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The Highway Advantage: Expanding Your Brand's Reach The Open Road Awaits Your Brand In the realm of advertising, reaching a diverse and expansive audience is key to success. Mobile Highway Advertising on semi-truck trailers offers a unique and powerful solution to unlock new horizons for your brand. Here's how: 1. Unmatched Visibility: Semi-truck trailers travel across highways, covering vast distances and exposing your brand to a diverse range of audiences in urban centers, suburban areas, and beyond. Your message doesn't stay stagnant; it travels where your potential customers are. 2. Targeting High-Traffic Routes: Our strategic approach ensures your brand is showcased on high-traffic routes, maximizing exposure and engagement. From bustling cities to scenic highways, your message accompanies audiences in various environments. 3. Constant Presence: Unlike static billboards, your brand enjoys a constant presence on the move. This dynamic nature creates a lasting impression, making your message more memorable for on-the-go consumers. Why Choose Mobile Highway Advertising? Cost-Effective Reach: Reach a wider audience without breaking the bank. Our platform offers a cost-effective solution compared to traditional advertising channels, providing maximum value for your marketing budget. Versatility: Whether you're promoting a product, service, or an upcoming event, the highway becomes your canvas. Tailor your message to fit the ever-changing backdrop of the open road. Ready to Hit the Road? If you're ready to unlock the highway advantage and revolutionize your brand's visibility, reach out to our team at [email protected] or call (970) 436-0550. We're here to guide you on the exciting journey ahead. Stay tuned for our next newsletter, where we'll explore how targeted impact can elevate your brand through Mobile Highway Advertising. Best regards, Dan Kost Mobile Hwy Advertising Media Network www.MobileHwyAds.com

Do you ever wonder why Coca-Cola still spends millions on advertising? 94% of the world's population recognizes the iconic red and white Coca-Cola logo. Almost everyone knows the company, so why do they continue to invest so much in advertising? In his book “How Brands Grow,” Byron Sharp explains that Coca-Cola segments its audience based on how often they drink Coke, targeting light, medium, and heavy users. You might think heavy users drink Coke every day, right? Not really. Half of all Coke buyers only purchase one or two cans or bottles a year. Only a tiny fraction of buyers purchase around the 'average' of 12 times a year. From Coca-Cola’s perspective, a heavy buyer is anyone who buys three or more cans or bottles of Coke a year. So, very light buyers dominate the revenue even for a large brand like Coke. So, why does this matter for smaller brands? 1) Broad Reach Matters: Just like Coca-Cola, small businesses need to keep their brand visible to everyone in their target market – not just their core customers. Regular advertising keeps your brand top-of-mind for light users, who could easily become more frequent customers. 2) Focus on Light Users: Don’t just cater to your biggest fans (who are easily to reach and attract for your business). Light users are an untapped market with immense growth potential. Engaging them can lead to increased sales and a broader customer base, especially as they could easily forget about you. 3) Consistent Presence: Regular, consistent advertising ensures that your brand doesn’t fade away. It’s not just about being known; it’s about being remembered when customers are making their buying decisions. Investing in marketing, even on a smaller scale, helps you stay on top of mind of users. And don’t forget to focus on those light users – they will support your growth.

🏈✨ Super Bowl Ads: A Game-Changer in Marketing Strategy and Social Media Engagement ✨🏈 As the dust settles on another exhilarating Super Bowl, it's not just the sportsmanship that captures our attention but the marketing genius displayed during the ad breaks. Each year, brands leverage this platform to launch advertising that's as anticipated as the game itself. But what sets a Super Bowl ad apart in the digital age? 🌟 Unmatched Visibility 🌟 With millions watching, the Super Bowl offers an unmatched opportunity for brands to shine. The visibility is unparalleled, presenting a unique moment to engage a diverse, captive audience. 💬 Social Media Synergy 💬 The conversation extends far beyond the TV screen, as ads become the talk of social media, amplifying their reach and impact. Successful campaigns harness this power, turning viewers into advocates and participants in a shared digital experience. 🚗 A Case in Point: The Echo of Sustainability 🌿 Consider, for example, a hypothetical ad from a leading electric vehicle (EV) manufacturer. The ad features a stunning visual journey from the bustling city streets to serene, untouched natural landscapes, all while showcasing the vehicle's cutting-edge technology and zero emissions. The message is clear: innovation and sustainability can go hand in hand, driving us towards a cleaner, greener future. This ad stands out not just for its breathtaking cinematography but for its potent message delivered at a time when the world is tuned in. It ignites conversations on social media about sustainability, technology, and the future of transportation, demonstrating the power of Super Bowl ads to not only promote products but also to propel important societal conversations. 🎨 Creativity and Innovation 🌈 The best Super Bowl ads, like our EV example, combine creativity with a powerful message, leaving a lasting impression on the audience. They push the boundaries of advertising, challenging us to think, feel, and sometimes even change our behavior. 🔍 Conclusion 🔍 Super Bowl ads are more than just high-budget commercials; they are a reflection of our culture, innovations, and shared values. They remind us of the power of creative marketing to not only promote products but to inspire change and drive conversations. As marketers, it's our job to capture that lightning in our campaigns, creating content that resonates, engages, and endures. What Super Bowl ads have inspired you in the past? How do you see these creative endeavors shaping the future of advertising? Share your thoughts and let's discuss the power of impactful advertising together. #SuperBowlAds #marketingstrategy #brandawareness #socialmediaengagement #InnovationInAdvertising

