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- Why tech changes can't diminish the importance of solid branding
Effective branding strategies existed well before the Web -- and even today, most of the word's best-known brands come from a pre-online work, writes IAB President Randall Rothenberg. Technology hasn't changed the fundamental principles of connecting with consumers, so marketers must make sure they don't forget about the basics in the rush to embrace new tools. "Brands and publishers must adopt best-case communication experiences whether it’s a 30-second spot or interactive video ad," he writes. Adweek
(12/11)       
| Marketing Trends & Research | | |
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- Viewability to go mainstream in early 2013
"Viewable impressions" will get a big boost in the new year, when a coalition of advertising industry groups will throw their weight behind the metric, and many third-party analytics services will begin to count only ads that meet viewability standards. Still, don't expect the industry to change overnight, says David Rittenhouse, Razorfish's media director. "Advertisers who care about viewability have already moved," he says. Adweek
(12/11)
- Most brands are still wary of online-video ads, survey finds
Less than a quarter of brands are using online video ads as part of their marketing mix, and only about 1 in 10 brands is relying exclusively on online-video campaigns, according to a Kantar Media study. Internet communications and travel-industry brands were the most likely to embrace an online-only marketing strategy, the study found. ClickZ
(12/11)
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| Company Watch | | |
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- Google ends shopping search in China
Google stopped offering its shopping search service in China this week, citing slower-than-expected traffic as the reason for shuttering its second service in the country in three months. The U.S.-based search giant, which pulled its Google Music Search service in September, said its focus in China will be on building advertising services. Bloomberg
(12/11)
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- Publicis CEO combines levity and sobriety in annual address
Publicis Groupe chief executive Maurice Levy made a YouTube video of his annual address appear to be interactive, with Levy appearing to react to such actions as skipping forward and backward, as a bored or busy viewer might. The content was serious, however, with Levy saying that "the economic crisis put considerable pressure on all of us" and lauding the emphasis on digital and fast-growing markets. MediaPost Communications/MediaDailyNews
(12/11)
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- Toys R Us turns to Pandora to win mobile sales
Toys R Us has launched a campaign using Pandor's iPhone application to drum up holiday-season mobile sales. The retailer is running expandable and audio ads in the app, which can steer users to a customized mobile site where they can view promotions and featured products, create wish lists or shop online. MobileCommerceDaily.com
(12/12)
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- Capital One joins the Pinterest marketing niche with contest
Capital One is running a "12 Days of Pinterest" contest for gift cards through Christmas in conjunction with retail partners Saks Fifth Avenue, Neiman-Marcus, Best Buy and Kohl's. The brand is following PetCo and Second Harvest in exploiting the popularity of Pinterest this season. Adweek
(12/11)
| IAB News | | |
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- Digital Decision Makers Debate the Value of Big Data: IAB annual leadership meeting
Join media, brand and big data experts on Feb. 24–26 in Phoenix for a conversation that changes the way you think about the future of advertising. Explore the impact of big data on everything from politics to buying behavior. Hear how and why The Weather Channel is hiring veteran ad sales leaders to take digital by storm. And do business with the most influential decision makers in digital. Speakers include Curt Hecht, global chief revenue officer, The Weather Channel; David Kenny, chairman and chief executive officer, The Weather Channel; Nate Silver, author, statistician and founder, FiveThirtyEight.com; Michael Wolf, founder and managing director, Activate; and many more. Learn more here. Register before Dec. 25 to save.
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