Marketing news

• Ew: SF’s School Of Thought efforts a fruitcake rebrand in holiday stunt

  14-12-2016 22:28
  
  Fruitcake could very well be the George Costanza of pastry, especially during the holidays. You want to like it, but sometimes, it’s just too much. Pity the poor fruitcake — long banished to the back of the holiday joy line, unless you’re my Aunt Pauline (I still don’t know why she likes this stuff).
  San Francisco indie School of Thought, feeling both charitable and naughty (Santa won’t like that one), took it upon themselves to give fruitcake a fighting chance, in
  
  Read more

• 'The paradox of fraud detection is that the more you reveal ... the easier it is to evade'

  14-12-2016 22:08
  
  Advertisers are increasingly shifting their media spend to mobile with many hoping the relatively regulated app store ecosystem will help mitigate the risk of fraud, but this is increasingly a false hope. The Drum investigates further. 
  Yesterday (December 13) Sizmek published a study warning advertisers of the risks involved when purchasing ad impressions from mobile apps, as it discovered that over half of all Android and iOS apps not from the official Apple App Store or Google Play conta
  
  Read more

• Swiping right just got more interesting as Tinder heads to Apple TV

  14-12-2016 22:02
  
  If swiping left or right on your iPhone wasn’t good enough, Tinder has stepped it up a notch and will now be available on Apple TV via Apple’s Siri Remote.
  Announced through a series of new ads, including one with two young women swiping from their couch, the entire campaign shows potential users what their swipes could look like. Whether that means swiping while mom reads the newspaper, or while grandma naps on the couch, Tinder shows its demographic — which seems to be millen
  
  Read more

• More convenient that Amazon Go, Anything Goes parody encourages a stealth approach to shopping

  14-12-2016 21:17
  
  Just in time for the holidays, the new super-convenient store concept Amazon Go is the subject of a new parody video revealing a competitor to Amazon’s “checkout-free shopping experience," Geekwire reports. Produced by the team at Rooster Teeth, the parody is called Anything Goes, using the same narrative as Amazon's real Go video, it instead illustrates how stealing is much more efficient and convenient.
  The new video opens with the question, “Four years ago we started to wond
  
  Read more

• Advertisement

• More convenient than Amazon Go, Anything Goes parody encourages a stealth approach to shopping

  14-12-2016 21:17
  
  Just in time for the holidays, the new super-convenient store concept Amazon Go is the subject of a new parody video revealing a competitor to Amazon’s “checkout-free shopping experience," Geekwire reports. Produced by the team at Rooster Teeth, the parody is called Anything Goes, using the same narrative as Amazon's real Go video, it instead illustrates how stealing is much more efficient and convenient.
  The new video opens with the question, “Four years ago we started to wond
  
  Read more

• Cat selfies are a thing now thanks to a new app (which also raises money for the SPCA)

  14-12-2016 20:45
  
  While cats have arguably ruled the Internet since time immemorial, there is one sector that has remained untapped by felines – at least until now: Selfies.
  Thanks to interactive digital content firm Current Studios and its Candid Catmera app, however, cats can finally give the Kardashians a run for the money within this all-important segment of social media.
  And, naturally, independence-loving cats don’t need help from their owners to use Candid Catmera – after paying for it an
  
  Read more

• CMOs struggle to deliver on the promise of the omni-channel approach, survey suggests

  14-12-2016 20:16
  
  Marketers are struggling to deliver on the big promise of true omni-channel alignment across both digital and physical worlds, according to a new study from the Chief Marketing Officer (CMO) council released today. According to the research, one of the biggest challenges for marketers in 2017 will be understanding the connected customer journey across all touch points and how best to interact on a more personal, content-rich level.  
  While digital engagement continues to grow and dominate t
  
  Read more

• The 10 Essential Advertising People of the Year: No. 7 Post-it Note Warriors

  14-12-2016 20:14 via campaignlive.com
  
  In a tough year, the colorful competition between Manhattan agencies reminded us that advertising is supposed to be fun.
  
