In the ever-evolving landscape of advertising, where social media platforms and algorithms reign supreme, a new phenomenon has emerged – Dark Social.
This clandestine trend has taken the advertising world by storm, as brands harness the power of private messaging apps to connect with their audience.
But what exactly is Dark Social, and why is it challenging conventional web analytics?
Join us as we explore this intriguing phenomenon, alongside other cutting-edge advertising trends that are shaping the year 2017.
advertising 2017
In 2017, advertising has seen a shift towards Dark Social, which involves brands contacting their audience through private messaging apps and emails rather than social media.
This trend makes it difficult to track referral data and measure success through traditional web analytics tools.
Adidas has effectively used Dark Social by creating hyper-local communities and leveraging brand advocates to consume their content.
Other brands can take advantage of Dark Social by directly contacting followers through messaging apps like Facebook Messenger.
Additionally, Agile marketing allows for more responsive and relevant ad campaigns by working in sprints and continually optimizing based on data.
Social advertising spending is expected to exceed $35 billion in 2017, with Facebook, Instagram, and Snapchat being the preferred platforms.
Augmented Reality (AR) marketing is also gaining popularity, with more marketers exploring its potential.
Interactive ads and chatbots have emerged as two key advertising trends in 2017.
The success of a chatbot relies on giving it a catchy name and making it entertaining.
Some notable ads of 2017 include KFC’s clever spoof on healthy living influencers, Heineken’s #Worldsapart campaign promoting unity, and Samsung’s playful VR ad featuring an ostrich.
Overall, advertising in 2017 is characterized by personalized approaches, innovative technologies, and creative campaigns.
Key Points:
- Advertising in 2017 has shifted towards Dark Social, involving brands contacting their audience through private messaging apps and emails rather than social media.
- This trend makes it difficult to track referral data and measure success through traditional web analytics tools.
- Adidas has effectively used Dark Social by creating hyper-local communities and leveraging brand advocates to consume their content.
- Other brands can take advantage of Dark Social by directly contacting followers through messaging apps like Facebook Messenger.
- Social advertising spending is expected to exceed $35 billion in 2017, with Facebook, Instagram, and Snapchat being the preferred platforms.
- Augmented Reality (AR) marketing is gaining popularity, with more marketers exploring its potential.
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💡 Did You Know?
1. In 2017, the most expensive advertising spot during the Super Bowl cost a staggering $5 million for just 30 seconds of airtime. This is a testament to the immense popularity and reach of the event.
2. Dove’s “Real Beauty Sketches” campaign, launched in 2013, became the most watched ad of all time that year, with over 163 million views on YouTube. The campaign challenged societal perceptions of beauty and received widespread acclaim for its emotional impact.
3. Did you know that the iconic Nike slogan “Just Do It” was inspired by the last words of a convicted criminal? In 1976, Gary Gilmore’s final words before being executed by firing squad were, “Let’s do it.”
4. Product placement in movies and television shows has been a common advertising tactic for decades, but placements are sometimes less subtle than you might think. In the 2017 film “Spider-Man: Homecoming,” a few characters outright mention online retailer Bodega, which caused some viewers to think it was a product placement. However, Bodega is actually a real-life company and not a paid endorsement.
5. The shortest recorded TV commercial of all time is a mere four frames, lasting just one second. Developed by Guinness, the ad features a simple message, “Enjoy Guinness.” Although it was only shown once in 1998, it created quite a buzz and earned a prominent place in advertising history.
Dark Social: A More Personal Approach To Advertising
In the constantly changing world of advertising, brands are always looking for innovative ways to engage with their target audience. Dark Social is one such trend that has been making waves in the industry. Dark Social is the practice of sharing links and content privately through messaging apps, texts, or email, rather than using traditional social media platforms. This approach aims to establish a more intimate and direct connection with consumers.
Benefits of Dark Social include:
- Increased privacy: By sharing content privately, users feel more comfortable and secure, leading to increased sharing and engagement.
- Higher quality traffic: Dark Social tends to attract users who are genuinely interested in the content, leading to higher conversion rates and better engagement metrics.
However, it’s important to note that tracking Dark Social traffic can be challenging due to the lack of referral data.
“Dark Social is an effective strategy for brands to establish a personal connection with their audience.”
To summarize, Dark Social is an emerging trend in advertising that aims to foster a more personal connection with consumers by sharing content privately through messaging apps, texts, or email. It offers benefits such as increased privacy and higher quality traffic, but tracking its effectiveness can be a challenge. Overall, Dark Social can be a valuable strategy for brands looking to connect with their audience on a deeper level.
