Needed Again? The Ad Campaign That Saved New York

It’s midsummer, yet we are at a moment in time when tourism and travel ad campaigns are practically at a standstill, due to COVID-19 and our economic shutdown. Here in New York, the lights of Broadway will be out for not just the rest of summer, but the entire year (subscription required). Who knows if New Year 2021 will bring the bright lights back – and if so, the audiences, with billions in the balance.

The city also was recently met with the passing of Milton Glaser, the founder and publisher of New York magazine, and the graphics genius behind the now-ubiquitous “I❤NY” graphic.

A wise soul never bets against New York.

Another advertising genius, Mary Wells Lawrence — the first woman to found, own, and manage a major advertising agency (Wells Rich Greene, in 1966) – was honored last week with a Cannes Lions “Lion of St. Mark” for lifetime achievement. Her agency – with Glaser’s design – literally took a “deteriorating” New York and launched a Broadway-focused campaign that began the city’s (and state’s) path toward the world giant of tourism that it is today.

Here are some samples of work from this campaign in the early 1980s – note the direct-response call to action. Also of note, Glaser developed the graphics pro bono, and the jingle also was donated by composer Steve Karmen.

A Campaign That Sparked Imagination, Captured a Moment, and Practically Created a Category

New York will need nothing short of another seminal ad campaign – or campaign extension — to revise its fortunes once again.

This work was indeed seminal. Until that time (campaign launch, 1976-77), there were few state-funded tourism campaigns that captured America’s imagination as much as “I❤NY” – only “Virginia is for Lovers” (1969) comes to mind. “I❤NYmay not have invented the category, but it took travel and tourism marketing to new heights in public consciousness.

Famously left for bankruptcy by President Gerald Ford, New York City’s perceived state in the mid-1970s was nothing short of disastrous. Depopulation, crime (Son of Sam), blackouts (and looting), decrepit public transit… one might argue the city barely functioned, if at all.

But New York always fights back. The truth is the city never lost its global mantle atop finance, fashion, night life, the arts, and retail, among other sectors. Broadway is uniquely New York and – other than London’s West End – there was no greater concentration of live theater in all its forms than the Big Apple, so of course Broadway was going to be the initial focus of an ad campaign, which happened to open the door to New York’s comeback.

And oh, did it work, perhaps far beyond tourism and economic revival. It created an energy and mystique for the city that touched a chord with many – not just to visit New York, but to come to the city and live, take a chance, and forge our path in the pursuit of happiness. (When our pop heroes of the time – Blondie, the Rolling Stones, Kiss (Ace Frehley), Michael Jackson – are singing in and about you, adding a dose of parody, it’s also hard not to notice.) What followed in New York City is truly remarkable – a booming economy that even periodic stock market corrections and September 11 could not dislodge. These latter events, merely interruptions.

That is, until now.

A New Marketing Challenge – Who Wants to Step Up?

Even prior to COVID-19, New York has had new images and realities to contend with: a population that peaked in 2016, even amid a wildly successful tech and biomedical boom; Gen Z and Millennials with vitality and genius who can’t afford the price of entry – or, worse, feel it’s not worth it; strangulation by repugnant and short-sighted immigration curtailment and visa restrictions that serve to fail the American Dream. And now, it was the epicenter of a pandemic, which has brought into question the safety of dense population centers everywhere.

So how will NYC & Company, the State of New York Division of Tourism, and Empire State Development perhaps unite to revive New York’s fortunes this go-around?

It’s time for a Next Generation to dream big, strategize, and present the next seminal campaign (extension) that will “save” New York. I ask, who’s going to do it? Where are the next Mary Wells Lawrence and Milton Glaser?

How about you? If you and your agency are creating successful work right now, you can prove it: The Association of National Advertisers (ANA) has now issued its 2021 International ECHO Awards call for entries. What makes the ANA ECHOs so unique is that each campaign is judged by peers based on data-informed strategy, creativity, and results in business outcomes that any c-suite would love. “Brilliant results. Executed brilliantly.”

Like the State and City of New York, thousands of brands right now need agency and marketing leadership that inspire, motivate, and move business and the economy. In both consumer and business markets, domestic and global, earning an ECHO shows data prowess in real campaigns that make a difference on the bottom line – attributes and outcomes that are in high demand. Take your best work from 2020 and enter, and I’m proud to say, I’ll have the opportunity to help judge that work this fall.

I’m eager to see the best. New York’s image curators ought to be watching as well.

What Matters Is the Perception of Value, Not So Much the Product

A lot has been written recently on how the perception of value rather than a formularized multiple of “cost” can help guide your pricing decisions. If you can honestly get the customer to perceive a higher value for your product than a simple markup on cost, it permits you a higher ROMI and a greater ACPO.

A lot has been written recently on how the perception of value rather than a formularized multiple of “cost” can help guide your pricing decisions.

In a previous blog post, I recounted the story of the “thank you” gift given to the U.S. Ambassador to Brazil by the chairman of the American Chamber of Commerce. He presented Madame Ambassador with a small blue Tiffany box and said:

“Here is a small gift to show our appreciation for your support.”

Her answer should be writ large on Tiffany’s advertising.

“There is no such thing as a small gift from Tiffany.”

