Advertise – Tempo Visuel Sat, 12 Jun 2021 03:56:23 +0000 en-US hourly 1 Advertise – Tempo Visuel 32 32 Reba McEntire speaks out after political fundraiser falsely advertises her name Fri, 11 Jun 2021 19:56:00 +0000

Reba McEntire responded after being announced as attending an upcoming fundraiser for South Dakota Governor Kristi Noem, telling fans on Instagram on Friday June 11 that she never planned to be a part of the event. “Last night an invitation to a political fundraiser with my name was sent without my knowledge with our permission,” the singer wrote in a post she shared on Instagram without a caption. She also posted the same statement on Twitter.

“I had and do not intend to attend this event and I had informed the organizers as such,” she continued. “Throughout my career I have said that I am not in politics and that remains true today.” A flyer for Noem’s BBQ fundraiser shared by reporter Stephen Sanchez lists Montana Governor Greg Gianforte, Montana Senator Steve Daines, Montana Congressman Matt Rosendale, actor Red Steagall and McEntire in as special guests of the event, which is scheduled for Sunday, June 13 at a ranch in Montana. Tickets cost $ 500 per person and $ 1,000 per couple with $ 8,000 per couple, ask the host committee.

Noem, a Republican, has been governor of South Dakota since January 2019 and was elected ally of former President Donald Trump. During the pandemic, she did not implement face mask warrants in her state and encouraged large gatherings without social distancing or masks. She backed the Trump administration’s false allegations of electoral fraud in the 2020 presidential election and signed several conservative pieces of legislation, including bills restricting abortion and a bill banning transgender athletes from playing. on or against women’s school and college sports teams.

During an appearance on View in 2017, McEntire explained her decision not to talk about politics, sharing that she believes her job description as an artist does not include her giving her political opinions. “I understand it this way: they paid their hard-earned money to get in there and take a seat – park, buy something at the concession stand, eat before the concert – I’m here to entertain them, to take their seat. worries away from them, so when they go out they can kind of have a bit of a lift in their step and [go], ‘Aw, that was such a lovely break from all the issues I have to face in everyday life, “she said.” So I’m not going to give them my political views. This is not my place. “

“It’s my job to entertain,” she added. “It shouldn’t be my platform to be on stage and give my political opinions.”

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Google vows to resolve ad privacy investigation with UK Watchdog | WGN 720 radio Fri, 11 Jun 2021 11:22:06 +0000

Donor: Has been updated:

File – File of Monday, November 5, 2018 In the photo, a woman passed the Google logo at the China International Import Expo in Shanghai. On Friday, June 11, 2021, Google promised to give UK regulators the role of overseeing plans to phase out existing ad tracking technology from the Chrome browser. UK competition watchdog is investigating Google’s proposal to remove third-party cookies over concerns over weakening digital advertising competition and establishing the company’s market power. (AP Photo / Ng Han Guan, file)

London (AP) – Google has pledged to give UK regulators the role of overseeing plans to phase out existing Chrome browser ad tracking technology as part of a competitive investigation into the tech giants. ..

UK competition watchdog is investigating Google’s proposal to remove third-party cookies over concerns over weakening digital advertising competition and establishing the company’s market power.

To address concerns, Google made a series of commitments on Friday, in particular by giving the Autorité des marchés financiers a supervisory role in the design and development of alternative technologies.

“The emergence of high tech giants like Google has presented competition authorities around the world with new challenges that require a new approach,” said Andrea Kosheri, CEO of Watchdog.

The Competition and Markets Authority works with technology companies to “shape their behavior and protect competition for the benefit of consumers,” he said.

The promise discriminates against rivals in favor of “substantial restrictions” on how Google uses and combines individual user data for digital advertising purposes and its advertising activities using new technologies. It also includes a commitment not to do so.

If Google’s commitments are accepted, they will be implemented globally, the company said in a blog post.

Third-party cookies (code snippets that record user information) are used by businesses to more effectively target advertisements and to fund free online content like newspapers. However, it has been a source of long-standing privacy concerns, as it can be used to track users across the Internet.

