Brands are drawing viewers in for more than just the Superbowl

Superbowl season is an exciting time for many. It’s the football championship of the year where the best teams of the season face each other in a head to head battle of the fittest. Though there are some fans that tune in for another reason. Ads, Superbowl ads tend to be the cream of the crop. Businesses take advantage of the large viewership to reach millions of football and marketing fans.

Big brands tend to make a big showing every year with clever ads that seem to be fighting to outdo each other. Some examples of great Superbowl ads are “It’s a Tide Ad” from Tide (2018), The Force from Volkswagen (2011), and Doritos Time Machine (2014). Seemingly more than in the past brands are building anticipation through serialized ad placements that will culminate at the Superbowl.  

“It’s a Tide Ad” from Tide (2018)

From 2015 to the 2019 Superbowl viewership decreased by over 16 million. Despite the drop, According to Business Insider, Fox is charging brands 5.6 million for the ad placement. Many brands are already running teaser ads. 

The death of Mr. Peanut

Though Planter released the Planter’s Road Trip creating an expectation for a big reveal during the Superbowl, it’s likely some will tune in just to find out the next installment in the advertising saga.  

In Planter’s initial ad, Mr. Peanut sacrificed himself in order to save the other passengers. The ad set to air during the Championship game will focus on the aftermath of the nut/man hybrid’s death.  

The Force from Volkswagen (2011)

Some ads to watch out for:

Superbowl 2020 is destined to be another year filled with great football as well as some great ads. Enjoying the competition between the best of the best ads yet again will be a highlight of the game undoubtedly.  

The Force from Volkswagen (2011)

Shoppers can now check out items directly from the search bar! 

Google has released yet another feature that allows users to browse and shop for products on various links at once. The new feature is incorporated in Search Results making it easier to shop for brands in multiple stores with a single click.

Google’s Shopping feature

When the users search for a particular brand, Google collects information across the web that matches the user’s keyword. The result page will then show a new section that highlights popular products that users can choose from. The products are from various stores and brands. 

Filters are available so that users can specify their search according to style, department, and size. Images shown are also interactive where product information such as price and the location of stores can be viewed. Users only need to tap on the images. To ensure the quality of products, users can read product feedbacks. 

The only downside to this is in the purchasing process. Users need to go to where the physical stores are located to buy the products they picked. 

How it is made possible

Denise Ho, Google Shopping’s group product manager, explained in a blog how the new feature works. More than a million online shops are organized in a systematic approach. The search engine also updates the data regularly. Brands and marketers are not charged when they are features in theGoogle Search Index. 

Google organizes products for over a million online shops into a systematic approach and updates the data ina regular manner. The participating brands and marketers are not charged to be featured in the Google search index. The company also provides a guide for retailers to learn what type of products are allowed to appear in the new clothing shopping feature.

What’s in it for marketers?

Google encourages marketers to set up their product feed in Google Merchant Center and apply structured data markup to product pages appropriately in order to be featured in the popular product section. 

This new shopping search feature is expected to generate traffic for businesses. The traffic will increase the revenue for featured brands. Ho further added that Google is excited to release the new tool and expand the said feature to have more categories and more indexed products. 

The cloud solution, BrightCove, has managed to integrate multiple channels in a single click. 

BrightCove, a video marketing tool, just made it possible for brands to create video campaigns in multiple channels with just a click. This cloud-based tool new marketing solution has several features including video optimization as well as thumbnail codes for email distribution.

What’s in it for marketers?

The Brightcove campaign is an all-in-one application that allows marketers to create and publish video campaigns with insightful data. This tool gives marketers the analytic options to analyze the difference between one business’ video content and another.  

Using Brightcove Campaign, marketers and brands are able to create, maintain, and optimize their video campaigns. It efficiently integrates all the metrics into one app to make it easier for marketers to produce videos with impressive results. 

Brightcove campaign features 

Brightcove Campaign enables integration from various platforms including Eloqua, Marketo, SalesForce, and Hubspot. There’s also Google and Google Analytics integration. The following are key features of BrightCove Campaign:

  • Adobe analytics
  • Google analytics 
  • Sharing on social platforms
  • The ability to make customized thumbnails
  • Easier video analysis using Google Chrome extension
  • Marketing integration with four of the marketing leaders
  • Single-click publishing capabilities, and more

Feedback from executives 

Airstream’s marketing manager and customer experience manager, Adam Grillot, shared how Brightcove Campaign proved to be effective for their company. They used the tool to create video campaigns easily. The integration helped them link their marketing technologies to improve their content marketing performance. The metrics in the BrightCove Campaign also enabled them to understand their audiences more. 

Mimi Rosenheim, DemanBase’s senior director also shared the same sentiment. Rosenheim said that being able to tag their video assets, being able to check how their video campaigns are performing in real-time, and the ability to compare their videos with the industry’s standard made it possible for them to assess their campaigns. 

