3 Super Creative TV Ads That Will Leave You Smiling

Although OAREX operates in the programmatic advertising ecosystem, we have a special love for advertising in general. Especially creative TV ads. The creativity and ingenuity that comes from the agencies and marketing teams never cease to amaze us. While there are a ton of creative TV ads in history, these 3 following ads – two which are airing on TV and streaming outlets as we write this post – struck a funny cord with us.

Enjoy!

#1. The Samsung Galaxy 8: “Do What You Can’t”

This is definitely one of the best active campaigns on the air right now, and perhaps will go down as one of the greatest of all time. A lonely and adventurous ostrich has strayed away from it’s flock and accidentally plucks its face into a Samsung Galaxy 8 Gear VR head set. For the first time, the ostrich (which as you know ostriches can’t fly) experiences what it’s like to be in the clouds. Having fallen into the grips of VR as many people do, the ostrich attempts to fly but lands flat on its face. Without expression by the other ostriches, you can tell they’re laughing at the lone adventurer. With perfect choreography and cinematography to Eric Clapton’s “Rocket Man” that starts after a few seconds, the ostrich sets out to do what it can’t do: fly. Eventually the ostrich is airborne, nailing the theme of the commercial so eloquently – do what you can’t. Very creative, funny, inspiring and motivating, to say the least. Props to the creative team that put this together.

#2. The 2018 Volkswagen Atlas: “Luv Bug”

This is another commercial currently on the air right now, created by Volkswagen’s in-house creative team. It starts off with a blue car rockin’ back and forth that reminds us of the famous Seinfeld episode. Meanwhile Dino “Dean Martin” Crocetti’s “Birds and the Bees” plays in the background. The implication here is obvious – someone is shaggin’ in the car. Next thing you know, the lovely couple has a newborn baby with them, and they’re trading in their blue “luv Bug” for a bigger Volkswagen model, a red Jetta. Then it cuts to the Jetta, parked in the woods, while an owl uncomfortably watches the car shaking again. M0re shaggin’! Back to the dealership, now with a new baby and a slightly older and bigger first child. The family upgrades to a gray Taureg. Then it cuts to a scene where they’re in a cornfield while cows try to look away at the Taureg rockin’ back in forth. By now we know what happens next. The family is going to outgrow their Taureg and will need to upgrade to the Atlas, the biggest car offered by Volkswagen. This time, it’s an entire family – mom, dad, three kids and a dog. The last scene cuts to the Atlas rocking in the woods, but surprisingly, there’s no shagging. It’s ultimately a funny, PG-rated ending that makes the viewer feel like they have a dirty mind. And leaves them with a smile as potentially one of the best creative TV ads ever.

#3. Florida Orange Juice: “Diner”

This is a classic by the agency BBDO ATL, one of the best of the best of creative TV ads. Originally airing in 2012, this remains a favorite of our CEO. It begins with a man sitting at a breakfast diner booth with all the people he’s going to run into for the day. And it appears he is going to have a very bad day. He asks each one individually what’s “on the agenda for today?”, as he takes his first sip of orange juice. A toll booth lady tells him he won’t have any change to pay the toll, not even under the seat (we all can imagine how bad that can turn out!). Then a co-worker dressed in golf gear says he’s going to call in sick. His “girlfriend” says she’ll call crying that he hasn’t announced their relationship is “FB official” yet, and more. With each negative piece of news, he simply response nonchalantly with something positive i.e. “Excellent”. Then at the end, he just expresses gratitude that despite such a shitty day, he’s thankful he drank his orange juice. The acting is tremendous! And despite this being an entire campaign of ads, none of the others come close to how good this one is. Regardless, job well done by BBDO.

AppNexus Tech Consortium Launched With Facebook, Google In Crosshairs

appnexus tech consortium

Last week, AppNexus, LiveRamp and MediaMath (Acxiom) launched a tech consortium to make programmatic advertising targeting people more widely available. The goal of the AppNexus tech consortium is to create a standard framework for demand side ad targeting, that will enable advertisers to access aggregate demographic data contributed by members of the consortium. Other initial members include Index Exchange, LiveIntent, OpenX and the predictive marketing company Rocket Fuel.

Why A Tech Consortium?

According to AppNexus CEO Brian O’Kelley, 48% of all digital advertising dollars go to either Facebook’s ad platform or Google Adwords. This has lead to a duopoly between Google and Facebook, allowing them to easily control what ads are approved/banned and to set price floors per click. This has also caused a strain on the sharing of media, journalism, film and music across the internet. With the aggregate data contributed by the consortium, and a new uniform language and platform to target people through, Facebook and Google may lose their stronghold on the industry.

As nice as it would be to launch a consortium against a duopoly for simple competitive, free-market purposes, this consortium seeks to eliminate the following:

  • With Facebook and Google only, there is a lack of a common omnichannel, people-based identifier for targeting.
  • There is a major inability to coordinate campaigns across platforms, creating hurdles to economies of scale in advertising.
  • There is a lack of inoperability within the mobile web, and
  • A siloing of advertising across channels (i.e. you pick where you want to advertise and run all your campaigns through that platform).

