Posts Tagged ‘advertising’

Instagram Pictures Itself Making Money

September 9, 2013  |  All Things Digital  |  No Comments

MENLO PARK, Calif.—When Emily White joined Instagram from parent company Facebook Inc. FB +3.02% in March, her first order of business was to push Chief Executive Kevin Systrom into a room. “For the first two weeks, I locked him into a conference room and I said, ‘This is all about getting the mission on paper,’ ” Ms. White recalled. Two weeks later, Mr. Systrom had boiled down the app’s mission to one lofty, if perhaps hokey, phrase: “to capture and share the world’s moments.” It was a rallying principle that Instagram could now sell to its staff, its users and, just as important, future advertisers. As director of business operations, the 35-year-old Ms. White effectively is the new chief operating officer of Instagram, the point person charged with turning a billion-dollar acquisition that has never made a cent into a real business. Mr. Systrom, co-founder of Instagram, still makes the ultimate decisions, but it is Ms. White who is responsible for courting brand marketers and laying the foundation for advertising. Read the rest of this post on the original site »

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College Football Is Kicking Off With an Unprecedented PSA Blitz

August 19, 2013  |  Media Week  |  No Comments

It’s one thing for futurist Malcolm Gladwell to push for killing off college football because it might damage a player’s brain—he’s a nerdy Canadian, after all. But when pro football Hall of Famer Lem Barney said this summer that America may very well “alleviate football altogether” in the next 10 to 20 years because of its increasing violence, it woke up sports commentators like a whiff of smelling salts. Neurological health is at the heart of why the Big Ten, Big 12 and Pac 12 conferences are set to kick off football season with an unprecedented public service announcement blitz, a campaign involving more than 50 PSAs focused on player safety. The 30-second spots promote establishing safe tackling and blocking techniques in youth-league athletes to protect players from head injuries and other bodily harm throughout their football days. The conferences, along with the National Football League, have teamed up with nonprofit USA Football’s “ Heads Up ” initiative on the project. “This is a national health issue,” said Jim Delany, Big Ten commissioner. “We are trying to take the right, prudent steps to make the game safer. That means the rules committee, the game officials, the coaches, the schools and the television networks all have to collaborate.” ESPN, Fox and networks carrying the Big Ten, Pac 12 and Big 12 games have slotted inventory for the PSAs. Every coach across the three conferences will appear in the commercials, which will run through the Thanksgiving holiday. Appealing to younger players, the Big 12 has produced a separate, special effects-heavy PSA focused on football-related health and directing viewers to a dedicated website. “We opted to go with the style that kids are seeing in cinema and games today,” said Ken Maxwell, who devised the spot as creative director at agency LDWW. “You see the player and virtually go into his brain.” Besides the flurry of PSAs, college football is adding stricter rules that could lead to player ejections for hits that no doubt would have been highlight-reel material in the past. Social media chatter indicates that such changes are already unpopular with fans. Big Ten, Big 12 and Pac 12 reps dismissed the notion that the PSAs are, in part, designed to convince fans to accept the new rules. Bob Dorfman, a sports marketing analyst and creative director at Baker Street Advertising , didn’t totally buy that—particularly in regard to the Big 12 spot

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Mobile Ad Firm Millennial Buys Jumptap

August 14, 2013  |  All Things Digital  |  No Comments

Millennial Media Inc. struck a deal to buy rival mobile advertising service Jumptap Inc. in an deal valued at about $225 million, bulking up its market share against larger and more diversified rivals. The deal lets Millennial combine its database of more than 450 million mobile-device profiles with information gleaned from Jumptap, which boasts more than 100 million unique user profiles. Jumptap says its database includes information about users of mobile devices, including location, as well as desktop computers. Where it has both, it says it is able to let advertisers target the same consumers as they move between those different screens.

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Nielsen Blesses Twitter’s Tale with a New Study: Tweets Really Can Boost Ratings

August 6, 2013  |  All Things Digital  |  No Comments

All that Twittering about TV? It really does boost TV ratings. So says Nielsen, in new study that Twitter executives, among others, will be delighted to see. It’s the first research which conclusively states that an increase in Twitter commentary about a TV show can increase viewership of that same show, as it airs live. That’s a very big deal for Twitter, because it will be seen as validation for a pitch Twitter has been making to TV networks and advertisers for a couple years: Work with us, and we’ll help you get more eyeballs on the stuff you put on TV . And that pitch is more important than ever, as Twitter starts to get very serious about ad money, and an impending IPO.

