Fresh Trends in Advertising and Marketing to Notice: Edition Six.

-Braskem Changes Methods to Reduce Plastic Ocean Waste.

Plastic is an integral part of our world, and also has been a growing issue with our oceans as it has created islands of wasted plastic across the globe. Braskem, a plastic company, has been strengthening its efforts to be more socially responsible, creating alternatives in reducing plastic waste in our oceans.

One of very few innovators in this movement, Braskem has made science-based policies to prevent ocean debris. As one of the biggest resin producers, Braskem has strived to innovate plastic for developing advancements in sustainable product use to avoid waste.

Reusing and recycling correctly done on a microscale from people can make a huge impact, and the company is doing their part to promote smaller efforts outside of their company, reinforcing responsible plastic usage.

On a grander scale, they have set a goal aimed towards 100% of plastic packaging be reused, recycled, or recovered by 2040. As of now, they are focused on investing in newer raw materials to be more sustainable. Another focus aimed towards reaching this goal is to partner with as many brands as possible to invest in reusable packaging material for their products.

This solution is already available in the market and has applications in the cosmetics and food industries.
-Examining the Second Cycle of Programmatic Ad Viewing.

2018 was when the first cycle of Programmatic, a new state of the art ad viewability platform, was implemented to outperform direct ads.

Programmatic has improved advertising in both process and efficiency, delivering targeted advertising and reducing ad dollars wasted spend. However, over the last year, results have shown major growth followed by a plateau in the challenges facing it.

In the second cycle of programmatic, companies such as Xandar have invested thousands of hours developing a centralized transparency and consent infrastructure. Programmatic is now in its maturity phase and needs to focus on core areas, such as transparency, control, and content.

Transparency is a relevant topic throughout the advertising ecosystem. Xandar, a significant investor, is continuing to work on policies to improve supply chain transparency. This includes initiatives to amend publishing contracts to enable share sell-side technology fees with buyers.

Opening more dialogue to navigate a robust ecosystem is the key to improving a harsh ecosystem to navigate.

To improve the control factor of Programmatic, proper tools need to be added to the mix to create more views and interaction. The focus for the second cycle needs to continue on building tools that give marketers increased control over their campaigns rather how campaigns have performed. This is a direct response to brands who demand more in-depth insights into the “how” and “why,” which will improve transparency and control.

Simplification is crucial for content creation, the most competitive factor in driving consumers to ads, and the point of sale. The challenge is to win eyes for on screens attention and interaction.

The second cycle of Programmatic will provide less margin for excess buffers, non-transparent behavior, and distrust between brands and their consumers.

Programmatic must capitalize on creative opportunities and consumer value exchanges as they emerge when the right advertising currency develops.

-Brooklyn Winery Aims to Boost Local Economy.

In this era of entrepreneurship, it is critical to think about social impact. Starting a business to be profitable isn’t enough anymore because consumers are becoming more conscious about what brands they associate with. This is why Brian Leventhal, founder of Brooklyn Winery, has made waves by changing the way wine is made to help local farms in upstate New York, an area in need of urgent financial help.

Anyone can start a winery from anywhere in the US. You don’t have to be located in Napa Valley to do so, as most wineries buy grapes from vineyards in that region for production in other states.

Levanthal has made it his mission to expose New Yorkers to local wine by using grapes sourced from the Finger Lakes region of New York.

With Brooklyn Winery supporting upstate farms, the company is able to impact the economy of the region positively. Leventhal made community and social impact the core value of his company’s mission from Brooklyn Winery’s early inception. Nevertheless, he couldn’t have found this success without providing everyday hustling New Yorkers the education of why winemaking can provide real income boosts to an underserved area.

He emphasizes that if you want to find success as a social impact brand, the key is about knowing how to educate your audience. Moreover, the key is to find a problem that your company can solve and find the type of impact that you can make with what resources are available.

Social impact added to your brands business model will always help others, and make you feel good at doing what you are doing to serve good to the world.



“The Zos Knows”

-David Zosel 


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