Snapchat's 3D Lenses Are Officially Open For Business

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Snapchat's 3D Lenses Are Officially Open For Business

Snapchat — A former nonsensical word that has shifted into one of the most common additions to our day-to-day lives since 2011. Targeted primarily towards millennials, Snapchat has become a living, breathing network of ever changing, sporadic communication between people worldwide that acts as a prime vessel for constant disposable content—generating both intense FOMO and furthering our humanistic desire to peer into the lives of others…whether we actually know them or not.  

However, we should all know this by now. The digital marketing takeover has influenced a massive communication culture shift, and Snapchat seized the opportunity to dive headfirst into the pool of new age media. Snapchat currently sees  158+ million users in a single day, with an average user opening the app over 18 times in said day. It should be clear, and we mean crystal clear, that Snapchat is a dominant platform and one that brands should not overlook. Each year, the application finds a way to introduce a new, unique way to reach a wide range of impressions, from Snapchat Stories that remain for 24 hours, to unique facial recognition filters that can either turn you into a lovable strawberry or a demonic spawn of hellfire —to each their own, right?

The big question always remains—what will Snapchat come up with next?

The New snapchat lens

In April of 2017, Snapchat introduced 3D Lenses for the first time. The lens is essentially an object that is 3D and interacts with the environment around you. If you remember the iconic dancing hot dog craze of the summer, that was the source of the excitement. (Raise your hand if you too sneakily had that cute little hot dog dancing on your boss’s head in a meeting. No? Just us?)

via AdAge

via AdAge

It only took a headstrong, confident dancing creation to push the filter forward and really take off, gaining international popularity,  showing yet again the ability of Snapchat and their innovative, out-of-the box ideas (even if it’s just a dancing Weiner.)

Blade runner

It was only a matter of time before monetization, and on September 28th, 2017, Snapchat officially opened up their new augmented, 3D filters to be made and implemented by brands. Snapchat is a popular platform for advertisements as it is able to geo-target it’s consumers. Combine that with a fun, interesting visual effect and you have a powerhouse couple advertisers can only dream of. One of the first advertisements was based on the (then) upcoming Warner Brothers movie, Bladerunner. As you can see, the filter adds an important sense of intrigue, and alongside the ability to interact with the environment no matter where you point the camera, you can create a truly interesting, adaptive advertisement that people will want to actively interact with.

bud light

The second brand followed suit shortly after, and it was Bud Light who chose to create an interactive visual of a street vendor hollering out in Times Square. As you can see, the interaction is easily understood and the vendor serves as a figment of the users real world experience.

To the user, this is a very intriguing source of dynamic, interactive entertainment. To the brand, a very powerful form of advertising. 

For the onlookers watching this user circle around an empty sidewalk laughing—pretty weird.

via Mashable

The bottom lineSnapchat is doing it right.

They continue to serve as a digital media innovator and have crafted their platform in a way that allows for advertisers to easily execute their campaigns.

Don’t expect this to be the last thing to be brought to the table. As our technology advances steadily, augmented reality is becoming less and less like a movie idea and more like the lives we live each day. Companies are forced to adapt to the technology and keep up with the new ways to promote their product. The companies that are able to stay relevant with the major digital media trends are the companies that will find greater success. As our digital platform moguls press forward, brands must find ways to utilize new features, and implement their product any way they can. 

And just for the hell of it, here’s a breakdancing hot dog just one more time.

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Want to talk more about utilizing social media advertising for your business? Lucky for you, Revel does that. Drop us a line and we’d love to chat with you about it. 

hello@reveladvertising.com

 

 

 

 

 

 

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The Age of Advertising Transparency

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The Age of Advertising Transparency

How it took a Scandal for Facebook to Look Inward and Make Some Big Policy Changes


If you think you have just read this post—you’re not crazy.

As of October 29th, Facebook has confirmed three crucial updates to their advertisement transparency campaign. (If only we waited two days to post this first draft!) No matter. That is the nature of advertising, isn’t it? Below is an updated stance on the initial scandal, and how Facebook has integrated their planned changes.


On the surface level, advertising serves the sole purpose to inform potential customers of a product or service in order to encourage a sale. 

However, as the progress of digital marketing inevitably churns forward, some methods of advertising have evolved in tandem with the internet, so much so that they are able to track methods of customization so each user's advertising experience is unique.

Let’s be honest, we all (should) know by now that everything we search is tracked—this is nothing new. What some people are unaware of, however, is the effort to protect users from unethical actions from advertisers and their tracking methods, dubbed “advertising transparency.” Transparency is used to give consumers the opportunity to opt-out of advertisements that they don’t want to see, and to inform users that these practices are taking place so that they may make informed decisions on if they wish to participate.   

