OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
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April 1st, 2013
More Branded Content Opportunities In Flipboard’s App Upgrade Media Post Publications 03.28.13 One of the great success stories of the first years of the tablet platform, Flipboard, issued its 2.0 version release yesterday with an eye toward empowering users as editors. To some degree, this has always been the case. After all, Flipboard leverages a user’s social graph in order to render much of its well-designed magazine-like content. But with the new release, the app is now engaging users more directly in the process of making new content. With the touch of a button, the reader can now tag specific articles and build magazines that can be made public for others to see or kept private for their own later use.
IBM’s Long-Form Content Shows Its Technology in Action Ad Week 03.25.13 Idea: Technology for elder care has come a long way since “I’ve fallen … and I can’t get up!” IBM is pioneering sensors that monitor seniors’ homes in real time—temperature, carbon dioxide levels and much more—and send the data to city workers, who can dispatch friends, family or emergency personnel as needed. This remote solution can keep a town’s social-services costs down as its population ages. IBM tested the system in Bolzano, Italy, and had a great story to tell—one that stretched beyond a TV spot.
As Contempt For Push Grows, Branded Content Rises Media Post Publications 03.25.13 New research from Forrester shows that, with consumer faith in digital ads falling again, branded content offers marketers a better way into the customer awareness. But few CMOs have the right staff or systems in place to do so. First the bad news, based on responses from 58,000 people in Europe and the U.S: Trust in one-way push communications is dismal, with Europeans slightly more skeptical of just about every type of communications. Only 9% of Americans, and 8% of Europeans trust text messages sent from brands. And banner ads on Web sites? Just 10% and 8%. For mobile apps, trust inches up to 12% and 10%. And emails fare slightly better, with 18% of Americans saying they trust such messages, compared to just 11% of those in Europe.
What You Didn’t Post, Facebook May Still Know NY Times 03.25.13 Debra Aho Williamson, an advertising industry analyst and devoted coffee drinker, was intrigued by a promotion that popped up on her Facebook page recently. Sign up for a Starbucks loyalty card, it said, and get $5 off. “When I saw that, I thought, I’m already a member of their loyalty club,” she said. “Why don’t they know that?”
Smartclip Launches SmartX Platform For Video Real-Time Media and Marketing 03.25.13 Smartclip last week launched SmartX Platform, a programmatic video ad platform which opens up inventory on private exchanges in the U.S., Europe, and Australia. Smartclip is Adconion Media Group’s multiscreen video and brand advertising platform. According to a release, SmartX Platform is a multimillion-dollar investment that took over 18 months to create from scratch. Ronald Schaber, COO and co-founder of Smartclip, stated, “We are seeing increased demand from our clients for programmatic access to premium inventory.” As a result, the company decided to build their own SSP.
Native Video Ads Outperform Pre-Roll Ads Media Post Publications 03.21.13 Continuing to push the promise of scalable “native” advertising, Sharethrough just released some Nielsen-vetted data, which — surprise, surprise — reflects well on the model formerly known as the “advertorial.” Using Nielsen’s Online Brand Effect survey tool, Sharethrough compared the effectiveness of its native video ads in affecting brand lift metrics — like awareness, purchase intent and favorability — with that of pre-roll video ad units.
Pivot’s Shapiro: “We are a general entertainment network” realscreen 03.28.13 Nearly three months after announcing it had taken over U.S. networks Halogen TV and Documentary Channel, Participant Media yesterday (March 27) lifted the lid on its social action TV channel at an inaugural upfront in New York City. Social action entertainment channel Pivot, launching August 1, will open with a slate that includes feature documentaries, reality, drama series, variety shows and an open source talk show.
83% of tablet owners use device while watching TV, BBC finds The Drum 03.26.13 New research from BBC World News and BBC.com has found that almost half (42 per cent) of 25 to 34 year olds are likely to turn to TV as their primary medium for finding out breaking news, with 66 per cent then turning to the internet to find out more information.
iTunes, YouTube Top With Online Entertainment Users Media Post Publications 03.22.13 Not everyone associates Apple with online entertainment, but new data shows that its iTunes property is second only to YouTube in the category. The music-cum-media content hub attracted nearly 45 million unique U.S. Web users in January — each of whom, on average, spent over an hour on the platform during the month, per Nielsen.
Recording TV Content is Popular, But Many Shows Are Never Watched Media Post Publications 03.22.13 TV time-shifting — the activity of consumers and their DVRs — can be wasteful. A new study says about a third (36%) of all worldwide recorded TV content is never watched. In the U.S. that number is higher — 41%, per Motorola Mobility’s annual media survey. Consumers behavior with recorded content comes in different variations. For example, 72% are “hoarders” — recording to collect the “box-set” of a specific TV program.
MEDIA & TECH
BuzzMedia Spins Into SpinMedia, Revamps Network Online Media Daily 03.25.13 On the heels of cutting about a fifth of its workforce, pop-culture blog network Buzz Media is changing its name to SpinMedia, and completely rethinking its editorial and design underpinnings. Along with “a new editorial vision,” the company is adopting a “completely new technology infrastructure,” according to CEO Steve Hansen.
AT&T Users Can Access WatchESPN, Disney Media Daily News 03.25.13 AT&T U-verse subscribers will have access to multiple ESPN networks live online under a new arrangement. The telco joins Time Warner Cable and Verizon, among others, offering the WatchESPN service so far. The service is accessible on tablets, smartphones and to certain Xbox Live subscribers. WatchESPN is ESPN’s version of TV Everywhere. AT&T is making it available to TV customers receiving ESPN networks.
Most Americans want YouTube in pay TV package Fierce Online Video 03.22.13 Multichannel Video Programming Distributors (MVPDs) worried about losing customers to over-the-top (OTT) video offerings should include that content as part of their pay TV packages, research from Parks Associates suggests. The biggest reason to add OTT to pay TV is that it’s what customers want, the researchers said. The second best reason is to put a crimp in competing online video services.
America’s New Sustainable Manufacturing Hubs Will Breed Creativity And Jobs Fast Company 03.28.13 Obama’s State of the Union Address this year was a steady dopamine drip for me: “We have cleared away the rubble of crisis … making America a magnet for manufacturing … a once-shuttered warehouse is now a state-of-the art lab where new workers are mastering the 3-D printing that has the potential to revolutionize the way we make almost everything.” And be-still-my-heart: “we are finally poised to control our own energy future.” He might have well described the Emerald City, as far as I was concerned.
New York Auto Show: Car Brands Race to Feed into Evolving Green Market brandchannel 03.28.13 The stagnation of the U.S. market for all-electric vehicles has automakers thinking more creatively about how to address American consumers’ desire for maximum fuel economy without attempting fruitlessly to guilt them into buying EVs. The evidence of this trend has been abundant this week during the media previews at the New York International Auto Show, and news that the Obama administration is planning to get tougher on car emission standards, with “sweeping rules” expected from the U.S. Environmental Protection Agency requiring cleaner gasoline and cars.
IBM Mobile App to Help Solve Water Challenges Environmental Leader 03.25.13 IBM has launched a crowdsourcing project to help capture, share and analyze information about the water distribution system in South Africa. The project, called WaterWatchers, is driven by a free mobile phone application and SMS capability that will enable South African citizens to report water leaks, faulty water pipes and general conditions of water canals. Every update will provide data points to an aggregated WaterWatchers report to create a single view of the issues challenging South Africa’s water distribution system.