Week Three: Advertising
Part 1: Consumer culture and advertising is around us all the time.
Advertising is part of our lifestyle
Advertising becomes ambient
Many do not notice ads anymore, usually extremely repetitive
o 84% millennials say they don’t notice ads on social sites
In game ads – product placement
o Increase realism
o Non intrusive
25% household spending when Gatorade was in sports game
Researchers say you only need a half a second exposure for brand
Property brothers: Rona, home depot, sears, Homesense
Top chef: high end appliances, kitchen air
Project Runway: luxury brands, clothing, hair care
Apple has a relationship with Hollywood. Researchers found in 2011 apple products
appearing in %42 of Hollywood films.
Popular culture productions in this class are all advertisement supported.
We will talk about advertising every week
If advertising is entertaining it will not be considered as advertisement: example
super bowl trailers.
Mobile Applications that are developed by brands and consumed by us, could be a
game or app.
Example Beverly Wilshire hotel: able to book room service, spa appointment,
call valet, make reservations.
Kraft: Give you recipe videos, shopping list, budget
Coloursmart: Take a picture and see what colour paint would work
BMW: game get your car out of the traffic jam and when you win you get a
better car. Aspirational game
A picture is worth a thousand words:
243,000 photos uploaded every minute on facebook
Mobile optimized visual content: breakout trend for 2012
Pinterest is being a ecommerce website the CEO is saying that more brands should
be changing the layout to grids. Browsing on pinterest is an easy experience. We are platform agnostic, we would rather look at sears pictures on pinterest then ugly
sears website layout. We have layout expectations.
New expectations of relevance: Google is responsible for increasing our intolerance
because Google’s serves up relevant and permission based and timely. If I Google
running shoes all my ads on the side have to do with running shoes. They are giving
you more options.
Social Advertising is the default: They have to have some social component in their
campaign. In 2013 50% of teens impacts all their purchases, Facebook. 2 : Twitter
3 Instagram. When our friends recommend a product we are more likely to
remember it and purchase it.
Permission marketing: Diesel: opt in
SMS Interruption Advertising: texts to you offering you advertising.
1/6 Canadian will scan a QR code this month
Mobile marketing: restaurants in Vancouver. Barcode on menu, nutritional info,
where it’s grown etc. MasterCard: QR codes in theatre, if you want to order popcorn
you can scan the code and pay on your card and get your food delivered.