Advertising

Yesterday, the marketing world was up in arms over Nutella sending a cease and desist to the brand's biggest fan, Sara Rosso. Seven years ago, Rosso created World Nutella Day which now has 40,000 followers on Facebook. Nutella claimed the page was an unauthorized use of their intellectual property and trademarks. Oh how quickly the tide turns for brands when they realize lawyers are clueless and consumers run the show. Following the kerfuffle, Nutella has dropped its cease and desist order and issued an apologetic statement to Italian news site Corriere della Sera which the Huffington Post translated: "A positive contact between Ferrero [Nutella's parent company] and Sara Rosso, owner of the non-official fan page called World Nutella Day, closed the case. Ferrero wishes to express its sincere gratitude to Sara Rosso for her passion for Nutella, a gratitude it extends to all the fans of the Nutella World Day." Corriere della Sara explains the initial issue stemmed from a "routine procedure in defense of trademarks, activated following improper use of the Nutella trademark within the fan page." Hmm. Sounds like the brand has a bunch of robots running things. In any case, the kerfuffle is over. Everyone good now? Can we go back to business as usual? And could all the seemingly social media-illiterate lawyers in the world please attend a Social Media 101 class so we can avoid any further idiocy? No wait, don't! Otherwise we wouldn't have anything fun like this to write about.

ADOTAS – Yesterday, just prior to Microsoft’s press conference introducing the Xbox One, we posted the results of a Synthesio study that showed the strong social buzz the announcement had engendered. If our site analytics are any indication, Synthesio’s study was spot on. Our coverage of the Xbox Reveal, which included two live video feeds, the Synthesio post and a live Twitter feed, spurred a substantial spike in readership. Visits increased 32 percent over the previous day and were 19 percent higher than the previous one-day high for the month. What’s more, a whopping 93 percent of yesterday’s visits were unique. The most popular article of the day was our live #XboxReveal Twitter feed, which ran under the heading, “From the Twitterverse: Gamers Hate on Xbox One,” in light of the predominantly negative response the conference elicited on that social site. The live video post was the third most read article of the day, followed by the Synthesio study results. Coming in at No. 2 was a carryover from the previous day: our “Burning Question” piece on Yahoo’s acquisition of Tumblr. Subscribe to the free Adotas.com Newsletter

This new ad for Samsung televisions is precipitating foul rumblings across the cyberverse for depicting men as gassy, unkempt, couch-bound louts. Sounds like truth in advertising to me. Especially the flatulence. The spot touts the Evolution Kit, which turns any Samsung television into a smart TV. A young wife saddled with a sorry spouse decides he needs a similar upgrade, and plugs the kits into his back. Suddenly the dude's cooking, cleaning and styling her hair with a vacuum. (Don't try that last one at home! But if you do, let me know how it works out.) The complaints generally follow this example from Reddit: "I find this advert quite sexist. The idea of an 'evolved man' is basically making him the stereotype of a woman. This isn't evolution rather than devolution. If this advert had the women being attached to some machine to make her better equipped to clean/cook/look after children/make her loving to her spouse/partner, there would be an outcry from feminists about equality." Sure, Samsung squeezed out some questionable material. But the clip is nearing 10 million YouTube views in just a week, and generating gobs of attention for the product, so I'd hardly call it a total stinker. Agency: To be determined; CHI & Partners, global agency for Samsung TVs, says it wasn't them.

