A new perspective on junk email

Hello Communication Minded friends, another month has gone by and we are pleased to let you hear from our newest guest contributor, Morgan Fitzgerald. Another fellow alum, Morgan graduated in 2012 from UNCW with a degree in Business Administration with a concentration in Marketing, as well as, a minor in Journalism. After moving back to Raleigh to pursue a career in tech support, Morgan realized that being a “techy” wasn’t her forte. Since that revelation, Morgan has moved back to Wilmington to pursue her real interest – marketing.  Today she tells us about her experience as a young professional in the industry of email advertising.

A new perspective on junk email

“SPAM… not the canned meat product, but Spam known as “irrelevant or inappropriate messages sent on the Internet to a large number of recipients.” Spam is what people hear or assume I take part of after listening to my drawn out job description. Spam is one thing that I make a point to avoid, but also deal with everyday.

I recently started a new career in Wilmington around six months ago, that has to do with….You guessed it, Spam.  After filling out one job application after another, I secured a position at Simpleview, a Destination Marketing Solutions company, originally based in Arizona, but with a small office  here in Wilmington. My current title is Email Marketing Associate. When I try to explain to people what I do as an Email Marketing Associate, the first thing they say is, “Oh, so you are the one who sends me Spam.” So I will try to explain my position and let you be the judge of whether or not I am the annoying Spam sender.

Working for a destination marketing company, my clients are primarily Convention and Visitors Bureaus (CVB’s). We provide websites, customer relationship management (CRM) software, and email products for these CVB’s. Once a client has purchased our email services, my co-worker and I conduct trainings of the email platform system that the clients use. Clients learn how to create emails, how to send emails, and how to download templates. If a client is having a specific issue with their email template, I also help redesign the html code so their email will look like what they are envisioning.

If you aren’t familiar with these emails, imagine going to a new city, and receiving a tourist pamphlet of what hotels are nearby or which restaurants are good. Like a pamphlet, these emails help direct you where to go and tell you what is interesting about that particular city.  CVB’s typically send seasonal or monthly newsletter to inform their recipients of upcoming events happening in the city. Their websites and emails are important to check because most of them are non-profit organizations that are genuinely advertising for their city to help local businesses and city profit from tourism.

I will admit, that I myself used to automatically hit delete when receiving those emails in my inbox, but now that I am considered a part of the industry, I have found those emails are actually very helpful; For work they help me analyze the designs and content of our company’s  competitors, and for personal use, I have found such types of emails really are informative for being in a new city.

Regardless of what people say, emails are a part of everyone’s everyday life and will continue to be a part of the everyday normal. You may call it SPAM, but I call it a paycheck.”

Morgan Fitzgerald

Morgan Fitzgerald

LinkedIn

A PSA on Experiential Marketing

What happens when you see an ad on TV? Maybe you glance at it, maybe you half heartedly listen, but more realistically, you’re probably looking at your phone waiting for the commercial to pass. So as you are on your phone, what happens when you click on a link from Twitter, and a pop up ad covers the screen? Without thinking you quickly click “continue to article”. And we all know when trying to watch an online video we wait for the seconds to countdown until we can click “skip ad”.

My point? Despite the attractive audience-reach numbers that are being touted by platforms to lure advertisers, are we really being reached when we can so easily bypass? As we briefly mentioned in the last blog post, we are a generation of cord cutters – no longer confined to traditional media, we live in a world of on-demand, instant streaming, and commercial-free.

The solution? To connect with consumers in a way that forces interaction – a tactic that gives us entertainment, engagement, and (keyword) experience. Although not a new strategy, experiential marketing is quickly growing as a key implement for cleverly devised ad campaigns.

If you are not familiar with experiential marketing, here are some explanations that may help:

Experiential marketing is…

  • “messaging you can touch, feel or view in a physical space”. – Shareen Pathak
  • “what brands do in the world that get people “participating”. – Jeff Benjamin
  • “where a brand can “extend a hand” to touch and engage the consumer. -Michael Ventura
  • “any visual environment, including retail.” – Sabina Teshler

As you can see, experiential marketing doesn’t have a definitive definition; this is due to the breadth of tactics experiential marketing can include. However, to give you the best substantial definition – “Experiential marketing is a cross-media promotional activity, which encourages two-way interaction and direct physical immersion into a brand.”

