Posts Tagged ‘marketing’

Media Storm Signs Eyeview as Exclusive Partner

April 22, 2014  |  Media Week  |  No Comments

Independent media agency Media Storm had made a deal with Eyeview to further personalize its video offerings. Charlie Fiordalis, managing director of digital at Media Storm, said that one of the most difficult problems with online video ads is targeting the campaign to reflect viewer location. Eyeview focuses on these location-based techniques and deciphers not only where the person is, but local trends and the user's audience demographic. Last year, the companies had worked together on about 20 video advertising campaigns—including DaVinci’s Demons, Teen Wolf and Rectify—that included a call to action. These included tune-in requests specifying which channel you’d need to watch in your city. “People in New York see a totally different video that people in L.A. That hits a lot of the core challenges we have for tune-in,” Fiordalis explained. Now, Eyeview’s technology will only be used in conjunction with Media Storm's offerings as part of an end-to-end solution for publisher needs. Other optimizations can include the local time the channel is on and which theaters the movie is playing in. Clients that will benefit from this partnership include Starz , FX , CMT, Al Jazeera , Food Network and MTV . "Media Storm is a great partner not only because they’re a market leader with very top tier tune-in customers, but because our companies are both focused on leading 1-to-1 video and marketing,” said Tal Risenfeld, Eyeview's vp of sales. Fiordalis hopes that within a year, the online video targeting technology can be used in television ad campaigns. “We can use the same creative on television,” he said. “It’s going to move into that and serve across and optimize across all screens at once."

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Allstate’s Marketing Boss Talks Up ‘March Mayhem’

March 25, 2014  |  Media Week  |  No Comments

From the now-ubiquitous Good Hands field goal net program to the increasingly chaotic pratfalls of anarchic pitchman Dean Winters, Allstate’s Pam Hollander, senior director of integrated marketing communications, has developed some of the most highly visible marketing activations in sports. On the first big day of the NCAA Men’s Division I Basketball Championship , the Syracuse alum plots out the Xs and Os of the insurance giant’s busy March. This is Allstate’s third year as an NCAA corporate partner. What kind of activations can we expect to see from you in and around March Madness ? Things are going to evolve with our “March Mayhem” positioning, let’s put it that way. Consumers can expect to hear from Mayhem, especially on this, the day of all days, when the inevitable bracket busting begins. So it’s a full-court press on the TV front?

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Marketing Predictions for Season 18 Cast of Dancing With the Stars

March 17, 2014  |  Media Week  |  No Comments

By David Schwab, Octagon First Call Season 18 of Dancing With the Stars kicks off Monday night with some big changes—most notably, Erin Andrews is the new co-host, replacing Brooke Burke. Like Burke, Andrews is a past competitor—she finished third on Season 10. Andrews has a strong (mostly male) fan base from her days on ESPN and current gig with Fox Sports, so this new role should make her more of a household name with women. She is already busy in the endorsement space, with current and past deals including Reebok, TruBiotics, Diet Mountain Dew and Ticketmaster. It's also worth noting that Burke is still incredibly relevant and popular with brands, especially with her ModernMom.com platform reaching women 25-54. Here's a look at our marketing predictions for the new cast: Drew Carey : Carey has been a TV mainstay for two decades, most recently as the host of The Price Is Right. His endearing humor and nice-guy image will garner him much fanfare and show success. Carey's awareness level among adults 25-54 is twice as much as the average celebrity comedic personality, and DWTS will only increase that. His inspiring 80-pound weight loss over the last few years was a big media draw and gives Carey added relevance in the health and wellness space. As DWTS draws back the curtain on Carey's off-screen life and interests, look for opportunities with brands and organizations in the photography (he is an amateur photographer), health/nutrition and literacy (he is a strong advocate for libraries) spaces. Candace Cameron Bure : Bure played DJ on the ABC show Full House and has made several appearances in television and film since the show ended in 1995. A devout Christian and mother of three, she has written two books about her approach to juggling motherhood; her most recent sparked a minor controversy in regards to her family structure. Still, she will be of interest to wholesome, family-targeted programs, and there are always plenty of mom-driven PR campaigns popping up. Working in her favor is the fanfare surrounding Full House after John Stamos, Bob Saget and Dave Coulier reunited for an Oikos Super Bowl commercial.

