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- Marketers get lessons in the "dark arts"
Barter-based media placements have long been considered one of marketing's "dark arts," but they're going mainstream thanks to a new focus on digital ad-sales and a struggling economy. Barter specialist Active International says 60% of its ad-barter deals now have a digital component, and that it's seeking to educate digital sales executives about barter's potential. "We've seen exponential growth in clients' interest and spending in the digital arena," said Jim Porcarelli, Active's chief strategy officer. Advertising Age (tiered subscription model)
(12/17)      
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- Diet Pepsi wants customers to "Love Every Sip" in 2013
The Diet Pepsi brand will be refreshed next year, with a campaign featuring the tagline "Love Every Sip," commercials starring Sofia Vergara and a new sweetener that's intended to give the flavor -- which will be unchanged -- more consistency. TBWA\Chiat\Day will create the campaign, which aims at winning back lost market share and volume. "We need to start talking to ... loyal consumers again, reminding other consumers about the category and getting them to give it a try," says PepsiCo rep Andrea Foote. Advertising Age (tiered subscription model)
(12/17)
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- Amazon is on track to become ad-industry giant, experts say
Amazon is quietly crafting a self-serve real-time-bidding ad platform that taps into exchanges and third-party platforms such as Google's AdX and PubMatic. Given Amazon's ability to track and target its users according to their purchase histories and broader interests, that could turn the e-tailer into an advertising behemoth, experts say. "I think they could become one of the bigger media companies in the next five years or so," says Darren Herman of The Media Kitchen. Adweek
(12/17)
- Kantar: U.S. Q3 ad spending up 7.1% to $34.5 billion
U.S. ad spending in the third quarter rose to $34.5 billion, a more than 7% increase over Q3 2011, and hit $101.3 billion for the first three quarters, up 3.8% year-over-year, according to Kantar Media. The Olympics and elections added $1.8 billion of incremental spending to the period, and 60% of the top 1,000 advertisers spent more than in 2011, explained Kantar's Jon Swallen. TV was the biggest beneficiary of the trend in Q3, with broadcast rising 29.9%. Advertising Age (tiered subscription model)
(12/17), The New York Times (tiered subscription model)/Media Decoder blog
(12/17), Adweek
(12/17)
| Marketer News | | |
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- Nielsen: P&G, AT&T, GM lead ad spending up 2.5% this year
U.S. ad spending rose an average of 2.5% over the first three quarters of 2012, according to Nielsen. The usual big-spending categories led the uptick, with Procter & Gamble, AT&T, GM, Toyota, Ford and Comcast spending the most among brands. Nielsen says the best-liked ads during the period (excluding the Super Bowl) include spots for Ancestry.com, Subway and J.C. Penney, with the top brand-TV integrations credited to Subway, Porsche and Chevrolet, among others. MediaPost Communications/Marketing Daily
(12/17)
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