  Read more

• Advertisement

• Five reasons Amazon Go isn’t necessarily the future of shopping

  14-12-2016 19:37
  
  At first blush, Amazon Go – what the e-commerce giant called “a new kind of store with no checkout required” – might seem like a bold step forward in retail. Dubbed Just Walk Out Shopping, Amazon said consumers will use the Amazon Go app to enter the store, take the products they want and leave without any additional hassle.
  It’s arguably an advance for so-called seamless shopping, which, at the end of the day, is mostly about getting consumers what t
  
  Read more

• RKCR/Y&R vice-chairman Hoad resigns

  14-12-2016 19:21 via campaignlive.co.uk
  
  Alison Hoad, the vice-chairman and former joint chief executive of Rainey Kelly Campbell Roalfe/Y&R, has resigned from the WPP agency.
  
  Read more

• The Guardian's new 'Hosted by' platform gives brands an opportunity to publish their own content

  14-12-2016 18:53
  
  The Guardian has launched a new native advertising offering, Hosted by the Guardian, allowing brands to host their own content on site instead of working with the publisher to align themselves with editorially-led native features.
  It means advertisers create the content themselves, instead of the publisher creating content on behalf of the brands in a native editorial format that doesn’t feature products or information about the brands, as is the case with Guardian Labs.
  The Hosted platfor
  
  Read more

• Neustar to be taken private in deal valued at nearly $3bn

  14-12-2016 18:12
  
  In a further sign of the industry’s ongoing consolidation, martech outfit Nester has today (14 December) announced that it is to be taken into private ownership by an investment group led by Golden Gate Capital in a deal valued at approximately $2.9bn. 
  Neustar announced that it has entered definitive agreement to be acquired by the private investment group with the transaction including debt to be refinanced and that the terms of the agreement had been unanimously approved by Neustar
  
  Read more

• ITV launches new PPV box office platform after acquiring exclusive rights to Chris Eubank Jnr upcoming title fight

  14-12-2016 17:42
  
  ITV is stepping up its sports offerings with a new Pay Per View (PPV) platform that will launch with the exclusive UK broadcast rights to Chris Eubank Jnr’s next world title fight.
  The broadcaster has acquired the rights to Eubank Jnr’s IBO world super middleweight title bout with Renold Quinlan on 4 February 2017 and will show the event on the newly created ITV Box Office.
  Boxing in the UK has undergone something of a populist revival recently thanks to the likes of Anthony Joshua,
  
  Read more

• Red Bull TV brings together founders of Reddit and Twitch for AMA to promote 'The Ripple Effect'

  14-12-2016 17:39
  
  Red Bull TV is hosting a major AMA ("Ask Me Anything") tonight at 7pm PT on Twitch to promote season two of "The Ripple Effect,", a business series featuring stories of the world’s most innovative, inspirational and ground-breaking entrepreneurs. The founders of both Reddit and Twitch will join together to answer questions.
  This is a major sign that Red Bull TV is interested in going beyond promoting their traditional programming around extreme sports. AMAs, for years have become
  
  Read more

• Ad industry warns of ‘dangerous’ new online privacy rules

  14-12-2016 17:37
  
  The advertising industry has voiced its concerns about “dangerous” new EU privacy rules set to come into place, arguing it could “destroy the internet’s business model”.
  The European Commission is in the midst of overhauling its data protection and privacy laws. After the approval of the General Data Protection Regulation and the Data Protection Directive for Law Enforcement Agencies, it is now reviewing the e-Privacy directive.
  The directive contains rules on onli
  
  Read more

• 46% of US households are 'addressable' but the UK leads in tech advances in TV marketing, says RTL Group's Rhys Nöelke

  14-12-2016 17:37
  
  With recent estimates that 46% of US households can receive individually-targeted TV ads, through "addressable" TV advertising, the UK actually maintains the lead in incorporating tech into this model, says one executive with a multi-country view of the opportunity.
  “We see, in the addressable TV world  very much with the UK is at the forefront,” said  to Rhys Nöelke, the strategy senior vice-president for German-based RTL Group, the FremantleMedia owner that also has
  