So what’s the problem? As of October 23, 2017, there are no laws prohibiting companies from tracking their users and advertising transparency is completely voluntary. The ethical principles of each organization dictate the decision, and when it comes to advertising and the revenue it can generate, ethics can often fall by the wayside. 
 

Muddy Waters

Before we get into the gritty details, this article isn’t about political opinion, it’s about advertising integrity.

The issue of advertising transparency has been prevalent in recent years, however the controversy made it’s way to the public headline due to scrutiny of Facebook’s involvement with the 2016 Presidential Election “scandal.” (As if there was just one!) As a quick refresher, on October 2, 2017, Facebook handed over 3,000 Russian-bought ads that were identified as direct influence attempts on U.S politics. They were deemed malicious due to their exploitative representation of stereotypes that were across-the-board offensive, and they were identifiably linked to the election from their exposure intent.

If you’re wondering how the fake advertisements made their way onto Facebook, below is an illustration of how the producers used both paid and organic traffic to circulate, popularize and profit with their campaign. 

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Politically corrupt advertisements hurt more than just our democratic process, but malicious content serves as a threat to advertising as a whole, and integrity needs to be established. If the authenticity of advertising diminishes from the public-eye, the product being advertised doesn’t stand a chance. 

The good news? Facebook made it clear that they regret allowing their product to be used to divide the American people. After all, the vision Facebook was founded on was to connect us together.

Fortunately, they adopted a proactive approach, and incorporated 3 major changes that have a strong impact on how businesses will choose to advertise online.

1. "View All" Approach

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The first major decision that they incorporated introduces an unheard of level of advertisement transparency in digital media. Starting first as a trial in Canada and then the United States in summer 2018, users will be able to click “View Ads” on any page they view, enabling all of the advertisements on the page to be viewable, regardless of whether or not the particular user is in the targeted demographic for the ad.

Think about it like a light in your room, before its on, you may be able to pick out some objects, however, when you flick the light on, everything is exposed—from your dirty laundry on the floor, all the way to your dog lying comfortably on your bed (a little pissed about the light being on too).

The point is, advertisers will no longer be able to hide their post in the dark corner of the room so that you don’t see it.

Facebook is requiring that all pages be part of this new policy, no matter if it has political background or not, in hopes that advertisers will aim to create a less biased, universally understood advertisement.

So what does this mean for advertisers? Answer: A complete shakeup to the advertisement creation process.

Creators will now have to keep in mind that any advertisement they intend to promote on Facebook will be visible to the entire public that views the page. This means that targeted coupons, discounts or special promotions will have to be available across-the-board, because advertisements will not be hidden from anyone, advertisements must be able to fulfill and successfully get their message out to a broad audience.

Good for advertisement integrity? For sure.

A potential pain in the ass for advertisers? You bet.

2. Political Verification

The next big step targets the corrupt political advertisers directly. Per Facebook Newsroom, thorough documentation will need to be provided from advertisers who want to run election-related ads.  As Facebook intends to rollout these changes by summer 2018 for the United States, this policy will be implemented in time for the United States primaries, and is intended to be used in other countries and jurisdictions shortly after. With the documentation process, advertisers will be asked for identity and verification of both their entity and location.

Once Facebook gives them the OK, those advertisers will have to include a disclosure in their ads that read, “Paid for by…” and when you click the disclosure, you’ll see even more details about the advertisers.

To sum it up, if an advertiser thinks they will be able to slip any politically charged advertisement by without Facebook verification, especially after the scandal that surfaced after the last election, good luck.

3. The Archive

The last policy change is sort of a housekeeping update. Facebook plans to build an archive for federal-election related advertisements to show both current and historical related ads. This archive will be searchable, and will cover a rolling four-year period, (basically to stand a presidential term). Each ad archived will also provide: how much was spent to run the ad, the impressions delivered and the demographic information about who was interacting with the advertisement.

In doing so, Facebook ensures that advertisers maintain consistency, as you will be able to fact-check each advertisement they push, right down to the nitty-gritty of how much they spent on it, and who was really viewing it.

Final Thoughts

Facebook has taken a negative scandal, learned from it and made an incredible effort to correct something that needed correcting by forcing advertisers to maintain higher levels of legitimacy. As a democracy, it is our choice how we handle advertising in the digital age, as it is still new to us all. However, it is crucial to recognize the faults that we have created, and patch them up when necessary —especially when it is our very own politics that are being targeted maliciously.

