Posts tagged with "advertising"

Netflix CEO illustrated by Maria Soloman for 360 MAGAZINE.

Netflix Co-CEO on Ads

by Justin Lyons

Netflix co-founder and co-CEO Reed Hastings sat down with Variety recently to discuss his new book and everything regarding Netflix. From business strategies to hiring strategies to creative strategies, Hastings seemed to be quite open about his ideas for the streaming service.

One of the biggest questions everyone seems to have about Netflix revolves around its revenue strategy. The home of shows like “Stranger Things,” “Orange is the New Black,” “House of Cards” and other award-winning, binge-inducing shows has been ad-free since its inception.

Hastings said the decision to rely entirely on a subscription model is more of a judgement call than a strict rule for Netflix.

“You know, advertising looks easy until you get in it. Then you realize you have to rip that revenue away from other places because the total ad market isn’t growing, and in fact right now it’s shrinking,” Hastings told Variety.

Hastings went on to say there’s more opportunity for growth in the consumer market than there is in the advertising business, also citing 20 years of success to back his point.

A 2019 report from eMarketer said Google, Facebook and Amazon received upwards of two-thirds of advertising dollars in the United States, so it would make sense to believe the room for growth in advertising is limited.

The New York Times reported in April that Netflix gained nearly 16 million subscribers early in the year, pushing the total number of subscribers to more than 182 million.

Hastings also touched on production during COVID-19’s shutdown, saying Netflix was able to shoot some originals, like the fourth season of “The Crown,” before shutting down production. He added that Netflix is currently producing in Europe and Asia.

While producing in Europe and Asia is more practical than producing in the United States right now, it also goes along with goals Hastings has for Netflix.

He said he wants Netflix to become a first-class developer all around the world, not just in Hollywood. Hastings said shows like “Dark,” from Germany, and “La Casa de Papel,” from Spain, have aided that movement.

On the future of Netflix, Hastings said, “What’s next is becoming a great Turkish developer of content, becoming a great Egyptian developer of content and sharing that with the world.”

He closed the interview with a discussion about other streaming platforms. Hastings compared Netflix to Starbucks, serving a specific product, while Amazon is more of a Walmart, serving every need.

With the number of streaming services growing exponentially, it might be easy to assume doom for the original streaming platforms. Even with Disney+ reaching 60 million subscribers, Hastings isn’t worried, calling the streaming industry a “healthy situation.”

“Because you’ll continue to push each other to innovate and entertain people. It’s only in the old communist states of the 1960s when you’d have a single network. No one wants to create that,” Hastings said.

A rising tide lifts all boats, right? There is no doubt that Netflix remains king of the streaming industry, and we can probably assume we’re safe from ads on Netflix for now. That, along with the possible development of more content from other countries and cultures, makes it an exciting time to be a Netflix subscriber.

For now, we’ll continue to rely on Netflix’s ad-free experience while studios that rely on theatrical releases are slowed down.

To read the entire interview from Variety, you can click right here.

Community illustrated by Mina Tocalini for 360 MAGAZINE.

Alt-Right Billboard Petition

The internet has given everyone a voice, and Change.org has become one of the most popular platforms for using that voice.

One of the site’s petitions that seems to be picking up steam, almost reaching 100,000 signatures, is a petition to remove a billboard advertising WhitePrideRadio.com and AltRightTV.com.

According to the post on Change.org, Harrison Sign Co., a sign company based out of Harrison, Arkansas, has posted several racist billboards over the past few years.

“The billboards have done tremendous damage to our community by giving the impression that our citizens support their messages and don’t object to their presence,” the post said.

The post also said that the community has worked to remove previous billboards found to be equally offensive, but this one still stands.

Commenters and residents have also taken to Change.org to express their discontent with the billboard.

One commenter by the name of Amber Harris said, “This sign is an embarrassment to our community and a stain on our town. Our community deserves better. Our minorities deserve better.”

Another commenter, John Henderson, said, “This does not represent the view of the people of Harrison. It is bad for the reputation and economy of the town.”

The petition has a goal of 150,000 signatures. If you’d like to help by adding your signature, you can click right here.