WARNING: Not knowing how these 3 successful advertising campaigns shaped the world last year, could cost you your entire marketing plan in 2024! In 2023, I dedicated the year to a meticulous study of diverse ad campaigns across industries, and I’m eager to share my insights. My journey into the intricate world of advertising unveiled three exceptional standouts, each making a profound impact on the industry's landscape. 1️⃣ Barbie Movie: Turning the World Pink! Picture a movie where the color pink takes center stage, creating unparalleled hype. The Barbie movie achieved just that by orchestrating a marketing symphony that left everyone tickled pink. The campaign's strength lay in its reliance on distinctive brand assets, with one poster featuring only Barbie's specific pink hue and release date – a masterstroke of simplicity. Ingenious tie-ups with brands like Crocs and Airbnb turned the world pink, making waves on social media. By leveraging emotions and tapping into the nostalgia associated with Barbie, the campaign forged a strong emotional connection with the audience. The result? A record-breaking opening weekend, making it the highest-grossing movie of the year, and a significant impact on cinema advertising. 2️⃣ McDonald's Grimace Birthday: Nostalgia Takes the Spotlight! The Grimace Birthday campaign transported us back to childhood memories. The multichannel nostalgia extravaganza, featuring a limited-edition purple shake, became a TikTok sensation with over 3 billion views. McDonald's successfully intertwined nostalgia and culture, letting fans shape the celebration in unexpected ways. Grimace's Birthday wasn't just a campaign; it was a social engagement phenomenon, proving the brand's authentic connection with its audience. The addictiveness of the campaign stemmed from its ability to invite fans to participate and make the brand their own, showcasing the power of user-generated content in driving engagement. 3️⃣ Ben Affleck and Dunkin' Donuts: A Perfect Blend! Dunkin' Donuts struck marketing gold by teaming up with the ever-caffeinated Ben Affleck. The campaign brilliantly played on Affleck's love for the brand, creating relatable, authentic, and humorous ads. The Super Bowl commercial marked the beginning of a series, highlighting the power of aligning a brand with a celebrity who genuinely resonates. The media psychology at play here was authenticity and relatability, connecting with the audience on a personal level. The Super Bowl commercial and subsequent ads capitalized on Affleck's existing relationship with Dunkin’. This campaign showcased the magic that happens when authenticity meets star power. In a world of ever-evolving advertising strategies, these campaigns stand out as shining examples of creativity, authenticity, and the ability to capture the hearts and minds of consumers in the digital era. Now, I'm curious! What marketing campaign has inspired you recently? 🚀

Are Super Bowl ads really that much more expensive than traditional ads? Let’s break down the math. 30 second Ad = $7 Million Reach = 100 Million CPM = $70 Let’s compare that CPM (cost/1000 Impressions) with traditional digital advertising channels averages: Meta = $10-$20 YouTube= $5-$20 TikTok = $5-$15 It costs you roughly 2-14x more to reach viewers with your ads during the SB.* So they are in fact a bit more expensive…. But are they still a good deal? You could argue Super Bowl ads are actually a great deal:  - The SB isn't just another advertising opportunity; it's the pinnacle of brand visibility. Appearing in this slot signals a brand's strength and confidence. - The social setting in which SB ads are viewed— with friends and families—increases their impact. Viewers are more likely to discuss and engage with the ads, amplifying their effect beyond the screen. - Unlike digital platforms where ads can be skipped or ignored, SB ads are woven into the fabric of the event. They're anticipated and enjoyed, making them less intrusive and more likely to be watched and remembered. - While expensive, CPMs aren’t disproportionate (of course the up front cost is what isn’t relative). And you could also argue that $7 million deployed is a massive waste and would be better spent on Meta, TT & Google because: -You can't test a SB ad like you can a digital ad. A miss on this large stage that is the SB can be a costly gamble without the possibility of a mid-course correction. (See: UberEats brilliant ad that turned into a PR crisis because it poked a little too much fun at peanut allergies). - The path from viewing a Super Bowl ad to taking action is longer - where with digital ads you're only a click away from taking action. - Digital platforms excel with audience algorithms. The broad reach of the SB cannot match this level of segmentation.  - Digital ads are way more trackable. The impact of SB ads is harder to measure complicating ROI. The SB offers a singular moment for brands to capture the collective attention of millions, embedding their message in a global cultural event. But since I run a digital advertising agency, I am biased in my belief that there are better ways to deploy this spend. If the SB is that prime beachfront real estate — my only hope is businesses are also living below their means. *For transparency sake, numbers are estimates.