Google has rocked the digital advertising industry with plans to eliminate third-party cookies. This raises concerns that new technologies will leave less room for competitors of online advertising.

Google vows to resolve ad privacy investigation with UK Watchdog | WGN 720 radio

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5 reasons to put your money in PR instead of advertising Thu, 10 Jun 2021 17:34:22 +0000

As a small business owner, entrepreneur, new marketing manager of a successful business, you might be wondering how to grow the business and get the most out of your marketing budget.

With a budget of $ 50,000, $ 5,000 or even $ 500 for the year, you may be wondering… Where is this money best spent? What form of promotion will attract the most attention to your business, product or message?

If you’ve made it this far, you’re currently debating between what seems like a sure thing in advertising or a lesser-known aspect of PR marketing. Or, better yet, you might be reading this because you’re not really sure what the difference is between the two.

So let’s start there.

When my friends or family ask me what I do for a living, the simple, easy-to-understand answer is, “It’s like advertising without money. While that’s the simple answer, it doesn’t capture the essence of what public relations really is.

To break it down into more technical terms, advertising is paid media, while PR is earned media. While advertising and PR help build brands and connect with consumers, PR works with journalists / reporters to help tell your story, instead of paying for a post to be sponsored.

So why should you invest your money in PR (other than being asked by a PR professional)? Let me give you my opinion, and over ten years of experience, condensed into the top five reasons why you should invest your money in public relations.

PR messages are more authentic: Every year I watch the Super Bowl, mostly for the commercials, and I’m blown away by how many of them touch my heart or make me laugh. While some ads can surely be genuine, I would say PR media placements are more genuine. I love my job because it allows me to tell the stories of my clients and to generate enthusiasm among journalists / writers for an organization. Instead of paying a media outlet to deliver a client’s message, I use my client as an expert in their space and media expert. Think of it this way… when you see a blog post about a product review and at the top it says, “I was paid by Company XYZ to review these products”, readers may think that it is. This is biased and not as honest as someone who rated the product and wrote their review for free – no conditions other than receiving the product to try.

PR gives you more screams for your dollar. This is a more appropriate way of basically saying that you will get your money’s worth or “more for your money” with public relations. I cannot stress enough that in terms of expenses, PR is only a fraction of what you would pay for advertising. Full page advertisements in weekly newspapers can cost up to $ 100,000. And that’s for an ad! Meanwhile, typical monthly PR agency fees range from $ 2,000 to $ 5,000. And while public relations are not guaranteed, you will surely get more out of that budget than just one media placement. If you don’t, you’re not working with the right PR firm.

Media reports reach more people than advertisements. In our industry, we describe reach as the number of times humans have seen a post or article. If you place an ad in the same magazine that publishes a media story, you will technically reach the same number of people. However, not many people engage with ads. In fact, if they’re like me, they ignore or skip the ads. This is very different from a news story, in which people will stop and read or watch, and actively engage. At the same time, often press releases and news are picked up by other media. For example, if a press release is posted on a national media website, local media may retrieve it, increasing the number of people who see it.

PR will benefit your brand, more than an individual product. Companies often misinterpret the purpose of public relations for their organization. While many business owners would like to see PR ultimately lead to sales, that is not the primary focus. The main objective of performing public relations is to maintain and strengthen the reputation of the company, as well as to interact with its audience / consumers. Ads are used to sell products, which absolutely must be a goal of your marketing strategy. However, public relations are used to reinforce the image of your business as a whole.

Public relations are almost 90% more effective than advertising. I found this statistic, taken from Nielsen, when I was researching and writing this article. This does not surprise me, as I have seen that media placements attract more attention to a website, visits to an event, or purchases of a product than advertisements. Thanks to public relations, your business appears more credible to the world because it is written or told by a third-party source. Third-party validation by a journalist or writer is much more convincing than an advertisement where the message is one-sided. Public relations builds trust and a relationship with your customers.

Every business is different and has different strategies for growth. Advertising can be the right option for many. But, having worked in the PR industry for 10 years and having seen a lot of business owners, who are not familiar with PR or how to use it, I recommend that you do your research and think about it. .

