Posts Tagged ‘facebook’

Breakthrough Agency of the Year: Venables Bell Is the Next Great Creative Shop

December 5, 2016  |  Media Week  |  No Comments

Cultural relevance can be bittersweet, as Venables Bell & Partners learned in 2016. Just as the agency and client Audi were negotiating to use David Bowie's "Starman" in a Super Bowl ad, the rock icon tragically passed away at 69. Then the independent agency scored a chance to work on Hillary Clinton's presidential campaign, only to see her lose in what founder and chairman Paul Venables calls a "heartbreaking" election. But it was, in all, an astounding 12 months for the San Francisco-based agency, which came into 2016 buoyed by global acclaim for its work on REI's " #OptOutside " Black Friday campaign and then quickly set the stage for a strong year with its "Commander" Super Bowl spot, Audi's tender tale of an aging astronaut who relives his glory days during a night drive with his son. "There were no gimmicks: no dancing Chihuahua, no talking privates, no breakdancing babies," explains Venables. "We did it in our style, which is craft and storytelling. It was an exciting way to start the year." The Big Game appearance marked a high point for a shop whose namesake entered the ad industry in that most humble of roles: Madison Avenue receptionist. Venables says he knew from his first days behind a front desk in Manhattan that he eventually wanted to launch his own agency, and he left his job as a creative director at Goodby Silverstein & Partners in 2001 to do just that. After struggling to stand out in the early years by focusing on every detail of his creative work, Venables had an epiphany: If he could attract and retain the right talent, everything else would eventually fall into place. It paid off. This year, VB&P was one of the few truly independent agencies to consistently generate stellar creative, public attention and critical acclaim. For the eye-catching caliber of the agency's work throughout 2016, Adweek has named VB&P its Breakthrough Agency of the Year, an award honoring shops that have exploded beyond their previous expectations and reached dramatic new heights of creative achievement. The art of good timing In the midst of a 2015 holiday marketing brainstorming session, outdoor retailer REI's head of merchandising had a big idea: "We could never do it, but what if we close on Black Friday?" The rest, as they say, is history. "['#OptOutside'] is the antithesis of a Super Bowl spot," says Venables, adding, "Every single client and/or new business prospect that has come in the door since then basically said, 'We want some of that.'" The agency doubled down on this calendar-centric strategy in 2015 and 2016

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Google Says Faster Mobile Ads Are Boosting Clickthrough Rates Up to 200 Percent

December 2, 2016  |  Media Week  |  No Comments

As tech giants continue their push to speed up load times for advertising and publishers across the mobile web, early numbers from one of them seem to show that faster ads really do work better. According to research released today by Google and Teads, the video tech company, mobile publishers using Google's AMP (Accelerated Mobile Pages) video inventory perform better than those that stick with the traditional mobile web. Results showed publishers using AMP, an open-source Google initiative, saw clickthrough rates increase by 200 percent, completion rates increase by 15 percent and ad performance increase 18 percent. Nearly 100 publishers are now using AMP including Mashable, Rodale, L'Express and Trinity Mirror. In a blog post detailing the findings, Eric Shih, global svp of business development at Teads, said videos by brands and publishers don't just need to be fast, they also should "engage, educate and entertain." "If you've ever waited impatiently for your favorite site to load only to watch an annoying pop-up take over your smartphone screen, you can probably understand why user engagement decreases," Shih wrote.

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Presenting the Hot List—the Year’s Top Magazines, TV and Digital Media

November 28, 2016  |  Media Week  |  No Comments

It was the year that Donald Trump dominated and demonized the media. That magazines built around news and analysis (New York, The New Yorker, Time) made the greatest impact, and produced the most eye-catching covers. That The People v. O.J. Simpson, Stranger Things and Samantha Bee ruled the tube—and that Megyn Kelly found herself on both sides of the news. This was also the year that digital platforms, players, obsessions and innovations—from Snapchat to Pokemon Go to Facebook Live, DJ Khaled to Chrissy Teigen—commanded our attention. Here, we present Adweek's annual Hot List, featuring our editors' picks for the year's top magazines, television and digital media, and the executives and content creators who dictate where the business is and where it's headed. Take Amazon's Jeff Bezos, our 2016 Media Visionary, who not only has changed the way we shop but, via his ownership of The Washington Post, is helping to save journalism in a perilous time of real-vs.-fake news. Here, we also present the winners of our annual Hot List Readers' Choice Poll, which this year generated more than 1.2 million votes at Adweek.com. As ever, all the terrific content being produced out there is made possible by the smartest, most creative leaders in the business—aside from Bezos, individuals like Facebook's Mark Zuckerberg, FX's John Landgraf, and Hearst's David Carey and Michael Clinton. It is on them that we cast praise, and on them that a vibrant, forward-leaning media industry depends. Check out all this year's honorees: Hottest Magazines Media Visionary: Jeff Bezos Magazine Executive Team: Hearst's David Carey and Michael Clinton Magazine Editor: New York's Adam Moss Hottest TV Shows and Networks TV Executive: FX's John Landgraf TV Creator: Full Frontal's Samantha Bee TV News Anchor: Fox News' Megyn Kelly Hottest Digital Brands and Products Digital Executive: Facebook's Mark Zuckerberg Digital Creator: Casey Neistat This story first appeared in the November 28, 2016 issue of Adweek magazine. Click here to subscribe.

