Business Archive

The reverse Vice: Why agencies are becoming media companies

By Shareen Pathak @ Digiday

But there are holdouts — and traditional approaches — even to this. Ian Schafer, the founder of Deep Focus and now the chief experience officer at Engine Group, which inked a deal with Dash Radio to create sponsored video content for Dash’s music service, said the world of content is “ripe for turnover,” paving the way for everyone — including agencies — to become publishers.

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Watch the Newest Ads on TV From Sprint, Xfinity and More

By Advertising Age

A few highlights: Dannon says it’s “rethinking light yogurt” with its Light & Fit Greek nonfat yogurt line (e.g., it has no artificial sweeteners). Xfinity Mobile promotes its “pay per gig” and unlimited plans, pointing out that you can easily switch between those options when you want. And Sprint strikes directly at Verizon, creating a parody of the latter’s ubiquitous ads starring Thomas “Silicon Valley” Middleditch.

AT&T in talks to buy up Otter Media.

By Cynopsis

Tweet of the week: @senoritacruzz: Wow what an opening #GameOfThones. Canvs, the emotion analytics company, analyzed tweets about TV and streaming programming from July 12-18 using Twitter data from Nielsen. Insights from the 1,823,031 tweets expressing a specific Emotional Reaction (ER) include: – Tops in crazy: the season 7 premiere of HBO’s Game of Thrones, where the opening with Arya Stark had viewers gasping in shock. (A surprise cameo by Ed Sheeran later on also prompted expressions of craziness.) – Congratulatory messages blew up during the 2017 Wimbledon Championships on ESPN, with fans applauding Roger Federer on his eighth title. – People were freaked out during an episode of Ghost Adventures on Travel Channel that featured a particularly creepy gnome statue in a sketchy hallway in an abandoned nursing home. – Canvs
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INTO THE FOX HOLE

By Jeanine PoggiAdvertisingAge

In the chaos, it’s easy to forget that advertising in TV news is not like buying time during “Empire,” “The Big Bang Theory” or “The Walking Dead.” While household-name advertisers buy commercial time in cable news, Fox News’ biggest advertisers this year so far primarily consist of pharmaceutical brands like Prevagen and Aleve, financial and insurance companies like Liberty Mutual and Allstate, and direct-response advertisers like MyPillow, Untuckit and Australian Dream cream, according to iSpot.tv. When dozens of big brands pulled out of “The O’Reilly Factor,” many of the show’s regulars stayed the course.

Thursday Nights, Not a Pretty Picture for TV Networks

By Anthony CrupiAdvertisingAge

While the studios last season essentially spent the same amount of dollars ($280 million) on total-day Thursday TV inventory as they did in 2015-16, prime time investment on the night fell about $20 million to $140.4 million, per iSpot. And while that’s more or less a rounding error for an industry that dropped 100 times that amount on TV marketing over the course of the 35-week season, it’s difficult to overstate the significance of where Thursday nights now stand in relation to the rest of the calendar. Having already dropped to third place among the studios’ top targets in total-day spend, Thursday prime ranked fourth in 2016-17 behind Sunday night ($242 million), Monday night ($165.1 million) and Wednesday night ($163.5 million).

Hashtags’ Boom in TV Commercials Is Over

By Will JarvisAdvertisingAge

The past five years have also seen the rise and fall of marketers using hashtags to drive calls to action. In 2012, under 2% of national TV ads used a hashtag to drive consumer interactions, according to the iSpot.tv research. Hashtags quickly became more relevant, hitting their peak in TV commercials in the fourth quarter of 2014, when 8% of national ads included them.

Mitsubishi Airs Most-Viewed Car Commercial

By WardsAuto

A Mitsubishi spot jumps from third to first place to rank as the most-viewed car commercial from July 10-16, according to rankings compiled by iSpot.tv for WardsAuto. The Mitsubishi ad, which garnered the highest number of TV impressions across national television broadcasts during the period, touts the ’17 Outlander and Outlander Sport.

Nick Gives ‘Kids’ Choice Sports’ TV’s Biggest Promo Push

By Jason DamataBroadcasting & Cable

On the strength of 215.9 million TV ad impressions for promos leading up to its July 16 telecast, Nickelodeon’s Kids’ Choice Sports Awards takes our No. 1 spot. FX’s vampire horror drama, The Strain, which entered its fourth and final season on July 16, takes second.

TV Advertisers Spending More to Promote Websites

By Jon Lafayette @ Broadcasting & Cable

Spending on phone ads was much higher than spending on ads featuring hashtags, iSpot.TV said. Since 2012, the percentage of TV commercials containing the sponsor’s URL has hovered at about 60%. In 2017, 57% of TV ads contained a website call to action, iSpot.tv said.

Watch the Newest Ads on TV From Realtor.com, Wells Fargo, Blue Buffalo and More

By AdvertisingAge

A few highlights: A Realtor.com spokeswoman suggests that there’s nothing more American than home ownership — as she takes in a baseball game over a slice of apple pie. A dog owner says she’s feeding her puppy, Ernie, Blue Buffalo brand dog food because “He’s family, so I’m going to feed him like family.” And a grandmother schools her grandson on how to use his Wells Fargo app — and points out that he can also use his phone to call her.

