OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news
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June 10th, 2013
Measuring the Impact of Branded Entertainment Fast Co 06.05.13 The last year was a big one for marketers. As technology continues to drive shifts in consumer behavior and media consumption, brands and advertisers are justifiably excited about the emerging new ‘Golden Age’ of advertising yet anxious about their lightening-fast departure from the tried and true. Brands, media companies, and entertainment providers alike have seen creation and distribution barriers collapse, age-old media models get undermined by cat memes, increased pressure to make a dollar go further and a rightful sense of risk aversion, post-recession.
The Rise Of Content Selling Marketing Daily 06.05.13 Content marketing has changed the ways that businesses sell to a B2B audience. In the process, marketing has learned how content builds awareness and accelerates customers though the sales funnel. Now, we are seeing a rapid increase in the trend of sales teams also relying on content as a powerful tool, based on the lessons learned from content marketing. This is content selling.
New York Stock Exchange Joins Content Marketing Push AdWeek 06.03.13 The 225-year-old New York Stock Exchange may be perceived as old-school, but it’s trying to prove it’s as digital as the next brand by capitalizing on the content marketing trend. To that end, NYSE has just launched a standalone site, called The Big Stage. Designed by Digitas, it’s a photo-heavy platform that’s reminiscent of the visually-rich treatments seen on some mainstream news sites (Newsweek’s recent redesign, The New York Times’ multimedia Snowfall package).
Twitter Inks Deal with Ad Giant WPP to Expand Data-Driven Marketing Mashable 06.06.13 Continuing its effort to rapidly scale its ad operations and expand its data for advertisers, Twitter inked a deal with WPP, one of the “big four” global advertising holding companies. According to a release from WPP, the deal will focus on tapping and interpreting Twitter’s data. The agreement spans several WPP units including GroupM, Kantar and digital agencies like Wunderman.
Dove, GE Tap Betaworks’ Tapestry App for Mobile Storytelling AdAge 06.05.13 Tapestry, a new consumer app from Betaworks designed to improve the reading experience for mobile devices, has secured its first advertising deals with Unilever’s Dove and GE. The mobile app, which has 2,000 mostly long-form stories and allows users to subscribe to authors, is part fo a portfolio of Betaworks startups attempting to reinvent content, including Chartbeat, Bitly, Social Flow, Digg and Instapaper.
Tumblr Extends Native Ad Units To Desktop Feeds Online Media Daily 05.30.13 Tumblr is extending the in-stream ads launched last month in its mobile app to users’ “dashboard,” or news feed on the desktop Web. Initial brands running the new Sponsored Web Posts including Denny’s, Viacom, Ford, Universal Pictures, Capital One, AT&T and Purina.
‘Million Second Quix’: NBC’s 24/7 Game Show Starts in September Huffington Post 06.04.13 “The Million Second Quiz” will take over NBC starting Monday, Sept. 9. The new 24/7 game show will air live from a gigantic hourglass-shaped structure in Manhattan. “The Million Second Quiz” features contestants “test[ing] the limits of their knowledge, endurance and will” as they compete in trivia contests over 12 days. The show continues through Saturday, Sept. 14 at 8 p.m. ET and then resumes on Monday, Sept. 16 at 8 p.m. ET. “Million Second Quiz” will continue to air each night through the finale on Thursday, Sept. 19.
Spurlock talks digital ahead of “Virginity” launch realscreen 06.03.13 The wheel will come full circle for Super Size Me’s Morgan Spurlock (pictured) when Yahoo! debuts his latest web series, Losing Your Virginity with John Stamos, later this summer. The documentarian’s first web series was I Bet You Will, a 2002 webcast about people paid to do outrageous things that sold eventually to MTV.
CBS Gains Full Ownership Of TV Guide Digital Online Media Daily 05.31.13 CBS Corp. has acquired full ownership of TV Guide Digital, including TVGuide.com and all TV Guide Mobile apps, it announced on Friday. In March, CBS and Lionsgate each acquired a 50% stake in TV Guide Digital from One Equity Partners for a reported $100 million. CBS was drawn to data showing that the majority of TVGuide.com’s audience — as well as that of its apps — are under the age of 35.
MEDIA & TECH
Rory Sutherland knows how to save marketing Wired 06.03.13 If the digital age has done nothing else for productivity, it has proved spectacularly effective at generating a supply of mantras. For those of us old enough to remember the incunabula of the web, it is occasionally worth pausing to remember a few mantras often heard in the mid-90s, and to ask how well they have survived the test of time. In 1999 Wired’s US edition predicted the rise of “infomediaries”. I remember that. These seem not to have fully emerged. Nor, in truth, has the “hyperlocal” web really taken shape.
Hulu Sale Heats Up as Yahoo, DirecTV Enter Billion-Dollar Bids brandchannel 06.03.13 Say good-bye to low-ball bidding. After a handful of offers that severely under-valued video streaming giant Hulu, it looks as if those interested have keyed up their game. The behind-closed-doors bidding war heated up over the weekend with bids of up to $1 billion from Yahoo, Time Warner and DirecTV as well as bids from Silver Lake Management, Guggenheim Digital, investment firm KKR and media executive Peter Chernin.
US Government Finally Gives Thumbs Up to Driverless Car Technology brandchannel 05.31.13 The US government now confirms: There might be something to this whole “self-driving” thing. As you were. Catching up at least rhetorically with the state of the art automotive self-guiding technology, the US Transportation Department has made its first policy statement on autonomous vehicles and pronounced them good—for the most part. It said that driverless cars should not yet be allowed except for testing but that semiautonomous features already in widespread use preventing accidents in thousands of today’s vehicles are, well… good for safety.
Unilever launches app to help chefs cut food waste Greenwise Business 06.04.13 Consumer goods giant Unilever has launched an industry-first app that could help the fight against food waste. The free app called ‘Wise Up on Waste’ is designed for chefs and caterers to identify and reduce their food waste. It potentially could help reduce food waste by five per cent, Unilever said. The multinational, which is behind food brands such as Hellmans and Knorr, has conducted research that suggests a quarter of consumers admit to leaving food on their plates when dining out.
Brakes, 3663, Nestle and Unilever link to boost supply chain efficiency The Grocer 06.01.13 The biggest names in foodservice have joined forces to improve supply chain efficiency – and save £100m by 2020. Brakes, 3663, Nestle, Unilever, the BFFF and other members of the Foodservice Directors Group (FSDG) have written to supplies and wholesalers encouraging them to adopt new global standards from GS1.
The sense and sustainability of The Change Initiative The National 05.31.13 Growing up dirt-poor in Delhi, it was not unusual for Gundeep Singh to go for days at a time without food. So when he earned a scholarship to attend Cornell and then Harvard and started forging a career for himself in business, he made a list in his head of all the things he would buy when he was rich.