How Brands Can Get the Most from Facebook Advertising
Facebook has taken a lot of heat lately, with industry pundits claiming the platform has “jumped the shark” for advertisers. At the same time, Facebook itself has grown increasingly creative in coming up with new ways to boost consumer engagement with brand content. Some are saying Facebook just isn’t pulling its weight for advertisers. Communicus CEO Jeri Smith’s latest column for The Drum highlights the areas...
Super Bowl Advertising: Winners, Losers and Lecturers
In Communicus CEO Jeri Smith’s latest piece for the Observer, she cuts through the Super Bowl advertising hype and explains which ads actually worked. That means a focus on brand-building rather than entertainment for the sake of it. An excerpt: After every Super Bowl, pundits weigh in on which ads were the best and worst. But those lists all focus on what was entertaining, rather than which ads are likely to boost sales. In...
Super Bowl Ads: The Ultimate CMO Money-For-Nothing Splurge
Communicus CEO Jeri Smith is The Drum’s newest columnist. In her debut column, she illuminates why allocating big budgets to Super Bowl advertising is something brands would struggle to justify if pushed. The bottom line? In the end, CMOs will do what they want, and that often means a Super Bowl campaign that burnishes their résumé but delivers zero return to the brand. Read the whole column to find out why the Big Game is...
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...
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...
Here’s What $5 Million and a Super Bowl Ad Will Buy You
If time is money, then a Super Bowl ad is … crazy expensive. This year’s spots will set advertisers back a record $5 million for around 30 seconds of air time, which works out to over $165,000 per second of play. As Fortune reports, the average cost of a Super Bowl ad has gone up by 75 percent — if only you could invest in one of those spots! But what is it that keeps so many advertisers coming back for more year after year, even as...