OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
May 20th, 2013
Ad of the Day: Hot Wheels AdWeek 05.13.13 How much Hot Wheels fantasy can you stand? For the past couple of years, the Mattel-owned brand has focused on appealing to older kids (and maybe a few nostalgic geezers) who are still boys at heart. That’s meant building real-life versions of Hot Wheels toys as staging grounds for totally insane, and sometimes record-breaking, automotive stunts—like near-vertical drops,upside-down driving, and corkscrew jumps.
How to Attract Eyeballs to Branded Content AdWeek 05.13.13 Web publishers and big brands are starting to feel the pull of Gravity. The four-year-old Web personalization tech firm, founded by former Myspace COO Amit Kapur, helps publishers surface more relevant content to their users based on a wealth of data. Since opening its platform to publishers via an API in February, Gravity has been adopted by 50-plus sites, including TechCrunch, Sporting News and Wetpaint. And more recently, Gravity has started helping brands like Gap, McDonald’s and Tide to attract more eyeballs to branded content.
A Top Linkedin Exec on Why Content Marketing Matter More than Ever Fast Company 05.10.13 In the past few years, there’s been a real transformation in the way people consume information and communicate. Fueled by the mass adoption of social platforms, this transformation in consumer behavior demands that the ways we market also evolve. This is especially true in business-to-business where brands compete in a content-flooded environment with countless information sources to capture buyers’ attention.
ABC to Test Expanding Nielsen Ratings to Mobile AdAge 05.14.13 ABC will begin measuring advertising in videos viewed with mobile and tablet apps during a trial run with Nielsen, the network said at its upfront presentation to ad buyers Tuesday afternoon. It will be the first test expanding Nielsen’s Online Campaign Ratings to mobile, allowing ABC to measure audience demographics and understand the reach and frequency of online campaigns within apps, according to executives. Nielsen’s online ratings currently include video viewed on computer and tablet browsers.
Facebook ‘Partner Categories’ Boosts Ad Engagement Online Media Daily 05.13.13 Facebook in April debuted a new targeting feature dubbed partner categories that uses members’ online purchasing histories and location to tailor ads. The self-serve ad option allows marketers to target ads across some 500 specific audience segments using third-party data from providers including Acxiom, Epsilon and Datalogix.
13 Timeless Lessons from the Father of Advertising Copy Blogger 05.10.13 In 1962, Time magazine called David Ogilvy “the most sought-after wizard in today’s advertising industry.” In his years as an advertising executive and copywriter, Ogilvy created some of the world’s most successful and iconic marketing campaigns, including the legendary Man in the Hathaway Shirt, plus notable efforts for Schwepps, Rolls Royce, and the island of Puerto Rico among many others.
IFP selects its 2013 lab participants realscreen 05.15.13 The Independent Filmmaker Project (IFP) has selected 10 docs to take part in its upcoming Independent Filmmaker Labs, including films on a prison escape artist, a combat veteran who becomes a farmer, and a Tibetan art project. The annual year-long fellowship for first-time directors will see the creative teams of each film taking part in three week-long sessions over the year, beginning with the Time Warner Foundation Documentary Completion Lab held in New York City on May 13 to 17. The mentorship program helps the first-time filmmakers through post-production, and focuses exclusively on low-budget features, under $1 million.
Netflix is the Streaming King but Amazon, Hulu Aren’t Doing Bad Either brandchannel 05.15.13 While Amazon, Hulu and grandfather HBO all crow about significant online growth, Netflix continues its lead, accounting for one third of all streaming into North American homes since 2010. A new report from broadband tracker Sandvine finds that Netflix’s share of prime-time “downstream” traffic delivered over fixed networks is 32.3 percent, just a tad off its projected estimate of 33 percent last November. Amazon and HBO have held fairly steady, the former down from 1.75 percent to 1.31 percent, and the latter down from 0.5 percent to 0.34 percent, while Hulu actually gained, up from 1.1 percent to 2.41 percent.
Meet the Man Who Keeps Netflix Afloat in the Cloud Mashable 05.13.13 With thousands of film and TV titles available, Netflix is a cloud computing giant — and it needs to be, since it makes up one-third of North American Internet traffic during peak hours. Imagine, then, if it were your job to push Netflix into the cloud, working every day to make the service more accessible and efficient for more than 36 million subscribers in 40 countries.
MEDIA & TECH
ESPN to Show Highlights on Twitter in Near Real-Time Mashable 05.14.13 Twitter and ESPN’s relationship just got a bit cozier. The sports giant will publish an increasing amount of video highlights on Twitter shortly after they happen live in a bid for more reach and ad dollars, the Wall Street Journal reported Tuesday morning. ESPN will post short, ad-supported video highlights to Twitter from events including World Cup qualifiers, college football and the X-Games. Twitter users will be able to watch those clips via the web or mobile devices, while advertising partners sponsoring the highlights will buy promoted tweets on the social network.
Amazon Hopes to Build Better App Platform with Addition of Amazon Coins brandchannel 05.13.13 For what began as a bookseller, Amazon has grown into a sizeable and powerful empire, but what’s an empire without its own money? The web retailer has now introduced its own virtual currency, Amazon Coins. To introduce customers to the product, Amazon has dumped 500 coins (worth $5) into the accounts of every new and existing Kindle Fire user for them to use for apps or in-app purchases, TechCrunch reports.
Disney-ABC Starts Up First-Of-Its-Kind Watch ABC Service Media Daily News 05.12.13 Starting perhaps the most ambitious live digital video service to date, Disney/ABC Television is launching Watch ABC — the first live broadcast network streaming linear service. “Watch ABC,” where viewers and access ABC Network programming live 24/7 on digital devices, will start up May 14 in New York City and Philadelphia as part of a special limited promotion, timed to the ABC upfront television presentation, and free for all viewers in those markets. Disney-ABC also struck an agreement for Watch ABC with the 13 Hearst-owned ABC affiliated stations which will launch in the coming months.
Boston launching citywide ad campaign to bolster sustainability Boston.com 05.14.13 Boston will debut a citywide advertising campaign this week that uses prominent landmarks and local athletes to encourage residents and businesses to adopt more environmentally sustainable habits, like driving less and recycling more. The effort intends to promote Mayor Thomas M. Menino’s goal of dramatically reducing the city’s greenhouse gas emissions over the coming decades.
Patagonia Ups Environmental Commitment with $20 Million Venture Fund brandchannel 05.14.13 Patagonia, a trailblazer in high-end outdoor apparel and environmental advocacy, is stepping up its corporate responsibility commitment to sustainability with $20 Million and Change, a venture capital fund to invest in startups with innovative solutions involving food, water, energy or waste. “We believe in our company’s long-term vision around the environment and areas we want to make change in,” said Rose Marcario, CEO of the newly created holding company Patagonia Works.
Unilever readies first 100% organic haircare range Marketing Magazine 05.13.13 Unilever is launching a new haircare range under its Timotei brand, which it claims will be the UK’s first mass market 100% organic haircare range. The move comes as Unilever looks to revive flagging sales of its Timotei brand. The product range is called Organic Delight and launches on May 20. The range includes shampoos and condition