The words you need to pay attention to are cross-media and immersion. Experiential marketing can dabble into categories such as interactive media, guerilla marketing, event marketing, and sponsorship. Below is a snap shot from Mosaic’s website (an agency that specializes in designing experiential marketing campaigns for brands), that give you an idea of what an experiential marketing strategy could involve.

mosaic

Experiential marketing is not an entirely new concept in the marketing domain. Attack! Marketing says that the book The Experience Economy (1999) explains the importance behind the strategy. The authors of The Experience Economy say industry is more competitive and crowded; therefore, in order for brands to reach people they must provide consumers with experiences that are memorable and engaging. “Goods and services are no longer enough”. This perspective seems to be even more relevant today with technology that allows any brand to reach us directly. Furthermore, a survey from Jack Morton, a global brand experience agency, found that 79 percent of American customers “only advocate brands when [they] have had great personal experiences with them.”

In addition to this, new data shows that 78% of millennials are more inclined to become part of a brand if they have that face-to-face interaction. And as millennials, defined as those who are between the ages of 18-33, begin to dominate in most key demographic groups (somewhere between the ages 18-54), it is important for marketers to grasp how experiential is a growing necessity when targeted consumers demand interaction.

Many marketers agree that experiential marketing has become more visible and accepted over the years because of the technology that allows us to share the experience. Sabina Teshler comments in an Ad Age article, “with social media, it has become possible to justify an investment in an experience knowing that it will pay dividends when people share.” For example, for a Time Warner Experiential Campaign, the company reported 455 PR placements, and as a result of just those few hundred, 1.5 billion impressions were reached.

The ability to share and measure experiential marketing campaigns will allow for new, creative, and most importantly, personable marketing tactics. In fact, the Event Marketing Institute’s EventTrack study showed marketers spent 4.7% more in 2013 on event and experiential marketing than in 2012. So marketing people, to get your creative juices flowing, here are three EXTREMELY different experiential marketing campaigns.

North Face- Never Stop Exploring

In South Korea shoppers were shocked when the floor below them slowly started to disappear, forcing them to hang onto the rock wall “décor”. We love this tactic because of its originality and memorability.

Bud Light- Up for Whatever

It was hard not to escape the ads for Whatever, USA this summer. But in cased you missed it, Anheuser-Busch took over a town and accepted citizen applications from 1,000 people of the millennial demographic. Over three days the accepted citizens partied, watched concerts, met celebrities, and of course drank Bud Light. This event is perhaps one of the biggest, and probably most expensive, experiential marketing campaigns out there. To learn more about the campaign, and its effectiveness read Leah Swartz’s article.

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Borjomi Mineral Water- Piano Vending Machine

At a Jazz Fest in Ukraine attendees could receive free Borjomi Mineral Water— if they played for it. The piano vending machine is a simple, but interactive tactic that leaves you experiencing a WOW factor. Of course, it wouldn’t be complete without the social video used to share the experience.

Devising a experiential tactic that can engage the consumer with physical, or real time, entertainment is essential in getting consumers to positivity associate and identify with your brand. Additionally, by creating events and interactions where the consumer is right in front of your brand ambassadors, it is easy to gather live, quick, and authentic information on consumer behavior – key data, especially for those launching new products or services. For more on benefits and how to measure success read this article.

As budgets for experiential grow, it will be no surprise to see and hear about increasingly noteworthy and out of the box campaigns. The returns on experiential tactics should be a well seen benefit by any brand; experiential campaigns are fueling word of mouth, driving social media feeds, and most importantly, as Converse’s Geoff Cottril recently told Adage, “No advertising campaign will get you the kind of credibility that a meaningful experience will.”

What are some cool experiential marketing campaigns you have seen? Are you a millennial? Do you agree experiential marketing is more effective than traditional marketing messages? Share with us in a comment below.

-Caroline & Savannah

Help UNCW rock its way to a cure

Wilmington area readers, on behalf of our alum, and also for a good cause, we hope that in addition to rocking the vote this year, you might also find time to Rock for a Cure. This evening will be the 8th annual breast cancer benefit hosted by the UNCW Com Department.

Since 2007 the event has raised over $27,000 for New Hanover Regional Medical Center Foundation’s Pink Ribbon Project. These funds have helped raise awareness of breast cancer, assisted women in our area with mammography screening, and have supplied care bags for women who are undergoing cancer treatments.

Starting at 6 pm tonight, the Rock the Cure event will he hosted at the Reel Cafe in downtown Wilmington. There will be live music by the faculty rock band The Schoolboys, a silent auction, and a raffle. From past experience, we know that raffle always dolls out some great prizes. Items include gift baskets and card from local business, and even an iPad Mini. And on the silent auction this year? An autographed basketball by the UNCW Men’s Basketball Coaches, 3 autographed Scotty McCreery CDs, and autographed Josh Turner merchandise.