How Adidas Utilizes Dark Social To Connect With Consumers
Adidas, one of the world’s leading sports brands, has successfully utilized Dark Social as a strategic marketing tactic to cultivate hyperlocal communities that actively consume their content. They have accomplished this by enlisting passionate brand advocates who engage with and promote their products. These brand advocates then share Adidas-related content via private messaging apps, fostering a sense of exclusivity and authenticity within their personal networks.
Adidas embraces Dark Social as a means to connect with their target audience on a more personalized level. By harnessing the influence and trust that individuals possess within their own networks, they are able to bypass traditional social media platforms and present their content directly to the most engaged and interested audience.
Improved version:
Adidas, an esteemed sports brand globally, has effectively leveraged Dark Social as a marketing tactic to establish hyperlocal communities that actively consume their content. They have achieved this success by enlisting dedicated brand advocates who possess a genuine passion for their products. These advocates subsequently share Adidas-related content through private messaging apps, fostering an atmosphere of exclusivity and authenticity amongst their personal networks.
Adidas embraces Dark Social as a means to connect with their target audience on a more personalized level. By capitalizing on the trust and influence that individuals wield within their respective networks, Adidas is able to circumvent traditional social media channels and deliver their content directly to the most responsive and interested audience.
- Brand advocates play a crucial role in spreading Adidas-related content
- Private messaging apps are utilized for sharing content, creating a sense of exclusivity
- Authenticity is a key element in Adidas’ approach
- Dark Social allows Adidas to reach their target audience in a more personalized manner
The Rise Of Messaging Apps In Advertising
Dark Social relies heavily on the use of messaging apps as a communication channel between brands and consumers. With the increasing popularity of messaging apps such as Facebook Messenger, WhatsApp, and WeChat, brands have a new avenue to directly contact their followers. This opens up opportunities for brands to send targeted and relevant content that resonates with their audience.
The advantage of messaging apps over traditional social media platforms is the ability to have one-on-one conversations with consumers. This creates a more personal and intimate connection, allowing brands to establish a stronger bond with their followers. Messaging apps also offer additional features such as voice messages, video calls, and interactive content, providing brands with endless possibilities for engagement.
- One-on-one conversations with consumers
- Personal and intimate connection
- Voice messages, video calls, and interactive content
Dark social relies heavily on messaging apps as a communication channel between brands and consumers. The advantage of messaging apps is the ability to have one-on-one conversations, creating a more personal connection and allowing brands to establish a stronger bond with their followers. Messaging apps also provide additional features such as voice messages, video calls, and interactive content, making it possible for brands to engage with their audience on multiple levels.
Targeted And Personalized Content Through Dark Social
One of the main advantages of Dark Social is the ability to send targeted, relevant, and personalized content to consumers. Unlike traditional advertising methods that rely on broad messaging, Dark Social allows brands to tailor their communication based on the preferences and interests of individual consumers.
By utilizing data analytics and insights, brands can gain a deeper understanding of their audience and deliver content that is specifically curated for them. This personalized approach creates a more meaningful and memorable experience for consumers, increasing the likelihood of engagement and conversion. Dark Social enables brands to cut through the noise and deliver content that truly resonates with their audience.
The Growing Importance Of Agile Marketing In Advertising
As the advertising landscape continues to evolve, it is essential for brands to adapt their marketing strategies to stay relevant and effective. One approach that has gained momentum in recent years is agile marketing. Inspired by practices used in other industries, agile marketing emphasizes a more responsive and iterative approach to advertising.
Agile marketing involves working in sprints, continually optimizing and responding to what is learned along the way. This allows brands to be more flexible and adaptive in their campaigns, adjusting their strategies based on real-time feedback and data. By embracing agile marketing, brands can ensure that their advertising efforts are always relevant, engaging, and aligned with the ever-changing preferences of their audience.
Some key benefits of agile marketing include:
Flexibility: Brands can quickly adapt their strategies to changing market trends and consumer preferences, ensuring that their advertisements are always timely and effective.
Responsiveness: By continuously optimizing their campaigns based on real-time feedback and data, brands can ensure that their advertising efforts are always responsive to the ever-evolving needs and preferences of their target audience.
Iterative approach: Agile marketing encourages a continuous learning and improvement process, allowing brands to make data-driven decisions and refine their advertising strategies over time.
In summary, agile marketing is an effective approach that enables brands to stay relevant and effective in an ever-changing advertising landscape. By working in sprints, continually optimizing, and responding to real-time feedback and data, brands can ensure that their advertising efforts are always engaging, aligned with their audience’s preferences, and ultimately drive results.
