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Insights: The EGC Blog


Today’s consumers, especially Millennials and Centennials, seek to engage with thoughtful, community-minded brands.

1 – Know Your Audience. They already "Liked" your page, so visit their pages; learn about them. Then Segment Your Audience. Separate them into logical, titled groups that you can then send highly-targeted messages to.

2 – Understand that Social Media is a Single Channel. Just like MTV, one channel that plays programming 24/7 must cater to many different Audience Segments, and playing the content at the right time is critical to Overall Viewership.

3 – Deliver messages at the right time, to the right Audience Segment, and most importantly – to the right place. Not everyone who uses Facebook also uses Twitter, or Instagram, or Pinterest. Understand which of your Audience Segments use each Channel.

4 – Content Authenticity. This is the downfall of most social media agencies. Know your product inside and out by living your brand as a Lifestyle; it’s the best way to ensure that your messaging gives your consumers the 'real deal' vibe. If you don’t know enough about a subject, it’s best to leave it alone on Social Media until you do.

5 – Use Magnetic Content as much as possible. Absorbable, share-worthy, highly-targeted content that is made to look attractive; this combination ensures your message is consumed and engaged with by your fans.

6 – Success is always Subject to Change in digital marketing. Always test. Try two different, three different, five different approaches to a campaign – and run them all. Cancel campaigns along the way that don’t do well. Experimentation is always a fun way to find the things that work. Never forget that Social Media is a full-time job.

7 – Build relationships with customers at a personal level. Don’t be afraid to send a Private Message to engage them to learn even more about your brand. Build Brand Ambassadors by sending occasional private messages, hooking them up with gifts, tickets for local events, etc. This is a very inexpensive way to learn more about your brand at a Street Level.

8 – Success relies on the effective curation of content. Use as much Magnetic Content, and also Epic Content – the kind that generates a positive emotional reaction, or disrupts a common belief or trend. This is the content that is so persuasive, your customer can’t resist but to CLICK-TO-FIND-OUT-MORE.

9 – CTA RULES. Add a Call-to-Action to as much of your content as possible. If you did your job by using the advice I've mentioned, your viewer is DTC (DOWN-TO-CLICK).

10 – Always follow the 80/20 Rule. Use 80% of your posting for General Interest Content, and save 20% for Overtly Promotional and General Housekeeping Content.


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With the holiday season here, New York City is a favorite place to visit. If you plan on taking a trip to this metropolis between now and the end of the year, stop at Times Square and try an experiment: Disconnect from your mobile device for five minutes and look around (meaning take a real good look around) at a form of marketing that many take for granted or may not think about anymore – outdoor advertising.

Long before smartphones, tablets, and even television, outdoor advertising was the means by which brands reached a mass audience – and it is still with us. Everywhere from Times Square to Penn Station and beyond, on everything from billboards to buses, bus shelters and subway stations and more – outdoor advertising is alive. Almost as a way to symbolize the durability of this medium, the Outdoor Advertising Association of America launched a campaign proclaiming “This Ad is Real,” earlier this year at Advertising Week 2015.

But the obvious question that many would ask is how profitable is outdoor advertising? In a recent article for The Wall Street Journal, “Outdoor Advertising Companies Post Improved Revenue in Third Quarter,” Nathalie Tadena states that outdoor advertising “represents a small sliver of marketers’ ad budgets.” Figures from Kantar Media report that “the U.S. spent just $4.4 billion on outdoor ads last year, compared with $78 billion for TV.”

At the same time, one company, OUTFRONT Media, reported recent organic growth and also believes that there this will continue into the fourth quarter. (It should also be noted that in terms of revenue, OUTFRONT Media is the third largest outdoor media owner.)

Part of the downside to advertising on a billboard is that once an ad is there – it is there for the duration of the time agreed upon between client and marketer. Many would consider this form of advertising obsolete in the forever changing digital age. But then, it could also work the other way around… Miss Tadena goes on to state: “Advertisers are increasingly looking to apply the data available from digital and mobile platforms to better target audiences with their outdoor media buys and improve the ability to measure their return on investment.”

