Mike Petrella’s Post

𝐆𝐨𝐨𝐠𝐥𝐞 𝐝𝐞𝐟𝐞𝐧𝐝𝐬 𝐂𝐚𝐭𝐡𝐚𝐲 𝐚𝐝 𝐚𝐢𝐫𝐞𝐝 𝐨𝐧 𝐂𝐍𝐍 𝐀𝐥𝐚𝐬𝐤𝐚 𝐀𝐢𝐫𝐥𝐢𝐧𝐞𝐬 𝐧𝐞𝐰𝐬 𝐫𝐞𝐩𝐨𝐫𝐭😳 Airline carrier Cathay Pacific has found itself in a difficult position after one of its ads popped up before a YouTube video by CNN, detailing an incident where an Alaska Airlines plane lost a piece of its fuselage mid-flight. The YouTube ad was seen on 7 January by a reader shortly after it was reported that the door plug of a Boeing 737 Max 9 blew out midair during an Alaska Airlines flight. 🫢😱 This unfortunate ad placement, while not uncommon, has resurfaced the ever-present issue of brand safety when it comes to advertising on news stories. The advertising is managed by Google via AdSense, its YouTube monetisation platform. It said that it has since reviewed the video and found that it is not violative of Google's advertiser friendly guidelines. 😓 In a 𝟐𝟎𝟐𝟏 𝐌𝐀𝐆𝐍𝐀 𝐬𝐭𝐮𝐝𝐲, it was found that news perceived as “heavy” isn’t necessarily a bad place for brands to appear adjacent to. The study showed that it can actually 𝐝𝐫𝐢𝐯𝐞 𝐛𝐫𝐚𝐧𝐝 𝐢𝐦𝐩𝐚𝐜𝐭. Brand favorability rose 7% and intent to recommend the brand rose 5% from ads in news perceived as “heavy” or “sad” by participants. Meanwhile, 57% of the study’s respondents also felt that brands should vet the news source before advertising on it. Unfortunately, when it comes to news stories, many brands unintentionally find themselves placed next to the wrong types of news without their knowledge. What do you think? 🤔 #digitalmarketing #paidadvertising #brands ✪✪✪ I am #gladysɴg, a #LBFalumni member, at #SkyHighTower #careerağilityinternational Know me better ➡️ Gladys Ng (GCDF) (Photo credit: Marketing Interactive)

Are you a customer or a product? One trick is to think about whether you're paying for whatever it is that you're using. #retailmedia #captiveaudiences #media #advertising

If you feel like you've been hearing a lot about media networks lately, you're not alone. New media networks are popping up all over the place, capitalizing on the opportunity to bring together customer data and brand or product message to the right person at the right time. Learn more about how United Airlines' new media network takes to the friendly skies, here:

The slippery slope of misplaced ads 👎❌ Imagine pouring your marketing budget down the drain, just because your ad appeared next to the wrong article. That’s exactly what happened to Vueling Airlines when they ran a flight promotion ad within an article discussing climate change 😱 This misstep does more than just miss the mark; it brands the advertiser as THE ENEMY. It's not just about what your ad says, it's about where it sits—get it wrong, and it's a fast track to backlash. What's the takeaway? At Flight Story we always say it’s not just about where the eyes are, but where the minds are… Prioritises consumer ALIGNMENT over visibility. It's about making a meaningful connection rather than just a fleeting impression. Have you come across an ad that seemed entirely out of place? Share your thoughts and experiences below 👇

I dig this... United Airlines is thinking about using first-party data to personalize experiences for its passengers. This decision could take the airline’s ad game to the next level, creating new possibilities for both United, its travelers and brands wanting to reach those travelers. While it “could spark backlash from customers who don’t like the idea of their information being sold,” as Taylor Rains points out in her article for Business Insider, there’s a way to balance data privacy and transparency to maintain customer trust. I value consumer privacy and protection of first party data, but personalization like this can be effective if the balance is right. If it can be used to offer more relevant and timely recommendations, such as flight options, seat preferences, in-flight entertainment including movies and loyalty program perks it can be very powerful... and I'm ALL IN! #Personalization #Travel #Ads #firstpartydata

