digital advertising

Google Brings BrandLab to New York with YouTube Space Studio Launch

Posted by Sheila Shayon on October 13, 2014 07:22 PM

Google's BrandLab is finally in the Big Apple, nested within the YouTube Space studio that just opened in New York as a hybrid production facility and classroom where brand marketers are invited to up their digital savvy while YouTube's creator partners leverage the studio's resources and acumen.

With a whopping one billion unique users visiting YouTube every month to consume about six billion hours of video, it’s a smart move for the world's second most valuable brand to set up shop near Madison Avenue. YouTube's studios in London, Los Angeles and Tokyo have drawn over 30,000 creators to more than 450 workshops resulting in 6,000 videos viewed for 47 million hours. With BrandLab, it's hoping to spread the gospel with those in control of marketing budgets, too.

“People think of YouTube as a West Coast company, but we’re here because New York is at the intersection of many creative communities—fashion, film, big media companies and of course, Madison Avenue,” commented Lance Podell, the founder of Next New Networks who's the global head of the YouTube Spaces creator studios, to the New York Times.Continue reading...

social marketing

Facebook Hopes Marketers Won't Shrug at Atlas People-Tracking Ad Platform

Posted by Sheila Shayon on September 24, 2014 02:34 PM

As Twitter aims to revolutionize commerce with its new "buy" button and Google continues to dominate online advertising, Facebook isn't standing by. A new ad platform, Atlas, will be unveiled during Advertising Week in New York, pushing the concept of "people-based marketing" front and center.

A reconfigured version of the Atlas Advertiser Suite the social network bought from Microsoft last year, the pitch to marketers is improved targeting and measurement of ad buys across the web.

With cookies for targeting and tracking online ads a thing of the past, the Atlas ad network will show marketers which users have seen (or better yet, interacted with) their ads not only on Facebook but also on other websites and apps. "What Facebook is doing is potentially more powerful than what Google can currently do," commented Publicis chief strategist Rishad Tobaccowala to the Wall Street Journal

"The biggest impact of this will be in mobile,” said a source familiar with Facebook’s plans to the WSJ. “People spend more time on mobile than on desktop, but marketers don't spend there because cookies don't work. This could finally enable us to spend more money in mobile."Continue reading...

ad watch

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...

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