Google has it all

Many of you have probably heard about different types of online advertising compensation methods such as PPC (Pay per Click) – which means that advertisers pay for each click on the ad; CPV (Cost per View) – advertisers pay for each view of the video ad; CPM – advertisers pay for every one thousand views of their display ad, and so on. These compensation methods on the other hand correspond to the online advertising methods such as Google AdWords, Google AdSense, display advertising, etc.

In 2013, a new compensation model was launched: PPG (Pay per Gaze). It was actually patented on 13th August 2013 by the USA Patent Office and “it involves charging advertisers if the user looks at an ad – online or offline – while wearing a pair of glasses”. Can you imagine how revolutionary this method can be in the field of advertising?

Probably, by now you may have guessed that I am referring here to Google Glasses. And it is not just a product; a whole line of accessories for sale is introduced. For more details on this innovation you could also check “The Wacky World of Google Glass Accessories.” 

Source: www.telegraph.co.uk

Some might be skeptical about the effects of this futuristic product in the advertising world in the near future, but Google is prepared for that. In the patent, there is a paragraph where is stated that Google could try to charge companies if the wearer happens to see an ad while wearing the device. And, there is even more to that…

“Pay per gaze advertising need not be limited to on-line advertisements, but rather can be extended to…billboards, magazines, newspapers, and other forms of conventional print media. Thus, the gaze tracking system described herein offers a mechanism to track and bill offline advertisements in the manner similar to popular online advertisement schemes.”

So far, there has not been an attempt by advertisers since the product is brand new. However, what we can say now is that Google never ceases to surprise us and that technological developments are definitively making things easier for advertisers.

Coke strikes again

We all love social media and it is great because of the benefits we get, however becoming addicted to it can be troublesome. So, this Coca-Cola ad is created for the purpose of addressing the issue and the solution they propose is: Social Media Guard. This product is simply a dog collar, but for the purpose of this ad, the collar is human-sized and has some visuals that relate to Coke brand. What can this product do? As described in the ad: “It takes the ‘social’ out of media and puts is back into your life.”

Effective? Well, that can be questionable. However, besides the funny red-collar solution, the main idea of the campaign is to increase awareness about the impact of social media usage in our social lives. And of course… to remind us that real moments are better when shared with Coca-Cola.

Just a couple of days after the launch of “Social Media Guard” ad, Coke introduced a new one. This time, focusing on what Coke does best: delivering positive messages that spin around happiness. Through this ad, Coke invites us to “Choose Love Over Like” in our lives since eventually we will reach the ultimate goal: happiness. 

Source: http://www.coca-colacompany.com/

While John Newman sings “Love me Again”, there is a number of things going on in ad that suggest that we should love things rather than like them, follow our instincts, color our lives. Last but not least, Coca Cola Light’s image appears in the very end of this ad so that we get reminded of one simple thing: besides other things in life, we also have to “drink what we love.” 

A smart move

Many of you have probably heard about or seen the recent ads by Dove which focus on one problematic aspect: how people (especially women) define beauty. All these ads are part of a bigger picture: Dove’s 
“Real Beauty” campaign. The campaign was initially launched in 2004 and since then, every year the company releases a new ad or more as part of this campaign. 
All of them have one central message: “You are more beautiful than you think!”

One of the most famous ads is “Dove Real Beauty Sketches”, released in 2013, where an experienced FBI forensic artist makes two different sketches of a series of women. One sketch is based on their self-description and the other based on other people’s 
description. The difference is remarkable and serves as a reminder for women to change their perception about their appearance because they are more beautiful than they think.  Only one month after its release, the video was viewed 114 worldwide, uploaded in 25 different languages to 33 of the brand’s YouTube Channels.

This year, Dove introduced a short film at the Sundance Film Festival called “Selfie”which brings together teenage girls and their moms to take selfies and try to overcome their insecurities about their looks. That's rights, they want to embrace the power of selfies!

But, is Dove’s really trying to change the way people (especially women) perceive beauty or is this just a smart way to attract customers and their intentions are purely materialistic from this campaign? The intention is not very clear, but Dove has certainly made a smart move with the “Real Beauty” campaign. Why?

First, they have understood that their audience needs are: to feel beautiful and a need to be accepted by the society for the way they look like. The messages in these ads are crafted in a way that these two needs are addressed. As a result, the reactions of the audience were very positive. So, they are giving to their audience what they want to hear.

Moreover, with the introduction of the “Real Beauty campaign” they have shifted the brand positioning in the market. Before they used to sell soap and similar products, now they sell “restored self-esteem.” Many people are more familiar with their ads than the products they offer.

Source: www.dove.us

In general, there are similar campaigns produced which address social issues with the tendency to improve problematic aspects in the society; however they fail to prolong their impact. Dove’s “Real Beauty” campaign is an example which demonstrates that if you invest in an innovative idea, such initiative can become profitable for the company and who knows… maybe impact the society too. 

Valentine in the eyes of advertisers

Now that Valentine’s Day has passed is time for the aftermath of the issue-related advertisements. While for many people Valentine’s Day is another day to express the feelings towards their loved ones, for companies is yet another occasion to create buzz around their brand and for advertisers to demonstrate their creativity. There were all sorts of reactions towards this year Valentine's ads.   

