Tu 5/2 - Experiential Marketing | Poke Fun At Rivals | Build Your LinkedIn Network | Nice Beaver
It's Tuesday May 2 2023. Let's nerd out.
The ad nerds podcast delivers ad industry news every weekday. We are the go to source for people who spend money on advertising, covering Big brands, small businesses. And of course, the latest marketing trend is me Spanky Moskowitz, the show's host and the nearly 40 year veteran of the ad industry. I've created campaigns for Budweiser m&ms, Frito Lay the NFL and NBA, I created over 100,000 ads generating hundreds of billions in client revenue. If you're in or interested in the world of advertising and want to stay up to date with the latest news, the ad nerds podcast is the perfect place to start.
The world of marketing is constantly evolving in AI or artificial intelligence is now being incorporated into live events like never before. Advertisers are starting to use AI to collect on site visitor data and track the sentiment of event goers in real time. By doing this, marketers can now use experiential campaigns for more than just building brands. They can turn them into drivers for performance marketing. The experiential industry has always focused on brand building with less emphasis on strategic marketing. But agencies like invisible north are starting to collect data from users using facial recognition and brainwave tracking technologies and clients experiential campaigns. This allows marketers to use in person experiences for much more than just splashy brand awareness plays. While it's still in its early phases. tech giants like Adobe and Autodesk are developing tools right now that will be critical in taking these campaigns into performance level. In the future festival goers could walk into a Bacardi activation at Coachella and get personalized drink recommendations. But the platform needed to do seamless execution of this they're just not ready yet. So while AI is still new and exciting, advertisers should be aware of overusing it. Advertisers shouldn't take AI and use AI for the sake of using AI because it risks becoming gimmicky and then losing some of its shine. And I'm sure we're gonna hear tons more about this type of AI usage. In the coming months and years.
Olive a new cryptocurrency exchange has debuted its first national campaign with a pair of 30 second spots created by quality meets the ads humorously take action or take game at Tech bros in an effort to make crypto investing less complicated and more accessible to everyday people. The first spot highlights the arrogance of an elitist billionaire coders who speak in vague acronyms, acronyms, and VR loving nerd who claims that crypto is the future. The second spot takes on the skepticism many people have about the spaces exclusiveness the edge shows tech bros treating crypto as their own personal club grifting selling worthless coins and another wealthy jerk who flies a jetpack over his swimming pool.
Olive wants to serve regular people for regular tasks such as paying a handyman or sending money to a family member. All of his being launched by coin flip a Bitcoin ATM operator. If you run a small business, you can literally by the way, make an ad like this with a couple of iPhones and a Bluetooth mic now yes, they did full production value and it was an expensive add to shoot. But if your business competes against big chains, you can simply make a joke out of their process versus yours. You know, the other day I talked about coffee shops, right? So let's say you own a small restaurant or a pizza place. You can see a guy sitting on his couch, right? He's trying to order a pizza from one of those big chains, mobile apps and he's looking angry and frustrated. And then a voiceover would come in trying to order pizza from them. And then you cut to a scene of the mom and pop pizza shop with a smiling friendly employee taking an order from a customer. Then you hear the voice over again. Their app has all the bells and whistles but Why complicate things when all you really want is a large pepperoni. Then you see a scene to the guy at home. He's still struggling with the big chains app trying to order it pepperoni pizza, right? You can literally create an ad using an iPhone and a Bluetooth mic if someone's talking at it, and it's clean as can be. So, if you need help with that, hit me up. I'll walk you through it. The process is fairly straightforward.
Targeting is banned in the NFL, but targeting your perfect customer, Amazon tackles a challenge and your business could win because of it next.
Amazon, anybody hear them? Yeah, okay. The E commerce giant is ready to tackle NFL ads, which big brands have been asking for. This is great news for Amazon's streaming potential, which the company is eager to sell to advertisers. Amazon has been making prestige program with originals like the expanse Rings of Power, the marvelous Mrs Maisel nasal nasal Yeah, but those were all made for its ad free service Prime Video. Now Amazon is promoting its ad supported free app free V, which competes with peacock Disney plus Roku and others won a free vs buzzy new shows as jury duty which debuted last month. According to Alan Moss VP of global sales at Amazon ads. The program was the subject of many pre upfront conversations with brands. James Marsden known for his role in X Men Sonic the Hedgehog, Westworld among others stars in jury duty, and made an appearance at Amazon's new friends presentation on Monday night. This happened in New York City same place that YouTube made their announcement yesterday. Amazon is putting more weight behind freebie by announcing plans to stream more of its original content to the platform, which launched in 2019. Under the name IMDb TV. Amazon is also promoting its other video platforms such as fire TV, Prime Video Twitch, and the recently acquired at MGM plus. But Amazon has another decade to stream Thursday night football in its deal with the NFL. And it has made a ton of updates to his ad services going into the 20 to 2023 24 football season. And one of the major announcements which had been expected this year is now official, NFL advertisers will now be able to target ads during the games. So let me clarify this. So brands had been asking Amazon to make targeting available otherwise advertising on streaming looks the same as on TV. Well, now football, advertisers will be able to run audience based creative MOSAID using Amazon insights to serve different creatives to different users all in the same ad break. So let me paint this vivid picture for you. If you can't get this vision in your head. You could be watching TV in your house Thursday night football. Your neighbor could be watching TV Thursday night football in their house both watching on Amazon, right? You're seeing one ad because of your buying preferences and user data audience based creative. They are seeing another ad because of audience based creative and user data. On the measurement front, Amazon announced partnerships with eyespot and video M. And it touted Amazon's marketing cloud its version of data cleanrooms that brands can use to connect their first party data to Amazon audiences.
