OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
Read Making magic, using logic: the Ogilvy Branded Entertainment Assessment ModelTM.
March 25th, 2013
BRANDED ENTERTAINMENT
Using ‘Sponsored Content’ to Keep Viewers Watching NY Times 03.20.13 TELEVISION networks and channels are becoming increasingly involved in the creation of commercials that appear during their shows, hoping to counter the growing penchant among viewers for zapping or zipping through conventional commercials.
Q&A: Twitter, Facebook Rewrite Content Marketing Rules Media Post Publications 03.17.13 With marketers spending something like $40.2 billion last year on the custom content stampede, it’s no surprise they are also struggling for ways to differentiate themselves. Doing so is increasingly tough. For one thing, consumers are developing higher standards for brand-related content online. And for another, they are far less inclined to trust any brand messages. Matt Kumin, founder and CEO of PublishThis, a cloud-based content marketing platform, fills Marketing Daily in on what he sees as the big changes ahead, as brands try to find new ways to connect with content.
Adidas Pushing Adicolor Line with Spots Stars, Video Game brandchannel 03.19.13 Champs Sports, the mall-based sporting goods retailer owned by Foot Locker and Adidas Originals are launching the latest adicolor Collection with a Tumblr-inspired ad campaign featuring a 30-second spot with Damian Lillard of the Portland Trail Blazers, Iman Shumpert of the New York Knicks and Von Miller of the Denver Broncos.
ADVERTISING
Reaching Those on the Wrong Side of the Digital Divide NY Times 03.20.13 THE Advertising Council and Connect2Compete, a nonprofit group whose goal is to eliminate the digital divide in the United States, are introducing a public service campaign to help those who are not digitally literate find free training to obtain these skills. In remarks prepared for a speech in Washington last month about Connect2Compete’s efforts, the Federal Communications Commission chairman, Julius Genachowski, said approximately one in three Americans, or 100 million people, still do not have broadband in their homes, with low-income Americans and minorities “disproportionately on the wrong side of the digital divide.”
What Is Programmatic Advertising And Is It The Future? Forbes 03.20.13 While Facebook has begun to evaluate the potential of using hashtags just within their social platform, as an FBX integration partner We create a social feedback loop so that we can pull from campaign data across the Internet, from external social channels and then back into Facebook. Hashtags can encompass much more than just a company or a brand name. They can convey an emotion, a category or theme. For example, during holidays like Valentines Day, an advertiser like flowers.com or Mars may wish to target users who tweet #love, #commitment or #gift.
Heineken Breaks From The Mainstream Media Post Publications 03.20.13 When Lesya Lysyj joined Heineken USA in 2011 as chief marketing officer, she knew she had two things going for her: a product that men absolutely love and a category that isn’t shy about using humor as a marketing ploy. But Lysyj recognized that to elevate an iconic beer brand like Heineken, long associated with the popular James Bond franchise, she needed to move away from the sameness of mainstream beer advertising.
ENTERTAINMENT
The New Rules of The Hyper-Social, Data-Driven, Actor-Friendly, Super-Seductive Platinum Age of Television Wired 03.19.13 On February 7, the fourth season of Community kicked off on NBC. It was something of a shock that the show had survived for so long. It ranked 193rd among broadcast shows. In May 2012, series creator and showrunner Dan Harmon had been unceremoniously canned. And on the night it aired, the season premiere pulled in just 4 million viewers. That’s a mere quarter of the audience enjoyed by ratings juggernauts like Two and a Half Men or The Big Bang Theory. It even underperformed a rerun of the ABC reality show Shark Tank on the Nielsen charts.
CBS Puts Their Network In Your Pocket…Sort Of Media Post Publications 03.19.13 As cable niche networks cater to specific tastes and the DVR lets us cherry-pick programming disentangled from their grid, the brand value of the traditional TV network is debatable at best. Do many of us really identify CBS, NBC, Fox and ABC prime time with specific types of programs? Do they have a tone and spirit that unifies the grid across morning, day and nighttime parts?
ABC Works on an App for Live Streaming Shows to Mobile Devices NY Times 03.18.13 THE WALT DISNEY Company, while sorting out the future of the online video Web site Hulu, has an app in the works that may render Hulu passé for some people. The app will live stream ABC programming to the phones and tablets of cable and satellite subscribers, allowing those subscribers to watch “Good Morning America” on a tablet while standing in line at Starbucks, for instance, or watch “Nashville” on a smartphone while riding a bus home from work. The app could become available to some subscribers this year, according to people briefed on the project, who insisted on anonymity because they were not authorized to speak about it publicly.
MEDIA & TECH
Twitter Buzz Tied To TV Ratings Media Post Publications 03.20.13 Emerging from second-screen viewing, the marriage of TV and Twitter is becoming the digital era version of movies and popcorn. Some 10 million social media comments are made about TV content each day, with 95% made on Twitter, according to social TV analytics firm Bluefin Labs, which Twitter acquired last month.
Here’s What Can Happen In An Internet Minute readwrite 03.20.13 If you were to guess how many people logged in to Facebook in a single second, what would you say? 10,000? 100,000? According to a new infographic posted by Intel, it’s a staggering 277,000 logins every second, even as six million Facebook pages are getting viewed in that same second.
Netflix, Others Turn to Social for Expansion brandchannel 03.15.13 If you remember when social integration meant how well you played on the playground or lined up for lunch in second grade, you’re probably an analog native. For the digital native, it means the growing integration of social networking on sites heretofore not inherently social. At the front of the pack? Netflix.
SUSTAINABILITY
IBM Works for Free to Build Relationships With African Cities Bloomberg 03.21.13 International Business Machines Corp. (IBM), which makes most of its money from high-end technology contracts, is betting that some of its growth will come from customers who don’t pay anything — yet. The company has developed an application to track the water system in Tshwane, South Africa, where more than half the population lives in slums that often aren’t connected to plumbing. IBM is letting the community use the app for free, after it sent a team of executives to evaluate the system as part of a corporate service project in October.
Nike Boosts Sustainability of Textiles With New Swiss Partner Bloomberg 03.21.13 Nike is partnering with a Swiss company to increase the sustainability of textiles used in its products, which are made in nearly 800 factories worldwide. Nike will provide its suppliers with screening tools made by the company, called bluesign technologies, that will allow them to select more sustainable dyes, detergents, and chemicals for use in the textile manufacturing process. The partnership was announced March 18.
Nestle outlines sustainability and nutrition goals Food Navigator 03.14.13 Nestle has published a raft of sustainability and nutrition commitments it aims to meet by 2020 or earlier, including sourcing 100% certified sustainable palm oil, cutting greenhouse gas emissions and improving nutrition labeling.
