For the third year in a row, we had the honor of sponsoring the Gleason Classic Spokane Golf Tournament, an event dedicated to raising crucial funds for ALS research and patient support.
Here’s why we hit the green for this cause and how you can get involved ⬇️
The Cause: Understanding ALS
Amyotrophic Lateral Sclerosis (ALS), also known as Lou Gehrig’s Disease, is a progressive neurodegenerative condition that affects nerve cells in the brain and spinal cord. It leads to muscle weakness, loss of motor control, and ultimately, loss of independence. The impact on individuals and families can be profound, and the need for research, treatment options, and support is greater than ever.
For more information on the Team Gleason Foundation, including how to donate and get involved, visit https://teamgleason.org/
Events like the Team Gleason Golf Tournament highlight the incredible things that can happen when communities come together for a common cause. By sponsoring and participating in this tournament, we’re not only showing our support for those affected by ALS but also demonstrating the strength and compassion of our community.
A big shout out to the organizations and people who supported and/or participated in this event. Here’s to swinging for something bigger!
On Monday, Google announced that third-party browser cookies are here to stay, eliminating plans to deprecate cookies by the second half of 2024. It’s unclear whether cookies will ultimately disappear in the future, but currently, Google is taking an actual elimination date off of the table.
What are Browser Cookies?
Browser cookies are small data files (which appear as code) that are stored on a user’s device by the websites they visit. Advertisers use browser cookies to track behaviors across different websites, creating profiles of user interests and activities. The data can also be used to deliver targeted ads that are more likely to be relevant to the user, which significantly improves campaign performance.
In 2020, Google announced it was working to end the use of cookies, which put digital advertisers into a downward spiral.
Why the Change of Plans?
Google has delayed the removal of browser cookies several times due to worry and pushback from advertisers who feared the changes would have negative impacts on campaigns.
That’s essentially why Google has decided to cancel its plan to get rid of third-party cookies.
“In essence, it boils down to Google’s acknowledgement that the marketing industry was not ready for this change,” Cripps’ Holman told CNBC.
Google’s new plans
Instead of eliminating cookies altogether, Google plans to introduce a new feature in Chrome that allows users to customize how cookies operate across all of their web browsing activities.
“We’re discussing this new path with regulators, and will engage with the industry as we roll this out,” the firm said.
The practice of using third-party cookies to track web activity has helped fuel much of the digital advertising ecosystem, and with this news, that practice will continue to be a helpful resource for advertisers.
It’s hard to believe a gas station convenience store could become popular enough to have it’s own National Day, but that’s exactly what 7-Eleven has done.
Even though 7-Eleven gives away millions of dollars of free product every July 11th, Free Slurpee Day helps create brand recognition, value, and loyalty that has aided them in becoming the largest convenience store chain in the country.
The Beginning of 7-Eleven (and Free Slurpee Day)
7-Eleven started way back in 1927 as an icehouse in Dallas, Texas. Fast forward to today, it’s a global brand with over 84,000 stores in 20 countries, making it the largest retailer in the world.
The idea for Free Slurpee Day came about in 2002. At the time, the convenience store market was crowded with brands offering cheap prices and convenient goods but lacking memorable experiences. There was no brand loyalty – customers just went to the nearest store and 7-Eleven aimed to change that.
As their 75th anniversary approached on July 11th, 2002, the marketing team decided to celebrate by thanking their customers with Free Slurpee Day. This idea generated so much excitement that 7-Eleven repeated the event the next year, and the tradition has continued every year since. Now, July 11th is known as 7-Eleven’s day.
But how does giving away millions of dollars in free Slurpee’s become profitable?
Increased Foot Traffic
Offering something for free attracts customers who may not visit the store. Once inside, they are likely to make additional purchases, such as snacks, drinks, or other convenience items.
Word-of-Mouth Marketing
Events like ‘Free Slurpee Day’ generate buzz and word-of-mouth advertising. Customers who enjoy the experience are likely to share it with friends and family, potentially drawing new customers to the store.
Community Engagement
Events like Free Slurpee Day can foster a sense of community and goodwill. Giving away free product shows that 7-Eleven values its customers and wants to give back, which can strengthen customer relationships and enhance brand perception.
Buzz in the media (like… a lot of buzz).