That says it all. Imagine that whatever was in the Tiffany blue box had actually been purchased less expensively from some other source. Would anyone question that the gift’s perceived value grew exponentially when it appeared to be from Tiffany? I remember a humorous ad in the university newspaper offering Brooks Brothers, Paul Stuart, and J. Crew labels to sew into your discount purchased garments to upgrade them by endowing them with the right Ivy League cachet. Somebody understood the magic of perception.

If you haven’t watched Flint McGlaughlin’s excellent presentation from MECLABS Institute you should. His insights make a very strong case for his pricing methodology, which is really worth studying.

Pricing of products or services is one of the key strategic aspects of all businesses. It is fairly easy to look at what your competitor is doing and use that as a benchmark. But “me-too” market pricing is seldom enough and certainly not the way to have a big success. If you can honestly get the customer to perceive a higher value for your product than a simple markup on cost, it permits you not only a higher ROMI (Return on Marketing Investment) but it also often provides a greater allowable cost per order (ACPO) — more money with which to promote, more customers and, hopefully, greater profits.

The profusion of “subscription” offers in the marketplace is testament to the simple economic truth that if you can engage or enroll someone in a program of purchases, the likelihood of being able to transform a “product” into a “service” is greatly enhanced. And services tend to have higher margins. You may remember the story of the 40 or so Microsoft executives in Brazil who, when asked how many had subscriptions, very few hands went up. But when asked how many had Netflix, virtually all of the hands went up. Netflix had managed to eliminate the negative perception some people have to a “subscription” simply by not using the dreaded “S” word.

What has been surprising is that Netflix competition’s pricing appears to have been forced down to undercut Netflix. Looking at all of the streamers, there appears to be much too little effort to segment customers, to determine their individual perceptions of the value of the services (other than to see how many people subscribe and at what cost) and to reengineer the offerings to cater to perceived values. As Rafi Mohammed, the founder of “Culture of Profit,” wrote in the Harvard Business Review:

A one-price-fits-all strategy fails to acknowledge the simple fact that for any product or service, customers have unique needs and a different willingness to pay. With few rivals, mandating all-you-can-watch pricing was once tolerable. But to win in today’s competitive market, streaming companies need to step up their pricing strategies by offering choices to better accommodate the needs of their customers.

He hits the jackpot when he observes, “ … customers have unique needs and a different willingness to pay” and these needs and this willingness are driven, to a significant degree, by how much each customer perceives the services to be worth. That perception reflects the subscriber’s assessment of the channel’s content. For certain affluent customers, the more content that is unique and the subscriber “believes” will meet his/her tastes, the more likely to purchase a premium package, especially if it has “exclusive” content. The couch potato who is less choosy and has a tighter budget will probably go for the cheapest option.

As we can see in this example, the pricing has little to do with the product and service “costs,” which are probably similar for both the premium and economy versions. What matters is the perception of value.

If you don’t embrace the reality that perception may matter more than some other criterion for pricing and how your prospect looks at your offering, you may never have given anyone a little blue box from Tiffany.

Gen Z Advertising Dos and Don’ts for Marketers

Every day, advertising trends are emerging. These trends and tactics are newly developed as a means to best reach a target audience, whomever it may be. As such, advertisers are utilizing new marketing methods to reach the newcomers on the scene of consumerism: Gen Z.

Every day, advertising trends are emerging. These trends and tactics are newly developed as a means to best reach a target audience, whomever it may be. As such, advertisers are utilizing new marketing methods to reach the newcomers on the scene of consumerism: Gen Z. Here are some vital dos and don’ts advertisers should take into account when advertising to the Gen Z audience.

DO: Seek to Make an Authentic Connection With Consumers

Authenticity is paramount to a brand’s success in selling to the Gen Z audience. As I’ve mentioned in a previous article, making connections has a whole new meaning for Gen Z, with the rise of technology. Social platforms have allowed for connection to feel more personal and more real than ever. As advertisers, taking advantage of this can make all of the difference. The more personalized social media marketing tactics present today make it inherently easier to reach your consumer. As a result, brands are more closely connected to their consumers than ever. Using this close contact to maintain an authentic relationship will go far with Gen Z. Interact with us and stay transparent; keep it real.

DON’T: Stick to Surface Level and Hope the Consumer Comes Knocking

With the tools at hand, not only is it easier than ever to make authentic connections with consumers, but it’s also more important than ever. The deep-rooted marketing tactics that credible companies have long used must be challenged to continue on successfully. Unless a brand’s marketing efforts dive deeper and seek to strike a chord with the emotions of Gen Z, they’ll likely have little to no luck. Remaining surface-level with the message advertised, along with how and what marketers choose to share about their products, just won’t work for a Gen Z audience. As consumers, Gen Z will never resonate with a brand unless there is a deep connection or story that sells the relationship between them and your product. This can only really be done if the campaign messaging hits hard on the reasons why it will truly enhance the lives of Gen Zers.

DO: Genuinely Care About Social Responsibility

One of the more exciting trends Gen Z can’t get enough of is social responsibility. Gen Z cares about the world they live in and the people in it, and are hungry for change to make a better tomorrow. They crave equality and want to help. Though these initiatives going mainstream have inevitably created some misconceptions, the overall adoption of these ideologies by brands is still a positive change, and Gen Z is excited about it. Whether products are ethically sourced and sustainably grown, or a company openly expresses its pro stance for transgender equality or that of female women employees, Gen Z feels incredibly satisfied to see these topics being taken on and embraced by brands.