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Howard ‘Tom’ Thompson, 89, Led Darien Senior Men’s Association, active volunteer, publicity manager Wed, 09 Jun 2021 23:49:02 +0000

Howard “Tom” Thompson passed away on May 29th. He was 89 years old.

Howard Thompson obituary Tom Thompson obituary

Howard Thompson, 89, died on May 29. His funeral will be private and will take place in August.

Born in Oak Park, Illinois, Tom spent his childhood in New Canaan and eventually raised his family in Darien. After graduating from Middlebury College in 1953, Tom served in the United States Navy.

Tom married Ann Hilton in 1958. Together they raised two children. In business, he had a distinguished career as an advertising manager, most notably as vice president of the advertising agency Benton & Bowles.

During his 63 years in Darien, he was Treasurer of the Presbyterian Church of Noroton, President of the Darien Red Cross, and President of the Darien Senior Mens Association. Tom volunteered for the Meals on Wheels organization in Stamford.

Tom has spent time with his family on numerous Caribbean vacations and summers in Plymouth, Massachusetts and Cape Cod.

He was an avid New York Yankees fan and also cheered on the Patriots, as his granddaughter is a New England Patriots cheerleader.

In addition to his wife Ann, Tom is survived by his two daughters, Cynthia Thompson Daniska (Michael) of Bethel and Betsy Thompson of Darien. Tom is also survived by two grandchildren, Scott Daniska and Lauren Daniska, both of whom reside in the Boston area.

A private family memorial will be held in Plymouth in August.

Instead of flowers, donations can be made in memory of tom at Fidelco Foundation for Guide Dogs, 27 Cannon Road, Wilton, CT 06897.

an obituary from Lawrence Funeral Home, where online condolences can be made

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Google Changes Global Advertising Practices With Groundbreaking Antitrust Laws Wed, 09 Jun 2021 07:04:21 +0000

Google has said it will make changes to its global advertising business to avoid abusing its control by succumbing for the first time to antitrust pressure in a groundbreaking reconciliation with French authorities. The contracts with the French competition monitoring authorities rebalanced the power over advertising in favor of publishers who dominated business in the pre-internet age but lost control due to the rapid rise of Google and Facebook. Can be useful for.

The settlement, which included a € 220 million ($ 268 million) fine announced on Monday, was the first time a U.S. tech giant has agreed to make changes to advertising business, which is making the most of it. part of his income. “The decision to sanction Google is particularly important because it is the first decision in the world to focus on the complex algorithmic auction process on which the online advertising industry relies,” said the French antitrust. Isabelle de Silva, the lawyer, said.

According to advertising media companies and Google’s competitors, the French regulation alone may not have a significant impact on the industry’s market share. However, they hope this will trigger similar antitrust proceedings in the United States and other jurisdictions. “This decision is an important step in revitalizing competition and innovation in advertising technology. Publishers, who are the main victims of Google’s practice, will eventually profit, but the battle is just beginning. “Smart CEO, who provides advertising technology to publishers.

The French proceedings, for example, do not mention that Google controls the dominant search properties and YouTube to thwart the competition. It also doesn’t mention the privacy restrictions that Google is introducing on the web that could benefit your business at the expense of your competition. Instead, Watchdog focused on the relationship between Google Ad Manager, which publishers use to auction ad space, and Google AdX, one of the many marketplaces where they can manage auctions. According to authorities, Google has increased its market share by sharing strategic data on the two services and making them less fluid than competitor’s systems.

This privileged relationship has “deprived publishers” of taking advantage of the industry’s potential competition. Some changes are expected to take place by the first quarter of 2022, Google said. He added that he would not challenge this decision. A company has been added.

The successful advertising practices of tech giants based on the vast amount of data accumulated over the years has infuriated many publishers around the world. French antitrust authorities said the ruling paved the way for publishers who felt disadvantaged to seek damages from Google. Most of Google’s sales come from search ads and YouTube ads. But last year, around $ 23 billion was linked to publisher support for ad sales, antitrust investigations into Google’s business relationships, and some critics have called for the company to be disbanded. French Finance Minister Bruno Lemer welcomed Watchdog’s decision. “The practices Google has put in place to support its advertising technology have influenced news groups whose business models rely heavily on advertising revenue,” he said.

