Budweiser is using a variety of techniques to align its brand closely with the American experience. Whether showcasing Jay-Z's lines about growing up in Brooklyn, sponsoring the Made in America concert series or putting "America" directly on its cans, the brand is seeing success from a message of American exceptionalism.
Click to watch video (California Milk Processor Board/YouTube)
The California Milk Processor Board's new "Got Milk?" spot from 20-year agency partner Goodby Silverstein & Partners features a glass of milk being wooed by a host of suitors, including a sushi roll, a doughnut and a hot dog. The campaign also includes print ads and a social media push to encourage consumers to share their own perfect milk and food pairings.
Investment in video advertising spiked 142% in the second quarter of this year compared with the first quarter, while native ads increase 50% quarter over quarter, Smaato reports. Full-screen interstitials were the top video ad format.
YouTube says that its six-second advertisements are working, with 90% of advertisers citing an increase in ad recall. More advertisers are taking advantage of the shorter ad format, with the company posting a 70% quarter-over-quarter increase in the number of advertisers using the shorter-ad format.
Vox Media has announced that advertisers can now buy its ads programmatically via Concert. The ads will run across Vox's sites, as well as other publishers, including NBC Universal, Facebook Instant Articles and Apple News.
Nut milks, fruit waters, probiotics and other functional beverages were among the major trends on display at this year's Natural Products Expo East. Among the innovations are cold-brew, ready-to-drink coffees with fruit flavorings, such as Chameleon Cold-Brew's Sparkling Citrus Coffee and Rise Brewing Co.'s Lemonade and Blood Orange nitro coffees.
Consumer packaged goods brands such as Procter & Gamble are shifting from demographic targeting to using behavioral data to target ads at consumers. Johnson & Johnson achieved a 7% increase in sales of Aveeno products due to behavioral targeting, Chief Marketing Officer Alison Lewis told Dmexco attendees.
Baileys is launching its first vegan product this fall, Baileys Almande, which uses almond milk instead of dairy. For now the liqueur, featuring almond milk, almond essence and vanilla, will be available only at Whole Foods Market in the UK.