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Native Advertising Offers Many Advantages but Should be Used Properly

Posted August 2, 2017 by Rashmi D @ 4:05 am

There is a very fine line that differentiates native advertising from sponsored or branded content and it pays to respect that line

native advertising

The whole idea of native advertising is meant to make an ad appear like editorial content. However, it’s not as simple as that because a lot of adjustment is needed to do so and yet include the promotional message of the ad into the editorial in a subtle manner. Today, we have online and offline varieties of such ads and this blog will generally cover the online version with references to the generic aspects of this kind of advertising that are relevant to the offline version as well. Most people think they have found such an ad when they see the phrase ‘Sponsored Content’ right on top of an article. That is partially true because sponsored content or as it is often called, ‘branded content,’ is a category all by itself. It means, sponsored or branded content is written to promote brand awareness but it shouldn’t have any call to action.

Convergence of sponsored content and native ads

We have briefly discussed the main point of difference between sponsored content and advertisements and it is – for content to be considered as ‘sponsored’ or ‘branded’ there should be no call-to-action in it. But, a webpage being what it is today, the reader of such sponsored content could be bombarded with ads of the very brand covered in the sponsored content, popping up every now and then while he is reading the content. Will it still be considered sponsored content or does it become native advertising? After all the ads of the brand popping up relentlessly is as good a call-to-action as outbound links on the content body.

Clearly, technology has breached a barrier and has made it necessary to rewrite the rules of the game to fit into a broader category of sponsored content. The other way to look at it is from the perspective of pure and simple native advertising. Endless amounts of content is published every day with hyperlinks that provide a hook to the reader of the content in a distant website to land up on the site of the publisher of the blog. That has been happening all along and in recent times there has been some efforts by Google and some other search engines to regulate that by banning such back-linking in specific cases.

Optimum ways to create native ads

We need to realize that at the end of the day, a native ad is another form of advertising and it should not be confused with pure informative or educative content that are found on articles, blogposts etc. For those who like to play by the rules as much as possible, there are ways to make the ads better than the misleading headlines that promise the moon and end up in disappointment for the reader. The objective of a native ad is to be more detail-oriented even while overtly promoting the brand. The ad should be designed to educate the reader about a new or unique concept that will have value for him.

We all know about “How to…” content that tell us how to do different things to achieve a particular result. Some of these how to content pieces are advertorials, another variant of native advertising while some are sponsored content where the author may explain how to make solar panels at home and combine the effort with an inducement to buy some or other part that would be needed to make the solar panel. The whole idea is to add value to the communication by providing correct and helpful information on the advertisement and not just get a sale but also win the buyer’s confidence.

Product reviews can also be blended into native advertising but it should be done without resorting to wrongful practices like misleading the reader with spam reviews that are inconsistent with what the brand promises. If a product has proven credentials, and users have found it useful, promote it by all means. Get your users to write testimonials and combine a few such testimonials to put together a well-meaning native ad that presents the true value and worth of your product to the customer. Of course there are reviews that have earned a bad name for their malpractices but overall, people still like to refer them. In fact, many businesses are experiencing higher sales of products with slightly negative reviews apparently because people find them credible and reliable. Praise of a product should not be ‘too good to be true.’

Native advertising can also be in video format and it all depends on the skill of the creative people working on the video to make it credible. Of course, educative and informative content tends to be long and it sometimes becomes difficult to include all that information into a video ad which has obvious time constraints. Yet, there are no better ways to present how to content or product review content than through video where the expert in the how to clip or the user in the review content can be seen heard describing the attributes of the product.

Filed under: Native

What Factors are Driving Online Video Advertising?

Posted August 1, 2017 by Rashmi D @ 8:06 am

While media and entertainment drive sponsored video views on Facebook, it is Influencers who do so, on YouTube

video advertising

There has been a discernable rise in the number of video uploads on social media sites like, Instagram and Twitter as media and entertainment companies are trying to engage their audiences increasingly on social media. This has led to fast growth in online video advertising. Today, content marketing trends indicate that digital first, print, electronic and other genres are alternating between platforms, e.g. if kids’ entertainment helped grow SOV (Share of Voice) on Facebook, it was content covering food that helped grow SOV on YouTube. Before trying to make sense of the increasing numbers of video uploads on social media, it would help to get familiar with some numbers. There are over 35 thousand media and entertainment companies and close to 50 thousand brands that are actively driving video uploads with help from nearly 9 million influencers.