The slippery slope of misplaced ads 👎❌ Imagine pouring your marketing budget down the drain, just because your ad appeared next to the wrong article. That’s exactly what happened to Vueling Airlines when they ran a flight promotion ad within an article discussing climate change 😱 This misstep does more than just miss the mark; it brands the advertiser as THE ENEMY. It's not just about what your ad says, it's about where it sits—get it wrong, and it's a fast track to backlash. What's the takeaway? At Flight Story we always say it’s not just about where the eyes are, but where the minds are… Prioritises consumer ALIGNMENT over visibility. It's about making a meaningful connection rather than just a fleeting impression. Have you come across an ad that seemed entirely out of place? Share your thoughts and experiences below 👇

Looks like United Airlines has come to a decision on whether or not to use passenger data to sell ads... Airlines are the latest businesses throwing their hats into the (increasingly crowded) #commercemedia ring. Worth noting is that United Airlines's latest venture, (similar to what we've seen from recent commerce media entrants in the financial space), doesn't mean there will be ads in places they didn't exist before, it just means they may feel more relevant. This is thanks to the personalization enabled when a company can take the data they already have about customers, and use that information to create tailored, targeted audiences for advertisers. It stands to reason that virtually any company or industry that has access to consumer eyeballs and first-party customer data is considering how to take a page out of the #retailmedia playbook. We're increasingly seeing financial services and travel companies rebrand and revamp their media offerings accordingly. Any guesses on who might go next?

My ✈️ plane was delayed… So made me look around a little and think 🤔… And make this very raw video too on these thoughts 😂 There so much advertising at Airports and it’s probably the best example of contextual advertising…let’s face it you’ve nowhere to go and the point-of-purchase is met much of a choice either. * But what about those purchase decisions? * Are you swayed by the advertisements you see? * Are you already planning to buy that fragrance, that make up or your favourite ripple? * Is it the same for less considered purchases like snacks and drinks? What do you think? #airport #advertising #contextual #flightdelay

✨ The Secret to Successful Marketing Campaigns: Connection Over Promotion ✨ In today’s fast-paced digital landscape, where consumers are bombarded with countless ads daily, the most successful marketing campaigns are those that connect with their audience on a deeper level. It's all about resonating with an insight that speaks to the heart. A brilliant example of this is the recent British Airways campaign. The billboards featured the awed expressions of travelers, along with subtle portions of the British Airways logo. This approach is a masterclass in creating a powerful connection without overtly promoting the brand. 🛫 So, why does this approach work? 1. Emotional Resonance: Instead of screaming for attention, these billboards capture the genuine emotions of travelers experiencing the magic of flight. They tap into the universal human fascination with travel, creating an emotional connection that transcends mere branding. 2. Storytelling Over Selling: By focusing on the expressions and the joy of the journey, the campaign invites the audience to become part of the narrative. It’s a subtle reminder of the excitement and adventure of air travel, without overtly selling the airline. 3. Creating a Buzz: The subtlety of the logo and the focus on human emotion generated conversations and buzz. People were intrigued, they shared their thoughts online, and this organic word-of-mouth publicity is far more powerful than traditional advertising. 4. Trust and Authenticity: This approach demonstrates a level of trust and respect for the audience’s intelligence. It’s not about pushing a product; it’s about engaging with the audience in a meaningful way, fostering a sense of authenticity and credibility. In a world where consumers are increasingly skeptical of overt advertising, connecting to a core insight and telling a compelling story can create a lasting impact. It’s not about how loudly you can shout your brand’s name; it’s about how deeply you can connect with your audience. Check out the campaign here: #marketing #britishairways #innovativemarketing #insights

The slippery slope of misplaced ads 👎❌ Imagine pouring your marketing budget down the drain, just because your ad appeared next to the wrong article. That’s exactly what happened to Vueling Airlines when they ran a flight promotion ad within an article discussing climate change 😱 This misstep does more than just miss the mark; it brands the advertiser as the enemy. It's not just about what your ad says, it's about where it sits—get it wrong, and it's a fast track to backlash. What's the takeaway? At Flight Story we always say it’s not just about where the eyes are, but where the minds are… Prioritises consumer alignment over visibility. It's about making a meaningful connection rather than just a fleeting impression. Have you come across an ad that seemed entirely out of place? Let me know your thoughts below 👇