Payments as ‘rhyming couplets’: Zelle makes first marketing push
When “venmoing” may be a verb, banks are hoping the ease of the Zelle customer journey will win some hearts and minds. And they’re throwing some money into marketing it to help it along.
Starting this week, Zelle will be featured in digital ads, including banners, audio and video segments, and paid placements on Facebook, Snapchat, Twitter and Instagram. According to Early Warning, the bank-owned consortium that runs the Zelle network, it’s a multi-million dollar investment in getting the name out.
“This is going to be the first time we will actually promote the Zelle product as a category,” said Rose Corvo, chief administrative officer at Early Warning. “The competition is cash and check; we’re helping consumers understand that there’s an alternative that’s fast, safe and easy.”
Sites featuring the Zelle ads will include Hulu, Vevo, Buzzfeed, Vox, Youtube and Pandora. While the ad push will begin as a digital-only effort for the remainder of the year, from January 2018 onwards, Zelle ads will find their way into print media, broadcast, out of home and sponsorships in 14 markets across the U.S. At that time, Zelle will also use a notable spokesperson as its brand ambassador — Hamilton actor Daveed Diggs.
-
In the platforms’ arms race for creators, YouTube Shorts splashes the cash
The platform has lowered the eligibility threshold to earn from its Partner Program, meaning more creators can take advantage of its Shorts rev share deal
-
Brands extend inclusive marketing efforts beyond Black History Month
As more inclusive marketing becomes the norm, brands like IPSY, SiriusXM and Jack Daniels ramp up for Black History Month and beyond.
-
Snapchat’s pitch to advertisers is starting to feel as ephemeral as its content — and its Q4 results prove it
While it may be too soon to count out Snapchat's ads business entirely, rewiring it into something more appealing to advertisers won't be easy — especially when so many marketers aren't advertising much there in the first place.
-
SponsoredHow Jounce Media and Teads are framing SPO’s role in driving business outcomes for brands
As supply chain concerns abound, marketers are increasingly focusing on the main motivators that drive efficiency in their operations, including financial considerations, supply chain transparency and, most recently, environmental concerns. Sustainability has not always been at the forefront of the digital video buying process for the ad industry, but brands like Teads are taking steps […]
-
Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures
Marketers are moving away from a project-based approach to a long-term vision with influencer marketing agencies participating in strategy meetings along with other agencies rather than being an afterthought.
-
Why acquisitions could be the inevitable future for embattled in-game ad companies
As game developers and big tech companies alike realize the revenue-generating power of mobile gaming, they have engaged in a flurry of merger and acquisition activity.
