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Ads & Marketing

  • Kendall Jenner’s Pepsi ad has gone viral for all the wrong reasons

    Update, 6 April, 10.00am: Pepsi has since issued an apology and removed the advert from circulation. pic.twitter.com/I21nQl68cY — Pepsi™ (@pepsi) April 5, 2017 Many believed the apology to Kendall Jenner -- rather than activists at large -- to be a misstep. @pepsi @KendallJenner Apology to Kendall = ridiculous. Like screenwriter apologizing to actor for being in bad movie after reading script. — Sidaya "Sid" (@SidayaSherwood) April 5, 2017 @pepsi In your next apology, I suggest you apologize to victims of police brutality and those who *actually* protest such atrocities... — Brandy Reese (@blreese) April 5, 2017 Jenner has not yet issued a statement. Original article: Pepsi has long been known...

  • Marvel’s The Defenders’ clever trailer is a video marketing treasure hunt

    Netflix seems to be loving clue-riddled trailers, and no one is complaining. In the latest teaser for the upcoming Marvel's The Defenders series, viewers are allowed their first look at Daredevil, Luke Cage, Jessica Jones and Iron Fist together and working as a team. And this isn't all Netflix has gifted. In the teaser, the gang wait in an elevator before Jessica Jones realises a CCTV camera is watching them. She immediately destroys it. But hidden in the seemingly innocuous teaser are two clues to the new series. Marvel's The Defenders' first trailer is a smart bit of video marketing The first is a...

  • Periscope live streams will now feature YouTube-like ads

    After news broke this week that Twitter is mulling a possible paid tier of TweetDeck, the company this week announced a new advertising format for Periscope. The social network will begin to show pre-roll advertisements on the live broadcasting service videos similar to YouTube's pre-video ads. This means that users wanting to watch a clip on Twitter's video streaming service will need to sit through an advertisement first. "Today, we’re introducing a new opportunity for publishers and creators to monetize their content, and for brands to advertise against it, with pre-roll ads on Periscope video within Twitter," the company announced. "Pre-roll ads...

  • Facebook’s new feature will turn it into a digital shopping mall

    In its never-ending quest to connect the world and make loads of cash doing it, Facebook has today announced a new shopping advertising format dubbed Collection that will helps brands showcase products on mobile. And yes, only mobile. "Mobile has reshaped how people discover, learn and ultimately buy from businesses," the company writes in an update. "People are also watching more videos on mobile, and shoppers want to see products as they exist in the real world—but they also expect fast-loading, seamless experiences when they discover and buy on mobile." The company's solution to this is to allow brands to tell their own...

  • Artificial intelligence: how is AI changing marketing?

    2017 is set to be the year of artificial intelligence (AI). With companies such as Amazon Web Services offering AI on tap -- including image recognition and natural language understanding -- an increasing number of machine learning powered services will be finding their way to the consumer. Those involved in marketing and retail might have already seen offerings filter through, with the following pointing the way the AI winds are blowing. Elementary, my dear In the world of AI, Watson is one of the best-known names out there. Built by IBM, this computer system is able to learn from massive amounts of...

  • The Bookmarks 2017: here are the winners

    In case you weren't anywhere near Twitter or Sandton last night, the 2017 and ninth edition of The Bookmarks took place last night. The IAB Bookmark Awards (as it is more formally known) is known in the digital industry for "rewarding excellence in digital and recognising the powerful impact interactive has on the overall marketing mix". You could call it the SAMAs of the digital industry. "South Africa’s top talent and most memorable campaigns were recognised, illustrating how far the digital industry has come and laying the path for future innovation," IAB writes in a press release. So, who won? Memeburn and Creative Spark...

  • Lancewood cheeses Facebook Messenger bots to bring you novel recipes

    Humans have been sending other humans emoji for thousands of years now, so it's only right that the system should be used by brands. Speaking of which, South African cheese brand Lancewood has announced a nifty little marketing campaign relating to its Ultimate Braai Master partnership. Dubbed Lancewood Emoji Meals, the company's using a Facebook Messenger bot and your choice of emoji to receive related recipes featuring one of the company's products. "By sending a food Emoji to LANCEWOOD®’s Facebook page via private message, the Bot instantly responds with a recipe or tip related to the Emoji. As an example, Clarissa...