For a few years, 7-Eleven offered a “fill your own cup” for Slurpee day, and people would bring crazy types of cups that went viral and made the news! 7-Eleven social media pages fill with hype preceding the event, and all 1 million of their followers often are commenting about their favorite flavors making an appearance, and engaging with Slurpee content.
Want your ads in a convenience store?
Digital Out of Home Technology (DOOH) is allowing brands to present their ads almost anywhere (even digital ads on refrigerator doors) In convenience stores, ad locations often include:
Point of Sale (POS) Area
Shelves and Aisles
Coolers and Fridges
Entrance and Exit
Restrooms
Shopping Baskets or Carts
Interested in displaying your ads in a convenience store? Reach out to our team to talk about what could be possible for your brand.
The Summer Olympics: A global spectacle that is expected to draw more than 3 billion viewers worldwide. This event only comes once every four years, so how can you capitalize on this rare advertising opportunity?
Our advice is to be where people will be routinely checking for updates…which sounds like social media, right?
“Nearly “70 percent of Gen Z and Millennial fans worldwide prefer to keep up with sports on social media”.
Statista
Social media platforms thrive on real-time interactions, making it one of the best channels to engage with current events and trending topics during the Olympic Games.
Of course, step one is understanding your audience and who it is you want to target.
Determine which demographic groups are most likely to engage with Olympic content and align your messaging accordingly. Whether it’s millennials inspired by athletic prowess, or families celebrating international unity, you can tailor your content to resonate with their interests and values.
“Gen Z has the highest percent of audience interested in the Summer Olympics (65%).”
Millennials (61%)
Baby Boomers (58%)
Gen X (57%)
Source: The Trade Desk Intelligence x YouGov Sports Fan Study
While gymnastics is a top event for Baby Boomers (61% planning to watch) and Gen X (49% planning to watch), swimming is a top sport for younger generations and Track and Field is a top event for men.
A recent update from the International Olympic Committee (IOC) has moved towards a more open approach to social media use by athletes participating in the games. In contrast to past Olympics, where athletes’ ability to post was tightly regulated, the updated 2024 guidelines offer much more freedom, ushering in a new era of digital interaction and personal storytelling directly from the athletes.
What does this mean for advertisers? Enhanced attention on social feed means more engagement, which means more viewers for your ads on social platforms!
And this year, the Summer Olympics are expected to draw even more. When as many as 3 billion viewers are tuning into one global event, utilizing a channel where people will constantly be checking for updates/results could be a golden opportunity for advertising this season.
That’s a win for advertisers, and hopefully, lot’s of wins for Team USA!
Amidst the digital revolution, let’s not overlook the timeless power of traditional marketing.
While digital channels have transformed the advertising landscape, traditional marketing tactics continue to offer a huge value and should not be underestimated.
Here’s our top 4 reasons why traditional advertising is still so effective.
It can be tangible (which means, more memorable!)
Traditional marketing materials such as flyers, brochures, and print ads provide a tangible presence that digital ads often lack. You can touch it and pin it to the fridge! (we’re still doing that, right?)
Statistics show the physical nature of these materials leaves a lasting impression and enhances brand recall.
“75% of people can recall a brand after seeing a print advertisement, while only 44% can recall a brand after viewing an online ad.”
Tonya Powers, D. of M. P. P. S. (2021, July 14). Print works and here’s the brain science to prove it. Adweek. https://www.adweek.com/sponsored/print-works-and-heres-the-brain-science-to-prove-it/
Targeted reach
From billboard placements to direct mail campaigns, traditional tactics enable businesses to tailor their messaging to a desired audience within specific geographic areas or by demographics.
At Power Marketing, part of our strategy uses technology to map out where your target market resides and how to achieve the maximum ad impressions possible using this market data.
Stronger credibility and trust
Consumers often perceive traditional marketing channels such as television, radio, and print media as more credible and trustworthy than online ads.“The top four most trusted advertising formats are all traditional, with customers trusting most print advertising (82%), television advertising (80%), direct mail advertising (76%), and radio advertising (71%) to make purchasing decisions.”
Unlike digital ads that can disappear with a click, traditional advertisements often have a longer lifespan (remember, it’s on the fridge now).
Traditional marketing is still valuable in today’s digital age.