Incisive Media, One of the Largest International B2B Publishing Companies, Cites Affluent Reach, Native and Rich Media Units as Key to Partnership SAN FRANCISCO, CA and NEW YORK, NY and LONDON - Martini Media, the digital media and content platform for engaging the audience with the most money and influence online, has formed a content syndication partnership with Incisive Media, one of the world’s leading business-to-business (B2B) information providers, serving a wide range of financial, business technology and professional services markets globally. The partnership gives Martini Media the ability to seamlessly integrate Incisive Media’s vast vault of content within Martini Media’s unique custom content unit (CCU). Incisive Media selected Martini Media for this strategic partnership because of its distinctive custom content ad unit. Martini Media, one of the first to adopt IAB’s Rising Stars rich media ad units, will continue to leverage these engaging ad formats to help its clients reach the most valuable audience at scale. These custom content rising stars units offer the ability to marry compelling brand stories with engaging content. Martini Media immerses brand advertisers’ message at scale into the content of top sites visited by the affluent audience, AB1 professionals with household incomes over £50K. “At Incisive Media, we aim to bring product provider and purchaser business communities together using all the varied platforms available to a modern information business,” said Darren Sharp, Incisive Media. “Martini Media was the natural selection for this content syndication deal because of their stronghold on the affluent audience as well as their rich media ad units across all digital platforms.” The content syndication agreement will help Incisive Media publishers such as Investment Week, Legal Week, Post, Risk, FX Week, AVCJ, Professional Pensions, SES, clickz.com, Accountancy Age and V3.co.uk monetize their inventory. Additionally, this deal will assist UK advertisers to engage affluent consumers more effectively with the massive amounts of relevant content and the custom content ad units. “We are thrilled to announce this partnership with a world renowned publishing group, such as Incisive Media,” said Tom O’Regan, President and CRO of Martini Media. “The top priority for marketers worldwide is content marketing according to several industry studies, and our very own research supports this. According to our recent digital brand study, 60% of UK marketers noted they were leveraging their own content or other publisher’s content in ads. That’s why we believe forging a partnership like this will be so valuable for brands looking to align their messaging with compelling and engaging content. We’ve already witnessed that ads integrated with content increase engagement rates by 33% vs. ads without content.” About Martini Media: Martini Media is the digital media and content platform for engaging the audience with the most money and influence online. With more than 1,000 publishers organized across multiple lifestyle and business verticals, Martini Media has helped the world’s leading brands reach over 125 million consumers across the globe that invest in their passions at work and play. Martini Media’s full-service marketing capabilities encompass display, video, mobile, social, and audience targeting to effectively engage the most valuable audience online at scale. Since 2008, Martini Media has been the premier media destination where influence meets affluence. Headquartered in San Francisco, Martini Media has offices in New York, Chicago, Detroit, Los Angeles and London. Visit www.martinimediainc.com to learn more. About Incisive Media: Incisive Media is a leading global business information and events company. The company’s principal markets include financial services, legal and accounting

Advertising Agency: Publicis Conseil, Paris, France Chief Creative Officer: Olivier Altmann Creative Director: Frédéric Royer Copywriter: Alexandre Boutry Art Director: Léna Monceau Account managers: Patrick Lara, Laëtitia Vitalis PR Manager: Emilie Seid Illustrator 3D: Antoine Mairot Creative Retouching: MK Studio Production: MK Studio Art buyer: Jean-Luc Chirio

ADOTAS — The potential of mobile advertising is huge. And yet, many are still wondering when the platform will finally mature enough to handle the more immersive forms of advertising and rich-media engagement currently experienced on desktop display. According to the latest research published by Informa Telecoms & Media in its Mobile Advertising: Global Market Analysis and Forecasts 2011-2016. The global mobile advertising market will generate revenues of $12.8 billion in 2013. That’s up from $8 billion in 2012. eMarketer’s 2013 projections for the U.S. mobile advertising market are right around $7.28 billion. As people take on a more mobile lifestyle and unshackle themselves from clunky desktop computers, advertisers need to adjust their strategies to better reach people on their most trusted personal computing devices. But is the platform itself ready to turn mobile advertising a scalable business? Current industry effective CPMs hover around $0.75 on mobile, compared to $3.50 on the desktop, making sustainability a major issue for the industry. This disparity between desktop and mobile advertising needs to be addressed before brands will be able to fully utilize and embrace the small screen. The introduction of new mobile targeting approaches that include geo-location and cross-device ad delivery are paving the way for the industry and are expected to drive up the CPMs of mobile advertising, transforming the nascent industry into a highly-effective and a sustainable business. As part of Internet Week New York, the OMMA Mobile conference is set to examine such issues as it dives into both the potential, and limitations of mobile as the de facto ad delivery platform. Connecting the dots between mobile and desktop is not as difficult as it may seem for advertisers. “We have found a way to clearly identify a particular consumer as they move from device to device – from desktop to mobile to tablet  – through deterministic matching, with 100% accuracy,” said Kamal Kaur, VP of mobile at programmatic ad company RadiumOne, ”This targeting information then can be relayed back into audience targeting technologies, enabling brands to deliver highly relevant advertisements across display, mobile, video, and Facebook, tailored to drive conversions. “All advertisers that buy media across multiple channels should use omni-channel targeting,” Kaur added. “Without such targeting, they potentially miss valuable opportunities to engage with their potential customers. For example, serving a movie trailer to a sci-fi fan on a desktop is a great way to bring awareness for a new movie release.  However, instead of running a RON buy on mobile, follow it with a sequential ad, especially when that user is within a Fandango app or searching for movie schedules outside the theater.” Going local is also a strategy for Atlanta-based company LSN Mobile, which matches up publishers with advertisers to help monetize mobile content. “Local media is our main differentiator,” said Louis Gump (pictured), CEO of LSN Mobile. ”We have access to a range of inventory from local publishers and have ad serving expertise that has been built and tailored for this audience, especially for national advertisers trying to reach local markets at scale. We have the nation’s largest network of local media content, representing leading affiliates from networks including ABC, NBC, CBS, Fox and Univision, and currently offer news, weather, sports and more to millions of mobile users in both English and Spanish.” The geo-location capabilities built into smartphones provides a tremendous opportunity for advertisers looking to deliver timely and location-relevant ads to consumers as they navigate throughout their city. If you’re downtown grabbing a sandwich at lunchtime, why not get an ad for a half-price coffee at the Starbucks right next door? “Geo-location is one of many important elements that’s driving growth in mo

