 by Kristina Knight
March Madness, the NCAA Men's Basketball Tournament, is underway, and millions of fans are streaming video, tuned to television sets, and reading about their favorite teams. Here are three tips to better engage fans during March Madness. Start early. "Many NCAA fans gear up for the tournament before the actual games begin. In fact, during the week prior to the tournament, the top related search on Yahoo was "March Madness 2016 Bracket." That means advertisers have an opportunity to use high-impact display advertising, such as homepage takeovers that align with NCAA content, early on to reach fans as they get ready to fill out their brackets. Then focus on extending your campaign with ads that are integrated within the game experience," said Kathy Kayse, VP of Sales Strategy & Solutions, Yahoo. Lean in to search ads. "Tournament fans are gearing up for the game by searching for snack ideas, food delivery options and new sports apparel. These search trends are great indicators that CPG, QSR and retail brands can win big during the games. Marketers can drive awareness and purchases by retargeting passionate fans with effective search ads," said Kayse. Multi-screen campaigns win. "Sports fans are extremely dedicated and follow the action across multiple devices. When fans consume tournament content via their mobile devices, they're also highly engaged. In fact, tournament dates represented the highest volume of app sessions for both Yahoo Fantasy Sports and Yahoo Sports during the first half of the year. Marketers have a chance to extend their campaign messaging across mobile apps using targeted native and native video ads to maximize this engagement and ensure they are reaching sports fans across screens," said Kayse. For origin of article, click here.
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11/2/2016 Twitter Puts Visual Hashtags on a Sweeping Series of Issue-Themed Outdoor Ads for the ElectionRead Now By Tim Nudd A week out from Election Day, Twitter is launching a big out-of-home ad campaign that uses visual hashtags—i.e., the hashtag symbol paired with images—to position the site as the place where conversations are happening about the real issues at stake on Nov. 8. The first ad in the series actually launched a few weeks back near the Lincoln Tunnel in New Jersey, targeting commuters driving into New York City. That ad showed hashtags along with Big Brother-like shots of Hillary Clinton and Donald Trump's eyes, along with the Twitter logo. Now, almost two dozen more ads are rolling out. But in stark contrast to the first ad, the new ones show photos relating to the issues in the election, not just the people running for president. Those issues range from the Black Lives Matter movement to the Syrian crisis to guns, marijuana, the environment, gay rights, gender issues and more. Adweek spoke to Jayanta Jenkins, Twitter's new (and first-ever) global group creative director, on Monday about the campaign. He said the minimalist approach, including the visual hashtag, is meant to "humanize and give depth to the conversations" happening on Twitter. "The less you say, the more you convey," he said. "We started with the candidates. It was a really nice way to kick off this work, which is now about the issues. If you think about the news cycle that's been happening around the election, it's all been about the personalities. It's been Clinton this, or Trump that. A little bit of what's been taken from us is just the conversation around the issues that we're actually voting for." This election is a key moment for Twitter in its attempts to position itself as the world's premiere live news service—and a preferred destination for commentary about that news. After all, the Clinton-Trump battle has been perhaps unmatched in political history in terms of generating big news and conversation around both the candidates and the issues. "It's a huge cycle for us," Jenkins said. Out-of-home, he added, was the perfect medium to engage with people this way. "Just think of all the brands that have used out-of-home in a really powerful way at big moments for those brands," Jenkins said. "Think about Apple when they did the 'Think Different' work. I think the out-of-home medium is a really beautiful and powerful way to humanize tech brands. Out-of-home, for us, is a great way to get people to look up, off their devices, and remind them of the conversation that's happening on Twitter. You can use less to say more." In a blog post, Jenkins adds: "The election is playing out live on Twitter, where people can hear directly from the candidates, their supporters, the media and everyone in between. Because Twitter is open, it's the place for people to see and discuss the issues from every perspective. This campaign highlights the top issues being discussed on Twitter—it reflects different sides and doesn't take sides. As they always do on Twitter, people will bring their own point of view to the images that can be seen today around NYC." The billboards are going up in New York, Los Angeles and San Francisco. See much more of the creative below. For origin of article, click here. Also, additional executions are below:   By Tim Sims [Illustration by Traci Daberko] Years of being bombarded with irrelevant marketing has made one thing clear: Ads are more meaningful when tailored to consumer interests. Think back to the last decade. If you were reading your favorite news site in, say, 2007, advertisers were trying to grab your attention with a pop-up or flashing banner ad that caused you to stop what you were doing to look at it. Amazingly, that's still a media strategy for some advertisers, but interruptive display has become