What exactly is online video advertising?

Online display ads that also include videos are essentially considered as video advertising although advertising that is displayed before, during or after a video stream could also be considered as such. These are also known as pre-roll, mid-roll, and post-roll advertisements that are in a way, tagged with the main video. Such ads are edited or unedited versions of TV commercials of brands from different industries. This kind of advertising is a powerful platform for conversion when optimally used, since it creates a more stimulating environment for consumers than most other formats. It helps brands to create a strong presence across user behavior patterns at a fast pace.

What we discussed so far is the simple straightforward aspect of this form of advertising. Because of the scale at which content is created and consumed online, the focus of marketers naturally moves towards the critical data with regard to the content consumption habits in their target markets. After all, the videos that they are uploading in such large numbers across so many sites are intended to bring in some results. In digital video advertising brands are able to build stronger connections with their audiences along the customer journey with focused content delivered across a variety of digital platforms. Such cross-channel video reach has transformed how brands reach their customers at key points of the path to purchase and trigger conversions with highly engaging video content.

YouTube and Facebook are leading the way

The competition is mainly between Google-owned YouTube and Facebook in the online video domain. These two giants not only have the user base to scale up their operations in a big way but also bring in the critical differentiators – advanced technology and investments to crank up their reach of the market. Naturally, most advertisers would love to be present in either of these platforms. In the second quarter of 2017 the total video views of media and entertainment content on Facebook has been over 274 million but views of influencer uploaded videos during the same period has seen a sharp fall of around 90% from what it was in the first quarter.

On YouTube, it’s a different picture but the numbers are impressive nonetheless. The total number of views of videos created by influencers in the second quarter of 2017 was 256 million which indicated a growth of around 25% from what it was on the first quarter. Clearly, the video uploads from media and entertainment companies have been overwhelmingly on Facebook while the video uploads by influencers is equally high on YouTube. Similarly, brands can deliver highly relevant and engaging videos to users across social, mobile and traditional outlets which help improve brand awareness, conversions and retention with integration throughout the content network.

Today, video advertising helps brands reach target groups across their preferred platforms and bring up very high levels of ROI as they now have more channels for delivering their videos along with improved targeting features. Even as the range of digital content continues to expand the use of video for online marketing is also changing rapidly. This has increased the viewership of online videos with engaging, and meaningful content to help brands communicate better in an increasingly competitive landscape. Cross-channel video marketing campaigns connect with users across mobile devices, social networks and websites, delivering content in a steady stream along various stages of a consumer’s purchase journey.

Whether it is video advertising on trusted websites, in-stream videos on smartphones, sponsored content across social media networks or targeted video content streamed on connected TV devices, the communication needs to actionable in order to aid conversion. Customers encountering targeted content across their entire purchase journey can bring success for cross-channel video marketing campaigns and will help in easier identification of the points of conversion. Marketers need to align their video content with relevant customer interests and channels to increase retention and ROI. They must have a good coordination with their media buyer to understand audience segments to be targeted.

Filed under: Video

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

Posted 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

Impact of Cloud Computing on Marketing Technology

Posted July 31, 2017 by Rashmi D @ 4:39 am

Call it whatever – a cross-channel, AI-powered, IoT-driven world of marketing but behind all these is cloud computing

Impact of cloud computing

There’s no doubt that mobile communications and internet drastically changed the world. Over the last few years, cloud computing has emerged as the next big disruption in technology and has become a mainstream element of software solutions just like database or websites. Or Is it intelligent cloud?

Cloud computing is now firmly established, not merely those that would be considered part of the information technology sector. Healthcare, finance, retailers and many other industries have all been disrupted by cloud computing. Despite being a relatively recent innovation, it has already made huge waves in the technology industry. Although cloud’s benefits have not been clear to businesses there is still some confusion around this technology. About 94% of employees in the US feels that cloud computing helped their organization move closer to their needs, inspite of the fact that they are not clear on how it has been done but they are happy that it had enabled resource-saving for existing infrastructure management. Consumer cloud services such as Google Drive, Drop box and iCloud have changed the way people think about digital content.

Similarly, there are many cloud-driven tools that have brought about the greatest impact on the marketing technology.

Marketing automation

Before marketing automation came to be loved by businesses and despite the advantage digital marketing offers, the process involves laborious tasks that are time consuming. Marketing automation is a cloud based service that massively reduces the time that businessman needs to spend on daily tasks, resulting in optimization and precision of business resources. Eloqua (acquired by Oracle) and Marketo are some of the leading marketing automation services.