DON’T: Stretch the Truth About Giving Back

If a company is moving toward more socially responsible initiatives, but isn’t quite there yet, that’s OK. The one thing that’s important to keep in mind as brands work to adopt more sustainable and socially responsible initiatives is to not stretch the truth. Becoming a socially responsible company does not happen overnight. As consumers, younger generations understand that. But during the process, brands should not market their products as sustainable or beneficial to a social justice cause, unless they truly are. Doing so will cause brands to look inauthentic to Gen Z when they do some online sleuthing and quickly find out the truth, ultimately driving away their business. Companies should simply state they are working toward it, and continue to do so. Gen Z prefers and appreciates sincerity and transparency as companies work toward a better future.

DO: Tap Into Trending News and Pop Culture

Pop culture is basically determined by young people. What’s cool, who’s not, and what’s funny on the Internet are some of the things Gen Z have precedence over, as generations prior have also ruled during their adolescence. This is nothing new. Tapping into pop culture can be one of the easiest ways to appeal to the Gen Z audience. Newsjacking, which is when brands creatively tailor trending news stories to bring attention to their own content, has proven successful on a number of occasions. Taking advantage of a situation for a brand’s own benefit seems intuitive and a win-win, as both the story/topic and the brand gain more exposure. However, when specifically targeting a young generation, it is vital to have a deep understanding of the topic before applying it to a brand inaccurately or overdoing it.

DON’T: Overdo the References in an Attempt to Relate to Gen Z

The easiest way to understand Gen Z is to pay attention to the media they consume. With that said, however, it’s important to remember that just because you’re in on a meme about Baby Yoda or Billie Eilish secretly being the same person as Lil Xan, doesn’t mean you can seamlessly relate to them. Though utilizing a pop culture reference can go extremely well in selling to Gen Z, it’s pretty easy to spot when it’s been done incorrectly by an older generational brand. This may seems like a simple way to get on the radar of Gen Z, but it’s really important to make sure it’s  done right. Don’t take advantage of pop culture references and don’t overuse them for the sake of a potentially easy connection. Only newsjack pop culture and trending news if it really fits in with your brand identity and if you really understand the happenings.

Taking Omnichannel Marketing Outbound in 2020!

While a strong omnichannel customer experience is important, it’s equally important to incorporate omnichannel marketing into your lead generation strategy. Content optimization, customer modeling, and profiling through a strategic optichannel plan will produce a strong customer acquisition system.

Omnichannel marketing is an important piece of any brand’s customer experience (CX) strategy, but too often it stops there. While a strong omnichannel CX is important, it’s equally important to incorporate omnichannel marketing into your lead generation strategy. Content optimization, customer modeling, and profiling through a strategic optichannel plan will produce a strong customer acquisition system.

Here are three ways to use the power of omnichannel marketing to enhance your outbound marketing and generate leads, acquire customers, and lay the foundation for strong customer relationships.

1. Omnichannel Content Optimization

The biggest difference between omnichannel CX and omnichannel marketing is that the CX mostly happens on your owned channels, and it mostly engages existing customers and lower-funnel prospects deciding to become customers.

But how do you get those prospects into the pipeline in the first place? Traditional mass marketing? That’s not the right way to introduce prospects to a highly targeted, personalized, omnichannel experience. Maybe Disney can pull that off, but most brands need to put more effort into building a strong foundation for the customer experience.

That’s where omnichannel marketing comes in. We recently dove into how four brands deliver great omnichannel customer experiences by anticipating individual customer needs and removing obstacles that would have a negative impact on customer experience. In omnichannel marketing, you take that same approach to outbound marketing content. That can be as simple as offering a discount or as complex as creating videos to counter known buying objections.

Great omnichannel marketing comes from understanding what your target audience wants and needs, and providing content that addresses those drives. At a minimum, you must develop ad content tailored to the specific segments you’re targeting. Blasting the same offer to all of your audience models is not omnichannel marketing.

For prospects who are already pretty far down the funnel, target them with ad content that makes it easy to see that you offer the things they want and will make them easy to get.

Not all prospect segments are going to be that far down the funnel, though. You may be using omnichannel marketing to drive awareness and get top-of-funnel prospects to sign up as leads and receive your newsletter. Here, educational content can be highly effective. If they’re new to the market, promote blog content that answers common newbie questions. If they’re experienced — but not looking to buy yet — promote high-value content that makes an impression and encourages them to come to you for answers (technology companies like Cisco and HubSpot do a wonderful job of this).

Keep in mind that a targeted audience offers new opportunities to optimize content. For example,  Google affinity audiences allow advertisers to loosely target visitors of competing websites. For these kinds of campaigns, you can talk specifically about the kinds of things those websites cover.

2. Turn Customer Data From a Microscope Into a Telescope

Every brand has customer data, but even though that data lets marketers examine their customers in small — even microscopic — detail, most have a hard time using it to do much more than send birthday emails and make fairly shallow product recommendations.

In order to use your data for true outbound omnichannel marketing, you need to turn that data around so it can be your telescope instead of a microscope. You can do this by examining the data to extrapolate traits from your existing customers that also should appear on likely customers — i.e., look-a-like modeling.

The process is two-fold data science. First, you identify the segments you want to model in your customer data and look for data points they have in common. These traits may indicate someone is likely to become your customer, but it’s not a single-factor analysis. Each segment may have demographic, psychographic, and behavioral variables you can synthesize to create models that will help find other likely customers.