Don’t miss this opportunity to support a great cause, meet some great people, and have a good time!!!

To find out more about the event, check out the website or their Facebook page. And if you are interested in becoming a donor or a sponsor for next year’s event, contact faculty coordinator Jennifer Chin, jchin@uncw.edu.

-Savannah & Caroline


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Is Rock the Vote rocking young voters?

Whether or not you chose to be politically immersed, technology and social media make it nearly impossible to not be at least slightly literate on current issues. As we scroll through our social feeds we are exposed to a medley of political activity – a campaign ad appears because someone liked a candidate’s page, trending headlines surfaced of what’s happening nearby and nationally, and everyone’s favorite… political rants and comments posted by “friends”.

Yet despite the entertainment value it might add, what the people who post these rants are doing is somewhat applaudable. They have identified with something they care about and are expressing it. However, when it comes to politics, identifying with a view is only part of the equation, acting on it is the other – a problem that particularly plagues young adults, despite our potential influential power. And with midterm elections only three weeks away, Rock the Vote is trying to remind us of the power that lies within our voice and our vote with its “Care like Crazy” campaign and “Turn Out for What” anthem.

Releasing five new ads last week, it seems the organization’s newest strategy of pushing you to the polls is by pushing your buttons. For example, one spot features a business man telling the camera he won’t “let a bunch of kids whining about student loans ruin [his] business.” Another ad features a man saying “of course I’m going to hire women. Who doesn’t? They’re nice to look at.” A similar spot coincides as another man says, “I love women – but they’ll never be as smart as men.” Other than sexism, the ads also identify other topics that often hit viewers close to home, such as, war, the environment, and voting rights. But, the most important aspect of the campaign spots? The impression they leave and the question they ask. The viewer is left knowing the person in the video is more than a portrayal, people who have those views do exist and do vote… so are you?

“These are not your typical political ads,” says Ashley Spillane, President of Rock the Vote. “Young people have tuned traditional political ads out. We’re trying to meet young people where they are and speak about the issues that they care about.”

When it comes to targeting young adults, ages 18-35, Spillane is hitting on two important things regarding harnessing the attention of young people: content – “not your typical political ads” and channel – “trying to meet young people where they are”.

The ads will be broadcast in college towns of the states with the most competitive races – North Carolina, Florida, Michigan, Ohio, and Wisconsin – as well as online via sites such as YouTube and Hulu. A selective but smart move in outlet choice.  Research shows that young people have and are increasingly “cutting the cord”. Computers, tablets, and smart phones offer us outlets in which we have the accessibility to play media whenever and wherever.  Attempts at trying to reach millennials via traditional television commercial can be a wasted resource. A study found that nearly a quarter of adults between 18-34 don’t pay for cable, instead they subscribe to Netflix or Hulu. Furthermore, when it comes to watching online videos, YouTube reaches more 18-34 year olds than any cable network.

Secondly, as Spillane mentions, young people have also tuned out traditional when it comes to content. Typical campaign material such a mail bulletins, CSPAN debates, and talk radio are simply not reaching young voters, and if they are, are not even close to scratching their attention. Even without the motivation of an election, politics can be a hard subject to arouse interest in when public opinion polls show just how disheartened people are about the gridlock in our system.

However, Rock the Vote is taking a different route to get viewers informed. First, it is intertwining its all star cast of celebrities – Lil Jon, Lena Dunham, Sophia Bush, EJ Johnson, and more – with entertaining viral videos that are reaching us on our favorite communication channels. Secondly, the content of these ads are wholeheartedly about issues – and this as John Tierney writes, “is precisely the right way to go about energizing America’s young voters.”

“For Rock the Vote, the challenge is reaching a generation that’s paying attention to politics,” Arnie Seipel of NPR writes, “but is simultaneously repelled by what they see. By removing the politics and focusing on issue-specific voting, perhaps they’ve found a way to address it.”

Motivating millennials to act upon these issues and get to voting stations could easily change our political landscape. Millennials,  estimated at 86 million, make up the nation’s largest voting block – even larger than the Baby Boomer generation. Rather than their number, what’s important about millennials is their diversity, and with that, their potential to greatly swing votes. Half cite themselves as independent – being less concerned with their party affiliation than their parents, and generally being more detached from traditional institutions.

