Wednesday, December 17, 2014

Brands Put In A Precarious Position


Although Capital One never made a conscience decision to run its advertisements before coverage of an unfolding news story about a hostage situation in Australia on CNN.com, it wound up doing so anyway thanks to the automated nature of their digital advertising.   

Preempting an unfolding story about a hostage situation with a credit card advertisement (or any for that matter) certainly doesn't reflect the best intentions of both the advertiser and the media company.  In that moment, obviously, there are more pressing issues than selling viewers on 5% cash back on credit card purchases. 

In the case of television, when coverage on a news story goes wall-to-wall due to its heightened importance, commercial breaks are often delayed or canceled.  However, few media outlets treat their digital channels with the same significance as they do with analog.  Consequently, this carelessness poorly reflects on their advertising partners and the media company who's job it is to report the news.

As always, I'd love to hear your thoughts on this topic and any other interesting marketing-related musings

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