Interesting read from “Business Insider” on how Facebook originally structured it’s advertising business on old media metrics and subsequently put the company’s monetization strategy behind schedule, and with it, the opportunity to lead the commercializing of the digital advertising business. It is important to note that Facebook still generated just under $5 billion dollars in advertising revenue last year.
Now with the launch of Facebook Exchange (better known as FBX in the industry) this summer, the company is focused on selling re-targeting ads (cookie-based ads focused on intent or interest in a product/category) vs. consumer profile (demographics). The good news for Facebook is that re-targeting ads should be a growth engine for the company and start to deliver a greater return and increased Shareholder Value.
Read more: http://www.businessinsider.com/facebook-fbx-2012-9#ixzz27gDq4TCx
Happy belated birthday, Bruce Springsteen! I do not know how you do it. Despite just turning 62 years old and having created 17 albums over a 40 year span, your brand still rocks. You continue to deliver a meaningful personal connection between your brand and the audience that sticks. I was inspired to write this blog when a fellow concert-goer from a concert this past August sent me a link to the interview above and why Bruce Springsteen still matters.
How does he do it? I came across a great blog from Andy Beaupre on the “8 lessons from Bruce Springsteen on staying relevant”. It is a great summary of why Springsteen is more relevant than ever. <a href="http://www.beaupre.com/blog/index.cfm/2012/3/29/8-lessons-from-Bruce-Springsteen-on-staying-relevant.
In short, Springsteen and the E Street Band consistently deliver on their musical brand promise:
Like Andy, I also experienced Bruce Springsteen in concert this summer but I saw him play in Toronto. It would be appropriate to describe the concert more as a religious revival and Springsteen was still the master at converting new fans to his music. You could see how much he still loved what he was doing; the relevancy of his songs, the band and their stamina (they played for almost 4 hours straight), Springsteen’s authentic personality, and how he was an adept at reaching out to a younger demographic to build his brand. Kids maybe have been at the concert with their parents but they could not help leaving the concert being sold on his music and the E Street “brand”. That type of connection is priceless.
Smart marketers can learn a thing or two from Bruce Springsteen about brand building. Maybe that is why they call him the “Boss”.
“The next big thing was already here”
The cell phone war between Samsung and Apple continues to heat up. Check out the very clever Samsung Galaxy tv ad poking fun at the iPhone5 new release. The ad shows fans already waiting in line to get their hands on the new iPhone5 and them being taunted by owners of the S3 because they those features already exist on their Galaxy S3 phone. The ultimate slap to Apple is the son waiting in line to buy the phone for his 50-something year old parents. Samsung have said that they have merely taken conversations that are currently occurring throughout culture and the media and have reflected them in the ad.
I think the Samsung campaign was “smart” because it broke through the smartphone clutter, pointed out the iPhone 5 features in a humourous way and had people talking about it. The ads still managed to take a “small bite” out of Apple’s smartphone sales. You might say that Samsung borrowed the same advertising playbook from Apple when it ran the hugely popular Mac vs. PC ads in 2007. Apple was not afraid to take on Microsoft-operated computers or direct pot shots that made the PC features seem outdated and better suited to an older demographic. Those ads doubled Mac’s share of the computer industry and they never looked back.
Still trying to make sense of that ambiguous term called -Integrated Advertising? Watch this clever and witty video created by Baumann Ber Rivnay/Saatchi & Saatchi Advertising, Tel-Aviv. This is what happens when brands and their communication agencies tell a story well.