MediAvataar's News Desk

MediAvataar's News Desk

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OkCupid announced that it will be the first leading dating app to develop a dedicated space on profiles for the LGBTQ community to state and share their pronouns.

This new functionality will allow daters to prominently display their pronouns alongside other important personal attributes, so that OkCupid daters can connect and find love as their authentic selves. OkCupid collaborated with GLAAD, a leader in the promotion of LGBTQ acceptance, to ensure this new feature accurately represents and empowers OkCupid daters who want to share their pronouns.

OkCupid has a long history of promoting inclusivity, as the first leading dating app to expand to 13 sexual orientations and 22 gender options. Now, the company continues to foster these meaningful connections by offering a place where daters can share a critical aspect of themselves- their pronouns. It is a natural extension of OkCupid's mission of matching people on what matters to them -- and empowers people them to express their authentic selves.

Melissa Hobley, CMO of OkCupid says, "We're proud that OkCupid is the first leading dating app to empower daters to prominently share their pronouns. The most beautiful, meaningful and rewarding connections are formed when people are able to identify and are celebrated as their authentic selves."

The product feature was designed by OkCupid employee, Rowan Rosenthal, who uses they/them pronouns. Rowan wanted to empower other daters to build meaningful connections on OkCupid in an authentic way.

"One of the main reasons I was drawn to working at OkCupid was because it was one of the few mainstream dating apps that felt more inclusive, and I felt I'd be able to express my own identity fully and openly within the workplace," says Rosenthal. "As a gender non-conforming person, I wanted to ensure the product that I work on everyday empowers the LGBTQIA+ community."

"Everyone should be able to express who they are, in their own words, and to have the opportunity to find romance with someone who respects and appreciates them," said GLAAD Vice President of Programs Zeke Stokes. "By creating a dedicated space for personal pronouns on profiles, OKCupid has taken an important step forward that raises the bar for LGBTQ-inclusion on dating apps."

This profile feature will be available on the app, starting September 10th.

Wednesday, 12 September 2018 00:00

Is resilience a strong brand’s greatest benefit?

This thought was prompted by a comment made by one of our clients. Usually when we talk about the benefits of developing a strong brand we focus on its potential to amplify gains, to sell more or to price higher; but what if the greatest benefit of a strong brand is to help a business survive setbacks?

We all know (or should know) that you cannot just focus on growing penetration in order to grow market share. If all your actions are focused on growing penetration, the chances are that any gains made will be offset by losses as existing customers defect. Whatever brand you manage, be it a packaged goods brand (where people typically switch within a repertoire of acceptable brands), a durable or a service (where no decision is the best decision), the challenge is to minimize churn (and ideally upsell when the opportunity arises).

In this context, a strong brand is an indicator that you are delivering a positive brand experience; one that increases the probability that people will choose your brand next time they make a choice in the category. However, market share often erodes not because you did something wrong, but because someone else did something right. New, disruptive offers may well attract your customers to switch.

In that context, a strong brand can help slow down attrition and give a company time to respond. Even in these days of 24-hour news and social media, it takes time for people to realize that there is a new competitor. If your existing customers are not already looking to switch your insulation comes from people not thinking to check out alternatives.

Existing, satisfied customers are less likely to seek out alternatives. It is not just that they do not think to search for alternatives, it is that they like their existing brand and would be loath to change, it just feels wrong. I get that feeling every time I buy analgesics. I know the store brand is the same stuff as the branded product, but it takes conscious effort to override the instinctive belief that there is something better about the brand. The strength of this influence likely differs by category, but even when it comes to buying a new car, if you had a good experience with the old one it can be tough to consider a different make.

Lastly, a strong brand can confer the benefit of the doubt even when people have a bad experience. As I have noted elsewhere, it is not the experience that really matters but how it is remembered, and a strong brand can help people downplay bad experiences. ‘Oh, I was unlucky’, or, ‘No one else seems to have had the same problem’. How the brand resolves a bad experience can have far more influence on the individual’s reaction, but if the brand’s reputation is good, a positive outcome is more likely.

Data from the BrandZ Top 100 Most Valuable Global Brands ranking demonstrates that strong brands recovered from The Great Recession more quickly than weak ones but the same sort of resilience may help brands all the time. Might resilience be a strong brand’s greatest benefit?

