Kantar Media Newsroom: What's "dilly dilly"?
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The New Age of Retail
Amazon’s ‘Brickenstok’ ad words in hot water with Germany
Due to a high incidence of counterfeit Birkenstocks sold on Amazon and its affiliate sites, Germany’s earthy sandal company decided to part ways with the ecommerce site a year ago. Now, Germany is suing Amazon for purchasing ad words closely related to Birkenstock, preying on those who may not know how to spell it correctly. As far as Amazon is concerned, “Amazon has not commented on the legal action specifically, but told Reuters, ‘Amazon prohibits the sale of fraudulent products. We work diligently with vendors, sellers and rights owners to detect and prevent fraudulent products reaching our marketplace.’” This pulls an interesting spin on the age-old ad word purchasing trends – and where the line can and should be drawn for those products that aren’t being sold on certain websites.
Amazon’s doing just fine, with or without those shoes
Numbers have come in for 2017 and they are hefty, “The internet giant was responsible for about 44 percent of all U.S. e-commerce sales last year, or about 4 percent of the country's total retail sales figure, according to One Click Retail, an e-commerce analytics provider.” Several elements played a role – from the growing up of the Millennial generation needing more and more “stuff” to the booming popularity of its Alexa home assistant – all of which aided its bottom line. Electronics, household goods were among the top, but luxury goods and pantry items experienced the most increase year-on-year. It remains to be seen if this surge of share is just the beginning or if there is a ceiling involved in a predominantly online only retailer. Its purchase of Whole Foods gives a tiny foothold in brick-and-mortar, but it’s nothing compared to Walmart’s 4000+ stores.
They’re shopping on Amazon, not walking into Sears or Macy’s
And for the inevitable breakdown of the big department store – Sears announced even more closures for 2018, as it shuttered 300 stores last year and will add 103 to the list. Macy’s also broke the news that it will be closing 11 stores, cutting 5,000 jobs this year. This is the time of year popular with announcing closings, as retailers have enough cash from holiday shoppers to go through with costly things like bankruptcies and store closings. In fact, the number of closings in the US is expected to rise 33% for 2018 – and this is after a particularly bad year for store closings in 2017. The trickledown is the implosion of shopping malls, landlords and other merchants who rely on anchor stores to draw crowds.
Sears is also ditching TV
On top of closing retail locations, Sears took a bold move by forgoing costly television advertising in favor of digital for the holiday season. “Sears Holdings Chief Executive Edward Lampert has championed the use of digital marketing over traditional TV and print advertising, arguing that digital is more cost-effective and quantifiable, according to people familiar with the situation. And at first, other Sears executives agreed the company needed to rebalance its marketing to focus more on digital.” Sears’ statement on the matter discussed its reevaluation of its marketing efforts, “This ongoing evaluation has meant we have made significant shifts over the past few years in where we've allocated our resources, including less traditional print and television, and more digital and social channels.” Whether or not this is the beginning of a trend or just a way for Sears save a buck or two, it illustrates the true impact of digital and influencer marketing.
Looking to turn your ad into a meme? Two words: “dilly dilly!”
Very rarely does a brand strike “catchphrase gold” more than once, but Budweiser has a knack for honing in their advertising to tickle the fancies of young sports fans. Remember the bullfrogs? Wassup? Just imagine if social media had been around then! Now, ahead of this year’s Super Bowl, Bud Light has done it again with a simple “dilly dilly!” The ad itself illustrates the straightforward, simple nature of Bud Light beer, poking fun at the fancy craft beer craze that has swept the nation as of late. The phrase went viral for sure, showing up on posters during game day broadcasts, and even into the game itself as Ben Roethlisberger, the Pittsburgh Steelers quarterback, used “dilly dilly” in his play calling. “The ad makers had succeeded in creating a genuine meme, which can’t simply be bought by expanding an advertising budget. Attention in social media is harder to buy than a 30-second spot after a punt. And while memes churn through popular culture at a rapid pace, they are rarely spawned from television advertisements, a medium that has been hit hard by cord-cutting and ad-skipping technology.”
Snapchat forced ad watching on the horizon?
Let’s face it, no one wants to sit through an ad while watching Snap stories of that one friend’s obsession with the bunny filter or the growing number of friends’ dogs during naptime (Millennials are growing up and getting dogs, it’s true). But Snapchat is looking for ways to increase time spent with their paid advertisers, and these young users are seeing an average of less than a second’s worth. “Snapchat's ad sales team is applying pressure on internal executives to approve the new format so the service can appease brands and attract more ad dollars … A publishing partner also confirmed there have been talks with Snapchat about trying the three-second skippable ads.” The problem with as aversion is not unique to Snapchat, with Facebook forcing ad watching to complete auto-play videos and YouTube instituting 5-second delay skips on its platform. Forced ad watching is not going anywhere, regardless of platform, as stakeholders insist on seeing increased revenue.
Good Can Come From All of This
NYT evokes strong emotion with Golden Globes ad
The New York Times, publisher of the bombshell report calling out Harvey Weinstein and his alleged assault behaviors, took time out to produce an ad for the Golden Globes. Its message and impact on the #MeToo movement struck a chord on social media, with viewers calling out the TV ad for its relevance to the awards night atmosphere. The “truth” has been brought into the spotlight time and time again this past year, between “fake news” and the explosion of sexual harassment claims, forcing issues to come to the surface. The general mood at the awards show was that of empowerment and progress, and the ad, which aired early in the evening, summed it up succinctly.
Philip Morris wants to quit smoking
You’ve got to be kidding, right? The giant cigarette corporation wants to move into the non-smoking section? Hopping on the New Year’s resolution bandwagon, “The maker of such cigarette brands as Marlboro, L&M, Parliament and Chesterfield took out full-page ads in several newspapers in the United Kingdom that said its new ambition in 2018 is to build a smoke-free future and eventually stop selling cigarettes. The manifesto, as described on the company’s web site, is to help people quit smoking traditional cigarettes and to one day replace them all with smoke-free alternatives like e-cigarettes and heated tobacco products.” Critics call out the history of companies like Philip Morris misleading the public on the effects of smoking, with the World Health Organization refusing to work with associations that are financially backed by Philip Morris. Regardless of the intent, smoking rates are down dramatically, and if Philip Morris wants to survive, they need to be looking elsewhere, so this is more than likely their attempt at changing their destiny.
Who’s On Top?
– December 25 - January 31, 2017
Getting a head start on those New Year's resolutions
Even as the holidays came to a close, spending on new TV creatives crept up a bit to reach $130 million, as advertisers sought to take advantage of folks at home for the holidays - who were likely also regretting all the extra pounds piled on during the season. Weight Watchers took first place followed by Nutrisystem, with Bowflex rounding out the top 5. Weight Watcher's ad focused on its longtime spokesperson (and future Presidential candidate?) Oprah Winfrey, who welcomed Weight Watchers clients to a Freestyle taco fiesta in the way that only she can.
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