According to Ad Age CREATIVITY online, the Brazilian office of Ogilvy has come up with a truly functional print advertising. The magazine ad for Glacial beer helps drinkers chill beer bottles in half the time. Simply soak the ad in water, wrap it around a beer bottle. Place the bottle in the freezer and bingo! ice cold in half the time. What’s the secret? Salt particles embedded in the paper help expedite the process.
It’s true. The mobile revolution is here. Smartphone penetration in US households is at 70% and rising. The average American now spends 7 more hours per month on their smartphone than they did in 2013. For many, using mobile phones may have crossed the line from a being a highly functional communication device to an addiction. As of last year, 63% of women and 73% of men ages 18 – 34 say they don’t go an hour without checking their phones. (But we’ll save the FOMO – Fear Of Missing Out – conversation for another blog post).
It also may surprise you to realize that making phone calls is now the 5th most used feature – after Internet, social media, music and game play.
Perhaps the most significant smartphone usage increase has been in mobile video consumption. In fact, more than 50% of Verizon’s mobile traffic is now video, with 66% predicted by 2017.
Interestingly, according to Nielsen, while people spend more than 38 hours per month on their phones, mobile comprises only about 4 percent of total advertising spending. Industry executives debate this figure since many online advertisements are actually being consumed via the smartphones of mobile consumers surfing the Internet.
So get ready for more helpful (and potentially annoying) advertisements coming to your smartphone. According to mobile advertising professionals at a recent conference, marketers are now better equipped with mobile measurement tools than ever before, giving them the ability to dive into mobile advertising with higher confidence. Mobile is here to stay, and will dramatically change how we think about engaging with consumers.
A billboard for engineering university UTEC in Peru purifies air up to five blocks away. The campaign is a “do, not say” approach to the importance of an education in engineering and technology. Situated within the construction site of UTEC’s new campus, the billboard can filter 100,000 cubic meters of air per day. You can watch a video about the project for more details.
Samsung recently released its first curved UHD television in Europe and is promoting with a brilliant and cinematic TV ad by CHI & Partners . Unlike other electronics commercials, this one perfectly captures the real reason why you NEED this TV. The spot was filmed entirely in 4K (which is to say – four times Full High Definition). CHI & Partners shot this on location in New Zealand with Park Pictures. Check out the awesomeness. Hopefully we’ll be seeing this television and this commercial in the US soon.
The collaboration will create the largest full-service agency in Western North Carolina, Native Marketing and Element Advertising have entered into a strategic business agreement that will bring the branding, marketing, creative and management talents of both agencies under one roof. The partnership unites some of the most respected advertising and marketing executives in the region, including Element founding partners Jack Becker, Rob Young and Matt Levin, and Native Marketing founder Craig McAnsh.
Read official press release here: PressRelease ElementNative.
While researching for a Native Marketing new client – Boyle Enterprises – we discovered a unique magazine ad for Nivea that recently ran in Brazil. The ad doubles as a solar charging panel complete with USB charging port. That’s right, an advertisement in a magazine that captures sunlight to charge your smartphone so you never have to leave the beach! What a wonderful idea Nivea! Here’s a link to the video.
While most are beautifully shot and/or very appropriate for the Instagram audience – some have been bashed for their “out of touchiness.” The idea of Instagram advertisements is great, don’t get me wrong. Brands that desire a strong emotional connection with consumers can really make this platform work well. Just don’t’ blow it. Check out this recent article from AdAge about Instagram’s move to daily advertising.
Things are not always as they appear is the precept of Honda’s newest TV spot. “An Impossible Made Possible” is the message that highlights improved CR-V features such as better mileage for the 1.6 i-DTEC Diesel model. Forced perspective and anamorphic illusions create a mind-bending ad for the CR-V. At one point, the car rapidly approaches a row of five concrete traffic bollards. As you cringe in preparation for the impending crash, the camera pans right to reveal the barriers as painted asphalt illusions, allowing the CR-V to effortlessly drive through. Try repeated viewing to catch all the creative illusions Honda applies in this innovative car commercial.
According to ComputerWorld, revenue from mobile ads and searches more than doubled in the first half of 2013, reaching $3 billion, as advertisers began seeing value in offering ads over tablets and smartphones.
The increase was 145% over the $1.2 billion recorded for the first half of 2012, according a report released yesterday by the Interactive Advertising Bureau.
Analysts and the IAB attributed the surge in mobile to several factors, including an ability to better measure the success of mobile ads.
Marketers continually look for ways of creating buzz and engagement with target consumers. Media based products such as films and television shows often have a difficult time accomplishing this type of effective brand engagement in real life situations outside the movie theater or home viewing environment. The marketing team behind the remake of the movie Carrie – launching on October 18th – have created an amazing example of experiential marketing that nails the brand. Check out this video.