My name is Pedro Laboy and I am a business strategist. My specialties are marketing and
branding. My tools of choice are technology, social media, and analytics. My name is
Pedro Laboy and I am a business strategist.
The chances of a viral ad becoming an effective brand vehicle are similar to those of a high-school basketball student making it into the NBA. By the way, viral ads are those that propagate through email and/or social networks rather than paid media channels. Here are five viral ads that have made the cut.
Everyone speaks about the importance of integrating your digital channels. However, I find that integration rarely goes beyond the creation of landing pages. I recently came across a very clever rich-media banner ad that does an excellent job at integrating with social media. I came across the ad—for the Toyota Prius—while on the Mashable website. The ad works as follow:
1. A Toyota Prius icon appears on the bottom right of the screen. On click, the ad takes over the page.
2. The Prius icon reappears on the ad and the user is prompted to drag it into a social media bar with Facebook, Twitter, Email and IM options.
This social media sharing approach for display ads will become as common as social sharing features found on web pages. Marketers who embrace this approach to integrating display ads and social media will undoubtedly increase both the efficiency and effectiveness of their online campaigns.
Contextual advertising can be an effective approach to effectively reach consumers when they are most receptive to the messaging being delivered. However, contextual advertising, when not deployed properly, can be a dangerous tool. The examples below speak for themselves.
Somebody Is Watching You
Bright as Day
A Cup of Joe
Trouble in Paradise
Smells Like Something is Burning
Burn Baby Burn
Only the Lonely
The Job is Done
Famous Last Words
Only The Lonely – Part Deux
So Wrong in So Many Levels
The Importance of Higher Education
I Will Keep More Than The Change
Cadillac and Buick… Are They Not Both Made By GM?
We Fly The Friendly Skies
We Fly the Friendly Skies – Part Deux
A Smear Campaign