The Multi-Middle East – Targeting consumers in a complex marketing landscape

Neither a continent nor a country, The Middle East is a term given to a region made up of 17 countries. The region comprises of 450 million people and growing at one of the fastest growth rates in the world, the Middle East is a prized market for most brands due to the large base of youth population that exists here. Almost 50% of the regions population is under the age of 25 with 35% being under the age of 18. This poses a huge potential opportunity for a dynamic future market. The challenges alongside remain job creation, education and channelling youth potential towards economic prosperity.

Der Beitrag The Multi-Middle East – Targeting consumers in a complex marketing landscape erschien zuerst auf Serviceplan Blog.

At This New Gym For Pregnant Women, Moms-To-Be Aren’t Treated Like Invalids

At the first brick and mortar gym for new moms and moms-to-be, students receive instruction on how to exercise their changing bodies–and experience a sense of community.

“Pretend these two 8-pound weights are newborn twins,” commands my fitness instructor as she hoists dumbbells above her head. Between a few huffs and puffs, she ups the ante, adding, “Your baby will want to be held all the time, so get used to it. You have enough time to train those muscles!”

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At This New Gym For Pregnant Women, Moms-To-Be Aren’t Treated Like Invalids

At the first brick and mortar gym for new moms and moms-to-be, students receive instruction on how to exercise their changing bodies–and experience a sense of community.

“Pretend these two 8-pound weights are newborn twins,” commands my fitness instructor as she hoists dumbbells above her head. Between a few huffs and puffs, she ups the ante, adding, “Your baby will want to be held all the time, so get used to it. You have enough time to train those muscles!”

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Porsche surprised coffee drinkers at a cafe with something to really wake them up.

Adweek – November 20, 2017

By David Gianatasio

Recently, a coffee shop in Carson, Calif., began offering customers a mysterious new beverage called E-Jolt, telling them it was so “incredibly powerful,” they’d have to sign a waiver before ordering.

“Waivers for coffee is the hip new thing,” explains a bearded hipster barista in the clip below.

Folks who put pen to paper were whisked outside to sample the product, and they were in for a wild ride. Their hearts raced and they sped around in circles, though this particular hidden-camera stunt wasn’t really selling coffee at all.

Who needs java to rev you up when you’ve got the 680-horsepower Porsche Panamera Turbo S E-Hybrid, which goes from 0 to 60 in 3.2 seconds? It leaves those Starbucks holiday cups in the dust!

Rides took place at the Porsche Experience Center, about two miles from the coffee shop, and the whole scenario was designed to “shake up perceptions of hybrid technology,” Marshall Ross, creative chief at Cramer-Krasselt, the agency behind the stunt, tells AdFreak.

“Hybrid engines are considered ‘good’ technology thanks to their ecological benefits,” Ross says, “but they’re not known for much else. No one thinks hybrids are fun or exhilarating. And those two notions are central to the Porsche brand. The way this car adds a mind-blowing element to what is normally a fairly dull driver experience made us think about what a jolt of caffeine does. It creates a buzz, opens your eyes, wakes you up.”

The cafe channels the vibe of old commercials set in fancy restaurants, where brands such as Folgers would secretly replace fresh-brewed coffee with instant. Here, Porsche adds a high-octane twist: “We’ve secretly replaced their coffee with a car,” Ross says.

C-K and Porsche have teamed up for inventive work before, including magazine ads featuring holograms and other novel technology. “Innovation is a core brand attribute we want to amplify in communications,” Ross says. “So, we’re always looking for ways to behave innovatively, rather than simply talk about innovations.”

For E-Jolt, the challenge was “to create a situation that would give people a smile because how we demonstrated the car felt fresh and surprising,” he says. “While the hologram may look more ‘techy,’ this was pretty technical from a camera point of view. This was true hidden-camera. The responses were real. There were a ton of cameras to hide to make this work.”

That realism factor actually made C-K “a little nervous” going into the two-day shoot, Ross says, because “the entire success of this project hinged on people taking the plunge,” and the team worried that the adrenalized sales pitch and waiver might dissuade too many folks from ordering. “But nearly everyone did [order an E-Jolt]. The only ones that didn’t either weren’t feeling well, or were creatures of habit.”