Tik Tok Advertising

As advertisers look for openings to begin their normal ad routine, many are looking to attract new audiences to up profits for the remainder of the year. The rush to apps like Tik Tok have many advertisers wondering if advertising on the platform will garner results companies can benefit from.

Brands can utilize Tik Tok to advertise to different types of markets, in which not only directly has a positive affect on brands, as well as the app itself.

Time, Context, and Location are key to a successful marketing
campaign. Given the global pandemic, and the current state of the
country, each state and city is experiencing different things at different times. It is critical to take each of these different experiences into consideration while moving forward.

Personalization: Personalization is now an essential, customers increasingly expect ads to be personalized. Not in a creepy way, but in a way that fits with the way they see the world right now. Brands win audiences by creating connections based on empathy and relevance. 70% of companies that use advanced personalization have already earned 200% ROI or more from it.

Ad consciousness: The old way of advertising will not work anymore, brands need to keep in mind the new reality when advertising to groups. Ads that worked pre-pandemic won’t work now. In addition, how you do and don’t address your audience will determine the last connection you make.

coffee, mug, plate, cocoa, green, white, brown, 360 Magazine, illustration

How to Build Your Brand from Your Bedroom

Under the current, (very) uncertain financial conditions, the prospect of starting a business might not be the most appealing. With some experts predicting an economic downturn worse than anything we’ve seen since the Great Depression during the 1930s, cutting back on all non-essentials and saving as much money as possible seems the obvious & sensible strategy.

However, for every recession, some businesses thrive and several entrepreneurial possibilities will typically develop. To build a recession-proof business and to start a business during the current financial crisis, minimizing overheads is a great place to start.

Work from Home

Many of us have now experience the ‘forced-experiment’ of working from home and have hopefully, made adjustments so that it is a viable option in the future. Whilst during the pandemic your clients may forgive you for having a barking dog or a crying baby in the background, this will most likely be deemed highly unprofessional again in the near future.

By using a telephone answering service from the likes of Moneypenny and a virtual office address from the likes of Apso you can portray your business in a highly professional light. Combined with a professional website, having a ‘bricks and mortar’ office address and a landline telephone number can make a business run from your bedroom, appear to be a highly reputable establishment.

In addition, having a professional receptionist who knows your business down to the important details and provides a great customer service can make your business seem ‘bigger’ than it is. 

Another big advantage of using a virtual receptionist app or service is that you can often opt for a 24/7 or out of hours service. This can allow you to capture calls around the clock, meaning that you’ll never miss a sales-lead again.

Use Accountancy Apps

Please note that in some countries, you can get a fine for filling in a tax return and other legal forms incorrectly. If this is the case, it may be wise to invest in a local accountant or hire a tax return specialist from a website such as Upwork.

Whether or not you use an accountant, using an accounting or finance app can still save you lots of time and potentially money. By using an app, for example, you can cut down substantially on admin time that may have previously required an additional member of staff to hire.

The fact that you can access your financial data on your mobile phone, regardless of your location, makes it a lot easier to manage your operations & spending. With the right app; you will also be able to archive receipts and create invoices on the go – giving you fewer things to remember to do when you get back home or back to the office!

Quickbooks and Freshbooks are the leading industry apps at present. To quickly run through what you could expect to do with Quickbooks:

– Create & send highly professional invoices

– Scan receipts & attach them to expenses forms

– Instantly access auto-generated reports such as profit & loss, balance and cash flow

– Run a Payroll

– Accept Online Payments

– Simplify Tax returns

Being able to simplify tax returns is a big benefit. This can save you a lot of money, as a freelance accountant will have to spend less time putting together your forms, meaning that they can charge significantly less.

Develop Brand Ambassadors

By brand ambassadors, we don’t mean the ones that you might find on social media with tens of thousands of followers – we mean utilising your customers & clients. By going above and beyond, providing a great value service and/or product and offering referral promotions, you can often turn existing clients and customers into lead-generating assets. Many businesses make the mistake of chasing new clients and not looking after their current clientele. However, by making your current clients feel special and highly valued, you can often gain many clients passively, by word of mouth.