Then you use those models to target both online and offline marketing. For example, Facebook has long offered look-a-like targeting to its audience. Google offers similar options across its whole online and mobile ad network. You can also use these models to identify mailing lists that include the right kind of audiences and target them with relevant marketing.

Omnichannel marketing is not just for direct response, either. It is highly effective at getting the right content in front of your target audience on social media. You can use these models to target content promotion on social networks and make sure the right stories from your accounts wind up in the feeds of the right people on each network.

3. Make Omnichannel Marketing Optichannel

As mentioned, omnichannel marketing takes everything you do to build your omnichannel customer experience and applies it to lead generation and customer acquisition. You can take this further to an optichannel strategy by constricting your outreach to just the channels where each customer prefers to engage with marketing. That may sound counterintuitive as part of an omnichannel strategy, but consumers and business audiences are both showing fatigue with being hounded by ads from every brand on every channel. There are benefits to actually limiting the channels you use for specific customers by selecting ones that can be effectively optimized.

If you can identify the preferred channel of a specific audience segment — or, ideally, individual prospects — and create a great experience for them on that channel, you stand a much better chance of laying the foundation for a great omnichannel customer relationship.

Omnichannel CX has been a breakthrough for many brands. Done well, the techniques it uses can provide your customers with the kind of experiences that keep them coming back — it’s like customer relationship magic. But if you can’t take those principles and apply them to your outbound marketing as well, you’re doing a disservice to brand growth. Use these tips to turn your CX strategy around and leverage the power of true omnichannel marketing.

Reputational Risks Brands Face in 2020 and What to Do About Them

The CMO Council touched on many of the reputational risks that marketers need to have on their radar in 2020 and beyond. Below are five brand risks that I believe will be widespread in the year ahead, along with a bit of advice for marketers.

Marketers are responsible for building, managing, and protecting corporate brands. Considering how quickly a brand can go from loved to loathed, being a brand custodian is a daunting task. With a tarnished reputation, companies lose customers, employees, investors, and value.

In a recently released pictogram and listicle, “Bruised, Battered, and Embattled Brands,” The CMO Council highlighted 20 of the most challenged brands in 2019 and 15 of the most critical issues impacting brand perception. The CMO Council touched on many of the reputational risks that marketers need to have on their radar in 2020 and beyond.

Below are five brand risks that I believe will be widespread in the year ahead, along with a bit of advice for marketers.

Privacy and Security Incidents

Trust is fundamental to brand reputation. Companies want their customers to trust them and feel secure transacting with their company. Maintaining data privacy and keeping information secure is a customer expectation, and rightly so. And while privacy and security are not new reputational risks, CCPA ups the ante and no company wants to be the first company penalized and publicized for failure to comply.

Advice: Build alignment between marketing and privacy teams, with a focus on transparency, trust, and preparedness.

Polarizing Politics

2019 brought to light many politicized issues in workplaces, such as the Wayfair worker protest against the sale of beds to migrant camps. As we embark on an election year, companies will continue to be thrust into the political divide, whether they like it or not.

Advice: Companies need to establish their political boundaries and clearly communicate any limitations to their stakeholders; in particular employees, or they risk being the next brand battleground.

Marketing and Advertising Fails

Brand snafus are identified and discussed at an unprecedented rate across social and digital channels. Peloton’s holiday advertisement is a prime example of an ad campaign turned viral branding criticism. The Peloton scrutiny expanded well beyond social, with coverage across national news outlets and even an “SNL” skit.

Advice: Test your marketing programs with a wide audience before launch. Monitor social and digital conversations about your brand. When all else fails, apologize sincerely.

Compromised Health and Safety

PG&E, Boeing, and Juul failed consumers and their brand reputations have taken a massive hit. All three landed on the CMO Council’s list of companies in the crosshairs. A company that is negligent about health and safety will face devastating reputational consequences.

Advice: Hurting people (or any living thing) is never OK. If your company is careless and harmful, get your resume in order, immediately.

Management Missteps

Behavior in the corner office is under the microscope like never before. Executives are (finally) being held responsible for how they treat employees and for their ethics. With CEO turnover at an all-time high, far too many of these changes are being driven by misconduct, as we saw with the abrupt departure of McDonald’s CEO over a violation of company policy related to a consensual relationship.

Advice: View leadership changes as an opportunity to redefine the brand. Follow a clear playbook to reassure internal and external stakeholders.

No Risk, No Reward

There will undoubtedly be brand reputation winners and losers this year. However, responsible marketers understand the risks they may face and can learn from the mistakes of those who’ve suffered before them.

Direct Supply Paths Are Becoming Standard Practice in Programmatic

In programmatic, the advertising industry has lost the value of direct relationships. The rapid expansion of the ecosystem resulted in a chaotic web of platforms and providers, with countless intermediaries between the brands who buy ad space and the publishers who sell it.

In programmatic, the advertising industry has lost the value of direct relationships. The rapid expansion of the ecosystem resulted in a chaotic web of platforms and providers, with countless intermediaries between the brands who buy ad space and the publishers who sell it.

This paved the way for inefficiency, a lack of transparency, and the potential for questionable practices. An increase in inventory sources across the ecosystem exacerbated the situation, with duplication and overlap in publishers causing the volume of bid requests to skyrocket on the buy side.