LinkedIN Launched Native Video. This a Good Thing?

By Jason DamataTVREV

It’s worth noting that major brands like Adidas, Nike, REI and others are already leveraging (live) video to speak to consumers and internally to speak with its sales force and employees using a safe environment provided and produced by Brandlive. The brands now leverage the social networks to promote what they are doing on their owned and operated properties.

6 Startups Using AI For Movies & Entertainment

By Nanalyze

It claims customers have seen an average increase of 70 percent in video views retention. How? As one IRIS.TV official explains in a company blog: “The information we passively collect during consumer video viewing experiences informs our machine learning, and helps populate more relevant videos going forward. Data creates our intelligent video distribution models, helps clients monetize their video archives, and helps set that content up for increased discovery within the publisher’s own platform.”

Watch the Newest Ads on TV From Google Pixel, Honda, Chex Mix and More

By AdvertisingAge

A few highlights: Google’s Pixel presents the “springs of summer” — people hopping, skipping, jumping and otherwise going exuberantly airborne as they celebrate the season (and create photo ops for their Pixels). Honda hypes its Summerbration sales event with a series of vividly colored summery scenes. And Chex Mix gets nostalgic for that time (in late 1992) a boy named Joel discovered the particular Chex Mix mix … and got to “tongue-kiss” a cute girl.

 

Media: Kelly’s ratings drop

By The Business Journals

Ad Age lauded Jockey’s ad featuring DePrince as one of the best of the week in the AdAGE/iSpot Hot Spots “new and trending TV commercials.” The spot “offers a glimpse of her harrowing personal journey in support of Jockey’s “Show ’em what’s underneath” campaign,” per Ad Age.

 

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Brandlive Announces Oia Partnership

By Snowboardingdotcom

“We are excited to be partnering with OIA and extending Brandlive’s benefits to their membership,” said Tony Pullen, Brandlive’s VP of Sales. “Brandlive and OIA both believe that the live video experience should be owned and operated by the manufacturers and their product experts. OIA members will be able to use Brandlive’s platform to connect in real-time with their sales teams, rep groups, retail associates and consumers, and to conduct educational and sales-driven meetings that are highly interactive.”

Brands That May Benefit From Colbert’s Rusia Week

By Annie EdwardsTVREV

We used Canvs, the emotional analytics company, to analyze nearly 40,000 tweets about the show. The results? Viewers are hot and heavy in their honeymoon period with Mr. Colbert — 10% of reactions are specifically about the handsome host. A note about the “idiot” reaction — that’s referring to Eric Trump and Donald Trump, while the “love” emotions pertain to Colbert’s show. And the truest sign of Colbert’s success may be that small group of passionate haters.

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The Brands That Will Win From Colbert’s Russia Week

By Annie EdwardsTVREV

We look at the ad completion rates, which iSpot.tv measures from the time an ad spent on the glass. CBS advertisers should be seriously stoked about post-Election Colbert, since 114 out of 191 brands posted completion rates over 90%, with Colbert boasting an average view rate of 91.4%. That’s a BFD, and some of these brands even ranked into the creme-de-la-Colbert, all earning completion rates above 97%: PETCO, Stella Artois, Heineken, Volkswagen, Netflix, Cheetos and 5 Gum. Bravo, people can’t get enough of your beer, Stranger Things, and orange fingers. And for the record, none of these brands made it into The Late Show’s top five spenders over the past two and a half months– money can’t buy a good creative.

Watch the Newest Ads on TV From Jockey, Lululemon, Infiniti and More.

By Advertising Age

Among the new releases, Michaela DePrince, a ballerina from West Africa, offers a glimpse of her harrowing personal journey in support of Jockey’s “Show ’em what’s underneath” campaign. Lululemon offers a rather intense take on what yoga means to different people in an ad that closes out with the message “This Is yoga.” And Infiniti serves up an ad that at first seems like a scene from an action thriller, but ends up being about (spoiler!) a supportive family.

Is Whitelisting a Win-Win for Brands and Influencers?

By Harvey SchwartzMartech Series

However, WHOSAY data from over 400 influence campaigns indicates that paid efforts with influencers are converting views and audiences into sales with far greater efficiency. In this regard, the allure of influencers is powerful. Their involvement brings measurable eyeballs to your messaging and if the creative is strong it will create third-party support that’s akin to word-of-mouth recommendations. But brands are not just paying for the access to that audience. They’re paying for everything that influencer stands for as well.

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Travel This Week: What To Expect?

By Dennis SchaalSkift

You can expect to see a lot more of the Trivago Guy and Trivago Woman tandem in U.S. TV advertising this week along with that cute owl character from rival TripAdvisor. Over the last week, according to iSpot.tv, Trivago has seemingly pressed its spending advantage, outspending TripAdvisor by an estimated $9.5 million for Trivago versus some $2.9 million for TripAdvisor margin. Will one of them adjust their media-buying strategy this week to seek advantage?