Doctors media preferences…Social? Maybe. Print and email? Yes!

When  it comes to digital adoption, it seems a no-brainer; isn’t everyone engaged? No. A notable exception are medical professionals. Doctors and nurses (NP/PA’s) tend to lean towards the conservative — not only politically, but in terms of their digital adoption. A recent study by HealthLink Dimensions, an email list and Big Data firm, produced a study on their information-gathering preferences among 700 medical professionals.

Email may seems so…yesterday. Yet, 75% of NPs and PAs and 66% of MDs prefer email for communication regarding the following:

• Industry news

• Product updates

• Research opportunities

What device is favored for reading email? Specifically, almost 52% of NPs/PAs and 46% of MDs utilize mobile devices; while almost 53% of NPs/PAs and 51% of MDs use desktop computers to comb through their emails.

Social Media? They love their closed, private peer-to-peer communities, such as SERMO (600K doctors)

Per the survey, 66% of NPs/PAs and 63% of MDs don’t use social media to communicate with patients. Instead, only one-third of these medical professionals are active on social media – mainly Twitter, LinkedIn, SERMO and Doximity – primarily for networking with their colleagues and peers

Last is print: 50% of NPs/PAs and 46% of MDs frequently use printed materials provided to their practices

Why is this hot? As with all customers we strategically serve, their content consumption habits have a major impact upon our planning. Knowing this, we must always realize to be customer-centric is to not fall in love with a shiny media object or a cool platform…

  • Time is a critical factor for HCP’s which drive what they consume and how; with an average of less than 15 minutes per patient, you know when it is a mobile device, they are on the move, doing rounds, trying to solve problems in real-time; your content and experience should embrace that. So, snippets of content are smart when you want them to be consumed at POC (Point-of-Care); conversely, HCP’s often have to consume intense medical journals, clinical studies and dense scientific content, which requires a desktop or laptop
  • Using Performance/Analytics to see how your clients’ content is consumed by time and device provides an invaluable insight into content strategy; if you want it to be useful in the NOW, then snippets, mobile-first; if you want to provide deeper content, then plan for desktop, but always offer email/download functions to account for mobile

 

 

Monkeys in Magenta

After seven years, the digital band, Gorillaz, are releasing a new album, and as part of their promotion, a new app is encouraging people to find the color magenta to unlock unique content.

Deutsche Telekom has created the Lenz app that will unlock new content for users whenever they hover it over something magenta — the brand’s corporate color.

The brand has teamed up with the virtual band, Gorillaz, to launch the Lenz app, which was created by Saatchi & Saatchi for the Deutsche Telekom music and lifestyle platform, Electronic Beats. With the new app, when a user finds something magenta (it could be a t-shirt, a flower or anyting that matches the Pantone range), they can hold their phone over it, to reveal new content from Gorillaz, including the first ever “live” interview with the band using motion capture and composition technology, and exclusive clips from the band’s new album “Humanz,” dropping on April 28. The app uses Chroma Keying technology to use the color to unlock the content.

http://creativity-online.com/work/deutsche-telekom-lenz-app/51602 

Why It’s Hot

This is a really cool activation. It is great positioning for Deutsche Telekom because it’s not overly intrusive or brand-heavy. And Gorillaz of course gain additional buzz around their upcoming album. I think this is a great example of a brand involving itself in a moment without trying to take it over.

Gatorade Puts Audiences Behind the Plate as Bryce Harper

Leveraging Google’s YouTube 360 platform for creating immersive brand experiences, Gatorade is giving users a chance to step up to bat and get in the mind/body of MLB Nationals star Bryce Harper.

 

Audiences who watch the branded experience are dropped into the world of Harper as a virtual reality imagination of what it’s like to go to bat in a baseball game. The inner monologue, the lights, the warping of time, and of course sponsorships. The Gatorade team used a 14-camera rig to create the real-time video/CGI engagement.

Why It’s Hot

Gatorade demonstrates the power that engaging content marketing can have. Brands can embed themselves into meaningful, powerful experiences… not just float around the periphery as an advertiser that gets in the way of a person’s interest. Gatorade succeeds because they created something visceral that grips viewers, surrounding them with subtle brand experience that suggests what it might be like to use, experience or benefit from the product… without ever directly saying it.