  Read more

• It's all part of the packaging: how marketing can solve the problems food and drink brands face

  14-12-2016 17:22
  
  The food and drink industry faces criticism from every angle. From government regulations on the advertisement of alcohol, society’s pressures to keep trim and slim and ‘Lean In Fifteen’, to the impact of waste and resource on the world’s rising temperature; food and drink brands have to cater for any possible criticism.
  Members of The Drum Network came together to discuss how marketers can guide brands through their issues, making things taste a little sweeter (without a
  
  Read more

• James Corden shows his love of YouTube with surprise musical performance at Brandcast

  14-12-2016 16:46
  
  Earlier this week James Corden hosted YouTube’s annual Brandcast event, and surprised guests with a musical tribute featuring a range of online stars, including Dan Howell and Phil Lester.
  The short YouTube appreciation referenced the wide variety of videos found on the sharing platform as Corden re-enacted the popular Mannuquin challenge and acted out a beauty tutorial.
  Towards the end, the Carpool Karaoke creator and Late Late Show host referenced a number of online personalities includi
  
  Read more

• England’s Euro 2016 defeat most tweeted TV moment of the year

  14-12-2016 16:38
  
  In a year that will go down in history as one of the most unpredictable of recent times, it is perhaps only fitting that England’s shock defeat to footballing minnows Iceland was the most tweeted about TV event of 2016.
  The UEFA European Championship game, screened on ITV1 on 27 June, generated 2.1 million tweets from 585,000 unique authors, over a million more tweets than the next most tweeted about sporting event, the Euros clash between England and Wales earlier in the competition.
  Dat
  
  Read more

• NFWI: Marketing and Communications Manager

  14-12-2016 16:29
  
  £33,106 per annum:NFWI:
  The WI is the largest women’s organisation with almost 220,000 members.
  Abingdon, Oxfordshire
  
  Read more

• Creativity or conformity? The Drum's Diversity Census suggests marketing has a long way to go when it comes to inclusion

  14-12-2016 16:29
  
  Every now and then, the advertising industry becomes fixated on a particular central theme that dominates all discourse. We’ve had the year of mobile (please, never again) and the rise of programmatic. For a few years now, attentions have rightly been turned to the industry’s talent, and the question of how best to recruit and retain a diverse workforce. And now, as we approach the end of 2017, the topic of diversity is in danger of hitting saturation point.
  Yet despite the rate at w
  
  Read more

• Ford is launching ‘cars with personality’ to change perceptions

  14-12-2016 16:13
  
  In keeping with founder Henry Ford’s ethos of bringing products to the masses, car marque Ford’s future focus is on increasing accessibility to electric cars, autonomous vehicles and launching its shuttle services in European cities.
  But while the brand has its sights firmly set on the future it is not complacent enough to ignore the present. While Ford’s ‘brand love’ is still strong, it does have something of a perception challenge, according to Richard Beard
  
  Read more

• Leaked EU proposals cracking down on data consent victimise publishers, says the IAB

  14-12-2016 16:00
  
  Leaked privacy proposals from the European Commission, which would disable websites and browsers from being able to track people’s online behaviour and target them with advertising unless they have opted-in, has been denounced by the Internet Advertising Bureau (IAB) for victimising publishers.
  The strict new privacy proposals, which intend to crackdown on the way browsers and websites like Google and Facebook process consumer data, would force such parties to invite users t
  
  Read more

• Movidiam’s how-to guide to getting that video brief right

  14-12-2016 15:52
  
  Creating a video brief is no easy feat. It forces one to consider some difficult questions about ones business including “what are the objectives and desired outcomes of creating the video?” After those brain teasers, it’s also quite difficult trying to select the right production partners. A video brief is a crucial first step in creating video content that will drive results. Having been on the end of detailed briefs, and at other times at the end of a phone call with a
  