Could Miss Tadena’s comment translate into a concept that no one would have thought of? Is it possible that digital and mobile strategies of certain brands may wind up looking to outdoor advertising as a supplement to spreading their visibility (and profitability)? And, not to sound flip, there is no ad blocking for outdoor advertising (aside from turning away from them).

As stated earlier, the drawback to outdoor advertising is that it cannot be changed once it has been placed – so far. There is an experiment underway at this time in London. A well-known technology company is using billboards to test one of its ad technologies. If this experiment proves successful and catches on here in the U.S., outdoor advertising may be on the brink of a whole new era.

As a way to spread the word about its DoubleClick ad technology even further, Google has added billboards as a supplemental marketing tool, right alongside its digital strategy. Lara O’Reilly, writing for Business Insider, explains: “The company is trialing a method for premium billboard ads to (be) bought programmatically – using DoubleClick's automated processes, rather than having to manually place an order with an outdoor advertising company upfront – for the first time.”

This is how the ad strategy works: Advertisers who choose to purchase billboard ads via Google’s DoubleClick technology will have access to real-time data signals (audience, weather, events, etc.) which will help determine everything – from time of day to the location – for the placement of a specific billboard ad. DoubleClick technology would then keep, discard, or reassign the ad, based on how relevant it would be to the majority of people who pass by it and take notice (or don’t).

Tim Collier, who is the mobile solutions lead for Google’s DoubleClick, maintains that this is simply a test, but one which will help the participating advertisers learn what works and what doesn’t – the same type of trial and error that digital campaigns face. As stated, this trial-and-error experiment is still ongoing, and results have not been finalized. If nothing else, it is evidence that outdoor advertising, regardless of how much marketers spend on it, still has staying power. 

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Just make it pink. From sports equipment to household tools like hammers, for some, the way to address marketing to women is to just make it pink.

Assumptions about what it means to market to women often include typical stereotypes along the lines of, “women love to shop and women love shoes.” Of course there are women who love to buy shoes. Guess what? Men also like to buy shoes. They love the thrill of the hunt for a great deal and finding something special. 

According to Greenfield Online for Arnold's Women’s Insight Team, women account for 85% of all consumer purchases, from autos to health care. That number is too big for retailers to ignore. But what marketing strategy will reach “her” most effectively?

Women work in diverse fields, from construction to the board room. Their interests range from Tough Mudder runs to couture runway shows. So how do marketers reach “her”? Start by understanding that there is no single “her.”

To appeal to a diverse audience, marketers need to showcase a variety of products (or the ways a product can meet the needs of many). How can retailers and their marketing teams determine if their product will have broad appeal to women? Ask for directions – ask women. Ask women of varying ages, careers, and interests.

Once a retailer has done the HW of determining if advertising should be tailored to a niche interest or can be successfully targeted broadly to women, how can they reach women?

Retailers have to be wherever women are spending their time. Facebook, for example, is a powerful tool for customizing ads and targeting groups. Traditional online and offline tools such as print, Google and TV commercials can all work together to create a strong marketing strategy. But one tool in particular is growing in effectiveness in keeping brands top-of-mind: Pinterest.

Pinterest is an online bulletin board and idea organizer. People visit the platform for projects, parties, recipes and fashion ideas. With DIY guides, tips and stunning photos, users can discover new brands and products while having fun and feeling inspired.

According to recent numbers from comScore, Pinterest has 11 million unique monthly users and has more than doubled its audience over the past six months. And 80% of Pinterest users are females who spend more time on this platform than on Twitter, LinkedIn and Google+ combined.

Pinterest is growing very rapidly because its users build interest by sharing their pins with friends. Friends share about what they're pinning on other platforms. Blogs, for example, often integrate with Pinterest, sharing recipe images and more, which increases its reach among consumers.

