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Online advertising may be the fastest-growing segment of media spending, but the second-fastest is out-of-home -- so it's only fitting that two of the web's biggest players are angling for a piece of the $7.4 billion expected to be spent on U.S. outdoor advertising in 2007.
Now that out-of-home is expanding into an $8 billion industry that stretches far beyond billboards, it was only a matter of time before interests among the myriad players diverged. Enter the Out-Of-Home Video Advertising Bureau, which opened up shop this week to start educating agencies and advertisers about screens outside the home.
The controversy over whether TV ads cause obesity in children is mounting again as Kansas Sen. Sam Brownback and Federal Communications Commission Chairman Kevin J. Martin unveil plans for a Valentine's Day forum to look at voluntary steps that might lessen the risk.
Behavioral targeting is poised for a $1.5 billion year, according to eMarketer. And it makes sense: While the medium is seeing an influx of new dollars, there's a finite amount of premium contextual inventory for marketers to buy. Behavioral targeting is a way to sell more people-targeted advertising online and better use nonpremium inventory that may not have a natural commercial context.
Just when we were getting used to it, the page view has been declared dead. There are many reasons for its passing, having to do with how web pages are now made and how web content is now distributed. But there is one seismic implication to this - in media, mass is over. Size doesn't matter.
Time chases us all, but it has been gaining on Time magazine particularly relentlessly. So, last week, the venerable US news weekly changed its publication day to Friday from Monday and began a relaunch designed to ensure that the publication, both in print and on the web, regains its former place in the media constellation.
Most marketers wouldn't think of launching TV and print ads without testing them first, but online ads typically have been introduced with little or no testing.
The media conglomerate and research organization known as VNU Media has rebranded as The Nielsen Company. Among the changes that come with the name are the launch of a revamped corporate Web site at Nielsen.com and new corporate graphics. The new identity will be rolled out across all company divisions through 2007.
Young & Rubicam has landed global creative duties on the launch of LG Electronics' new 1080p model of high-definition, flat-screen televisions, the WPP Group agency said.
Google and CBS have spent the last year getting to know one another, and clearly have found that each has something the other can use. Which is why the worst-kept secret in the media world at the moment is the deal the two are negotiating and expect to finalize very soon. That's not surprising-but CBS allowing the search giant entry into the $68 billion U.S. TV advertising business would be.
YouTube is considering creating a linear TV channel compiled from the video clips submitted by its users. Speaking at the Consumer Electronics Show in Las Vegas this week, the vice-president of content, Kevin Donahue, said the company had been considering the idea of a creating TV shows and might even extend that into a full channel.
The internet's effect on newspaper advertising has been "overstated", according to the Trinity Mirror chief executive, Sly Bailey.
PepsiCo is set to change the look of its bottles and cans every few weeks this year, “to attract teens and young adults with images of sports, music, fashion and cars,” the company.
The least-surprising pact Google likely will do all year is an impending one with CBS. Such a deal, according to people familiar with negotiations, includes everything from licensing content to Google Video to giving up radio inventory to Google's fledgling audio advertising service.
About this time a year ago, executives at most large entertainment companies were coming to terms with stock performances that couldn't keep pace with the major averages. Walt Disney, News Corp., Time Warner and Viacom were each off about 10% in 2005. Investors looking for healthy returns more likely found them in new media than old.
The Ogilvy Group is the latest major agency group to realign its so-called activation services in hopes of better serving its clients. The resulting entity, OgilvyAction, is a 36-country, 1,000-employee hybrid of branding-and-behavior specialist .
According to an internal company document, Coca-Cola Co. plans a huge tactical push behind the brand this year to retain cola drinkers in its franchise. Coke Zero, which has no calories but claims a taste profile similar to flagship Coke, "is critical to the health of the portfolio to transition males before they leave" the carbonated soft-drink category.
With more than 200 million U.S. consumers walking around with mobile phones, it's only a matter of time before marketers find a way to fully utilize them as an ad medium.
The Internet is coming into its own as a shopping destination. The findings come from the Top 40 Online Retail Satisfaction Index produced by research company ForeSee Results of Ann Arbor, Mich.
The chip giant has taken over Times Square's bookend video billboards -- the Reuters and Nasdaq signs -- and is allowing people to upload photos of themselves that will appear sometime before the end of the campaign on Jan. 7. Each photo first appears as one image and then begins to multiply into hundreds of smaller ones in a display that lasts about a minute.
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