Advertising
How automakers fared during the Super Bowl (Automotive News)
Going into Super Bowl Sunday, the talk was about social awareness and inspirational themes that automakers would be promoting with their ads.
It appeared the metal-driven formula of traditional car ads wouldn’t be used much this year — and then Alfa Romeo came out of nowhere and burned rubber all over everybody’s screens with three ads for the new Giulia sedan.
Fiat Chrysler Automobiles grabbed three slots to showcase the Giulia’s agility while sharing a little of the brand’s heritage with the masses.
Cars.com reports that Alfa Romeo pages on the site experienced a 1,179 percent traffic bounce in the eight minutes after the commercials ran. Meanwhile, visitor traffic for the Giulia on Sunday was up 7,320 percent when compared to traffic over the previous four Sundays.
It was the same story for Alfa Romeo on Edmunds. The Giulia drew an 802 percent traffic increase, the third-highest lift behind the Lexus LC 500’s 1,710 percent and the Kia Niro’s 869 percent jump.
Traffic for Alfa Romeo topped all other brands with a 785 percent bounce.
Kia was the only non-luxury brand in the top five for brand traffic increases on Edmunds.
Business
Elon Musk’s Tesla Drops ‘Motors’ From Name (WSJ)
Elon Musk’s Tesla Motors has changed its name to Tesla Inc., as the auto maker repositions itself as an integrated clean-energy company after its tie-up with SolarCity Corp.
Tesla closed its $2.6 billion acquisition of SolarCity in November, combining Mr. Musk’s electric-car and solar-energy companies.
Social Media
Snapchat updates its Discover guidelines to tamp down on fake news and photos (Digital Trends)
On Monday morning, Snapchat made a few edits to its guidelines for publishers with regard to Discover, the social media platform’s news service. Basically, it’s an attempt to declutter an often crowded landscape, and ensure that what folks are seeing on the “news” platform is actually newsworthy.
These rules ought to reduce clickbait on Snapchat, and are also an attempt at combating the growing epidemic of fake news. To that end, Snapchat has further updated guidelines forbidding publishers “from including reports or links to outside websites that could be considered fake news, saying that all content must be fact-checked and accurate.”
Sales & Marketing
The Advertising Personalization Classification System (Instapage)
You’ve likely read the statistics about the incredible number of ads we’re exposed to daily.
You have more than 300 hours of video uploaded to YouTube per hour and 2 million blog articles published each day. The ratio of programming to commercial breaks has gone from 17 minutes to 14 minutes of content on average for a 30-minute program.
With advertising platforms like Google AdWords, AdRoll, Quantcast, Criteo (and many others), increased targeting capabilities, brands can more accurately and efficiently reach their desired audience.
Clearly, an organized system was needed to help classify the level of targeting.
Personalized advertising is not just the future, it’s right now and marketers who fail to recognize that will undoubtedly struggle to find success.
But with consumers exposed to an abundance of content and ad messages every single day, how do they devote their attention to ads that are of value to them? And how can brands continue to present ad messages that speak our language? The answers lie in the Advertising Personalization Classification System.
Curated by Allen Taylor