But this situation is now changing as both supply-path optimization (SPO) and demand-path optimization (DPO) techniques are employed across the ecosystem. As we approach the start of a new decade, direct integrations in a simpler, cleaner supply chain are fast becoming the norm – and reopening direct paths from advertisers to publishers.

A Demand Side Perspective (SPO)

Every day, demand-side platforms (DSPs) and agencies place more importance on finding the most direct and efficient paths to quality inventory, allowing them to successfully execute media buys through fewer supply-side partners.

While smaller DSPs are largely doing manual SPO and talking to supply-side platforms (SSPs) to identify overlapping supply, larger DSPs are already exploring algorithmic SPO. They are using new transparency standards such as sellers.json to determine which supply sources are directly integrated with publishers, and which are resellers of inventory.

Jounce Media recently published the SPO Fact Pack, compiled using  ads.txt and sellers.json files. It is designed to help buyers make smarter decisions around SPO based on the scale of ad exchanges and how directly they are integrated with publishers.

Some DSPs are already switching off traffic from sources listed as resellers because reselling can introduce supply-chain fees, cause latency, and provide redundant access to supply that is available through a more direct path. But it’s still too early for most DSPs to take the blunt action of switching off resellers altogether. This could block access to unique and valuable inventory sets that particular supply partners perform well on.

Instead, buyers should take a more considered approach to SPO, using resources like the SPO Fact Pack to create a shortlist of trusted exchanges that predominantly use direct integrations and provide scale, efficiency, and transparency. In addition, buyers should look for exchange partners that offer differentiation in supply, have transparent fee structures and inventory floors, and are third-party accredited for brand safety, fraud, and viewability.

As the industry moves toward direct paths, buyers might be tempted to cut all resellers, but for now it might be more appropriate to make smaller changes when looking at which partners to cut or keep, rather than eliminate them all.

A Supply Side Perspective (DPO)

With the demand side looking to streamline supply with fewer partners and direct paths to publishers, SSPs need to prove their value, leading many to employ DPO techniques. The reverse of SPO, DPO helps the supply side gain a better understanding of buy-side capacity limitations, as well as the type of inventory buyers want to see, so they only send impressions DSPs will value and want to bid on.

By using data – such as win rates, payment terms, bid response times, and ad quality – SSPs can identify their best buyers and ascertain how they like to buy inventory; they can then adjust the demand path to make it as easy as possible for those buyers to win auctions. SSPs can optimize toward DSP-specific KPIs and work to queries-per-second (QPS) limits to avoid bombarding buyers with bid requests.

For publishers, DPO means higher revenues from committed buyers, the security of working with credible ad tech vendors, and fewer latency issues (currently caused by sheer volume of bids).

The Path Forward

For too long the complexity of the programmatic ecosystem has obstructed the direct relationships that are vital for business success, but with the advent of sophisticated SPO and DPO techniques this is changing.

Buyers want simple, transparent supply chains with direct paths to publishers, and collaboration between the demand and supply sides is facilitating this trend. As a new decade beckons, the value of direct relationships is being reestablished in programmatic advertising as direct supply paths become standard practice.

Developing Technology Standards to Support Privacy Regulations of the Future

Advertising has played a vital role in the Internet’s mass adoption. But, as the industry evolved, consumer privacy took a back seat. Today’s technologies provide an opportunity to rebuild the digital advertising infrastructure to benefit publishers, brands, and consumers — and build in privacy, from the ground up.

Advertising has played a vital role in the internet’s mass adoption, but as the industry evolved, consumer privacy took a back seat.

Consumer privacy became a national conversation after Cambridge Analytica, a political consulting firm used by the Trump campaign, was able to obtain raw data harvested from up to 87 million Facebook profiles and use it to segment and target users in ways that critics argue amounts to voter manipulation.

Since then, congressional committees and governmental agencies have expanded investigations into Facebook, Google, and other ad tech industry players. GDPR came to the US in the form of CCPA, the California Consumer Privacy Act, a law designed to give consumers similar power over the data they generate online.

Our industry is now struggling to prove to both consumers and regulators that we can be trusted with their data, but there’s hope. Cutting-edge technologies provide an opportunity to rebuild the digital advertising infrastructure to benefit publishers, brands, and consumers — and build in privacy, from the ground up.

The First Step: Joining Forces

Cryptography and blockchain have already emerged as solutions for adding verification and validation layers that ensure accountability and efficiency in the media supply chain. But the only way to drive adoption of these forward-thinking solutions and solve for consumer privacy is by bringing together key stakeholders in the industry, educating them on the benefits and developing the technical standards that will create the change the industry needs.

“I knew blockchain paired with cryptography could deliver significant change to the advertising industry,” says Adam Helfgott, CEO of MadHive and founding member of AdLedger. “I also knew it would take a concerted effort to drive adoption across such a broad landscape of stakeholders.”

Uniting brands, agencies, publishers, and technology vendors provides an open forum for collaboration, allowing the industry to express their concerns and tackle the issues head on. Advertising industry leaders like Meredith, Hershey, IPG, Publicis, and GroupM are forming working groups that release findings for broader industry education, while companies like Omnicom, MadHive, and Beachfront are already engaging in proof-of-concept projects to tackle issues like fraud, brand safety, and transparency.

So, it begs the question: Why not leverage these technologies for privacy as well?

The Privacy Solution = Privacy-by-Design

Cryptography is already being used to keep consumer data safe, at-scale, in an industry adjacent to advertising: e-commerce. Every time you buy something on your favorite website and the little green lock pops up in your browser as you type in your credit card information, cryptography is being used to protect that sensitive information.

