Tuesday, January 28, 2014

Arby's is the New Oreo

Ah, "opportunistic marketing" at its finest. Arby's tweeted about Pharrell's hat during the Grammy's and it has now generated over 83,000 retweets and 48,000 favorites. And for those of you keeping score at home, the now-infamous Oreo Super Bowl blackout tweet (only) has about 15,000 RTs and 6,000 favorites.

...will all of these happy Twitter people all get a hankering for roast beef sandwiches now? Likely not; however, you have to admit it was the right hat, right time.

Source: AdWeek

Tumbling Right Along...

The ups and downs of social media popularity are familiar to most (I can't take any more articles about how "kids" are leaving Facebook because their parents are on it); however, I am still trying to wrap my brain around the slow and steady race that Tumblr seems to be running.

Adobe's Q4 2013 Social Media Intelligence Report, which analyzes paid, earned and owned social media trends, claims that referral traffic from Tumblr is second only to Facebook -- when comparing the value of each referred visitor.\ ($1.10 and $1.22 per visit, respectively). Pinterest, which has been touted as an e-commerce magic wand (see: any article about Black Friday and Pinterest) was ranked third in this report at $0.93/visit. 

I find Tumblr's continued success to be surprising, given some struggles with their traffic and growth over the last few years. Can "micro-blogging" platforms still find their place among other visual platforms such as Pinterest? Or more robust blogging and publishing platforms? Tumblr still seems to have an edge as far as memes and random GIFs (What Happens in Media Planning is still a fave), but sites like BuzzFeed are making it easy to find all of the silliness of the interwebz in one place. 

And, while the Adobe report looked at data from various verticles (retail, media, entertainment, travel), I would be curious to know which one was most impacted by referral traffic from Tumblr. 

Source: AdWeek

Thursday, January 23, 2014

Facebook Steps Up Its Mobile Ad Game

We've all been wondering (well, maybe not all of us!) what would happen after the Facebook acquisition of the Atlas ad server in Feb 2013. It turns out their sights are set on mobile first. They're running small tests with publishers and advertisers to serve Facebook ads across a number of third-party mobile apps. This test also gives Facebook the ability to track clicks and conversions without cookies.

Source: Getty Images

The breadth of data available to Facebook is unquestionable. From our engagement actions (likes, comments, shares) to the information within our profile pages, Facebook is set up on the back end to have a very successful ad network. I am anxious to learn more about the quality of inventory (they're remaining hush-hush about which apps they've partnered with) and the exact targeting parameters available for these mobile buys.

(BTW, yes -- this blog is alive and kicking again!)