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Vaseline's Interactive Ad Gets Skin in the Game

A pre-role ad for Vaseline's Sheer Infusion skin lotion has generated more viewer engagements than typical pre-roll ads because of the interactive features embedded in the video, according to video ad network ScanSout. ScanScout ran a campaign for the Unilever brand this fall using a new ad format it recently introduced called "Super Pre-Roll Unit." It's a normal pre-roll, but  [...]
Posted: Monday, December 21st 2009

Industry Buzz & Snippets: 12/14/09

Account Moves: TVGuide.com has selected PubMatic to optimize its ad revenue. Strategies: Package-goods players are ramping up online spend. Email Marketing: Embedded video in e-mail slows  [...]
Posted: Monday, December 14th 2009

Ford Outpaces Industry with 25% Digital Spend

Ford Motor Company is spending 25% of its marketing budget on digital and social media programs, double the amount of any of its competitors, according to a recent report from BusinessWeek. Industry experts expect that other auto companies are soon likely to follow Ford down the same digital path, though perhaps not quite as aggressively. J.D. Power & Associates estimates that the averag  [...]
Posted: Wednesday, October 21st 2009

Arizona Jean Employs Social Marketing to Push New E-Store

Formerly owned by JC Penney, the Original Arizona Jean Company is now independent. And though the jeans have been available for 23 years at the department store, they had never been marketed directly to the teen audience it's geared toward, according to a mini case study by DM News. That's where T3 agency stepped in to help launch an online marketing campaign. A content-rich   [...]
Posted: Friday, January 11th 2008

Goodby Describes Digital Evolution at Adweek Con

SF-based agency Goodby, Silverstein & Partners described its "Digital Evolution" at Adweek's Creative Conference: Mashup 2007 yesterday. Multi-talented creatives hired across fields -- ranging from academic environments, media labs and design firms -- helped Goodby implement the current HP campaign, "The computer is personal again," where famous hands tell the world what's inside their PCs. The campaign was inspired by a resume film from Goodby new-hire Pete Connolly. The HP  [...]
Posted: Friday, October 26th 2007

Carat Digital Makes Gains in Interactive TV

Carat CEO David Verklin has managed to not only grow his Carat Digital shop but also engage the entire industry in a discussion, according to MediaPost. Carat regularly convenes what are called Digital Exchange sessions with Verklin and the heads of other interactive agencies. The sessions are designed to bring together others with a stake in the future of the growing interactive   [...]
Posted: Friday, March 30th 2007

Avenue A/Razorfish Reports on Panama Experience

It's been less than a month since Yahoo officially launched its upgraded search advertising platform Panama, but Avenue A/Razorfish has said it's already reporting on how its clients are faring under the new system. Search impressions, click rate and overall CPA were all up on average for the agency's 33 clients, but on a client by client basis the impact was varied. CPC was down an average of six percent  [...]
Posted: Friday, March 2nd 2007

(RED) Campaign Spawns BUY (LESS) Backlash

A Buy (LESS) campaign was launched this week at buylesscrap.org to protest the shop-to-give charity business model to raise money for the Global Fund via the recent (RED) cause marketing campaign, according to the MarketingProfs Daily Fix. Created   [...]
Posted: Thursday, March 1st 2007

Burger King of Hip

With 18-35-year-old males accounting for half of all visits to its stores - and 12 consecutive quarter of sales growth - Burger King has remained on the cutting edge of pop culture, writes USA Today. The fast-food giant has sold 3 million of its BK-branded Xbox videogames, and its  [...]
Posted: Thursday, February 8th 2007

Behavioral Targeting Finds Audience Sweet Spot for Snapple

Poised to become $1.5 billion a year market according to eMarketer, behavioral targeting - used by Snapple in a test - found an unexpected affinity group for Snapple's new premium line of  "Good for You" green teas, which the company assumed would target fitness nuts (via AdAge). To test that theory, MEC Interaction w  [...]
Posted: Wednesday, January 24th 2007

