April Fools’ – Great Brands Catch People Out Every Year

Yesterday was April 1st. And social media has been rife with April Fools’ Day pranks. Unfortunately, it turns out the on-going Brexit malarkey wasn’t the build-up to the biggest April Fools’ joke ever. But there were two brands this year that really caught our eye.

The first came to our attention first thing this morning. As so many of us do, we check our social channels to see if anything major has changed overnight. It hadn’t. In fact, 350 days a year, nothing major changes.

But then we stumbled upon this:

If you’re not familiar with the Fyre Festival, you should watch the documentary on Netflix. It was supposed to be the experience of a lifetime. However, it turned out to be more of a Lord of the Flies moment.

This video, along with its carefully crafted Landing Page and marketing, perfectly pokes fun at the Fyre Festival. In fact, it goes further. The parody completely mocks Fyre and then, once they have your attention, it (excuse the pun) diverts you back to what it’s really about — a clever ad for a WestJet sale.

WestJet's April Fools' prank leads to their Flyre Sale landing page
WestJet’s April Fools’ prank leads to their Flyre Sale landing page.

That’s an inspired way of turning April Fools Day to your marketing advantage.

The second big brand April Fools’ prank was actually sent to us. But it’s too good not to share.

As Google continues to connect the world, our businesses, our homes, why wouldn’t they finally take the next organic step? We’ll let you watch for yourself:

Another great example of a big corporation not taking itself too seriously. If Google can have some fun, what’s your excuse?

In other news, it was interesting to read this today too:

10 Stories that look like pranks, but actually aren’t.

Right. We’re off now.

We need to plan next year’s April Fools’ Day prank.


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Chris Bruno 02/04/2019 0 Comments

How Are Online Ads Targeted?

This is a question we’re often asked by our clients. Both for Social Media Marketing and for Digital Consultancy services. How are online ads targeted? Although there’s no simple answer, there are, however, certain criteria that are applicable. Depending on which platform you’re using.

We’ve broken these down as simply as possible in this blog.

Website Audience Driven

There are multiple ways that you can target (or be targeted) online based on your website browsing habits. Take, for example, browsing for hotels on booking.com. Have you noticed how, suddenly, endless ads follow you around on other websites? Or have you ever looked at buying a nice pair of shoes and then found that all you see on the internet are adverts for shoes?

This is the simplest form of online targeting. It’s just a little cookie that tracks your visit to the website/product/hotel/pair of shoes. It relays this information back to the advertising platform (think Google or Facebook). The platform then uses this cookie info to make sure you see plenty of adverts for that specific product. This is often referred to as re-targeting or visitor ads.

A word of warning though. This method is becoming harder for companies to pursue. Chiefly because new in-browser ad blocking software makes sure you can’t be tracked.

User Trait Targeted Ads

Think your product is perfect for 18-24-year-olds? Specifically in New York? And especially those currently interested in modern art? Then no worries. In this example, an advanced online advertising platform, such as Facebook, allows you to target users based on geography and demographics. But that’s just the tip of the iceberg.

Let’s delve a little deeper into this example. How are online ads targeted specifically to those with an interest in modern art? Facebook profiles are treasure troves of personal data. You can target your ad based on people’s current traits. What we mean by traits is, what pages they like, what artist(s) they follow, and what they have an active interest in.

Even as marketers, this form of advertising doesn’t particularly bother us. However, it is one that anti-privacy and anti-ad campaigners say is an invasion of privacy. Look at it this way. We all follow a lot of online content — about travelling, about distributed working, about health and wellbeing. And, by and large, we don’t mind being served with the occasional dud ad. So long as, from time to time, we stumble across some gems.

The key here is to implement this strategy with a specific product and a specific niche in mind. With this approach, you’ll certainly maximise your chances of success.

Targeted Display Ads

Although not all of these ads may use specific technologies to track your visits, they can. Often, websites with a strong, niche audience, will sell their advertising space directly to companies. This saves on paying a commission. Most importantly, the website owner has complete control over what is displayed.

A lot of websites will use Google AdSense to help them monetise their website. This can be a great way to generate revenue by displaying ads. Website owners set predetermined categories or topics to define the types of ads that appear on their website from Google’s advertising customers. They do also offer re-targeting ads (see above). So, those damn shoes you looked at that one time, are back to haunt you again.

Email / Customer Lists

With Data Protection and now GDPR, people have to justify, now more than ever, that they have a legitimate reason to contact you. Long gone are the days when you could buy big email address lists and then simply push out offer emails to everyone on that list. So, how are online ads targeted at customers of a particular business?