The platform is also user-friendly. If a woman is on Pinterest and sees something she’s interested in, she can click through directly to the website where said item can be found. And while she’s there – the credit card may come out for a purchase. Companies that use Pinterest for marketing include: Better Homes and Gardens, Michaels, Whole Foods, Birchbox and HomeGoods, just to name a few. If a retailer is not driving sales directly to their website, they are using strong, alternate websites like Pinterest.

Women work very hard and wear many hats. They’re busy working, taking classes or taking care of their family. Anything to add fun into their busy day while making things a little easier could go very far. Pinterest is a great way to do that.

What should marketers keep in mind when developing a strategy to market to women?

  • Not all women are the same, so don’t try a cookie cutter approach.
  • Don’t underestimate the power of social networks.
  • Remember to bring the fun!

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When advertising branched out into digital media, it was the beginning of a new era. It is no exaggeration to say that the world of advertising was revolutionized by digital. But nothing is ever guaranteed, and even the strongest mediums can be threatened. Earlier this month at Advertising Week 2015, new technologies and discoveries related to advertising were promoted and celebrated. One technology that was NOT celebrated, however, was the recent technology of ad blocking.

True to its name, ad blocking serves to hinder the mobile and digital venues of advertising, which in turn cuts into the visibility and livelihood for brands (and the agencies that represent them). An Adweek article, which sought feedback from professionals who created ads as well as those who create blocking software, reported that 2015, $22 billion in global ad revenue has been blocked. This figure is for desktop devices. With the rise of ad blockers the future situation looks even worse.

And this appears to be very much an “us against them” situation.

For example, a recent story produced for CNBC’s “On the Money,” by Trent Gillies, entitled “Advertisers Sweat As Ad Blockers Proliferate,” featured two viewpoints about online advertising.

  • Chris Aljoudi , a developer of an ad blocking software named Purify states: “Advertisers have been degrading the user experience for users, especially on mobile, for the last 10 years,” while also conceding that: “…the goal of Purify is to have a choice for users to say whether they want ads or not.”
  • Joe Zawadzki, CEO of online marketing agency, MediaMath, speaks for many in the advertising field: “Good advertising is indistinguishable from content. And bad advertising is noise and bad advertising is frustrating… The call to arms to advertisers and publishers is to make the (advertising) experience a better one. Make it a faster one. Make it one with more relevant advertising that actually works.”

If the immediate solution is to improve the content of online advertising content (thus creating ads which customers will want to see), the time is now and the window of opportunity to improve the product is narrow. This is why the recent trend of “micro-moments” – getting to the right customer at the right time – is paramount.

Lauren Johnson recently posted an article for Adweek with a title that asks the question: How Can Marketers Be Certain Their Mobile Ads Are Actually Getting Seen? One alternative taken by Brian Nadres, director of programmatic media at The Media Kitchen, is the testing of advertising on different and native formats, such as Instagram.

Angela Mertz, Media Director for EGC Group offers her insights on how advertisers can adjust and proceed: Ad blocking doesn’t necessarily have an effect on every media campaign, which is why a thorough evaluation is needed before any recommendations are made or campaigns are set live for a particular client or vertical. For example, ad blockers do not impact in app advertising. When formulating a plan, therefore, we can consider decreasing mobile web impressions and reallocate those to in-app impressions. In order to be sure to capture the consumer that truly wants your information – make sure content media strategies are in place (which includes leveraging all available media tactics: emails, newsletters, search, social and native advertising opportunities). Providing valuable and relevant content in exchange for contact information – with the goal of keeping the conversation with a consumer going – is now more important than ever. Digital advertising today is more about utility, branded content and storytelling. This cannot be blocked.

So really, ad blocking won’t be all bad for marketers. It will clean up the web publishers’ content space, force advertisers to be more relevant and valuable to consumers and, after the dust settles, the consumers that remain will be more receptive to ad messages and engaging with your brand. And isn’t that the consumer we are targeting anyhow? Those who are looking for our content and offers?”

