Tag Archives: moms

Next to Now: No Fooling Edition

April 1st is the first day of National Poetry Month, and, much to the delight of older brothers everywhere, April Fool’s Day.

 

 

In celebration of National Poetry Month, give Jonathan Galassi a call and let him read you a poem: 949-342-5374

 

In celebration of April Fool’s Day: Pigeons with backpacks.

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“Pigeons outfitted with lightweight backpacks soared over London from March 14 to 16, collecting air quality data across the city that was shared via Twitter. The Pigeon Air Patrol was a collaboration between Plume Labs and DigitasLBi to raise awareness for an even larger air pollution project to be crowdsourced from London’s largest moving flock: its humans.”

 

TIPS FOR REACHING PARENTS ON INSTAGRAM

An Instagram for Business post suggests that the visual platform is a great way to reach moms (and dads):

“Instagram found that 93 percent of moms access its network at least once per week, with 68 percent doing so daily.”

They also link to successful campaigns for Campbell’s and Gap Kids.

#instagram #moms

 

CRUZ AND SANDERS EXPERIMENT WITH FACEBOOK’S CANVAS

While brands have been slow to try Facebook’s new Canvas feature, the political campaigns of Ted Cruz and Bernie Sanders have seen good success with it. Facebook client partner Chase Mohney told Digiday:

“Canvas is great for two big reasons. It provides these campaigns with the opportunity to tell an immersive story — their story — using video, stills and calls to action — really whatever works for them. And it’s designed for mobile, which is where the voters campaigns want to reach are spending their time anyway.”

One reason for advertiser reluctance that the article doesn’t mention? Cost. The CPM is in the $450-500 range. That’s just a *wee bit* higher than we normally see with Facebook ads . . . much less rich media available on blue chip sites.  

#social #facebook

 

SIMPLE IS BEST

A new study suggests that in the visually complex world of the current Web, simpler messages hold the key to ad effectiveness.

#creative #simple

 

INNOVATIVE OUTDOOR

A campaign for the upcoming release of Game of Thrones has dragons “landing” in major cities everywhere. As advertisers, we applaud the innovative nature of the advertising. As city residents, we suspect that if any marketer showed up outside our windows with another jack hammer, just in the name of pulling off a cool marketing stunt, we would ourselves turn into dragons.

#outdoor #creative

 

HOW MUCH DO WE LIKE OUTDOOR ADVERTISING?

Well, we like it a lot. For some reasons why, here is an article from Digiday pointing to smart, fun “conversation-starter” campaigns for Thinx and Caspar on New York subways:

‘We like subway ads because we want to create a presence in New York City where trends are set,’ Miki Agrawal, CEO and co-founder of Thinx said on stage at Marketing Unbound, the annual conference hosted by the Economist. ‘And we want our ads to be conversation starters for New York subway riders.’”

#outdoor

 

Next to Now: Improve Your Social Life Edition

This weeks’s Next to Now includes links to articles on standing out on Snapchat, partnering with Instagram, and checking out an experiment that gives people a real, human stake in an outdoor ad campaign. 
HOW TO STAND OUT ON SNAPCHAT

This article gives a good primer about strategies to get a presence on Snapchat without shelling out the $750,000 per day spend. We’ve noticed that many of our clients are on board with recommendation number one: Replace your Twitter Avatars with Snapcodes.

#social #snapchat

 

INSTAGRAM ANNOUNCES PARTNER PROGRAM

Instagram announces a partnership with forty outside companies to help with various phases of Instagram advertising: from planning and execution to content partnerships. This Business Insider article talks about what this means. 

#social #instagram

 

EXTREME OUTDOOR

Reality TV meets outdoor advertising with an Xbox campaign: eight people are standing outside on a London billboard undergoing arctic blasts and continual video streaming while viewers can vote on what kind of conditions they should be subjected to. Last one standing “wins.” The real winner, of course, is Xbox.

#creative #outdoor

 

MILLENNIAL MOMS BUY ON MOBILE

According to this eMarketer article, mobile is the way to reach young moms, not just with information, but increasingly with buy links:

“According to September 2015 research by Roth Capital Partners (ROTH), almost half (46.8%) of mother internet users ages 20 to 35 primarily made digital purchases via their mobile phone or tablet.”

#mobile #moms #millennials

 

WHAT’S THE DIFFERENCE BETWEEN BRAND AND DIRECT MARKETING?