In response to complaints from News Corp, French publishing group Le Figaro and Belgian news group Rossel, the investigation began in 2019. News Corp signed a global information agreement with Google in February. With Big Technology This is one of the biggest transactions of its kind at Le Figaro. “We have not been involved in a lawsuit in France since we signed an agreement with Google in February, but we are a global partnership. We are happy and hopeful for our progress, for a long and fruitful relationship. for years to come, ”a News Corp spokesperson said.

Le Figaro group declined to comment, but Rossell did not respond to the request for comment.

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Coca-Cola sued for misleading advertising over sustainability claims Tue, 08 Jun 2021 18:03:57 +0000

In a lawsuit filed against the company Friday, Earth Island Institute, which publishes the Newspaper, alleges that Coca-Cola’s sustainability-focused statements amount to greenwashing or, in legal terms, false and misleading advertising. He stresses that despite intensive marketing of its so-called green image, the company is the number one generator of plastic waste in the world. Coca-Cola has also been named the number one corporate polluter for three consecutive years by the non-profit organization Break Free from Plastic’s. Global cleaning and brand audit report, which assesses plastic waste collected in dozens of countries.

The lawsuit, which was filed in the District of Columbia Superior Court under DC’s Consumer Protection Procedures Act, does not seek damages, but rather seeks to end the deceptive practices from the beverage giant. “With this lawsuit, we are simply asking Coca-Cola to be honest with consumers about its use of plastic so that consumers can make informed purchasing decisions,” said Sumona Majumdar, general counsel for the Earth Island Institute.

In addition to its general statements focused on sustainability, Coca-Cola advertises its recycling initiatives online and is one of the hundreds of companies that have signed the Global Commitment to the New Plastics Economy, committing to contribute to the plastic pollution crisis and aiming for 100% reusable, recyclable or compostable plastic by 2025. But this commitment, too, falls flat. According to Break Free from Plastic, the company has made little progress in tackling plastic waste since signing the pledge in 2018. And in fact, according to the lawsuit, Coca-Cola has actively opposed legislation that would strengthen recycling in the United States.

As the complaint says: “Contrary to Coca-Cola’s claims, the company remains a major plastic polluter, has made no significant effort to move to a ‘circular economy’ or otherwise operate as a ‘sustainable’ business, and has a long history of consistently breaking public promises on the Sustainable Development Goals.

Ideally, advocates say, Coca-Cola and other beverage companies would green their operations by increasing the use of reusable and refillable packaging. They would depend less heavily on the production of recyclable packaging and the promotion of recycling by consumers, tactics which have so far proved rather ineffective in dealing with the plastic pollution crisis and which justify the continuation of the campaign. plastic production.

“We want the Coca-Cola Company to stop greenwashing and false claims, to be transparent about the plastic it uses and to be a leader in investing in drop-off and recharge programs for the health of humans, animals. , waterways, the ocean and our environment, ”said Julia Cohen, co-founder and CEO of Plastic Pollution Coalition, an Earth Island project, in a statement.

Greenwashing is nothing new. And it’s not limited to Big Plastic. As consumers’ attention increasingly turns to environmental issues, companies are trying more than ever to present responsible environmental ethics. This tactic is particularly visible in the fossil fuel industry, which has increasingly begun to use climate-friendly buzzwords like “net zero” and “carbon neutral” to describe itself while doing little to actually do so. fight against its enormous climate impact.

Like Big Plastic, Big Oil has been called in for these claims. In 2019, nonprofit environmental law group ClientEarth sued BP, alleging that the company’s advertising promoted low-carbon technologies when nearly all of its spending was on oil and gas. gas. BP has withdrawn its ads.

