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| Marketing Trends & Research | | |
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- As digital budgets rise, agency and client grasp of ROI erodes
Marketers are increasing their digital budgets while fewer of them grasp their return-on-investment, according to an Econsultancy survey for Responsys. More than 7 in 10 companies say they will spend more on digital, but the number of them saying they have a "good" or "very good" understanding of ROI dropped from 55% to 50%, the study showed. Agencies report that their clients' understanding of digital ROI is also eroding, with 36% ranking it "poor" or "very poor." MediaPost Communications/Online Media Daily
(2/5)       
- House panels look at ways to preserve online freedom
Three House subcommittees held a joint meeting this week to explore ways to guarantee Web freedom on the global stage. The session came in response to a treaty, already signed by 89 nations, that would give countries broader rights to block spam and engage in what has been described as "backdoor censorship." Adweek
(2/5)
| Company Watch | | |
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- AOL renames Advertising.com as AOL Networks
AOL is rebranding its Advertising.com Group as AOL Networks. "The Ad.com brand made people think of the display business" and tended to not be associated with video, says Ned Brody, AOL Networks' CEO. AOL also has new names for its other divisions: AOL Membership Group will be composed of AOL Mail and search, and the Content Brands Group will house online publications such as The Huffington Post. The moves are part of an overarching effort to consolidate and reduce the number of brands the company refers to publicly. Adweek
(2/5)
- Zynga goes mobile in search of missing mojo
Zynga, the company behind some of the most successful social games around, has fallen on difficult times as of late. With social-network users shifting to mobile, Zynga's user base is declining, so the company is working to right itself by bringing its games to mobile devices. "Do I wish that we would have gone all-in on mobile and made a bigger commitment to it earlier? Yes," says Mark Pincus, Zynga's CEO. The New York Times (tiered subscription model)
(2/5)
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- Sony hires BBH New York with next-gen PlayStation likely on deck
Sony has hired Bartle Bogle Hegarty's New York office to handle its PlayStation advertising, after a review that included incumbent Deutsch. Sony is expected to unveil its next-generation PlayStation at an event Feb. 20. BBH New York also handles the creative for the Google Chrome browser and has done work for Axe and Sprite. VentureBeat
(2/5)
| Marketer News | | |
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- Epson runs a "Remote Romeo" contest for Valentine's Day
Epson is running a contest featuring in a Web video in which a young man takes pictures of himself holding signs professing his love for various women. He uses the Epson Connect app on his phone to send the photos to each of those women, finally messing up and confusing recipients. The contest involves suggesting the wronged woman's response to the error via social media. Ten creative winners will receive Epson printers. MediaPost Communications/Marketing Daily
(2/5)
| Interactive Media | | |
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- Budweiser names Clydesdale foal "Hope" following contest
Budweiser has given the name "Hope" to the Clydesdale foal that starred in its popular Super Bowl spot, after getting more than 60,000 suggestions via social media and phone calls. Other popular choices included "Landslide" and "Stevie" after the Fleetwood Mac song (and lead singer Stevie Nicks) featured in the spot. "Many of our fans wanted a name to reflect their optimism and spirit, which the name Hope encapsulates beautifully," says Budweiser Brand Director Lori Shambro. The commercial won the annual USA Today Ad Meter poll for favorite Super Bowl spot. USA Today/The Associated Press
(2/5), Adweek
(2/5)
| IAB News | | |
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- Sold out: IAB Annual Leadership Meeting
Get your name on the waiting list now! Does marketing success derive from a game-changing idea -- the position, the strategy, the slogan; the emotional evocation that differentiates one brand from another -- or can big data lead us to the same results? The conversation dominating the advertising industry dominates the stage at the most important industry event of 2013. Check out the agenda for the IAB Annual Leadership Meeting. Hear from Tim Armstrong, Chairman and CEO, AOL; Jonah Peretti, Founder and CEO, BuzzFeed; Nate Silver, Author, Statistician, and Founder, FiveThirtyEight.com; Jim Speros, EVP and CMO, Fidelity Investments; Susan Wojcicki, SVP, Advertising, Google; and many more advertising thought leaders. Learn more and add your name to the waiting list.
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