A conversation about native advertising with the VP for Marketing Solutions for CondeNast:
“For brands to compete in the digital space, they have to be as interesting as or more interesting than everything else out there. Brands are committing more to try and create higher-quality, interesting content. Even if it’s marked “sponsored content” so that the reader knows what it is, that doesn’t limit the level of engagement. If it’s great content, it transcends the label.”
Who are advertising agencies *really* advertising to? Great Tom Goodwin piece in the Guardian on the kinds of campaigns that win awards:
“I’ve never met anyone who has seen a vending machine reward them for laughing, I’ve never walked through a door marked ugly, got a Coke from a drone, or been offered a crisp packet with my face on. I’ve never had a friend share their personalised film, I’ve not seen outdoor ads that are also street furniture or had an ATM give me a funny receipt. I’ve not received a magazine with a near field communication thing and I’ve not had a virtual reality experience outside advertising conferences. I’ve not once seen a member of the public 3D print anything. The one thing that binds together the more than 200 Cannes winners I’ve seen, is that they are ads only advertising people have a good chance of seeing. I’m not sure that’s what the industry should be about.”
(via Dark Matter. In fact all the links in Dark Matter email #047 are so good, it’s worth checking them out )
Ads on Amazon shipping boxes. Seems like a good idea to us:
“People used to go to their mailbox and [brands] could write to them,” said Allen Adamson, North American chairman at brand consulting firm Landor. “Now you can’t reach them at the mailboxes unless they get a package of something they’ve ordered digitally. [Shipping boxes] end up in customers’ hands. It’s mail that customers look for and want and it’s unused space, so it’s a really smart move by Amazon to capitalize on a powerful media touch point.”
TV is still the most effective advertising medium, says Adweek (quoting a study paid for by people Turner Broadcasting):
“MarketShare’s analysis found that TV advertising effectiveness has remained steady during that time period and outperforms digital and offline channels at driving key performance metrics like sales and new accounts.”
Related: “Boom: Netflix is now bigger than Yahoo”:
“A torch was passed today, as Netflix’s stock market value surpassed Yahoo’s in intraday trading.”
For all you trying to make an honest living as a social media manager (which is beginning to feel like everyone, in one way or another). Here’s a little infographic on the decline in organic reach on Facebook, and what you can do about it (other than, you know, buying ads).
Speaking of Dog Days, June 3 was New York State Animal Advocacy Day. Photo above (c) Cindy Schulz/Times Union.