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November 14, 2012News for marketing professionals

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  Company News 
  • Toys are a big part of Rovio's successful Birds formula
    A Rovio executive credited "a big cross-promotional network and advertising network" for the success of Angry Birds Star Wars, which flew to the top of application-download charts in record time for the company. Toy licensing that takes the characters out of the virtual world have become key promotional tools, says Senior Vice President of Brand Marketing Ville Heijari. Advertising Age (tiered subscription model) (11/13) LinkedInFacebookTwitterEmail this Story
  • YouTube advances the "shoppable" video for brands
    Juicy Couture and Asos are among the brands taking advantage of Google's updated method of creating "shoppable" streaming videos on YouTube. A muted box within the frame alerts users to a shoppable item, and a click takes them to the brand's page. "It makes it more actionable and specific. ... It's about being able to take advantage of that magic moment when you're watching [a video] and want to buy it," says Google's Lisa Green, head of industry apparel. Advertising Age (tiered subscription model) (11/13) LinkedInFacebookTwitterEmail this Story
  • Other News
  Market Trends 
  • Super Bowl is 95% sold out at average of $3.8M per spot
    CBS has sold more than 95% of its Super Bowl inventory at an average rate of $3.8 million for a 30-second spot, and it expects ad revenue to surpass $225 million after it sells the remaining slots. Of the top five big-game advertisers in the past decade, only GM has punted on putting ads in next year's game, with Anheuser-Busch InBev, PepsiCo and Walt Disney taking the top three spots in terms of spending. The GM automotive gap has been filled with other automakers such as Hyundai, says JoAnn Ross, CBS' president of network sales. The Hollywood Reporter (11/13) LinkedInFacebookTwitterEmail this Story
  • Study: A fifth of Web users notice AdChoices icons
    Just 1 in 5 Web users have noticed the AdChoices icons intended to inform consumers about online behavioral advertising, according to a University of Pennsylvania study. The majority of Web users are unsure whether they've ever seen the icon, and almost a quarter insist they've never once seen the icon. Industry representatives argue that 20% brand recognition for a relatively new awareness campaign is a solid foundation on which to build. MediaPost Communications/Online Media Daily (11/13) LinkedInFacebookTwitterEmail this Story
  Interactive 
  • Wendy's mobile ads promote Redhead Roasters to coffee lovers
    A new Wendy's mobile campaign inside the Pandora application aims at increasing in-store traffic and purchases of its Redhead Roasters line of coffee and tea. "People who buy coffee out skew to smartphones, tend to be app users and make decisions about where to go get coffee while on the go," says Director of Digital Marketing Brandon Rhoten. The campaign rewards check-ins after using GPS-enabled devices to guide consumers to the nearest Wendy's. Mobile Marketer (11/13) LinkedInFacebookTwitterEmail this Story
  Featured Content 
 

  Multicultural Marketing 
  • Teneshia Warner: Brands should challenge themselves to evolve
    Marketing to an increasingly diverse American consumer has to "evolve into a cultural competency," diversity marketing consultant Teneshia Warner says in this interview. Citing Procter & Gamble's "My Black Is Beautiful" campaign as one that was profitable and purposeful, Warner says marketers can use social tools to deepen relationships. "Every brand should challenge itself to have a one-on-one relation with each multicultural consumer," she says. Adweek (11/13) LinkedInFacebookTwitterEmail this Story
  • Galvan and Olper find a new home after Totality
    Mauricio Galvan and Leo Olper have become two of the partners at D Exposito & Partners, with Galvan being named chief creative officer and Olper becoming business development and integration officer. The former executives at Havas' Totality unit tried and failed to build a Hispanic shop within a general-market agency before joining the Hispanic independent as a pair. Clients include New York-area McDonald's, AARP and 10 ConAgra brands. Advertising Age (tiered subscription model) (11/13) LinkedInFacebookTwitterEmail this Story
  Government Update 
  • FTC cracks down on brands' overhyped health claims
    David Vladeck, director of the Federal Trade Commission's Bureau of Consumer Protection, has made good on his promise to hold companies accountable for making unproven claims of products' health or fitness benefits. The FTC has clarified the kind of scientific evidence with which companies must back up health claims as it has handled cases against Nestlé, Kellogg's, Reebok, POM Wonderful and others. Instead of simply asking manufacturers to stop making the claims, the FTC has sought large fines and full consumer refunds. Adweek (11/13) LinkedInFacebookTwitterEmail this Story
  SmartQuote 
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable."
--Leo Burnett, member, Advertising Hall of Fame

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