Great creative ad which illustrates a big issue: online advertising is only effective for brands when consumers actually see the ads. Metrics which include viewability in their measurement are key to keep growing the digital ad industry.
In 2012 smartphones became the majority of mobile handsets in the U.S. for the first time, keeping hundreds of millions of Americans constantly connected to the mobile web and increasingly using apps. This was a change many had anticipated, including yours truly who wrote about best practices for the mobile web way back in the first month of this blog circa 2009, naive to the changes smartphone apps would have on consumer’s daily activities. As far as predictions go I missed the mark a bit, though hardly as far off as Steve Balmer. It’s another example of how it’s hard predict how consumers will embrace and use technology until it’s in their hands.
In an age when most beer was still served in bars, a changing economy in the US started bringing beer into the home. While domestic brewers battled it out to get their bottles and cans into the home, for the first time imported beers had an even chance of being picked on supermarket shelves.
As this clip from Mad Men’s “A Night to Remember” episode makes clear, advertising played a key role in this shift towards bottled beer at home. Advertisers and marketers helped introduce new brands with broad appeal to a beer market previously dominated by local and regional brewers. And in a household like Betty Draper’s, an imported beer like Heineken had cultural cache, in part because of the way the beer was packaged and advertised. At their dinner, imported beer has been elevated to pairity with the French wine, as an ideal pairing with a international feast for the dinner party.
“_____ on Brand” is a series of short films created by VSA Partners to capture the current thinking behind leadership brands—specifically, their origins and intent, audiences and ingredients, and business or societal impact.
This is a fairly significant change. The FTC with this reduces social media disclosure requirements. The new rules make it easier to pay for syndication among a user base providing very clear guidance This previously was missing in the past.
It’s important to note
Tweets (and other micromedia) should start with “Ad:”
Sponsored can be placed anywhere in the media
Only applies to endorsements or claims
Claims are defined as “statement that is used in advertising a product and that addresses some positive aspect of the product’s performance or a benefit to be gained from use of that product-for example, “XYZ Soap is 99% pure!” or “XYZ Beer is less filling-and-tastes good!”“
Short hand - #Spon does not work
Links (IE cmp.ly) do not work
Paid Media is not the only way to advertise
The net result is more tweets are covered by the regulation. Community managers officially just stepped under the marketing umbrella. This is a pretty big rule change.