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How Disney Maintains a Strong Relationship With Its Millennial Audience

November 21, 2016  |  Media Week  |  No Comments

Disney's brand doesn't want to be a tale as old as time. Thanks to creative thinking, adapting to new technology, and acting from an authentic point-of-view, Disney has been able to keep up with every age group of its fans. "As the audience evolves, we're making sure to lean in and being relevant to where they are," said Andrew Sugerman, evp of content and media with Disney Consumer Products and Interactive Media. At the core of Disney's content creation team is what Sugerman calls "digitologists." "We needed a name for the folks who sit in the intersection of the Disney brand's placement in the cultural zeitgeist with the digital expertise of today," he said. "They create what's authentic to those original platforms and look at what's currently trending to put it through a relevant lens for Disney fans." That's the trick for legacy brands, it seems like, these days. How do you figure out how to stay relevant to a younger audience, like the oft-courted millennials, without seeming totally fake or pandering? For Disney, there's Babble, which is a news and entertainment site aimed at young parents. If you're in the 13- to 34-year-old crowd, then Oh My Disney is for you with quizzes and movie news. Disney LOL is geared around producing content for kids. But that's just the beginning. "We produce over 6,000 pieces of content per month across all of our channels," explained Sugerman. Disney lovers can find Disney content on multiple Facebook, Twitter, YouTube and Snapchat accounts, in addition to messaging platforms and the websites themselves. "When you think about the 80-year legacy of these characters and stories, it's fun to think about how to connect the relevancy of those stories to an audience today," he said

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Mark Zuckerberg Has Admitted That Facebook Has a Problem With Fake News

November 19, 2016  |  Media Week  |  No Comments

Ten days after the U.S. presidential election, Mark Zuckerberg admitted that his company has a problem with proliferating fake stories across the internet. In a Facebook post late on Friday night, the Facebook CEO admitted that fighting fake news on the platform is a problem that's complex "both technically and philosophically"—a stark change in tone after spending the past week defending the platform against accusations that faux reports helped the Republican president-elect Donald Trump win the White House. Although he previously had said the accusations that Facebook was full of fake news were " crazy ," Zuckerberg wrote that the company is now working on several projects to cut down on misinformation. Those projects include improving ways to better detect and classify misinformation, making it easier for users to report fake stories, adding third-party verification and exploring ways to label stories that have been "flagged as false." "The bottom line is: we take misinformation seriously," Zuckerberg wrote. "Our goal is to connect people with the stories they find most meaningful, and we know people want accurate information. We've been working on this problem for a long time, and we take this responsibility seriously. We've made significant progress, but there is more work to be done." Earlier this week, Facebook and Google—which have both faced criticism about fake news since the election —announced plans to cut off advertising revenue to fake news sites on their platforms. On Thursday, U.S

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Facebook Users May Soon See Multiple Products Featured in a Single News Feed Ad

November 15, 2016  |  Media Week  |  No Comments

Ahead of the holiday season, Facebook is testing a different kind of product ad that lets retailers showcase more than one item within the news feed. The two-click process seems to be focused on both brand awareness and direct response. The ads pair a main image or video along with related product images underneath and, if clicked, then bring up a second page with more products. If clicked again, the ad leads to the retailer's website where a consumer can actually buy the product. (The launch comes just weeks after Facebook-owned Instagram began letting more than a dozen retailers focus more specifically on ecommerce by tagging products in photos that then lead to a way to buy items online.) Some retailers like Michael Kors and Lowes have already begun testing the Facebook format this week. However, a Facebook spokesperson said other brands will ramp up their own campaigns later this month and through the holiday season. More could join early next year, with other industries beyond retail possibly added if retailers are pleased with results. According to Michael Kors, which has been using the format along with the rest of its fall campaign, cost per conversion has fallen by 79 percent. Instead of focusing too much on targeting a user with a single product, the goal is to give people enough items that might prompt them to shop more. The ads in some ways seem reminiscent of Google's " showcase shopping " ad format that launched for retailers this summer. Those ads, featured in Google search, aim to connect retailers with potential buyers who might be interested in a product even if their search query isn't quite exact. The formats seem to potentially point to a broader trend toward clustering retail items in a way that brings a number of product listing ads underneath a single main piece of creative. The approach gives users more ideas to consider beyond just the one image they might or might not be interested in. According to Facebook, this approach drives more visual discovery by letting retailers use as many as 50 products to target users.