One way to find brand ambassadors is to do a search online and find people who’ve already shown some authentic love or admiration for your brand. Search using your company name, relevant hashtags or just look for posts that you’ve been tagged in. You can also use software for this if necessary – for example, Brand24 or SocialToaster. Finally, if you have a signup process online, you can ask people if they would be willing to share products with their network and friends. This can also work if you have a newsletter or ask for feedback at any point.

Social Media Advertising

Before you commit to spending any money on advertising, make sure you research for several hours first. People waste millions of dollars each year by putting adverts live without delving into the strategies that work and don’t work for each industry and niche. Hiring an agency can also be very expensive and for something that is not highly technical or difficult to learn. Commit to 2 or 3 hours of research – which pretty much involves watching videos on Youtube at x1.5 speed!

If you do choose to do paid advertising on Facebook, focus on getting the right audience, be as specific as possible and create a tailored set of adverts. Remember that people are not actively searching for products or services, they are just scrolling through their timeline – so you’ll usually need to ‘warm them up’ with a free eBook or offer. If budget allows, test several formats of advert too, make video one of them.

The worst thing you can do with Google, Facebook or any other advertising, is jump in and put campaigns live without learning the tips and tricks that a very important when it comes to making a profit. Done correctly, however, social media advertising can be highly cost-effective.

Here is a great tutorial about Facebook advertising to get started with.

Wienerschnitzel Takes on AAF’s National Student Advertising Competition

Wienerschnitzel and the American Advertising Federation (AAF) are pleased to announce that Ithaca College is the winner of the AAF’s 2019 National Student Advertising Competition (NSAC). As the official corporate sponsor/client of the competition, Wienerschnitzel provided a “real-world” marketing challenge to over 2,000 advertising and marketing college students nationwide.

Wienerschnitzel challenged the teams to elevate consumer perception, and encourage them to understand the truths about the misconceptions surrounding one of America’s favorite foods: the hot dog. By changing the perception of the hot dog, with Wienerschnitzel leading the charge, it would have a great benefit to the hot dog industry as well as to its business.  

“We were very excited to sponsor this competition, and view the incredible talent and creativity of all participants,” said Wienerschnitzel Chief Marketing Officer Doug Koegeboehn. “Congratulations to the Ithaca College team, which created an outstanding campaign that we look forward to utilizing in our marketing. They clearly understood that consumers have false information on the quality of hot dogs and did a great job communicating that hot dogs are actually made with great cuts of meat, just like any other sandwich you would buy at your favorite deli. At Wienerschnitzel, we were thrilled to utilize our partnership with AAF to be a part of this important competition.”

The Wienerschnitzel challenge was the first of its kind in the NSAC’s 46-year history. “Previous sponsors have tasked teams to provide a solution that focused on their brand’s product or service,” explained AAF Chief Operating Officer Constance Cannon Frazier. “The fact that Wienerschnitzel’s marketing challenge would benefit the entire hot dog industry was extremely exciting to the teams and speaks volumes about the brand.”

Wienerschnitzel, the world’s largest hot dog chain, serves more than 120 million hot dogs annually. Fueled by a mission of “Serving Food to Serve Others,” the company also gives a percentage of its profits back to its charitable partners.

The final leg of the NSAC competition was at The Diplomat Beach Resort in Hollywood, Florida June 6–7, in conjunction with ADMERICA, AAF’s national conference. Only the top eight teams which qualified from AAF districts and semi-finals competed in the finals. The second place award went to Liberty University, and the third place award to Syracuse University. Other finalists included Columbia College Chicago, Johnson & Wales University Providence, South Dakota State University, Southern Methodist University, and University of Alabama. 

Facebook Agrees To Work With The NCAC

The National Coalition Against Censorship has announced that Facebook is willing to collaborate with the group after the nude art action #wethenipple in New York City on June 2nd where 125 people posed nude in front of Facebook’s HQ. The Art Action, organized by the NCAC and world renowned photographer Spencer Tunick, was covered by CNN and picked up worldwide. 
 
