Tag: era

Advertising & Marketing

Marketing enters its Taylor Swift era: Here’s what the numbers say

Taylor Swift’s star has never shined brighter. From her blockbuster Eras Tour to her recent NFL appearances, the pop star has become a beacon of economic success. Even brands not directly associated with her have felt the benefits from the Swift Army, or attempted to get in on the hype.

Notably, her rumored relationship with Kansas City Chief tight end Travis Kelce has raised the profile of advertising campaigns in which he features significantly. For example, two Campbell Soup ads featuring the tight end drove 287% more engagement than ads not featuring Kelce, according to data shared with Marketing Dive by Edo. After Swift attended a game, ad effectiveness went up 4%.

A Pfizer ad featuring Kelce has been 27% more effective at driving engagement than those without him. Those who saw the Pfizer creative on TV, which depicted the football star getting his COVID-19 booster and flu shot at the same time, were 32% more likely to engage with the brand online after Swift’s first game appearance, according to Edo.

“Her massive fan base is incredibly supportive of brand campaigns and TV programs that feature the artist,” said Kevin Krim, CEO of Edo, in a statement to Marketing Dive. “Now we’re also seeing Swift’s association with other talent, like Travis Kelce, also lift the performance of their ads, at least in the context of the relationship such as during an NFL game that she’s attending.”

With the Eras Tour set to end in November of 2024 and a tour film releasing this month, Swift mania is not likely to be going anywhere anytime soon. Just how long the intensity can hold has yet to be seen. 

Rising tides

The rumored relationship between Swift and Kelce brings together two of the biggest forces in American culture: pop music and the

… Read More ...
Advertising & Marketing

Digitas North America’s Ariel Sims assesses the Threads and X era of the social ad market

Subscribe: Apple Podcasts • Stitcher • Spotify

For all the attention being paid to X (née Twitter) these days, Ariel Sims is keeping a closer eye on Meta’s Threads at the moment. Between the two text-based social platforms, the latter is the one that the svp and head of paid social at Digitas North America said she’s spending more time talking with clients about and thinking about.

“We’re having more conversation around [Threads]. But because my remit is typically in paid [advertising and] there’s no paid advertising on Threads, it’s more of a POV around what are you seeing, what’s the usage looking like, how do we play in that space,” Sims said on the latest Digiday Podcast episode.

Threads usage appears to have gone down significantly since its launch in early July. According to Sensor Tower, daily usage was down 82% in less than a month. Nonetheless, Sims sees Threads staying in the conversation for “at least the next six, eight months.” At which time Meta may finally introduce ads on Threads after playing coy on its ad plans with ad buyers so far.

“All we know is that it’s not this year [when Meta will introduce ads to Threads]. That’s the only thing that we’ve heard,” Sims said.

Here are a few highlights from the conversation, which have been edited for length and clarity.

Expectations for Threads ads

I think it’s going to roll into [Meta’s] native platforms and ads manager. That’s my assumption. Like as an additional placement, which makes sense. More inventory equals lower CPMs.

Threads vs. X

What I want to see with Threads ads is how it differentiates itself from X. One of the strongest advertising products on X has got to be Amplify, the pre-roll [ad] into content that people want to see.

… Read More ...
Advertising & Marketing

Greenwashing era is over, say ad agencies, as regulators get tough | Marketing & PR

Across the advertising industry, agencies are wrestling with their role in greenwashing scandals and their support for clients driving the climate and nature crises.

Companies are to face stricter rules from regulators in London and Brussels over what they can tell consumers about their role in the climate crisis and the loss of nature. Terms such as “carbon neutral”, “nature positive” and those concerned with offsetting are to undergo greater scrutiny by organisations such as the Advertising Standards Authority in the UK. In order to take meaningful action, agencies must also reconsider their relationships with major polluters, industry insiders have said.

“The era of unspecific claims such as ‘environmentally friendly’ is over,” said Jonny White, senior business director at AMV BBDO, which works with companies including Diageo, Unilever and Bupa. “Misleading environmental claims are under the microscope from advertising regulators, consumer watchdogs and even governments. The risks of getting it wrong are huge, with brands being shamed publicly when they are guilty of misleading the public,” he said.

Creative members of advertising agencies are having to work closely with their legal teams when advising clients on their climate claims, insiders have said, with an increased risk of fines and advert bans in some countries.

In the UK, the Ad Net Zero programme was launched in 2020 in a bid to reduce the carbon impact of the advertising industry’s operations to net zero by 2030, but many agencies are developing in-house teams for sustainability-focused campaigns.

“In many client organisations, there is still a big gap between the marketing and sustainability teams. They have different, often competing objectives, and are accountable in very different ways,” said Ben Essen, global chief strategy officer at the global marketing agency Iris Worldwide, which works with firms such as Adidas, Starbucks and Samsung, and is also

… Read More ...
Advertising & Marketing

A new era for alcoholic beverages advertising gets a slow get started

The first activity adhering to Anheuser-Busch InBev calling it quits on its 33-calendar year alcoholic beverages marketing monopoly, Super Bowl LVII signifies a milestone instant for the alcohol brand names who could make an in-sport appearance. For many, the spotlight also ushered in the challenge of living up to the hoopla.

In spite of the force, the opportunity proved far too huge to go up, even with a $7 million price tag for a 30-second industrial in this year’s video game. Alcoholic beverages purchase-ins arrived from new faces which include Crown Royal, Rémy Martin and longtime absentee Molson Coors, among the other folks, and spanned many sectors which include beer, canned cocktails and spirits like cognac and whiskey. Heineken devoted its location to its non-alcoholic beverage presenting.

And whilst its exclusivity was nixed, AB InBev also showed up, paying for 3 minutes of nationwide airtime to spotlight brands Busch Light-weight, Bud Light and Michelob Ultra. Although the brand name experienced to share the spotlight — the match was viewed by 37 million households — competition from other liquor advertisers did not adjust its designs a lot, according to Ricardo Marques, vice president of advertising and marketing for Michelob Extremely.

“The Tremendous Bowl is the largest stage in the nation. You have just about every one brand hoping to set their very best foot ahead. That has been the scenario given that the really inception of the recreation by itself. So our solution continues to be the exact same,” Marques instructed Internet marketing Dive. 

New game, exact playbook

In the course of the broadcast, a lot of advertisers struggled to dwell up to the hype, rather opting for star-studded commercials that played it secure but struggled to tell a story. The concept was mirrored amongst liquor brand names. For illustration, Remy

… Read More ...