Via AdAge

Diesel’s “The A-Z of Dance” Video has the Right Rhythm

fashion14_150Diesel’s “The A-Z of Dance” Video has the Right Rhythm //


Lifestyle content rooted in creativity and culture continues to be a main focal point for brand marketers. It all about mastering the emotional connection with consumers and sparking the meaningful engagement that follows. Diesel seems to have had success only one year after a similar execution by PUMA that fell flat on its face.
Diesel joined forces with i-D Fashion Magazine to create a video in April 2014, “The A-Z of Dance,” featuring Diesel’s #joggjeans. The video features the top talent making waves in pop culture today. Then Diesel makes it your turn to be The Star of their Next Video.

joggjeans

Now slip into your Jogg Jeans and show us your moves…We are now inviting fans across the globe to dance their way into a one-of-a-kind follow up film – upload your moves to Instagram, Vine etc using the hashtags #joggjeans and #iDdance.

Diesel drives fans to their Jogg Jeans site where they connect the video, the CTA and all social engagement with the hashtag, #joggjeans seamlessly in one place sealing the deal by featuring fans.

While the Diesel video has recently resurfaced thanks to Fast Company, it is difficult to forget that PUMA released the PUMA Dance Dictionary a year earlier in 2013. The concept was “Encrypt your messages into dance moves.” The video was created to celebrate the launch of the new PUMA “Sync” fragrances, the PUMA Dance Dictionary is a digital application that encrypts messages into dance moves. Don’t say it, move it. However, the effort was an epic failure and their site, pumadancedictionary.com, has become nothing more than inoperable code.

Why It’s HOTThis shows that hitting the mark by understanding the social media landscape and understanding your audience in a manner that allows a team to create something that not only resonates but generates authentic engagement is a skill set only the few can master.

CHECK OUT THE VIDEOS BELOW:

Diesel’s “The A-Z of Dance” // WARNING: Video Contains Twerking. Content Potentially Not Suitable for Children Under Age 13.

PUMA’s Dance Dictionary // WARNING: You will never get the next 2 minutes and 44 seconds of your life back after watching the video below in its entirety. 


Adweek summed it up best:

The Puma Dance Dictionary, created by Grey London to push the brand’s new Sync fragrances (yes, Puma makes fragrances), allows users to select words and phrases which are then translated into dance moves by freestyle performers. These “moving” messages can be shared via social media or emailed to friends. You start with various templates and then shift a few words in and out to create sentences. The pre-set “I love women with heart,” for example, can be changed to “I love women with popcorn.” Or “I love guys with muscles.” Or even “I love women with nuts,” if you’re into that. Manipulating other templates yields sentiments like “Money makes me want to get naked,” “Hey bro, your face is crazy” and “Will you stroke my girlfriend?” This can be amusing, but not very, as the vocabulary is too limited. I understand the dancers could interpret only so many words, and Puma naturally wants to avoid potential hate speech or outright vulgarity. But the enterprise seems hamstrung by a lack of true interaction.

Ouch. Sorry, PUMA.You were just out of “Sync” on this one. Better luck next time.

Imagine Dragons and Target Win the Grammys with #MoreMusic

Target took a different approach to its Grammys advertising this year. Rather than opt for a traditional 30-second spot, the brand pooled eight 30-second media buys into a single four-minute commercial: A commercial break turned into a live performance by rock group Imagine Dragons.

Target’s VP of Marketing said the #MoreMusic campaign, launched this past week on the night of the Grammy Awards, gives the fans just what they want when watching the awards show: more music! In doing so, the campaign promotes the retailer’s exclusive release of the deluxe edition of the band’s upcoming album.

#MoreMusic literally gives fans more music: During the Grammys broadcast, viewers were treated to an additional live performance during a commercial break, and fans will get exclusive bonus tracks when they purchase the album from Target.

In addition, fans are also able to unlock bonus content on Twitter by joining the conversation with #MoreMusic.

Read more via Adweek and AdAge.

Why It’s Hot: What better audience to try to sell your new album to than viewers watching the biggest night in music? Imagine Dragons and Target made history with the first ever live ad to air in real-time during the Grammys. The #MoreMusic campaign lives on in rotation the week after the awards show, when the Imagine Dragons album is set for release.

With technology booming and us marketers having to be even more creative with ad content and media, this is just one of a list of infinite possibilities of connecting a brand to the consumer.