  Read more

• Twitter takes on Facebook with Periscope-powered live video feature

  14-12-2016 15:42
  
  Twitter is taking on Facebook with a new feature that will let users broadcast live video directly via an integration with its live-streaming service Periscope. 
  The social network has unveiled a campaign inviting users to #GoLive, bringing Periscope closer to Twitter's own core product - something the company has been doing little by little since it snapped up the service in March last year. Tweeters using the platform's mobile app on iOS and Android will no longer have open the
  
  Read more

• Social media data is key link for addressable TV marketers tuning in to interests, preferences and TV habits of consumers

  14-12-2016 15:35
  
  Marketers have just begun to scratch the surface of mining the biggest behavioral data set ever amassed: social media.  With more than 1.5bn social media users in its database mapped to 250,000 interest categories, “There’s just so much there,” says Josh Dreller, VP of product marketing at multi-screen analytics and activation provider 4C Insights which traffics in real, observed behavior.
  The company’s algorithmic insights are derived from Facebook and Twitter&rsquo
  
  Read more

• Why innovation in large organisations should be a SPRINT, not a marathon

  14-12-2016 15:27
  
  The last 10 years have seen a number of technology startups transition from small disruptive teams into established global companies with thousands of employees.
  Companies such as Spotify, Netflix and Slack have experienced exponential growth, with the media frequently charting their progress through revenue, valuations or head count. However, perhaps one of the most remarkable successes away from the numbers has been the ability of these companies to not only grow ‘big’, but to main
  
  Read more

• Get ready for the Ad Breakers Christmas Special, premiering tomorrow on The Drum

  14-12-2016 15:25
  
  What better way to celebrate the season of peace and goodwill than critiquing the biggest creative work of the festive period?
  Tomorrow (14 December) will see two new executive creative directors sit down on the Ad Breakers sofa: Cheil’s Caitlin Ryan and J. Walter Thompson London’s Russell Ramsey.
  This time, The Drum asked you the audience to select this week’s ads; predictably you demanded that the three biggest Christmas spots of the year – John Lewis’ Buster the
  
  Read more

• Programmatic capabilities for B2B marks partnership between Bombora and Dstillery

  14-12-2016 14:09
  
  Dstillery, a digital intelligence firm, and Bombora, a provider of B2B intent data, today announced that the two companies are partnering to deliver a programmatic solution.  Marketers will now be able to leverage programmatic advertising and analytics with the benefit of active research for B2B business targets.
  "As business marketers rush to embrace Account-Based Marketing (ABM), successful B2B media campaigns won't just reach companies, they will reach only the right target companie
  
  Read more

• Sony partners with YouTubers to launch PlayStation Giphy channel

  14-12-2016 14:00
  
  Sony is attempting to strengthen its presence on social with the launch of an official PlayStation Giphy account that will be populated by a selection of YouTubers.
  The move will help market some of PlayStation’s biggest properties by allowing users to share standout gaming moments in their online conversations.
  The Livity-created PlayStation Giphy hub launches with around 20 gif games such as Destiny, Little Big Planet (LBP) and Fifa. The moments capture things like red cards in Fifa, Sad
  
  Read more

• Escape from prison in Telemundo's virtual reality experience

  14-12-2016 14:00
  
  To excite for the new drama series "El Chema", Telemundo launched an exclusive 360°/VR experience called 'The Chema: A 360 Escape'. The experience allowis viewers to undertake a tunnel escape from prison just like the series' central character Chema Vengas, who is also known as El Chema. The series "El Chema" premiered on December 6th, and is a spin-off of the popular crime drama "El Señor de los Cielos". It chronicles the back story of how Chema Venagas came to power to eventual
  
  Read more

• Why American Eagle Outfitters is betting early on Snapchat Spectacles

  14-12-2016 13:32
  
  The fit between Snapchat and apparel brand American Eagle Outfitters is clear, both share the same young, trend-aware audience, but as Snapchat Spectacles has only launched in the US, the surprise is that the brand is taking an early punt on the platform in Hong Kong.
  The campaign, by TBWA, is a Christmas extension to the brand’s platform #WeAllCan, which intends to place the brand in the middle of its audience’s passions and concerns. Primarily an influencer campaign, part of the co
  