The consortium will solve these problems by enabling people-based advertising across devices, formats and platforms to both buyers and sellers of programmatic advertising. This will include mobile, TV, the Internet of Things (IoT), e-mail, and new emerging channels of programmatic advertising (i.e. hotel TVs, Snapchat). Publishers can increase their monetization by increasing the relevance and ability to address their target audiences, in an allegedly “cookieless” environment.

Benefits of the AppNexus Tech Consortium

The goal is to provide a new avenue for demand side advertisers to effectively target people with advertising in a privacy-conscious manner. So what does this mean for the industry? Some of the expected benefits to major stakeholders of this new change:

  • Publishers can monetize better by driving high-quality cheaper traffic to their sites, increasing the spread between their CPC on the demand side and CPC on the supply side. Overall, pubs can expect a higher RPM, and increased gross margins.
  • Marketers can promote products and services for clients in a more economically efficient manner, increasing sales across the retail and services industries.
  • Internet Users across the internet are hit with more engaging, relevant content.

Other broad-sweeping benefits include:

  • With the aggregation of data from members of the AppNexus tech consortium, demand side advertisers (i.e. publishers and marketers), can expected improved reach through higher precision targeting.
  • This includes being able to link targeting to offline activities such as purchases in stores.

OAREX: A Mountain in a Hurricane

We are anxious to see how this consortium ultimately launches its platform. We’re hoping that it will lead to greater efficiency for pubs and more transparency for advertisers. Greater efficiency for pubs means users get hit with more engaging, relevant content, and transparency for advertisers will increase confidence that their ad dollars are not going to waste.

The industry is rapidly changing, but like a mountain in a hurricane, we stand firm in our mission to bridge the gap between media creators and those who browse the internet. No matter what.

Are you a publisher that needs funding for your digital media campaigns? Find out if you qualify here.

Download Q4 Digital Media Payments Report Here

There is a big push for transparency in the digital advertising market. Media firms (mainly publishers and advertising intermediaries) are demanding more and more disclosure. We agree in the market need for it. So we’ve been piggy backing on that since May, by disclosing payment data.

Ever 3 months we release a digital media payments report. In it we release general payment trends we are noticing and payment performance data on 127 firms. The goal is to shine a light on credit and payment data. Why? So fast growing media companies can avoid the pitfall of trading with a firm that pays late or inconsistently. That one unknown can have very adverse affects on a business. For example, a 9 day shortfall requires 15% more cash on hand, roughly.

So, you want to sign up with a new demand partner (i.e advertising exchange). Ok. What are their terms? Do they pay on time? If not how often are they late? Do they offset their payments if there is a dispute? If so, by how much? How often are the offsets? Why are there offsets?

These are the questions we answer in our free payment report. All we ask for is your e-mail. We think that is a fair trade for our data.

The data is as objective as possible. However when you look at data over time, you see trends. We draw analyses and commentary in our piece with Digiday.

Here’s what we’re reporting on:

  • As a part of our entire portfolio, late payments have steadily declined into Q4, 2018. Late payments as a % of our portfolio peaked in November, 2017.
  • Of the late payments, they got much worse in December, 2018: average wait days jumped to 9, versus 6.5 for all of 2018. And the amount of late payments more than 15 days late doubled.
  • Video platforms are some of the “most consistently late” and latest to pay (in days).
  • Mobile platforms are at the extremes: like video, their pay performance is “late”, but they also pay the earliest and on time (ex-Apple, who pays 26 days early on average).
  • Acquired companies tends to have a decrease in pay performance. That means after they are acquired, their payments tend to become late and or inconsistently paid (as to timing).

For a full report, including payment performance details by company, download here:

Email for Data? We Think That's A Fair Trade.

Lose Your Line of Credit? You’re Safe With OAREX

Recent stories about the financial health of digital advertising companies have swept the industry. Recall the Defy Media bankruptcy and the blow-up of Videology. Defy Media lost their line of credit, and Videology was foreclosed on by their lenders. GroupM, as massive agency, just laid off 3,500 people.

In the general economy, the Federal Reserve has been increasing interest rates. This will to a credit tightening, which basically means money is harder to come by. What does this mean for the industry? Well, the Fed’s moves, coupled with the seemingly widespread poor investments / management in ad-tech, will make money harder to come by for digital media companies.

The signs of credit tightening are evident. Take the Defy Media bankruptcy, mainly a result of their bank pulling their line (i.e tightening credit). And Videology, which was foreclosed on by their lender, for $80 million. OAREX has seen this at a much smaller scale in the SME segment of the market (businesses doing $50k-2M/mo. in ad revenue).

We’ve recently funded deals that were once financed by banks or pseudo banks. These funders are major FDIC insured institutions, or funded by FDIC insured institutions. They take direct credit in their customers (something we do not do). Due to recent events and an overall credit tightening, they were not willing to continue in the deals and fund their customers. They pulled their lines of credit from healthy, growing digital media companies, or they capped their credit limit and stifled their growth.

OAREX does not care about your credit health, or if you operate at a loss. Since we buy your invoices, we only care about your customers credit. Therefore as credit tightens, we can continue to fund digital media companies — especially after your once trusted partner pulls the rug out from under you.

And if you’re monetizing with partners across the ecosystem, it’s important to check their credit and payment history data. We have a tool to help you do that.