We suggest leveraging the strengths of both traditional and digital channels through integrated campaigns to maximize reach, engagement, and brand impact.
After enduring prolonged lockdowns and travel restrictions, consumer interest in vacationing abroad is surging in 2024. People are eager to explore new destinations and generally make up for lost time, creating incredible opportunities for destination marketing.
With a renewed enthusiasm for travel, consumers are more receptive than ever to travel promotion campaigns, readily transforming into customers, even if they were not frequent travelers before the pandemic. All signs indicate we could be in a golden age of destination marketing. The only questions remaining include wondering what that means for the industry — and more importantly, can this last?
The State of Tourism in 2024
After several years of decline from the pandemic, tourism is again a booming industry. In fact, the lockdown restrictions created a lot of pent-up energy that’s now ready to burst into the world of travel. In Expedia Group’s 2023 Travel Value Index Report, nearly half of the survey respondents (46%) report that travel has become more important to them than before the pandemic. The share of travelers reporting having travel plans within the next six months increased to 92% in December from 91% in November.
The heightened enthusiasm for travel is translating into tangible revenue increases for the industry. Another report from 2023 by U.N. Tourism found that the international tourism sector was on track to recover nearly 90% of pre-pandemic tourism rates by the end of the year. Data shows that after COVID-19 lockdowns, the global luxury travel market is going to grow each year at a compound annual growth rate (CAGR) of 7.8%, reaching a $2.7 trillion valuation by 2032. However, it’s not all smooth sailing for consumers who want to travel and help the industry grow.
Expedia also found that the amount that people want to travel is increasing. When asked about upcoming travel plans, 79% of respondents said they will take a leisure trip next year, up from 76% when the previous survey was conducted. The average respondent said they plan to take at least two leisure trips. The high interest in travel, combined with budgetary concerns, makes investments in destination marketing critical to capture consumer spending.
The State of Destination Marketing in the Post-Pandemic Tourism Market
As a result of all of this consumer interest in travel, destination marketing is positioned to become a more important part of marketing strategies. Here’s what we know, as well as some of the best destination marketing tips to take advantage:
Digital marketing is the future of destination marketing
Orgs that lean more heavily into digital now have a chance to realize massive ROI — even if it just involves outsourcing their efforts to third-party experts in the field. With such a surge in consumer spending on tourism, deepening performance analytics and refining strategy can reap massive wins.
Tips for visiting 👇🏼 – #1 Tip If You’re Planning a Trip Here! The balloons either all go up – or none go up! The government makes the call on if the weather is good enough to fly each morning, but most mornings they’re good to go! That being said…if you’re planning to visit Cappadocia specifically for the balloons, make sure you plan to be there at least 3 mornings just in case weather is bad! We’ve heard of people coming in for the day and missing the flight because weather happened to be bad…how crushing! HOW TO SEE THE BALLOONS: 1. Go for a flight! You can arrange this directly through every hotel in the are! 2. Watch one morning from your hotels rooftop terrace (so cool). 3. Go for a hike or find a remote spot where you’re all alone to watch! We did this and hired a photographer to capture it for us so we could really just focus on the moment!
Marketers have more channels and opportunities than before to reach consumers
The social media and technology landscape changed rapidly during the pandemic, presenting new opportunities for destination marketers to reach customers. In 2023 research by Future Partners, 15% of surveyed travelers reported that TikTok was the most influential channel for destination marketers to reach them through. This number is expected to grow as the platform becomes more widely adopted. New technology, like virtual reality and augmented reality, has also become more popular since the onset of the lockdown, creating innovative ways for destination marketers to engage and immerse consumers in their campaigns that are perfect for the industry.
All of these channels and mediums are essentially new frontiers, and destination marketers have a chance to claim significant market share if they come out as early adopters. Destinations that don’t perform well with traditional social media campaigns could suddenly find new life with the right TikTok video, or create an impressive VR experience for potential customers to explore. Imagine the impact of a viral ski resort promotion on TikTok, or taking viewers down a slope in a first-person VR video. One of the best destination marketing tips for this golden age is to be bold and invest resources for creatives to explore and experiment with new platforms and technology.
In this landscape, destination marketing needs to focus on driving conversions and showcasing the benefits of campaigns to stakeholders more than improving brand awareness.