Advertisement transparency is quintessential for how consumers view the authenticity of advertisers, and plays a crucial role of maintaining a balance of how we promote a product to consumers, and their choice to accept or reject it, if we begin to force things unto people, then our integrity will go down right alongside our reputation


Want to talk more about utilizing social media advertising for your business? Lucky for you, Revel does that. Drop us a line and we’d love to chat with you about it. 

hello@reveladvertising.com

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The Importance of Self-Representation

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The Importance of Self-Representation

We all have that friend that takes every opportunity possible to say, “I don’t judge.” However, it’s not true. If we bring Webster into this, judgement is noted as the ability to make considered decisions or come to sensible conclusions. If we go by that definition, then we’d have to agree that anyone who claims to be “free of judgement” is also free of justification.

If you’re asking yourself, “what does this have to do with my brand’s reputation?” we can back that up. It means that each and every individual that you make an impression on will also come to a conclusion based on how they process your information. The importance of how your brand chooses to represent itself is a vital role in both obtaining clients, and developing business to business relationships.

Goffman’s Theory of Self-Representation

Time to get all sociological on you now. 

Knowing how to build a brand is a process that has has been studied throughout the years, and a notable theory that has come from such studies came from the sociologist Erving Goffman who coined the term, “Dramaturgy.” He uses this word to serve as a metaphor for how we all view our own lives as if it is unfolding in a play, and that we express ourselves in two ways: through the “front stage” and the “back stage.” This theory can be easily expanded into the world of business, as each brand has a unique voice, personality and visual aspect that have them stand-out amongst their market, much like we as humans want to stand-out amongst the crowd.

Front Stage

The idea of self-representation offers up the idea that your brand is the lead in the show. The spotlight won’t be hard to find, and when you’re front and center, you want to crush it. In the spotlight, you want to make a statement to your peers, that will (hopefully) result in them viewing you in the way you intended.  Self-presentation and branding go hand-in-hand and if you want to see it in action, simply log into a social media outlet of your choice and find any social media–driven celebrity. They use social media as a platform for their supporters. Through their front stage visual representation, they create an identity for themselves that would be deemed acceptable to the public eye. This translates to any brand that wants to be viewed in a particular way. By using social media, press releases or any other servant of the public eye, brand’s can tweak their voice, aesthetic or personality to reach the audience that they want to collect. Now the difference between what these celebrities are doing with their “image” and what you should be doing with your “image” are a little different. What they are putting out there may or may not be who they really are. You should undoubtedly be true to your brand’s culture and mission or you can expect that spotlight to turn off. But we’ll cover more of that when we discuss the “back stage” of your brand. 

However, even if a brand has intentions that are overall positive, they can get it horribly wrong. For example, Popchips, an all natural snacking alternative, rolled out an advertisement to try and reflect their “front stage” image of health, happiness and popularity. Instead, this ad was criticized as a body-shaming campaign because of it’s negative spin and lost support as a brand over this slip-up.

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Back Stage

As much as we can play the part and hit every high-note, each actor in the play has their personal beliefs that they don’t show the audience. The “back stage” portion of Goffman’s theory serves as the potential destructive values that our personalities naturally have, and can easily destroy a brand’s image when those natural tendencies leak through our “front stage” presence. 

The “back stage” element serves a vital role as a checks and balance system for brands. Sure, it’s easy for a brand to come out with a commercial that is representative of a social issue such as pay equality, but when that brand fails to be practicing what they preach internally, their image is deemed to not be credible and can be the death of a brand image as a whole. An example of this came from Audi in February of 2017, when they released a moving and positively perceived commercial of a female participating in a male-dominated drag race. The result? She ends up completely dominating. The commercial was backed by their message that Audi of America is “committed to equal pay for equal work.” At their “front stage” surface level, it was a moving and positive advertisement—all until their “back stage” motivations were exposed. Simple research proved that numerous employees had a number of discrimination complaints, forcing Audi to publicly defend themselves which in-turn created a negative impact on their campaign and their credibility. This portion of Goffman’s theory forces brands to be able to reinforce the image they want to create by the image that they have established internally.

If you haven’t seen the commercial, you can check it out here.

The Curtain Call

So what does it take for a brand to accomplish a positive brand image considering both the “front stage” and “back stage” components of this theory? Consistency. A brand that establishes its image and backs it up day-to-day will create a credible, favorable and encouraging identity that will support interaction from their clients, their audience and businesses alike. Like we said, judgement is going to fall on a brand no matter what,  but it’s the audiences’ conclusion that really matters.

The brands that are able to balance these two aspects of their identity will come to find a standing ovation from their receptors. So go-on, take a bow and get ready for the next show.


Looking for branding advice? We’d love to chat with you about. (Really, this is what we geek out over most over here.)