The obstacles and hindrances that are the result of ad blocking are there and they are serious. But they are not insurmountable. By exploring other venues or capitalizing on the micro-moments, the match between a brand’s visibility and the time an interested customer will take to view it are still possible.

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The EGC Group proudly hosted the latest in its series of Long Island Digital Summit events – a breakfast with Google – to talk about the importance of mobile and the development of marketing with micro-moments in mind. Clients, partners and the marketing community attended the event that was held this week at LIU Post, where panelists from Google and EGC President Nicole Larrauri discussed trends and strategy.

How can brands best approach their content strategy and development today? Remember the fundamentals:

  • Shareability
  • Interactivity
  • Targeting
  • Discoverability

Most marketers have heard the request, “Give me something that will go viral.” As Google’s Regina Wilcox noted, “There is no secret back end button to push to make something go viral.” The key is to think about what we ourselves enjoy and what our target audience is interested in. What’s funny? What’s informative? What’s engaging?

But we’ve all seen unfortunate brand attempts at humor. (There have definitely been some cringeworthy moments on social, for example.)

Nicole Larrauri pointed out that we’ve seen success for brands we work with at EGC Group with video – even when their content may be serious, or considered a little dry. When it’s informative and helps customers learn something useful, it meets a need and hits the mark.

The rise of mobile has created moments during which consumers interact with brands when they are looking to have their needs met in real-time and with relevant content. Google reports there are four new moments that all marketers should know.


There are tremendous opportunities for brands to surprise and delight customers on mobile by creating real omni-channel experiences that are consistent and true to the brand while providing fresh content and new information in ways that make the most of the platforms they’re shared on.

As Regina Wilcox warned, while there’s a lot of conversation about changing up tone of voice on different platforms, this content development strategy shouldn’t be taken too far. Snapchat, for example, may be a fresh new platform with its own tone, but changing brand identity to fit the platform will only create disconnected brand experiences and identity when users interact with the brand in many other places.

We’ve seen this exemplified for political candidate brands as they try to jump into new platforms and adopt a tone of voice that’s out of step with who they are as Nicole Larrauri reported in Adweek recently. The key is balancing a social tone with an authentic voice that works on each platform, but carries throughout to create a clear brand message.

And while there’s tremendous opportunity thanks to mobile, along with apps from industry leaders, such as Google's YouTube, there are still challenges that brands face with developing and implementing apps to engage with customers, provide content and generate ecommerce. News broke earlier this week that Apple® (ranked the Best Global Brand two years in a row) experienced a privacy issue with a new SDK (software development kit).

An Apple SDK was collecting sensitive data from customers who have begun using new ad blocking apps from the brand. As Lisa Eadicicco writes in Business Insider, these particular iOS apps use a third-party advertising tool that was developed by Youmi (a mobile agency based in China), which can collect private information about user from their iPhone.

Everything from the phone’s serial number to email addresses and Apple IDs are vulnerable to a data breach. Compounding the severity of the problem is the number of apps that have this dangerous capability. According to SourceDNA, a staggering 256 apps created by Youmi contain the corrupt code.

The response by Apple® has obviously been to remove these apps from its App Store. Youmi has issued an apology and promised to compensate customers who purchased these now prohibited apps, as reported by Josh Chin in The Wall Street Journal. The backlash and resolution of any potential data that has been done, however, is still in question.

App development and implementation for brands is still a new frontier, and one that can be fraught with danger for brands when consumer privacy is put at risk. Apple® is certainly not the first mega company to suffer a data breach. Its rival, Microsoft®, has been victimized, as has superstore Amazon.

The key for brands in looking to capitalize on the rise of mobile and develop apps and other software is to strengthen and intensify security measures before leaping in with the next new thing. 

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CPG Shopping

Catalina® recently released its 2015 mid-year review of the top 100 CPG brands, and while they focus on the impact of Private Label, we hypothesize that other forces are at play as well, and that niche brands have a bright future.