Well, believe it or not, still through your email address.

We use our email for everything. It’s almost up there with our fingerprint. Your personal email address is probably the same one you use when shopping on Amazon. Or booking a hotel on booking.com. Or probably even to access your online banking.

Don’t panic! You don’t need to go and create a new email account every time you want to sign up to something new. Imagine managing all that!

When creating ads, companies might use your email address to create a targeted audience on a platform like Facebook, for example. This would allow them to display ads to continue your user experience with them. If one of the emails on that list syncs up with your email address, boom, you’ll now see ads from a company that you bought from.

Targeted Keywords

Although this may not be a direct answer to our original question — “how are online ads targeted?” — it’s still very much related.

You’ve all noticed on your search engine of choice (who are we kidding, most of us Google everything) when you type in your search query, you often see “ads” in the results at the top and bottom.

This is another form of targeted advertising. The only difference here is, it’s when you decide you want to look for it.

Not all ads are invasive. Sometimes they can be useful. Even when you type in a big brand, you may not have noticed before, but they could well be paying to get your attention by having those ads at the top of Google’s search results.

Ad-blockers

Of course, you can save yourself most of the above and install a plugin or move to a browser that doesn’t have ads. But the truth is, we actually don’t mind. We’re more than capable of ignoring ads if we want to. And, there’s a chance the more blockers and ad-free browsers that come out, the more you’ll need to start paying for content.

That’s right. That smaller niche news website you like so much, that YouTuber you’ve been following for years, even that major newspaper’s website, chances are, they all rely on advertising for a percentage of their income. Once that disappears, they’ll need to replace the income somehow.

Remember, we all have access to awesome amounts of free platforms and great content, based on the assumption that you’re willing to see some ads.

So, that’s our quick take on “how are online ads targeted?” Hopefully, we’ve demystified the different types of ads and how they work.

Do you need any help with your ads? Or are you just starting out with online advertising? Whether you already run ads online or are thinking about setting up your first targeted ads, let us know. We’d be happy to help out.

If you’re interested in finding out how Social INK can help your business, don’t hesitate to reach out here.

Get to know Social INK. Find us. Follow us. Join us. Connect with us.

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Chris Bruno 01/04/2019 0 Comments

Generational Target Marketing: Leveraging “Pop-Culture” in Advertising

If you were born in the 80s, you may have recently seen an increase in adverts that you can connect with. Leveraging nostalgic pop-culture in advertising to Millennials is an ingenious ploy by brands. We explore why.

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Chris Bruno 18/02/2019 0 Comments

5 Ways to Save Time on Your Social Media Now

Online marketing through social media can become a mammoth undertaking that eats away at your time. It can be difficult to justify paying an employee to look after your social media presence when their time is best spent elsewhere on the day-to-day details of your business.

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Chris Bruno 21/12/2018 0 Comments

The Elements of Digital Marketing

What actually is digital marketing? We’re recapping the basics and highlighting the most important ingredients to being successful online.

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Chris Bruno 10/09/2018 0 Comments

Why Google Analytics Is Essential for Digital Marketing

Most of us don’t have time to learn a complicated new system at the drop of a hat, so you’ll be pleased to learn that setting up Google Analytics is very straightforward.

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Chris Bruno 20/08/2018 0 Comments

Frustration Kills Good Ideas

For most people, an idea is a wonderful and inspiring moment where possibilities are endless and our brain races through concepts and potential plans. That moment is what drives us forward. That moment is fleeting. Unfortunately. What replaces it is frustration. And frustration kills good ideas. 

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Chris Bruno 08/03/2018 0 Comments

Marketing Principles Before Anything Else

There are probably 3 big mistakes that we see most companies make when it comes to their social media and digital marketing. They are basic things and very easy to implement, but the truth is, a lot of people aren’t doing them. As a result, they’re not getting the results they want.

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Chris Bruno 28/02/2018 0 Comments

Using Google Analytics to Track Inbound Marketing Success

The other day I answered this question on Quora: “How can Google Analytics help you prove the success of your inbound marketing campaign?” Here’s my answer. 

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Chris Bruno 20/02/2018 0 Comments

A Bad Plan Is Better Than No Plan

The other day I was listening to James Altucher’s recent podcast with Jordan B. Peterson. One thing in particular hit home whilst listening to this episode. It was this; “A bad plan is better than no plan at all”. 

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Chris Bruno 06/02/2018 0 Comments