Managing sales cycle

Depending on the industry and the product you sell, the sales cycle can be between days and several months since different companies have different steps and activities till the sale closes. Managing multiple prospects at various stages of the cycle can be quite a painful and complex process. Before the advent of cloud computing, sales managers used spreadsheets like MS Excel to keep track of the information and for the sales cycle management. Now it is done through cloud based tools like Office 365, which is on the cloud along with other dedicated tools making it possible for sales professionals to constantly track leads from anywhere, using cloud based tools.

Artificial Intelligence (AI)

AI will become prevalent in every industry where decision-making is being fundamentally transformed by ‘Thinking Machines’. Artificial Intelligence not only powers new generation of cloud computing technologies, but has the capacity to enhance current cloud platform incumbents. The need for smarter and faster decision making and the management of big data is the driving force behind the trend. AI is moving beyond simple chat applications like scheduling support and customer service, to impact the organizations in more profound ways.

Filed under: Digital

Banner Advertising is an Important Part of Display Advertising

Posted by Rashmi D @ 2:55 am

The objective of banner ads are the same as any other form of display advertising – a click takes the reader to the advertiser site’s specific page

Banner advertising

The most common form of banner advertising is what we see in any commercial, corporate or social website for that matter, in most websites these days. Here are some of the different types of ads that fall in this category. To begin with, there are small ads within or on the left of articles that can either be banner or half banner ads. The large and medium rectangle ads can be found within or at the end of the articles while leaderboard ads are found right at the top of the page or within an article. Although there are no full page ads in the banner category, there is something called a half page ad which can be found on the either the right or left hand side of the page. Then, there are the skyscraper ads with an additional category known as wide skyscraper ads that are found on the sidebars and on top of the web pages. Finally there are the square and small square ads that are found on the right hand sidebar.

Effectiveness of banner advertising

One of the biggest benefits of online advertising over conventional advertising is that its effectiveness is measurable in comparison to other forms of advertising. The customer’s purchase journey begins with a click on the banner ad which takes them to the advertiser website’s specific page where the complete details of the product or service being offered is available. If the customer likes what he reads on this page, there are further links here to take him to the payment gateway through which he makes the payment, thereby completing his sales journey.

There cannot be a better way of measuring the effectiveness of an ad than this indicator known as the click-through rate (CTR). It is calculated by using the number of times the ad was displayed (impressions) to divide the number of users who clicked on the ad. A CTR of 7% will suggest that out of 100 impressions, the banner was clicked on seven times. Banner ads are one of the best ways to increase awareness of a brand and their effectiveness increases proportionally depending on the amount of traffic there is, on the sites where they are displayed. They are also excellent lead generators whereby incomplete click-throughs can be retargeted.

Designing banner advertising

In principle, there is no difference in the two critical rules of communication that are necessary in either online or offline advertising – the message being conveyed in the ad and what you want to achieve from the ad. For instance, if you want to sell a particular type of running shoes, show a pair of the shoes on your ad and give a simple sales headline that doesn’t require any amount of pondering or thinking to understand. That’s because you barely have a few seconds to grab your customer’s attention. Because of the small size of the mobile, tablet or PC screen, your ad won’t have much space to either provide a big enough picture of the shoes or the accompanying details.

You will have to optimize both the visualization and copy of your ad to make the most of the limited space on the mobile, tablet or PC screen and grab the attention of your customer in those critical few seconds. You have to ensure that your product is displayed with a lot of open space all around it and your headline is short and to the point. Many people make the mistake to cramming in too much copy into a banner ad assuming that the customer needs more details at very the moment he sees the ad. That’s a big mistake because unlike offline print, ambience or outdoor advertising, in online banner advertising, the customer should be guided all along the purchase journey in one seamless, continuous and consistent click-through run.

Process of banner advertising

It needs to be remembered that unlike in print or TV advertising, an online banner ad is a quick-fire medium intended to produce fast and effective results. The creative director simply doesn’t have the time or space to play with abstract ideas that sometimes intrigues the reader. For the online audience, there are scores of options right in his device – mobile, tablet or PC and as it happens when one has an abundance of choices, the process of flipping through options is done at a fast pace. It doesn’t require a doctorate in psychology to realize that the online customer is in a hurry to see all his options.

