Blog Post

Move the Meter: Online Advertising that Breaks the Mold

Within limits of online platforms, brands still able to achieve creative results
December 11, 2017

With all the new technology available, it’s astounding that online display advertising — even at its best — often lacks the interactivity we expect from every other online platform.
Marketers are continually challenged to capture eyes and interest with less space and shorter attention spans. However, a few have chosen to leverage the constraints of online advertising to their creative advantage.
From ads that work like virtual coloring books, to mini in-ad magazines and ads fueled by augmented reality, a few brands have gone beyond Facebook Canvas and SnapChat filters. This new breed of disruptive online advertising is driving impressive results.
Even nonprofit and cause organizations without big marketing budgets can afford to think creatively in order to attract and inspire greater engagement with online followers.
Here are some other interesting reads that caught our eye this week.
Director of Outreach and Engagement Eric Anderson:
Here’s an early 2018 prediction: You’re going to want to shoot your TV again because of the deluge of campaign ads (if you still watch live TV, that is). Despite all the talk about Russian-backed social media political ads last year, those totaled less than $1 million, according to MediaPost. “Given the number of hotly contested races, the 2018 midterm elections are expected to set a new record in conventional U.S. ad spending” at $2.9 billion, MediaPost reports. The silver lining: These ads help finance local TV newsgathering operations. So it’s too bad campaigns don’t spend much on local newspapers, which could use the cash infusion.
Editorial Strategist Katharine Brenton:
Avoiding “content shock”, identifying “content marketing unicorns”, and milking strong content for everything it’s worth. These are the content-marketing must-dos for 2018, according to an interesting piece by The Content Strategist. (Though we would note there’s nothing trendy about the last point — repurposing strong content across owned media channels is an established best practice.) There’s a lot of good tips in here, including a great primer on writing a content strategy for anyone wondering where to start with that daunting task. The takeaway? “Content marketing is extremely difficult. It takes a lot of time, effort, and hard work. Anyone who tells you there’s an easy way to build a world-class content operation is full of it.”
Owned Media Strategist Laura Bernero:
The reduction in youth-smoking rates is a success story of social change fueled by a strong presence on social and digital media. Last week, Adweek reported findings from the Truth Initiative stating that their anti-tobacco advertising efforts effectively reduced tobacco use among U.S. teens and young adults in 2015-16, preventing an estimated 300,000 young people from taking up the habit. They credit strong branding and strategic digital ad placement for their success.

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