Public Relations & Social Media Insight
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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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McDonald's Is Putting the Squeeze on Agency Profitability, Making the Ad Industry Uneasy

McDonald's Is Putting the Squeeze on Agency Profitability, Making the Ad Industry Uneasy | Public Relations & Social Media Insight | Scoop.it

The ongoing McDonald's creative review initially included all three of the ad industry's largest holding companies. But WPP made headlines earlier this month for bowing out (leaving incumbents Publicis and Omnicom in the running), and the alleged reasons behind its decision are even more intriguing.


The client required competitors to complete their respective pitches in 60 days, with a June 30 deadline, and presented contracts forbidding future partners from turning a profit on base compensation, according to sources with direct knowledge of the matter. Agencies would allegedly operate at cost before meeting unspecified targets for performance-based pay.


"Clients have always had the power," said Bryan Wiener, executive chairman of 360i. "And performance-based compensation is not a new topic either, but it's very hard to find ways to make it work so that all parties are aligned.


"McDonald's did not respond to Adweek's requests for comment on the claims, which stirred controversy among creative agencies. One source who requested anonymity described the terms as "unheard of" and noted, "I don't know of any business that operates that way."...

Jeff Domansky's insight:

McDonald's Global agency review and contract terms seem unfair and unreasonable.

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Research Finds Native Advertising Can Damage Media Outlets' Reputations

Research Finds Native Advertising Can Damage Media Outlets' Reputations | Public Relations & Social Media Insight | Scoop.it

Native Insider: Part of the challenge with "native" is that each organization has a different understanding of what it is. For the purposes of the research, what is your definition of native advertising?

Wu: In our study, we defined native advertising as sponsored content, which features content that is similar and consistent with publishers’ content and is often consumed by readers like non-sponsored content. I agree that there are also other types of native advertising, such as sponsored social media posts or sponsored hyperlinks. We focused on sponsored content because it is widely adopted by many news organizations, including very reputable ones like The New York Times. 

Native Insider: Your research found that when content was identified as native advertising, readers expressed a lower opinion of the media outlet it was published in. However, the reputation of the company being promoted was not affected. Can you elaborate on this finding?

Wu: I think this was one of the most interesting findings in our study. We originally expected that both companies and media outlets would be negatively influenced. However, the media outlet was the only source that was affected. On one hand, this indicates that readers are not surprised by the sponsored content from a company, since similar covert marketing techniques have been utilized before, such as video news releases....

Jeff Domansky's insight:

Fascinating research study shows media host's reputation suffers but not the advertiser doing native advertising. Also, the conversation looks at the FTC and its out of date guidelines.

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Pierre Placide's curator insight, May 18, 1:20 PM
What motivates you to succeed?

So what is your motivation for joining the My Advertising Pays network? Are you looking for time freedom, financial freedom, an executive lifestyle? Whatever your motivation is the goals you have can be achieved with My Advertising Pays. Simply stick to a simple daily routine to maximize your active number of credit packs. Read more...

Patrick Frison Roche's curator insight, May 19, 3:50 AM
What? Readers can actually differentiate advertising from editorial? And they resent media who entertain the confusion? Quelle surprise!
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This Darkly Clever Billboard for a Funeral Home Leaves Toronto Motorists Aghast

This Darkly Clever Billboard for a Funeral Home Leaves Toronto Motorists Aghast | Public Relations & Social Media Insight | Scoop.it

This billboard, which went up this week next to the Gardiner Expressway in Toronto, is provocative in the extreme—blatantly urging drivers to text and drive as a way of drumming up business for the advertiser, Wathan Funeral Home.


But there's a method to the madness.


It's actually a PSA from the Montreal office of agency John St., in partnership with out-of-home company Cieslok Media. No, Wathan Funeral Home isn't real. But it does have a website, where angry motorists who've Googled the place are confronted with this message:

 

If you're here, you've probably seen our "Text and Drive" billboard. And if you have, you probably came to this website to tell us what horrible people we are for running an ad like that. And you'd be right.

 

It is a horrible thing for a funeral home to do. But we're not a funeral home.

 

We're just trying to get Canadians to stop texting and driving, which is projected to kill more people in Ontario this year than drinking and driving. That's right. More. And while most people wouldn't even think about drinking and driving, over half of Ontario drivers admit to reading texts while behind the wheel. That's more than half of the drivers on the road today risking their lives, their passengers' lives and the lives of their fellow motorists and pedestrians.