More recently, several non-profit environmental associations, including Earthworks, Global Witness and Greenpeace USA, filed a complaint with the Federal Trade Commission on the similar practices of another oil and gas company, Chevron. The lawsuit, filed in March, alleges that Chevron has been misleading advertising by exaggerating its commitment to reduce pollution from fossil fuels and its investments in renewable energy. In April, ClientEarth also released a big survey compare the advertisements published by ExxonMobil, Chevron, Shell and several other oil and gas companies, with their overall impact on the climate and their progress towards reducing that impact. The group found, unsurprisingly, that the two did not line up.

“We are currently witnessing a big disappointment, where the companies most responsible for catastrophic global warming are spending millions on advertising campaigns about how their business plans are geared towards sustainability,” Johnny White, one of the ClientEarth lawyers, Told The Guardian.

Perhaps lawsuits like the ones against BP and now Coca-Cola will help put an end to these big disappointments. At the very least, they will hopefully inform consumers about the true nature of the products they are buying.

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Investors call for ethical approach to facial recognition technology Mon, 07 Jun 2021 23:22:26 +0000

LONDON: A group of 50 investors with more than $ 4.5 trillion in assets is calling on companies involved in the development and use of facial recognition technology, like Amazon and Facebook, to do so ethically.

The investor group, led by asset manager Candriam, a European division of US financial services firm New York Life, said in a statement that the technology could infringe an individual’s privacy rights , given the lack of consent of the identified persons, and that there is often no official control.

The initiative shows how fund managers are increasingly tackling political issues that were once seen as fringe topics for shareholders as retail investors pour billions of dollars into funds focused on ethical and sustainability criteria.

Human rights activists say facial recognition technology, which can be used to unlock smartphones or verify bank accounts, can also be used by governments to track citizens and quell political dissent.

The investor group said it would begin a two-year engagement process with companies developing or using the technology. He said he considers 34 companies to be leaders in facial recognition, including Amazon, Facebook, and Asian tech companies Alibaba and Huawei.

An Amazon spokesperson declined to comment. The other companies did not immediately comment when contacted by Reuters.

Amazon told Reuters last month it was extending the moratorium it placed on police on the use of its facial recognition technology. Civil liberties groups have warned that inaccurate correspondence could lead to unfair arrests.

“In order for investors to fulfill their responsibility to respect human rights, we call on companies to proactively assess, disclose, mitigate and correct human rights risks associated with their facial recognition products and services,” said Rosa van den Beemt, investment manager. Analyst at BMO Global Asset Management, one of the investors who joined the initiative.

The facial recognition technology market is expected to reach around $ 10 billion in 2020, Candriam said in a report released in March, citing a 2018 survey from Allied Market Research.

Among those who signed on to the investor initiative were Britain’s Aviva Investors, Royal London Asset Management, Canadian BMO Global Asset Management, Dutch NN Investment Partners and Norwegian KLP.

“The growing deployment and use of facial recognition technologies has human rights implications that are not fully taken into account by companies,” said Louise Piffaut, senior ESG analyst at Aviva Investors.

Candriam said there is currently no global framework governing the collection and use of biometric data, but the European Union has proposed its very first legal framework and China has released a draft standard.

The European Union’s privacy watchdog said in April that the technology should be banned in Europe because of its “deep and undemocratic intrusion” into people’s privacy.

(Edited by Jane Merriman)

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Former ASCI General Secretary Shweta Purandare Launches Advisory Service Mon, 07 Jun 2021 05:58:56 +0000

NEW DELHI: Shweta Purandare, former secretary general of the advertising industry regulator Advertising Standards Council of India (ASCI), on Monday announced the launch of an in-store advisory service called Tap-a-Gain for advertisers, agencies and small business owners to help their advertising communication is correct and compliant with regulations.

He will also provide due diligence for celebrity approval and influencer advertising, digital and social media compliance as well as social media communications and content strategy. The company will also help brands justify claims made in their advertising campaigns to ASCI in the event that a complaint is filed against the ad.

Purandare said Tap-a-Gain will work on both a mandate and a project basis. He currently has a team of four with expertise in social media, business development and law.

