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futurejournalismproject: Blogs Rule, But Brands are Ignoring Them Technorati’s Media’s 2013 Digital Influencer Report is an important read for brand and marketing folk. In it, the authors write that consumers trust blogs more than social networking sites such as Twitter, Facebook and Pinterest. The disconnect here is that brand marketers spend more time and resources on social networks, and vastly more dollars on display advertising, search and video. Via Technorati (PDF): Currently, the bulk of brands’ overall digital spend goes to display advertising, search and video, with spending on social, including influencer outreach, making up only 10 percent of their total digital spend. Within their social budget, more than half goes to Facebook, followed by YouTube and Twitter, with the remaining 11 percent of their social spend going to blogs and influencers… …In short, where brands are spending is not fully aligned with how and where consumers are seeing value and being influenced. This has much to do with an essential hurdle faced by most content creators: a lack of metrics and the fragmentation that leads to their complexity as a purchasable medium. The report’s authors argue that brands need to refocus their earned media strategies on direct engagement with influencers. Image: Detail of digital and social budgets from Technorati’s 2013 Digital Influencer Report (PDF). ..but aren’t blogs losing mind share?

futurejournalismproject:

Blogs Rule, But Brands are Ignoring Them

Technorati’s Media’s 2013 Digital Influencer Report is an important read for brand and marketing folk. In it, the authors write that consumers trust blogs more than social networking sites such as Twitter, Facebook and Pinterest.

The disconnect here is that brand marketers spend more time and resources on social networks, and vastly more dollars on display advertising, search and video.

Via Technorati (PDF):

Currently, the bulk of brands’ overall digital spend goes to display advertising, search and video, with spending on social, including influencer outreach, making up only 10 percent of their total digital spend. Within their social budget, more than half goes to Facebook, followed by YouTube and Twitter, with the remaining 11 percent of their social spend going to blogs and influencers…

…In short, where brands are spending is not fully aligned with how and where consumers are seeing value and being influenced. This has much to do with an essential hurdle faced by most content creators: a lack of metrics and the fragmentation that leads to their complexity as a purchasable medium.

The report’s authors argue that brands need to refocus their earned media strategies on direct engagement with influencers.

Image: Detail of digital and social budgets from Technorati’s 2013 Digital Influencer Report (PDF).

..but aren’t blogs losing mind share?

Posted in social media advertising influencer influence persuasion propaganda public relations pr marketing digital cyber journalism mass media press technorati blogs blogging | 61 notes
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If advertising is meant to be aspirational, these ads [in men’s magazines] are presenting a pretty sad version of what American men can aspire to be. And advertisers aren’t selling this hyper-masculine ideal to just any man: They’re specifically targeting the younger, poorer, less-educated guys in the supermarket aisle. In the latest issue of the journal Sex Roles, a trio of psychologists at the University of Manitoba analyzed the advertising images in a slate of magazines targeted at men, from Fortune to Field and Stream. They counted up the ads that depict men as violent, calloused, tough, dangerous, and sexually aggressive—what the researchers call “hyper-masculine”—then indexed them with the magazine’s target demographics. Hyper-masculine images, the researchers found, are more likely to be sold to adolescents, who find higher “peer group support” for manly-man behaviors. They’re also sold to working-class men, who are “embedded in enduring social and economic structures in which they experience powerlessness and lack of access to resources” like political power, social respect, and wealth, and so turn to more widely accessible measures of masculine worth—like “physical strength and aggression.
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Amanda Hess, Slate. How Men’s Magazines Sell Masculinity to Young, Low-Income Men. (via futurejournalismproject)

..perhaps ads are far more responsible of teaching violence than video games

Posted in education advertising violence macho machismo hypermasculinity | 405 notes
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Molson Canadian new commercial

Canadians is just as flattering to us as the good ole I AM CANADIAN.

Posted in molson canadian commercial ad advertising marketing canada canadians