Video campaigns are now a huge player in the advertising industry and will continue to grow as a prominent aspect of social content.  

People respond to video content and video campaigns are more effective in spreading brand awareness across an audience. BrightCove developed this new solution using feedback from their customers. Throughout the development of the project, the company worked closely with generation marketers to ensure seamless integration from across platforms. 

Disney+ app wins against rivals with 41 million downloads. 

Two months after its release, Disney+ reached a high-time download. For the PlayStore and Appstore, the app has been downloaded 41 million times in the US and has generated about $100 million in user spend. That’s four times more downloads than HBO has currently.

Sensor Tower released its data on the app trends for the last quarter of 2019 and based on the reports, Disney+ was downloaded 30 million times in the 4th quarter of 2019 beating other big-name apps such as TikTok, Messengers, YouTube and other apps in the process. 

Disney+ beats other SVOD in terms of revenue

The new TV streaming platform was able to gross over $50 million for the first 30 days of release defeating HBO Now and Showtime. In Q4, Disney+ took 16% of the total SVOD revenue in the U.S. despite launching very late into the game. By its second month, it reached 71% of Netflix’s peak revenue. As of now, it’s now able to generate about $97.2 million in consumer spending. 

What makes Disney+ different?

Disney+ launched its service at a time where people are already into the online streaming service. Disney+ took advantage of that. There’s also the international market that Disney included, this is something that its competitors did not have. 

Netflix Inc. remains at the top of the streaming chain 

Despite the growing streaming platforms in the industry today, Netflix still reigns as the top player among the streaming platforms. Netflix has the most number of subscribers at 150 million globally. 

Netflix’s success is different from that of Disney+ despite the latter’s impressive metrics. Netflix and Hulu were pioneers in streaming, and new services will be following the paths they’ve paved. Disney+ success can also be attributed due to what they’ve learned from Netflix and Hulu’s success. For instance, Netflix only offers some of its content for download; while Disney+ offers downloads of all its content.  

What does this mean for you?

Marketers go where people are and the online streaming service is where the people are. Brands want to reach their niche and these streaming platforms are one good way to do it. Ad placements will be something to look forward to and look into if marketers want to spread their reach. 

The company has also secured $150 million in income prior to launch.  

Quibi’s CEO Meg Whitman and founder Jeffrey Katzenberg and suggested an initial appearance of its incoming product, a streaming service at CES electronics expo on Wednesday. Prior to the event, the two execs, together with their colleagues shared their future plans for its business in their site. 

Quibi, the mobile-video startup company was established in 2018. It is scheduled to launch a new feature this year, on April 6.

Quibi is new but not a novice in the field

The company has raised a total of  $1.4 billion funds before it presents its new streaming service called “quick bites” or “quibis” for short. It is a 10-minute installment ($8/month or $5 with ads) approach that is programmed exclusively for smartphones.

Quibi’s strategic plan starts with advertising the service through social media and the digital industry. Most of the ads are for digital, which allows the company to target the millennials, the ones who spend most of their time glued to their smartphones. This is part of its “fishing” strategy, where they focus on where people gather most of the time.

However, it is still a big challenge for the company to introduce its name and how it works to its target audience of 25-35 years old. Quibi is still perplexed as to how it will be able to step up to the plate against its competitors or at least break the attention away from the market. 

Many are committed with ‘Quick Bites’

Quibis excite numerous advertisers even when it not out in the market yet. In fact, Quibi reported that it already hit its $150 million inventory for the first year. More and more advertisers are interested in the idea of being able to watch and stream videos exclusively on their mobile phones. 

T-mobile, Taco Bell, and Discover are some of the partners acquired by Quibi. Whitman also said that its company is partnering partnered with top ad techs such as Procter & Gamble and Pepsi to persuade millennials.

Introducing Turnstyle

Quibi also presented another new feature during the CES aside from quick bites. The company called it “turnstyle”, it’s a two-way option for viewers to watch movies. Turnstyle allows viewers to watch between landscape or portrait screen orientation through rotating the screen of their phones. The company also believes that the future of video streaming and entertainment lies in smartphones. It is the main reason why the startup is committed to invest and program various solutions that work solely for mobile phones.

Oracle Retail can now identify potential customers using first and third-party data. 

Marketers have one goal in mind – staying relevant. This will ensure that customers will return for more. Oracle Retail’s new offering, the Consumer Insight, is designed to help retailers to understand their customers better and center their strategies based on the traits of their potential clients. 

A survey conducted in partnership with Oracle supported the need for additional customer acquisition. The survey found out that 77 percent of retailers planned to increase their spend on this strategy this year. More often than not, retailers tend to sell to the wrong people.