  Read more

• Happy brands will always win in 2017

  14-12-2016 13:19
  
  It’s Christmas time and this means mince pies, twinkly lights and, inevitably, Christmas adverts – which this year have been surprisingly cheery.
  2016 has delivered a series of political and social curveballs and that’s why ads like John Lewis’ Buster the Boxer have been so warmly received. We’ve seen a distinct shift from the 'sadvertising' of 2015 to this year’s positive campaigns. Featuring a little girl and her pet dog, and following criticism that last ye
  
  Read more

• Purch partners with Index Exchange for new chapter in video header bidding

  14-12-2016 12:58
  
  Content marketing company Purch has partnered with Index Exchange for a new server-to-server integration for video header bidding.
  The integration will allow Purch to simultaneously auction banner and video ads with unlimited demand sources without adding any extra latency on the page.
  The development is built on years of Purch's programmatic innovation with standard media and will ultimately improve transparency and competition for publishers and third-party exchanges.
  "One of the biggest chall
  
  Read more

• A manifesto for public relations in a post-truth world

  14-12-2016 12:46
  
  The UK European Union referendum and US election are a huge wake-up call for the communications trade, writes Stephen Waddington. Purpose, post-truth communication, polling, social capital, diversity, activist leadership and media bubbles mean many of the old ways of engaging the public are no longer fit for purpose.
  Few people in the public relations business predicted the outcomes of either the European referendum or the US election. The public stuck two fingers up at political elites in both
  
  Read more

• The way people access entertainment has changed – why haven’t ads?

  14-12-2016 12:10
  
  Back in 1983, screenwriter William Goldman claimed that "nobody knows anything. Not one person in the entire motion picture field knows for a certainty what's going to work”. While this may well have been true of the Hollywood film industry at the time, in today’s data-driven world of online advertising, it could be argued that we have the opposite problem: now we have the power to know everything, but we still don’t seem to know exactly how to capture our audience’s imag
  
  Read more

• Netflix and Amazon coming up short on mobile devices as viewers continue to consume content in-home

  14-12-2016 12:09
  
  Video streaming services like Netflix and Amazon are falling short of their potential on mobile devices, according to new research on OTT viewing habits which shows that 98% of video content is consumed in-home.
  Market research firm GfK, found that while 90% of the UK’s OTT users have access to a mobile device, only 4% used smartphones to watch content and just one in 10 used a smartphone.
  The study revealed that having invested in a subscription to one or more video services, viewers are
  
  Read more

• Is YouTube about to play nice with TV broadcasters?

  14-12-2016 12:07
  
  Complementary isn’t a word to best describe YouTube’s relationship with the TV industry and yet it seems the video service wants it to be moving forward.
  Antagonistic, provocative and disruptive are adjectives that normally dominate column inches when the video service decides to talk about television. But at its annual Brandcast sales pitch to advertisers, the company’s senior executives took a softer approach that was far from the anti-TV stance it took at last year’s e
  
  Read more

• 2016 TV Year in Review: Scott Ferber, Founder and CEO, Videology

  14-12-2016 12:01
  
  The below post is part of Found Remote's 2016 Year in Review guest post series and is written by Scott Ferber, Founder and CEO, Videology.
  The Future of TV: What We Learned in 2016
  Continued Growth, with bigger changes on the horizon
  The pace of change in advertising in 2016 was slow and steady, with no major upheavals, but rather, hints of things to come. That in itself is indicative of an industry growing more mature, more attuned to the alignment of technology, data and content. Perhaps
  
  Read more

• Becoming digital custodians – Andrew Grill's new blog tackles transforming old business models

  14-12-2016 11:54
  
  Recently I was asked to be the keynote speaker for a large UK company. I am often asked to be the “external” presenter – someone who can amplify a message that may have already been communicated by senior management. The fact that it comes from an outside source gives it some credibility even if it is a similar message.
  The company in question had gathered their entire digital team – some 300 people from around the country – for the first time in many months.
  My rol
  
