Twitter unleashed retargeting on its platform Thursday, giving advertisers the opportunity to tailor messages to specific people based on their browsing history outside of the Twitter platform.
The move was not unexpected, as San Francisco-based Twitter Inc. (NYSE: TWTR) had been experimenting with retargeting since July with a small group of partners.
Retargeting has proven to be an effective, lucrative and easy to scale form of online advertising, however, so the addition has important implications for Twitter’s revenue potential. Read the rest of this entry »
When athletic brands sponsor Olympic athletes, the connection is straightforward, since competitors are reaching great heights — and speeds — using the sponsors’ equipment or clothing.
But a new advertising campaign that features seven athletes whom TD Ameritrade sponsors draws a parallel between the competitors’ lifelong journey to the Olympics and the fortitude required of long-term investors. Read the rest of this entry »
Deutsche Telekom said on Thursday that it would sell a 70 percent stake in the online classified advertising company Scout24 to the private equity firm Hellman & Friedman of San Francisco for 1.5 billion euros, or about $2 billion, in cash.
The German telecommunications company will retain a 30 percent stake in Scout24 when the transaction closes, which is expected to be in the first quarter of 2014. The deal values the business at €2 billion. Read the rest of this entry »
AdRoll, the global leader in retargeting, today announced the appointment ofScott Gifis as vice president of global supply. In his position, Gifis will advance AdRoll’s current supply and publisher capabilities, enabling advertisers to reach more potential customers in high-quality environments across display, video, mobile and social channels. Read the rest of this entry »
Digital talent is in such short supply in many agencies that they are in danger of decreasing in relevancy and losing business, a new report has claimed.
Online Marketing Institute, a digital trainer, surveyed 747 US advertising and marketing executives on the state of digital marketing skills, knowledge, and training in their companies and found significant gaps between the skills that talent should have and the skills they do have.
Only 8% of executives surveyed thought their employees were strong in all areas of digital marketing and advertising. Most (71%) felt they were strong in some areas but mediocre or weak in others. Some 15% admitted to mediocrity across the board, while 4% were mediocre in some areas and weak in others and 2% were weak in all areas. Read the rest of this entry »
Criteo, a Paris-based online advertising company whose CEO relocated to Silicon Valley for a while, raised $250 million in an IPO that priced above expectations and soared on its market debut.
The company’s shares closed up by about 14 percent after rising more than 30 percent earlier on Nasdaq Wednesday after pricing at $31 a share. That gave Criteo a valuation of about $2.3 billion. It had been expected to price at between $27 and $29. Read the rest of this entry »
T-Mobile is hot water again for one of its “Uncarrier” campaign commercials.
The latest comes in the form of a letter written by San Francisco District Attorney George Gascon and New York Attorney General Eric Schneiderman calling for the carrier to pull one commercial parodying a smartphone theft because they felt it belittled the issue. ”This ad is more than tasteless: These robberies often turn violent and have resulted in severe injuries and multiple deaths,” the letter said. Read the rest of this entry »
Facebook Inc. (FB) is redesigning its advertising service with new tools that automate marketers’ campaigns goals, as the operator of the world’s biggest social-networking service seeks to boost sales.
Instead of spending time choosing different types of promotions, businesses can select one of eight objectives, such as converting users into buyers or boosting the number of “likes” on the site, David Baser, a product manager at Facebook, said. The new system then recommends the best kind of ads to deploy and tracks the results of the campaign. Read the rest of this entry »
For Internet content providers, figuring out mobile advertising is the next great digital puzzle. From Google and Facebook to the New York Times, companies are struggling to devise new smartphone and tablet ads that strike advertisers as more effective than clunky banner displays and don’t alienate users.
A solution may have arrived via an unexpected source: a 12-year-old, nearly forgotten aggregator of links.
StumbleUpon, one of the Web’s first major social-bookmarking services, has seen better days. Acquired by eBay in 2007, the San Francisco company was bought back two years later by its co-founders and investors including Accel Partners, August Capital and venture capitalist Ram Shriram. Read the rest of this entry »
Airbnb wants a bigger piece of the hospitality pie in 2014, and it’s hoping that a brand-marketing push will help.
The San Francisco-based company acts as an online go-between for travelers and local residents, charging 6% to 12% fees on bookings and 3% of what people earn from renting out their homes for short-term stays. In its five years, Airbnb has become a global phenomenon, largely thanks to word of mouth, but it’s teeing up marketing campaigns for the fourth quarter and into next year to become known beyond its core younger demographic. Read the rest of this entry »