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Yahoo Turns Up Storytelling with Image-Heavy Mobile Ads

Posted by Sheila Shayon on May 20, 2014 11:08 AM

As consumers rapidly migrate to mobile, advertisers are playing catch-up in the race to create more engaging, clickable ad formats for smaller screens. With half of its traffic now coming from smartphones, Yahoo has launched new image-rich native mobile ads marked for sponsored content under its Yahoo Gemini ad marketplace.

“Yahoo Gemini is the only marketplace that brings mobile search and native advertising together in one place—where advertisers can now easily buy, manage and optimize their ad spend across both formats," Patrick Albano, Yahoo's VP of Sales, Mobile, Social and Innovation, told brandchannel. "This helps lead to greater performance and even higher impact for brands.”

Aiming to create a seamless experience for users, Yahoo took a little inspiration from the zodiac's Gemini, saying that "native advertising is the sponsored twin of content." The ads, which look and function like any other post, are a key part to brand storytelling.Continue reading...

media brands

TIME Goes Mobile, Brief in Web Overhaul

Posted by Mark J. Miller on March 6, 2014 04:44 PM

Mobile is at the heart of consumer consumption, and media brands have been listening hard. That's why news organizations like CNN and the New York Times have launched recent site redesigns optimized for mobile devices including smartphones and tablets, and now it's TIME's turn. 

In the same week that Newsweek returned (controversially) to print after going digital-only in 2012, TIME has launched an extensive overhaul of its website to optimize its content for mobile—and its ads, including hosting more videos and native ads.

“Our data suggest that nearly half of you are currently reading this on a smartphone or tablet,” TIME wrote in a blog post describing the changes. “TIME invented the news brief; the original magazine included 100 stories, none longer than 400 words. Fittingly, the centerpiece of our new home page is The Brief, a fast take on the 12 stories you need to know about right now.”Continue reading...

campaigns

Apple Looks to Connect the Dots for 5C Sales with Tumblr Campaign

Posted by Sheila Shayon on March 3, 2014 04:12 PM

Apple, which traditionally has kept its distance from social media, has launched a campaign for the iPhone 5C on Tumblr. 

The campaign, built around the tagline "Every color has a story," featured 15-second "colored" video ads (with a sixth in the works) in English, French and Spanish titled: "Porte de Lilas" (Gates of Paris), "Viva o Carnaval" (Live the Carnival), "Showtime," and "Enjoy the Show." 

Each video ad plays a different song and showcases the dots featured on the back of the iPhone 5C's official case and on iOS 7's dynamic wallpapers, with the dot effects forming into animations of rock concerts, carnivals, ice skating and more.Continue reading...

trademark wars

UK Court Sets Online Ad Precedent with Lush Cosmetics Ruling Over Amazon

Posted by Sheila Shayon on February 12, 2014 11:57 AM

In what could be a landmark decision for e-commerce brands and the future of search, the UK High Court recently sided with British beauty company Lush over an infringement claim against Amazon.com. 

In a suit filed in December, the UK beauty brand alleged that Amazon infringed upon its trademarks by diverting online consumers to similar, off-brand products following a search for Lush cosmetics, which aren't available on Amazon. 

According to the legal filings, "Lush brought trademark infringement proceedings against Amazon on the basis that when the term 'Lush' was searched for on Amazon's website, the results returned were for goods which, although they featured the word 'lush' in a number of contexts, were not in fact made by Lush. Amazon had also bid on the Google AdWord 'Lush Bath Products' but did not, in fact, sell any Lush products."Continue reading...

media brands

Red Sox Owner John Henry Buys Boston Globe in Risky Fire Sale

Posted by Sheila Shayon on August 5, 2013 12:50 PM

Boston billionaire John Henry is now the largest employer of journalists in Boston after his purchase of the Boston Globe from the New York Times Co. The principal owner of the Boston Red Sox, Henry is buying the Globe, the Worcester Telegram & Gazette and its website, the Globe’s direct mail business and a 49 percent interest in the free Metro Boston newspaper for $70 million, a virtual steal given the $1.1 billion the New York Times paid almost 20 years ago, but as with most major US dailies, the Globe has consistently lost readers, advertising, and status.

"The first thing to note is that he paid more for his second baseman than for the Globe," commented Lou Ureneck, a journalism professor at BU. As for his investment into the media business, Henry may have to deploy some of his best consumer engagement tactice from the Sox, as traditional revenue streams continue to falter. "Classified advertising is a distant memory, ancient history,” added Ureneck. “Maintaining newspapers—or more importantly the news organizations behind them—is going to be a long and difficult slog, requiring digital products strong enough to attract paying readers."Continue reading...

brand roadmaps

Yahoo, One Year Later: Mayer's Calculated Growth Strategy Prevails for Aging Tech Brand

Posted by Dale Buss on July 16, 2013 12:47 PM

Marissa Mayer may have created tidal waves in the worlds of maternity leave and telecommuting, but while she's also swelled Yahoo's stock price in her first year as CEO, she hasn't created more than a few ripples in terms of the company's long-term prospects.

Analysts aren't expecting much from the report of Yahoo's second-quarter financials today even though Google alum Mayer has been on the job at Yahoo for exactly a year, brought in as a last-ditch messiah as the tech company's sixth CEO in five years. Google and Microsoft also report earnings this week.

Among other things under Mayer, Yahoo has scooped up 17 technology startups, including the sizeable acquisition of Tumblr, has stemmed attrition and has, well, made it acceptable again in Silicon Valley to work at Yahoo instead of defect to Facebook or Google.Continue reading...

shopper insights

Collective Bias Turns Bloggers into Brand Ambassadors

Posted by Sheila Shayon on April 16, 2013 10:47 AM

Social Shopper pioneer Collective Bias has iterated marketing messaging to new heights with a community of 1,400 influencers doing the heavy-lifting for brands.

“We believe that social shopper marketing is the evolution of shopper media, and supplants tired traditional media like FSI’s, retail circulars and digital display advertising,” said John Andrews, co-founder and CEO of Collective Bias. The company, founded in 2009 and headquartered in Arkansas, just received $10.5 million in funding led by Updata Partners to grow its platform where brands such as Tyson, Nestle and Smart & Final pay for their products to be covered by relevant bloggers who push that content across social media. 

Named one of America's Most Promising Companies in 2013 by Forbes, their proprietary Social Fabric community of shopping-centric influencers has an aggregate reach of over 50 million, as the company claims its bloggers have an average reach of 40,000.Continue reading...

online advertising

IAB: Bigger is Better When for Web Advertising

Posted by Mark J. Miller on March 22, 2012 11:44 AM

They say size doesn’t matter, but the Internet Advertising Bureau disagrees. New research from the UK-based IAB (there's a US body too) shows that consumers pay a lot more attention to brands that don’t stick to the basics of online advertising.

The IAB UK just released a global study indicating that larger formats are “twice as effective at raising brand awareness” than the forms of advertising that have long ruled the Internet: banners, skyscrapers, and mid-page units.

The group checked out how well three larger formats – billboard, wallpaper, and half pagers – did compared to the old paradigm. Five key metrics were measured: ad awareness, brand awareness, brand favorability, message awareness, and purchase intent. Guess who won the fight?Continue reading...

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