Social Advertising Spending In 2017: A Closer Look
Social advertising spending is expected to exceed $35 billion in 2017, comprising around 16% of total digital spending. This significant increase highlights the growing importance of social media platforms as advertising channels. Brands recognize the value of reaching their target audience through platforms such as Facebook, Instagram, and Snapchat, where users spend a significant amount of their time.
The rise of social advertising can be attributed to several factors. Firstly, social media platforms offer highly targeted advertising options, allowing brands to reach their ideal consumers with precision. Secondly, the interactive and visual nature of social media allows for more engaging and impactful ad experiences. Lastly, social media platforms provide robust analytics and measurement tools, enabling brands to track and optimize their advertising performance more effectively.
Advertising On Twitter Vs. Facebook: Trends And Insights
In recent years, the effectiveness of advertising on Twitter has stagnated. Users have become less receptive to ads on the platform, and click-through rates have decreased. On the other hand, Facebook has continued to see growth in advertising success. Brands are finding that their ads on Facebook resonate more with users and are more likely to be clicked on.
The difference in advertising effectiveness between Twitter and Facebook can be attributed to various factors. Facebook’s larger user base and more advanced targeting capabilities make it a more attractive platform for advertisers. Additionally, Facebook offers a variety of ad formats, such as carousel ads and video ads, that allow for more creativity and engagement.
These factors contribute to the continued growth of advertising on Facebook and the decline of advertising on Twitter.
- Facebook’s larger user base
- Advanced targeting capabilities
- Variety of ad formats
- Carousel ads
- Video ads
“The difference in advertising effectiveness between Twitter and Facebook can be attributed to various factors.”
Augmented Reality: A New Frontier In Marketing
Augmented Reality (AR) marketing is an emerging trend that has the potential to transform the advertising landscape. This technology allows marketers to overlay digital content onto the real world, creating immersive and interactive experiences for consumers. The success of apps like Pokemon GO and Snapchat filters has clearly demonstrated the power of AR in engaging consumers through their smartphones.
Brands are now exploring various ways to leverage AR to reach a wider audience. The possibilities are endless, from creating virtual showrooms for products to offering virtual try-ons for clothing and accessories. Additionally, there is also the potential for advertisements to appear within AR applications, providing a new and unique channel for brands to connect with their target audience.
Looking ahead, the future of AR marketing might even bring blank billboards that transform into something more, when viewed through a smartphone screen. This could further blur the line between the physical and digital worlds, opening up exciting possibilities for innovative advertising strategies. Augmented Reality marketing is truly an exciting avenue for brands to explore and connect with consumers in a more engaging and interactive way.
Interactive Ads And Chatbots: Trends For 2017
Two key trends in advertising for 2017 are interactive ads and the use of chatbots.
Interactive ads allow customers to hold a physical box up to a screen and see an animated version of the product on top of the box. This technology creates a more engaging and immersive experience for consumers, allowing them to interact with the product before making a purchase.
Chatbots, on the other hand, have significantly improved in sophistication. They can now hold conversations with customers that are indistinguishable from those with humans. Brands can use chatbots to provide 24/7 availability and to promote specific products based on customer inquiries. The key to success with chatbots is giving them a catchy name and making the interactions entertaining for the consumer.
Top 25 Favorite Ads Of 2017: Clever, Moving, Funny, And Thought-Provoking
In the ever-competitive world of advertising, brands are constantly striving to create memorable and impactful campaigns. Below is a list of the top 25 favorite ads of 2017 so far, featuring ads that are clever, moving, funny, and thought-provoking:
- KFC’s #cleaneating burger video went viral, spoofing healthy living influencers and launching their new ‘The Dirty Louisiana’ burger.
- Skittles’ funny Superbowl ad, costing around 5 million for a 30-second slot.
- Heineken’s #Worldsapart campaign featuring individuals with opposing views proving unity over a beer.
- Macmillan Cancer Support’s series of adverts exploring life with a cancer diagnosis.
- Samsung’s playful ad giving an ostrich the ability to fly with VR to promote Gear VR.
- Burger King’s print ads promoting flame-grilled burgers.
- Coca-Cola’s inclusive advert featuring a pool boy and a brother and sister lusting after him, upstaged by their mom.
- Apple’s ‘Earth – Shot on iPhone’ ad urging viewers to preserve the world, using imagery shot on an iPhone.
- Heinz’s ‘Pass the Heinz’ campaign brought to life 50 years later.
- KFC’s recent ad focusing on “the whole chicken”.
- IKEA’s latest advert promotes the importance of the living room and its relaxing qualities.
- Microsoft aims to encourage girls to pursue degrees and careers in STEM.
- Barbie released an ad focusing on the relationship between fathers and daughters.
- Carlsberg seeks to position themselves as an icon of Danish lifestyle.
- Pampers released an ad to raise awareness of its smallest nappy for premature babies.
- The New York Times released its first-ever ad to emphasize that they only publish the truth.
- Hyundai focused on the thoughts and opinions people have of hybrid car drivers.
- Audi addressed the issue of equal pay, featuring a father talking about the world valuing men over women.
- 84 Lumber released an ad following a mother and daughter’s migrant journey from Mexico to the U.S.
- Vauxhall rolled out a new campaign called “PyjamaMamas”, targeting working moms.
- A comical campaign by Adobe promoting its Adobe Stock software.
- A campaign by Danish broadcaster TV2 celebrating acceptance and diversity.
- A funny advert by Sprint showing extreme measures people go to get out of phone contracts.
- A second advert by Vodafone promoting its interior coverage.
- An advert by GE promoting the treatment of female scientists like celebrities.
These ads have resonated with viewers through their creativity, emotional appeal, and thought-provoking messages. They serve as examples of the power of storytelling and effective advertising techniques in capturing the attention of consumers. Overall, these top 25 ads of 2017 showcase the dynamic nature of advertising and the evolving preferences and behaviors of consumers.
FAQ
1. How has advertising strategies evolved in 2017 compared to previous years?
In 2017, advertising strategies shifted towards a more personalized and targeted approach compared to previous years. With advancements in technology and data analytics, advertisers were able to gather more detailed information about their audience and create tailored advertisements. This allowed for a more engaging and interactive experience, as advertisers could cater their messages to individuals based on their preferences, demographics, and behavior. Additionally, the rise of social media platforms and the decline of traditional media led to a greater emphasis on social media advertising and influencer marketing, as brands aimed to connect with consumers on a more personal level. Overall, advertising strategies in 2017 became more focused, personalized, and customer-centric.
2. What were the most successful advertising campaigns of 2017?
In 2017, there were several highly successful advertising campaigns that made a lasting impact. One such campaign was Nike’s “Equality” campaign, which aimed to promote diversity and inclusion. The powerful ad featured athletes like LeBron James and Serena Williams, advocating for equality in sport and society. It resonated with audiences and received both critical acclaim and widespread recognition, making it one of the most successful campaigns of the year.
Another successful campaign of 2017 was Burger King’s “Google Home of the Whopper.” The fast-food chain aired a TV commercial that triggered voice-activated Google devices, prompting them to read the Wikipedia entry for the Whopper burger. This unique and innovative advertising approach garnered significant attention and created buzz around Burger King. It showcased the brand’s ability to think outside the box and leverage technology to engage consumers, resulting in increased brand awareness and customer engagement.
The rise of social media platforms like Instagram and Snapchat had a significant impact on advertising trends in 2017. These platforms provided new and powerful ways for brands to connect with their target audience. With the visual nature of Instagram and the ephemeral and interactive nature of Snapchat, advertisers had to adapt their strategies to engage with users in more creative, authentic, and immersive ways.
Advertising on Instagram and Snapchat allowed brands to leverage user-generated content, influencer marketing, and real-time updates to reach their audience in a more personalized and organic manner. The platforms also offered advanced targeting options, enabling advertisers to deliver customized and relevant content to specific demographics or user behaviors. Moreover, with the popularity of Stories and Explore features, advertisers took advantage of these formats to deliver authentic and in-the-moment content, creating a more intimate connection with users. Overall, the rise of Instagram and Snapchat influenced advertising trends by pushing brands to adopt more visually appealing, interactive, and personalized strategies to effectively reach and engage their audience.
4. What challenges did advertisers face in 2017, and how did they overcome them?
In 2017, advertisers faced several challenges that included ad-blocking technology, increasing consumer skepticism, and the rise of ad fraud. To overcome these obstacles, advertisers adopted various strategies. Firstly, they focused on creating high-quality and relevant content to provide value to consumers and win back their trust. By delivering meaningful and engaging advertising messages, advertisers aimed to combat ad-blocking and convince consumers to whitelist their ads. Secondly, advertisers directed their efforts towards targeting specific audiences through data-driven advertising. By leveraging consumer data, they aimed to deliver personalized ads that truly resonated with individual interests and preferences. Finally, they employed advanced ad verification and fraud detection tools to counter ad fraud, ensuring their ads reached legitimate audiences and maximizing the return on investment.
Overall, in 2017, advertisers tackled the challenges by prioritizing user experience, personalization, and anti-fraud measures to stay relevant and effective in a rapidly evolving digital landscape.