Advertising

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...

Brighton-based graffiti artists Pinky and Barney Chum101 used tweets using the hashtag #LynxAfrica18 to create a homage to Lynx Africa's coming of age.

Global Radio is in discussions with the Competition Commission, after the competition authority upheld its provisional ruling that Global's £70m merger with GMG Radio could lead to higher ad prices.

This week, Thomas Laranjo, managing director at launch and growth media specialist Total Media, readies a big pitch, prepares to speak at Media 360 and enjoys the hospitality at Lords a little too much. Is this really the best week to give up smoking?

Grand Visual has hired Ben Putland as production director and Jeremy Taylor as account director.