However, despite the impact young adults could make, a new poll done by Harvard’s Institute of Politics estimate that only 23% of young adults plan to vote in the midterm elections. When compared to presidential elections, midterm elections always garner less attention. What is concerning is the lack of awareness of how midterm ballot issues affect citizens everyday life.

According to their website, Rock the Vote says, it believes we need a massive cultural shift in the way people think about voting. Fortunately, the organization which says it strives to inspire political activity through fusing pop culture, politics, and technology, may have found just the way to that.

As a young adult how do you feel about voting? Do you consider yourself an issue voter? Have you seen the online ads on any of your social media channels? Did the issues they covered inspire you to want to vote? What do you care about? What are you turning out for? #TurnOutForWhat

 

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As a reminder, Election Day is November 4th. Caroline and I will both be voting, and we hope you take some interest in doing so as well. In case you don’t know how, have never voted for, or are not aware of who the candidates are, below are some resources to help you get informed:

NC State Board of Elections

As the official elections website, this is the best source for any information regarding voting legality and procedure. For information on how and where to register follow this page. Additionally, the site conveniently has all necessary forms available as pdf downloads, so that you can print and fill them out right at home. If you are new to voting, or have changed your address, and do not know where your polling location is, here is where to go to find your appropriate place.  And while election day is November the 4th, there is always the availability to vote early if you wish to avoid lines or are already confident in your candidate selections. Here is where to go to find out the locations of early voting stations.

NC Voter Guide

Much like the site above, NC Voter Guide also provides information on how and where to register and vote. However, this site is great for its feature that allows it to generate a sample ballot based on your location. From there the feature allows you to compare candidate platforms side by side of all the persons running in each race. This is a great tool to get informed not only about candidates running for state wide positions, but for candidates that are directly associated with your county and area.

For more information on particular political parties, the links for every political party in North Carolina are listed below:

North Carolina Democratic Party

North Carolina Republican Party

Independent American Party of North Carolina

Libertarian Party of North Carolina

North Carolina Green Party

North Carolina Labor Party

Reform Party of North Carolina

Constitution Party of North Carolina

If you do not live in North Carolina, but wish to find voting resources for your particular state, Rock the Vote provides information on voting times and places for each state.

– Savannah Valade and Caroline Robinson

Getting organized: tips for young professionals

Insurance due on the 15th. Client meetings on Tuesday at 2:30 p.m. and Friday at 10:00 a.m. Need to buy a wedding present for this weekend. Call back about doctor’s appointment. Schedule oil change. Email boss back before 4 p.m. today!

Sound familiar? A mere scratch on everyday life – probably more accurately, a mere scratch of thoughts that you had just on your 30 minute lunch break. When it comes to balancing the responsibility and maintenance of your personal, work, and social life, organization is extremely important.  Being organized allows for less stress, more productivity, and better quality work.

If you are still trying to master your balance, which I think all of us are, take a look at these organizational tips Caroline and I use that can help you as you transition into being, and growing, as an independent and young professional.

What Helps Caroline

Calendars Galore

Keeping a calendar is one of the keys to staying organized. I personally use three: a wall calendar, an electronic calendar, and a planner.

A wall calendar is useful because it helps you see the entire month. Plus, it is stationary, so there is no chance of misplacing it. I use my wall calendar to help me plan out appointments or for a quick glimpse of what day of the week matches what date. I also write all-important dates, such as my friends/family birthdays on the day. (It’s how I remember to send birthday cards.) Another great thing about a wall calendar is it is a pretty visual addition to your cubicle, office space, or home.

Although I didn’t use one in college, I have found an electronic calendar works wonders in the working world. I use Apple’s iCalendar, and the best features are you can share calendars with coworkers and sync it with your other electronic devices. Electronic calendars make it easy to color code and divide. For example, in my iCalendar I have four sub-calendars— my blog, my two work schedules, and my personal calendar.

Batteries die, electricity goes out. You won’t always have access to technology, so keeping a hand-written planner is a must. I like the ones that go by week because it helps me focus. I personally use a Moleskin soft cover, weekly notebook diary/planner. I love these because they are slim, flexible and fit into almost any purse or workbag. On one side I fill in appointments and events, on the other I can scribble notes or to-do list.

weekly planner

 

You don’t have to break the budget to find the calendars you want. I buy my planner and wall calendar every year after Christmas at Barnes & Nobles when they have them on sale for 50-75% off. That $20 Moleskin is now an $8 purchase. (Don’t forget to use your parents Barnes and Nobles membership card for an extra percentage off!)