True, there are online video ads that run as long as a TV commercial or even longer sometimes but where does it begin on the mobile, tablet or PC screen? Of course, it all begins from a banner ad where you have to attract the customer with a simple and meaningful headline and a clean, clear and uncomplicated picture of your product. Even if it’s a video, it will start only after the customer clicks on the banner ad. Therefore, the advertiser needs to follow the simple thumb rules of online banner advertising to get the maximum results from his ad.

Filed under: Display

Pre-Order a Smart Cooktop from BuzzFeed That Connects to Smartphone via Bluetooth

Posted July 28, 2017 by Rashmi D @ 12:14 pm

The appliances maker has partnered with GE to develop the smart cooktop it calls Tasty One Top which can be pre-ordered for $179

smart cooktop

Appliance freaks can now pre-order a smart cooktop, which can basically track the surface temperature of a pan or pot as well as the internal temperature of the food. That’s not all because cooktop gives you notifications when it’s time to flip your food or when it’s perfectly done. This smart cooktop marks BuzzFeed’s plunge into the smart home market with its latest innovation. With the Tasty One Top foodies using kitchenware like, pans and pots, as well as processes like slow cooking or sous vide, can handle almost any form of cookware and more.

Tasty One Top has been quite active on social sites like Facebook, YouTube and Instagram where its video recorded over 58 billion views and over an entire month it reaches more than 400 viewers every month. The Tasty page met with tremendous success and as a result, many brand extensions were created with pages like Bien Tasty, Proper Tasty, Tasty Junior, Tasty Vegetarian and many others.

Ashley McCollum, general manager of Tasty, says, “In two years, Tasty has reimagined the recipe format as a visual, shareable and interactive medium, democratizing food and making cooking more accessible, social and fun in the process. The Tasty One Top and app demonstrates our commitment to the intersection of content and technology, marking the beginning of the next step in the evolution of our business as we expand into new ways of using technology to bring people together around food.”

Ben Kaufman, head of BuzzFeed Product Labs, opined, “Tasty’s strong brand and massive fan base give it almost limitless avenues for expansion, from cookbooks to licensing to consumer tech, and we’re excited to take a new big new step with the One Top, a product that has the potential to truly make precision cooking widely accessible.”

Filed under: Digital

Display Advertising Trends That are Driven by New Innovations

Posted by Rashmi D @ 11:39 am

display advertising trend

Like everything online, display advertising trends keep evolving at great pace. Gone are the days when there used to be just a banner on the mast and a box ad on the top right corner of the screen. Today, if you enter an ecommerce portal (a website which is like an online mall) to look up trousers and shirts, it may be that you would get ‘bombarded’ with various kinds of ads trying to attract you with things that you have a weakness for, other than what you have entered the portal to buy. For instance, if you have a weakness for stiletto shoes, you might find ads popping up in every page you visit, trying to attract you with different kinds of stiletto shoes, even though you don’t intend to buy them now, since your shopping list just includes trousers and shirt for now. If you’re alert, you might ponder – “how is it that these advertisers know I like stiletto shoes?”

Surely, for an ordinary customer visiting an ecommerce portal to look up trousers and shirts, it is difficult to understand how such ads are targeting her in this manner? Let’s get behind the scene to understand just how is it that the advertisers know this customer is fond of stiletto shoes? To put it simply, this isn’t the first time she would have visited an ecommerce portal, which means she’s a regular online shopper who has been visiting numerous ecommerce portals. It doesn’t require a great flash of brilliance to understand that during all these visits to different online shopping portals, this customer would have spent most of her time looking for stiletto shoes, which we know, is her weakness. Still, we don’t yet know how all these advertisers know her weakness.

Marketing automation is among the major display advertising trends

Not many people would know about marketing automation unless they’re connected to online marketing or the IT industry in some way. Marketing automation involves algorithms in a website that sync with big data (humongous loads of data) and artificial intelligence to perform promotional, selling and upselling actions at scale. This may not be an adequate definition of marketing automation but for the purpose of what this blog intends to convey about trends in online advertising, this should be enough. There is no doubt that this is highly sophisticated technology at work and it is also very expensive. On the flip side, marketers know very well that it is gradually becoming indispensible in display advertising but as it acquires scale, it is also becoming more affordable.