increasingly unpleasant for consumers and ineffective for brands. Fortunately, irrelevant ads are marching into obscurity. The rise of new formats such as native, audio and advanced TV allows brands to reach consumers in ways that tie in seamlessly with what they're already doing. This new breed of context-driven advertising actually improves the user's experience rather than distracting from it. Further, by implementing programmatic tools, marketers can reach unique audiences with ad messaging that is more relevant than ever before. Here's how brands are detracting the ad distraction: Native makes us better off More than anything else, native advertising has precipitated the shift toward immersive advertising. After all, by its very definition the format "follows the natural form and function of the user experience." As recently as five years ago, the concept of "sponsored content" was alien to many marketers. But social networks like Facebook and Twitter have made native advertising increasingly mainstream for today's internet users. The success of native is directly related to how it enables marketers to deliver informative, content-focused ads at scale. Native doesn't disrupt the consumer experience. Instead, it presents content, information or promotions within the context of the platform or website the user is browsing. The ad fits seamlessly into the user experience and they have the choice whether or not to engage with it. Considering native is more organic and less disruptive, it is more palatable to consumers and effective for marketers. According to a study from Sharethrough and IPG Media Lab, people are over 50 percent more likely to pay attention to a native ad than a banner ad, with native driving greater brand affinity and purchase intent. It's no wonder that U.S. native ad revenues will top $16 billion this year, per BI Intelligence, doubling to $33.5 billion by 2020. It may seem counterintuitive, but native campaigns are increasingly being bought and sold via programmatic. These solutions marry the impact of native with the efficiency of exchange-based ad buying and the targeting capabilities available to buyers through DSP platforms. Audio ads get sound results Online marketers are also using programmatic targeting tools to bring old-school TV and radio advertising into the digital age. For example, Spotify recently made its streaming music inventory available for programmatic buying, allowing brands to target users based on attributes such as age, listening habits, location and gender. Music is attached to almost everything consumers do. Audio connects and carries mood, memories and action. This emotive quality, coupled with its position as a permanent fixture in various consumer habits, makes audio a prime opportunity to serve ads that present products as a vital part of those routines or moments. With the proliferation of smartphones, streaming audio allows people to take on-demand music and podcasts with them wherever they go, whether they're commuting to work, driving to the grocery store or running through the park. This gives marketers a unique opportunity to join their audience on their daily routines and reach consumers without interrupting their day. This kind of contextual advertising also provides advertisers with a rich data set. These insights ensure ads are relevant to the user at the moment they're heard. For example, a fast-food chain can target a user listening to a morning "rise and grind" playlist with an ad suggesting they stop by a location they're traveling past for a free coffee. Keep viewers glued to their couches Meanwhile, programmatic TV is turning one of the most interruptive advertising mediums into one that encourages viewers to stick around through the commercial breaks. In the past, everyone watching a TV show in a certain geographic region saw the same ad. Brands have been dependent on Nielsen ratings to determine the audience's demographics, but these segments are often so broad that most viewers seeing ads aren't part of the target and would never even consider purchasing. With the emerging technology of programmatic TV, brands are able to layer on their own data to find shows that are being watched by more precise groups of people. This way, they can ensure that a larger percentage of the people watching an ad for, say, a minivan are actually families in the market for a new vehicle. Though the programmatic TV market is in its infancy, it's expected to grow into a $17 billion category worldwide by 2019, according to IDC. As this technology continues to develop, marketers will only become more capable of engaging TV viewers with ads that truly speak to their needs as consumers. Digital's immersive future Across the board, digital media is shifting to a model where successful advertisers are those that deliver their message in a way that feels natural and organic to the user experience. As the era of immersive advertising gains momentum, brands and agencies must begin thinking about how they can use developing formats, platforms and targeting tools to weave their storytelling into the various routines and activities their consumers participate in. They can either create relevant, engrossing ad experiences that people want to spend time with, or watch as consumers migrate toward those provided by their rivals. Ultimately, if you subscribe to the doctrine that all media is shifting to digital and all digital media will be bought and sold programmatically, then it is an exciting future for immersive advertising. It's time to make irrelevant, interruptive banners a thing of the past. Origination of article can be found here. |
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