Digital Down Low – August 13 – August 19
Cars – The New Mobile Target For Marketers
- According to Marketing Land, you’re already accustomed to the fact that your smartphone and tablet are mobile targets for marketers. But the pieces are now moving into place to transform your other mobile device into a full marketing target: your car. The car-as-target effort is moving forward on many fronts, reflecting the fact that sending advertising to your vehicle is, as engineers like to say, “a non-trivial task.”
- In Montreal, Dannon Yogurt is running a campaign that displays a different visual ad for up to four traffic speeds. When the traffic speed is very slow, for instance, the ad shows a napping driver and the message: “There’s no fast way home,” along with the image of DanActive drinkable yogurt.
- In the UK, London-based media owner Ocean has launched a new campaign that captures the license plate of the lead car stopped at a red light opposite several digital billboards. The license plate is immediately matched on a public database to the exact car make and model, so that a car-specific message can be shown on the billboard opposite: “Hello, you in the silver hatchback,” it reads, followed by other car-specific messaging.
- Marketing to the car has a large number of contextual factors. Not only weather and all the retailers you’re whizzing by, but also traffic conditions, your speed, whether you’re driving alone, if your passenger has already received an ad about a nearby restaurant, and possibly more, like whether you’re applying the brakes. Unlike other mobile marketing, safety and compliance issues are paramount.
Search The Vote!
- According to Mashable, Google is updating its search features to make it easier for people to find information about how to vote. In July, Google announced that they would streamline and educate users about the voter registration process. But while that feature pointed to voter registration deadlines as well as places to register online, the latest update provides information people may need on voting day.
- With the update, when you search for “how to vote,” or a similar query, Google will serve up detailed information about what you will need in order to vote in your state on election day. This includes when you can vote and whether or not you will need to show an I.D. to vote. Though first-time voters may find the details particularly useful, it could also be a handy resource for those looking to vote by mail, as the results will explain how you may be able to vote early or get an absentee ballot.
- Google is also sharing some new data around how search trends for voting information have changed since the last presidential election, with a new interactive map. The map shows how interest in registering to vote has changed since the 2012 election, based on Google searches. Interest in registering to vote has increased across every state since that election, with the exception of Kansas and Oregon, according to the company’s data. Google also notes that several swing states — including Ohio and Virginia — have seen significant spikes in voter registration searches since 2012.
Twitter Injects Brands Into Content With Sticker Ads
- According to Marketing Land, Twitter is rolling out a way for people to slap an ad right on the photos they post to its social network. These ads are the branded version of the Stickers that Twitter introduced in June for people to add emoji-like illustrations to their photos, as they can on Snapchat (and Facebook, if you know where to find that feature). As with non-ad stickers, people can click on a branded sticker to see photos from other people who included it.
- Pepsi is the first brand to run these ads, posting less than 50 branded stickers to Twitter’s Stickers library for people in Argentina, Canada, Egypt, India, Mexico, Russia, Saudi Arabia, Spain, United Arab Emirates and the US. For now, only certain brands with their own Twitter sales reps will be able to buy Promoted Stickers. Brands can create four or eight stickers that Twitter will display in its Stickers library.
- Twitter won’t answer questions about how brands are being charged for these campaigns, which is unusual because that’s an important consideration. If a brand only pays when someone adds a sticker to their photo, that can be more cost-effective for the brand because of all the impressions they can get from that person’s followers and, if those followers retweet the branded photo, those followers’ followers. But if a brand has to pay based on how many people see the branded photo, then it’s less of a deal.