OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
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June 17th, 2013
Four Essential Questions to Ask About Your Branded Content AdAge 06.12.13 Branded content and entertainment should be simple: produce a content property inspired by a brand, and delight an audience with its entertainment value or usefulness. It works for brands like Red Bull and Unilever, just as it works for Netflix or ESPN.
Miller 64 Taps Sports Stars for New Web Series ‘The Sub’ brandchannel 06.11.13 Sports and beer seem to be inextricably linked in American culture. Miller64 is taking advantage of the relationship in a new campaign, Go64, in which it asks consumers to tell the world via Twitter and Facebook just how they are competing (and enjoying their post-game brews) this summer.
Kiehl’s Captain America Comic Book Arrives in The Wall Street Journal AdAge 06.07.13 Kiehl’s, the skincare and haircare retailer, sent a custom Captain America comic book to Wall Street Journal subscribers in New York, Los Angeles and San Francisco on Thursday as part of a content-marketing effort meant to help the company better connect with men.
AOL CEO Says Scalability Is Needed in Native Advertising AdWeek 06.13.13 For all the good native advertising does for brands, a big roadblock the digital ad form faces is its ability to scale, said AOL CEO Tim Armstrong at a breakfast event this morning in New York. “I think it’s beneficial, overall, for brands. I think there’s a danger, though, that native advertising that’s not scaled is not going to solve the issue that publishers have in terms of monetization.
Report: Apple Ads Not Working Very Well Mashable 06.12.13 Videos from Apple were shared 183,609 times over the last 12 months, according to Unruly Media. Comparatively, Samsung videos were shared 2.37 million times over the same period, while Microsoft ones were shared 1.36 million times.
Facebook Seeks Simplicity in Social Advertising brandchannel 06.07.13 Facebook is simplifying its ad buying process in an attempt to demystify the 27 ad choices currently available to advertisers with a simple question: “What is the goal of your ad?” Depending on the answer, Facebook will now suggest which format suits a brand best. “You are going to pick an objective,” said Fidji Simo, Facebook’s product manager for ads, according to The New York Times, and “based on that, we will show you a range of formats.”
Trailer Fatigue: Moviegoers Less Thrilled With In-Theater Previews Variety 06.13.13 American movie auds are substantially less likely to watch trailers in theaters than they were two years ago, while trailer viewing online and on mobile devices has jumped over the same time period, a Nielsen National Research Group study found.
ESPN to Shutter 3D Network by End of Year Mashable 06.12.13 ESPN is shuttering its 3D television network, ESPN 3D, by the end of the year, a spokesperson for ESPN confirmed, citing that 3D TVs simply aren’t as popular as they had hoped. “Due to limited viewer adoption of 3D services to the home, ESPN is discontinuing ESPN 3D,” an ESPN spokesperson wrote in an e-mail to Mashable, adding that ESPN “will be ready to provide the service to fans if or when 3D does take off.”
The Rise of Social TV: How Social Media Is Amplifying TV Advertising Business Insider 06.09.13 Research has shown that TV-watching and social media usage isn’t mutually exclusive. Consumers appear to love using social media while they watch TV. Many discuss what they’re watching, and these conversations continue long after air-time, with TV-linked chatter accounting for a significant percentage of overall social media activity.
MEDIA & TECH
SundaySky’s SmartVideo Transforms Consumer Data into Digestible Videos brandchannel 06.12.13 Founded in 2007, SundaySky has delivered over 100 million “SmartVideos”—personalized, real-time videos that help major brands like AT&T, Lenovo and Office Depot engage with their customers. Playing on the growing “screen culture,” SundaySky can produce an informative, direct-to-consumer video in seconds thanks to data, like product pricing or personal account details being pushed to the platform.
Hands On With iOS 7: It’s Just the Beginning Mashable 06.12.13 When Tim Cook unveiled iOS 7 at WWDC this week, he called it “the biggest change to iOS since the original iPhone.” He’s right. iOS 7 isn’t just a visual overhaul of Apple’s venerable mobile operating system; it’s a near-total rethink of many of the core paradigms that have come to make iOS, well, iOS.
IBM Builds Millimeter-Wave Transceiver for Mobile Comms, Radar Imaging E Week 06.09.13 No strangers to major scientific breakthroughs, IBM researchers have againpushed the technologic envelope – this time inventing a new semiconductor solution that brings together four integrated circuits (ICs) and 64 antennas in a single package for mobile and transportation systems. IBM officials said Big Blue scientists – in an effort partially funded by the Defense Advanced Research Projects Agency (DARPA) — have achieved a milestone in creating a phased-array transceiver that contains all of the millimeter-wave components necessary for both high data-rate communications and advanced-resolution radar imaging applications.
New report calls for ‘extended leadership’ on sustainability Green Biz 06.13.13 Each year, the Worldwatch Institute publishes its flagship State of the World report. The 2013 edition is organized around whether sustainability is still an attainable goal. In the opening chapter, Worldwatch President Robert Englemen asks starkly, “In the wake of failed international environmental and climate summits, when national governments take no actions commensurate with the risk of catastrophic environmental change, are there ways humanity might still alter current behaviors to make them sustainable? Is sustainability still possible?”
Unilever, Choithram launch ‘Water Savers’ drive Trade Arabia 06.11.13 Unilever, a leading FMCG company, in partnership with Choithram, a UAE-based retailer, has launched a campaign to promote water conservation and waste management. The 10-day campaign provides consumers with water conservation tips and recycling tools that will help them in taking small sustainable actions that collectively add to a bigger difference.
General Mills and Unilever Fight Food Waste to Fight Climate Change Triple Pundit 06.10.13 Another reason for the business community to get serious about food waste: climate change. According to the latest available figures, food waste accounts for up to 40 percent of the U.S. food supply, which worked out to about 133 billion pounds in 2010 alone. That makes food waste the single largest category of waste in this country, much of it going to landfills where it decomposes and releases methane, a potent greenhouse gas.