A transparent market means rethinking the ways brands advertise

In the transparent marketplace it's what you do, not what you say, that makes the difference, and that's good for sustainabilityIn New York's Central Park recently, an old man was selling "Banksy paintings" for $60 apiece. His booth was right next to others selling everything from second-hand books to flowers, fruits and vegetables, as well as other art posters.During the entire day, only three paintings were sold, but what looked like any other booth turned out to be another provocative stunt by the artist Banksy himself. The works of art were real and their lucky new owners had snatched a bargain worth tens of thousands of dollars.This stunt illustrates the essence of marketing: the difference between perceived value and real value. In the advertising world, we work to build perceived value and tell people why product X is worth more elevating its appearance or its basic product attributes.Today, people's brand loyalty is still somewhat high, but it's rapidly losing ground, as illustrated by Havas's study, Meaningful Brands, where two-third of consumers across markets said they don't care whether the majority of brands survive or not. We're fast moving towards a world where shouting loudest just won't cut it anymore.When did you last make a big purchase without doing a quick search online? Or posting a Facebook update: "Any good recommendations for a travel company to Vietnam?" The transparent market is making our purchase decisions more conscious and that's good news... Continue reading at 'The Guardian'

[ The Guardian | 2013-12-04 00:00:00 UTC ]
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A transparent market means rethinking the ways brands advertise

In the transparent marketplace it's what you do, not what you say, that makes the difference, and that's good for sustainabilityIn New York's Central Park recently, an old man was selling "Banksy paintings" for $60 apiece. His booth was right next to others selling everything from second-hand... Continue reading at The Guardian

[ The Guardian | 2013-12-04 00:00:00 UTC ]
More news stories like this | News stories tagged with: #google glass


Best Practices: Three Ways Marketers Can Go Back to Basics to Regain Market Share

When Led Zepplin wrote its iconic rock anthem in 1970, "Dazed and Confused," it could've been describing today's marketing landscape. I believe many marketers are simply scratching their heads about the right ways to reach consumers today. Billions of ad dollars are being thrown at a wide... Continue reading at Advertising Age

[ Advertising Age | 2015-07-30 00:00:00 UTC ]
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Marrying the craft of culture, marketing and technology serves as a true north for progress for brand execs attending Possible

The newly launched Possible conference held in Miami Beach this week focused on the importance of culture in the digital media and marketing ecosystem. Continue reading at Digiday

[ Digiday | 2023-04-20 04:01:00 UTC ]
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The Right Way to Build Brand Love by Hopping on Viral Trends

Richard Fox is not interested in contributing to the internet's abundance of "inspiration porn." As a former Paralympic athlete and a digital media coordinator at the Paralympics, Fox is playing into TikTok culture to drive a social movement forward. @paralympics Blind swimmers getting bopped. ?... Continue reading at AdWeek

[ AdWeek | 2023-04-10 20:00:00 UTC ]
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ChatGPT Is Already Influencing Skills for Advertising and Marketing Jobs

When IPG-owned performance marketing agency Reprise Digital began using a form of the same AI that powers ChatGPT a couple of years ago, it started with a test. The firm pitted its OpenAI-powered copywriting software, Transcribe--paired with human editors--against internal and external teams of... Continue reading at AdWeek

[ AdWeek | 2023-03-15 00:00:00 UTC ]
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Bloomberg Media Is Shutting Off Its Open-Market Programmatic Advertising

The business news publisher Bloomberg Media will stop serving open-market third-party programmatic display advertising on both its website and mobile app, beginning Jan. 1, 2023, according to chief executive officer Scott Havens. The publisher will also discontinue its use of vendors whose... Continue reading at AdWeek

[ AdWeek | 2022-10-11 09:54:39 UTC ]
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Marketing in the metaverse—what science fiction can teach brands about Web3

With marketing ploys that are just transaction schemes extended into a digital space, marketers are falling behind the innovation pack. Continue reading at Advertising Age

[ Advertising Age | 2022-09-22 09:30:00 UTC ]
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Apple’s must-see iPhone privacy ad, and how brands have been scaling up influencer marketing: Datacenter Weekly

Plus, Ad Age Agency Report 2022, Nielsen alternatives, macroeconomic news in a nutshell and more. Continue reading at Advertising Age

