Throw out conventional wisdom that says consumers ignore native ad-labeled content. For publisher Upworthy, "branded" items see 3.5 times more views from site visitors, three times more shares and 2.9 times more attention than its editorial pieces experience, according to Upworthy. In a staff-written, non-promotional, regular editorial article published on July 10, Advertising Age explains why sponsored posts are doing so well.
August 6 marked the mid-point of summer—so now we're closer to summer's end than summer's beginning. It's as if all the back-to-school advertising wasn't enough to have us looking forward (except perhaps for schoolchildren). In the world of data-driven marketing, my mailbox reminded me this past week, too, that fall is just around the corner: I received a DMA2013 conference brochure mailer
Once again, spec creative work has gotten an agency and its corporate client in trouble. The ridiculous fake ads for the Ford Figo from JWT India led to the firing of at least two people and the automaker spending a good chunk of last week apologizing profusely. So how do marketers prevent this from happening to them? Quite simply, start kicking ass and taking names. Back in the good old days, creatives would mock up these ads and most would simply disappear. A handful might end up at awards shows, but the resulting controversy
Nielsen is going beyond trying to track everything you watch to tracking everything you buy—adding data from what an executive said is "virtually all" credit and debit-card purchases plus bank statements, including online bill payments and paper checks, to what it already gets from food and drugstore purchases. Nielsen is anonymously matching all that data through an undisclosed third party to members of its TV ratings panel, an executive of the company told Advertising Age, and plans to expand such matching to online and other measurement services. Linking TV audiences to their purchases has been available to packaged-goods marketers for
Summertime and the living is easy. So I stopped by the local spirits shop for a bottle of pink Sancerre and I was greeted with a window display for Double Cross Vodka that included a tongue-in-cheek campaign called "Project Double Cross." Of course, the campaign's creator had to get his digs on direct mail
It's been a stressful few months for the Digital Advertising Alliance, the consortium of ad trade groups trying to self-regulate around online privacy and the maker of those little triangular ads offering consumers information on tracking. That's because Microsoft continues to plan on releasing the latest version of its Internet Explorer browser with a do-not-track signal turned on as by default. What that means for the entire online ecosystem remains to be seen, particularly as there's yet to be industry consensus on what "do not track" even means. In the meantime, the DAA has recently hired Lou Mastria
The online ad industry tried once again in a hearing Thursday to convince Congress its self-regulation plan is working, even as one of its most important members, Microsoft, has broken ranks. Bob Liodice, president and CEO of the Association of National Advertisers, testified before the Senate Commerce Committee to give a raft of updated stats on the privacy icon that lets consumers opt out of tracking: a trillion ads with the icon served per month, a million consumer opt-outs since January 2011 and hundreds of companies licensing the icon.
We spoke with Nigel Morris, CEO of Aegis Media Americas since 2009 and a member of the Project board for the World Economic Forum's sustainability initiative. Advertising Age: "Sustainability is a topic we hear about a lot about as it relates to food and farming. What does it mean for advertising?" Nigel Morris: "Sustainability isn't just a green issue. It's about how the whole system of business works, and the fact that we need to ensure that overall economic demand and supply are much more aligned."
Social commentary about ads alone topped the entire 2011 Academy Awards. 1. Bluefin Labs has so far tracked more than 12.2 million social-media comments during and after Super Bowl XLVI, primarily on Twitter and Facebook. That's a 578 percent increase over the total Bluefin tracked last year (1.8 million). 2. Twitter, via its official @twitter account, said the final three minutes of the Super Bowl helped push total tweet volume up to an average of 10,000 tweets per second. 3. We have a new social-TV high-water mark. "Last night's Super Bowl is the biggest social-TV event we've ever recorded."