Contextual Dissonance – When clearly commercial content is offered during a time when I’m not in commercial mode, it just feels off.
John Battelle nails that feeling you get when you notice a brand trying a bit too hard to insert themselves into a conversation. To advertise at scale on the web brands resort to algorithms. But trying to algorithmically insert an ad unit into a newsfeed [rarely] [ever] [works].
Conversations require you to listen and respond. If you aren’t really listening, you’re just talking at someone. That is the value of a media property, they aggregate an audience around a topic and host the tone and theme of that conversation. Because they play the host, they are that much better able to match the advertiser to their audience.
This matchmaking is why advertising on a media property is so much more effective than on a social media site. For several years the conversation has moved away from media sites to social media sites and the advertisers followed. But I feel the pendulum is swinging back the other way as brands realize that they are more effective in getting their message across on media sites which share their audience and interests.
This is not to say advertising on social media sites is in danger. There will always be room for diversions of entertaining snippets sprinkled throughout. But substantive marketing pieces that inform engaged readers will only work on vertically-focused media sites.
Love this! Use technology to turn ordinary, functional objects into something that’s fun and interactive. Urban environments offer so many opportunities to shine a spotlight on individuals which can make someone’s day.
Also, the obligatory “making of” video below.
It’s all part of an advertising campaign for the Smart car, a brand that promotes “urban joy” and safety.
Ever since it began selling ads 10 years ago, Facebook has been combating doubts about its value to marketers. Search engines like Google offer advertisers a direct link to people seeking out particular products, while television remains the dominant way to reach a mass audience. Now, Facebook claims, it can provide the best of both.
Facebook stock sailed past analyst expectations last month and its stock hit an all time high. It looks like brand advertisers are coming on board now that Facebook has the audience to fulfill the promise of hitting targeted demographics, at scale.
This should be cause for concern at Yahoo (not mentioned in the NYT article) who was the traditional online goto for brand advertisers. The market has since spoken.
Next week the world’s largest sporting event kicks off in Brazil when the host plays Croatia on June 12th. To get you in the mood, here’s a montage of amazing trick shots put together as part of an ad campaign by McDonald’s. Many dismiss the shots as fake but the agency behind the project assures us that there was no CGI used in the making.
And here’s the latest from Beats, a little heavier, taking itself more seriously. Note the prominence of the iPhones in the commercial.
Cup Noodle celebrating the Blue Samurai from Japan.
Oh, if you’re looking for a good mobile-friendly site to take with you to the bar, check out Tap In, it’s quite well done.
The folks at Huge are to be commended on a truly brilliant native advertising campaign. Hired by the makers of President Cheese, they were stuck with a way to somehow drum up social media interest in a gooey wheel of stinky cheese. What they came up with will be talked about in hush three-martini lunches up and down Madison Avenue for years.
The client was nervous, this was their first foray into the wild, wooly world of the twitter. Corporate lawyers were all over them, pouring over every syllable. The head cheese at President Cheese demanded review of all creative, ensuring everything stayed on message. The campaign, carefully honed after months of travel up and down the corporate approval ladder was, “The Art of Cheese”
Each of the 140 characters were hand-crafted and chiseled to exacting specifications. Plurals and Singulars became the topic of weekend off-sites. Active or passive voice? How do we capture the tone. We want to be friendly but not too casual. @DrFNFurter was studied closely and discussed at length. The result?
The brilliance of the mundane. Each part of the tweet and embedded image is engineered to be ignored. This tweet was designed to fail. Two favorites? Perfect! Too much attention and all their hard-earned work would have been wasted.
Knowing that a twitter account with a less than 300 followers would get lost in the wind, the agency set into motion the crucial second stage of their viral campaign. Buying placement on a visible tech blog, they took out a native advertising placement that would allow them to weave a story of pity and woe that would unleash the full sarcastic fury of the internet wilds.
The story would talk about how hard people worked to come up with their lonely tweet. People would point and laugh at the lead image showing how serious people can look while staring at rando twitter profiles with a background image screaming, “$450 crack party”
Choice quotes would get pulled out and shared,
Social media is definitely perceived like you’re just dicking around on the internet all day, and I do a fair amount of that,
I think that if people give you a hard time for it, it’s really because they’re more jealous that they don’t have a fun job.
All this additional attention would turn a boring tweet blipped out to 227 followers into a focal point of conversation. President Cheese and the Art of Cheese would be the hot topic of discussion. Laugh all you want but that tweet screen-captured above that had only two favs? It’s on fire!
It used be one of the lowest forms of selling out when a musician signed over their work to a brand campaign. Such was the stigma, Nike was sued for using The Beatles’ Revolution in one of their commercials. With declining revenues for recorded music, touring and merch remain the main sources of income for a working band. For older musicians that have family and want to stay close to home, Commercial Sync, or composing music for a brand campaign, can be a lucrative alternative.
A long way from the earworm jingles of the 60’s and 70’s, television advertising has become a way to not only earn the equivalent of months of work for 30 seconds of art but also a way for relatively unknown artists to break into the charts. Apple introduced America to Feist with the launch of their iPod Nano. It’s good money for the bands and if the product is right, playing back up to a brand can actually augment the band’s image and their association with a cool brand.