It is important to reach the right customers. With the use of predictive data, marketers can analyze and explore new marketing campaigns to better care for their preferences. 

How does it work

Oracle’s Consumer Insights works with two important components: the business’ own customer information and third-party consumer data from the Oracle Data Cloud. These two essential details will help businesses in optimizing their campaigns with targeted offers. 

The Oracle Cloud also supplies profile-based information and transaction data with population statistics. Consumer Insights overlays this with the business first-hand data used to discover the traits of their best customers and create a new table for prospecting similar consumers. Retailers can also use the gathered information to target lookalike buyers with offers that are highly relevant to their needs and wants.

The significance of the new feature

“The value of data can’t be found in zeros and ones, but in human connections to the interests, experiences, and behavior of current and potential customers,” says Cecilia Mao, the VP of Oracle Data Cloud product.  

She further added that when businesses know their customers’ rapport in brands, products, and even their hobbies, they can build a more precise prototype to find potential customers and use it for various mediums to reach them. “When it comes to grabbing the attention of potential customers, every second and moment matters,” says Jeff Warren, the vice president of Oracle Retail. 

Consumers are more likely to buy from brands who they think understand their needs. Marketers also sell and increase their revenue better with targeted campaigns as opposed to mass ads. Consumer Insights allow marketers and brands to specify their ads to their target market, the data also enables them to make more accurate models in finding their potential clients. 

Authentic Performance can analyze over 50 data points from consumer’s interaction with digital ads and devices in real-time.

DoubleVErify announced the launch of its new solution for data measurement called Authentic Performance. This data measurement solution provides predictive data to businesses and marketers to improve their campaign performance and further increase their consumer engagement. Several clients of DV already used the new data measurement solution including the global brand Mondelez. The business is using the beta version of Authentic Performance to analyze and optimize their campaigns. 

Authentic Performance solution

DV has been providing solutions across the digital ad environment since 2008 and many companies have been able to take advantage of DV’s digital solutions to expand their reach. The solutions also helped many companies create resonating campaigns by using the data evaluated and analyzed. 

Authentic Performance assesses the entire ads’ presentation and also measures its intensity in certain aspects such as viewing time, screen-sharing, and audio performance. Other factors such as user-initiated events that occur between the device and its user interaction are also analyzed. 

Wayne Gattinella, the CEO of DoubleVerify mentioned that “Authentic Performance addresses a brand’s dilemma in performance measurement and actionability.”  He further added that today’s tools are either fast and simple with measurements such as “viewability” and click-through rate (CTR). While others are advanced with “data reported post-campaign.” 

These new marketing tools are expected to bring in positive results to global brands as it boosts not only their clarity of work but also their confidence in their digital expenditures. Advertisers will have more data and faster time to analyze the data available. 

This will them monitor which ad works and which one underperformed and which ones work fine. They can fine-tune their underperforming ads and replicate the ads that perform better. 

DV’s vision in creating the tool

As digital expenditures continue to rise, DoubleVerify hopes for the new tool for global advertisers to help maximize ROI and yield positive results. DV also believes that Authentic Performance will predict and analyze ad campaigns, in reality, allowing marketers to create worthy ad content. It also speaks for a brand’s dilemma in performance measurement and functionality.  

Digital ads are everywhere and it’s effectiveness have been proven multiple time. Aside from the fact that it is cost-efficient, it also reaches more customers compared to traditional marketing methods. Creating a solution for its continuous success is DV’s outlook turned to reality.

Despite the decrease, Instagram grows in profits

With apps like TikTok pulling from their users base Instagram is seeing a substantial decreased growth. The platform has had a slow decline in growth, though the percentage has just recently dipped below the double-digit mark. 

Since Facebook purchased Instagram in 2012 the platform grew exponentially. From June of 2016 to June of 2018 the platform doubled in size going from 500 million users to 1 billion active users. Additionally, it was estimated that Instagram generated 14 billion in revenue.  

Though when compared to Instagram, The Verge reported, TikTok is coming up on 1.5 billion users since it’s launch outside of China.

Emarketer estimated that Instagram’s decline isn’t a just phase and the growth will continue to diminish over the coming years. 

“Growth will be at 4.5% in 2020, revised down from 5.4%, and in 2021, it will be 3.2% instead of 4.1%. Contributing to Instagram’s overall slower growth is the fact that older age groups are not joining the platform as quickly as anticipated.”

All of that to say while Instagram is seeing a continued decrease in users joining the platform that can’t detract from the fact that Instagram is a powerhouse.  

Social media is an industry that is always in flux. New competitors are arriving every year to take a bite out of the industry, and Instagram isn’t a spring chicken when it comes to what’s new. 

Despite the news that the platform isn’t growing by leaps and bounds, “Instagram will account for nearly 25 percent of Facebook’s ad revenue in 2020. This figure is expected to grow to 30 percent by 2020.” 