Apps

There are so many useful apps to help you in life, but one I have found particularly useful is called Mint. It is a financial management website that securely imports all your financial information in one place. It is extremely important as a young adult to be able to keep track of your spending, especially if you’re using credit. My favorite part about the FREE app is it automatically separates your spending into categories. You can easily see how much you are spending on what and then create budgets to help you not overspend in certain areas. I have the app on my iPad and every day before I go to sleep I check it and add any cash spending I have done. I have definitely found areas in which I need to cut my spending.

Spreadsheets!

You might think knowing how to navigate Excel is unnecessary, but if you are a freelancer, job hunting or even working more than one job, having simple knowledge of the program can help you stay organized. I use spreadsheets for a number of things: tallying how much money I make and how many hours I work, keeping track of what work I am doing and whom I contact. And thanks to a friend’s recommendation, I even have a spreadsheet dedicated to job hunting, it consist of the companies/agencies I have applied to and the answers I have received back.

Although it can be a pain to keep them up, spreadsheets are really there to save your ass. You need to know how much money you make so you can accurately report to the IRS. You need to be able to tell your client or boss how much time you spend on a project. Having those spreadsheets will make all of that so much easier.

Lists

Now I know this isn’t for everyone, but one thing that helps me be productive are to-do list. They will help you focus, prioritize, and feel accomplished. There is nothing better than crossing off the last item. I am notorious for going to the grocery store and spending 20 minutes looking at something I don’t need. Having a list will help you get in and get out fast, as well as make sure you are grabbing everything you need to make tonight’s dinner.

What Helps Savannah

The college experience is different for everyone – more than just socially and obviously educationally, but financially as well. Some students are fortunate to have full parental aid, some gradually become more independent, and others are immersed in full financial responsibility from the beginning. I was one of the latter and learned early on the art of juggling my school schedule, my work schedule, a social life, and making sure my bills were paid. Below are some the tips I regularly use!

Lists

Just as Caroline is, I am a proponent of the to-do list. Each night I make a list of things that need to be completed or started for the next day. This may be a little Type A for some, but I even go further and write down the time I want to start each task, as well as a time allotment for completing such. When I am done, I have a tentative schedule for my day.

I also have a tendency to create lists directly in the text of the file I am working on. When it comes to multifaceted projects, just starting can seem daunting. At the top of the first page of the document, I type out main areas that need addressing. As work on the project continues, either that day, or for the duration, I can easily remove things that have been done and replace them with new areas of concern. I often use red color text or the bold typeface to highlight to myself things that are most important or crucial.

Folders

When I was younger and first got my license, I thought having a car was obviously great. But then I learned a car also meant car payment, car insurance, property tax, and maintenance… not so great. Then in college I found out how great living on my own was. But then I found out that also meant paying rent, utilities, renters insurance, and household maintenance… again, not so great. And while I have always known being sick is not great, I have also learned neither are the bills for health insurance and costs. In short, as you know, or as many of you will be soon fining out, there are numerous things that require monthly attention from us, and sometimes yearly – such as taxes, car inspection and renewals, etc. As a result, here is why I am a fan of the good ole fashion paper folder. While bills can be easily paid online, adult and independent responsibilities often require a little more than just that, but record keeping as well – especially when it comes to taxes, health, and vehicles. I recommend having categorized folders in which each year you can put the necessary records, receipts, or important information.

Furthermore, I am not only a fan of the paper ones in my desk drawer, but the ones on my computer as well. Each semester I created a folder labeled either “Fall”or “Spring” followed by the current year. Then within each, I created a folder for all of my classes that term. Getting an education requires a lot of work, and the work you do shouldn’t get lost or misplaced. Organizing my academic files this way helped me easily recall needed files for class, easily navigate through prior projects I wanted to use for reference,  and aided me in browsing work that I wanted to pull for my professional portfolio.

Use of cloud storage and services

If you are not familiar with the blue screen of death then concerned yourself lucky and immediately knock on some wood. Is there anything worse than having been diligently working on an assignment, or having just crafted the perfect sentence, only to have your document wiped out? Usually through unfortunate circumstances we learn the importance of saving files multiple times and sometimes, multiple places.

