The success and failures of last year’s Christmas advertising campaigns are now available for all to compare and here, Josh Krichefski takes a look back at which advertisers delivered some real crackers, what brands can learn from the winners and losers – and what they should put on next year’s Christmas list to ensure their festive advertising success.
Did the John Lewis TV ad ‘Moz the Monster’ prompt you to buy from that retailer . . . or do you fast-forward through the ads? Sweet seasonal telly ads leave a bad taste in the modern connected-up world, says Alex Hill – who believes brands busting their budgets on a big Christmas TV ad campaign should instead think audience-first, with social and digital activity leading the marketing, rather than the other way round.
Global spending on native ads is predicted to hit $85.5bn a year within the next two years; it’s a format that is deemed to offer a more appealing and engaging user experience and is thus rapidly growing in popularity among marketers and brands – likely to overtake banner ads as the field leader in display advertising. Here’s a glimpse into tomorrow’s digital ad world and what the more creative, relevant and editorially compelling native advertising 2020 could add up to.
Advertising with a social consciousness – putting human welfare above profits – has gathered momentum, with societal marketing becoming mainstream. Mike Alhadeff focuses on disability and how marketers have been displaying sensitivity and a conscience, especially since London 2012.
Whether B2B, B2C, Enterprise, SMB or a start-up, sports sponsorship is important to marketing strategy, says Ishveen Anand. Here, she explores how sponsorship has primarily been viewed as a channel reserved for the biggest brands with the biggest budgets – but she calls for a recount, showing how smaller brands can successfully take part in sports marketing.
Ten years on from the first airing of the hit TV series Mad Men, about a ‘golden age’ of advertising – a world of sexism, racism, hard drinking and even harder smoking – Dale Lovell looks at how the ad world changed after Mad Men and why the modern era of technology, appropriate data targeting and creative must coexist in order to maximise today’s advertising campaigns.
Are your ads having a more emotional impact than a large spider? Sadly not: consumer neuroscience shows that nearly two-thirds of today’s ads would be out-performed by an arachnid. Marketers may be failing with their campaigns because they are simply relying on their product messages, rather than leveraging emotional impact to better engage consumers.
Adestra asked marketing agency executives about the role email plays and where the industry is heading. The findings reveal agency success with email marketing and strong ROI from email campaigns.