Out of the top 100 CPG brands, 62 of them posted declining dollar sales in the year ending June 30, with an average decline of 4.4%. And, 90 of the top 100 lost market share.

These results occurred at the same time that sales grew overall in every major category in which these brands compete. While Private Label brands are to blame for a significant share of the switching, other factors are impacting what’s happening at the shelf.

The rise of product customization, personalization, and ‘made for me’ experiences have transformed the consumer landscape into one that is accustomed to having something a little more unique and ‘right for me’ than what the traditional market leaders have to offer. In this environment, smaller niche brands that reach the shelf are establishing a foothold because consumers have stopped focusing on the ‘leading brand’ and started to look for the one that speaks directly to their personality, values and affinities. Whether that niche comes via an organic labeling, green positioning, place of origin, or even just an attitude, brands that can carve out a little space for themselves are finding a home in consumers’ hearts and grocery carts.

While this doesn’t mean that smaller brands are about to overtake the bigger players, it does mean that companies who can articulate and own a unique and meaningful difference for their smaller brands have the momentum of market forces with them. Are you ready to explore the opportunities for your brand?

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Give_Shirt_2The excitement in EGC’s office is tangible today, “CreateAthon Eve.” A total of 101 agencies around the world have participated in events like this one, wherein agencies donate talent, and advertising and marketing feats to nonprofit organizations. In only twenty-four short hours the eighth annual creative marathon will begin here at EGC; our staff is practically buzzing with anticipation.

In past years, EGC Group has worked with Girl Scouts of Nassau County, The Rainforest Alliance, and AHRC of Nassau County, among many other organizations. We produced some inspired television ads, print ads, and even event promotions. Last year, we created some amazing content for The Team Jesse Foundation, Melissa’s Rainbow of Joy Foundation, and Central Nassau Guidance and Counseling Services. 

One of the reasons we love participating in an event that delivers $20.5 million worth of pro bono marketing and advertising to 1,300-plus nonprofits in the U.S., Puerto Rice, and Canada through CreateAthon, is that we at EGC have noticed some amazing internal benefits as well.

Aside from the pizza, coffee, and T-shirts that everyone enjoys, our staff really loves being able to flex their creative muscles with talented people in departments that they might not otherwise have the chance to work with. Together, they are able to see a project grow from conception to full presentation in a short amount of time. It allows us to recognize the talent in every one of our staff members, and challenge them to work together to produce something that they’re proud of.

Last year, Amanda Mauceri, EGC Account Executive, had this to say about the experience:

“EGC has some truly great minds, and I continue to be blown away by the work we end up producing during such a short time-frame. It’s an emotional and fulfilling experience, especially when we get to present the final finished products to the charities and non-profits that would otherwise not be able to afford to produce these materials that are so vital to their organizations.”

Follow all the action on Facebook, Twitter and Instagram with #247EGC! 



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It’s Advertising Week 2015 in NYC, an event that for the past 12 years has gathered leaders and high profile professionals from around the world to discuss, exchange, and develop ideas in every aspect of advertising. Needless to say, the changes that have taken place in advertising make the last 12 years seem like light years.

Some of the big topics this year have been network acquisitions, the news that Facebook indeed intends to launch "ratings"and YouTube's proposed subscription video and music service. Digital advertising was clearly at the forefront of the conversation. But there were signs that tride and true traditional advertising methods still have a place in the game.

Radio was given its due as medium that is still very relevant. Matt Scheckner, the Executive Director for Advertising Week, told RadioInk: “Radio has brought a robust presence from the industry by day and by night with premiere speakers, content, and performers throughout the week.” 

Internet radio was also discussed (and its competition with Facebook) . It was noted that audiences made up of Millennials and Generation Z listeners are tuning in to the radio more often than usual. 

Outdoor advertisements, it seems, are alive and in the game, and on view for all to see via billboards and bus shelters, among other places. Steven Perlberg of The Wall Street Journal wrote that the the Outdoor Advertising Association of America will launch a campaign with statements such as: “This ad is real” and “You are consuming an advertisement. You are real,” which is geared toward out-of-home advertising businesses. 