In fact, one guy “opted for a baby quiche instead of a ride in a 680-horsepower sports car,” Ross says. “Hope the quiche was good.”

The post Porsche surprised coffee drinkers at a cafe with something to really wake them up. appeared first on Cramer krasselt.

Fox Ex-Worker Says She Was Told Not to Probe Trump-Russia Tie


A former Fox News employee said the network blocked her from going to Moscow to investigate President Donald Trump’s links with Russia, one of several claims of news bias at 21st Century Fox Inc. made by former and current workers opposing its takeover of Sky Plc.

“You can’t do in-depth reporting if you’re not there,” said Jessica Golloher, a former Fox Radio correspondent who is suing the division for gender discrimination, at a gathering with U.K. lawmakers and citizens in Parliament on Monday. “Fox didn’t let me go to Moscow to dig into Trump’s Russian connections, even when I offered to pay my own way.”

“Fox is just buying what the White House is selling,” she said.

Continue reading at AdAge.com

Musical.ly Acquisition: Expensive or Cheap?

AdAge: On Friday, it was reported that Chinese company Bytedance is acquiring social video app Musical.ly for $800 million to $1 billion.

Musical.ly is an app that lets users upload short-form music videos, with reported users ranging from 60 million (TechCrunch) to 200 million (Digiday).

Musical.ly has been on my radar as an up-and-comer with potential for being the next Snapchat or Vine. Ask anyone who knows a tween with a smartphone and chances are, they love Musical.ly.

So the acquisition news is not a surprise, in a space where companies like Facebook often buy or copy their competition.

What caught my attention was the valuation. Musical.ly is not in the same consideration set of Facebook, Instagram, Twitter and YouTube. On the face of it, this acquisition seems expensive, and my first thought was how crazy that price was.

Historical data can provide some context, so I turned to large-scale acquisitions in or near this space over the last decade. Six bubbled to the top:

2006 Google acquires YouTube
2012 Facebook acquires Instagram
2013 Yahoo acquires Tumblr
2014 Facebook acquires WhatsApp
2014 Amazon acquires Twitch
2017 Verizon acquires Yahoo

Media platforms have two main monetization tools to drive revenue. The first is ad-supported. The second is some sort of subscriber model that pays for access to premium content or other features. YouTube, for example, does both. Regardless of model, the metric that matters is active users. Active users at scale equals reach for marketers and significant subscriber revenue opportunities.

So, among other reasons, acquisitions are often done for those active users, and for the potential of what the platform can become. Verizon acquiring Yahoo is a good case study of the former, while Google acquiring YouTube is the latter.

Is Bytedance overpaying? Based on publicly reported data at the time of acquisitions, crunching the numbers yields the following result:

Acquisition Cost Per User

This comparison is inherently a little tricky as it is based on publicly reported numbers. Because Musical.ly’s user numbers vary in the press, our best-case scenario is to look at a range.

Here’s the data table:

Cost per user company acquisition

If Bytedance can scale Musical.ly further and monetize its audience, this may turn out to be quite the acquisition.

I see four takeaways:

1. It matters how much a company pays. Acquisitions of a hot start-up are notoriously tricky and overpaying diminishes ROI potential. See Flickr or Broadcast.com, both acquired by Yahoo.
2. Growth potential is everything. The concept of the platform matters, as does the functionality and strategy behind growth, and the ability for the acquirer to nurture.
3. Monetization via advertising plays a significant role in this ecosystem. Without advertising, revenue growth is more difficult.
4. Users are congregating in a many places other than Facebook, Instagram, Twitter and YouTube. Marketers and media companies have unprecedented opportunities in these spaces.

Originally posted on Adage.

The post Musical.ly Acquisition: Expensive or Cheap? appeared first on Mistress.

Watch the Newest Ads on TV From Toyota, Budweiser, Chevy and More


Every weekday, we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from more than seven million smart TVs. The ads here ran on national TV for the first time over the weekend.

A few highlights: To honor retiring NASCAR racer Dale Earnhardt Jr., both Budweiser and Chevy offer poignant tributeswith the former declaring “Junior, this Bud’s for you” and the latter closing with “Thanks for taking us along, Jr.” A Toyota spot focuses on all the people who have supported speed skater Sugar Todd on her way to the Winter Olympics. And Target promotes its Black Friday Doorbuster sales with a little help from Barbie.