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You Can Now Manage Accounts on Facebook, Instagram and Facebook Messenger Via One App

November 15, 2016  |  Media Week  |  No Comments

Social media directors for organizations and small-to-medium-sized businesses have evidently had a hard time simultaneously managing accounts for Facebook, Instagram and Facebook Messenger. So much so, in fact, that a number of them have evidently been juggling multiple iPhones to make it all work. To help with this, Facebook is unveiling a feature today called universal inbox to handle communications for all three channels via the Facebook Pages app . "Some people have been flipping through different apps to manage their various presences," remarked Benji Shomair, global head of pages at Facebook. "And other people would actually have multiple phones open." Universal inbox will let marketers more easily take note of comments, reviews and direct messages being authored by consumers on Facebook, Instagram and Facebook Messenger. In addition, page managers can use their cursor to tap a user's profile and see his or her publicly available information, potentially giving businesses more insights on how to interact with the potential customer

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Adobe Buys Programmatic Ad Player TubeMogul for $540 Million

November 10, 2016  |  Media Week  |  No Comments

In a deal to bolster its video offerings for advertisers, Adobe has acquired demand-side platform TubeMogul for $540 million. Programmatic-geared TubeMogul works with brands like Dannon and Quiznos to run digital, mobile and video campaigns by powering the ad-tech pipes in platforms like Facebook and Snapchat. According to Adobe, TubeMogul will get plugged into Adobe Marketing Cloud, the company's tool to help brands manage digital campaigns, primarily in display, social and search. As brands' spending on digital video continues to increase, the addition of TubeMogul will theoretically help Adobe grab bigger digital budgets. The deal is expected to close in the first quarter of 2017. "Adobe and TubeMogul will provide a unified advertising and data management solution that enables brands to precisely identify the right segments and plan, execute and measure paid media across any device," TubeMogul CEO Brett Wilson said in a statement.

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Facebook Made $7 Billion Last Quarter and Now Has 1.79 Billion Monthly Users

November 2, 2016  |  Media Week  |  No Comments

Facebook just can't stop adding friends. The tech giant yet again beat its quarterly earnings expectations, reporting revenue of $7.01 billion and a total monthly active user base of 1.79 billion. According to Facebook, which released its third-quarter earnings today, revenue increased year-over-year by 56 percent, up from $4.5 billion during the third-quarter of 2015. Earnings per share were $1.09, up from $.57 during the same period last year. (Analysts had estimated revenue of $6.92 billion and earnings per share of $.97.) Advertising revenue also skyrocketed to $6.82 billion, up 59 percent from third-quarter 2015. Mobile advertising now represents around 84 percent of total ad revenue, up from 78 percent in the third-quarter of 2015. Daily and monthly active users on mobile both also increased. Mobile DAUs increased 22 percent to 1.09 billion, while monthly DAUs were up 20 percent to 1.66 billion. "We had another good quarter," Facebook CEO Mark Zuckerberg said in a statement. "We're making progress putting video first across our apps and executing our 10 year technology roadmap." Ad revenue from the second quarter of 2016 decreased , falling from $6.24 billion in the second three months of the year.

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Snapchat Beats Instagram and Facebook as the Top Social Platform for Teens

October 14, 2016  |  Media Week  |  No Comments

Snapchat's growth as the preferred social platform for teenagers continues to outpace other social platforms, and it's cutting into Facebook usage. According to investment firm Piper Jaffray's new "Taking Stock With Teens" report, 80 percent of teens use Snapchat at least once a month, up from 74 percent in the fall of 2015. While 79 percent of teenagers said that they use Instagram once a month—an increase from 76 percent one year ago—the photo-sharing app's reach is slightly less than Snapchat. Perhaps more interesting is Snapchat's impact on Facebook, which has fought off reports that teens have fled the social network for cooler platforms in recent years. Piper Jaffray's study now suggests that's true when teenage usage for Facebook is compared to Snapchat. Just 52 percent of respondents in Piper Jaffray's study (which includes 10,000 responses) said that they use Facebook once a month, down from 56 percent in fall 2015. Specifically, younger teens are dropping off of Facebook, while Snapchat and Instagram are neck-and-neck for teens between the ages of 14 and 18. Among 14-year-olds, for example, 80 percent use Instagram once a month, while just less than 80 percent use Snapchat. With Facebook, roughly 30 percent of 14-year-olds use the social network each month, the lowest percentage of all age groups to use the site

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