“Currently there are thousands of advertisers, but only a handful of them are part of the self-regulatory framework. Over the past two or three years, several small businesses have emerged that actively use digital platforms to advertise, but often they don’t. have internal capacities to comply with advertising regulations.With the entry into force of the Central Consumer Protection Authority (CCPA) and influencer marketing guidelines, more businesses of all sizes will be required responsible for their advertising. strategies and campaigns, ”Purandare said.

To create Tap-a-Gain, Purandare left Diageo India where she led the company’s brand and communications.

At ASCI, she helped lead her transformation over an eight-year period during which key MOUs were established with key regulators such as the Department of Consumer Affairs, FSSAI, Ministry of AYUSH and interactions with the Ministry of Information and Broadcasting.

During his 28-year career, Purandare has accumulated experience in product evaluation, product approval, advertising claims support, regulatory compliance, government affairs, social media strategy, grievance resolution and consumer counseling services.

His experience spans multiple industries such as Consumer Staples (FMCG), Beauty, Personal Hygiene, Home Care, Healthcare, Food and Beverage. She was also Scientific Director of L’Oréal India, heading the Product Assessment Center and the Consumer Complaints Department. She was a regulatory affairs expert at Procter & Gamble India.

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Tennessee Titans star Derrick Henry was better than advertised in 2021 Sun, 06 Jun 2021 11:25:00 +0000

Every time the Tennessee Titans star is back Derrick Henri is mentioned, there are always about two or three conversations that immediately follow. Fans whether or not they’re Titans fans normally say he’s the best running back in the game today. No one in their right mind would dispute that even if they disagreed.

More often than not, that vicious stiff arm ends up in the conversation. If you’re a gamer, whether the Playstation or the XBOX is your weapon of choice, you’ve probably delivered a few if the King is on your Madden Ultimate Team List.

Yet even that being said, one thing we don’t always mention is its explosiveness. He’s a bit like Eric Dickerson that way. Both are great, but once they hit top speed it never feels like they are running that fast. Then again, we never see people run over them from behind either, so maybe that’s an argument that can be destroyed.

Here’s something that will go up to the fancy if you enjoy watching the work of King Henry. Recently,’s Nick Shook compiled a list of ten men of the most explosive runners in the 2020 regular season, and those of us who see Henry as more powerful might be surprised and excited by where this young man has fallen.

Tennessee Titans star Derrick Henry is in the top five.

Shook has a nice list here and one of those stories fans would be wise to actually read. The list is compiled using statistics from the NFL Next Gen and is based on a few separate factors: how many runs over ten yards the player has had, how many times he has hit 15 miles per hour or more, and at how often from a percentage point of view, both of these things happened.

Qualified players had to have 100 races or more, they also had to have at least 20 races of ten meters or more. As you can imagine, Lamar Jackson landed ahead of Henry but, to the surprise of some, he ended up in second place with 32 runs over ten meters, which he did 20.1% of the time. time he took in the ball and ran.

Jackson also exceeded 15 miles per hour on 85 different jams. This happened 53.5% of the time.

Kyler Murray led this list with 32 runs over ten meters, which represents 24.1% of his runs. It hit the 15 mph mark 94 times (that’s crazy), budget it. When Murray took off, he hit 15 miles per hour on 70.7% of his interference.

Derrick Henry came in third. Check out his numbers. He had 48 carries over ten yards, making 12.7% of his 378 league-leading carries. He hit 15 miles per hour 89 times, good for second among all running backs in the NFL and 23.5% of his total reach.

The rest of the list, four to ten, stacked up like this: JK Dobbins, Dalvin Cook, Nick Chubb, Alvin Kamara, Jonathan Taylor, Darrell Henderson and Damien Harris. The moral of the story is this. The next time you say Derrick Henry’s name, stick to him! Sorry. It was hard to resist, but the fact remains. King Henry is not just a workaholic. He’s one of the most explosive runners in the game.

Hey, you know how the old saying goes. People are lying. The numbers don’t. Now, after a season where the Tennessee Titans star joined the 2,000-yard club, it will be interesting to see what he does for a recall in 2021.

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The future of digital audio advertising is dialogue Sat, 05 Jun 2021 19:24:25 +0000

Overly long ad breaks that interrupt audio content with repetitive ads will soon be a thing of the past. Conversational marketing technology introduces a model that benefits both audio publishers, advertisers and consumers.

