By Mark Eting
Bullseye Strategy Special Correspondent
It’s just another typical week in digital marketing news, and by that mean we mean EVERYTHING AS WE KNOW IT HAS COMPLETELY CHANGED. Influencer marketing has started a new chapter in which creators do not constantly name-drop the products sponsoring their livelihoods. YouTube has discovered a previously untapped moment for serving app ads (and we naively thought all possible moments for advertising had been claimed!) Meanwhile, programmatic Disney advertising has become as easy to purchase as waving a wand and saying, bippity-boppity-boo.
Influencer Marketing Goes Beyond the #Ad
Brita partnered with Photoshop on an influencer marketing campaign that did not feature a single Brita product. Instead, the influencers used Photoshop to add images of trash to their beautiful travel photos, along with the hashtag #NoFilterNoFuture, to convey what our world will look like if we continue to rely on disposable plastic bottles for our hydration instead of….say…a Brita water filter. This significantly more subtle approach to brand sponsorship elicited brand love for both Photoshop (because the photographic trickery was made possible with this app) and Brita (for not adding to the landfill problem) without a single product placement shot.
App Download Time Becomes Ad Primetime
If growing your app is a business goal, you’ve got a good reason to be excited. Google’s blog recently revealed some new YouTube advertising developments that take impressive advantage of those rare idle moments in consumers’ lives in which they are not consuming any digital messaging because they’re waiting for an app to download. (As we like to say here at Bullseye Strategy, if idle hands are the devil’s playground, an idle mind is a wasted opportunity to advertise!) We’re eager to help our clients with app download goals take advantage of these new units.
No Mickey Mouse Game for Disney Programmatic
Whether you’re seeking to advertise on ESPN or National Geographic, advertising on any Disney-owned property–except Hulu–is about to get as easy as turning a pumpkin into a stagecoach or awaking a comatose princess from a 100-year nap. This is especially exciting for messaging consumers during live events.