These stats make sense when considering that 63% of Instagram users log in each day. 

The real take away from this news is that while Instagram has seen a decrease in news users the platform is on track to be more profitable than it has ever been, and will continue to see high amounts of traffic. 

Cadbury combines Streaming and Chocolate

Cadbury teams up with Amazon Prime Video to develop and launch “EATertainment”, a free-to-access video streaming platform for the chocolate lovers. It is the world’s first video-on-demand (VOD) platform with premium content available only for Creme Egg fans.

EATertainment is developed by its creative agency Elvis making it the first non-broadcast channel campaign of the brand. It is a new direction for Cadbury to reach out to audiences as it purposefully produces a ‘heightened’ cream egg experience. The original content of the video streaming sat exclusively on Amazon Prime Hub.

EATertainment as a new direction

“With the launch of ‘Eatertainment’, we’re turning the Creme Egg eating experience into entertainment. We’re going to offer people the perfectly paired feast for their eyes and ears when they tuck into a tasty Cadbury Creme Egg,” says Raphael Capitani, the brand manager of Cadbury Creme Egg.

The Mondelez International brand said that the VOD platform will also host several cinematic short films based on heated debates on how to properly eat the Creme Egg, apparently, there are conflicting ideologies about it. 

Fans will experience these cinematic pieces of the original ‘EATertainment’ content that is written and produced by Amazon itself. These cinematic videos will be on Amazon Prime Hub and viewers will be directed to of the brand. The content will also be put across YouTube, Facebook, and IMDb. 

EATertainment will also offer an “all-you-can-EATertainment” premium option to viewers. This gives the audience access to additional bonus content as they will scan a Creme Egg product.

Cadbury’s venture to the video platform

Capitani and the team have been thrilled to reveal this ‘eggciting’ new direction for Cadbury Creme Egg in its partnership with Elvis. It teams up with Amazon to have a playful take on burgeoning space in the digital industry and to change its marketing strategy. 

James Hudson, the associate creative director at Elvis added thatConsumers today either want utility or entertainment – and increasingly ignore brands and ads that don’t deliver against this.” Cadbury Creme Egg acted as an entertainment brand rather than playfully wading into the streaming war. 

This is not just the brand’s way to promote its seasonal Easter treat. With the new strategy in the video-on-demand platform, Cadbury Creme Egg encourages its fans to eat with their eyes and ears. There is a feasible reason as to why Cadbury turns to video advertising as its new direction of attracting people.

Last year, brands and marketers have started to venture into interactive ads to further promote their brand and raise brand-awareness across platforms. Other social media that brands used were Snapchat and TikTok. The interactive ads will seemingly continue to this year. 

This signals a significant next step for Walmart Media Groups’ efforts to attract large manufacturer budgets.

Walmart Media Group focuses on establishing an advertising proposition for brands and retail manufacturers. This brings the company’s ad sales in-house and bridging the divide between the store and digital ad teams. It also a part of its broader effort to build up its advertising business.

Walmart is making huge efforts to its e-commerce expansion with the launch of Walmart Advertising Partners. This will expand the advertisers’ direct access to their Sponsored Products campaign and give them more transparency and control. 

In their blog post, Walmart added, “We have something unique to offer brands, the ability to maximize campaigns with rich data insights – based on both in-store and online data – at scale.” Along with the launch is the announcement of its four initial ads API partners: Flywheel Digital, Kenshoo, Pacvue, and Teikametrics.

Walmart chooses its API partners

The blog post went on to explain, the first four partners of Walmart’s expansion towards its search offerings play a vital role in its e-commerce advertising. The partners lead the company’s advertising technology platforms with deep search experience and brand-friendly UIs. They also have a proven history of empowering brands through excellent advisory service and account support.

90% of Americans shop at Walmart annually and with nearly 160 million visitors in local stores and their website every week. Walmart enables brands to reach more customers as it allows measuring the advertising effectiveness across their entire shopping journey. 

Today, brands can tap into the company’s shopper footprint to get the right sponsored ad experience at the right moment through its partners. With the growth of its search offerings, Walmart meets the needs of its advertisers well. This allows them to access the most advanced search marketers and to leverage the power of Walmart through their partner of choice.

What’s next for Walmart Media Group

The expansion of its e-commerce advertising signals Walmart to attract large manufacturer budgets. As for businesses that utilize already use vendors to run Google Shopping or Amazon Sponsored Product campaigns will be able to switch on Walmart Sponsored Search campaigns with relative ease.

The company also offers advertising opportunities that will reach consumers as they are shopping similar to its rival, Amazon. This enables brands to target them with the use of their valuable online and offline shopper data. Earlier last year, Walmart Media Group has acquired the self-serve ad tech platform Polymorph and has integrated it into its existing ad targeting and measurement platform.