An Innovative look at marketing insights and advertising resources. Scroll through the blog posts or search via the blog insight tags on the right. Enjoy the read and feel free to share with others.


An open letter to all film students

Innovative’s Senior Video Editor, Rick Nelson, was recently asked by his alma mater, ‘The Factory,’ to write some advice for their current body of film students. Here’s what he had to say.

An open letter to all film students:

Create. Design. Produce.

Once you think you’ve created enough… do twice as much… then do three times as much.

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Pantone 2016 Color of the Year

For the first time Pantone has chosen two colors to represent the year, and 2016’s are Rose Quartz and Serenity.

Rose Quartz and Serenity

Rose Quartz and Serenity

Or to those outside the design world, baby pink and baby blue. We’ve seen loud, vibrant colors for most of their selections, but this year sees pastel, silvery hues.

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Black Friday: Do Your Homework

With North America’s biggest shopping period rapidly approaching, retailers and their marketers focus on demographies and how to best attract them. Millennials always seem to be at the forefront of these efforts as one of the most desirable consumer groups. Some research provided by Influenster gives us insight into their potential Black Friday behavior. Perhaps surprisingly, many plan to visit an actual store to participate in Black Friday festivities. Of the 93% of millennials that plan to shop over the holiday weekend, only 26% said they would be shopping more on Cyber Monday. The fact that many in this group are physically hitting the stores is also eye-opening considering their digital-heavy lifestyles.

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Even The Smallest Details Matter

If you stop by TheAdvocate.com as part of your daily browsing, you may have noticed something a bit off – the entire site.

The Advocate’s site was inaccessible today, because the domain was not renewed. This small detail caused the entire web presence of The Advocate to be rendered inaccessible.

Fortunately, the publication was able to secure the domain before any trolls were able to hold it hostage, but propagation across the web is still not complete. In some cases, it can take 24-48 hours for a site’s updated status to reach every internet service provider, such as Cox or AT&T.

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Who Wants Stuffing?

Nope, not the Thanksgiving kind. Some TV networks are using a tactic known as ad stuffing to bolster ad revenues, with AMC pushing in an additional 10% of ad inventory into Q2.

Perhaps an effort to safeguard against shrinking viewership, the end result is just more and more ads for viewers, many of whom have grown accustomed to commercial-free environments like Netflix and Amazon Prime Video. On some level, increased ad loads will just drive people even further into the arms of streaming services, contributing to that same viewership decline.

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Sponsored Listening

Users of Pandora’s ad-supported service might soon get the option for an hour of commercial-free music, but there’s a catch.

In an expansion of an existing program, Pandora will give people the option to view an ad in exchange for 60 minutes of ad-free 80s pop, jazz, or whatever you prefer. Users will opt to see a video or other rich-media (a photo gallery, perhaps) ad unit at the beginning of their listening session to get access to an hour free of ad interruptions. Users must interact with the ads for at least 15 seconds to earn this, with Pandora’s end goal being uninterrupted consumer attention for these advertisements. It’s certainly more impactful when the ads are tied to some kind of reward, as standard ad breaks don’t typically offer much in the way of interactivity.

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Put Your Money on Mobile

As you have probably heard, mobile isn’t going away anytime soon. According to Facebook’s latest quarterly report, mobile accounts for 3/4 of its more than $4 billion revenue. With 76 percent of Facebook’s total ad revenue stemming from mobile advertising, the platform is definitely benefiting from the fact that its 1.5 billion users are constantly glued to their mobile devices.

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