Continue reading at AdAge.com

QDOBA Campaign Goes Live

AgencySpy: Los Angeles independent agency Mistress launched its first work for Qdoba after being named creative agency of record for the brand back this past summer.

The animated manifesto “United by Flavor” delivers a message of unity and diversity, while also highlighting the fast casual chain’s dedication to fresh flavors, centered around the Qdoba Luchadors.

“We live in a world where everyone is different and we love it” the voiceover begins, adding that “some are extra spicy” while “others are mild.” The ad then pivots to a celebration of Qdoba’s fresh guacamole, three cheese queso, in-house pickled jalapeños and fresh fajita veggies.

While the Luchador personification of flavors can be off-putting at times, the spot does connect the brand to a broader message while also acting to celebrate brand differentiating ingredients and approaches.

“Differences and disagreements seem to be at an all-time high today,” Mistress creative partner Scott Harris said in a statement. “Qdoba wants to point out that when we all bring our differences together, it makes for a world richer than if we all stood apart. And, no matter how great all of these differences that set us apart may be, there is something greater that has the power to unite us all – our love for great flavor.”

The spot kicks off a campaign that also includes a social media element, with radio and in-store components coming soon. Further extensions will involve multiple product-specific elements and, according to a press release, “[establish] the brand’s point of view through experiential, social and many other touch points.”

Qdoba Brand Spot

The post QDOBA Campaign Goes Live appeared first on Mistress.

We Are Social’s Monday Mashup #377

Facebook updates Stories with new features
In its latest wave of updates, Facebook has killed off its Messenger Day brand to merge the chat app’s Stories feature with Facebook Stories. Now, Stories shared by users will appear in both apps, and viewing will be synced, so users won’t see a Story as unviewed in one app if they’ve already watched it in the other.

The platform is also allowing users of Facebook Groups and Events to contribute to a collective Facebook Story, visible to the rest of the members and moderated by the admins. These collaborative Stories will work like a private hashtag, so multiple people can add content around a particular event (such as a festival or a wedding) but only those involved can see it. Neither of these updates will go down well with poor old Snapchat, which has been suffering in recent months as Facebook runs a steamroller through its USPs.

Facebook launches new Creator app for influencers
Facebook is trying to win over the influencer crowd with an app built just for them. Its latest app, Creator, will give internet stars a place to create and edit videos, film live, message with followers, and track stats about their videos. The app also connects to Watch, for those influencers with an official show on the social network.

Facebook launches dynamic and lead ads for automotive brands
In recent months, Facebook has crafted ad products for specific industries such as travel and real estate, and now automotive brands can get in on the action. The new dynamic ads will allow manufacturers and dealers to upload new and used vehicle inventory, complete with details including make, model, year and mileage; then Facebook will automatically generate ads that show the most compelling vehicles to the right audiences.

Instagram celebrates the holiday season with Thanksgiving stickers
Instagram is marking Thanksgiving with a new set of stickers, helping US users add a little extra creativity to their posts throughout the holidays – with everything from expressive turkeys and decorative grounds to a pumpkin spice latte.

Snapchat updates give advertisers a more targeted approach
Brands can now target specific audiences on Snapchat based on their age, gender, interests and even the time of day. It’s hoped that the new audience filters will be significantly more useful to advertisers than geofilters, which only enable them to reach users in specific locations.

Snapchat advertisers can now also add Context Cards to Lenses and Filters for free, providing users more information and allowing advertisers to directly track their ROI. This will be supported by the fact that, for the first time ever, users will now be able to swipe up on any snap that includes a Sponsored Lens or Filter to open up the linked website URL, without leaving the platform. In the past, advertisers could only use Sponsored Lenses and Filters to track engagement, but now they will be able to quantify whether those Filters and Lenses actually drove an action.

Twitter extends display names to 50 characters
Twitter has followed its recent expansion to 280 characters by upping another character limit. The social network will now allow users’ display names to run up to 50 characters in length, however user names will still be limited to 15 characters.

The post We Are Social’s Monday Mashup #377 appeared first on We Are Social UK.