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What Snapchat’s Woes Mean for Advertisers
Nov13

What Snapchat’s Woes Mean for Advertisers

How many CMOs will stand up and show that they’ve driven real results by spending on Snapchat advertising?

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Super Bowl Advertising: Winners, Losers and Lecturers
Feb07

Super Bowl Advertising: Winners, Losers and Lecturers

In Communicus CEO Jeri Smith’s latest piece for the Observer, she cuts through the Super Bowl advertising hype and explains which ads actually worked. That means a focus on brand-building rather than entertainment for the sake of it. An excerpt: After every Super Bowl, pundits weigh in on which ads were the best and worst. But those lists all focus on what was entertaining, rather than which ads are likely to boost sales. In that respect, Super Bowl commercials tend to struggle—no matter how funny or poignant they are. Last year, only one-third of viewers of the typical Super Bowl ad could connect the spot to the brand being advertised. This year, advertisers shelled out at a rate of $10 million per minute for Super Bowl media buys—plus tens of millions for creative, production, agencies, PR and associated costs. As ever, there were more duds than triumphs, but some brands did manage to pull out a win. To find out which advertisers nailed it this year and why they rose above the crowd, read the whole piece.   Featured image by Samantha Levang, licensed under Creative...

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An ad or a show? Some say YouTube Kids blurs the line
Apr22

An ad or a show? Some say YouTube Kids blurs the line

Pop quiz: Which of these are commercials? A video describing what McDonald’s Chicken McNuggets are made of. A video showing LEGO toys being opened and assembled. A video in which characters from the Disney movie “Frozen” drink Sprite. All appear on YouTube Kids, a new free app — described as “kid-friendly content” for “curious little minds” — that mixes ad-like videos with traditional shows. On Monday, a Boston consumer group told federal regulators it’s hard to tell the ads from the programming, so YouTube Kids should be subject to federal rules on deceptive advertising. Click HERE for...

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Super Bowl marketing shift: Brands don’t have to play (on TV) to win
Jan30

Super Bowl marketing shift: Brands don’t have to play (on TV) to win

A number of large companies have decided to sit out advertising during this year’s Super Bowl, giving smaller brands and marketers with 360-degree campaigns a chance to shine during the big game on Sunday. M&M’s, H&M, Dannon, and a number of major automakers, such as Volkswagen, General Motors, Ford, and Lincoln are among those that have decided not to run ads at the NFL’s marquee event on Sunday. Yet even with the exorbitant price to run an ad, viewers don’t have to worry about a Super Bowl commercial drought, since many brands are joining the marketing madness for the first time or returning to the game after years away. “In the last few years, we’ve seen that some of the lesser-known brands have had the most impact because they’re not known yet, so you have this huge platform to get your name out there,” explains Jeri Smith, CEO of advertising research firm Communicus. Click HERE for...

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Super Bowl advertisers may resort to ‘guerrilla’ means to get eyes
Jan30

Super Bowl advertisers may resort to ‘guerrilla’ means to get eyes

In the high-stakes battle between advertisers at this year’s Super Bowl, top corporate brands such as Budweiser, Doritos and Pepsi are once again spending record amounts for precious time during Sunday’s big game. But some researchers and advertising veterans say a more low-key guerrilla marketing campaign might be a better option for companies who want to piggyback on the Super Bowl’s shoulder pads without breaking their ad budgets for the rest of the decade. Communicus’ Jeri Smith weighs in. Click HERE for...

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Communicus Weighs in on Super Bowl Ad Effectiveness on CBS MoneyWatch
Jan21

Communicus Weighs in on Super Bowl Ad Effectiveness on CBS MoneyWatch

With the Super Bowl typically scoring as the country’s most watched event of the year, the broadcast has no problem attracting some of America’s biggest advertisers. Yet squeezed in among returning stalwarts such as Anheuser-Busch’s Budweiser are often several newbies, brands that are ponying up $4 million or more to make their Super Bowl debuts. This year, the game will include several fresh faces during the commercial breaks, including cruise line Carnival Corp., the candy brand Skittles, and web development platform Wix.com. Click HERE for...

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