The AOP (Association of Online Publishers) and the PPA (Professional Publishers Association) partnered last week to hold Smart Data Live!, a half day forum discussing how to make the most of audience data.
The Football League is calling on Chelsea and Tottenham fans to ‘own the arch’ at Wembley stadium in a social media battle ahead of their Capital One Cup final clash on Sunday.
Dish Network Corp. founder and Chairman Charlie Ergen will retake the reins at the satellite company after accumulating $50 billion in wireless airwaves in preparation for a mobile-based challenge to the pay-TV industry.
Mr. Ergen, 61, will take over from Chief Executive Officer Joseph Clayton at the end of March, Dish said Monday. Mr. Clayton, 65, will retire after leading the Englewood, Colo.-based company for almost four years.
Investors will focus on how Mr. Ergen plans to revive growth at Dish, which lost 79,000 pay-TV subscribers in 2014. The executive, who co-founded Dish more than 30 years ago, contacted Deutsche Telekom AG last year, expressing an interest in buying its T-Mobile US Inc. unit after a deal to merge T-Mobile with Sprint Corp. fell apart, people with knowledge of the matter said at the time.
With brands increasingly turning to native as a content-marketing solution, the industry is quickly learning what works and what doesn’t. And at this nascent stage in native, marketers are still going through growing pains. To avoid future headaches, here are the three biggest brand roadblocks to making native work, along with solutions that will help advertisers save time, money and valuable resources.
1.Shifting from traditional advertorial mindsets
Brands need to syndicate editorial content that will capture reader attention, engage them and prompt action. But marketers can’t just syndicate advertorials, brand it content and call it a day. Consumers have become extremely digitally savvy and can sniff out non-traditional ads instantly. That’s why direct-response, product-centric language in native campaigns does the brand a great disservice and typically performs poorly on attention-based measurement — readers feel tricked and immediately disengage.
Everyone and their personal brand logged on to social media on Sunday night to let their followers know how much better they are than movie stars. Meanwhile, actual brands spent the night unabashedly making it all about themselves—instead of throwing shade on celebs.
Some tried to have a real-time-marketing-moment, but among the flurry of thematic entries, most seemed pre-planned. Check out some of their efforts below.
—From the red carpet:
No #ManiCam? We can’t be THAT intimidating. #AndTheLobsterGoesTo pic.twitter.com/KmiW3lIa0V
— Red Lobster (@redlobster) February 23, 2015
We think @Logitech has what it takes to really click on the red carpet. #GearLove pic.twitter.com/PkhV6UEzKE
— Office Depot (@officedepot) February 22, 2015
A designer loaned me an outfit for #OscarsRedCarpet too. By designer I mean “hotel” And by outfit I mean “bathrobe” pic.twitter.com/DXNY9VjM8Y
— Travelocity Gnome (@RoamingGnome) February 23, 2015
—Lots of brands paid homage to Ellen’s epic group selfie from last year:
The award for best supporting actor in a selfie goes to…the stick. #RedCarpet #PlayWithOreo http://t.co/zIl1IyN9nd pic.twitter.com/iX8nhhNRmQ
— Oreo Cookie (@Oreo) February 22, 2015
Who’s ready for another epic #selfie? #Oscars pic.twitter.com/gVAC8zvr3k
— Coors Light (@CoorsLight) February 22, 2015
Throwback to last year’s awards show! pic.twitter.com/kgf4Mt3L8i
— SUBWAY® (@SUBWAY) February 22, 2015
—Farmers Insurance and M&M’s were both thrilled by J.K. Simmons’ win, as he endorses both brands (he’s the voice of the Yellow M&M):
It’s Oscar gold for #JKSimmons! Congrats on snagging Best Supporting Actor for an amazing performance in Whiplash. #BumBuDumBumBumBumBum
— Farmers Insurance (@WeAreFarmers) February 23, 2015
CONGRATS! #JKSimmons I’m speechless. Never mind. Found one. – Your #1 Fan Yellow pic.twitter.com/urGOB98b1W
— M&M’S® Brand (@mmschocolate) February 23, 2015
—PetSmart scored with this real-time tweet, after Birdman won Best Original Screenplay and one of the winners thanked his dog Larry:
