The Folly of Brand Advertising on Snapchat
Sir Martin Sorrell recently made an astonishing revelation: WPP’s clients spent $90 million on Snapchat ads in 2016. Our CEO, Jeri Smith, writes for MediaPost’s Marketing Daily on why most brands should steer clear of advertising on Snapchat. An excerpt: I will say something for digital advertising: One of its best qualities is how it can lead a consumer down the latter stages of the path to purchase. Unfortunately, for...
Does Your Brand Have a Story?
As brands struggle to break through with their ads and commercials, many strive to tell a story. Storytelling can lure people into an ad, and a well-constructed story can result in the viewer learning something new about, or feeling differently towards the brand. Advertisers who create ad stories that engage and persuade should feel justifiably proud of their accomplishments. That said, for the brand to thrive…
Taglines as Tag-Alongs
We’ve commented in this space before about how brand marketers care more about their taglines than consumers do…
How Advertising Works Today
The ARF just released the results of their ‘How Advertising Works Today’ study, touted as the most extensive industry study in more than 25 years. We were gratified to see that their findings line up very closely with ours – and mirror how we have for years been advising clients to optimize their advertising campaigns and spending allocations…
The Perils of Copy Testing in Today’s Advertising Environment
Advertisers spend millions of dollars copy testing ad executions before in-market launch, often testing in rough stages to avoid producing a commercial that could potentially be a weak performer. This research investment is widely regarded as prudent, to ensure that the investment isn’t wasted on advertising that may not perform. However, for the copy testing investment to be sound, it has to result in good decisions – which means...