digital advertising

Digital Content Creators Gear Up for Newfronts

Posted by Sheila Shayon on April 12, 2013 06:37 PM

When this year’s Digital Content Newfronts start on April 29th in New York City, 18 distributors will be attending, a 200 percent increase over last year, along with scores of advertisers looking to online as a cost-effective content cornucopia. 

The first DCNFs last year featured flashy sales pitches, stars like Jay-Z and giveaways—a car from AOL's Tim Armstrong. But more importantly, real deals got done to the tune of hundreds of millions of dollars in the inaugural event whose objective was to woo a bigger slice of marketing dollars from TV to online video and digital content hubs.

Launched in 2009, Newfront was billed as "an industry-leading event bringing together content creators, distributors, talent, and brands to harness content opportunities in a post-advertising marketplace."Continue reading...

digital advertising

Digitas Survey Shows Increasing Appetite for Online Video

Posted by Sheila Shayon on April 10, 2012 10:00 AM

New research by Harris Interactive for Digitas finds “an increased urgency for brand investment in online video.”

Spurred by cross-generational interest in digital video across screens, 63% of U.S. adults look at online content while watching television, rising to 71% for adults 18-44. And almost half (46%) of online video viewers are likely to seek out participating brands mentioned.

The general landscape for online video consumption according to data from comScore shows that 179 million US Internet users watched nearly 38 billion online videos in February. The vast majority, 83.8%, viewed online video, of average length 6.2 minutes. The average online ad was 0.4 minutes; video ads accounted for 16.6% of all videos viewed and 1.3% of all minutes spent viewing video online

Forty-nine percent of brand fans on social networks will watch a video mentioned in a post, and 53% said that if a favorite celebrity announced participation in an online video or web series, they would check it out.

While advertisers continue to spend millions at traditional TV upfronts, the Digitas survey underscores that online video is now de rigueur for consumer engagement. “Investing in online video is no longer optional. Consumers are hungry for online content and ready to take this journey with brands. And as the survey results show, today’s viewer is not just passively sitting and watching—they’re sharing, talking, clicking, testing,” says Stephanie Sarofian, Managing Director of The Third Act:, the brand content unit of Digitas. Continue reading...

video killed the _____ star

Online Video Brands Reteam for NewFront Alternative to TV Advertising

Posted by Sheila Shayon on February 23, 2012 02:02 PM

America's online video portals — AOL, Google and YouTube, Hulu, Microsoft Advertising including MSN, and Yahoo! — are once again locking arms to muscle in on the U.S. TV upfront marketplace by touting their web video programming in a collaborative series of presentations orchestrated by Digitas.

The brands are taking turns in a roundrobin pitch to ad agencies, media buyers and brand marketers during the fourth annual Digital Content NewFronts, taking place in New York over two weeks, from April 19th to May 2nd.

The objective: woo a bigger slice of marketing dollars from TV to their respective online video and digital content hubs.Continue reading...

that's entertainment

Samsung Socializes TV Viewing with Hunch

Posted by Sheila Shayon on April 7, 2011 04:00 PM

Samsung wants to make the home's entertainment and communications hub, the living room, more social, connected and entertaining. That's why it has launched a new digital tool, The Smart Living Room, a microsite that uses the Hunch API to create customized, social movie watching events.   

Answer ten questions (powered by Hunch), and the site serves up customized movie recommendations including genre and title suggestions. The viewer can then invite friends and family through Facebook or email to join in.Continue reading...

corporate citizenship

Digitas Joins It Gets Better Chorus

Posted by Shirley Brady on March 2, 2011 10:30 AM

Digitas has joined the "It Gets Better" movement, with the agency's employees producing the above video in support of the digital gay pride movement that sprung up in response to cyberbullying of LGBT youths.

social media

Samsung Wants Facebookers to Thr!veOn

Posted by Sheila Shayon on August 24, 2010 01:15 PM

New research from NPD shows that 20% of US adults have played a game on a social network site. Vying for a piece of that action: Thr!veOn, a new Facebook app positioning itself at the intersection of social utility and gaming.

Thr!veOn, a collaboration between Samsung Electronics and Digitas, compiles photos, videos and updates posted on Facebook into customized, individual profiles that further define users’ identities and incentivize use with a gaming element.

Their aim: to respond to digitally engaged consumers' desire for greater self expression.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia