What better place than during Cannes Lions to write a book about advertising? That's exactly what Hyper Island did last week during the Festival of Creativity when the digital school led the workshop, Writing the Book on the Future of Advertising.
During the two hour workshop, those in attendance crafted the book which, yesterday, was published and downloaded 4,200 times and 17,000 times in total.
The book is the latest in a series entitled Write the Book On It, in which executives participate in a group exploration of a current business challenge and address it in a book. It can be downloaded for PC or mobile devices here.
When General Motors pulled its advertising from Facebook, many took it as an indication that the social network's ad products didn't work. But in reality, the pullout tells a different story, says a new report by eMarketer.
The report, "Facebook Advertising: Why the Marketplace Ad Platform Deserves a Second Look," analyzes more than a dozen third-party research studies and interviews with industry executives that demonstrate consensus on a number of issues, including the effectiveness of Facebook's ad products.
According to the report, doubts persist over the effectiveness of Facebook's Premium ad products. However, Facebook's self-serve advertising platform, Marketplace, is gaining new prominence as a result. In May 2012, Facebook announced that it would start allowing advertisers to place Premium ads in users' news feeds by tapping the technology that supports Marketplace. The change is expected to inspire marketers with bigger budgets to begin using the automated system. This month, Facebook said it would launch Facebook Exchange, a real-time bidding platform for Marketplace inventory.
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Buddy Media is out with a new study that examines how marketers are using - and can better use - Twitter as a marketing tool. Between December 11, 2011 and February 23, 2012, the company took a look at how 320 large brands use Twitter. The study examined the Twitter account reply rate, retweet rate and engagement rate defined as a combination of replies and retweets mapped to an accounts number of followers.
The study found engagement rates to be 17% higher on Saturdays and Sundays but noted most brands don't tweet on weekends. Adding to that finding, the study revealed which days were best for particular industries. Weekends are best for clothing and fashion (only 12% of tweets occur but engagement rate is 30% higher); Sundays and Monday are best for entertainment (23% higher engagement rate); Saturday is best for publishers (only 7% of tweets occur but engagement rate is 29% higher than average); Weekends are best for sports (while 9% of brands tweet on Saturday, engagement rate is 52% higher on the weekend).
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Not that you'd encounter any of this while driving down the freeway but this is advertising and in advertising anything can happen; even scenarios that are ludicrous and unlikely. But, since this is advertising, it's all about art and creativity. And this new video, Bullet, touting the BMW M5 is, indeed, artistic and creative.
Watch as the vehicle smashes through a giant glass apple, meticulously pops three gigantic water balloons and plows through a target. If only driving on the freeway were this blissful. But apparently, that's the point. Buy a BMW M5 and maneuvering through a traffic jam or the crowded streets of New York will be as artful as this commercial.
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