But cryptography’s potential runs much deeper than this single application. It can provide mathematical proof for things like data provenance, while simultaneously ensuring regulatory compliance. This gives publishers the ability to secure their first-party data and thereby control access to their most precious resource – their audience. For advertisers, this immutable chain of custody and identity validation of supply-chain participants creates a brand-safe environment in which customers are reached with the right message at the right time.

The best part? Cryptography and blockchain can be baked into the underlying digital advertising infrastructure, which will automate this entire process and create a system with privacy-by-design. But the only way to integrate these technologies and drive mainstream adoption is through the unification, education, and collaboration of key industry stakeholders.

Long-term fixes take time, but the value prop for publishers and advertisers is evident. And maybe the GDPR and CCPA regulations are the push the industry needs to join forces and work toward a long-term solution.

3 Ad Campaigns That Resonated With the Gen Z Audience

Gen Z is completely shifting the way advertisers work. The long-held mindset of heritage, comfort, and familiarity is being upset by this up-and-coming generation of digital natives. Gen Z approaches the world differently than previous generations.

Gen Z is completely shifting the way advertisers work. The long-held mindset of heritage, comfort, and familiarity is being upset by this up-and-coming generation of digital natives. Gen Z approaches the world differently than previous generations, and their way of thinking is coming to the forefront of today’s society. Their passion for social justice, demand for authenticity, and short attention spans have forced brands that target Gen Z consumers to shift their advertising strategies accordingly.

Today, brands are starting to get better at picking up on what Gen Z values and learning to adapt. From a company structure perspective, this can mean implementing more corporate social responsibility initiatives; while in advertising and marketing, this can mean deploying messages, media, and strategies designed to resonate with Gen Z consumers. There are a number of one-off ad campaigns that have redefined success with this generation, as well as continuous campaigns and brand behaviors that are molding and shaping the way marketers and advertisers target this audience.

Here are examples of three very different ad campaigns that have resonated with Gen Z in unique ways, and how they did it.

Aerie ‘Real’ Campaign

Historically, clothing brands have promoted themselves with bombshell supermodels who possess unattainable beauty. It may seem simple, but Gen Z is challenging that paradigm by calling for and responding to ad campaigns that feature “normal” people, and by rejecting impossible beauty standards.

In the early ’00s, brands began receiving backlash for digitally enhancing the faces and figures of their models in noticeable ways and removing anything that might be seen as an imperfection. Once it became clear that this imagery was harmful to the development of young girls’ self-esteem and confidence, American Eagle’s intimates brand Aerie decided to connect with its target consumer, Gen Z, with a different approach — body positivity.

In 2014, Aerie’s “Real” campaign was born. American Eagle started by announcing that it would not only cease the use of supermodels, but would also refrain from digital retouching. That campaign received a flurry of attention as the first-of-its-kind and was a big success. Since then, Aerie has continued to expand the parameters by which it chooses lingerie models. Campaigns have included women with curves, cellulite, small chests, large chests, disabilities, medical illnesses, stretch marks, body hair, and more. Furthermore, the “Real” campaign has expanded by including Aerie consumers. The brand encourages people to feel positive, confident, and comfortable in their own bodies and show it off by joining in with the hashtag #AerieReal on social media.

Not only has this approach helped Aerie stand out in the market and build a positive reputation with Gen Z, but it’s also increased sales year-over-year, with a 38% increase in Q1 of 2018, alone. Overall, the “Real” campaign enabled Aerie to earn credibility in authenticity, diversity, inclusion, and body positivity spaces. Aerie was also ahead of the curve, and many brands are now embracing body positivity and inclusion in their own branding.

Casper

Casper is a new age mattress company that has completely shaken up its sector. A traditionally brick and mortar industry, Casper took a direct-to-consumer approach to mattresses that appeals to a younger-skewing audience. Casper has succeeded with this business model by incorporating selling factors that are important to Gen Zers.

Before Casper, the idea of getting a bed-in-a-box was unheard of and viewed as impractical. Casper, however, had a deep understanding of its target audience and realized a DTC approach could be effective, if the brand positioned itself as a master in the mattress space. To that end, Casper deployed a robust content marketing campaign. The company leveraged social media and retargeting to garner attention and create brand awareness. Once its audience was engaged, Casper established itself as the expert in the space, using product comparisons, customer reviews, and influencer marketing to move the consumer down the funnel toward purchasing a mattress they had never even touched before.

In addition, Casper invested in building a sense of community around its brand. Campaigns like Staycation Story Hacks, unboxing videos, “Waffle Crush Wednesdays,” and the publication Winkle were all geared toward giving consumers many different ways to engage and interact with the brand, and with fellow brand customers. Together, Casper’s marketing efforts have brought in upward of 100,000 video views; 2,000 to 10,000 likes per post; and increased its valuation to $1.1 billion, in just five years.

#RevolveAroundtheWorld

Revolve, an e-commerce clothing brand geared toward Gen Z, has targeted and engaged these consumers, not with traditional advertising campaigns (like Aerie), but by putting its marketing dollars toward a large group of Instagram influencers — 3,500 of the most successful fashion influencers Instagram has to offer.

