#advertising-strategy

#advertising-strategy

Nearly two-thirds (63%) of Super Bowl ads featured one or more celebrity talents this year, according to data from TV measurement company iSpot. Back in 2011, only around a quarter of ads included an A-lister, but a reliance on Hollywood names has been typical of Big Game ads since the start of this decade. It's part of a broader pattern. The "built-in affinity" a top name can bring means it's "an easy place to go," said Mike Hayward, chief creative officer at agency Copacino Fujikado.

We meet CultureSync Media founder Timmy Bankole, formerly of SCMP, discusses why cultural insight and audience understanding are fast becoming the most valuable currencies in modern advertising... Timmy Bankole has a wide range of experience across the ad tech spectrum, counting roles at Blis, PHD and South China Morning Post, and has recently founded agency CultureSync Media. In this Q&A, Timmy shares how agencies can move beyond generic targeting to uncover the deeper cultural codes shaping consumer behaviour.

The rocket company ran its first Super Bowl ad for its Starlink satellite internet on Sunday, the first time any of Elon Musk's companies have run an ad at the showpiece event. The 30-second spot features audio from a speech by legendary science-fiction author Arthur C. Clarke, set to footage of SpaceX's Falcon 9 and Starship rocket boosters returning to Earth. It shows Starlink operating in a series of remote locations and touts the satellite internet service's mission of "fast, affordable internet, available everywhere."

Anthropic is airing a pair of TV commercials during Sunday's game that ridicule OpenAI for the digital advertising it's beginning to place on free and cheaper versions of ChatGPT. While Anthropic has centered its revenue model on selling Claude to other businesses, OpenAI has opened the doors to ads as a way of making money from the hundreds of millions of consumers who get ChatGPT for free.

Also unsurprisingly, OpenAI's announcement prompted a veritable deluge of predictions and concerns. And perhaps least surprisingly of all, OpenAI shared almost no additional information beyond its initial statement. Advertisers, agencies and publishers alike are left with "more questions than answers at this point," said Michelle Merklin, VP of search at independent performance agency Tinuiti. But regardless, ads soon arriving in a major AI chatbot marks a pivotal moment for marketers to weigh consumer expectations - and how these ads might differ from those in other,

The actors are reprising their roles from Apple's Mac vs. PC ads playing the personifications of a name brand and the alternative-but now for weight-loss drugs. Long personified Mac in the original Apple campaign by dressing in a more youthful, casual way than Hodgman, who personified a stuffy, dorky PC by wearing glasses and a suit and tie with a closely cropped haircut. (Think Steve Jobs versus Bill Gates.) In the Apple ads, Mac was always portrayed by Long as more cool and capable.

Spending any amount of time in front of a TV is sure to acquaint you with a brand's latest marketing materials. At the same time, there are some tool brands that you likely know, yet you can't think of a single time you've seen them advertised via commercials. Snap-On is one such tool source, with its lack of in-your-face advertising being by design rather than a marketing team flub.

The ad was made with Google's Veo 3 video model in around two to three days, according to director PJ Accetturo, and that extremely reduced creation time and low budget has reignited the debate around AI in advertising; especially given the subsequent polemic quote by Accetturo: '95% of ads will be AI-generated in the next two years.'

LinkedIn's algorithm change has resulted in a 50% decline in overall organic reach, favoring content from fewer creators over broader professional feeds.

The advertising industry continues to buy connected TV the wrong way, transferring one-to-one programmatic logic from display and online video into a household screen.

Wintour will remain in her broader roles as Condé Nast's chief content officer and global editorial director for Vogue. Despite her stepping back from daily operations, she retains influence over the brand.

Not all screens are created equal, and in the modern fragmented marketplace, how advertisers access and activate the best placements can make or break a campaign.

A good TV ad often makes a good YouTube ad," he told me.

Netflix is still building on the momentum that enabled it to add 41 million worldwide subscribers last year, the biggest annual gain in the company's 27-year history.