Ever wondered what a well-executed advertising campaign looks like? Here are some examples of big brands: >>Client: Red Bull Advertising Principle: Sell the experience, not just the product “Red Bull gives you wings” Campaign: Show extreme sports athletes achieving incredible feats, emphasizing the boost Red Bull provides. 🏄♂️🚴♀️🪂 >>Client: KFC Advertising Principle: Use humor to create a memorable brand image “Finger lickin’ good” Campaign: A series of comedic ads featuring Colonel Sanders in various humorous situations, highlighting the irresistible taste of KFC chicken. 🍗😂 >>Client: Nike Advertising Principle: Inspire through empowerment “Just Do It” Campaign: Show athletes from various backgrounds overcoming challenges and achieving greatness, promoting the idea that anyone can achieve their dreams with determination. 🏅🏃♂️ >>Client: The Coca-Cola Company Advertising Principle: Create an emotional connection “Taste the Feeling” Campaign: Ads featuring people sharing joyful moments and experiences while drinking Coca-Cola, emphasizing the brand’s role in bringing happiness. 🥤😊 >>Client: Dove Advertising Principle: Challenge societal norms and empower consumers “Real Beauty” Campaign: Showcase real women of all shapes, sizes, and ages, promoting self-confidence and redefining beauty standards. 🌸👩🦳👩🦱 >>Client: Snickers/Energy Bar/Cereal Bar/Nougat Produce Line Advertising Principle: Address a common problem humorously “You’re Not You When You’re Hungry” Campaign: Ads featuring celebrities acting out of character due to hunger, with the message that a Snickers bar can restore them to their usual selves. 🍫😋 >>Client: GoPro Advertising Principle: Showcase user-generated content “Be a Hero” Campaign: Feature videos shot by actual GoPro users, demonstrating the versatility and quality of the cameras in capturing amazing moments. 📷🎥 >>Client: Airbnb Advertising Principle: Highlight personal stories and unique experiences “Belong Anywhere” Campaign: Feature stories of hosts and guests from around the world, showcasing the unique and personal experiences that Airbnb provides. 🏡🌍 >>Client: Spotify Advertising Principle: Leverage user data creatively “Thanks 2016, It’s been weird” Campaign: Use humorous and interesting user data insights to create personalized ads that resonate with individual listeners. 🎧😂 These examples illustrate how different brands can effectively use various advertising principles to create impactful and memorable campaigns. 🌟 Are you interested in social media marketing? Connect with me! 🤝💬 #Advertising #Marketing #Branding #RedBull #KFC #Nike #CocaCola #Dove #Snickers #GoPro #Airbnb #Spotify #MarketingStrategies #ContentCreation #CreativeMarketing #DigitalMarketing #Freelancer

Advertising is not complicated. The Ad Industrial complex wants you to think it is. Don't believe it. I'm going to tell you exactly how to do it in nine (not even 10!) steps. It's all you need to know. How to use advertising to drive sales: 1. Reduce your message to a single thing that you want to say. It needs to be true to your brand and it needs to be simple to understand. This part is hard but important. 2. Say that one thing in a way that's unforgettable. You want the most memorable idea you can possibly conjure - it's fine if it's weird, maybe even better. Memorability is the name of the game, if you fail at this, the rest is academic. 3. Spend what you need to spend to bring the idea to life properly. There is no such thing as "non-working dollars." Production value matters, and it affects the way you are perceived. 4. Utilize mass media channels and lots of video: TV/CTV, YouTube, Out of Home and Instagram video. You want your memorable ads seen and talked about. Make it feel big. 5. The only form of targeting you should use is geo-targeting. Ignore all the other targeting bells and whistles; they don't work, reduce your available audience, and add cost. If you don't have enough money to run nationally, do it locally; reduce the number of markets; keep narrowing the aperture until you can afford to run in the right places at the right levels. 6. If you're going to drive demand you need to be prepared capture it. Allocate 30% of your budget on lower funnel channels like search and on-premise. 7. Things to ignore:  a. Engagement metrics - they mean nothing. You are looking to sell things, not coax smiley emojis out of people. b. Negative comments - Everything that's at all noteworthy generates hate mail. Think of something you love - you can bet somebody out there hates it with a passion. If you don't have haters, you don't have fans. c. Attribution: You are not looking to make a sale right this instant, you are looking to be top of mind when a sale is imminent. Don't bother trying to figure out which exact ad caused a customer to buy, it was probably a combination of ads, and a thousand other things that influenced the decision. 8. Things to pay attention to: Sales. That's it. It's the only reason to advertise. (BUT you need to give your advertising a moment to work. Think about how long it takes you to buy something you're meaning to buy. It can take days or weeks or months depending on what it is. Be patient.) 9. Re-invest. If you believe advertising drives sales, then it should be obvious what happens when you stop spending. That's it. Easy. Good luck!