Insanely Detailed Viral Campaign for Jurassic World

jurassicworld

First launched softly on Twitter last August, the viral campaign for Universal’s Jurassic World movie went into high gear after the Super Bowl. Two incredibly immersive websites launched– one for the fictional park which will have you believing you could book a trip there tomorrow (take a tour through the resort rooms, check the restaurant menu, look at activities, live webcams of the park, even buy merchandise), and the other for the equally fictional company that supposedly owns and built the park, Masrani Global.

http://www.jurassicworld.com/

http://www.masraniglobal.com/

Neither site acknowledges they are fictional. Rich in video, imagery and detail; updates are now being released that have fans poring through the work for clues about the film.

Why It’s Hot
Viral marketing is often a “leap of faith” as we cant predict or forecast success, it is completely in the hands of the user to determine whether the content is shareable. It is impressive how much detail and depth went into these websites, and is continuously being released without a shred of paid promotion. That’s the definition of faith in your idea, your instincts and the resulting content is so rich and compelling i am waiting to see when this gets real traction.

Content is key

Content marketing campaigns have become essential for marketers to engage audiences and generate leads. In fact, more than half of all consumers are more likely to buy from companies that create custom content. But one of the biggest challenges B2B and B2C marketers face is measuring ROI. Only 27% of marketers track content metrics effectively.

Luckily, the folks at Captora created a graphic visualizing new data on metrics of success, which types of content have the highest ROI, the best days to share content on social media and more

Some of the most interesting facts:

80% of decision makers prefer content over advertising

61% of Consumers Prefer Companies With Custom Online Content

30% of total 2013 marketing budget was spent on b2b content

74% of b2b marketers said their content marketing goal is to increase lead generation (50% for b2c marketers)

Why it’s hot:

Content marketing is everyone’s favourite hot new digital marketing phrase right now, yet the truth is that while the label has grown in popularity, the notion that content marketing is anything new isn’t quite correct. The company has been creating blog posts, surveys, whitepapers and reports for the entire length of its existence. In many cases, it understands the power of content and how it can keep its existing audience happy and engaged.  One of the key ingredients of successful content marketing is ‘quality’, content should be one (or all) of three things: entertaining, interesting or useful. 

 

Ascend to New Heights in Content Marketing

Alliance Data Systems/Epsilion acquires Conversant

why_conversant-primary_03

What we used to know as Value Click, has now merged with Conversant, encompassing Grey Stripe, Dotomi, Mediaplex and Comission Junction . This monster of a data partner and ad network, now covers affiliate marketing (Comission Junction), Mobile (Grey Stripe), SET (Video facial recognition targeting), Personalized Data Behavior (Dotomi), ad serving back end/reporting (Media Plex), and the pixel that has well over 80%+ of the internet tracked with geo, BT, RT and CT (Valueclick +Conversant).  The important part to note is the trend of acquisitions, as seen in Google, Yahoo and the other big digital partners, but also how ad networks are servicing agencies and brands as a one stop shop with data and all types of channel variation buying opportunities.

ads1

 

Why this is hot?

This can simplify buys, provide better targeting by having fewer partners learn our audience better and therefore drive a higher ROI, and stretch our media dollars even further.

Additionally:

  • “The combination of the complementary assets of the two companies will create scale in virtually all of the attractive growth channels
  • Conversant’s technology stack brings a “leveragable” product to Epsilon’s full service offering
  • The acquisition expands Alliance Data’s Omni-Channel distribution capabilities
  • Conversant has a strong presence in Epsilon’s largest verticals (Data!)
  • Conversant’s product set is complementary with Alliance Data’s other segments, LoyaltyOne and Private Label”

ads2

Websites Will Soon Start Pushing App-Style Notifications

 

A new feature of most browsers will let them issue alerts through a PC or mobile operating system.

The pop-up windows that inform you of a new message or tweet have become a central part of using mobile devices. And wearable devices such as Google Glass and the Apple Watch have been designed largely as conduits for notifications. Now, ordinary websites are going to send them to you too.

In 2015, most leading Web browsers will be set to support what are known as push notifications. Sites using the technology will be able to ask visitors if they wish to opt in to receive notifications. The site can then deliver them, even if that site is not open in the browser at the time. A news site might use Web notifications to alert users to a breaking story, for example. The technology should become available on both PCs and mobile devices.

The notifications appear in small pop-up windows, like the ones an e-mail program might use to alert you about new messages.

A small number of websites, including those of the New York Times and the NBA, already issue notifications to users of Apple computers. Apple rolled out its version of the technology in an update to its OS X desktop operating system last year.

