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Pinterest Takes a Note from Apple to Show Off Shiny New Features

Posted by Sheila Shayon on August 21, 2014 06:52 PM

Today, every tech advertisement is seemingly the same: cool people listening to cool music and doing cool things with their device. The Apple-esque ads, whether they intend to or not, put more focus on the consumer than the services that are being advertised, making the user the "hero" instead of said device or service. 

It's a puzzling trend, but one that's being actively adopted by more and more brands, most recently Pinterest. The photo-social network has released a handful of new ads touting its new services, including messaging, that allows for more collaboration among users. The idealistic ads are pretty, and like Apple, centralize the consumer relationship over the service.

But Pinterest isn't the only one doing something new with its platform.Continue reading...

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Heroes Among Us: Amid Superhero Frenzy, Brands Elevate the Ordinary

Posted by Jennifer Vasilache on August 20, 2014 06:47 PM

Superheroes are among us, and it's never been more apparent than it is now, with what seems like a new superhero film in theaters every six months. Why this resurgence? As varied as they are, it’s a fact that their main superpower is to instantaneously convey the absolute morality, justice, enhanced physical abilities, as well as a very distinctive sense of fashion that we all crave. 

Over the past decade, the film industry has borrowed heavily from Marvel and DC Comics' catalogues to produce dozens upon dozens of superhero flicks, from the blockbuster Iron Man franchise to the return of Ninja Turtles. But traditional clean-cut superheroes with slicked-back hair like Superman, Captain America or Spiderman need to make room for a new type of character who challenges the conventions of the genre: they are imperfect, struggling with anxiety and violent instincts, without superpowers, and sometimes hardly likeable.

After all, associating superheroes with perfection is outdated. Having once ruled the rarefied reaches of the star-studded sky, their fall to earth means being more human, more like us. Or is it the other way around?Continue reading...

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Coke Captures Cola Fandom in First-Ever User-Generated Ad

Posted by Alicia Ciccone on May 21, 2014 10:56 AM

Coca-Cola has hopped on the UGC bandwagon with its latest installment in "The AHH Effect" campaign aimed at teens.

Following in the footsteps of Airbnb's use of Vine videos, PepsiCo's fan-produced Super Bowl halftime spot, and Canon's Project Imagin8ion, Coke used fan-submitted video clips to form a new TV commercial, which premiered Wednesday and will air across teen-focused networks like CW, MTV and Adult Swim, Adweek reports

Teens were invited to share—and record—what it feels like to take a sip of Coke. Out of over 400 submissions, 40 short videos were selected to be edited into the TV spot, with submissions hailing from around the world. The 30-second spot features fans striking a pose, dancing (in a polar bear costume) and taking a dip in the ocean, among other things, after drinking the bubbly beverage.Continue reading...

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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...

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Following Omnicom, Publicis Strikes Major Ad Deal with Facebook

Posted by Sheila Shayon on May 19, 2014 03:33 PM

Publicis Groupe, the world's third-largest advertising holding company, is partnering with Facebook in a multi-year partnership focused on the "co-creation of product around data, video and images, including core Facebook and Instagram" content, said Laura Desmond, CEO of Starcom MediaVest Group, Ad Age reports. 

The deal, valued at a reported $500 million, is the largest to date between an agency and a social tech company and follows Omnicom's deal with Instagram earlier this year. "This is a new breed of partnership between agency networks and publishers," Desmond told the Wall Street Journal.

Major clients including Procter & Gamble, Verizon, Walmart and Coca-Cola will garner favorable rates on Facebook products as well as the integration of Facebook data into Publicis' media-mix-modeling platform, "a task-force around rich measurement; and the integration of a Publicis 'content-at-scale product' into the recently announced Facebook ad network," according to Ad Age.

To that end, Facebook recently unveiled its Audience Network product at its F8 developer conference, enabling brands to advertise on third-party apps using Facebook's targeting data, incorporating both banner ads and custom units. 

Facebook reports there are one million advertisers currently on its platform with its signature mobile ad now accounting for 59 percent of ad revenue. "We've done a lot of work already in the past years to help you build and grow your apps," said Zuckerberg. "This is really the first time that we are going to help you monetize on mobile."Continue reading...

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Liberty Mutual Has Its Sochi Real-Time Moment with Social-Powered Ad

Posted by Sheila Shayon on February 21, 2014 02:53 PM

In an almost-Oreo moment, Liberty Mutual Insurance created an Olympics-themed TV spot on-the-fly based on a breaking news event.

When Team USA moguls skier Heidi Kloser crashed on Feb. 6, breaking her femur and tearing knee ligaments just prior to the opening ceremony of the 2014 Sochi Winter Olympics, she reportedly asked her parents while en route to the hospital if she was still an Olympian.

Having seen Liberty Mutual’s “Rise” campaign during NBC coverage of the Olympic Winter Games, ad veteran Alex Bogusky tweeted Liberty Mutual about using Kloser’s story in their ongoing campaign featuring past Olympic athletes who overcame personal setbacks to go on to triumphs.

“We saw that tweet and it was essentially the catalyst for the ad,” said Jenna Lebel, marketing director for Liberty Mutual. “I think it’s really important as a Team USA sponsor to have that real-time, always-on presence from a community management standpoint.” And Liberty Mutual was no doubt at the ready to take-up the suggestion from Bogusky.Continue reading...

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Heineken Off to a Rough 2014 as New Campaign is Banned in the UK

Posted by Mark J. Miller on February 17, 2014 04:24 PM

It was a rough 2013 for Heineken, and 2014 hasn't started off much better. 

The company saw its 2013 profit drop 53 percent, with only $1.87 billion in revenue compared to 2012's $3.98 billion. The company was hoping that “gradual improvement of the global economy should help spur growth” this year, according to the Wall Street Journal

But even an improved economy can't help Heineken avoid the loss of a major ad campaign. That's exactly what's happening in the UK, where it's newest ads for Kronenbourg 1664 have been banned by the UK Advertising Standards Authority. The ad watchdogs have a problem with the fact that the brew seems to pass itself off as French in the ads, when in reality it is brewed in the UK, according to Ad Age. While the commercial and print campaign contain text saying so, the ASA still feel it is misleading.Continue reading...

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H&M Adds Another Interactive Layer to Beckham Super Bowl Ad

Posted by Mark J. Miller on January 24, 2014 01:42 PM

Come Super Bowl Sunday, H&M will be presenting fans with a lot of choices. The retailer unveiled earlier this month that its ad starring David Beckham will be a shoppable one: fans with select Samsung smart TVs will be able to shop items in the ad in real-time using their remote. 

And now H&M has announced another feature that any consumer can get in on, smart TV or not, that may be a bit more titillating.

H&M is asking consumers to vote online for how the ad should end by using hashtags #covered or #uncovered via an H&M site that will debut Monday, according to Ad Age. Fans may get to decide if Beckham ends up in his skivvies—or nothing at all.Continue reading...

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