Advertising Agency: Adam & Eve/DDB, London, United Kingdom Creative Directors: Aidan McClure Laurent Simon Production company: Across the Pond Psycle Producer: Karen Crookes, Greg Lepski Agency producer: Sophie Smith, Budr Elnusairi

Arguably no marketer has done more to shape a modern-day British brand than Steve Sharp. After almost a decade heading up Marks & Spencer's marketing he is bowing out gracefully from the bellwether retailer.

Email and search continue to drive the most referrals to ecommerce sites, according to Q1 2013 data from website optimization company Monetate. But word-of-mouth through social media does influence purchases, despite a lack of last-click attribution for the channel. After analyzing more than 500 million online shopping experiences, the Ecommerce Quarterly report found conversion rates [...]

BOSTON – ChoiceStream, the top choice for brand advertisers interested in advanced target optimization and programmatic buying, today announced the next installment of its Audience Cost Calendar — a monthly aggregation of impressions traded on digital ad exchanges. The Audience Cost Calendar was created to help media buyers and marketers understand trends in the cost of various online audiences. This month looks at April’s data and highlights the top traded audience segments, including Careers, Travel and Holidays & Events. Once again, Careers: Customer Service remains the top performing segment with a 40 percent increase above the average price for that targeted inventory. “In previous Audience Cost Calendar reports it seemed that specific audience segments changed specific to cyclical trends” Five of the top ten best performing segments based on month-over-month increased cost of the targeted inventory include: • Travel: Italy – 11 percent increase in price since March • Holiday & Events: Anniversary – 11 percent increase in price • Travel: Greece – 8 percent increase in price • Travel: Spain – 6 percent increase in price • Travel: Europe – 6 percent increase in price “In previous Audience Cost Calendar reports it seemed that specific audience segments changed specific to cyclical trends,” said Bill Guild, vice president, product management and marketing at ChoiceStream. “However, for the past two months, the top ranked segment, Careers: Customer Service, remained consistent. Hopefully this is yet another indication that the economy and job market are recovering. Another indication of a recession turn around is the increased interest in travel and destination specific inventory. Eight of the top ten segments were travel destinations with Italy and Greece in the number two and three spots, respectively.” Vacation and Travel With the summer travel season approaching, it’s not surprising to see that eight out of the top ten ranking segments in April were travel related. Leading the May Audience Cost Calendar in relative cost was Italy and Greece segments, followed by the South Pacific and Spain. Other spikes in the travel segment include warmer destinations including: Australia & New Zealand, Mexico and Central America. Anniversary Segment Highlights Spring Wedding Season The Holiday and Event: Anniversary segment jumped to the number eight spot on the list, potentially predicting an early shopping season for summer wedding gifts or a shift to earlier season weddings from the more common June time frame. To view the full infographic, complete dataset and the most active categories for the month of April, take a look at ChoiceStream’s Audience Cost Calendar located on the company’s newly relaunched website that can be found here. About ChoiceStream ChoiceStream improves ad relevance and digital campaign performance by programmatically selecting optimum advertising opportunities based on a dynamic understanding of consumer’s active preferences. With an extensive first and third party data network enhanced by proprietary data, ChoiceStream can target and convert the most valuable consumers in real-time. ChoiceStream is headquartered in the Innovation District of Boston and works with industry leading brands and their agencies. For more information on ChoiceStream, please visit www.ChoiceStream.com. Related articles: ChoiceStream’s April Audience Cost Calendar Finds Careers and Automotive Segments Rising in Online Advertising BOSTON - ChoiceStream, the top choice for brand advertisers interested in... ChoiceStream’s April Audience Cost Calendar Finds Careers and Automotive Segments Rising in Online Advertising BOSTON – ChoiceStream, the top choice for brand advertisers interested... ChoiceStream’s February Audience Cost Calendar Finds High Demand Generates Buzz for Public Relations Segment PR Aside, Trends for Most Audience Segments, including Travel and...