But sites offering Web notifications could soon become much more widespread. Google and Mozilla are working to add the technology to their Chrome and Firefox browsers, which would make the feature available to the majority of people browsing the Web from a PC.

Become the change you seek

The mobile and display space is changing as we speak.  We all know it, we all talk about it, but are we doing anything about it?  Are we challenging our clients, are we pushing the envelopes?  Or are we simply regurgitating Media plans that have previously set the standard?  How will we set the new standard today, not this month?

Let’s see why any of these 7 big trends are Hot.

7-ad-trends-hed

Why is this Hot?

-Programmatic will be a $20 billion by 2016 (yes in less than one planning calendar)       -> So why do we not have our own trading desk yet?  Yes there is substantial cost, and infrastructure needed, but let’s take a shot at it next calendar year for MRM//McCann.

The reality is that RTB & Programmatic (PRG) comes in many forms, and likely we are buying on this type of media already without even knowing it.  “This includes exchanges where ads are bought and sold in real time like stocks (DSP’s) and direct buying where advertisers reserve inventory like the old days, only with better technology for targeted delivery and measurement.”

The industry is at an inflection point, and even mobile RTB/PRG will rise to $8.36 billion, which will go above desktop for the first time.  Desktops are declining world wide by 3.9%, while mobile is rising 69.2%.  Lastly, and more importantly the most underused part of RTB/PRG, Video, will rise 40% to $3.84 billion by 2016.  So, let us not monitor or discuss, let’s execute and pitch these platforms and new mediums to help grow our business with existing and new clients.

Meaningful Connections in Social Meida (Nissan)- via Media Week

nissan6-20141009042501882

In a day and age in the digital world where some brands are throwing ad dollars at the wall and hoping for something to stick, Nissan is being discerning.  They are actually engaging strategy in their social and digital media capabilities, a practice many agencies leave out of their scope of work and leave in the hands of digital teams, which leave social to only be the executor’s, and not strategists. Nicola Kemp of Media Week UK comments that “sport and social media are such obvious partners that it is all too easy to declare the future of sports sponsorship will be played out primarily within the realms of 140 characters.”  This is the type of social and digital strategy that is built in a planning period and not when only executing.  In regards to Nissan, they are focusing their digital media efforts on large sponsorship’s (similar to an old OOH campaign from the 90’s, but layered with deeper analysis and data from today’s digital transparency.), less venues, larger audiences with targeting and live touch points with memorable experiences for consumers OOH & digitally.

Why It’s Hot

Large auto clients, as well as many other publicly traded companies (such as our clients) are shifting their trend of spending media budgets within agencies towards live events with highly targeted audiences.  Years ago this was the same spend that was utilized at large scale and investment with substantial OOH sponsorship’s, however it lacked the targeting.

In the end, you only buy a car every 5-6 years (1-3 years for most single males 25-34 and 3-6 years for single females 25-34- Comscore March 2014*), so by the time you have reached the consumer they have already had ample time to make up their mind and cemented their own opinion.  To prevent being left out Nissan hopes to be part of the long term conversation and have meaningful social and digital campaigns with targeted live events.  “You need to be part of what people enjoy and you have to be meaningful.”  Nissan will attempt this with live events surrounding sports such as their World Cup campaign’s this past year that focused on their Hispanic audience (hyper targeted demo and geo and behavioral).

The Goal is: Less, bigger and live

Wearables takes another step forward in mind-body management

 

Is that big interview stressing you out? A new wearable may be able to tell you how to fix that.Spire is a device that measures your breathing rhythms to deduce stress levels, its website says. It then provides suggestions on how to combat those stress symptoms, such as taking deep breaths. Spire clips onto a belt or shirt and tracks movement and corresponding breaths, which it then sends to your smartphone. A Spire app then sends the data to the cloud for analysis.

Spirehttp://mashable.com/2014/06/19/breathing-wearable-spire/

Why It’s Hot

Because self-health via tech will be the wave of the future, as healthcare costs will continue to increase, and 2) the idea puts more power and responsibility in the individual’s own hands.  Plus, and it’s a big plus, it opens the door to huge branding and experiential opportunities for marketers to enter more deeply into individual’s lives.

The NBA’s Instagram Team Scores Without Sneakers Pro basketball continues to slam dunk social video

The National Basketball Association has held a Dr. J-like grip on the No. 1 ranking in the weekly Adweek/Shareablee Instagram video charts since the pro league’s playoffs got into full stride last month. It would be easy to say the dominance is all about LeBron James—his fans and haters who seemingly cannot get enough of the best player in the world.

