Ad-tech companies are finding they’re much better at selling ads than stock.
Mobile-ad network Millennial Media, online-ad-software company Marin Software and video-ad network Tremor Video have gone public in the last 16 months, and all have been walloped by Wall Street while broader markets have performed well. As of the middle of last week, Millennial’s stock was down roughly 30% from its offering price in March 2012. Marin’s shares had fallen about 15% since its IPO in March. And Tremor had slid 19% in the three weeks since its debut.
Much of the blame falls on the companies’ less-than-rosy business figures (none are profitable). But — perhaps a bit ironically — the advertising firms also have a marketing and metrics problem.
Afin de célébrer l’arrivée de la nouvelle saison de la série HBO Game of Thrones sur sa plateforme streaming, Blinkbox fait construire une tête de dragon de 3 mètres de haut et 12 mètre de long. Déposée sur la côte Jurassic, elle étonne et fascine les passants à la recherche de fossiles d’animaux disparus.
(TrendHunter.com) These mysteriously masked models are in disguise. Models usually play up a wide range of characters in photoshoots and the use of props like masks makes this much easier. Whether bedazzled,…
Advertising Agency: Team One, USA
Chief Creative Officer: Chris Graves
Executive Creative Director: Alastair Green
Associate Creative Director: Phil Henson
Copywriter: Patrick O'Rourke
Art Director: Nicky Veltman
EP: Sam Walsh
Account Director: Nathan Smith
Account Executive: Drew Porter
Producer: Jenny Valladares
Production: Recommended Media
Director: Henry Hobson
EP: Phillip Detchmendy
Line Producer: StephanieScire
DP: Adam Kimmel
Editor: Gabe Diaz
VFX: The Mill
EP: Stephen Venning
Producer: Jesse Looney
VFX Supervisors: Gareth Parr, Felix Urquiza
Flame Lead: GarethParr
Flame: Tara Demarco, Adam Lambert
Nuke: Victor Duncan, Zach Cole
Smoke: RobinMcGloin
Creative Director: John Leonti
CG Lead: Felix Urquiza
CG: TomGraham, Tim Hanson
Editor: Gabe Diaz
Color: The Mill
Colorist: Adam Scott
Sound Design/ Composition: Q Department
Audio Mixing: Juice Studios
Mixer: Bob Gremore
We agree with AdWeek’s David Gianatasio 100% percent on this one. Which, of course, isn’t like us agreeing with Bob Garfield back in the day because, of course, we rarely did. We used to pick stupid little fights with the man over his ad reviews because, well, that’s what Adrants was all about; poking holes in the media and advertising establishments.
My how times have changed. Back in the day, Adrants was a single voice of over-sized balls and horse-hung swinging man meat. Today, well, everyone’s in on the game of snark. So much so that it really doesn’t mean anything anymore. Just take a look at Business Insider headlines or BuzzFeed or headlines from just about any other publication which now scream extremisms to announce the fact an ant has crossed the street. Anything for a pageview.
It’s sad, really. But it’s all about content, people. Content. The more, the merrier it would seem. How to Cross Your Legs While Wearing a Miniskirt. How to Hide An Erection in Public. How to Brush Your Teeth With Your Finger.
Did you know content farm DemandMedia pays about $15 dollars to have one of these idiotic stories written. And $3.50 to edit it. That’s how devalued content has become in some areas.
But, thankfully, some brands, like HubSpot, recognize the value of good (emphasis, good) content and will pay for it. And pay well. In fact, they are, again, beefing up their editorial staff and hiring an Associate Editor. HubSpot has mastered the art of content marketing and they have done it in a way that doesn’t even feel like marketing. Every piece of content they create is educational, useful, valuable and designed to help marketers do their jobs better. Just read their blog for a few days and you’ll understand.
Anyway, we digress. Back to AdWeek’s David Gianatasio. He loved a recent ad touting public access cable in Whitehorse, Yukon Territory. And we can see why. The ad succeeds in a manner akin to the aforementioned headlines announcing an ant’s street crossing. And we mean that in a good way. With musical bombast and dramatic slow motion, the ad makes even the most dreary town council meeting seem like a blockbuster movie.