The average budget for outdoor advertising is $4.1 billion, Perlberg reports, compared to $50 billion budgets that are spent on digital. So, outdoor advertising is still around, but is not as widely sponsored. The big bucks are being saved for modern technology.

And on the modern tech front, one of the biggest topics this week has been the possible impact of "ad blocking." Perlberg in his piece went so far as to write "the week will carry a patina of fear" on the subject. Erin Griffith reporting in Fortune quoted Interactive Advertising Bureau CEO Randall Rothenberg, who coined some inventive descriptions of ad blockers (such as “unwelcome gatekeepers”), and claimed that these types of apps “hurt the little guy.”

Other attendees, when asked, went on to state that ad blocking was “a threat to what makes the Internet great.” How to address this threat? Begin by looking at the general collection of mobile ads, and honestly address what mobile users don’t like about them. 

Peter Imburg, of the gift giving site Elfster.com, stated that ad blocking should serve “…as a wakeup call to solve the things that are annoying to audiences.” 

As EGC's Creative Director Rich DeSimone noted in a recent Insights piece, "If someone wants to block ads, did we ever have a chance that they’d engage with it? Maybe now the eyeballs we’ll have on ads will actually be people who welcome them and respond to them, making click-through and effectiveness even better."

And as Jamie Scheu, writing for The Huffington Post, wrote in what might be interpreted as a more positive spin on Imburg’s statement, and considers the obstacles of ad blocking as challenges. Ad blocking will force creatives to step up their game. Or, simply stated: “Digital advertising has to get better."

Connie Anne Phillips, Publisher and Chief Revenue Officer for Glamour Magazine, was quoted in Ad Age suggesting:“As far as ad blocking, I think the greatest solution for it is native advertising. Creating ads and working with marketers to take our great assets and make sure that that consumer doesn’t want to miss that marketing message…Create content, and deliver it to the right consumer, in the right context, where she wants it, when she wants it.”

There is an age-old saying when it comes to attracting an audience: “Always leave them wanting more,” which has been attributed from everyone from P.T. Barnum to Walt Disney. Regardless of who said it, in these current times where people can “tune out” ads at will, this short maxim could (and should) be a mantra for marketers and creatives in attracting – and keeping – customers. Hopefully, the dialogs and forums at Advertising Week 2015 built a foundation to build on for digital ads to be not only be seen – but sought out.

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Long, long ago in 2011, TechCrunch published a piece entitled: It’s a Facebook World, Other Social Networks Just Live in It. The article featured Vincenzo Cosenza’s “World Map of Social Networks” that highlighted Facebook’s global dominance.

In the four years since then, there have been countless headlines declaring that the death of Facebook is nigh. Two years ago, Ruby Karp, then 13, wrote an article that went viral: I’m 13 and None of My Friends Use Facebook. Ruby is back this week with an update: I’m 15 And All of My Friends Use Facebook.

This time last year, EGC took a look here on Insights at apps that were popular with younger demographics. Facebook had fallen behind Instagram and Twitter. And Snapchat was looking like a contender to become the platform of choice for Generation Z.

Certainly, younger demographics are more likely to embrace new apps and try new networks. But clearly, with more than 1.4 billion monthly users, and the platform’s recent announcement that one billion people used Facebook in a single day, this is still a social center that brings users together.

Facebook has become a place to watch videos, competing with YouTube, and has now joined forces with YouTube in launching 360 videos. This week, Lucasfilm’s special effects team, ILMxLAB, created a short Star Wars clip that premiered exclusively on Facebook. Watch the video: HERE.

While the technology to create these videos is complex, Facebook writes that its goal is to see immersive experiences across the network: “In the future, imagine watching 360 videos of a friend’s vacation to a small village in France or a festival in Brazil – you’ll be able to look around and experience it as if you were there.  Along with updates from your friends and family, you will also be able to discover amazing new content on Facebook from media companies, organizations, and individual creators.”

