Posts Tagged ‘technology’

GoPro Launches Its First Scripted TV Ad, Part of Its Biggest Global Campaign to Date

November 10, 2016  |  Media Week  |  No Comments

For years, GoPro has taken a user-centric approach to its advertising, packaging submitted content for TV spots that have run everywhere from YouTube to the Super Bowl. But today, it's launching its first scripted TV spot, which is part of its largest campaign yet that's rolling out on a global scale. TV spots will run in the U.S., Spain, Germany, France, Korea, Australia and other markets. And there's an accompanying global campaign aimed at creating around 1.4 billion impressions. The campaign is a combination of regional and national ad buys, with the first spot airing today before ramping up Friday and then airing in prime time during Sunday Night Football. According to GoPro svp of marketing Bryan Johnston, the campaign is meant to reflect the diversity of the brand's users over the past few years, as its core user base grows from being adventure-seeking people documenting the great outdoors to a camera that can be used by anyone. "If we succeed, then we create thousands upon thousands upon millions of 21st-century storytellers," Johnston told Adweek

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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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Adobe Is Now Letting Marketers Tag and Track Social Campaigns

November 7, 2016  |  Media Week  |  No Comments

Adobe has started giving marketers a tool it says will better help them track campaigns across platforms. The company is letting Adobe Social clients tap into the data capabilities of Adobe Analytics to see how organic posts perform in real time across social channels. The feature, which launches today, lets marketers examine at scale how various types of content perform. The goal is to help create a more "digestible" way for marketers to understand what's performing well at a more granular level but a larger scale. "At lot of it is coming from the fact that we're seeing through this convergence of social and content marketing happening within marketing as a whole," said Heidi Besik, group product marketing manager for Adobe Social. "Where content is becoming key to the social channel and there's greater demand for high-quality content and figuring out how do you create more engaging content to break through the noise and keep the noise of your brand." If an advertiser wants to see whether they should post a 10-second video or a 30-second video tomorrow, they can use tags to look at how each length has performed in the past and when they performed best or worst. Adobe gave the example of a sporting-goods retailer wanting to publish a series of videos about outdoor activities. By pulling up every video with a certain tag from the past, it could view those stats and also see if a winter sports video did better or worst than a summer sport. In a separate example, a food publication posting recipes to drive more attention to a website and mobile app could set up tags to see if an image of a final dish outperforms another that highlights one ingredient. While the company has utilized campaign ID tagging for a while, the updates bring in a "new level of drilling down," Besik said.

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Self Magazine’s Snapchat Takeover Wants to Help You Have the Best Week Ever

November 6, 2016  |  Media Week  |  No Comments

"Even the most motivated woman has a day where she feels like eating some cupcakes while drinking a couple glasses of wine." Joyce Chang, the editor in chief of Self magazine, knows that not every week will be your best week ever. But the magazine's special edition takeover on Snapchat's Discover section aims to help you achieve just that. "Women are individuals, and Self understands that they go through lots of moods and feelings and situations on any given day," said Chang. "Our mission is to bring wellness to everyone." Self doesn't currently have a profile with Snapchat Discover, a platform where up to a couple dozen publishing brands have a daily presence, but will have the chance to take over on Sunday, Nov. 6. This was a combined effort between Snap's editorial, design and creative teams to create a 15-snap long story. "We wanted to present our audience with small things you can do to make a big difference throughout your week," said Carolyn Kylstra, the executive digital director for Self. "There are different ways to feel good and take care of yourself," said Kylstra. "We'll show you things like a five minute trick to stop your mind from racing, or small things to do before 8 a.m. to have a healthier day, or even reasons why you should start your week off with an orgasm." While readers can interact with those tips and tricks within Snapchat, which includes some articles you can swipe up to investigate more on, Self's magazine edition goes more in-depth. In essence, the magazine is providing a "360-degree experience" for its audience. "Health and wellness shouldn't be a chore," said Chang. "This Snapchat special edition is basically like 'health candy.' We want to engage wherever we can, like a motivation store that's open 24/7." That broad strategy appears to be working for their social presence. Self's social visits are currently up 138 percent year-over-year.

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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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This Week’s Must-Haves: A Task Lamp That’s Sleek, Chic and Customizable

November 1, 2016  |  Media Week  |  No Comments

This week, the Adweek staff is highlighting a task lamp that adapts to your work style, a smart home energy monitor, Philippe Starck-designed tracking devices and more. Take a look!