Let’s get back to the customer with a weakness for stiletto shoes and how marketing automation has been able to map her preferences. Understandably, there are several tools meeting different objectives that make up a marketing automation suite and these are customized as per the marketers’ or advertisers’ requirements. For instance the marketing automation requirements of a portal selling multiple products across different categories and that of a seller of say, stiletto shoes, would obviously be different not just in terms of scale but also in terms of the number of automation tools they need. The portal where the customer was bombarded with ads for stiletto shoes apparently uses a large suite of marketing automation tools which would know how to integrate details of customer’s preferences with advertisers on the portal.

Use of Big Data is another major display advertising trend

How many times the customer with a weakness for stiletto shoes visited this portal and other portals looking for stiletto shoes and how many other customers like her with similar weaknesses have been mapped with other aspects of their browsing habits is a matter of analytics at scale. Such analytics are powered by very sophisticated algorithms that compute all such data and make them useful for users of the marketing automation, like marketers and advertisers. It would be futile for ordinary shoppers to even think about the amount of data that gets processed by these algorithms every minute and we should simply be happy to know that the data is being optimized for marketing and display advertising among others.

The accumulation of data is a natural process in a society that is driven by information technology. The term Big Data evolved when this data load was threatening to go out of control. Some geek somewhere, found out the first rudimentary ways of getting a grip of the data and then one thing led to another. Today, humongous loads of data are no longer a threat because their optimum utilization have become much easier, thanks to Big Data processing abilities. In fact, businesses now want more and more data about their customers to be able to bombard them with relentless display advertising. As if that’s not all, we now have another great data processing innovation called Artificial Intelligence (AI), which is getting businesses ever closer to their customers and at this rate it won’t be long before they become our shadow.

Filed under: Display

Can Display Advertising Increase Brand Awareness?

Posted July 27, 2017 by Rashmi D @ 10:21 am

Display ads are the most effective ways to reaching out to a target group and get a good ROI for every advertising dollar spent

display advertising

How much time do you just piddle around reading scientific research, sports stats and café recipes? We all spend more time on our favorite websites than we do to search for a specific item. So, if you have a business and want to reach prospective customers, display advertising provides many benefits such as fast brand building and helps you reach your audience with Google Display Ads.

Today, online display advertising helps to revolutionize the market and proves to be boon for businessmen, who were struggling before as they were using traditional advertising for brand building. According to the Digital Banner Production Agency, it is an effective media to reach most of the audience within a target market as it has more power to educate the consumers to build trust for the brand. When you are purchasing for your own or if it’s personal purchase, you will be more involved where you remember or will look for the factors like the brand’s reputation, culture, quality, values, features, specification or social status of the product or company.

Once you come out of your comfort zone, you will automatically get pushed to choose differently. Assume you are travelling or moving cross-country and want to buy yogurt, you might like to visit the grocery store and walk down Yogurtland. After looking up for a couple of minutes, you were not able to decide, as you couldn’t find the best one. After looking up for a while longer, you see something familiar on a banner ad – Danone, and you are finally able to decide. This is the power of display advertising. Even though Danone isn’t your favorite yogurt or first choice at home, you chose it because it is what you saw on the ad.

How to make the best use of such ads?

When it comes to directing traffic to the website, one of the methods that social media marketing experts believe in is banner ads. They use these ads on the most visited or trusted sites, since generating high traffic on website will increase the chances of conversion. If you randomly ask a couple of passersby on the street about their favorite flavor of ice cream, the probability of “Vanilla” as the choice may be zero, but if you ask 10 people the same question, your chances of finding “Vanilla” as the likely response may increase. This rate will go up incrementally when the question is put to more people.
Similarly, traffic on your site increases when your target audience encounters your display ads across different sites. The larger the number of your ads, the higher will be the rate of responses, which will increase traffic into your site.

How can the branding increase?

The main reason why big brands spend so much money on display advertising is because it effectively reaches most people within a target market compared to other media. It affects consumers at every stage of the marketing journey from awareness, evaluation and education to purpose. The reason why such promotion is important and effective is that, this is quick way to build brand awareness because people are happy to see and likely to remember the things what they see rather than read and hear from somewhere.

So the display ad contribute to the traffic and conversion. As per Forbes, 90% of the advertising agencies and business consider display ads are a great way to increase branding.

Benefits of Display Advertising

Display ads are the graphic content that incorporates text, logos, pictures or images and company branding to attract the user’s attention on websites. Display ads are branded and styled and the user can gather information on brand simply by clicking on the ad.