Remember first party data is data you own customer data that you've acquired organically naturally, through signups through customer purchases all that stuff. Amazon wants to enable brands to track results even when sales happen outside of Amazon's own ecosystem out of their ecommerce store. The idea is to help brands plan optimize and measure campaign outcomes across Amazon properties and third party stores. By the way, Amazon's ad business grew 21% to 9.5 billion in the first quarter of the year, while Google's total ad revenue dipped but was basically flat year over year in the first quarter 54 point 6 billion and YouTube's ad revenue declined 2.6 to 6.9 billion am Amazon and Google are competing in digital video, commerce related advertising and ad tech. Now I know what you're thinking. Yeah, but Spanky, I am not a big business. I don't have the budget to run during a football game, right? Well, first of all, with Amazon's ability to target ads during NFL games, small businesses could have a great opportunity to reach larger engaged audiences. And now with the option to run audience based creative small businesses can make sure their ads are seen by the right people. But it doesn't stop there. Amazon's Marketing Cloud is also making it possible for businesses to connect their first party data to Amazon audiences. This means businesses can track their campaign outcomes across Amazon properties, and third party stores, and use that data to optimize their ads for better results. With these improvements, Amazon's ad platform is definitely looking good and has a lot of potential for small businesses to get more exposure and to reach their target audiences and to do it way more effectively, and make more informed decisions about their ad spend.
Okay, people, it's time to stop with the douchey DMS on LinkedIn. If you want to build your LinkedIn network and sales, please, please do it the right way. Let me walk you through through the steps to strategically connect with your ideal followers and turn them into customers. The first step is not to send them a douchey DM. The first step is to cultivate your network by actively seeking out and connecting with the right kind of followers. Start by mapping out your ideal professional network identify who they are, right? How can they help you meet your objectives, consider their job titles, or roles, industry seniority levels, those are all things you can identify in LinkedIn. And once you've identified them, you can use LinkedIn search bar to find people who fit these profiles and add them to your network. But wait, there's more. You can also browse, browse company pages to find the decision makers in those relevant job titles or roles. And if you're super serious about building your network, you can always upgrade to their Sales Navigator tool. With this premium product, you can create personas, and lists of ideal customers in just a few minutes, which makes it super easy to streamline connections and build your network. But now that you've connected with your ideal followers, you need to engage with them. Make time every day for engagement and make it count. Reactions are great, but high level engagement like thoughtful comments and reposts will have an even bigger impact on your reach. And don't forget to curate your LinkedIn feed by following relevant hashtags and staying on top of industry news in your business. Lastly, publish your own content and start conversations and add value to your followers feed. Create a content plan that avoids hard sells, and instead focuses on answering questions explaining concepts, or sharing unique insights or data. And don't forget to interact with engaged followers by answering questions and sharing relevant resources. Just remember, don't use the opening line of Oh, I see we have multiple connections or hey, we're in the same industry. It's old, and it's spammy AF coming up, who doesn't like a heart work?
Have you ever seen a whiskey ad with beavers in it? Well, you're about to Whitman's woodsmen whiskey has put hardworking beavers into their TV ad campaign and it's generating a lot of buzz. The ad was created by Mr. President, an agency that has beautifully simulated the human nature of hard working beavers. The ad depicts how a tiring job can be settled down by having a bottle of the woodsmen whiskey. Unlike other whiskey ads this one celebrates the Woodcraft and common beavers working habits. If follows a natural habitat crowded with long tooth beavers and the creatures start their day by cutting down heavy coated logs with sharp leads using a handsaw. Some are tearing down wood with an axe while others are hammering nails in a wooden barrel. The Woodsman ad tells how hard earned reward rewards these beavers and we'll get them in front of the woodsmen whiskey bottle, which in turn is well earned. Later we see these painstaking beavers enjoying their rewards and bubbly tub baths.
Mr. President has carefully chosen the best mascot for this campaign. And no one can truly depict the real power of the woodsmen whiskey than these dedicated beavers. after it's released, the ad is now everywhere on the internet. Whether it's YouTube or Instagram, people really appreciate the new stance on Woods woodsmen whiskey, marketing director whiten Mackay Steven Pearson SAYS THE WOODS Minix be the woodsman has experienced strong growth since launching in the UK. And with strong growth ambition, we needed an impactful campaign that stands out in a category full of craft cliches and authenticity tropes. We're incredibly proud of this distinctive creative and look forward to seeing the beavers out in the wild. Who would have thought that a beaver could make a great brand basket and who doesn't love a hard working beaver? Hey, if you liked the ad nerds podcast please subscribe on Apple Spotify or wherever you listen. Give it a five star rating and a review that would be appreciated.
That does it for the ad nerds podcast for Tuesday May 2 2023. Spanky out thanks for listening and watching on YouTube.
Links:
AI Brings Performance Marketing to Experiential Strategies: https://adage.com/article/marketing-news-strategy/ai-brings-performance-marketing-experiential-strategies/2491626
Crypto Brand Olliv Spoofs Tech Bros in First Campaign: https://adage.com/article/cmo-strategy/crypto-brand-olliv-spoofs-tech-bros-first-campaign/2398141
Amazon Tackles NFL Advertising, and You Win: https://adage.com/article/special-report-newfronts/amazon-newfronts-freevee-nfl-ad-targeting-and-measurement-updates/249190110
Tips for Building Your LinkedIn Network and Sales: https://www.socialmediaexaminer.com/how-to-use-linkedin-to-build-a-valuable-network-of-professionals/
The Woodsman Whisky Puts Hard-Working Beavers in Its TV Ad: https://brandingforum.org/news/the-woodsman-whisky-puts-hard-working-beavers-in-its-tv-ad/