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YouTube Wants to Hear Your Complaints, So It Can Parody Them

August 3, 2013  |  All Things Digital  |  No Comments

YouTube attracts a billion people a month. And that means that it also generates a lot of complaints, too — some of them from people who put videos on YouTube . The world’s biggest video site is making some moves to appease its partners . But it’s also self-aware enough to know that this will only go so far. Hence this video, starring lots of YouTube talent, which the company debuted Thursday night at VidCon, a YouTube industry conference/fan convention. It comes from the folks at Barely Political, the production group owned by Next New Networks, the video startup YouTube bought a couple years ago. And it went over very well in the room: Thanks to Storyful’s David Clinch for flagging this one for me

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Discovery CEO Zaslav Declares OWN Cash-Flow Positive

July 30, 2013  |  Media Week  |  No Comments

Discovery Communications missed the mark on its fourth-quarter earnings report today, off from analyst predictions by 8 cents (at an opening price of 82 cents a share), and missing predictions for revenue by $10 million.

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Madison Avenue Merger: Omnicom, Publicis Combination To Reshape Industry

July 28, 2013  |  Variety  |  No Comments

Two of the world’s biggest advertising companies said Sunday they would merge, in a maneuver likely to affect big-spending marketers like PepsiCo and Coca-Cola as well as media companies like CBS, News Corp. and Walt Disney who count on ad dollars to help fill their corporate coffers. The two companies, Omnicom Group of New York... Read more

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Publicis, Omnicom Close to Merger Deal

July 27, 2013  |  All Things Digital  |  No Comments

Omnicom Group Inc. and Publicis Groupe SA, the world’s second- and third-biggest advertising companies, respectively, are near a deal to merge, people familiar with the situation said, creating what would be a $30 billion behemoth. If a deal is completed, it would be billed as a merger of equals. The two companies each have a market capitalization of about $16 billion. Omnicom Chief Executive John Wren and Publicis CEO Maurice Levy are expected to be co-CEOs of the combined company, the people said. An announcement could come as early as Sunday, the people said. Read the rest of this post on the original site

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Why Wall Street Should Care About Marketing Data

July 26, 2013  |  All Things Digital  |  No Comments

Image copyright leungchopan Today’s CMOs are making major investments to reach their target audiences across dozens of touchpoints — on their own websites, through search, display advertising and email, and increasingly on social channels and mobile devices. The problem is, most of the technology platforms marketers are using to accomplish this don’t talk to each other. What’s more, many of the groups within the organization running these programs are just as siloed. This means that the things marketers learn about customers in one channel often don’t translate into sound strategy decisions for other channels. I’ll give you an example. Today, if someone clicks on a display ad, reaches a landing page and fills out a form, the CRM or marketing automation system can capture that lead and track that it came from display advertising. What marketers can’t yet do is take advantage of the information exchange in the opposite direction. What if they could use the rich information stored in the CRM system — such as how far along a prospect is in the sales pipeline — to make the display ad creative and messaging more relevant? Marketing executives know they need to get their systems and people to talk to each other. In fact, a new study by Accenture Interactive, “ Turbulence for the CMO ,” reveals that 70 percent of top CMOs think they have five years to fundamentally overhaul their companies’ corporate marketing operating model to achieve competitive success. Big marketing technology companies know this too, and it is why companies like Salesforce, Oracle and Google are duking it out to own the customer data and CRM system. They want to be at the center of the value created by unlocking this marketing data and getting at an integrated view of a prospect or customer. Think about how powerful it would be to serve up personalized Web content based on the ads someone has previously been exposed to, events they’ve attended, or when they’ve most recently engaged with a sales rep, or, to easily target email or display ads to just those people who engaged with a social campaign.

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The Five Best Brand Activations We’ve Seen at Comic-Con

July 19, 2013  |  Media Week  |  No Comments

There's expensive marketing, creative marketing, and then there's Comic-Con, where brands shoot the works on pricey stunts from free food to set recreations to lavish parties. (Ubisoft has a boat for its Assassin's Creed franchise that fired cannons over the water outside the San Diego Convention Center yesterday, briefly resulting in worries that a bomb had gone off.) So, here are the five best gimmicks we've seen so far—gags that go beyond inflatables and exclusive footage. Some simply go for size—like Cartoon Network's several-stories-tall Teen Titans, pictured above—but some are truly inventive. Check out all five here.

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