 

Which should make you even madder than our billboard did....

Jeff Domansky's insight:

Toronto ad agency PSA is gaining lots of attention and plenty of reaction. What do you think about the approach?

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Does Your Spokescharacter Help Create A Memorable Story?

Does Your Spokescharacter Help Create A Memorable Story? | Public Relations & Social Media Insight | Scoop.it
Fundamentally, advertising researchers retrieve brand memories from the mind of a consumer through two different ways—recall and recognition. It’s the difference between recalling a person’s name or recognizing the face of someone you met before. Of the two, recognition goes deeper, into the non-verbal, more primitive parts of the brain.

 

As it relates to spokescharacters, a recognizable one works to personify the brand, providing meaning and a stronger relationship with the brand in the mind of the consumer. For example, Tony the Tiger can evoke many more positive associations than simply reading, “Frosted Flakes.” Or, when trying to remember which cake mix to buy, visions of the cute little Dough Boy may be more quickly retrieved than the name, Pillsbury.

The question then becomes how can a brand effectively use a spokescharacter in advertising?

Spokescharacter as the brand personified:
Spokescharacters used to personify the brand embody the most important attributes for their brands. Their job is to primarily reinforce these attributes and give the brand a face to go along with the name.

Jeff Domansky's insight:

Is your spokescharacter doing the job asks Sonya Duran in MediaPost?

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Built for mobile: Bumper ads drive incremental reach and frequency, particularly on smartphones

Built for mobile: Bumper ads drive incremental reach and frequency, particularly on smartphones | Public Relations & Social Media Insight | Scoop.it

Recent research has shown that half of 18-49 year olds turn to their mobile device first to watch video. Even in the living room, many people prefer to watch on their smartphone – for the control, personalization and ease it offers. And as viewing habits change, we are working to introduce new formats adapted to these habits.


That’s why today we’re announcing Bumper ads – a new six-second video format, sold through the AdWords auction on a CPM basis. Bumper ads are ideal for driving incremental reach and frequency, especially on mobile, where “snackable videos” perform well.


Given the succinct nature of the format, we’ve seen Bumper ads work best when combined with a TrueView or Google Preferred campaign. In early tests, Bumpers drove strong lift in upper funnel metrics like recall, awareness and consideration. We also see that Bumpers work well to drive incremental reach and frequency when paired with a TrueView campaign....

Jeff Domansky's insight:

Are bumper ads like little haiku video moments? Or, are they just another intrusion on YouTube viewers? The difference as always, is in the execution. Atlantic records and Volkswagen seem to get it right initially.

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Brands Can Now Create Interactive Video Campaigns on Facebook and Instagram

Brands Can Now Create Interactive Video Campaigns on Facebook and Instagram | Public Relations & Social Media Insight | Scoop.it

Online rollover ads that let consumers move their mouse over a video promo to access more information about a brand have been a boon for publishers looking to make their videos a bit more interactive for consumers.


Innovid, a company that powers campaigns for publishers including CBS, MSN, Crackle, Hulu and Roku, is launching a beta program to make its interactive video ads compatible with social posts. Innovid's advertisers include Microsoft, Mondelez and Target.


British tea and coffee brand Taylors of Harrogate ran a campaign last December to test the technology.


A 30-second video featured a button in the corner of the screen. When users scroll over it, they can take a quiz to find their perfect coffee flavor, buy products from retailers including Sainsbury's and Asda and sign up for emails.


The new format resulted in a 35 percent engagement rate with 4,400 likes, more than 250 comments and 400 shares....

Jeff Domansky's insight:

New interactive ad concepts deliver ROI.

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Friilance's curator insight, April 21, 4:02 PM

Brands Can Now Create Interactive Video Campaigns on Facebook and Instagram

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Poets And Plumbers And The Future Of Advertising

Poets And Plumbers And The Future Of Advertising | Public Relations & Social Media Insight | Scoop.it
It seems like advertising is facing its Judgement Day.

Advertising is not going anywhere, but like every industry, disruption comes... and it comes fast. Many thought that the ad business became disrupted as social media's popularity was rising. It turns out that we're facing the mainstreaming today of smartphones and now Facebook (which, actually, started out ten-plus years ago) that is causing the major waves today.