Display advertising can generate impressions, but it’s critical to continue engaging leads and converting them into sales. Full-funnel campaigns that grab the attention, nurture leads, and incentivize conversions are the best way destinations can capture new revenue. For example, emailing custom package pricing for first-time customers at the bottom of the funnel could be the difference between losing a lead and gaining a lifelong patron. Demonstrating that type of impact also helps marketers justify their budgets and avoid future cuts.
Making the Most of This Golden Opportunity for Destination Marketing
It’s unclear how long this “golden age” of destination marketing will last after this initial burst of inspiration to travel after pandemic restrictions — especially when inflation creates so many budget constraints and economic uncertainty.
However, the current landscape does present a golden opportunity for destinations to gain new customers and convert them into lifelong patrons. Destinations need to bolster funding in marketing while interest in travel lasts, and marketers, in turn, need to act quickly before this opportunity passes by. Follow these best destination marketing tips to take full advantage of the moment.
In advertising, artificial intelligence (AI) has been used long before tools like ChatGPT and DALL-E began making headlines. Many steps of the ad buying process have been automated through programmatic advertising, yielding profound benefits. This automation enables advertisers to execute campaigns more swiftly and accurately. With the increasing availability of AI tools, even more innovation is becoming feasible, and advertising companies should consider how they can continually benefit from it.
The Current State of Programmatic Advertising
Before programmatic advertising, the ad buying and selling process relied on human actions. Advertisers had to manually identify their target audience, choose keywords, place bids, and form personal relationships with ad publishers to launch an ad campaign. Not only is this process time consuming, but it’s also vulnerable to challenges like human error or limited publisher relationships.
Programmatic advertising doesn’t eliminate human input from the ad buying process but rather streamlines it. AI uses large amounts of data to make decisions about where to place ads and who to target.
One of the most transformative changes from manual to programmatic advertising is the use of real-time bidding, or RTB. Rather than an advertiser contacting a publisher to place a bid on ad space, advertisers set the parameters, such as the maximum amount they’re willing to spend, and AI analyzes the submitted bids. The highest one is displayed in the open space—a process that’s completed in less than a second. Programmatic advertising also allows marketers to see how their ads are performing and make needed changes without needing to wait for the campaign to finish first.
Embracing Generative AI
With AI being relatively new in the eyes of the public, it makes sense that there’s some hesitance to adopt it. However, advertisers already know that its capabilities are worth embracing.
1. Analyzing User Data
AI is able to parse through exponentially more data than a human in the same amount of time, significantly increasing the likelihood of successfully targeting the right audience for advertisements. Knowing essential user details like geographic location, age, and other demographic data means that money won’t be wasted showing ads to viewers who are not likely to respond to them.
2. Predicting Campaign Performance
AI can also allow advertisers to predict the performance of an ad campaign and compare its predictions to the actual results, guiding advertisers to the revisions and strategies that will ensure maximized return on ad spend.
3. Creative Ideation
Generative AI can also help with creating campaign copy and designs. In the future, advertisers may be able to harness generative AI to make subtle tweaks in color, language, and other elements of an ad to appeal to individual customers without having to launch entirely new campaigns.
AI from Theory to Practice
While AI can be a powerful tool for advertisers, its role isn’t to entirely replace them. Any content generated by AI must undergo review and approval before reaching customers. Given its capacity to optimize audience segmentation and offer advanced personalization, AI should be embraced as an integral part of the advertising process rather than feared or disregarded.
Advertisers already familiar with programmatic advertising can leverage their existing knowledge and use it as a foundation for further understanding. In the future, new tools are likely to emerge, and it’s important to remain updated with how they work and how they can elevate your campaigns.
When streaming first gained popularity as an alternative to cable, one of the main benefits it promised viewers was the elimination of advertisements in the middle of their content. Now, most streaming services offer lower-priced plans that require viewers to watch commercial breaks, and despite the cost-benefit, many subscribers find these advertisements irritating.
To alleviate these common frustrations, streamers like Hulu, Peacock, and Max have introduced a new ad format: enter pause ads.
What are pause ads?
Pause ads appear when viewers willingly stop their content, usually after a delay of around five seconds. Hulu first introduced the concept on their platform in 2019. Today, these ads take several different formats, depending on the streamer, and appear intermittently, depending on the frequency of pausing and the content the viewer is watching.