  • 13% of South Africans use ad-blocking – study

    A new report by Effective Measure has found that 13% of South Africans use ad-blocking software. The study saw 2987 respondents being surveyed from December 2016 to January 2017, Effective Measure wrote in an emailed release to Memeburn. As for the reasons why people use ad-blockers? Well, there aren't any surprises here... "The report reveals that the top reasons why ad blockers are used by consumers are because of the disruptive, annoying and overwhelming number of advertisements. Security and speed were also common concerns." How does South Africa's figure compare to ad-blocker usage in the USA and Australia? Well, 26% of people...

  • How to increase your advertising ROI with Programmatic buying

    Programmatic buying is a relatively new concept in South Africa and it uses highly advanced technology -- both of which can make it seem intimidating. If you are a marketer who has mainly operated outside of digital -- planning a programmatic ad buying budget probably feels very overwhelming. The reality is, programmatic buying allows more control over your advertising campaign than most traditional platforms. Media buying and selling is fast-paced and being able to make decisions in real-time can give your brand a competitive edge. Simply put, programmatic buying enables brands to utilise audience insights and technology to tailor messages to...

  • YouTube reportedly ditching long, unskippable ads

    YouTube's in-video advertising will undergo a transformation in the coming months, this according to a new report by Campaign. The report suggests that the Google-owned video powerhouse is looking at a new advertising strategy, and will ditch its 30-second unskippable ad format looking instead to more user-friendly, bite-sized ad snippets. The company has "decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers," according to a Google spokesman quoted by Campaign. According to a new report, YouTube will be ditching longer advertisements on its platform in favour of more...

  • South Africa, you can now Shazam this fragrance using Bluetooth technology

    You can Shazam a song, sure, but what about a fragrance? The music recognition service has now partnered with fragrance brand Azzaro to let users do just that -- let fragrance-shoppers Shazam a scent. From tomorrow, South Africans will be able to use the service to detect Azzaro Wanted's scent using Bluetooth beacon technology. The press release claims that spraying the fragrance, and tapping the Shazam button will allow "their phone will automatically identity the fragrance and offer them a unique page of Azzaro ‘Wanted’ content". Unfortunately, the app doesn't detect the fragrance itself, but rather the Bluetooth beacon. Nevertheless, the spritz...

  • McDonald’s reengineers the straw for the sake of a milkshake

    When McDonald's isn't making quick and easy to eat food, the company also hires engineers to design straws. "No, seriously." The multi-national food giant published a short clip to YouTube this week, highlighting the lengths it took to design a brand new straw for its Shamrock Shake beverage. The straw, which is a limited edition item, has been designed to better fuse the two elements of the shake -- chocolate and mint -- to ensure drinkers get the correct flavour profile. Two engineering firms, namely JACE and NK Labs, took up the challenge, probably because there wasn't much else to do in...

  • Facebook’s ad tracking system now updates in milliseconds

    Facebook announced Friday that it would be providing marketers with in-depth analysis on the ads they pay for. Over the course of the year, the company intends to detail to buyers the milliseconds an ad is on screen -- that is the milliseconds 50% of an ad was on screen, and the milliseconds 100% of an ad was on screen. The company also intends to offer buyers more choice in how they pay for ads. The three new options are completed-view buying, two-second buying and sound-on buying. Completed-view will allow advertisers to pay for video ads that have been viewed in...

  • Instagram Stories will soon get full-screen video ads

    If you're one of the 150-million people who use Instagram's Stories feature, you're in for a new surprise this year. Thanks to the feature's popularity, the company will soon feed advertising shorts into various users' Stories. These won't link to any site or app, but will also be easily skippable thanks to a close button in the clip's top right corner. The ads will span between five and 15 seconds in length. The company explained that now seems to be the perfect time to monetise the feature, as around "70% of Instagrammers" follow a business on the network. Users will soon see...

  • Webfluential: influencer firm to shutter agency operations

    Influencer marketing company Webfluential has confirmed that it will be shutting down its local agency operations, Memeburn has learnt. The news comes after Webfluential announced that it would be "increasing its local partnerships" in 2017. The company said that it would be offering a self-service platform for brands to manage campaigns. It added that for more complex campaigns, it has recruited "strategic partners". Webfluential also said that its existing account managers would be working from within these partners. However, a source has contacted Memeburn to dispute the claims. "As for their account managers that will be 'working from within the partners', they have told their whole...