So why do I think such cloud devices are so great? First, as I mentioned before, even with all our reliance on technology, it is not always reliable. Saving important files to places other than your hard drive ensures that during technology failure, a dead battery, or whatever else, that your pieces can still be accessible. With that being said, accessibility is another reason I am a fan of cloud storage. Also long as it has internet access, I can use any computer to access Dropbox or Google Drive to view and edit my files. Furthermore, each of these services also has apps for your phone. I could be running errands, get an email that a draft needs to be approved, and could easily pull up the Dropbox app and immediately have the latest file. Dropbox and Drive are especially great for group collaboration. You don’t have to worry about exchanging multiple emails each time someone works on a document. It is simply one file,  that once one person saves, automatically syncs on all accounts.

De-clutter

I am a big reviser. Going through my computer files it is not unusual to see a series labeled “Proposal notes”, “Proposal draft”,  “Proposal draft 2”, “Proposal Final”, and so on.  Now imagine this for a multitude of assignments, classes, clients, blog posts, etc. Every few weeks I set aside a few minutes to go through my computer and simply delete what I don’t need anymore. While draft work is important in making sure the final is the best it can be, when it comes down to it, the final is the only product that matters, and the only file that is usually worth keeping. Discarding the unnecessary frees space on your hard drive, allows your file organization to be more aesthetic, and prevents you from accidentally sending or exchanging the wrong files.

 

I hope these organization tips have given you an idea on how to better stay on top of work and life so you can fully enjoy it. Since this is a little Type A overboard, I want to point out that what works for me might not work for your style or personality. That’s okay, find a way that works best for you. Do you have any tips on how to stay organized at work and home? Any lifestyle Apps you recommend?

– Caroline Robinson and Savannah Valade

Product placement deal strikes a chord with music industry

It’s hard to imagine where else advertisers could reach consumers when individuals absorb 5,000 ads a day. While some claim this number to be exaggerated, is it really? We are constantly being shown that there is always another outlet into which advertisers can build their exposure into our daily routine. This time, a newly formed power trio has found a way to delve further into our favorite leisurely activity – entertainment.

Universal Music Group, Havas advertising agency, and ad tech company Mirriad have joined together to begin weaving advertising campaigns directly into current, past, and presumably future, streaming music videos in a process that Mirriad calls “native in-video advertising”. The idea – “to leverage the massive popularity of music video streaming to create additional revenue for artists and to open a new avenue for advertisers to reach specific audiences.”

The technology for such advertising allows for superimposition by scanning existing videos for surfaces, such as bare walls, billboards, bus stands, and even empty cups, then branding such assets with the appropriate campaign from the bided advertiser.

For the music industry, this move could be exponential for revenue gains. With the popularity and ease of downloading digital singles rather than buying CDs, music sales have fallen over $3.5 billion in the last decade. As a result, revenue from advertising has become increasingly important for both label and artist.

Advertisers, which thanks to Havas’s clientele include: Coca-Cola, LG, McDonalds, and Ikea, are being motivated to sign up for the service with the promise of faster campaign creation and greater flexibility in terms of targeting fans.

Partnerships between artists and brands have proven to be a beneficial path for all involved. Nielsen found that not only do people notice brands in music videos, but these videos can contribute an average of an 8 point percentage lift in purchase intent and improved perception.

“Audiences like to see brands within content more than they like to be interrupted with advertising around a content they choose to watch,” says Mirriad’s chief executive Mark Popkiewicz.

Music videos are proving to have been a smart route for advertisers to take. Unlike other standard types of video, such as TV and movies, music videos have the ability to go viral. Artists and brands achieve consumption and exposure at the levels that both straight audio and advertising cannot always garner.

However, the current online music video platform often provides the disservice to the advertiser in which the viewer can choose to avoid or skip ads that come before or after the videos. By allowing for integration, Mirriad claims it is providing a solution for such dismissiveness.

Grand Marnier, a spirits brand, has been the first campaign to test the waters of insertion technology. Their ads can be seen in videos for Far East Movement’s “Rocketeer” and Avicii’s “You Make Me”. Below are stills from the music video showing how the ads are subtly included to seem like natural background material.

avicii before

avicii after

Yet there still remains the concern of whether or not this insertion infringes on the “art” of the music video. According to this article, campaigns must be approved by the artist, label, and brand; and only videos from artists who have agreed to participate in the deal will be considered.

What do you think of this new type of product placement? Will it ruin your music video viewing experience? It is no secret the importance in which product placement plays in the film industry, has the transition to music videos just been the next step?

Are you an artist, director, or part of a music label? Do you feel the artistic part of music videos will be intruded on with these placement ads? Let us know in a comment below.

-Savannah Valade