You always make time to thank your family. #LarryTheDog #Oscars #PetParenthood pic.twitter.com/lcrvfHuxD3
— PetSmart (@PetSmart) February 23, 2015
—So many versions of the Oscar trophy, too:
#EverythingIsAwesome at the #Oscars! pic.twitter.com/A7HzK7FOGG
— LEGO (@LEGO_Group) February 23, 2015
Even Oscar has the confidence to leave his at home. #GoCommando #Oscars2015 pic.twitter.com/AJkJdrpRMV
— Cottonelle (@cottonelle) February 23, 2015
And the O-ward for Best Came-O goes to… #FingersCrossed pic.twitter.com/H9uPttcnm2
— SpaghettiOs (@SpaghettiOs) February 23, 2015
Everyone’s all like “The #Oscars is on” and I’m all like “What am I gonna eat during the #Oscars” pic.twitter.com/7eVuaddFlD
— Jimmy John’s (@jimmyjohns) February 23, 2015
wow omg thank you I’m so surprised first I’d like to thank my mom, she’s an oven, and my dad, he’s a freezer. pic.twitter.com/orwBCCeYK3
— Pete Zaroll (@totinos) February 23, 2015
—One brand even paid homage to the Emmy trophy, for some reason:
I’d like to thank the burger academy. It’s an honor just to be NOM-inated. pic.twitter.com/yFYoDAmLME
— Jack in the Box (@JackBox) February 23, 2015
—Among the best of the rest:
Film editing is the crust. Sauce is like visual effects & cheese is sound edit COME ON GUYS JUST TRYING TO MAKE THESE CATEGORIES INTERESTING
— DiGiorno Pizza (@DiGiornoPizza) February 23, 2015
One of his wingmen is an actual bird. #BestOriginalScreenplay
— Dos Equis (@DosEquis) February 23, 2015
ok but how many awards will this tasty hit win? pic.twitter.com/mRXFtb3dfE
— Denny’s (@DennysDiner) February 23, 2015
Advertising Agency: TBWA/RAAD, Dubai, UAE
Executive Creative Director: Rohan Young
Creative Director: Manuel Bordé
Art Director: Gabriel Gama
Copywriter: Guilherme Grossi
Illustrator: Iluminata
Published: November 2014
Advertising Agency: TBWA/RAAD, Dubai, UAE
Executive Creative Director: Rohan Young
Creative Director: Manuel Bordé
Art Director: Gabriel Gama
Copywriter: Guilherme Grossi
Illustrator: Iluminata
Published: November 2014
Advertising Agency: TBWA/RAAD, Dubai, UAE
Executive Creative Director: Rohan Young
Creative Director: Manuel Bordé
Art Director: Gabriel Gama
Copywriter: Guilherme Grossi
Illustrator: Iluminata
Published: November 2014
Advertising Agency: McCann, London, UK
Executive Creative Directors / Co-Presidents: Rob Doubal, Laurence Thomson
Creative Director: Mike Oughton
Copywriters: Jess Mallett, Mike Oughton
Art Director: Carl Rapp
Head of Art: Michael Thomason
Head of Design: Gary Todd
Digital team: Andrei Andreescu, Thomas Ilum
Typographer: Gary Todd
Retouching: Rob McDonald / Craft
Managing Partner: Tom Wong
CFO: Saj Manzoor
Strategist: Thomas Keane
Producer: Sophie Chapman-Andrews
Project Manager: Anna Henderson
Editor: Dan Good / Craft
Photographer: Dan Burn-Forti
Advertising Agency: McCann, London, UK
Executive Creative Directors / Co-Presidents: Rob Doubal, Laurence Thomson
Creative Director: Mike Oughton
Copywriters: Jess Mallett, Mike Oughton
Art Director: Carl Rapp
Head of Art: Michael Thomason
Head of Design: Gary Todd
Digital team: Andrei Andreescu, Thomas Ilum
Typographer: Gary Todd
Retouching: Rob McDonald / Craft
Managing Partner: Tom Wong
CFO: Saj Manzoor
Strategist: Thomas Keane
Producer: Sophie Chapman-Andrews
Project Manager: Anna Henderson
Editor: Dan Good / Craft
Photographer: Dan Burn-Forti
Advertising Agency: McCann, London, UK
Executive Creative Directors / Co-Presidents: Rob Doubal, Laurence Thomson
Creative Director: Mike Oughton
Copywriters: Jess Mallett, Mike Oughton
Art Director: Carl Rapp
Head of Art: Michael Thomason
Head of Design: Gary Todd
Digital team: Andrei Andreescu, Thomas Ilum
Typographer: Gary Todd
Retouching: Rob McDonald / Craft
Managing Partner: Tom Wong
CFO: Saj Manzoor
Strategist: Thomas Keane
Producer: Sophie Chapman-Andrews
Project Manager: Anna Henderson
Editor: Dan Good / Craft
Photographer: Dan Burn-Forti
Advertising Agency: McCann, London, UK
Executive Creative Directors / Co-Presidents: Rob Doubal, Laurence Thomson
Creative Director: Mike Oughton
Copywriters: Jess Mallett, Mike Oughton
Art Director: Carl Rapp
Head of Art: Michael Thomason