The other week, the 4A's hosted their Transformation conference in Miami. That gem about Facebook and smartphones? That was only one of the many great nuggets that Rishad Tobaccowala (Chief Strategist, Publicis Groupe) brings forth in this panel discussion about the future of the ad industry. Rishad is joined by Rob Norman (Chief Digital Officer, GroupM) and Scott Hagedorn (CEO, Annalect), and this is a highly intellectual and pragmatic look at where - exactly - the industry sits. It's an important conversation for all of us to watch and think about.

Jeff Domansky's insight:

Very interesting look at the future of advertising.

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11 Alarming Online Marketing Stats That Should Influence Your Strategy in 2016

11 Alarming Online Marketing Stats That Should Influence Your Strategy in 2016 | Public Relations & Social Media Insight | Scoop.it

The first ever TV ad was for Bulova watches and was broadcasted in 1941 on American screens.


But do you know how digital marketing started?


Commercially available desktop PCs started to enter homes only in the 1980s. And in the 1990s, web 1.0 platforms and the internet started to take shape.


Soon enough Google and Blogger were founded in 1998 and 1999 respectively. And online marketing has evolved rapidly ever since.


As per Adobe’s 2013 survey of marketers, 76% respondents believed that marketing has changed more in the past two years than in the last 50.


But only 9% believed that their digital marketing is working.


That’s sad.


The good news is that you can perform your marketing much more efficiently. You need to observe the digital landscape intently and adapt to fulfill your audience demands.


I’ve put together 11 alarming statistics to help you adjust your online marketing strategy for 2016....

Jeff Domansky's insight:

Neil Patel sketches out a little digital marketing history and 11 stats you really should know. Highly recommended.  9/10

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Nicholas Bodell's curator insight, March 28, 3:36 AM

Neil Patel sketches out a little digital marketing history and 11 stats you really should know. Highly recommended.  9/10

Genially's curator insight, March 28, 5:17 AM

Neil Patel sketches out a little digital marketing history and 11 stats you really should know. Highly recommended.  9/10

Genially's curator insight, March 28, 10:43 AM

Neil Patel sketches out a little digital marketing history and 11 stats you really should know. Highly recommended.  9/10

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Never Designed an Instagram Ad? Here Are 7 Things That Will Make You Stand Out

Never Designed an Instagram Ad? Here Are 7 Things That Will Make You Stand Out | Public Relations & Social Media Insight | Scoop.it

Not sure how to get started? Successful Instagram ads need to have two important elements: inspiration and information.Inspiration is what causes viewers to stop and look at your image while scrolling through the feed, while the information is what drives them to take action. 


When combined properly, these two elements create a powerful duo that seamlessly fit with the character of Instagram.To create your own look, there are free design applications such as Content Creator, that allow you to use beautiful templates and design professionally looking ads from your iPhone and iPad in minutes. 


Keep in mind these 7 tips when creating your next Instagram ad;...

Jeff Domansky's insight:

Successful Instagram ads need to have two important elements: inspiration and information. This article reveals exactly how to bring them out.

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Agra hotal's curator insight, March 10, 11:35 AM

Book Now Hotel with cheap rate near Tajmahal on http://www.hotelatagra.com.

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Will Content Replace Advertising?

Will Content Replace Advertising? | Public Relations & Social Media Insight | Scoop.it

A spirited panel at Social Media Week in New York spelled out why marketers should stop treating content like ads and start being storytellers.

 

For marketers, all bets are off. It's time to think differently about customer engagement or risk crapping out.

 

“The game has changed. The channels have changed. That means that brands have to change,” Brian Becker, VP of content marketing for JPMorgan Chase, said during the panel “Content: A Brand's Most Essential Resource” at Social Media Week in New York. Becker asserted that many companies still struggle to put consumers' wants, needs, and perspectives into the brand narrative. Content, however, allows them to do just that. “Bring the voice of the customer into your marketing,” Becker said. “That's when you sound so much more authentic.”...

Jeff Domansky's insight:

Yes, content is more powerful.

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steve batchelder's curator insight, March 8, 1:48 AM

Yes, content is more powerful.

Robert's curator insight, March 8, 3:34 AM

Yes, content is more powerful.

Antonio Ormachea's curator insight, March 9, 7:03 AM

Yes, content is more powerful.