  Read more

• Seven data-driven marketing predictions for 2017

  14-12-2016 11:21
  
  Data and analytics have become indispensable for marketers during 2016, yet most of us would agree that we’ve barely scratched the surface of what’s possible. 
  Here are seven data-driven marketing trends that I predict for 2017:
  Marketers will adopt advanced marketing attribution to optimise marketing
  Improving marketing attribution has been high on our client’s agenda lately. Now, and in the upcoming year, measuring attribution will be done at an advanced level and market
  
  Read more

• Introducing our 2016 TV Year in Review guest post series

  14-12-2016 11:00
  
  Last year when introducing this series, I wrote that when it comes to TV, “the more things change, the more they stay the same.” This year, I’m not so sure.
  Covering this industry for the past three years, I've learned to take all hype with a grain of salt. But 2016 felt different, and it’s because what was once only talked about in ‘the trades’ is now squarely in the mainstream.
  Chewbacca Mom showed the power of Facebook Live, a platform that hasn’
  
  Read more

• Disaronno sours: getting the PR platform right

  14-12-2016 10:58
  
  With over 7,000 food and drink brands in the UK it’s now essential that companies think creatively about integrated marketing across multiple channels in order to generate cut-through in a crowded market.
  Platforms such as Twitter, Facebook, Periscope, Snapchat and Instagram have transformed the way the food and drink industry promotes itself, especially since the rise of major league foodie bloggers who have such a high authority on social networks that one post from them can see a big re
  
  Read more

• Google sums up 2016 with Pokemon Go, iPhone 7 and Donald Trump

  14-12-2016 10:10
  
  With 2016 set to fall off the calendar Google has prepared its now customary roll call of the top search terms used over the past 12 months; with Pokemon Go, iPhone 7 and Donald Trump leading the way
  The trending terms illustrate what topics served to grab the public’s attention the most over the past 12 months with an addictive monster hunting mobile game doing most to sway search criteria.
  Technology was further represented by the number two spot, occupied by Apple’s iPhone 7, whic
  
  Read more

• Google launches self-driving car brand called Waymo

  14-12-2016 09:05 via campaignlive.co.uk
  
  Google's parent company, Alphabet, has spun off its self-driving car project into a separate entity called Waymo.
  
  Read more

• Trends for 2017: Augmented reality, agency relationships & diversity

  14-12-2016 08:55
  
  AR and VR grow up
  It is not surprising to see consumers walking around with their eyes glued to smartphones but when droves of people are running around trying to capture a Pikachu, it attracts attention.
  The success of augmented reality (AR)-based game Pokémon Go has opened up brands to the potential of the technology and next year we will see more consumers ready to engage with AR via their smartphone if it provides value and entertainment.
  Caspar Thykier, CEO and c
  
  Read more

• The Drum Digerati 2016: Who are the top 25 most influential individuals in UK digital?

  14-12-2016 08:55
  
  Today The Drum reveals the Digerati, its annual celebration of the top achievers in the UK digital industry.
  Established in 2013, The Drum's Digerati is now in its fourth year and shines a light on influential individuals working in the UK digital space.
  After calling on our readers to tell us the people they have most admired this year, and then decide the shortlist, our editorial team and the Dadi Awards judges worked together to carefully curate the final 25.
  And as a
  
  Read more

• Channel 4 to air 50mph freefall dive stunt as live ad break for 'Assassin's Creed'

  14-12-2016 08:41 via campaignlive.co.uk
  
  Channel 4 is hoping for its own Red Bull "Stratos" moment by airing a live stunt to promote the upcoming Assassin's Creed release in cinemas.
  
  Read more

• Messaging app Line signs deal to reward users for interacting with ads

  14-12-2016 02:00
  
  Line has signed a deal with Tapjoy which will see the ad tech business integrating into the messaging app for ads that reward the user for interacting.
  The new ads will let Line’s users, which total over 220 million people primarily in Asia, to earn ‘Line Points’ by engaging with advertisements from Tapjoy’s ad partners. The points can then be used to buy stickers, themes and other types of content on the app.
  Steve Wadsworth, president and chief executive of Tapjoy, said
  
  Read more

Follow @marketing_UKnws on Twitter!