SQAD POD: 5 Game Changers Every Advertiser Should Know – January 2018
Industry news and insights podcast curated from the world of advertising and marketing trends.Audio Player00:0000:00Use Up/Down Arrow keys to increase or decrease volume.
As the confetti settles and the last champagne bubbles pop, we’re off and running in 2018. Last year we saw significant shifts in the advertising industry, and 2018 is showing no signs of slowing down. So, we’re kicking off the year by looking at the growing trend of smart devices, space marketing, coloring apps, science in advertising, and Facebook’s newsfeed makeover.
- Smart Speaker or Ad Speaker?
- Advertising That’s Out of This World
- Adult Coloring is an Ad Goldmine
- Bioscience in Advertising
- Facebook Thinks You Should Call Your Mom… Not Domino’s
1. Smart Speaker or Ad Speaker?
With the speed at which personal technology is advancing, it won’t be long until our current sense of privacy becomes a thing of the past. Homes are increasingly decked out in smart technology (read: active listening devices) that turn your lights, control your door locks, keep an eye on things with security cameras, and even mange the temperature. More and more home appliances are being connected to data-sharing cloud networks, and marketers are seizing this as an opportunity to find their way into people’s homes. Amazon, as you know, has been in talks with large brands including Proctor & Gamble about promoting sponsored content on its Echo device. Delivering ads on the Echo will give Amazon a game-changing position in the advertising world as an adaptive delivery platform with real-time consumer data delivered from the heart of our homes. The added layer of advertising will take Alexa (and other connected devices) to the next level – giving Amazon an unprecedented control in consumer marketing. As the central hub of consumer buying habits, it can manage the entire process from what products are being promoted to the price being paid for the products. Only last year we were looking for someone to break the Google/Facebook duopoly, and now it looks like Amazon is going to dominate an entirely new ecosystem.
2. Advertising That’s Out of This World
When you run out of creative ideas for marketing on Earth, where is the next best place to look? Into space, of course. Brands are now tossing around the concept of space marketing – out-of-this-world ideas range from sponsored spacecraft and gear, to actual billboards on the surface of the moon. You heard that right, the Japanese lunar exploration company, ispace is considering creative space photo-ops, which involve building a billboard on the moon, projecting a logo or branded content onto it, then capturing a photo of the billboard with Earth in the backdrop. Questions of “Why not just use Photoshop?” aside, advertisers are predictably wary of the ROI on projects as ambitious as this. But, with companies like SpaceX and others talking about space tourism, maybe getting some billboards on the moon for fly-by tourism is just the next step in the “road-side” advertising market. If nothing else, they would be redefining out-of-home marketing… WAY out of home.
3. Adult Coloring Is An Ad Goldmine
Adult coloring books have ascended the physical page and found a new place in the digital world, and marketers are jumping on the advertising opportunities. Large companies are now buying ad space in coloring apps, often in the form of 15-30 second videos that play before users could access premium coloring pages. They are also buying branded coloring pages; for example, Kellogg’s featured a paid page on the app Recolor where users could color in a collage of cartoon Pop-Tart treats surrounding the playful bubble-lettered copy “Pop It Like It’s Hot”. The appeal of coloring apps lies in the power it gives to brands to create more interactive experiences, rather than just passive experiences via banner ads available on regular game apps. Some brands have even ventured outside of already established coloring apps to make their own, such as Timberland and Marvel. These types of apps are used by a growing number of adults to help relieve stress. Thus, brands leveraging digital coloring, whether in the form of sponsored pages or their own app, are creating positive experiences that help users associate brands with feelings of joy and relaxation.
4. Bioscience in Advertising
Advertisers are constantly trying to push the limits of creativity to deliver content that will delight consumers and generate buzz. Now, bioscience is finding its way into ads – and people are talking. When Ikea promoted their “Ikea Family” program with an ad for a crib, no one thought twice, but when the full-page ad asked expectant mothers to pee on the page to reveal a special discounted price, the Internet lost its collective mind. Using an innovative pregnancy test embedded in the print ad, the company’s agency created a buzz-worthy ad that extended beyond the confines of the page and captivated the imagination of a global audience. It’s not hard to see how this ad went viral. It has it all: pregnancy, babies, discounts, and pee. It’s a level of creativity that will likely change the game and set a new bar for print advertising.
5. Facebook Thinks You Should Call Your Mom… Not Domino’s
Facebook is tweaking the newsfeed algorithm again to refocus engagement on friends and family rather than news articles and sponsored content. This means the system will prioritize posts from those in a user’s personal circles while deprioritizing posts by pages and paid publishers. Zuckerberg has come to terms with the idea that this may decrease the amount of time users spend on the platform – but he is willing to take the cut in exchange for more “meaningful interactions.” This transition leaves advertisers wondering, “How will we get our content in front of the right audience?” Paul Mead, chairman of London-based media agency VCCP Media, says “it’s simple mathematics… Less time on Facebook and fewer ads can only mean that the ads that do show are more expensive.” Not only does this mean advertisers will need to pay a premium for better ad targeting, organic posts from publishers and brands may very well be invisible if they are not being paid to be promoted. Media outlets, which rely heavily on Facebook’s newsfeed algorithm, are gearing up for the extreme makeover, with some redirecting readers to download their own apps. This is a significant relationship status change between advertisers and Facebook… and it’s got everyone regrouping.