Beauty company Avon is showing off its own makeover in a campaign called "This is Boss Life" in a bid to woo younger women. The push from Terri & Sandy includes YouTube spots, a music video and ads across digital, print and television, tapping into the entrepreneurial spirit of millennials.
72andSunny's rebrand campaign for Carl's Jr. and Hardee's includes a central spot featuring a fictional Carl Hardee Sr. berating his wayward son for letting the family business become famous for its risque ads. The push aims to put food -- not scantily-clad women -- back on the menu and includes TV, digital and social ads alongside revamped menus, packaging, logos and company uniforms.
Among 360-degree virtual reality ads, there's a 46% higher completion rate than is the case for standard videos, and photos that incorporate virtual reality have a 300% higher click-thru rate than regular ones, an analysis of 700 million ads by OmniVirt states. Eighty-six percent of consumers chose to engage with interactive 360-degree video.
Google's "Questions" spot for its new application was the top-scoring ad for the second quarter, according to data from Ace Metrix. The best-performing ads were ones that promoted new services or products; other brands with high scores included E-Trade, iRobot Roomba, Discover Card, Purina, Smirnoff Ice and AT&T Wireless.
Facebook announced the launch of Target Rating Point Buying for advertisers, which is similar to TV's Gross Rating Point system in monitoring effectiveness of an ad for a specific audience. The platform's ads will be measured by Nielsen's Digital Ad Ratings division in comparison to TV ads. Mediavest has tested the product, and it provided the company "integration with the same metrics and systems we apply to TV and cross-screen video planning," said Mediavest's Donna Sharp.
Social video will continue to rise in prominence in 2018, and more marketers will take advantage of six-second video spots, writes GlassView founder and CEO James Brooks. Other expected social video trends include more midroll ads and more videos personalized to consumer interests.
Snapchat is wooing advertisers with two new ad formats -- long-form Promoted Stories that feature multiple Snaps and are served to everyone in a particular country, and Augmented Reality Trial spots that enable users to play with virtual products overlaid into their real world. BMW is using the AR units to let consumers try out its X2, while HBO used Promoted Stories to tell Black Friday shoppers to avoid the crowds and watch "Game of Thrones" instead.
Twitter is trialing a new tweet limit of 280 characters, double the current allowed length. "When people don't have to cram their thoughts into 140 characters and actually have some to spare, we see more people tweeting," a company blog post stated.
The number of people who get at least some of their news from US social media sources continues to grow, a Pew Research Center report states. For example, 74% of Twitter users said they get news from the site, compared with 52% in 2013, while consumers of other platforms offered a similar trend.
The #MeToo and Time's Up movements have seen support from major brands and ad industry groups, such as J.C. Penney running campaigns that focus on a more equal portrayal of women, and the Association of National Advertisers' #SeeHer initiative proving that consumers respond more positively to ads that realistically represent women. Change is also happening internally, exemplified by Time's Up Advertising, which was set up by female ad executives to address gender equality in workplaces, all of which has "certainly given the advertising industry a place to start," Emily Crowe writes.