Posts Tagged ‘marketing’

This Is How Your Financial Data Is Being Used to Serve You Ads

July 10, 2014  |  Media Week  |  No Comments

Wait, who sees my credit card bill, again? We've done a lot of work

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FTC Chair Edith Ramirez Fights for Data Security and Privacy Rights

May 27, 2014  |  Media Week  |  No Comments

One year into her tenure as chairwoman of the Federal Trade Commission, Edith Ramirez is putting the agency front and center as the nation’s leading enforcer on privacy and data security. Through cases like Snapchat, which lied to its users about its privacy practices, and Trendnet, which failed to secure users’ private video feeds, the FTC is setting precedent for how the marketing industry should balance the need to collect consumer data with the need to protect consumer privacy. It never occurred to Ramirez that her law degree would take her to Washington, D.C., let alone run the FTC, at a time when technology has made privacy and data security the defining issue for business and consumers. Her career path was set the minute she met fellow Harvard law school student Barack Obama. She says, “We knew he had an interest in politics, and I knew he would do important things.” Befitting her role as the nation’s privacy arbiter, Ramirez is a no-nonsense individual, not prone to jokes or pleasantries. It’s all business all the time for the San Clemente, Calif., native. Her speeches are precise, carefully worded pronouncements, all assets for the leader of an agency being transformed by privacy and data security issues.

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Here Is Your First Look at the New Disney Channel Logo

May 22, 2014  |  Media Week  |  No Comments

The Disney Channel isn't exactly rebranding, but it is changing its logo and its network IDs to reflect a new, less boxy look that is going live on most of its networks tomorrow. The original logo started life as a temporary fix when widescreen television sets became the norm, and managed to stick for years, Ron Pomerantz, vp of marketing and creative at the Disney Channel, told Adweek. Now that the network is changing its look, Pomerantz and the rest of the marketing group are trying to make sure it's both consistent and sensible. "We took the 'wand ID'"—Disney Channel's iconic station-identification spot, which you can watch below—"which is so important to our network, and made sure it could still work," said Pomerantz. The task was complicated by the wide reach of the Disney brand. "Take Good Luck Charlie, for example," Pomerantz said of a show that's not currently airing in the U.S. anymore. "A lot of countries are still airing it new. Could we take the green-screen of a star like Bridgit Menler and make a wand ID using the new logo?" With some careful tweaking, they could make old footage work with new branding. "A lot of our interstitials that are more evergreen, we have to switch the packaging over to the new packaging. You don't want inconsistency in your brand no matter what your brand is." Richard Loomis, svp and CMO of Disney Channels Worldwide called the development of the product "a global process." "Our team here in Burbank worked with an agency in Burbank, and our team in Germany, and our European regional teams, and there was a team out of a creative agency in Germany," he said. Those agencies, by the way, are Royale (in Los Angeles) and BDA (in Germany), and kudos to them, too.

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Marketers Must Embrace the Transition Into the Post-Television World

April 28, 2014  |  Media Week  |  No Comments

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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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