When influencer marketing really began to take off, Revolve saw an opportunity to grow its relatively new brand and build buzz. The company established an ongoing relationship with Instagram’s most popular fashion influencers, including Kendall Jenner, and began throwing #RevolveAroundtheWorld events in popular destinations, including Palm Springs, Turks and Caicos, and the ever-important Coachella — a super hub for influencers and Gen Zers, alike.

These lavish trips and events are invite-only and create a space where influencers can come together and do what they do best — advertise Revolve’s products by modeling the clothing and publicizing them all over their Instagram accounts. An event exclusively filled with popular Instagrammers effectively gets the brand name out there and capitalizes on the “wish you were here” mindset that Instagram seeds in its users. Consumers have their attention grabbed by the glamorous photos and then may feel inspired to buy the trendy clothing they see. They both relate to and aspire to be like their favorite influencers. Clearly, this approach is working, as Revolve was recently valued at $1.2 billion.

Final Thoughts on Gen Z Ad Campaigns

In today’s world, it is vital that brands— old and new, alike — continue to evolve in the ever-changing advertising landscape. Brands that target Gen Z have to shape their marketing and advertising strategies to convey authenticity, relatability, consistent engagement, and progressive social values. American Eagle’s Aerie, Casper, and Revolve have each taken a highly distinct and unique approach, and each has succeeded in its own way. There are lessons to be learned from their similarities, and their differences. There are many ways to craft campaigns that resonate with Gen Z, but they won’t look like campaigns of the past.

How Music Can Shape Your Ad

With the exception of radio ads, advertising tends to be considered as a visual medium. However, if you’re creating a video ad that relies on both sights and sounds to sell something, you need to think carefully about the role your background music plays.

With the exception of radio ads, advertising tends to be considered as a visual medium. However, if you’re creating a video ad that relies on both sights and sounds to sell something, you need to think carefully about the role your background music plays.

Of course, it’s possible to produce a video ad without a musical backdrop, especially if you’re trying to go for a minimalist approach. But most ads can be enhanced by choosing and integrating the right music.

Original Music vs. Stock Tracks

If you’re working with a budget, you might consider trying to use stock music tracks in the public domain; these tend to be cheap or free, and can provide a decent enough backdrop to the rest of your ad. However, they tend to be used by a lot of brands and may make your brand seem unoriginal.

It’s usually much better to purchase the rights to a recognizable track, or even better, come up with original music of your own. You can recruit musicians online to write and perform a custom drum track, and incorporate other instruments as you see fit. With the level of customization and flexibility available, this makes it possible to create the “perfect” track to represent your brand or product.

Rhythm and Energy

The distinct “energy” of a song can also factor into its impact. Pay attention to the beats per minute (BPM) of the song; if you want to convey a sense of excitement or enthusiasm, something with a higher BPM is better. If you’re trying to evoke a feeling of sentimentality or sadness, something slower and more somber is more effective.

Lyrics and Instrumentation

Pay close attention to the instrumentation of the piece, as well as the lyrics (if there are spoken words). Heavy percussion can give your product an energetic or militaristic feel, while light woodwinds can make it seem ethereal or whimsical. Rock instrumentation, like distorted guitars, can give your brand an approachable, relatable appeal, while traditional orchestral instrumentation can give your product an air of elegance or class. Be especially mindful of the lyrics; it’s not necessary to choose a song with lyrics that match up with your brand or product, but make sure those lyrics aren’t actively working against you.

Genres and Audience Connections

Genres and artist selections are your best gateway to connect with a specific demographic, and these connections often make intuitive sense. For example, would you use country music, rap music, and EDM music to appeal to all the same demographics?

Also consider the artist preferences of your target demographics, especially when broken down by age. For example, 13-year-olds might prefer new and upcoming artists in the pop scene, while 64-year-olds will prefer classic established artists like Roy Orbison, the Everly Brothers, or the Doors.

Associations and Nostalgia

Nostalgia has always been a powerful force in marketing and advertising, and you can capitalize on that by choosing a popular song from a strategic time period. For example, if you’re marketing to people in their 50s and 60s, you can choose songs that were popular when the graduated high school (in the 1980s and 1990s) to evoke reminders of their teenage years. You could also choose songs associated with popular films and TV shows if you want to call to their existing fan base (assuming you can get the rights to the music). You may also be able to capitalize on similar associations, like songs that are affiliated with specific locations, moods, or scenarios.

Role in the Ad

You’ll also want to consider how the music helps the ad flow, especially if you’re incorporating a spoken narrative or audible dialogue. In some cases, pairing strong visuals with nothing but a powerful song in the background can create the effect you want. But in others, you’ll want the main focus to be on the words of the narrator; in these cases, it’s important to edit the music to be audible, but out of the way when someone is speaking. For example, you might cut to sections of the music with no lyrics, or lower the volume during moments of speech. You might also choose to time the song, so its climax or most important section corresponds with the end of the ad, or with a call to action.

Music is an art form that, when executed properly, can take your advertising game to the next level. It’s not something to be shoehorned in at the last minute, nor should you simply choose a song because you like it. There are hundreds of variables that need to be considered, and the deeper you dive, the more likely you are to come up with an ad that speaks directly to your target audience.

7 Steps to Advertising to the Emerging Gen Z Consumer

Advertising to the emerging Gen Z consumer is both as challenging and simple as it has ever been, which is an oxymoron in itself. But it perhaps explains the complexity of this 32% of the global population, which is edging out Millennials.