But the NBA’s social media staffers deserve a lot more credit than that, routinely finding creative ways to post 15-second clips that generate huge engagement. For instance, one week, it was a series of stills that showed the trendy/preppy duds being worn by James, Kevin Durant, Paul Pierce, Russell Westbrook, etc., as they strutted their stuff before and after their playoff games. No highlight reels needed.

Most recently, the NBA won Instagram with a social video showing the Miami Heat’s Mike Miller running the court and nailing a three-point shot in a Finals game versus the San Antonio Spurs. The catch: The basketball journeyman was only wearing one shoe—and the #FlashBack clip was from last year’s Finals against the Spurs. In terms of repurposing creative, that’s a slam dunk.

Why it’s hot:

Interesting way to generate content around the event.  Sometimes unusual and unknown activities around an event (pre/post) provides the audience with a moment of “discovery” to fuel their immersive experience.

 

 

This is the coolest trophy ever @NewYorkFestival

The New York Festivals has taken trophy design to the next level.
The design reflects the iconic manhattan skyline.  However, these
trophies are like no others as they have a built in projector that plays
the winning case study when you pick it up.

projectorhttp://www.adverblog.com/2014/05/01/this-is-the-coolest-trophy-ever-newyorkfestival/

Why It’s Hot

Design is excellent as it shows how the pieces all fit together to convey one message–city-based theme and awards, and then, implanting technology to enable much higher interaction and appreciation of the content. The only missing link–internet-enabled downloads that can change the content after the event for further information.  Love how an old category–trophies–was reinvented.

 

Burt’s Bees finds a new way in to your life: Your Calendar

In what Burt’s Bees describes as a marketing first, they are using people’s calendars to promote a new line of anti-aging facial products that promise to reduce the appearance of dark spots and brighten complexions, Burt’s Bees is asking consumers to click on a link that will automatically add a series of eight weekly calendar items.

As with typical appointments, all fields are filled in and, if users have configured calendars to send them reminder alerts, they will get them from the branded appointments, too. (The brand will not be able to post future messages in calendars automatically, or to learn anything about the content in them.)– NYTimes: Burt’s Bees gets into your life

Burts Bees invites itself into your calendar/NYT

Why It’s Hot

It a digital world that’s totally cluttered with messaging, this marketer identified a new channel to exploit, and one that consumes a large amount of consumer’s time. What’s more, they don’t choose to openly sell until the 4th (and last) week, thereby using content and goodwill as a thank you for invading your space (and not getting kicked out). Furthermore, any marketer that has products that require long sell-ins, or reminders, or low-loyalty can benefit for this avenue.  Kudos to them for finding a new, and pure avenue to reach consumers.

Can Spritz Change How We Absorb Information?

Spritz is a Boston based startup focused on text streaming technology and its integration into modern communication. The founders are serial entrepreneurs with extensive experience in developing and commercializing innovative technologies. We have assembled an international team of experts in reading methodologies and software engineering. Spritz offers a variety of licensing options for the integration with operating systems, applications, wearables, and websites.

The time consuming part of reading lies mainly in the actual eye movements from word to word and sentence to sentence. In addition, traditional reading simply takes up a lot of physical space. Spritz solves both of these problems. First, your eyes do not have to move from word to word or around the page that you’re reading. In fact, there’s no longer a page – with Spritz you only need 13 total characters to show all of your content. Fast streaming of text is easier and more comfortable for the reader, especially when reading areas become smaller. Spritz’s patent-pending technology can also be integrated into photos, maps, videos, and websites for more effective communication.

 

Find out more here, here, and here

 

 

Why It’s Hot

Consumer information is what us marketers want consumers to do. The implication that this technology is being implemented into websites and apps creates huge potential for us to give more information quicker and faster to who we want. At the moment it is also a very unique way to display content and an eye will be kept on Spritz for any future opportunities

 

 

How Important is Storytelling?

Earlier this week, AdAge honored the world’s best brand storytelling at the fifth annual Viral Video Awards in New York City. Together these videos drew hundreds of millions of views, and millions of shares. You can view the honorees here.