Grab Them By The Ballot Founder, Harvard Law educated Dawn Robertson, participated in the photo shoot and worked with the NCAC to promote the event. She is optimistic about the collaboration but has some additional concerns to add.
 

Grab Them By The Ballot, a nude photo campaign to empower women and increase voter turnout in 2020, joined the art action to protest the behemoth’s policies regarding artistic female nudity used for activism and the shaming of women’s bodies. Frustrated by their own experience of censorship on the social media platforms and worried it could end their campaign, the grassroots non-profit eagerly got involved. Robertson posed in the photo shoot (details available upon request). 

Robertson wants to see the policies loosen and also be executed consistently with the context taken into consideration. She wants a fair appeals process with actual people readily available and the permanent disabling of ad accounts and use of an automated system addressed. 

“I was honored to be involved and respect that the NCAC and Tunick are primarily addressing the censorship and rights of artists. We are concerned about the censorship of the intersection of art, activism and the representation and treatment of female nudity. We want to create a cultural shift and normalize female sexuality and nudity” says Robertson. 

The NCAC said Facebook has agreed to put together a group including artists, art educators, museum curators, activists, and employees to consider new nudity guidelines for images posted to its social-media platforms.

“I’m a bit concerned and suggest that feminist activists and sex-positive healers, educators and entrepreneurs be included in this group to address nude expression used outside of the art world as well as the censorship of sexually related written content. Facebook may still censor content related to women’s sexual education, healing, sovereignty and empowerment.” adds Robertson.

Robertson is also concerned about the distinction between Facebook’s advertising policies and community standards and wants it to be addressed. “They are two different beasts and when advertising the censorship is far greater” she says. Robertson adds “Regarding the advertising policies, most importantly, they should apply the general community standards regarding female artistic nudity- including the exceptions allowing nudity as a form of protest -to their advertising policies. Facebook could have a opt-out feature so users aren’t solicited unexpectedly as that is their apparent concern. 
 
The strict advertising policies limit activists, artists, educators and healers from profiting from their message and building an audience” adds Robertson. “We are selling female empowerment and Facebook also needs to have actual people looking at the context of ads.”
 
“It’s important to note that there’s an option to advertise to only those who like your page which is akin to dispensing content to friends on a newsfeed. At the very least, we should be able to promote and advertise to this audience as they have essentially opted-in. It’s just as we can to our friends through our personal accounts.” Robertson adds.

Hamlin & Associates Names Eric C. Shepherd as President

Hamlin & Associates has announced the immediate appointment of Eric C. Shepherd as company president.

Shepherd joins Hamlin & Associates with an extensive automotive background, successfully leading organizations in advertising and retail operations along with OEM executive experience, including three years as President, Rolls-Royce Motor Cars North America.

“Eric’s background is so unique, starting on the advertising agency side, to working with Nissan, Toyota, Mercedes-Benz and Rolls-Royce on the OEM side, then running retail dealerships. He brings such depth and strength to our organization and will lead us into a tremendous growth period,” said John Hamlin, Founder and CEO, Hamlin & Associates.

“I can’t wait to push Hamlin & Associates to new heights. John’s commitment to growth and the investment he has put in, including a multi-million dollar renovation project for a new company headquarters, was a key driver for me to join the organization,” said Shepherd. “We share a common vision for our growth and are excited to quickly move the company into expanding areas of opportunity.” In an industry so often focused on one-size-fits-all marketing, Mr. Shepherd adds a vast breadth of insight on how to match a brand offering with consumer demand.  He has an unparalleled depth and breadth of experience on both the OEM and retail side, ranging from the best volume brands to the most exclusive brands in the world serving ultra-high-net-worth individuals.

Contextual Advertising Report

In a recent study conducted by GumGum, the world’s leading computer vision technology company, 61% of US respondents reported they would continue to keep spending on contextual advertising. So what is contextual advertising, and why is it so important?

Contextual advertising is a form of artificial intelligence with the goal of creating targeted advertisements for its consumers. The advertisements are selected by an automated system based on the user and the content they enjoy. This approach allows companies to be more specific about the content they distribute and helps them deliver emotionally relevant branded messages.