With close to of 80,000 views on YouTube, more than three times the population of the town itself, the ad certainly helps prove the point even the most mundane things in live can be brought to life with a great headline.
Guess we’ll have to up our game a bit. Though saying that feels more like we’ll be stooping to a new low. Stay tuned.
A agência russa Red Pepper encontrou uma maneira divertida de divulgar o programa de emagrecimento 10FIT, que promete deixar as roupas dos participantes largas em apenas 10 semanas. Voltado para o público masculino, o filme apimenta uma situação comum para quem perde peso, que querendo ou não se torna um verdadeiro exibicionista.
O apelo bem-humorado funciona muito bem aqui, já que vai além dos tradicionais argumentos de saúde e bem-estar para acrescentar o elemento da auto-estima. O único porém é que você só entende sobre o que é o filme no final, o que pode acabar desagradando algumas pessoas.
Whether you're a stranger, peer or client, Marty Weiss wants to be your friend. With that spirit in mind, Weiss has shot some short videos on the streets of New York City that feel less like a plug for the new name of his design and ad agency—Marty Weiss and Friends, of course—and more like the stunt that New York Mets ace Matt Harvey just pulled off for Jimmy Fallon. Like Harvey, Weiss comes across as calm and likable, unlike, say, vintage Stuttering John. Still, many people in the first video either stare incredulously or just plain walk away when Weiss first asks if they'll be his friend. Like any good adman, however, he wins over several strangers, including a drummer performing in Washington Square Park. Upcoming videos will take us to Weiss's West Village apartment, where he bonds with another familiar ad face, and the offices of clients. Look for them all on the agency's Facebook page and on YouTube, where you'll also find this little gem of a credentials reel that Weiss helped create at former shop Weiss Whitten Carroll Stagliano. Not before or since have we seen parents in an agency reel. Weiss certainly has a knack for branding his agency in a disarming way.
In April, we covered the first piece of ambiguous viral ad content for The Bureau: XCOM Declassified, a 2K Games and 2K Marin video game. We’re back to report another promo, titled “Orbit & The Asteroid,” and produced by Team One. This 90-second spot isn’t any less ambiguous than the first ad, most of it about a 1960s era creepy clown television show and the young boy who watches it. According to the creators, there are a number of easter eggs that contain clues for the future of the video game series. The game won’t be released until August 20, which means there are four weeks left for more curious marketing spots, creepy clowns and all. Credits after the jump.
The ongoing Yahoo turnaround began months before the portal named Marissa Mayer its CEO. In September 2011 Yahoo investor Daniel Loeb and his hedge fund Third Point began what turned into a proxy fight that eventually led to the firing of CEO Scott Thompson, the appointment of Mr. Loeb to Yahoo’s board and hire of Ms. Mayer.
Now Mr. Loeb and two other Third Point nominees to Yahoo’s board — Maeva Group chairman and CEO Harry Wilson and former MTV Network president and COO Michael Wolf, who recruited Ms. Mayer — are stepping down, and Yahoo has bought 40 million of Third Point’s shares , the portal announced on Monday (release below).
Up 87% since Mr. Loeb took his board seat, Yahoo’s stock was down more than 4% Monday morning in the wake of the news.
(TrendHunter.com) For the Tetris addicts of the world, the game is back—only this time, it comes as the ‘Tetris Heat Changing Mug.’ A nice hot coffee or tea in this mug is the perfect way to get…
Pulse-pounding thriller music and dramatic editing capture all the "excitement" of cable-access city-council broadcasts in Whitehorse, Yukon Territory, in this tongue-in-cheek (but 100 percent real) promo. The commercial is nearing 80,000 YouTube views in a week. That's more than three times the town's population. High-impact scenes from the Monday-night broadcasts on Community Cable 9 include: a finger tapping a microphone to make sure it works; people writing on sheets of paper; pitchers of ice water sitting on tabletops; middle-aged, graying counselors entering the chamber and, ultimately, sitting down. The spot is so faux-intense, I kept expecting Peter Stormare to burst in … and pour himself a glass of water (though if he ever finds himself on this particular show, he should fire his agent). The highlight is Mayor Dan Curtis announcing that an additional $15,000 was made available to the local museum. Holy cow, what's next, a non-binding referendum on curbside recycling? Tune in Monday to find out, same Whitehorse City Council time, same Whitehorse City Council channel!
