OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
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BRANDED ENTERTAINMENT
P&G launches branded entertainment site for women Campaign Asia 10.03.12 FMCG giant Proctor & Gamble, working with MediaCom and Yahoo!, has launched a branded-content channel, Style Factor, to reach digitally savvy women in India, Indonesia, and the Philippines.
Travel site endorses gay marriage in a long-form spot about a father’s journey to understand his daughter AdWeek 10.03.12 Whatever the risks and rewards may be, more and more brands are openly coming out in favor of same-sex marriage—with the significant attendant media coverage surely being part of the point. Oreo’s gay-pride ad in June, which kicked of the Daily Twist campaign, is the most potent example recently.
Mercedes-Benz Drives Social TV Innovation With Twitter #YOUDRIVE Campaign brandchannel 10.02.12 Social innovation is at an all time high and campaigns integrated with social media are the latest incarnation exemplified by the new Mercedes-Benz #YOUDRIVE
ADVERTISING
Lazarus: Have Passion For Advertising, Promote More Women Media Post Publications 10.02.12 Love it or leave it. That was the advice offered by former Ogilvy & Mather global CEO Shelly Lazarus to those considering a career in advertising. “You have to figure out if you really love it. If not, you’ll never be successful,” Lazarus told attendees at an Advertising Week session, billed as her first time on stage at the annual event. “It’s a tough business.”
Are Brands Entering An Era of ‘Truth In Advertising?’ Forbes 10.02.12 It is becoming increasingly clear that marketers and advertisers have been divided into two camps. There are those that embrace the idea that they are share equal responsibility for their brand with their consumer. They see themselves as co-brand managers, in a world where customers can shape and share their opinions about brands faster than ever before.
Video Ups Mobile Ad Engagement Media Post Publications 10.02.12 Ad features such as video and image galleries help boost engagement with mobile ads, according to a new study commissioned by Say Media and conducted by comScore. For the ad-related part of the study, the companies looked at 100 recent mobile campaigns on the Say Network to understand which elements made them most effective.
ENTERTAINMENT
TV studios too strong for Apple disruption Variety 10.02.12 The economics of Hollywood’s TV studios have been strengthened so much by new windows that even Apple won’t be able to disrupt their business, according to a new research report. Barclay’s says the TV syndication business has doubled its value over the past decade to an estimated $20 billion this year.
Online Video Viewers Spend More Time on YouTube, Netflix, AOL, ESPN Media Posts Publications 10.01.12 A quick analysis of Nielsen’s online video statistics at various points in the last year reveals that while the number of online video viewers in the United States has remained steady, they’re watching more — a lot more streams, in some cases — at the top destinations, and that’s where the growth in the business is coming from.
Internet TV Isn’t Ready to Replace Cable Yet Mashable 10.01.12 Roku founder Anthony Wood runs a startup that, along with companies like Apple and Microsoft, sells hardware that’s bringing web video to home television screens. It’s no wonder his nine-year-old daughter prefers to watch her favorite Disney shows on Netflix at her whim, rather than surf Disney’s own 24-hour cable channel.
MEDIA & TECH
Twitter Partners With Nielsen on New Tool to Measure Brand Impact Mashable 10.03.12 Twitter announced Wednesday that it is partnering with Nielsen to launch a new survey tool that is intended to help brands measure the impact of their marketing campaigns on the social network. With the new tool, Twitter’s advertising partners will be able to conduct surveys on the social network from the new @TwitterSurveys account.
How ‘The New York Times’ Is Adapting for Mobile Mashable 10.01.12 “It’s very hard to keep up with the consumer,” Denise Warren, general manager of NYTimes.com, observed on stage at an Advertising Week event on Monday in New York. “Their needs are insatiable.” Warren spoke about how The New York Times has evolved to accommodate the demands of consumers who want and expect to be able to access news on their growing collection of Internet-connected devices.
Social Media Interactions May Influence Offline Behavior Media Post Publications 10.01.12 About 56% of consumers participating in a study analyzing how Twitter tweets, Facebook posts and Pinterest Pins influence offline behavior said they have never used a mobile app to help achieve a personal goal. Those changing their offline behavior based on an app relate more to topics on improving fitness and knowledge of specific subjects.