What are the benefits of pause ads?
Pause ads are the perfect antidote to viewers’ short attention spans and “advertising fatigue.” Since viewers are so used to the traditional, 30-second advertisement, the novelty of pause ads can draw attention and interest to the screen.
Viewers have a better opinion of pause ads compared to standard commercial breaks, according to Variety, but over a third of those surveyed still view them as somewhat or very unfavorable. Staying on viewers’ good sides is essential to getting a return on investment, so advertisers should tread carefully when designing and implementing their pause ads.
How to Create an Effective Pause Ad
Image credit: together.nbcuni.com
Sposto Interactive’s work for Discovery+ shows just how effective the limited screen space that a pause ad takes up can be. In an ad for Martell Blue Swift, the company uses bold, clever copy against a backdrop that features its color palette to foster brand recognition. Below that is an image of the product, the brand’s logo, and musician Janelle Monáe. A QR code next to the words “scan to order” turns the ad into a shopping experience.
Above all else, pause ads should feel personalized. NBCUniversal, the parent company to Peacock, has a feature known as the “Peacock Power Break,” which uses viewer data to display ads “customized with color, copy, and imagery.” Visuals that are tailored to the individual are more likely to grab their attention and lead them to engage with the ad.
Image credit: ellinesantos.com
This ad is effective because, although it only takes up about a third of the screen, it makes use of as much vertical space as possible — allowing the viewers to understand the brand, the product, and the purchasing process within a few seconds. Using a celebrity spokesperson is an added bonus for viewers who are familiar with her, but doesn’t detract from the ad if viewers are not.
When creating a pause ad, a play on words about pausing or taking a break can help win over viewers. SimpliSafe’s “Home security that never pauses” ad is an effective example of being contextual while still highlighting the company’s offerings.
Image credit: variety.com
Before Hitting Play on Pause Ads
Pause ads are still new, which means the format will undoubtedly continue to evolve in ways that advertisers can’t predict. Get in the game while this new avenue for ads is somewhat untapped and novel to viewers. Power Marketing’s expertise as early adopters of emerging technology helps us consistently provide our clients with top results. Want to learn more about how we can help you perfect your approach to pause ads? Contact the team today.
Between the myriad distractions of social media, video streaming platforms, and information overload, advertisers face the challenge of capturing web user attention in 2024, requiring extra effort to drive engagement. Traditional display ads remain one of the most important components of online advertising, with ad spending reaching $163.29 billion in 2023. Fortunately, the technology behind them has come a long way. HTML5 ads are an advanced format for digital banners that offer cross-platform compatibility and interactive features for engaging users across different devices.
To capture web browser attention effectively this year, consider adhering to best practices while utilizing HTML5 ads. Here’s what you need to know.
Why HTML5 Ads Are So Important
What makes HTML5 ads such effective tools for online display campaigns? The format has a number of inherent benefits, including:
Interactive Elements This advanced ad format supports complex animation, interactivity, and full video, making it easy for users to engage with content and take desired actions.
Improved Performance HTML5 ads consume fewer system resources compared to older formats like Flash, enabling faster loading times and a better overall user experience.
Cross-Platform Compatibility Ensuring that content reaches a broad audience, HTML5 ads can display seamlessly on mobile, desktop, and tablets, plus various browsers.
Maximizing ROI on HTML5 Ads
The latest generation of display ad technology offers incredible benefits compared to older and more static formats. Here are five tips to get the most from HTML5 ads:
1. Pair with Programmatic to Maximize Conversion
Programmatic advertising allows marketers to precisely target audiences and deliver ads to the right audience at the perfect time, boosting conversion rates and ensuring a better return on investment.
2. Short Format is King
Keeping ad content concise and to the point is crucial for capturing busy users’ attention — ideally 15 seconds or less. Short, impactful messages in HTML5 ads are more likely to resonate with viewers and effectively convey brand information and CTAs (call-to-actions).
This HTML5 ad minimized the use of copy in favor of multiple CTAs, allowing audiences to interact with the brand in various ways, even if they weren’t interested in the specific product.
3. Be Direct
Every ad has a desired outcome, usually involving an action for consumers to take. Make the CTA clear and direct to ensure viewers know exactly what action to take, whether clicking through to the brand website, signing up for the newsletter, or making a purchase. Keeping ad copy short and simple (ideally 50 to 90 characters — including spaces) minimizes ambiguity and reinforces messages for stronger ROI.