Head of Design: Gary Todd
Digital team: Andrei Andreescu, Thomas Ilum
Typographer: Gary Todd
Retouching: Rob McDonald / Craft
Managing Partner: Tom Wong
CFO: Saj Manzoor
Strategist: Thomas Keane
Producer: Sophie Chapman-Andrews
Project Manager: Anna Henderson
Editor: Dan Good / Craft
Photographer: Dan Burn-Forti
Advertising Agency: McCann, London, UK
Executive Creative Directors / Co-Presidents: Rob Doubal, Laurence Thomson
Creative Director: Mike Oughton
Copywriters: Jess Mallett, Mike Oughton
Art Director: Carl Rapp
Head of Art: Michael Thomason
Head of Design: Gary Todd
Digital team: Andrei Andreescu, Thomas Ilum
Typographer: Gary Todd
Retouching: Rob McDonald / Craft
Managing Partner: Tom Wong
CFO: Saj Manzoor
Strategist: Thomas Keane
Producer: Sophie Chapman-Andrews
Project Manager: Anna Henderson
Editor: Dan Good / Craft
Photographer: Dan Burn-Forti
Advertising Agency: glow, Berlin, Germany
Creative Director: Johannes Krempl
Video Artist: Stefano Benatti
Advertising Agency: Lowe & Partners, Singapore
Executive Creative Director: Erick Rosa
Creative Directors: Daniel Kee, Ang Shengjin
Art Director: Andrew Ho
Copywriter: Daniel Kee
Producer: Pamela Phang
Film house: Bullet Bangkok
Director: John Buche
Production House: Post Bangkok
Account Managers / Senior Account Executives: Joanne Angeles, Elysha Chua
Published: February 2015
360i has made three new hires, taking on Karen Crane as executive director of creative talent, Javier Fuentes as creative director and Heather English as associate creative director. Crane was most recently talent and operations consultant at Karen Crane Consulting and a partner at global executive search agency Grace Blue. Before that, she was director of creative services at Grey, overseeing creative talent development, operations and training. She has also worked at DDB and Martha Stewart Living Omnimedia. Fuentes has worked at agencies including Leo Burnett, CP&B, The Barbarian Group and Vidal Partnership. English previously worked at Grey, on DirecTV, Ketel One and Captain Morgan.
Advertising Agency: GSD&M, USA
Group Creative Director / Art Director: Scott Brewer
Group Creative Director / Copywriter: Ryan Carroll
Associate Creative Director / Art Director: Ross Aboud
Associate Creative Director / Copywriter: Kevin Dunleavy
Account Director: Scott Moore
Account Supervisor: Brittany Hammer
Account Manager: Lauren Bradshaw
Director of Production: Jack Epsteen
Agency Producer: Monique Veillette
Associate Agency Producer: Adrian Weist
Production Company: GO
Director: Christopher Guest
Managing Director: Gary Rose
Executive Producers: Adam Bloom, Catherine Finkenstaedt
Producer: Mark Hyatt
DP: Kristian Kachikis
Editorial: Mackenzie Cutler
Editor: Gavin Cutler
Advertising Agency: GSD&M, USA
Group Creative Director / Art Director: Scott Brewer
Group Creative Director / Copywriter: Ryan Carroll
Associate Creative Director / Art Director: Ross Aboud
Associate Creative Director / Copywriter: Kevin Dunleavy
Account Director: Scott Moore
Account Supervisor: Brittany Hammer
Account Manager: Lauren Bradshaw
Director of Production: Jack Epsteen
Agency Producer: Monique Veillette
Associate Agency Producer: Adrian Weist
Production Company: GO
Director: Christopher Guest
Managing Director: Gary Rose
Executive Producers: Adam Bloom, Catherine Finkenstaedt
Producer: Mark Hyatt
DP: Kristian Kachikis
Editorial: Mackenzie Cutler
Editor: Gavin Cutler
Advertising Agency: GSD&M, USA
Group Creative Director / Art Director: Scott Brewer
Group Creative Director / Copywriter: Ryan Carroll
Associate Creative Director / Art Director: Ross Aboud
Associate Creative Director / Copywriter: Kevin Dunleavy
Account Director: Scott Moore
Account Supervisor: Brittany Hammer
Account Manager: Lauren Bradshaw
Director of Production: Jack Epsteen
Agency Producer: Monique Veillette
Associate Agency Producer: Adrian Weist
Production Company: GO
Director: Christopher Guest
Managing Director: Gary Rose
Executive Producers: Adam Bloom, Catherine Finkenstaedt
Producer: Mark Hyatt
DP: Kristian Kachikis
Editorial: Mackenzie Cutler
Editor: Gavin Cutler
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