This Seth Godin article articulates the difference between brand and direct marketing in a way that might have seemed self-evident 20 years ago, but has become increasingly clouded in a world filled with data where every ad budget has to respond in some way to data. This is a crucial question for book publishers, which used to be 100% clear that they were doing brand advertising — leaving the direct marketing to booksellers. But in the world of digital advertising and direct selling by book publishers (however low a priority it remains) those distinctions are getting cloudy.

#advertising

 

DON’T WORRY ABOUT BEATING AD BLOCKERS, WORRY ABOUT BETTERING YOUR GAME

The IAB makes the case that ad blocking is best addressed not by blocking ad blockers, but by fixing the “pain points” that cause people to want ad blockers: slow loading pages because of tracking software, roll-overs, endless surveys, etc.

#adblocking

 

SNAPCHAT GAINS ON FACEBOOK IN VIDEO

This article in the FT reports that Snapchat is generating 6 billion video views on its app every day. This is triple what they were seeing in May, and approaching FB’s 8 billion video views per day. This article in Business Insider is where you can read about it if you’re not an FT subscriber. 

#video #facebook #snapchat

 

PANDORA AIMS TO IMPROVE MOBILE USER DATA

As desktop use (and therefore use of cookies) declines, Pandora is taking steps to get better at identifying users on mobile devices.

#pandora #targeting

Next to Now: The Week in Reading Links

Reading in book-related ad tech for the week ending April 17, 2015

April 11, 2015

The rise of messaging: Big 4 messaging app users now equal big 4 social network users.  #mobile

April 13, 2015

How the New York Times is becoming a mobile-first company according to Marc Frons, SVP, CIO NYT. (Via Benedict’s Newsletter No. 107) #mobile

90% of attendees at Coachella (600k people last year), use iPhones. Does this tell you more about iPhones or Coachella?(Via Benedict’s Newsletter No. 107) #mobile

“79 Theses on Technology for Disputation.” (Via Alexis Madrigal’s “Real Future”) #metatech

“The Cost of Paying Attention.” Cluttered environments that leave people feeling anxious is neither good for the people we’re advertising to, nor is it good for the products we’re advertising. It’s worth heeding even if (especially because?) this guy is taking aim at the ads that our bread-and-butter.  (Via “79 Theses…”) #metatech

“Surveillance as the normative form of care.” And, I’d add, as the normative form of education, marketing, policing, etc. etc.  (Via “79 Theses…”) #metatech

Six reasons to advertise in newspapers. For one, print newspapers index much higher for reader engagement and trust. #print

April 14, 2015

The Metropolitan Museum of Art is producing a series of videos in which contemporary artists talk about a piece in the Met’s collection that holds resonance for them. The latest features Nayland Blake talking about a work from Mali: “So much of its meaning as a sculpture is bound up, not in what you can see on the outside, but what it contains within.” #art

What moms want. Mother’s Day discovery tips from Bing researchers. (True, no one uses their search engine, but their research is top notch. Via Click Z’s “De-Averaging Moms” post) #moms #targeting

April 15, 2015

Speaking of surveillance: Is this the location-based advertising we’ve been waiting for? Tracking not just where you’ve been on the Web, but where you’ve been in real-life. #mobile #targeting

Ray Ozzie on what the rise of messaging means for work flow is worth listening to (even if it’s real purpose is to serve up his new app, Talko) #metatech

Native Advertising, by the numbers.  #native

The numbers on native mobile ads are (not surprisingly) good: “Research released in October 2014 by Polar showed higher clickthrough rates (CTRs) for native ads run on mobile compared with desktop in the US and UK. Average CTR for native placements on tablets was 0.28%, and smartphones were right behind at 0.27%. Meanwhile, CTR for desktop native ads was just 0.15%.” #native #mobile

April 16, 2015

“Gaming content remains one of best ways to reach young men.” Data from YouTube show how deeply pervasive gaming culture is, and how to reach the market. #gaming #targeting

Why it feels good to hear, read and watch stories, and why podcasts are particularly good at hooking us in. #podcasts

Playlist targeting comes to Spotify. Target readers of health books during their “Workout” playlist, cookbooks during their “Cooking” playlists, how-to readers during their “Cleaning” playlists, and more. #targeting

Everyone wants in on the video ad sales boom, even print magazines. And in a nifty meta-moment, the article about the ad features a video of the magazine playing the video. #wowfactor

Click Z works the numbers on why email remains the workhorse of digital marketing strategy. #email

Business Insider’s shameless with the click bait, but for advertising people these “Best of 2014” digital campaigns are great inspiration.   #inspiration