Generation Z, the post-Millennial group of digital natives born after 1997 who have an insatiable desire for instant gratification and personalization in all aspects of their lives, is arguably the most unique generation to come. Advertising to the emerging Gen Z consumer is both as challenging and simple as it has ever been, which is an oxymoron in itself. But it perhaps explains the complexity of this 32% of the global population, which is edging out Millennials.

Before we get into methods for marketing to Gen Z, it’s important to understand who this generation is and the qualities that make them unique. Generation Z has never lived in a world without the web. The Internet has always existed for Gen Z; though it has evolved into an entire entity in the last decade or so, life without an online presence is but a vague and distant memory to them. In this day and age, 96% of Generation Z members own a smartphone and, on average, they spend more than three hours a day perusing their devices. Social media is the beast that lies within these smartphones and has proven to be a powerful tool highly utilized by this generation.

For some, reaching Generation Z may seem difficult for this very reason — from the outside in, they are seemingly out of touch with the real world. For advertisers, however, it has made Gen Z more reachable than any preceding generation. Making a connection has a whole new meaning in advertising, due to the realm of social media and smartphones. Here are best practices on how to reach and engage with the Gen Z audience:

Reaching the Gen Z Audience

While Gen Zers have earned a reputation as arduous customers, there are various methods advertisers can tap into to successfully sell their brands/products to this tenacious bunch. As a well-informed and arguably opinionated generation, they generally respond well to brands that earn their loyalty as customers. This is unique to Gen Z, as other generations have typically chosen what they consume based on tradition. And just how can advertisers earn their loyalty? Sell the all-encompassing brand and its story to give it a sense of relatability.

Authenticity

When determining how to best reach this demographic, one word should be kept top of mind: authenticity. Research shows that 63% of Generation Z want marketing from “real” people, as opposed to celebrity endorsers. I put “real” in quotation marks, because this category does not stop at trusted friends and family of Gen Zers. A trusted source or friend can be found anywhere from an inner circle to their favorite social media influencers and bloggers. Influencer marketing has proven successful with this generation, because hearing about a product from an average, everyday person (with 10,000-plus social media followers, that is) resonates more deeply with Gen Z than seeing a high-profile celebrity endorse everyday items.

Influencers

Influencers are more trusted by Generation Z because they don’t seem like they’re trying to persuade; rather, they’re just filling their audience in on something they enjoy. In turn, influencer marketing does not feel like corporate manipulation. Furthermore, their followers are just that: people who follow and are invested in their lives. They are already sold on the person, which makes it easy to trust their opinion.

Keep Reaching Out/Retargeting

Online retargeting is key in engaging this generation and staying top of mind. Once Gen Zers begin researching a brand, it is vital to remain relevant to them, and retargeting is one of the best ways to do so. It is an easy way to take them through the buying process, so they end up as loyal brand advocates. As a generation obsessed with fast-paced, instantaneous moments, it can be easy to forget about something if it’s not reinforced. Retargeting — by means of social media and banner and display ads — is paramount to success with Gen Zers.

With the power of online retargeting, however, it is important to put a cap on the frequency, as to not fatigue the potential buyers. If a member of this group sees an ad too frequently, it can wind up in lost interest. They may feel it is being pushed too hard on them — which is quite the opposite of feeling authentic and caring.

Authentic Reviews

Online reviews are another important factor when Generation Z considers a product. Creating a space where they can hear from people of a similar background in a written or spoken testimonial to the product can make all the difference. Reviews get customers involved and allow their voices to be heard, tying in an element of personalization. In order to receive genuinely positive and highly regarded reviews from Gen Z, it’s important a company is honest, maintains the quality it guarantees, and makes them feel special throughout the process. They don’t want to be considered another number; rather, they’d like to feel included and impactful.

Corporate Social Responsibility

Generation Z also cares deeply about brands that have a positive social or environmental impact. It is of the utmost importance for a brand to come across as one that cares — in all aspects. Though Gen Z can seem like they lack character or substance, because they spend so much time disconnected from the world around them, this group actually has a tendency to express their values online and want to vocalize those beliefs. Therefore, they appreciate when a company does the same. Voicing inclusivity, social justice, and sustainability can majorly impact a Gen Z target while they determine whether a brand is worthy of their purchase. Typically, members of this generation look at a brand from a holistic standpoint before deciding to become a customer or not. This is why a company’s social media presence is one of the most important upkeeps. Serving as a place to express oneself, it’s the prime method to communicate a brand’s the progressive values.

Engagement

Ultimately, the best way to engage with Gen Z and make them purchase is to foster a connection that does not feel contrived. They love realness above all and prefer that a company is upfront with what it has to offer and what it values holistically. With technology at the tips of their fingers, Gen Z members have almost always done their research before purchasing. This is why marketing to them is more crucial than ever: the way a brand portrays itself online and the decisions it makes can make or break its profitability. Advertising geared toward Gen Z should always pique their interest and keep that interest alive until they decide it’s time to buy. The initial point of contact in getting this audience’s attention will push them to look further into a brand to ensure it’s something they’re interested in putting their money toward. As such, it is vital to a company’s success to maintain strong marketing and advertising tactics — from start to finish, throughout the buying process.

Brands: Show You Care About Gen Z

The bottom line of advertising to the Generation Z audience is that you should always sell the brand as one that cares not only about its own success, but also about the success and ultimate happiness of its customers. Maintaining happy customers, at the end of the day, is the main driving force behind the success of any Gen Z-focused company.