Marketing Technology News: Avtex wins 2021 Pandemic Technological Innovation Award

Traditional audio marketing affects audiences based on reach and frequency. That is, it deliberately attacks consumers with repetitive ads that most of us don’t think are relevant. This applies to all digitally available audio content, perhaps especially in radio broadcasts, where the current advertising load is particularly overcrowded and unpleasant. A packed ad cluster is a terrible user experience, and the advertiser experience is terrible as well. Unfortunately, the downward pressure on advertising prices and the lack of alternative strategies have forced us to make quantitative decisions rather than these qualities. When digital audio streams overdo it with advertisements, they also face the pressure of driving listeners to competing ad-free services.

Enter conversational marketing

New conversational marketing strategies offer another avenue. Traditional audio advertising features a one-way communication monologue from the brand that we are used to with consumers (often in one ear and the other). Conversational marketing, in contrast, integrates speech recognition, natural language understanding (NLU), and machine learning to enable consumers to interact. Voice dialogue With advertising. These interactions are not limited to simple “yes / no” responses from the robot. They don’t sound like the type of “say” 1 “for billing” experience that most of us despise. Instead, consumers can speak naturally and fully understand as if they were speaking to a person. Consumers are then given the appropriate response in the creative ad unit itself to move things forward or backward in the audio content. Machine learning is constantly repeating and improving these user experiences.

The shift from monologues to dialogue with consumers is a game-changer that allows brands to dramatically increase their engagement rates. Average engagement rate for passive audio ads is less than 1%High-end conversational marketing ad campaigns can engage an average of 12%. At the same time, voice interactions offer easier and more natural engagement compared to ad experiences that require clicks and swipes. Audio is hands-free and screen-less. Consumers can use media anywhere, whether they listen to streaming radio while driving, listen to on-demand music streams while taking a walk, or listen to podcasts at the gym.

The more natural user experience and diversity of voice advertising, along with their much better engagement results, makes it easy to predict the future of conversational marketing as the main type of advertising on voice platforms.

“Would you like to get coffee?”

Here’s an example of real conversational marketing: Suppose Joe’s Coffee plays an audio ad on Monday morning. The ad creative told listeners, “Hello Joe’s Coffee. Why not skip the line and wait for coffee tomorrow morning? Please let us know if you are interested.

The announcement then activates the microphone on the listener’s device and listens to the listener. Ad creatives include branching content that is prepared to keep the listener’s response positive or negative, or just silent. Suppose the listener says, “No, I don’t like coffee. The ad says, “No problem. Thank you. ”After that, the listener will immediately return to normal. Audio contentNo need to wait for irrelevant promotions.

Okay, I’ll cut a few days until Wednesday. This ad campaign uses a process called continuous dialogue to recognize that users of this device do not like coffee. Here the listener listens to this advertising content. I know you said you don’t like coffee, but why not check out our selection of award-winning teas? “

Even micro-targeted advertising doesn’t always determine what consumers want. What works? Ask them a question. No matter how many passive ads you repeat, this listener won’t like coffee. Traditional advertising only annoys them, wasting time and money for the brand. Conversational marketing, on the other hand, sells tea to the same consumer via two quick interactions that value time.

Allow adaptation in real time

As this example shows, conversational marketing provides advertisers with valuable data and information available in real time. With passive audio advertising, it is impossible to know how an advertisement resonates when consumers interact with it. Conversational marketing provides publishers and advertisers with real-time tracking of all ad interaction data, allowing them to optimize their campaigns on the fly ( back The budget will be spent). This allows for A / B testing, creative new testing, and other rapid changes.

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Looking Ahead: Conversational Videos and Other Advances

It’s not just audio. Conversational marketing is also emerging in video, offering similar user experience benefits across all platforms that serve video content. At the same time, voice interaction data is rapidly evolving to accurately measure a consumer’s age, gender, and even mood. With the growing benefits of conversational marketing, the day when consumers wait for their latest passive and irrelevant advertising is fast approaching.

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