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TV may be the most expensive, but it may not be the most effective way of reaching the back-to-school crowd, one study showed.

As the second-most crucial shopping season, back-to-school time attracts big marketing dollars. Last year, the period saw $251 million in advertising spending, up 12% from 2015, according to Kantar Media.

For the period between June and early August, however, parents paid 8% less attention to back-to-school ads on TV than non-parents, according to a study from TVision Insights, which measures consumers’ attention to TV. Parents may be more distracted than non-parents, says Dan Schiffman, chief revenue officer and co-founder of TVision.

Continue reading at AdAge.com

Following a weekend of racial tension and violence, and this week’s conflict-ridden political aftermath, one marketer is coming out with a message of unity. Hyatt Hotels has introduced the next chapter in its “World of Understanding” campaign platform with a video celebrating 50 years of inclusivity dating back to the chain’s Hyatt Regency Atlanta hotel, which opened its doors to civil rights leaders in 1967.

The two-and-a-half-minute video, released Wednesday on digital channels, includes the spoken words of artist Tarriona “Tank” Ball. “When people come together and allow their commonalities to supersede their differences, they cloak themselves in a suit of armor, galvanized by openmindness,” she says in the spot.

Though the message sems timely following the protests by white supremacists and counterprotests in Charlottesville, Virginia, on Saturday and the argument over President Trump’s response, the idea was conceived before any of that.

Continue reading at AdAge.com

Every weekday, we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from 10 million smart TVs. The ads here ran on national TV for the first time yesterday.

A few highlights: Mtn Dew (aka Mountain Dew) serves up two “Do the Dew” ads that are basically product porn — with slow-mo close-ups of frosty bottles as the focus. PayPal positions itself as a competitor to Venmo (without actually naming Venmo) — i.e., a way to quickly reimburse friends for shared expenses through a mobile app. And Dunkin’ Donuts serves up an ad that’s basically a how-to video re: using its new Cold Brew Coffee Packs.

Continue reading at AdAge.com

Amazon’s private label small but surging

Amazon’s private-label program has been rising on the list of worries for marketers particularly the idea that Alexa will automatically steer orders to them. A new report by online sales tracking firm 1010data shows reason for concern but also how far Amazon has to go before its private labels pose threats akin to those of Walmart or even Kroger Co. Amazon Basics, the biggest private label, topped sales of $200 million in the first half, up 56% year over year. But compare that to Walmart and Kroger private labels such as Great Value and Private Selections, which are multi-billion-dollar brands, though the retailers don’t provide precise numbers. Most Amazon private-label sales are in electronics, led by Echo, whose sales double year over year, according to 1010data.

Very superstitious

Continue reading at AdAge.com

(TrendHunter.com) Riding a bike in a race for an extended period is a surefire way to end up with aches and pains afterward, so the this KTM rugged bike is intended to provide some ergonomic support to eliminate this…

(TrendHunter.com) From pastry-wine pairing menus to artisanal funnel cake menus, these gourmet dessert innovations showcase the embracing of halfway healthy dessert options that combine fresh, organic ingredients…

• Read more about Bwin “The Race” (2017) 1:30 (UK)

Steve Bannon once said it was the platform for the alt-right. Its current editors disagree. Is the incendiary media company at the nerve center of Donald Trump’s America simply provocative — or dangerous?

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The North Face, the outdoor apparel retailer, is encouraging people to climb walls in a new campaign.