Category: Branding

Why CPG Brands Are Killing It on Instagram

califa-20160126035254387Instagram advertising saw 400 percent growth from August through December, according to Brand Networks. Consumer packaged goods, fashion and retail are among the top spenders. It feels a little bit like coming full-circle back to the days of glossy magazine ads. What’s different is that, instead of hoping people will buy the magazine, you can not only target who you want to reach on Instagram, you can also encourage them to distribute your luscious product shots to their friends.

Adding an adorable baby never hurts, either.

Forget fashion. CPG brands are leading the way on Instagram

In-App Advertising Is Moving from Install to Brand Ads

Brand ads delivered by inMobi
Brand ads delivered by inMobi

The app frenzy of a few years ago led to a goldmine for app developers, who profited from other developers seeking attention for their own apps. Now, consumer brands have jumped in full-force. These brands don’t expect direct sales, they hope to get consumers to download their own branded apps. The end game is building up databases of mobile customers that they can match to their existing CRM databases.

The story has comments from inMobi and Taptica.

Second Wave of In-App Advertisers Seeks Customer Acquisition, Not ROI

 

First steps toward programmatic TV-buying

Broadcast and cable networks took a big step forward at the 2015 Upfronts by pitching various data platforms and services to help advertisers target audiences by buying habits as well as demographics, or to calculate the effectiveness of TV campaigns. Most of these are at the “initiative” stage; the big step is just the fact that they’re working on this problem.

Networks Take Baby Steps into Data, and Buyers Shrug

Can Native Advertising Be Programmatic?

My editor liked this idea because it contained not one but two ad-world buzzwords. Programmatic content is also a concept that scares us journalists and content creators to death, stinking as it does of robots and the bad old days of content farms.

However, programmatic native advertising has been with us since, arguably, the earliest days of AdWords. This article for Campaign US explores in depth where programmatic makes sense for native advertising, how it’s already being used and whether premium publishers will be able to keep raking in premium rates for native articles on their sites.

Native Programmatic: Apples and Oranges in the Same Basket

How to Make Your Brand Content Work Extra Hard like Subway Does

cimorelliSubway hasn’t connected the dots between its two web series and in-store sales, but it does an excellent job of creating an ecosystem of content assets for each one while forging complex ad/distribution deals. Read all about it in Summer with Cimorelli: Inside Subway’s Hit Web Series.

Are We Having a Content Bubble?

The emphasis on brand content and content marketing is great for us writers, and I’m heartened by how many companies are talking about the importance of quality in that content. But I have to wonder: How do companies know that their brand content is producing results for them?

In the first part of a two-part series, I looked at how — or whether — companies are measuring the effects of branded content, and whether things like page views or engagement are valid ways to asses them.

Content Bubble: Does Anyone Know Whether Content Marketing Works?