What Marketers Can Learn from the Oscars’ Best Advertising
Stars were in the spotlight this past Sunday at the Oscars celebration, but they weren’t the only ones who walked away with attention. Brands played a significant role during the evening’s festivities – not only to those seated in the Kodak Theatre, but to the viewers at home, all 43.7 million of them…
Will Olympic Advertisers Ski Home with the Gold?
We know that only about one in five advertisers accomplish brand objectives on the basis of a Super Bowl media buy. But what about an Olympics ad buy? Are the former Super Bowl advertisers who opted out of the Big Game to invest in the Olympics facing better odds? The smart money answer is yes. While buying on the Olympics is no more a guarantee of success than the Super Bowl is a guarantee of failure, an investment in the Olympics is...
AMA Marketing Insights: Behind the Screens
Live broadcasting is a major draw for advertisers. It’s not just the Super Bowl, Olympics, and Awards ceremonies that garner millions of fans…but shows like The Voice, American Idol, and other “of-the-moment” telecasts are extraordinarily popular for TV audiences. And the bigger the audiences, the bigger the interest for advertisers. The advent of On Demand, DVR, and Netflix has eliminate a lot of the hype of...
Easier Said Than Done: Real-time Marketing
Real-time marketing is all the rage, and definitely can produce a positive impact on brands. Advertising Age addresses the phenomenon this week, defining the marketing strategy as “one of the most powerful methods of story telling for brands.” That can certainly be true – if brands are sharing the right story. We shared our insights on the social media content marketing trend and agree that it can be great when done correctly but it...
How Social Media Can Eat Brand Value – and Profits
The long-term health of brands is in decline. Over the past decade, fewer consumers recognize meaningful differences between brands. Both the rise in generics from recession-squeezed budgets and the easy access of social media have contributed to a reduction in perceived brand differentiation that will accelerate dramatically in the coming years.