Remembered-or-forgotten

So just how important is storytelling in advertising? re able to get a prospect to pay attention. Storytelling enables us to capture that attention, whether it’s via traditional media, or digital and social advertising. s infinitely more moving than seeing how laundry detergent removes a coffee stain from a white dress shirt or a crash test dummy saved by an airbag. Stories wield power. They move our emotions, influence our behavior, shape our values, and affect our actions. Four suggestions for planning your story are to:

1) Establish your goal.
2) Understand your audience.
3) Know how you want your audience to feel.
4) Uncover what will elicit the feelings.

Check out more tips for moving from “marketing” to “storytelling”.

 

Why it’s hot

In today’s chaotic and distracting world, one in which we’re inundated all day everyday with advertising messages, a brand either gets remembered or forgotten. As we partner with our clients, from overall strategy down to tactical copy for social platforms, we need to remember how crucial the emotional connection is to our (and our client’s) success.

LinkedIn’s Content Marketing Additions

LinkedIn is introducing some new tools for businesses hoping to attract a following with their LinkedIn content.

First up, there’s a content marketing score, which measures the total effectiveness of a businesses’ LinkedIn content. It’s calculated by taking the total number of unique LinkedIn members who engaged with a company’s Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts, then divides that by the total audience of active LinkedIn users that you’d like to reach. In other words, it tells you what fraction of your target audience you’re actually reaching.

One aspect of content marketing is knowing what to talk about, so to help with that, LinkedIn says it will be providing a list of topics that are popular with your target audience. It’s not exactly a new idea to identify trending topics on a social network, but in LinkedIn’s case, it sounds like this is more of a tool for marketers than a consumer feature.

content-marketing-score

 

Why It’s Hot:

It is amazing that social media networks continue to innovate add new things to themselves. LinkedIn is a powerful network with a strong and influential reach to its audience. Though it is primarily used for recruiting and hiring purposes, this addition makes it to ultimate B2B marketing playground.

Read the article here

Crowdsourced Product Innovation, Courtesy of Meow Mix

Meow Mix is booting up Cat Starter, a new branded contest to see which of three cat-friendly products will be brought into reality, to the delight of felines everywhere. The site is set up like the well-known crowdfunding platform Kickstarter, but is geared specifically toward “things cats love, made by people who love cats.” Launched last week, the site currently has three product ideas that cat owners can back: a fake keyboard and warming pad to trick your cat into thinking its your keyboard; a Twitter-powered cat feeder where owners can tweet to feed their cats; and a dish that funnels food to the center of the bowl to make it easier for your cat to eat.

Visitors to the site will get to pick their favorite projects and then get their friends to back them too. If they have an idea for another Castarter project, they can submit it to the site for the next wave of projects. Visitors to the site also can enter for a chance to win a limited edition winning product for their cats at home. The best part is that you don’t even need to donate your own money to help your favorite idea become a reality — you can just vote for the products you support, and later this spring Meow Mix will fund production to bring the most popular inventions to fully-functioning life.

Check it out and vote here.

splash@2x-620x296

Why it’s Hot

With insight into the dynamic bond between cats and pet parents, the Meow Mix® brand team saw an opportunity to build a device that will change the way cats eat, play or live for the better. The brand spoke with consumers to gain insight into the dynamic bond between cats and pet parents. As a result of the brand’s learnings, the Meow Mix team saw an opportunity for the project. “Meow Mix has always put cats and cat parents first,” says senior brand manager Kimberly Rom. “For the first time, thanks to Meow Mix Catstarter, cat fans are in control and able to vote for the next great design. We wanted to solidify that bond between cat and cat enthusiasts across the country.”

Facebook to roll Video Ads in Newsfeed

Facebook finally breaks the down the last ad barrier and puts video into their newsfeeds.

The :15 Facebook Premium Video Ads ads will auto-play, but are soundless unless you click on them. Facebook will sell and measure the ads “in a way that’s similar to how advertisers already buy and measure ads on TV,” according to the post from Facebook, which is based on Targeted Gross Rating Points to reach a specific audience over a short period of time.  Delivery of the ads will be measured by Nielsen and advertisers will only pay for what Nielsen measures.

 Facebookvideo1

Why It’s Hot

This represents another step in the long march of FB toward getting its stock price much higher, by monetizing the fan base. But for advertisers, as this rolls out and becomes optimized, the ability to deliver highly targeted, contextualized video content on their substantial fan base has finally become available.  Watch for more and more integration with Youtube videos and direct click-through linkage.