Effective Targeting with Display Ads

In online advertising, it is necessary to target the people who are most relevant to business. You can create specific parameters like, which sites they will appear on, or which geographic area or niche market they are appearing in. The benefit of targeting is that you can maximize your reach. For example, apparels and accessories retailers target people of adolescent age and women who livein their zip code and are visiting fashion-style related websites.

With Display Ads – Increase Visibility

Display ads help your business to grow by getting you in front of a high volume of the right kind of people even if they are not searching for the product. Thereby display ads are likely to appear on the websites that are not even the highly trafficked but related to the offer.

Display Ads – Provide Data

Using Google analytics, you can measure your marketing activities and track the performance of your website. With the data, what the Display ads provide you can exactly know how many times your ads had been clicked.

Display Ads Allows Retargeting

Other than standard targeting capabilities Display ads support retargeting, where you can target people in more impactful manner, who have already visited your website and express interests in business.

Filed under: Display

Brand Union CEO Toby Southgate Quits to Join McCann

Posted by Rashmi D @ 3:54 am

Southgate’s new role at McCann will be that of global chief growth officer who will operate across the IPG network

google analytics

Toby Southgate, who was the youngest ever CEO of WPP branding agency Brand Union, has joined McCann Worldgroup in the capacity of global chief growth officer. He quit Brand Union a couple of months back and now at McCann his area of focus will be to boost on new business efforts, and strengthen the agency’s relationships with existing clients and work on developing partnerships globally with all the agencies across McCann’s network. Southgate has replaced Alex Lubar, who was McCann’s global chief marketing officer till about the end of 2015 before moving to the agency’s London office as CEO.

Southgate, who is a native of the UK, had joined Brand Union in 2007 and worked his way up within the agency’s network. He had been the managing director in its Abu Dhabi office and headed its operations in the UK and Ireland before becoming CEO of the Americas. Thereafter he was made head of the agency’s global operations in 2015 and during this time, he handled accounts like Bank of America, HSBC, Sony and Vodafone among many other global giants. Chairman and CEO of McCann Worldgroup, Harris Diamond, said, “What makes Toby so effective in business development is that he relishes the complexity of brand challenges in today’s complex business environment and he knows how to harness resources to create innovative multiplatform solutions for clients.”

For his part, Southgate said, “Three things have made me hungry for this role: a magnetic culture, world-class people, and a relentless, unifying focus on doing great work for great clients. For a 100+ year-old business to sit at the cutting edge of our industry is something special. I’m excited to get to work helping clients do more with their businesses and brands.”

Filed under: Agencies

Hershey’s Adopts New Age Marketing Strategy to Launch Its Cookie Layer Crunch

Posted July 26, 2017 by Rashmi D @ 3:29 am

Partners Facebook to develop an innovative social creative and reach out to retailers all across the country in quick time

google analytics

Hershey’s the traditional candy maker introduced its Cookie Layer Crunch, which it projected as one of its greatest “innovations” in over sixteen years. Hershey’s says that the pre-launch test-marketing of the new candy earned it the highest ratings for any of its products till date. The brand created three different types of communication and partnered with social site, Facebook to reach consumers across the country all at once. Thereafter, it used the communication in other social posts. With the help of this quick and smart distribution strategy, Hershey’s managed to deliver Cookie Layer Crunch to retailers and stores all across the country in quick time.

Ari Ben-Canaan, senior manager of global advertising services at Hershey’s, said, “Given digital’s ability to be very quick, we decided to leverage Facebook as a platform because it’s a platform where you get that reach that you’re seeking but you can also be hyper targeted at the same time. TV production lead times are typically very long and involved whereas digital can be a little bit more agile and you don’t have to be so precious about all the editing schedules and the effects. Digital is an ephemeral environment where people are consuming content and moving on so we’re able to produce something that was really quick, high quality [and] built for an environment where we knew viewers were going to consume it and then probably go on to their social feeds.”

Hershey’s created a 20-second teaser video just a week before the launch of Cookie Layer Crunch on December 4, 2016 which also happens to be the National Cookie Day. The video showed a 3D image of Cookie Layer Crunch coming out of the screen in the manner of a tech product launch. Says Mary-Ann Somers, general manager and vice president, at Hershey’s, “We recognize eating habits are evolving and that consumers are moving away from traditional meals and into multiple snacking occasions that include various tastes and textures throughout the day.”

Filed under: Marketing Innovation
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