 

Written by Nigel Hollis, Executive Vice President and Chief Global Analyst at Kantar Millward Brown.

Wednesday, 12 September 2018 00:00

LinkedIn Launches Dynamic Ads

Introducing LinkedIn Dynamic Ads in Campaign Manager

Personalized ad creatives at scale - now available for all marketers

As marketers, you know that creating personalized experiences for your audience is more important than ever. Business decision-makers want the buying process to be tailored to them, but delivering these experiences is really hard to do.

Today, we’re excited to announce that LinkedIn Dynamic Ads are now available directly in Campaign Manager. Whether you’re running campaigns on your own via self service, or working with your trusted LinkedIn account team, it’s easier than ever to send personalized ads to every professional in your target audience across LinkedIn’s desktop experience.

Dynamic Ads help you build deeper relationships with your audience by automatically customizing your ad creative with the publicly available information from LinkedIn member profiles. With this added visibility and scale, you can create more memorable experiences with the people that matter most to your business.

LinkedIn Marketing Solutions has now made all key formats available via self service, making it easy for all online marketers — regardless of size — to leverage LinkedIn’s advertising tools, so they can achieve their marketing goals. Dynamic Ads is the final native ad unit to become available on a self service basis.

Advertisers, like Procore Technologies and Vistage, have used Dynamic Ads to tailor campaigns to feature their company, product, service, event and more. As a result, LinkedIn Dynamic Ads have shown up to 2X the click-through rate of traditional display ads.

With LinkedIn Dynamic Ads, you can:

Get closer with your audience

The eye-catching native format delivers a new level of personalization you can only find on LinkedIn. Because the creative is automatically personalized with each member’s profile info, such as their photo, first name, company, and job title, you can capture your audience’s attention in a way that standard display ads can’t.

By showing targeted user profiles next to our brand, Dynamic Ads allow us to send highly-targeted messages, introducing and familiarising our business with our audience. This has resulted in higher engagement and an increase in conversion rates. — Tom Metcalfe, Senior Lead Gen Executive, In Touch Networks

Personalize creative at scale

Personalization is now simpler than ever. Build your creative and write your ad copy once, and LinkedIn takes care of the rest by automatically personalizing your campaign for each person you target. You can add macros — data mapping tools — for even greater customization capabilities. Dynamic Ads also include pre-built templates to streamline your creative, and auto-translation to engage your prospects, no matter what language they speak.

Achieve full funnel marketing objectives

Dynamic Ads work for every stage of the buyer’s journey with different formats to achieve your goals. To drive brand awareness, “follower ads” promote your Company or Showcase page to help you build a community. If you want to drive traffic and website conversions, use “spotlight ads” to highlight a product, service or event.

What’s more, for the first time, you can see how your campaigns are performing and leverage A/B testing to optimize your Dynamic Ads campaigns directly in Campaign Manager.

Dynamic Ads will be available in Campaign Manager for all businesses within the next week.

CxO’s from HotStar, Nazara, Isobar, Zirca, Hyper Collective, Select Direct on the Jury

Digital veteran and CEO of Denstu Aegis Network Performance Group, Vivek Bhargava has been appointed as Chair of the Grand Jury of the upcoming DMA International ECHO Awards’ Asia edition. For the record, the DAN Performance Group, which is part of Dentsu Aegis Network, comprises DAN Consult, iProspect India, SVG Columbus and Merkle Sokrati.

Speaking on the occasion, Vivek Bhargava, CEO – DAN Performance Group said, “There are many awards out there. The ECHO since 1929 exceptionally stands out. Previously Indian entrants were devoid of showcasing great work at global arena due to prohibitive fees. The program will see the best of the best shine as we have stalwarts from the industry who will preside the jury groups. I am looking forward to great work being showcased and the best rewarded for fame in India & globally.”
From across India, nearly 150 brands have sent in the entries for 30+ categories. DMA Asia, the conducting body for the Asian edition of the ECHO awards, has announced the key appointments for the program.

