brand news

In the News: Google, Nike, Cadillac and more

Posted by Dale Buss on January 14, 2014 09:19 AM

In the News

Google buys Nest Labs for $3.2 billion to enter smart-home derby.

Nike plans to open Jordan brand stores. 

Cadillac says new ATS Coupe will be first vehicle to wear updated crest.

AstraZeneca forecasts quicker return to growth.

Black & Decker refreshes its image. 

Michael Bloomberg returns to his company.

DirecTV attacks Weather Channel fees.

Facebook expands conversations group and acquires link-sharing service Branch. 

Fiat begins to rethink brand architecture.

Fox opts out of TV's traditional pilot season.

GE Capital gets into loyalty-program business.Continue reading...

ad watch

Buy the Clothes Off Beckham's Back with T-Commerce Ad from H&M

Posted by Mark J. Miller on January 6, 2014 02:57 PM

Every year, brands pour millions of dollars (about $4 million for 30 seconds this year) into the production and placement of Super Bowl ads, and not without great fanfare. TV spots can garner millions of views, with fans and industry people alike sharply analyzing each moment to decide which brand 'won' the big game. 

According to a new study, though, those bags full of bucks might be better spent in some other way. Arizona research firm Communicus has found that about 60 percent of the ads that air during the game don’t increase purchase or purchase intent, according to Ad Age

Communicus even discovered through its interviews with more than 1,000 consumers that the ads that are popular, such as Tide's 2013 “Miracle Stain” spot, doesn’t mean that purchase or purchase intent goes up. One of the problems, the firm’s CEO, Jeri Smith, told Ad Age, is that the ads don’t run often after the actual airing of thegame. "We find that one ad exposure often isn't enough to make anything happen," she said.Continue reading...

The Big Game

The Weather Channel Heads Up Brands Hoping to Cash In On Snowy Super Bowl

Posted by Mark J. Miller on December 16, 2013 04:51 PM

For the first time in its 48-year history, the Super Bowl will be played in a cold-weather location without the pleasure of being under a dome. When the AFC and NFC champions take the field on Feb. 2 at New Jersey’s MetLife Stadium, it could be hailing, snowing, or sleeting havoc down onto all who attend.

That is part of the intrigue, of course, and has opened up a whole new level of brand ad opportunities that haven't previously been present at more sheltered events. So while Fox's TV ad slots may be sold out, other brands, including The Weather Channel, are already pitching marketers on ways they can reach the big game's engaged audience in both physical and digital ways.

The channel has dubbed the game the Weather Bowl and “is pitching to marketers on-air, digital and on-the-ground initiatives surrounding the game.” The channels meteorologists and staff are working on content that will “include analysis of which teams and players are better equipped to play in varying conditions; what the weather will mean for the halftime show; how the weather will affect travel and sightseeing in New York; and weather conditions for ticket holders on the way home from MetLife Stadium," Ad Age reports.Continue reading...

The Big Game

Cheerios Announces First Super Bowl Ad Just Before Fox Closes Door

Posted by Dale Buss on December 5, 2013 03:57 PM

It's only fitting that General Mills is placing an ad for Cheerios in the Super Bowl for the first time. It's arguably America's iconic cereal brand, and there are plenty of other iconic American CPG brands in the Big Game already, ranging from Doritos to Budweiser.

Looks like General Mills acted just in time to commit Cheerios to the spot, too: Fox announced that it had sold out of ad inventory for its February 2 broadcast of Super Bowl XLVIII from Met Life Stadium. Its announcement came a month earlier than the point last year when CBS announced it had completed sales for the 2013 broadcast, according to Advertising Age. For the 2011 Super Bowl, Fox announced the previous October that it had sold out.

"The opportunity to be on the big game, in something with that type of scale and number of households that watch it, was very exciting to everyone working on the Cheerios brand," Camille Gibson, vice president of marketing for Big G cereals, said via the company's blog, where General Mills announced its Super Bowl move.Continue reading...

brand news

In the News: Ford, Apple, GM and more

Posted by Dale Buss on December 5, 2013 09:22 AM

In the News

Ford introduces new Mustang today as global vehicle.

Apple and China Mobile sign deal to sell iPhone as Carl Icahn softens stance on Apple's cash.

GM drops Chevrolet from mainstream European market and sells remaining stake in Ally.

AT&T and T-Mobile weigh bids for Verizon wireless spectrum.

Facebook admits organic reach is falling short and urges marketers to buy ads.

Fox says Super Bowl ad inventory is sold out.

FTC is perplexed after native-ad workshop.

General Mills is pouring Cheerios into the Super Bowl.

JCPenney sacrifices profit in volume push.Continue reading...

video killed the _____ star

Aereo Finds New Enemies in NFL, MLB as Web-TV Fight Continues

Posted by Mark J. Miller on November 19, 2013 01:49 PM

Add the NFL and MLB to the list of TV-related brands that are threatening to jump ship if upstart web-TV service Aereo infiltrates broadcasting any further. 

The pair filed a "Friend of the Court" brief last week, AllThingsD reports, making known that if the court rules in favor of Aereo, both organizations will remove their product from free, broadcast TV and move it to cable. That means no Super Bowl or World Series unless you pay for a cable package. 

The brief was filed in the ongoing case in which the Supreme Court is trying to determine whether Aereo's services, which are backed by IAC's Barry Diller, are legal. CBS, ABC, Fox and other major networks have spoken out against the service, which allows consumers to stream live TV to their computers and mobile devices by capturing TV signals via small antennas for a miniscule monthly fee—one that doesn't benefit broadcast networks.Continue reading...

The Big Game

Super Bowl Advertisers Hope to Stretch Ad Dollars with Long Lead-In to Big Game

Posted by Dale Buss on November 15, 2013 07:41 PM

Super Bowl advertising is becoming a three- or four-month-long seasonal platform rather than just a series of mega-impact TV spots contained within the Big Game each year. That trend has been strengthening for a while, but it's taking its fullest form this fall in the run-up to Super Bowl XLVIII on February 2 at MetLife Stadium in New Jersey.

Last Sunday, Jaguar, a new sponsor of the event, unveiled an ad during broadcasts of NFL football and on BBC America that gave away much of the approach that it will take in its actual first-ever ad during the game. Intuit is milking its initial Super Bowl appearance for all it can with a contest in which it's giving away the actual ad to a winning small business.

And every brand participating in the Fox telecast this year is otherwise planning how to take advantage of social media and other venues to tease ads that still tend to be forgotten by consumers within one or two days after the game—except that brands now increasingly also are continuing to use the ads themselves and related social media aftermath to keep the meme going for weeks afterward.Continue reading...

brand strategy

Weather Channel Launches Data-Driven Brand Refresh

Posted by Mark J. Miller on November 12, 2013 01:33 PM

The Weather Channel has been a leader in the cable space when it comes to integrating new technologies and viewer engagement into broadcasts, and it's not stopping anytime soon. The network is embarking on a brand update that aims to improve the channel's core coverage as it continues to proliferate its programming. 

Along with its new tagline, "It's Amazing Out There" (or #itsamazingoutthere on social), the channel now features a new set and look, and most important of all, weather information 24/7 on the screen—no matter what kind of programming is playing.

“Weather can be a joyful or terrifying experience at any given moment,” said Scot Safon, EVO and CMO for The Weather Channel. "'It’s Amazing Out There' celebrates and honors how weather shapes our world in both wonderful and dramatic ways. We hope this brand message inspires viewers to explore, investigate, and appreciate the experience of weather in all of its many forms."Continue reading...

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