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- Tumblr adds mobile ads, says it expects a profit
Tumblr says it expects to turn a profit for the first time this year after expanding its advertising service to include mobile ads. Officials said the company will avoid launching a standard ad network and will instead focus on providing brands with tools for creative promotional work. "We're not bringing them a template or format to complete," says Lee Brown, sales head. "We're giving them a canvas. That takes a lot of time and a lot of thought." Bloomberg
(3/5)       
| Marketing Trends & Research | | |
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- Study: Featured articles lead content marketing in ROI
Featured articles, videos and white papers lead all other forms of content marketing in return on investment, according to a CopyPress study. But almost half of marketers said videos are "difficult to create" and overpriced. Content marketing at large is getting more attention among marketers. The tactic went from being the leading focus of 18.9% of marketers in 2012 to 34.8% this year, while other tactics such as search-engine optimization and e-mail slipped during the same period. eMarketer
(3/5)
- Cross-channel targeting attracts investor attention
Drawbridge, Leapfrog Online and Tapad are among companies getting attention from investors for aiding the measurement of cross-channel marketing performance and attribution, writes Mary Lisbeth D'Amico. Industry watchers see the nascent technology as still inaccurate and likely to stir privacy concerns the better it gets, but, per Metamorphic Ventures, promising to open a $25 billion ad-display market. "Marketing budgets haven't yet shifted to address the mobile and tablet ad markets, but the technologies of companies such as Tapad and Drawbridge should force CMOs to open up their pocketbooks," says Benjamin Krall, a Metamorphic Ventures analyst. ClickZ
(3/5)
- Web event draws high-profile lawmakers
Lawmakers on both sides of the aisle appeared at a series of panels sponsored by The Internet Association, and spoke in support of Internet and tech issues, writes Katy Bachman. The event comes at a time when Facebook and Google have dramatically increased lobbying efforts in Washington, D.C., and are promoting causes such as immigration reform for the purpose of getting more high-skilled workers. "There will be a very large, fulsome program for high-tech, but our problem is not in that area. We need business groups to understand that to get high-skilled workers we need some give on the low-skilled end," says Sen. Chuck Schumer, D-N.Y. Adweek
(3/5)
| Company Watch | | |
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- Adobe hopes new Marketing Cloud interface boosts collaboration
The new interface for Adobe Marketing Cloud is integral to the company's attempt to eliminate "organizational silos," Adobe's Brad Rencher says. The interface encourages collaboration by allowing single log-in interaction with Adobe's Analytics, Target, Social, Experience Manager and Media Optimizer, and the creation of data "cards" that can be passed among teams. "[T]he promise lies in how it allows teams using different Adobe products to work together -- they don't even all have to be at the same company," Anthony Ha writes. TechCrunch
(3/5)
- Facebook's Atlas acquisition raises data-use questions
Industry observers are speculating on potential conflicts that arise from Facebook's acquisition of Microsoft's Atlas, particularly when it comes to the use of Atlas' data. "How will agencies and advertisers who presently work with Atlas feel about a media owner controlling their ad-serving and campaign-management tool suite, and using their information to sell other services back to them?" asks Pivotal Research senior analyst Brian Wieser. Microsoft, meanwhile, says it is committed to display, and even submitted two new ad-unit formats, "Switchboard" and "Video Filmstrip," which was named an IAB Rising Star. MediaPost Communications/Online Media Daily
(3/5)
| Agency News | | |
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- WPP's merger of G2 and OgilvyAction eyes emerging markets
WPP Group is merging G2 and OgilvyAction in May, forming what it calls the biggest global activation agency, writes Andrew McMains. The "geographic footprint of each agency is complementary with each other and a major purpose of the new organization will be to drive these disciplines more strong into emerging markets," according to a WPP statement. Adweek
(3/5)
| Interactive Media | | |
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- Disney and Cargill talk turkey with QR-code campaign
Disney and Cargill are adding QR codes to turkey-meat packages in a bid to drive demand for the new "Wreck-It Ralph" Blu-ray combo pack. Users can scan the code to get a $5 rebate on joint meat-and-movie purchases. The campaign is aimed at "millennial moms, who are very tech-savvy and utilize digital applications in their everyday lives," says Cargill Turkey brand manager Mary Richardson. Mobile Marketer
(3/6)
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