[ Advertising Age | 2022-05-20 17:50:22 UTC ]
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Roku opens up more advertising data for marketing mix modeling to better compete with traditional TV

Roku has struck deals with four marketing tech providers — Analytic Partners, Ipsos MMA, IRI and Nielsen — to provide data breaking down creative types, dayparts and ZIP code-level impressions. The post Roku opens up more advertising data for marketing mix modeling to better compete with... Continue reading at Digiday

[ Digiday | 2022-04-25 04:01:00 UTC ]
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Hearst launches blimp in the metaverse in a bid to show advertisers virtual co-branded opportunities

Hearst builds a Youth + Wellness Group Airship to show advertisers potential opportunities for virtual, co-branded experiences that can reach young female gamers. The post Hearst launches blimp in the metaverse in a bid to show advertisers virtual co-branded opportunities appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2021-10-08 04:01:00 UTC ]
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‘No one even notices a banner ad anymore’: Marketers see post-pandemic value in out-of-home advertising

As digital media becomes saturated with too many players and ad spend diversification remains top of mind, marketers look to out-of-home as an alternative. The post ‘No one even notices a banner ad anymore’: Marketers see post-pandemic value in out-of-home advertising appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2021-08-12 04:01:00 UTC ]
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What Boohoo’s bet on Debenhams means for advertising

The pandemic has catapulted digital media forward to such an extent that 2021 looks more like 2024. Continue reading at Media Week

[ Media Week | 2021-01-27 09:12:11 UTC ]
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Cornerstone wins five-way auction for Nike marketer's guide to creativity

Cornerstone has triumphed in a five-way auction to publish a guide to creativity from a former chief marketing officer at Nike, Greg Hoffman. Continue reading at The Bookseller

[ The Bookseller | 2020-11-20 06:18:40 UTC ]
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What Brands Can Learn From NASA’s Marketing of the Apollo Missions

The fear of nuclear annihilation during the Cold War was so palpable that a common joke at the time was: "What do you want to be if you grow up?" In the late 1950s, 60% of American children suffered nightmares about it. Hollywood didn't help. During the 1950s, science fiction crossed to the dark... Continue reading at AdWeek

[ AdWeek | 2020-09-14 00:00:00 UTC ]
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3 Creative Ways to Benefit the Bottom Line Beyond Advertising Revenue

Ever-changing external landscapes present both threats and opportunities for media firms. Shifting marketing budgets and the proliferation of free content challenge publishers that rely on advertising and paid subscriptions. Yet the industry is not cowering: the results of Folio:’s 2020... Continue reading at Folio Magazine

[ Folio Magazine | 2020-02-18 15:48:16 UTC ]
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Control and the marketing ventriloquist: How to improve your PR and advertising performance simultaneously

It's time for digital media and corporate communications teams to reach across the water cooler and really cooperate. Continue reading at Advertising Age

[ Advertising Age | 2019-12-04 10:00:00 UTC ]
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The 2019 Publishing Hot List: The Print and Digital Media Brands Paving a Way to Profitability

Media is dying? Don't tell that to the winners of this year's Publishing Hot List. Whether legacy media outlets or digital upstarts, these publishers are creating groundbreaking work, finding new revenue streams and otherwise nimbly adapting to an unstable landscape. Even as the president... Continue reading at AdWeek

[ AdWeek | 2019-10-21 00:00:55 UTC ]
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Brands missing from marketing of 'Joker'

It opened against the backdrop of gun assaults across the nation. It’s been criticized for gore and a sympathetic portrait of its homicidal protagonist. And it received an R rating for violence.  All of which could add up to why Warner Bros. has been promoting “Joker” as more of an arthouse... Continue reading at Advertising Age

[ Advertising Age | 2019-10-07 17:33:36 UTC ]
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Why Are Brand Marketers Investing in Magazines?

For retailers and companies looking to build deeper connections with consumers or cast a wider net for audience engagement, launching a print magazine is a bourgeoning trend. Online vacation rental company Airbnb, luggage retailer Away, dating app Bumble and golf equipment and apparel brand... Continue reading at Folio Magazine

[ Folio Magazine | 2019-08-06 16:28:13 UTC ]
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Facebook expands playable ads and transparency for brands

Platform is also introducing more transparency for advertisers on how effectively their creative is being used. Continue reading at Media Week

[ Media Week | 2019-05-29 15:49:28 UTC ]
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