Speaking about the appointment of the Jury Chair, Vatsal Asher - Governor for the International ECHO & CEO, DMAi said, “It is indeed my privilege to be supported by an eminent & experienced Jury chairperson. The local ECHO with its benefits enable the great work done by brands and agencies compete with global campaigns. The ECHO represents the highest standard of marketing effectiveness and the ASIA ECHO is the stepping stone for global greatness.”

Entrants of the 2018 DMA ASIA ECHO can participate via four entry groups namely Sectors, Channel, Craft & Special awards that allow entries to multiple categories. They will also receive deep subsidies, extended deadlines, winners fast track to the final round and a host of market suited specific bouquet of local benefits including round the year learning & networking events.

Winners of international shows as well as shows from India run by the Ad Club (Abby,EMVIE, EFFIE ), Kyoorius, Campaign India Digital Crest, e4M IDMA awards, Afaqs award were entitled to enter at early bird prices & also fast track to R2 at the ASIA ECHO edition improving their chances of winning significantly.
Over 140 senior marketing & advertising professionals have reviewed the campaigns in the screening, scoring & ranking rounds to arrive at the shortlists. The grand jury meets on 12 September at Equus Club, St Regis to review the finalists for the voting of the Grand Prix in each channel of entry and the coveted Diamond Award. These results paly a big role in determining the Client, Marketer & Agency of the year.

The Awards gala for ASIAN edition will be held in Mumbai on 27th September in a Vegas Casino themed Black-Tie awards evening along with the 8th DMA India Annual at the Lalit, Mumbai. The International Edition is scheduled for 8th October at Las Vegas along with &THEN! the DMA Annual Event.

12 Indian content collaborations with partners like Red Chillies Entertainment, Vh1 Supersonic, Comic Con India, Network 18, Scoopwhoop, NDTV, Filmfare and CricBuzz among others will feature new live stream and video highlights programming on Twitter available to advertisers

Twitter is the best place to see what’s happening in the world right now and to talk about it, especially through premium video. Twitter today unveils over 50 premium video content collaborations, bringing hundreds of hours of live stream and video highlights programming, across sports, entertainment and news, to the platform. The announcement expands the premium video content available on Twitter to advertisers in Asia Pacific and builds on extensions of existing global and regional content deals. Red Chillies Entertainment, Vh1 Supersonic, Comic Con India, Network 18, Scoopwhoop, NDTV, Filmfare and CricBuzz are among the 12 Indian partners that Twitter will collaborate with to bring new content to audiences in the country and opportunities for Indian advertisers.

At the TwitterFronts event in Singapore, Twitter executives including Global Vice President of Content Partnerships, Kay Madati and Vice President of Asia Pacific Maya Hari presented the content partnerships to brand and agency partners in the region. They were joined by guest speakers including Christine Fellowes (@ChristiFellowes), Managing Director, NBCUniversal, Avinash Kaul (@avikaul), COO, Network18, Shanna Murady, CCO, FMA Indonesia, CK Lee, VP Of Sports Content, Astro Malaysia, Binda Dey (@bindadey), Head of Marketing, Red Chillies Entertainment, Talina Cruz (@talinacruz), Senior Manager, Digital Marketing & Visual Content, Sony Music, and Serene Lee, Head of Sales, VICE, among others.

“Content is happening now at Twitter, and we have proven through the efficacy of the partnerships we have crafted, that content programming and distribution on Twitter is an essential part of any media company’s audience engagement and content monetization strategies,” said Kay Madati, Global VP of Content Partnerships, Twitter. “Asia Pacific is accelerating growth for Twitter. Our unique and strategic value proposition that positions Twitter as a complement, not competitor to traditional media companies, has delivered great success and we seek to drive forward with more live stream and premium video content partnerships in the region.”

"Video continues to be an important way to stay informed and engaged on Twitter, especially for the younger millennial audience in Asia Pacific,” said Maya Hari, Vice President of Asia Pacific, Twitter. “Building on the success of our premium video content launch at All That Matters last year, we are proud to expand our live stream and video highlights programming that is brand safe and will appeal to the audience and advertisers in APAC. The move strengthens Twitter’s presence and partnerships in the region, sharing with the world what’s happening right now in Asia Pacific and for global audiences to talk about it."

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