Talking Ads for Social Media

The current dominant advertising topic is a new TV measurement method that does not provide any data. People are bickering about comparability. Until then, the data will remain under lock and key, as the monopoly on publication lies with those responsible for measurement. The TV market is watching in the dark. Is all this still in keeping with the times?
 
Conventional measurement methods survey random samples and provide probability data from the masses. Modern measurement methods are based on verifiable actions and statements made by individuals. Welcome to the age of social media advertising and measurement. Instead of periodic probabilities from external panels, in future you will plan on the basis of your own, continuously collected response data. This quantum leap in advertising research requires a quantum leap in advertising design.
 
The first step is to gradually abandon the watering can campaign principle with a handful of advertising themes each year. In their place are many targeted impulse messages. Previously homogeneous target groups are breaking down into small splinter groups with their own values and needs. Technology is turning the user into a selective campaign manager. There are spam filters that can be used to ban unwanted content from the screen: they are called Unbaby.me, Unpolitic.me or Unwhatever.me. Getting caught in spam filters as a brand - an oppressive idea. You shouldn't make fun of users with nonsense.

Instead, show empathy and work on your ability to derive appropriative advertising from patterns of needs and values. Rohit Bhargava presents us with the vodka filter in his book "Personality not Included". You can use it to subject ideas to an initial suitability test in an amazingly simple way in a kind of mental distillation process:

 
1 First of all, ask yourself whether an existing idea is unique. Uniqueness is essential on the way to more attention, recognition and better brand recognition.
 
2 Secondly, check the authenticity. This is achieved when a message is perceived as understandable, comprehensible and credible. With digital media, users can check your promises in real time via search engines and forums. Users forgive mistakes. Cheat packs, on the other hand, end up in the all-time spam filter.
 
3. does your idea have what it takes to become a blockbuster with a ripple effect? A social impact effect is when a message triggers an action that can be perceived by third parties by as many initial recipients as possible. You have the best chance of landing advertising blockbusters with the public with messages that trigger conversations. Occasionally, the big coup that everyone talks about for a short time is always possible. But what if the concept of such recurring social media talk rounds could be systematized? A look at the Snickers and Oreo campaigns shows that it is possible. Various talk techniques are used. Here is a small selection of "talking ads" for inspiration.
 
1. a talking ad to kick things off
You are almost certainly familiar with Snickers' "You are not you when you are hungry" campaign. The original and sustainable concept positions the chocolate bar from Mars as a hunger killer. Snickers has created what I think is an exemplary campaign with a successful mix of classic TV advertising and modern social media talking ads.

 
2. a talking ad for the national holiday
With Oreo cookies, the product is the star. It doesn't get any more authentic than that. The product is two layers of chocolate cookies and a layer of cream. The Oreo talkmasters from Nabisco have dramatized this unspectacular product feature "cream and chocolate" in more than 100 talking ads to date. This talking ad commemorates the storming of the Bastille in 1789 with 37,000 likes, 2,900 comments and 3,837 shares, posted on Facebook to mark the French national holiday.

 
3. a talking ad for your birthday
Topical references with a yo-yo effect unleash hurricane-force storms of talk: with 52,000 likes, over 8,000 shares and 1,000 comments, the Oreo community gave the little panda baby Shin-Shin a warm welcome.

4. a talking ad for the movie premiere
The matching ad talk for the Bond premiere, this time on Twitter, also generated a great response: Bond likes his martini shaken "Some like it shaken". Oreo fans, on the other hand, like their cookies "dunken" (dipped in milk).

5. a Talking Ad for all (emergency) cases
This Facebook ad, posted on January 2 to mark the first working day after the vacations, is full of humor and the energy of 287 calories and 69,000 likes.

6. a talking ad to fill out
Popular and widespread ad talk forms are the so-called "fill in the blank". Users like them because they offer them the opportunity to participate creatively or because their opinions are in demand. For companies, they are a welcome source of information and inspiration. For example, ideas for talking ads can be generated or customer wishes can be subtly queried. This Snickers ad on Facebook generated over 42,000 likes and 6,000 fills in the blank.