What Snapchat’s Woes Mean for Advertisers
How many CMOs will stand up and show that they’ve driven real results by spending on Snapchat advertising?
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...
An ad or a show? Some say YouTube Kids blurs the line
Pop quiz: Which of these are commercials? A video describing what McDonald’s Chicken McNuggets are made of. A video showing LEGO toys being opened and assembled. A video in which characters from the Disney movie “Frozen” drink Sprite. All appear on YouTube Kids, a new free app — described as “kid-friendly content” for “curious little minds” — that mixes ad-like videos with traditional shows. On Monday, a Boston consumer group told...
Super Bowl marketing shift: Brands don’t have to play (on TV) to win
A number of large companies have decided to sit out advertising during this year’s Super Bowl, giving smaller brands and marketers with 360-degree campaigns a chance to shine during the big game on Sunday. M&M’s, H&M, Dannon, and a number of major automakers, such as Volkswagen, General Motors, Ford, and Lincoln are among those that have decided not to run ads at the NFL’s marquee event on Sunday. Yet even with the exorbitant...
Super Bowl advertisers may resort to ‘guerrilla’ means to get eyes
In the high-stakes battle between advertisers at this year’s Super Bowl, top corporate brands such as Budweiser, Doritos and Pepsi are once again spending record amounts for precious time during Sunday’s big game. But some researchers and advertising veterans say a more low-key guerrilla marketing campaign might be a better option for companies who want to piggyback on the Super Bowl’s shoulder pads without breaking their ad budgets...
Communicus Weighs in on Super Bowl Ad Effectiveness on CBS MoneyWatch
With the Super Bowl typically scoring as the country’s most watched event of the year, the broadcast has no problem attracting some of America’s biggest advertisers. Yet squeezed in among returning stalwarts such as Anheuser-Busch’s Budweiser are often several newbies, brands that are ponying up $4 million or more to make their Super Bowl debuts. This year, the game will include several fresh faces during the commercial breaks,...