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Time magazine delivered the first issue of its big redesign last Friday, so Advertising Age asked an unusual mix of observers -- including media buyers, the editor of In Touch Weekly and Radar's creative director -- to play Monday-morning quarterback and tell us what they would have done differently.
Staid Johnson & Johnson is proving to be marketing's Elvis Presley: While rivals talk up nontraditional marketing without changing measured-media spending habits much, J&J's adopting the King's refrain: "A little less conversation, a little more action."
You've heard it a thousand times: Content wants to be free on the internet. Of course, there's just one little problem with that -- it costs a lot of money to make a lot of that content.
International: Magazines do video, with Brightcove Rodale, Hachette, Hearst team with web-TV company
Magazines' essentially forced march into the video business accelerated today, as Hachette Filipacchi Media U.S. and Rodale unveiled their partnerships with Brightcove, the web-TV company, to help build out their video offerings.
For brand marketers using search, a brand name may be their best asset. That's the finding of a recent Travelocity study, which challenged assumptions around the "portfolio approach" to paid search, a common practice in which marketers buy a wide variety of both brand terms and nonbranded terms -- like when an automaker buys its brand terms but also buys "SUV" or "convertible."
Nielsen's commercial-ratings data hasn't been released yet -- advertisers and networks alike will have to hold their breath until May -- but marketers want to be sure their needs are going to be met as the industry makes the shift from program ratings (how many viewers watched a show) to measuring how many viewers stayed put for the ads.
Viacom has filed a suit against Google for massive intentional copyright infringement of its entertainment properties by YouTube. Besides damages, the suit seeks an injunction prohibiting Google and YouTube from further copyright infringement.
Publishers, marketers, mobile-commerce companies and even a growing group of bloggers are building websites heavy on text and light on simple graphics for quick loading on the mobile phone, whose connection speeds are akin to dial-up connections in the web's early days.
As more consumers go online to research and shop for services, the local-search market is expected to grow to $13 billion in 2010 from $3.4 billion in 2005, according to research firm Kelsey Group.
Maybe it's no surprise that Google's effort to help small and medium-size advertisers buy offline media such as newspaper space and radio spots appears to be working. What is surprising, however, is that the newspaper and radio folks aren't sounding the least bit spooked by it.
Make your brand marketing useful to your consumers. Orient around the big idea. Measure everything. That such mainstream, macro-marketing concepts played starring roles at the inaugural Ad Age Digital Marketing Conference underscored the fact that digital can't exist in a media silo anymore-but instead needs to be central to everything marketers and their agencies do.
Brand relationships and authenticity are, after all, the critical foundations of print. Given the past decade's focus on digital, it might seem counterintuitive that the same qualities that make print unique prime it for success in the attention economy.
Twenty-five percent of those surveyed said they would use mobile Web access more this year. The mobile Internet still has a long way to go before it becomes a mainstream media habit or viable advertising medium, but signs point to heightened consumer interest that should result in more enthusiasm among big brands.
Nokia has announced two mobile advertising services, Nokia Ad Service and Nokia Advertising Connector. Nokia Ad Service is a fully managed service for advertisers to conduct targeted advertising on mobile services and applications.
Procter & Gamble Co. Global Marketing Officer Jim Stengel once famously declared that "today's marketing model is broken." So why, three years after that declaration, is the old model still working so well for P&G, which has been on a sales-growth tear built on record ad spending in the U.S.?
User-driven content and video will take on a greater role at magazines’ Web sites as they seek to make the most of the Internet’s unique properties. That was the message publishing execs sent from the Magazine Publishers of America’s annual digital conference, titled Connecting with the Consumer.
It may be dumping hundreds of millions of dollars into an old-school TV campaign for its latest operating system, but Microsoft expects it will move the majority of its ad budget into digital channels within three years.
The U.S. mobile TV business hit a milestone of sorts this week as Verizon Wireless launched its mobile-TV offering in 20 markets and pioneer mobile-TV company MobiTV said it has surpassed 2 million subscribers worldwide, about three-quarters of them in the U.S.
Procter & Gamble's Jim Stengel described a major cultural shift that he believes is turning the world's largest marketer into a starter of conversations and a solver of consumers' problems rather than a one-way communicator. "It's not about telling and selling," said the global marketing officer of the company that once lived by that simple mantra. "It's about bringing a relationship mind-set to everything we do."
Tony Gulisano has been tapped to oversee the strategic direction and day-to-day operations of Clio, the international awards programme. He is among the most experienced in the field of advertising awards, having served with Clio for more than 25 years.
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