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7 Ways Television Marketing Is Big At SXSW

March 11, 2014  |  Media Week  |  No Comments

From experiential activations to free food and actual broadcasts, network and cable TV outlets have left their stamp all over Austin. It is clear that the marketing of television to SXSW attendees is just as important as any other medium. Here are just a few examples. HBO—Game of Thrones HBO is everywhere in Austin. Not only are there Iron Throne pedicabs whizzing around town, but the premium cable channel has teamed up with virtual reality headset manufacturers Oculus Rift in order to give attendees a virtual experience of the show. Oculus Rift & Game of Thrones exhibit at #SXSW lets users experience The Wall http://t.co/XGKraWMmns pic.twitter.com/FlGQUcMzQx — Inside (@inside) March 7, 2014

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President Obama Joins Fox’s Marketing Blitz for Seth MacFarlane’s ‘Cosmos’ Series

March 8, 2014  |  Variety  |  No Comments

A 10-network simulcast. A 10-city premiere screening event with live-streamed Q&A, plus media-tour stops in London, Sydney, Singapore and Mexico City. Extensive outreach to high schools and middle schools. And now President Obama has joined Fox’s marketing blitz for the Seth MacFarlane-spearheaded docu-series “Cosmos: A Spacetime Odyssey.” Obama has recorded a special video introduction to... Read more

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5 Brands That Deserve an Oscar for Marketing

March 4, 2014  |  Variety  |  No Comments

“12 Years a Slave” and “Gravity” may have been the big winners at last night’s Academy Awards, but a handful of brands had their own victory dance. After being plugged during the live  telecast, companies like Samsung, Big Mama’s & Papa’s Pizzeria and Arby’s generated a wealth of social media buzz around the Oscars and... Read more

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How Reddit Became the Internet Mordor For Brands

How Reddit Became the Internet Mordor For Brands

Mordor
March 3, 2014  |  Blog  |  No Comments

Talk NYC is continuing its new contributor series with Rohit Thawani, Digital Strategy Director, TBWA/Chiat/Day LA— I’m a Middle-earth fan. I wish I lived in Rivendell, and knew elves, and went on adventures with Gandalf as my guide. I loved reading about the Valar and Hurin and Fingolfin, the Numenorians and their deception by Sauron. I listen to the Prague Philharmonic’s rendition of the Lord of the Rings Soundtrack on a daily basis.

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You Won’t Believe How Big TV Still Is

March 3, 2014  |  Media Week  |  No Comments

As the upfronts approach and the NewFronts try again to imitate them, expect to hear a lot about the twilight of traditional television with the rise of digital video. But don’t believe it. A new study from Nielsen reveals the depth and breadth of both universes, and comparative viewership numbers aren’t even close. The study, conducted with ad targeting firm Simulmedia , contains plenty of insights, but among the most striking is the size of either industry. Nielsen rarely pulls back the veil on exactly how big the TV and video worlds are (they do mint the currency in the former, after all), but here it is in black and white: There are 283 million television viewers monthly (the population of the United States is 313 million), each watching an average of 146 hours of TV. Compare that with 155 million online video viewers averaging just shy of six hours monthly on mobile and almost six and a half hours over the Web. So while TV’s audience is still almost twice that of digital video, the amount of money in digital isn’t even 5 percent of the mammoth $74 billion chunk of change in television. What’s going to bring about growth in the former, said Amit Seth, Nielsen’s evp, global media products, is equivalency. ABC already offers digital options for audience deficiency units (ADUs, or makegoods), and Fox said last year it would provide Hulu inventory for the same purpose (neither network was able to provide comment by press time), but Seth said he foresees greater porousness between digital video and TV. The company isn’t just hoping for that—Nielsen’s oft-delayed DPR product, which measures non-mobile streaming video, is set to finally launch in the spring. Nielsen also will be continuing to refine a tool that other third-party data miners are already selling: purchaser data that gives a measurable ROI to advertisers. “We have access to 90-plus percent of credit card transactions, anonymized through a third-party data provider,” said Seth. “Do you shop home improvement? If so, do you shop at Home Depot or at Lowe’s?” Nielsen now knows. Content producers like NBCUniversal have pioneered similar initiatives, but it’s impossible to overstate the importance of third-party measurement as the analytics world gets more complicated. Lest this sound like too much progress too quickly, Dave Morgan, founder and CEO of Simulmedia, says not to worry. Business as usual will probably continue apace for a while. “The silos aren’t coming down anytime soon,” said Morgan

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Ed Castillo of TBWA Declares Writing as Dead

February 24, 2014  |  Blog  |  No Comments

Talk NYC is continuing its new contributor series with Ed Castillo, Chief Strategy Officer at TBWA/Chiat/Day NY Provocative title not withstanding—it is SXSW, after all—my talk is part empirical argument (are we reading less and less, or aren't we?) and part almost-trivial observation (it is outrageous to believe that combinations of 26 letters and a few punctuation symbols can exhaustively represent all meaning-based modes of human experience and expression). It's not difficult to show instances where words on a page or a screen—two-dimensional representations of meaning, to be sure—will be disadvantaged when compared with non-syntactic images, sounds and gestures. HOWEVER, my aim here

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Treating Social Platforms the Same Doesn't Follow Real Life Communication

Treating Social Platforms the Same Doesn’t Follow Real Life Communication

auto-posting
February 20, 2014  |  Blog  |  No Comments

It's Social Media Week in New York this week and the Talk NYC team has been going to some amazing talks by thought leaders and agencies around the city. Kelly Meyers from CODE AND THEORY gave a fantastic talk on internet subcultures and why cross-posting on them is never a good idea for brands.

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