This ad for Home Depot careers speaks directly to jobseekers and conveys a clear message about employment opportunities in less than five seconds.
4. Optimize Ad Content for Each Platform
To maximize impact, tailor HTML5 ad content to suit each intended platform where it will be displayed. High-traffic sites with premium ad space may warrant ads that speak directly to their audience, which will garner more attention and elevate the brand’s status.
5. Leverage Interactivity and Animation Capabilities
HTML5 ads offer several advanced capabilities to help content stand out. Use animation, interactive forms, clickable games, videos, and other rich media features to create high quality, memorable ad experiences that keep users engaged.
For its Band smartwatch, Microsoft released an interactive HTML5 banner ad that allowed audiences to drag an icon and reveal a full 360-degree view of the product.
Level Up HTML5 Ads With Power Marketing
Display campaigns are in abundance across the web, but brands need niche digital expertise and talented creative to make the most of HTML5 ads. Power Marketing has decades of experience in designing and distributing digital ads in every medium, including the latest generation of HTML5 formats. Ready to create HTML5 ad campaigns that stand out and drive engagement? Get in touch with our team to learn more about our digital services.
Amid this uncertainty, there are massive opportunities for savvy marketers to strengthen their first-party data strategy and drive higher customer lifetime value — if they know where to look.
What’s happening with the third-party cookie phaseout?
Following Apple’s lead, Google — a pivotal player in the online advertising space — has committed to phasing out support for third-party cookies over the next two years.
This announcement isn’t an unexpected one — it reflects a broader industry shift toward a blackout on traditional cookie-based marketing tactics in response to increasing public concerns about privacy and data misuse, with the new landscape demanding a more transparent and consent-based approach to data collection and usage.
Yet, the implications for marketers are still profound, as reliance on third-party cookies has been a cornerstone of ad targeting, attribution, and general digital advertising strategies for decades. As we step into this new era, brands must adapt, evolve, and find innovative strategies that comply with these changes and capitalize on them to create more meaningful marketing.
3 Recipes for Marketing Success in the Post-Cookie Era
Build Trust Through Transparent First-Party Data Practices
With third-party data availability shrinking, marketers should prioritize collecting more first-party data with transparency directly from their customers and prospects. Whether it’s preferences and intents or behavioral data tracked on owned properties, first-party data will become the foundation of customer understanding — all while reinforcing trust, as customers are more likely to engage with brands that respect and are clear about their data use.
Take the time to:
Strengthen Measurement Capabilities
Cookieless measurement and attribution will require investments in better analytics capabilities but pay dividends through unlocking customer lifetime value. With the right detailed data on individual customer interactions, brands can still accurately track touchpoints in the customer journey and optimize accordingly.
Marketers have ample time to adapt to Google’s new policies since they will migrate only 1% of Chrome users to Privacy Sandbox in early 2024. Take the next few months to ensure comprehensive analytics implementation across owned properties while testing multi-touch attribution models powered by first-party data.
Innovate Privacy-Forward Approaches
With data privacy sensitivities at an all-time high, the absence of third-party cookies is an opportunity to implement privacy-forward data practices and regain consumer trust.
It’s not just about adding mandatory consent opt-ins on websites; instead, consider:
Diversify Advertising and Content Channels
With some ad targeting and measurement channels disrupted, typical strategies might not cut it — don’t forget about alternative marketing tactics to bridge these emerging gaps.
Contextual advertising, for example, allows ads to be placed in relevant digital environments, boosting the likelihood of effectively engaging potential customers. Meanwhile, investing in high-quality owned content that attracts organic traffic can also help build brand loyalty — no third-party cookies needed. Marketers can also test targeted social and influencer campaigns informed by first-party segments.
Ready to bake up some new marketing strategies?
Rather than an apocalypse for digital marketing, the third-party cookie phaseout presents a chance for brands to double down on putting customers at the center of their efforts. Need help transforming uncertainty into a competitive advantage in this new cookie-less world? Look no further than Power Marketing. Our team can help usher in strategies and campaigns that embrace first-party data while prioritizing better measurement and privacy innovation. Get in touch to learn more.
