NATIVE ADVERTISING: Reaching Millennials
The Millennial Generation is famous for being the most media literate generation of all time. This, in many ways, is a quickly rising problem for marketers and advertisers. Once the Millennials realize they are being marketed to (and are surprisingly good at spotting this) they have a tendency to react negatively to the ad or tune it out altogether. However, crafting experiences and clever content, coupled with a brand message tucked inside, is a creative and proven technique to overcome this new marketing challenge. One of the most effective examples of this method is known as native advertising. One part transmedia, another part content marketing, native advertisements possess the potential to circumvent the cynicism of Millennials, and help increase engagement and loyalty. For a more in-depth understanding, we’ve compiled a collection of essential articles outlining interesting case studies and editorial views from industry experts.Read More...
4 Native Ads the Media’s Talking About
Mic Forgoes Banners for Native Advertising
The Rise of Native Ads and the Importance of Being Human
GE: Enhance Your Lighting
The effects of Old Spice’s ad campaign are resounding, as today’s brands vie to solve the dilemma, “How do we reach Millennials?” GE presented its Smart Lightbulb ad using the same logic by combining the nostalgia conjured by film icon, Jeff Goldblum, with the irreverent style of humor that defines today’s “Internet” generation.
New Guinness Africa: Made of Black
Aspiring to reach the emerging markets in Africa, Guinness partnered with native African artists to create a visually striking advertisement that plays with the concept of color and the stout’s official nickname, “The Black Stuff.”
BBC Music: God Only Knows
To spread awareness and celebrate the launch of their new music service, the BBC pulled together the top talents in the music industry to express their love for the medium by singing the hook to The Beach Boys “God Only Knows.” The combination of great musical talent with great production values makes it an unforgettable video.
For Brands, These Are the Do’s and Don’t’s Of Working with BuzzFeed
“‘All the eyeballs’ means that the content is popular, but marketers have been curious about whether brand lift can be created without shamelessly plastering the logo throughout a video or awkwardly injecting product into the storyline. BuzzFeed and Purina, however, see no need to imbed products to yield monetizing results. According to Nielsen research presented during Advertising Week, viewers who saw Purina sponsored-by video, Dear Kitten, were 57% more likely to want to buy wet food for their cat compared to a control group.”
Data-Driven Content is Fueling Mobile Success
Data-driven content creation is fuelling the success of mobile-first online destinations such as BuzzFeed, Atlantic Media’s Quartz and USA Today’s For the Win. While often dismissed by legacy publishers as cheap click-bait, these publishers have taken a very different approach from their older colleagues.
How Marketing and PR Should Work Together to Reach Customers
In today’s frenzied, hyper-connected electronic environment, a disconnect between science (think data) and art (think communication) can diminish even the most well-intentioned marketing and PR endeavors. Considering these two concepts in tandem and evaluating the intersection between them can unlock a treasure trove of profitable insights as to how marketers should “handle” customers today. It’s not enough to cull data and develop targeted campaigns only to beat customers over the head with factual product information, special promotions and sales pitches. Marketers and PR reps ultimately need to converse and connect with customers in a way that feels (yes, feels) authentic and meaningful by working together.
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