Sure, any discussion of native advertising, which takes the look and feel of the placement’s environment, will immediately bring out the “But it’s nothing new!” crowd. Maybe, but the shift to native digital formats became a full-blown phenomenon in online publishing in 2014. Still, despite its seeming ubiquity, even those who run native ads disagree on how to label them, who should create them — and even how they’re defined. That’s not stopping anyone from embracing them, though, as they attempt to move beyond the sagging banner ad. Here, then, are five big trends in native advertising that emerged this year. Read the rest of this entry »
In an effort to meet local demand for high-performance marketing solutions, AdRoll, the world’s largest retargeting platform, today announced the expansion of its global presence to Japan with the opening of its Tokyo office. This newly established local team will provide full-service account management to Japanese customers. In addition to the team on the ground in Tokyo, AdRoll’s self-service solution has been fully translated and localized for the Japanese market. This is the company’s sixth office, after opening regional offices in New York, Dublin, Sydney, and London. Read the rest of this entry »
Yahoo is giving away a toolkit for managing mobile apps in a move aimed at reaping more revenue from smartphones and tablets as CEO Marissa Mayer scrambles to catch up to the Internet company’s rivals.
The strategy will enable Yahoo Inc. to distribute ads in other mobile apps besides its own. Besides that, Yahoo also is trying to plant its search engine inside other apps so it can display ads alongside the results. Although the technology is free, Yahoo would keep 40 percent of all ad sales made in other apps.
Yahoo announced the expansion Thursday at its first conference for the makers of mobile applications. Read the rest of this entry »
Even in an industry increasingly defined by change, advertising agencies this year are making high-level moves at a blistering pace.
In the first six weeks of 2015, some 14 shops have made 19 new leadership hires, including 11 involving the role of creative chief. Some hires filled vacancies but many illustrate a desire for change. Young & Rubicam, for example, replaced its chief creative officers in New York, Chicago and San Francisco after each served several years. Similarly, TBWA installed a new head of New York, and MediaVest tapped a new president of investment. Read the rest of this entry »
Harold Sogard is back in the Bay Area ad business. The former, long-time ad exec at Goodby Silverstein & Partners is now president of The Hive, a San Francisco creative boutique whose clients include the University of California at San Francisco Medical Center, Torani and Big Brothers Big Sisters of the Bay Area. Read the rest of this entry »
More Super Bowl ad rookies will be trying to score a touchdown this Sunday.
There will be 15 new Super Bowl advertisers this year, the most since 2000, before the economy fell into what would be the first of two recessions since. Advertising experts say the rookie interest in Super Bowl ads is a positive sign that companies are feeling good in the most recent economic recovery.
But at about $4.5 million for a 30-second spot, advertising during the Super Bowl is a huge gamble too. Some first time advertisers succeed in becoming a household name: Godaddy.com established itself with a racy Super Bowl spot 11 years ago. But others misfire: Groupon’s first and only Super Bowl effort in 2011 aimed to be a tongue-in-cheek take on public service announcements, but was criticized for being insensitive Read the rest of this entry »
For the first time since entering the game in 2008, Audi will not appear during Super Bowl XLIX, which will air on NBC on Feb. 1, according to a company spokesman.
“The Super Bowl has been a valuable part of the Audi marketing plan for nearly a decade,” spokesman Andrew Lipman said via email.
Mr. Lipman added that Audi’s Super Bowl commercials have increased awareness and showroom traffic post-game, but declined to provide further insight on why it chose not to air a commercial in this year’s game. Read the rest of this entry »
Y&R California has named Ronny Northrop its new chief creative officer.
The San Francisco office of the WPP network is the latest Y&R shop to make creative executive changes at the top in the last week. Earlier this week, Y&R’s New York office named Leslie Sims chief creative officer, and last week, the agency confirmed that Bill Cimino was leaving his post as the top creative in the Chicago office. Rather than being replaced by one chief creative, Mr. Cimino is being replaced by co-executive creative directors Pam Mufson and Jeremy Smallwood. Read the rest of this entry »
The puppies and the Clydesdales are coming back.
Anheuser-Busch is bringing back its canine and Clydesdales combo this Super Bowl, hoping to top last year’s “Puppy Love” spot that showed a cute puppy bonding with a Clydesdale and topped most advertising polls as the best commercial in advertising’s biggest showcase. Read the rest of this entry »
ONE of the first agencies devoted to handling communications efforts for causes, nonprofit organizations, charities, foundations and activists seeking social change — a specialty that is now thriving — is being sold by its founder and longtime leader, David Fenton, to investors who are forming a holding group for agencies of that kind.
The agency, named Fenton, is getting new leadership along with its new ownership; the changes are to be announced on Wednesday. Mr. Fenton, who was chief executive, is taking a different role, as chairman, and he plans to devote more time to working on efforts to counter global climate change. To succeed Mr. Fenton as chief executive, the agency is hiring Bill Werde, who was most recently editorial director of the music trade publication Billboard. Read the rest of this entry »