital Advertising Spending in the US is Now on mobile

Posted April 28, 2017 by Marina Ku @ 5:15 am

Advertising dollars are being gobbled up by ten mega sites with traffic numbering in hundreds of millions

digital marketing

Total spending in digital advertising in the US was $72.5 billion in 2016 per the advertising revenue report released by the IAB (Interactive Advertising Bureau) based on a study by PwC. In 2015 the total spending on digital advertising in the US was $59.6 billion which means that in 2016, advertisers spent 21.8% more on digital advertising than what they did in 2015. In keeping with the trend, spending on mobile increased by a remarkable 15 percentage points in 2016 as compared to spending in 2015. Spending on mobile was $36.6 billion in 2016 accounting for 50.5% of the total expenditure on digital advertising; in 2015 the spending on mobile was $20.7 billion accounting for about 35% of spending on digital advertising.

David Doty, EVP and CMO at IAB, said, “Mobile is the driving force in digital media and marketing throughout 2016, and that’s because of a simple reason: Consumers are on their phones, their mobile devices all the time, so marketers with their brand dollars are following them.”
Over the last couple of years, the bulk of this money has gone into the coffers of 10 leading companies. There has been no official communication about any of these 10 companies and neither has IAB disclosed their identities. However, it is common knowledge that Google and Facebook along with a few other leading social networking and ecommerce sites are the preferred platforms for digital advertising and it’s not difficult to figure out why this is so. These are huge platforms with millions and billions of people actively using them every day. In fact it has been confirmed by a report from eMarketer that most of the digital advertising dollars go to sites like Google and Facebook and on a smaller scale, to sites like Yahoo, Twitter, Snapchat and Amazon.

According to the IAB report, “Despite the emergence of a few heavyweights in internet advertising publishing, the concentration of top 10 revenues have remained relatively unchanged over the past 10 years, fluctuating between 69 percent and 75 percent.”

Filed under: Digital

Ads on Washington Post Will Now Load in Less Than Two Seconds

Posted April 26, 2017 by Marina Ku @ 6:01 am

The Post’s chosen ad-tech application Zeus is the new wonder tool that making ads more acceptable to viewers than ever before

Viewability of ads on the Washington Post has increased by 100% compared to the industry average since every ad loads in under two seconds, according to the Media Rating Council. On mobile devices, the increase in viewability of ads on the Post from using Zeus is a robust 40%. There has been an increase of 32% in click-through rates for Zeus-enabled ads on the Post. No wonder, Zeus is the X-factor for the Washington Post which smartly utilized this amazing tool to get its ads to load faster.

It was in September last year, that the Post began testing its Zeus application for speeding up load time and cutting down data-heavy ads on mobile. The initial results were so successful that Zeus was chosen to power all the ads of the Post on desktop, mobile and apps as it could now claim that the ads will load in two seconds or less. Zeus addresses industry problems like viewability, fraud and latency using internal resources instead of outsourcing the tasks to vendors. RED (Research Experimentation and Development) is a 10-person group that develops ad-tech for the Post and Zeus is a part of this group.

Jarrod Dicker, head of ad product and technology at The Washington Post, said, “The web is slow, there’s a lot of latency that comes to how things load across desktop and mobile and no one wants to seem to fix it. The biggest complaint all along has been advertising—internally, a lot of newsrooms will blame the advertising part of the business and say, ‘Ads are slow, java script is slow’ and so forth.” However, Zeus will know how fast a visitor is scrolling and so will load ads only when they’re on the verge of appearing on the screen. It won’t load the ad if the visitor scrolls too fast. “We’re only delivering these things based on how the user is experiencing our site,” explained Dicker. Zeus usually shows an ad that doesn’t gobble up data from the visitor’s phone as it is able to detect ads that are too heavy to load.

Filed under: Digital
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