Coup de cœur pour la photographe allemande Laura Zelenga qui nous propose de découvrir de jolis clichés qu’elle réalise depuis l’âge de ses 18 ans. Basée à Munich, cette artiste nous dévoile son univers sensible teintée de surréalisme. Une sélection à découvrir sur son portfolio et dans la suite de l’article.
This month, Campaign’s Talking Inspiration series talks to Daniel Bonner, the global chief creative officer of digital agency Razorfish, about creativity, “the idea” and telephones.
My Nikon World é o nome do novo projeto da Nikon no Facebook. A proposta do aplicativo é criar uma espécie de rede social voltada para fotógrafos profissionais e amadores, na qual os usuários podem compartilhar imagens, participar de desafios criativos, interagir com outros fotógrafos e aprender novas técnicas. E já que um pouco de competição não faz mal a ninguém, a participação é recompensada com badges e pontos.
O aplicativo também funciona como uma espécie de workshop gratuito, já que a curadoria da rede é feita por profissionais que também têm a tarefa de responder perguntas dos usuários, esclarecer dúvidas e dar dicas. Outra vantagem é que é possível saber qual o equipamento utilizado para produzir cada uma das imagens do My Nikon World.
Agora, para quem precisa de um pouco de inspiração e quer um incentivo para buscar novos temas, o primeiro desafio criativo já está no ar. Sob o tema Street Photography Challenge, o fotógrafo de moda Rob Van Petten convida os participantes a subirem 10 fotos feitas nas ruas, valendo um badge com este tema e 100 pontos. Para acessar, clique aqui.
Remember back when advertisers would blatantly mock women for being helpless without men? I mean, you're probably not old enou … wait, never mind, still happening. A recent ad for used-car pricing service TrueCar.com features women explaining how the site helped them purchase a vehicle without the help of a man. Because apparently women have to research pricing, while men have the magical ability to guess it on the nose like they're securing a spot on The Price Is Right.
"TrueCar makes it a lot easier to go in by yourself," notes one of the testimonials. Another woman lays out the service's benefit even more bluntly: "I don't need to bring a dude with me." The ad has earned its share of critics on YouTube and Facebook. "The most sexist commercial out there," notes one woman on TrueCar's Facebook page. "Wow. I guess all women are just scared, meek, docile little creatures that get intimidated by car dealerships." Here's another Facebook comment from a man named Richard: "As a man, you're [sic] commercials embarrass me. The notion that women need a 'dude' to navigate the apparent labyrinth that is the automotive market is not only incorrect, its out-dated and offensive."
TrueCar has responded to a few of the complaints with a boilerplate response saying the ad was about leveling the playing field for every car buyer, not just women: "We apologize if our ad came across the wrong way. Transparency is a core part of our business and we aim to improve the car buying experience for everyone by helping consumers make an informed buying decision." Hat tip to blogger Kelby Carr for sharing this ad on Facebook.
UPDATE: TrueCar's PR firm, PGCCampbell, sent us the following response, attributed to TrueCar founder and CEO Scott Painter:
"Regardless of race or gender, being a more informed car buyer benefits consumers. TrueCar supplies a hassle-free experience for both men and women by providing car-buying information the public can't get elsewhere.
"This particular ad is pro-consumer and pro-women. It was developed by our creative director, who is a woman, and it addresses a real consumer issue in the marketplace."
When you hear the words human hair orchestra, don't you just imagine Hannibal Lecter conducting? Not so for this Unilever-sponsored stunt in the Philippines from JWT Singapore and JWT Manila. To show the strengthening effect of its Cream Silk hair-care line, the marketer enlisted a custom bow-maker and used human hair washed with the products instead of the usual horsehair to string four violin bows. An all-female quartet then used them to play 40 songs over four hours in a busy Manila mall. They reported no broken strands through the four-set concert, which drew a crowd of more than 600 people. The live music's lovely, and the idea's unique, but doesn't the whole thing have a slightly creepy it-puts-the-conditioner-on-its-head vibe?
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