It is definitively easy to make bad ads and there are many out there, but it is not that easy to make good ones. However, if they are good, they get viral fast. This is the case of Schwarzkopf’s ad revealed almost a week ago. It is not clear the connection between the product being advertised and the ad itself, however it is beautifully created to deliver the message: “are the little things that make us fall in love with someone.” Until now, the ad has reached more than 6 million views on YouTube. “You- A declaration of love” is definitively the most romantic ad so far this year for one simple reason: it presents the importance of details in a relationship. 

Source: Schwarzkopf YouTube channel

While many companies around the world were prepared to say Happy Valentine’s Day through TV or print ads, this year, the Flower Council of Holland brought Valentine’s Day to another level. In case of love at first sight? Flower Council of Holland was prepared to give a hand to people walking in the streets of Paris who all of a sudden would experience the spark of love. 1500 little red boxes with single red roses inside were placed around Paris for this purpose. Quite an interesting idea in case of "love emergencies." 

Source: http://www.adweek.com/

But, besides the classic love appeals with flowers and sweet gestures in ads , there were other ads that delivered more extreme messages this Valentine. The producers of “Dumb Ways to Die” were back this Valentine with a short story-telling video. The character in “Dumb ways to die” who sold his two kidneys on the Internet is in the center of the video "Dumb Ways to Valentine," but this time he rips off his heart to give it to his partner. The message is a little too extreme “Your Valentine is worth every sacrifice,” but the ad in general is appealing as it suggest people to be safe around Valentine’s Day… and of course trains. The video was posted 2 days before Valentine's day and so far has more than 2 million views. 

IKEA's Singapore ad agency people had also some playful ideas this Valentine. Never thought of a chair delivering a Valentine’s Day message? Well, one chair cannot do much, but two can certainly get in to some action. IKEA’s chairs said “Happy Valentine’s Day” this year in a unique way as shown in the print ad below. 

Source: adsoftheworld.com

TV advertising is (not) dead

 Many people started hypothesizing a few years ago that the increasing investment in advertising via social media was leaving TV advertising out of the game. It is no surprise that companies are increasing the amount of time and investment on online and mobile advertising and will continue to do so, but has this traditional tool of advertising really lost its value?

Source: Marketingcharts.com
Generated by: Shullman Research Center

Research conducted recently shows that TV advertising is influential and advertisers get many benefits from it. I will refer here to the main advantages of TV advertising that companies are using to generate profit.  

One reason is that good way to attract new customers. The latest studies show that 67% increase in household purchasing comes from customers that are new to a certain brand or a product category, while online advertising helps generating more profit from existing customers. This results can be explained with the fact that people normally avoid ads of different products offered via social media, so they do not disrupt their online experience. While, people tend to watch TV ads since watching TV is a more passive activity.  

Moreover, the study conducted by Shullman Research Center shows that TV advertising is still the best way to effectively reach adult consumers. In this context, it is also a tool for companies to reach luxury buyers. The same study provides data that demonstrate that TV advertising tops the list of Ad channel rankings for this category of consumers not only in terms of the large reach, but also because of the positive feedback companies get in terms of product purchasing.

The chart below, produced by Marketingcharts.com, reflects the data analysis since 2009 and includes forecasts of coming years until 2017. TV ads seem to have a consistent spending growth rate until 2016. As for 2017, the predictions are not very optimistic. PricewaterhouseCoopers forecast suggests that advertising spending will increase in general, but thus will not be the case for TV advertising. 

Until now, advertisers are trying to get the best of both worlds since TV advertising, being the most influential traditional form of advertising and digital advertising are evaluated as complements of each other. Most probably the balance will change in the near future, but for the moment TV advertising is still alive and advertisers are trying to get the most of it while it is still an influential tool. 

Budweiser has a trick

Picture from Budweiser website

Today’s blog is inspired by an uncommon friendship story that is stealing many hearts.  I am referring to the Super Bowl ad that has brought together a cute puppy and Budweiser’s famous Clydesdale horse. To all the game lovers, when fate is not really on your side, this ad will definitively put you in a better mood.  

Super Bowl has become the event that encourages companies to bring “the best card” on the table. And Budweiser certainly has done a clever move with its “Puppy Love.” It is a spot that delivers a sentimental story without words, but clearly shows the determination of the little puppy who runs several times from his shelter go to and hang out with his special buddy. The ad was ranked at the first place in USA Today’s annual Super Bowl Ad Meter and so far has reached a number of more than 38 million views. 

Apparently, Budweiser knows the trick. People love cute animals in advertisements and if the ad is cleverly presented, it will become successful. In the timeline of the best Super Bowl ads of all times, Budweiser commercials show up several times. Guess which ones hit the top ranks? The ones where animals are in the center of the story.  Their Super Bowl ad in 2002 was named “Respect” and showed a giant equines travelling across the country as a tribute to the people lost in September 11 attacks. It captivated attention immediately.

In 2004, Budweiser strikes again with “Sleigh Ride”. The Clydesdale horse gives a spicy final touch to the romantic night a couple is having while enjoying Budweiser.  Again, their Super Bowl commercial spot in 2013 “Clydesdale Brotherhood” was considered as a very memorable one. An ad that shows the tight relationship that Budweiser’s Clydesdale and his trainer have, an emotional spot shared 1.9 million times in just five days.

It seems like “Puppy Love” successful story is related to a larger trend in commercials market.  People prefer to see emotional spots that tell good stories without many words and Budweiser has clearly set the standard in this category.