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December 19, 2012News for marketing professionals

  Breaking News 
 
  • A new formula for Heineken starts with leaving the brew alone
    Heineken is looking toward a future in which the urbanization trend will favor premium brands. The brewer's annual convention in Amsterdam took up the perennial problem of how to make a venerable brew taste palatable to all-important youth drinkers. The answer is not in changing the unchangeable formula, but in surrounding the brand with emotional resonance and associating it with fun, as it did during the Olympics by hosting a Heineken House party place, says Alexis Nasard, chief commercial officer. "Brands should not be governed by a committee. Don't let too many people decide about it," Nasard says. The Wall Street Journal (12/18) LinkedInFacebookTwitterEmail this Story
Is Software Holding Your Agency Back?
Agencies must surmount a unique set of challenges. Like many businesses, they need to arrive at profits after their costs for resources. Agencies must monitor internal and external resource utilization and overall profitability of each project or client. Also, they have creative endeavors that need the support of modern and adaptable technology. Download to learn how NetSuite helps streamline business.
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  Company News 
 
  • Tide Pods surge forward with a focus on efficiency over price
    Procter & Gamble says sales of its single-dose laundry detergent Tide Pods will surpass $500 million in its first year. The Pods, which came to market in February, command 73% of the single-dose market. The Pods don't come cheap, and no price promotions were offered during the launch year, so marketing has focused on the value that the Pods provide through efficiency, according to this article. Advertising Age (tiered subscription model) (12/18) LinkedInFacebookTwitterEmail this Story
  • Facebook to bring video ads to users' news feeds
    Facebook is taking aim at brands' TV ad budgets with a new move to bring video advertising to its users' news feeds. The new video-ad product, which will likely be introduced in the first half of 2013, is expected feature auto-playing video clips that expand to fill much of the available on-screen real estate. The clips will likely be capped at 15 seconds, which could lead brands to experiment with shorter video clips elsewhere on the Web. Advertising Age (tiered subscription model) (12/18) LinkedInFacebookTwitterEmail this Story
  • Other News
Partner with the Big Dog in Programmatic TV
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  Market Trends 
 
  • "Gossip Girl" offered companies stylish tech product demos
    The CW show "Gossip Girl," which ended its run this week, had been a boon for high-tech advertisers seeking sophisticated product integration. Verizon Wireless won exclusivity in a four-way battle against rivals to place phones on the show. Microsoft and Hewlett-Packard also jockeyed for position because the show went beyond brand recognition to product demonstration in a world of evolving technology. "It was really about showing features on a device. We [usually] do about between six and eight scenes in a season of 'Gossip Girl' ... where the characters are using their devices," says Barbra Robin of the CW. Advertising Age (tiered subscription model) (12/18) LinkedInFacebookTwitterEmail this Story
Report: Top 100 E-Retailers’ Email Strategies
Find out how leading e-retailers are using email to welcome new users, recover abandoned shopping carts, and grab customer attention. Learn what companies are doing right, what they can do to improve engagement, and get recommendations on how to make your emails stand out. Download the report
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  Interactive 
 
  • Truvia consumer contest becomes a B2B bonanza
    Truvia's Facebook-orchestrated Turning the Town Truvia contest, where the brand asked fans to say where they'd like to see the sugar substitute, has garnered 35,000 leads and increased Facebook fandom 25%. The campaign has also had a practical business-to-business effect as well, convincing Hilton Atlanta, Hilton Boston Logan Airport, Biaggi's in Chicago and the Fireman Hospitality Group, among others, to adopt the brand. ClickZ (12/18) LinkedInFacebookTwitterEmail this Story
Break The Prisoner's Dilemma in Mobile Ad Fraud
Unfortunately, in the mobile marketing ecosystem, fighting fraud is widely talked about, but when it comes to actions rather than words, no one has a real incentive to truly fight back. Read More to find out what needs to be done to make a change.
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  Featured Content 
 

  People & Personalities 
 
Driving Full-Funnel Results With Video Ads
Nearly $29 billion is being spent worldwide on digital video advertising this year. Are you getting the most out of your video investment? Download this new ViralGains ebook to learn how to use video ads to engage consumers at every stage of the customer journey—from awareness to purchase.
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  AAF Spotlight 
  • AAF Thought Leadership Forum: Utilizing New Technology in Advertising
    Digital 101 + 102

    With the constant evolution of digital technology and a seemingly endless array of tactical resources for advertisers to employ, it is imperative that industry professionals not only familiarize themselves with these resources, but learn how to capitalize on them as well. In April 2013 the AAF will launch its latest Thought Leadership Forum: Utilizing New Technology in Advertising -- a two-part, interactive discussion focused on digital advertising. Through its diverse network of corporate advertisers, media companies, advertising agencies and advertising service providers, the AAF will bring together some of advertising's most influential thought leaders to discuss these topics and more! LinkedInFacebookTwitterEmail this Story
Learn more about AAF ->Home Page  |  Membership  |  Calendar of Events  |  News  |  Job Bank

  Government Update 
  • Netflix social-sharing bill passes House without e-mail provision
    The House has passed a bill backed by Netflix that would allow Facebook users to share video-viewing habits, but privacy advocates are unhappy that a revision to e-mail laws wasn't approved as part of the House's legislation. A provision passed in the Senate version of the bill required law-enforcement authorities to obtain a search warrant before reading e-mails older than 180 days, but that was stripped out in a House committee and is unlikely to be revisited in this session of Congress. "We shouldn't do privacy reform piecemeal. We can't give priority to special interests," says ACLU counsel Chris Calabrese. Bloomberg (12/18) LinkedInFacebookTwitterEmail this Story
  SmartQuote 
The mystery of writing advertisements consists mainly in saying in a few plain words exactly what it is desired to say, precisely as it would be written in a letter or told to an acquaintance."
--George P. Rowell, member, Advertising Hall of Fame

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