GumGum recognizes the power of artificial intelligence and contextual advertising. They are dedicated to extracting valuable information from the public and proprietary data sets to implement it for industries across the board. With this knowledge, GumGum with the help of The Drum Studios, decided to conduct a study on contextual advertising. By doing so, GumGum determined the overall growing interest of this type of targeted advertising and why it has become so valuable for businesses.

I wanted to see if you would be interested in connecting with an executive from GumGum to discuss the recent study on contextual advertising. They are also available to discuss the misconceptions of artificial intelligence and contextual advertising. For more information on this study watch, A Walk Down Contextual Lane created by GumGum.

1/3 TripAdvisor Reviews Are Fake

HotelPlanner.com CEO Tim Hentschel explains how the recent report claiming 1 in 3 TripAdvisor reviews are fake.

Despite the report of fake reviews, Hentschel still trusts in TripAdvisor. “Tripadvisor has always kept a Chinese wall between its review department and advertising department,” according to Hentschel.

Hentschel elaborates that “TripAdvisor’s high traffic numbers mean it has always been able to have an independent review department. The site’s advertising sales have always been independently strong like Google or Amazon.”

Additional Tim Hentschel talking points:

  • “This debate is very old in travel tech circles. Everybody has been trying to build the perfect machine to spot fake reviews, but nobody has gotten close yet.”
  • “There are sites that make you verify a purchase before you can post a review, but those can be tricked as well, especially by a hotel or restaurant generating fake receipts.”
  • “Up to a few years ago the general consensus in travel tech circles was overall rating is a good indication of the quality of the project, i.e. anyone can fake a few reviews, but if you have hundreds and thousands of reviews and they are mostly positive or mostly negative, then that is good sign of the overall quality of the product.”
  • “A large problem are sites that charge companies a monthly fee to keep up positive reviews. Yelp is facing multiple lawsuits for this practice.”

HotelPlanner.com, the largest group hotel booking site in the world, was called the “go-to site” for travel planners by The New York Times.

Facebook’s Upcoming Influencer Tool

The world’s largest social network just sent a clear signal that the future of advertising on its platform is in influencer marketing.

Facebook’s launch Monday of its Branded Collabs Manager search engine—which will help connect marketers to social media influencers—demonstrates just how vital this form of marketing has become to the social media giant. Soon brands will be able to search the platform for the audience they want to reach, and have the tool point them in the direction of creators that fit the bill.

The Branded Collabs Manager platform can transparently break down a creator’s audience demographics and industry-specific parameters, ranging from geographical areas to interests to home ownership status.

The plans confirm that the industry is continuing its march towards increasingly targeted and individualized advertising—with ad revenues migrating from mass media to digitally programmatic to influencer marketing. It also signals an increased value placed on ads that are not only highly targeted, but also embedded in content that audiences actually want to engage with.

While the tool is only launching on Facebook at the moment, it’s a first step towards incorporating such tools and metrics from other platforms, most notably Facebook-owned Instagram, which is the social media network of choice for most creators.

The move also signals Facebook’s acknowledgement of the importance of influencer marketing on the future sustainability of the platform itself. After all, if creators believe they can earn more money on other platforms, they would gradually migrate elsewhere, taking their audiences with them.

The Branded Collabs Manager search engine, coupled with Facebook’s recently launched Creator App, demonstrates a clear commitment to the huge potential of creators and the future of influencer marketing. Not only will influencer marketing help the company keep content creators on its platform, but also improve the experience for users by serving them with more engaging ads.

This is an exciting opportunity this presents to the community of creators and marketing partners. Facebook’s new tool will significantly improve the discovery process, making it easier for brands to find creators that meet their needs and fit their brand messaging. At the same time, their push towards more influencer marketing on the platform will only increase the value of the relationships brands have with individual creators, and the collaborations that result.

Unlike traditional ad targeting, finding the right audience and the right avenue to engage them is only one part of the equation. The next vital step is building a relationship that can result in strong, mutually beneficial content partnerships between creators and marketing partners.

Less than five years ago, content marketing was considered by many to be a niche industry. With the world’s largest social media platform jumping in on it, it’s hard to deny that influencer marketing has gone mainstream.