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3 Greatest Paid Marketing Hacks to Amplify Your Brand’s Reach

3 Greatest Paid Marketing Hacks to Amplify Your Brand’s Reach | Public Relations & Social Media Insight | Scoop.it

The reason people hate advertising is because of the pushy nature of messages. Shoving irrelevant pop-ups in people’s faces is a huge turn off. But, a smart marketer like you can marry these two strategies to effectively expand your brand exposure.


Rather than shouting in your ads to be heard, you can invest your precious dollars to launch precisely targeted campaigns and get your brand in front of the right people. That’s the real power of paid advertising. You can clearly measure your results and optimize your campaigns to keep reaping more revenue.


And that’s the reason I experimented with 7 different paid acquisition channels for acquiring new visitors while working with Timothy Sykes. 5 of these channels created positive ROI (remarketing campaign to get visitors back to Tim’s website got a 218% ROI). Paid advertising had a major contribution in making Tim $1.2 million extra in profits....

Jeff Domansky's insight:

Neil Patel shows how paid advertising can turn into major profits.

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Govtjobs Jobs New's curator insight, February 29, 12:05 AM

 

An awesome post & must read it..
http://indguru.com/2015/indian-navy-recruitment-joinindiannavy-gov-in-online-apply/3066/
http://indguru.com/2016/upcoming-railway-recruitment-2016-2017-rrc-rrb-jobs/3058/

Linda Buckmaster's curator insight, February 29, 7:14 AM

The article shows how paid advertising can turn into major profits

Anna Morgan's curator insight, March 2, 6:56 PM

Neil Patel shows how paid advertising can turn into major profits.

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In marketing? 4 things you need to know about the latest in ad tech - Memeburn

In marketing? 4 things you need to know about the latest in ad tech - Memeburn | Public Relations & Social Media Insight | Scoop.it

Hearing the term “ad tech” makes most people think of data science and complicated formulas. While there’s a kernel of truth to this, ad tech is so much more. Over the last few years, it’s attracted a lot of outsiders, and the result is a much friendlier set of tools with an agency-esque ease of use.


Because of this, we’re now seeing companies and people move closer together in advertising transactions, eliminating barriers and unnecessary middlemen.


Ad tech opens you up to many opportunities. You now have a greater, more valuable ability to optimize, analyze, and offer companies behavioral data on the people who matter most to them. It’s still about targeting an audience — just across multiple touchpoints and platforms, with far richer data.


As long as you understand where you fit in this new digital landscape, you should be fine. But it takes a shift in focus, and you’ll need to familiarize yourself with the advancements and trends in this emerging industry. Here are four essentials you must keep in mind...

Jeff Domansky's insight:

What marketers need to know about ad tech.

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Who Are the 198 Million Ad Block Users?

Who Are the 198 Million Ad Block Users? | Public Relations & Social Media Insight | Scoop.it
Popular wisdom says that everyone hates advertisements. It’s why Netflix is so popular, cable subscriptions are steadily declining, and ad blocking has grown from 21 million users in 2009 to 198 million in 2015.  

Via Brian Yanish - MarketingHits.com
Jeff Domansky's insight:

Interesting points of view on ad blocking. Maybe if the ad industry didn't create such terrible content, was less intrusive, more inclusive and actually produced valuable information, people wouldn't ad block? And I was a copywriter for many years! 

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Michael Bani's curator insight, February 24, 3:58 AM

Qui sont les utilisateurs d'ad-block

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Craft Brewers Teamed Up to Make a Single Beer, With 4,490 Brewery Names on the Label

Craft Brewers Teamed Up to Make a Single Beer, With 4,490 Brewery Names on the Label | Public Relations & Social Media Insight | Scoop.it

This week is American Craft Beer Week. To celebrate, craft brewers have teamed up to create a single beer, which is being made using the same recipe by more than 100 craft brewers—and in an act of even greater unity, features the names of 4,490 craft brewers from all 50 states on the can.


It's a cool idea, and an interesting design, though truth be told it doesn't exactly pop. Still, it's the thought (and the quality of the beer) that counts—and craft brewers are using this week to spread their message with a movement to #MakeSmallBeerBig....

Jeff Domansky's insight:

There's never any end to creativity when it comes to beer. Celebrating craft beer week #MakeSmallBeerBig

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