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Twitter Is Cutting 9% of Its Global Workforce

October 27, 2016  |  Media Week  |  No Comments

Twitter is planning to lay off 9 percent of its global workforce, as the ailing San Francisco tech giant struggles to please Wall Street despite beating earnings expectations. The company officially announced the cuts today in its third-quarter earnings, days after reports began to surface of the impending cuts. According to Twitter, the majority of the reductions will take place in its sales, partnerships and marketing divisions in order to "continue to fully fund our highest priorities," according to a letter to shareholders. However, the earnings also came with some good news. Total monthly active users grew for the second consecutive quarter to 317 million users, gaining 4 million over the past three months since its second-quarter results. Daily active users also increased, rising 7 percent year over year. Twitter's revenue totaled $616 million—an 8 percent increase year over year. Earnings per share totaled 13 cents, beating expectations of 9 cents per share and $606 million in total revenue. However, the company reported profit fell by $103 million. Advertising revenue grew 6 percent to $545 million, with mobile now accounting for 90 percent of total ad revenue. U.S. revenue grew just slightly, increasing 1 percent to $374 million year over year, outpaced by international ad revenue, which grew by 21 percent to $242 million

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Quartz Is Launching Quartzy, an Email Newsletter Focused on Lifestyle and Travel

October 25, 2016  |  Media Week  |  No Comments

Quartz—the young, inventive, versatile online publication that's built a massive following for its coverage of business and tech—is launching a weekly newsletter focused on culture, fashion, food, travel, art and personal care. Quartzy (no, the y is not a typo) is run by Jenni Avins, a global lifestyle correspondent with Quartz. Beta versions of the newsletter have included stories about a Brazilian graffiti art show in Manhattan, David Chang's "unified theory of deliciousness" and how to use "fashion math" to upgrade a wardrobe. Quartzy, which officially launched Friday, is taking an organic approach to growth and had 14,000 subscribers by the end of its first day. The newsletter is actually a second for the Atlantic Media-owned company, following the Daily Brief, which has grown to 250,000 daily subscribers since its launch and seen a consistent open rate of around 40 percent. According to Joy Robins, Quartz's svp of global revenue and strategy, the newsletters are meant to engage current readers while also helping Quartz branch out into new verticals

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This Week’s Must-Haves: a High-Tech Chair for Marathon Screen Sessions

October 18, 2016  |  Media Week  |  No Comments

This week, the Adweek staff is highlighting a chair custom-made for maximum screen time, J.Crew's new athleisure line, a charging capsule for your wireless earbuds and more. Take a look!

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Intel Brings Back #PhelpsFace in New Spots Starring Jim Parsons and Michael Phelps

October 12, 2016  |  Media Week  |  No Comments

For a hot minute during the Rio Olympics, the #PhelpsFace meme, born from Michael Phelps' scowling reaction to a rival swimmer's pre-race shadowboxing routine, was all the rage. The meme is resurfacing in new spots from Intel that star the Olympic champ and Intel spokesperson Jim Parsons of The Big Bang Theory. The ads from mcgarrybowen and Intel's Agency Inside highlight the speed of Intel's technology, with Phelps making that famous face while watching race footage on a slow computer. The ad was inspired by real-life Olympics footage, said Steve Fund, CMO of Intel. "We saw an image of Michael watching himself swimming during the Olympics on this very dated computer," he said. "We immediately came up with the idea of, it's the world's fastest swimmer on the world's slowest computer. #PhelpsFace was one of these magical moments that really stuck out in all the broadcasts of the Olympics. We were thinking, 'How can we catch lighting in a bottle about that moment and do it in a fun way?'" In the ads, which debut next week, Parsons makes fun of Phelps for watching footage on the slow PC, saying, "You have a new world record for the slowest computer," and pointing out that Intel's technology is faster. Now-retired Phelps, who also appeared in powerful ads for Under Armour leading up to the games, was an ideal spokesperson for Intel on the heels of his Rio success as the most medal-winning Olympian of all time. "It's capitalizing on the moment, and his popularity and visibility, and it keeps our brand fresh and relevant," Fund added. Intel was named one of Adweek's 2016 Brand Genius winners in part for its "Experience Amazing" rebranding effort this year, which showcased the role of Intel technology in DreamWorks animation and NASA's Space Shuttle. The new spots are an extension of that, Fund said. "It's all about trying to connect our technology with the experience it delivers."

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