Agencies Better Positioned for Next Downturn

Recent changes in the industry have made many agenices more confident that they can better navigate the next economic downturn. The ad industry is usually one of the first to feel the pinch during economic slowdowns. But changes at many agencies over the last decade, including a shift in the revenue mix, have many agencies better positioned than in the past to deal with the next recession, MarketWatch   [...]
Posted: Thursday, October 12th 2006

Analysts: Google Stealing Yahoo's Thunder

Google continues to move faster than Yahoo, giving analysts and employees reason to wonder whether Yahoo can keep up, let alone catch up. Google's acquisition of YouTube is the latest setback for Yahoo, which has been losing internet advertising market share, usually to Google, the New York Times writes. Yahoo has been seen as slow to react and difficult during negotiations, whereas Google has moved swiftly with   [...]
Posted: Thursday, October 12th 2006

Search Marketers Outsource to Agencies, but Aren't Loyal

Search engine marketing (SEM) agencies direct the bulk of paid search spending, but marketers' expectations of their agencies is high - and loyalty is low. Almost half of all search marketers outsource to agencies; and nearly one-third will switch if agencies fail at expectation management, according to a JupiterResearc  [...]
Posted: Thursday, August 10th 2006

New Book: 37 Percent of Advertising Wasted

The authors of a new book, What Sticks, tracked campaigns from 36 top advertisers over five years and concluded that 37 percent of advertising is wasted. What Sticks, written by Rex Briggs, a market researcher and founder of Marketing Evolution, and Greg Stuart, CEO of the Interactive Advertising Bureau, concludes that it's po  [...]
Posted: Wednesday, August 9th 2006

Dove's Calming Night a Cross-Media Success

Unilever Dove brand's successful campaign for a new line of Calming Night soaps and lotions relied on a mix of old and new media - and was one of the first and largest online launches of consumer packaged goods, writes MediaPost. Dove teamed with Mindshare Entertainment to create mini-site DoveNight.com, featuring three webisodes starring Emmy-winning actress  [...]
Posted: Wednesday, May 17th 2006

Forrester: Growth of Behavioral Targeting Imminent

Pervasive use of behavioral targeting in online advertising is in the offing and will drive search engine marketing agencies to expand offerings, according to a new report from Forrester Research titled "The Reality of Behavioral Ad Targeting," writes DM News. As online media costs increase and inventory gets tight, behavioral targeting  [...]
Posted: Friday, March 24th 2006

Marketers Explore More Emerging Media Channels

As marketers continue to increase online spending, they are moving beyond search marketing and experimenting with several online tactics that effectively generate leads, according to a panel discussion held Wednesday at BtoB's NetMarketing Breakfast, reports BtoB (via MediaBuyerPlanner). For example, with 80 percent of Avaya's marketing ef  [...]
Posted: Friday, March 24th 2006

Yahoo: Display Ads Increase Search

A Yahoo study released today claims that online display advertising increased the number of relevant searches by more than 61 percent, reports DM News. The study was based on an analysis of a campaign by Yahoo client HarrisDirect. Clicks on sponsored search links leading directly to the client's site also jumped - 249 percent - after a user was exposed to a display ad campaign, Yahoo said. The study found that consumers  [...]
Posted: Monday, May 9th 2005

Details Come Out on Kerry Online Ad Campaign

In an effort to boost the industry's use of internet advertising, political ad firm MSHC Partners released research showing how much its $3 million in online advertising billings during the presidential campaign helped the Kerry campaign. MSHC bought more than 800 million impressions over more than 100 websites, indicating an approximate CPM of $3.75. Of Republicans and independents who saw the online ads around the time of the Democratic Convention, 14 percent showed a boost in favorability tow  [...]
Posted: Friday, January 28th 2005

O&M Forgot U.K. Domain Name, Probably Regrets It

adland: Ogilvy London Hijacked Reminiscent of the   [...]
Posted: Sunday, November 7th 2004