At SalesForce’s recent Dreamforce Convention, they announced they will be partnering with Google Analytics and combining their data pools. This will allow marketers to have access to stats from both platforms. This is the first time that Google Analytics will be deeply integrated into a CRM system. This allows SalesForce to move into advertising by being able to offer consumers the option to purchase ads based on how users respond to email, SMS, and push notifications.
BuzzFeed is our favorite place to go for Tasty videos and quizzes and they’ve come up with a brilliant idea. They have the perfect follower base and steady reach to perfect native advertising (even though they are already the poster child of native). They even think they can come up with ads that people will actually like! BuzzFeed is coming out with two new ad products.
Pandora, the Internet music streaming application, is launching an incentive-based ad program called Video Plus. Video Plus rewards viewers with song replays and the ability to skip tunes in exchange for their ad views. To put it simply, Video Plus ads are sponsored playbacks and skips.
As far as advertising is concerned, people are heavily focusing on Facebook and Google. What are other ad businesses, like AOL and Yahoo, supposed to do to stay relevant when all ad dollars are going to the top dogs? Tim Armstrong, chief of AOL and Yahoo under Verizon, let us in on a little bit of Yahoo and AOL’s strategy for competing with Facebook and Google during a podcast with Recode.
There has been much talk about what the future of TV will look like. Is TV going away? Well, Heineken seems to be taking its dollars away from TV and into top dogs, Facebook and Google. Their objective is to focus on reaching as many people as possible and they believe digital is the answer. It helps to look at what big name brands are doing to get a clearer picture of where things are headed.
Facebook live is a relatively new feature. Social Media Today talks about how to use Facebook’s Live video features to engage with your audience. People are said to spend up to 3 times longer watching live video than other forms of video. Facebook live is generating a lot of engagement and here is a synopsis of how you too can engage with your followers this way.
There has been a recent debate about whether social media markers can even relate to normal people. An Australian study titled AdNation 2017 has a lot to say about advertising agencies. Apparently, agencies are “out of touch with the general public”. The survey concluded that people are more likely to trust and get entertainment from a television commercial compared to social media. Let’s look at some other findings of those surveyed.
Instagram is an ideal platform for advertisers due to its lack of transparency and ability to provide native advertising. It can be difficult to differentiate between paid and unpaid content, especially when it comes to the vast number of influencers and sponsors. To be more honest and forthright with consumers, Instagram is testing a feature similar to Facebook’s.
Snap Inc., the camera company responsible for Snapchat, is expanding its expertise. Mobile is headed towards the largest online advertising market and Snap needs the advantage of being able to more accurately measure the effectiveness of ad campaigns. For this reason, they bought out Placed for at least $125 million. Placed can track the effectiveness of online ad campaigns and determine if they are responsible for getting consumers into stores and making actual purchases.
By now, I’m sure most everyone has seen/heard about the latest ad from Pepsi geared toward Millennials. Pepsi intended to “project a global message of unity, peace, and understanding”. What ended up happening was a Twitter firestorm. In 48 hours, the video saw almost 1.6 million views on YouTube with five times as many downvotes as upvotes. Social media lit up with criticism of the ad calling it disrespectful and tone-deaf.
Pepsi promptly pulled the ad just one day after they released it and apologized saying “Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout.”
Whether you agree with their decision to pull the ad, one thing is clear. People are talking. It also got me thinking. Social media is now so powerful that it has put a stop to a global company’s ad campaign.