4 things totally mystify me about modern advertising I wonder if we’ve totally lost the plot and forgotten how advertising works. 1)How much data and targeting do we really need? The most incredible thing about the Internet was that it offered the possibility of serving ads to individuals. But that never meant we HAD to. For some reason it’s been assumed that Digital ads need as much data as possible behind them and to be as specific as possible. Coca Cola, or Mastercard or McDonalds are obvious examples of mass market brands that probably don’t need to be surgically inserted to niche audiences. But in all reality most brands are closer to this than we realize, does Sonos or Spotify or Sephora or Swiffer or Subway or Samsonite or Sony or Starbucks have an audience that needs 1,000 data points to build, or is it OK for them to be reasonably broadly targeted? Of course small advertisers need as much data as possible, but 99% of people who work in Advertising , don’t work on tiny advertisers. 2)Do we NEED immediate interaction? The other brilliant thing about the Internet was that it offered the chance of people doing something "with the ad" They could click on it, but If you didn't click on an ad does that mean it failed? If you look around my apartment, or in my garage, I own a ton of stuff which has been influenced by advertising, but I've never clicked on a single ad for the brands I own. Advertising works by getting a tiny tiny tiny chunk of memory in someone’s head. If it doesn't work immediately, it's 99% likely to STILL have been effective 3) Tracking isn't that helpful. Because nobody in their right minds clicks on an ad ( except for a handful of use cases)our obsession with tracking makes no sense. Tracking seems to have 2 purposes A) You can create enormous dashboards of real time activity that appears to show in enormous detail everything that your ad has made happen, and you can optimize ads to appear to me more successful But this doesn't make any sense when most people never click on ads B) Tracking allows you to take credit for success.  Our industry has become obsessed with demonstrating success more than creating success, and therefore we are optimizing media plans and ad placement around how we can best take credit, and nothing else 4) Most data is wrong If you turn off your ad blocker right now and look at the next 30 ads that you are served, it's incredibly obvious the companies know nothing about us that is accurate. The entire industry is predicated around, trying to be as precise as possible. I get ads for aircraft repainting companies, for large scale, agricultural equipment, which are precise but way off. I get ads for medication for elderly women. It's sophisticated but utterly wrong. This isn’t a rant, I just wish we could start making beautiful premium online ads that work, because we’re better able to fight for ads that we know work, but don’t follow the misguided conventions of now

As always, Tom Goodwin has an excellent point about how the obsession with data is masking the true purpose of advertising (https://lnkd.in/etUuzbC3). I think you have five issues here: 1. The Quantification Fallacy - this is the idea that success is measured solely by metrics rather than looking at the bigger picture. I wrote about this last year (https://lnkd.in/eM2r5H4u) but it seems like the world of advertising has fallen into this trap just as much as the US military did in Vietnam; 2. Assuming all data is 'good' when it can actually be bad: working as an analyst in the financial markets, you realise quickly that not all data is good and some is actually harmful if it promotes a false narrative. That is something the advertising industry does not seem to have grasped yet; 3. Inadequate modelling / interpretation of the data: there is so much data out there - and demands for even more coming through - that it cannot all be adequately processed. There are also questions over whether people in the advertising industry have the right skills to do so; 4. Focus on the short-term over the long-term: again from my analyst days, the analysts who did the best and who were the most respected always focused on the long-term story, not in chasing and flip-flopping their messaging in response to short-term newsflow. Yet the advertising industry seems to treat - in many ways - the long-term as an inferior concept; 5. Not stepping back and applying 'common sense': the last two years have been a vast unplanned experiment in showing how the strength of brand advertising works in real life i.e. by enabling companies to push through greater price increases than expected without the expected hit in demand. If your CEO and CFO are saying this, why would you continue to emphasise the primacy of data? Data is a tool, not a strategy. As usual, this is not investment advice. #advertising