In addition to Lucasfilm Discovery, GoPro, LeBron James & Uninterrupted, Saturday Night Live, and VICE are also sharing new 360 videos. Facebook adds, “If you’re using Facebook on the web or on Android, you should be able to see 360 videos in News Feed soon. We plan to roll this out for iOS in the coming months. It’s early days, but we’re excited about the possibilities for 360 video and hope it helps people explore the world in new, immersive ways.”

Facebook has also dialing up with its Instant Articles, which first launched in May. The Washington Post will reportedly begin running every story on Facebook via Instant Articles. Facebook has signed on publishers such as The Huffington Post, Mashable, Hearst, MTV, Time Inc., CBS Interactive and Gannett.

Facebook is becoming a center of media, advertising, and ecommerce with brands such as Johnny Cupcakes (and even allegedly as a black market for perhaps more unexpected items, like fish). Facebook has become such an integral part of the world’s marketing, communications and daily life that when it when down yesterday, it prompted tongue-in-cheek headlines such as: Facebook Goes Down for 10 Minutes, Mass Panic Ensues.



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Facebook can feel like a proud parent. This summer, figures and reports showed that this social media giant was also a force to be reckoned with in marketing and advertising. And as the parent company of Instagram, Facebook has a lot to be proud of. Instagram is on its way to becoming what may be termed an “advertising prodigy” on social media.

Recently, this popular photo and video sharing social media network began expanding its resources to enable advertisers to run campaigns in various formats (including the option of 30-second video spots) on its site. Instagram is looking to accommodate any business, brand, or corporation – well-known or not – that hopes to advance their campaigns. And, all of these marketing efforts are global. In a statement from Instagram that was posted on Phys.Org:

"We're excited to announce that starting this month, advertisers both large and small can run campaigns on Instagram. In addition, ads are now available in more than 30 new countries –including Italy, Spain, Mexico, India and South Korea – and will be launching in markets around the world on September 30."

According to Mark Sweeney, writing for The Guardian, that figure is 38 new markets, so Instagram’s reach is only expanding. Apparently, this plan was in development since June, and the prediction is that within a couple of years, the popularity and wide usage of ads on Instagram will eventually surpass Google and Twitter in mobile display revenues.

What should especially appeal to advertisers is the quick and convenient set of callouts that Instagram is featuring in the campaigns. As Kathleen Chaykowski lists in Forbes, these callouts include “Install Now,” “Sign Up,” and “Shop Now.” And, in addition to the relatively new mode of video advertising, Instagram is also appealing to more traditional arenas. Got an event you want to promote? Try Marquee, the event-related format.

Another thing that Instagram has going for it, is late-breaking technology. Last week, Apple unveiled some cool and impressive upgrades and entirely new products to its lineup. In addition to the iPad Pro and Apple Pencil, there is something new for the iPhone. Whether by luck or coincidence, the new “3D Touch” displays on the iPhone 6S and 6S Plus models by Apple makes this venue for mobile advertising stand out (literally and figuratively).

As Ms. Chaykowski goes on to explain, “3D Touch” will: “…respond to three different levels of force and gives users new shortcut screens. The result is a nimbler and more visually pleasing navigation interface.” (On a side note, it is ironic that Apple has also introduced “content blocker” apps which can eliminate having mobile ads appear on a mobile screen. Talk about opposites of extremes!)

In the space of a week’s time, Instagram ads are off and running. Recently, a list of “Instagram Advertising Best Practices” was posted by Katie Carlson of B2C that covers everything from staying relevant to a target audience to creating different ad visuals. This is but one example of how advertising via Instagram has taken hold (and quickly).

With this kind of impending success, Instagram will not only carve a strong niche for itself, but it will also further secure proud (and profitable) parent Facebook as a preeminent social media platform for advertising. Congrats, Instagram…you chip off the social media block.

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