Even when the demand is high, https://www.marketingweek.com/tesla-seven-perils-of-discounting/
“there’s a new form of hidden messages taking hold in ads: educational Easter eggs of a sort that are hiding in plain sight.
Sandy Hook Promise’s PSA “Evan” certainly brought global awareness to the tactic by telling the story of a high school romance that’s abruptly derailed a school shooting. In that video, from BBDO New York, we learn at the end that “warning signs” about the shooter were hidden throughout the clip.
Today we saw another example: a soaringly cinematic ad for a Danish optical brand.
The spot is a beautiful short film about children’s imaginations, but it also has its own hidden warning signs.
Advertising would do better to do real learning about the person on the other side of the ad server. Both because tracking is about to get much more technically difficult as the browsers elevate user experience, and because of upcoming privacy regulations.
“But it’s too simplistic to say this is simply a story of the big, bad platforms. What’s happening now is more of a correction than an upheaval.”
“Re-marketing or re-targeting ads should be a top priority”, “A lookalike used is a dollar saved”, “Engage in trending topics” and much more lessons for Facebook advertising. Great read!
“TV advertising for Coke was still the undisputable heavyweight for delivering the highest return-on-investment from advertising across any media channel – US$2.13 for every dollar spent on TV versus $1.26 for digital.”