Digitas

Apple Watch: Sweet or Sour Taste in Your Mouth?
September 12, 2014

Even though it's called the "Apple Watch" by the company that created it, everyone else is already calling it the "iWatch." Marketers seem more excited about the smartwatch Apple announced on Tuesday than they've been about other wearable technologies, including Google Glass, Samsung's five models of smartwatches and watch models from Motorola and Sony.

Publicis Strikes Massive Facebook Ad Partnership
May 21, 2014

Publicis Groupe, the world's No. 3 advertising holding company, has struck a sprawling partnership with Facebook, the companies said Monday morning. Terms were not disclosed, but an executive familiar with the matter said that the value of the deal including spending would be around $500 million. "Publicis and Facebook are announcing a multi-year partnership focused on co-creation of product around data, video and images, including core Facebook and Instagram." ... The deal, easily the largest yet between an agency holding company and a tech company, would pool global spending from Publicis media networks

Watch This!
December 1, 2013

In the last year, with the introduction of Vine—along with updates to both the Instagram and YouTube applications—the consumption of videos through mobile devices has seen a huge jump. These applications have created the platforms on which to share content, but the other part of this equation is how users consume video content through their smartphones. Let's first take a look at what each product did to help foster this video growth across mobile.

Facebook Video: The Marketing Opportunity
November 4, 2013

To drive high response rates, advertisers will need to use video that's both compelling and directs users to download. Facebook recommends videos that showcase the best features of your app, including use of lifestyle or product shots along with in-app screenplays. However, leveraging a video that only lists product features might not capture the attention of users.

New York Stock Exchange Joins Content Marketing Push
June 5, 2013

The 225-year-old New York Stock Exchange may be perceived as old-school, but it's trying to prove it’s as digital as the next brand by capitalizing on the content marketing trend. To that end, NYSE has just launched a standalone site, called The Big Stage. Designed by Digitas, it's a photo-heavy platform that’s reminiscent of the visually-rich treatments seen on some mainstream news sites. Visitors will find videos, feel-good profiles and Q&As around NYSE-listed companies and their executives. "Second Servings" looks at the tough but hug-happy executive who's behind the remake of IHOP, while "Animal Pharm"

Brands Buy Real-Time Mobile Ads Based on the Weather
April 10, 2013

This past winter, Ace Hardware tested location-based mobile ads before and after snowstorms to pitch items like shovels and de-icers. Buoyed by the results—and underscoring how brands have begun using the weather to target on-the-go consumers—it now plans to buy mobile ads when the temperature is optimal for green thumbs ... "We want to reach folks in real time and help them deal with the weather as it's coming," said Jeff Gooding, Ace’s marketing director. "The idea of helping has traditionally been part of our brand, and it’s becoming a part of our mobile strategy."

If Cats Have Nine Lives, Why Can’t Our Content?
January 11, 2013

The day before the show floor opened, CES 2013 booths received their finishing touches and exhibitors descended on Las Vegas. The lesser-known fact is CES is not just more than 1.8 million net square feet of exhibits, but it is also a learning conference with industry- and role-specific tracks. Yesterday, I was able to attend "Women in Advertising: Innovation in Digital Technologies," where eight accomplished and powerful women were poised to share their experiences with us. The landscape of the panel spanned from large agencies to small start-ups. In the course of the discussion, the panelists encouraged us to think

Survey: Consumers to Shop via Mobile Phones on Thanksgiving
November 20, 2012

Mobile devices will play a pivotal role this Thanksgiving as the holiday transforms into "Mobile Thursday," the day before Black Friday, according to a new online survey by Harris Interactive. Twenty-eight percent of smartphone- or tablet-owning adult holiday shoppers plan to shop on Thanksgiving Day with their mobile devices, nearly double the percentage from 2011, when only 16 percent said they would use a mobile device to shop on "Mobile Thursday." In addition to shopping for the holidays, 29 percent of smartphone or tablet owners say that they have used or plan to use

Sprint Launches Interactive Cinema Experience for Mobile Devices
May 31, 2012

Sprint has rolled out an interactive on-screen cinema experience that encourages moviegoers to turn off their mobile devices in exchange for a custom mobile phone dream. More than 1,000 NCM Movie Theaters will show the experience on nearly 18,000 screens as part of Sprint’s courtesy-message sponsorship that asks moviegoers to turn off their phones prior to the start of a movie. Sprint worked with brand agency Digitas and ad agency Leo Burnett on the mobile initiative. “Many have created on-screen cinema spots before, but no one has tied it to a phone experience,” said Kevin Drew Davis, executive vice …

Sprint Launches Interactive Cinema Experience to Create Personalized Dreams for Mobile Devices
May 29, 2012

Sprint has rolled out an interactive on-screen cinema experience that encourages moviegoers to turn off their mobile device in exchange for a custom mobile phone dream. More than 1,000 NCM movie theaters will show the experience on nearly 18,000 screens as part of Sprint's courtesy message sponsorship that asks moviegoers to turn off their phones prior to the start of a movie. Sprint worked with brand agency Digitas and ad agency Leo Burnett on the mobile initiative.