Call us at 417.368.699 or drop us a line at hello@reveladvertising.com

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Revel is Hiring a New Design Intern!

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Revel is Hiring a New Design Intern!

As a graphic design guru, you know the power behind dynamic visual design. Here’s your opportunity to take your creative talent and put all of that schooling to use: Revel, an awesome full-service advertising agency, is looking for a graphic design intern to start this winter through the spring semester. The internship is a paid, part-time position. If you’re extremely talented, motivated and have an impeccable eye for detail, you’re exactly what we’re looking for!


You will work closely with the creative team to create materials for both on- and offline promotions. Revel values our interns for their strong design sensibility and promotes their professional development during the term. Learn to meet daily, weekly, and long-term deadlines in a fast-paced environment:

  • Create graphics and design layouts for print ads, flyers, email newsletters, the Revel blog, and social media accounts
  • Layout pieces based off of previous conceptualized designs
  • Get pieces production ready once approved by the client

Successful candidates will come to the role with:

  • Prior experience creating graphics and a solid grasp on design concepts
  • Comfortable working in the Adobe Creative Suite software
  • Enthusiasm for the design process and attentiveness to different project goals
  • A positive attitude

A graphic design internship at Revel will allow you to develop yourself professionally and creatively. You will learn what it’s like to work in a team-focused environment to impact brands with a holistic approach.



Do you think you’ve got what it takes? To apply, please send your resume and a sample of your design work to intern@reveladvertising.com .

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Get To Know A Reveler: Savannah

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Get To Know A Reveler: Savannah

MEET SAVANNAH MOORE (HOBBY LOBBY REWARDS MEMBER)

Marketing Intern

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Are you a Springfield native, or a Springfield transplant?

I'd consider myself a Springfield native. My roots are in Lebanon, Missouri. However, I grew up spending a lot of my time in Springfield. 

What attracted you to the advertising field?

I love the idea of branding. Crafting how you want others to view your company or self is a very unique and interesting field of work.

What do you love most about your job?

I love being in the know of what’s going on in Springfield, plus, the office environment at Revel is always fun. 

Do you have any office nicknames around the office?

Andrew (a fellow intern), is trying really hard to start “MO” derived from my last name. I’m not the biggest fan of it so I’m sure that will stick…

How would your best friend describe you?

I’d say most of my friends describe me as outgoing and goal-orientated. I could probably talk to a wall so I’m sure they would bring that up as well. I love people, adventure and having a good time. I’m also real goofy sometimes, so I guess it just depends on my mood. 

Tell us a unique fact about yourself that few people would know. 

Well, I love to travel which in hindsight may not be that unique, however, I have been to 5 out of the 7 continents before I was 21 (which I think is pretty neat.) My main goal is see all 7 before I turn 25. I also really love to run, I have ran in 5 different 5K’s and a half marathon, and I’m currently training for another half marathon coming up in November here in Springfield! I have two separate running goals; to run a marathon and to run a 5K in every state. 

What food do you crave most?

French fries in any shape or flavor. Those things are heavenly. 

If you could learn to do anything, what would it be?

I would learn either how to code a website or speak fluent Spanish.

What is your favorite book of all time?

I’m not sure I would qualify this as my favorite book of all time, but the book I’ve just recently read that I’ve applied to my life is,  Settle for More by Megyn Kelly. She’s quite frankly a badass. 

Do you have any special (or strange) talents?

I can pop my nose, and not in the make-believe way where you pretend you’re popping it, when in reality you’re actually thumbing your front teeth to make the noise. I found this out when someone was trying to trick via the “prank way” in middle school. So, I tried it and actually popped my nose. I’m pretty sure he is forever freaked out, but I learned I have a superpower, so I’d say it was a pretty successful day. 

If you had to choose a theme song for your life, what would it be? 

Wow, this is a lot of pressure. Part of me wants to think it would be  a hilarious, sarcastic song when in all honestly it would be something like “I lived” by One Republic. 

If you could meet anyone - living or dead - who would you choose?

I’d love to have dinner with Kelly Ripa. She does it all. She really has a certain charisma about her that I admire. I’d just love to talk with her about how she designed her life. 

The title of your personal autobiography would be

Life Happens

If Revel were an animal, what would it be and why?

A black lab. Trendy, friendly and always in style. 

Leave us with your favorite quote

Whatever you are, be a good one. - Abraham Lincoln 


Do you have a creative question for Savannah that wasn’t covered in our interview? Post it in the comments section below, or send a tweet @revelads and we’ll hit you back with an answer! Don’t forget to check out the other Revelers in our Get to Know a Reveler blog series!

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