Chipotle’s new TV series – Farmed and Dangerous

Farmed and Dangerous, a satirical television series produced by Chipotle, premiered February 17th on Hulu. It’s no surprise that the program has outraged farmers and agricultural groups and is on the heels of the ongoing concerns on how animals are raised, the safety of genetically modified crops (GMOs) and the public outcry over “pink slime.”

Farmed

Can you view the trailer here: Farmed and Dangerous Trailer

This is not the company’s first foray into addressing these issues. Check out last year’s “Back to the Start”, which has been viewed over 8.2 million times, here: Back to the Start and The Scarecrow, viewed over 12.1 million times, here: The Scarecrow

Why It’s Hot
Brands need new ways to break through to consumers and through Unbranded Entertainment, as it is being dubbed, is the next revolution in connection advertising with the ultimate goal of getting us (as consumers) to think about the way we live our lives, forge an emotional connections to brands and get us talking (& sharing) to stimulate buzz.

Coke Promotes Freestyle Fountain Machine With Clever Vine Shorts

Coca-Cola tapped Vine celebrity Zach King to help promote its new Coca-Cola Freestyle fountain machine, which can create more than 100 drink combinations, in a series of fun and clever six second videos. King, known as the “Vine Magician” for his use of special FX in the medium, helped create the Vines with the aim of capturing the fun, choice and possibility of Coca-Cola Freestyle.

Why It’s Hot

Leveraging Key Opinion Leaders is a strategy marketers talk about often. Strategically speaking, Vine is the perfect medium for reaching the target audience of the new Coca-Cola Freestyle machines and Zach’s combination of  technology and magic tend to go viral with great frequency. The first two posts have already generated more than 53,800 Likes and 30,000 Re-Vines. The series rolled out a new video each Monday throughout the month of February.

InPowered Makes Content Marketing Free for All Organizations

On March 5th the content marketing company, inPowered, announced that it is opening up its platform to the organizations and the public for free. The inPowered platform enables users to search topics and then delivers the most trustworthy content about the topic. This means that companies can quickly and easily find credible content written about their brand, while the general public can quickly find trustworthy information about the topic of their choice. Currently, many content marketing company offer similar services but what sets inPowered apart is that they are now offering their services for free.

Here is a preview of the inPowered dashboard:

inPowered-2

Image source here.

To decide what shared content is the most trustworthy, inPowered evaluates things such as the lift in reads and social shares. Once inPowered has identified which content is the most engaging with a brand’s audiences, the brand can pay to promote those articles as native ads on third-party sites via the inPowered distribution platform (see paid amplification below.)

Companies can also choose to promote the content they find within inPowered on their own social media channels, at no cost (see free amplication below.)

  • Free Amplification – inPowered’s content discovery and amplification platform enables marketers, PR professionals and social media strategists to search for brands, products or topics and then discover and share the most trusted content to their fans and followers on Facebook, Twitter and LinkedIn.
  • Paid Amplification – inPowered identifies the most engaging articles written about a brand, and then enables marketers to pay to promote that trusted content as native ads via inPowered’s targeted distribution. This enables brands to educate and shape

If brands decide to pay for amplification, inPowered also measures the impact these amplified articles have on the brand. It should also be noted that the evaluation capabilities are free for the brand, such as the search tool.

Why It’s Hot

First, it’s extremely important for a brand to know what its audience is saying about it. With the plethora of channels for consumers to deliver their feedback, inPowered offers a service that not only brings everything into one place for free, but it also evaluates and identifies the opinion leaders that brands need to be paying extra attention to. Although, this tool has offered a similar service in the past, what’s hot here is that the service is now free. Organizations will only pay for the consumer content they think that they can leverage  to drive sales and further inform consumers on third-party sites.

Second, we live in a world where consumers are constantly being bombarded by promotional advertising, so brands are continuously seeking ways to set themselves apart. It’s clear that reviews made by unbiased observers are seen as immensely more valid than sponsored ads or testimonials. Therefore, this tool can  provide brands with a database of real reviews at no cost, which they can feasibly convert into “native” ads on third-party sites or promotional content on their own channels. In addition, the content is already evaluated and declared relevant to the brand’s audience, saving companies time and money.

The CEO of imPowered summed it up well when he said “This means brands utilize credible, trusted content as native ads, instead of trying to make branded content look like trusted content. And unlike content amplification tools that “optimize” your content to get people to click on it, but result in low-quality traffic with high bounce rates – inPowered optimizes to get people to actually read the content you share.”

You can read more here and here.