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Fitbit Starts First Global Campaign

Fitness-wearables company Fitbit is launching its first campaign as the fitness-wearables category gets more crowded.

Up until now the brand hadn’t advertised much, and it didn’t need to. It has an overwhelmingly large market share in the activity-trackers category, and it’s available in 40,000 locations in 48 different countries. Fitbit’s unit share of the Full Body Activity Trackers at the end of third quarter 2014 was 69%, according to NPD Group’s Retail Tracking Service. The No. 2 brand, Jawbone, had 14%.  Read the rest of this entry »

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What happened to Apple’s once-great ads?

It may be time for Apple to “think different” about its advertising.

The company that won hearts and minds with an Orwellian “1984″ spot introducing the Macintosh computer and the enduring “Get a Mac” campaign has failed to impress with recent ads, according to advertising professionals who discussed the company’s approach. Though Apple’s gadgets have gotten sleeker and faster in recent years, the ads have lost their bite, they said.

Searching for its next hit, Apple has taken advertising into its own hands. Though it still works with its longtime agency, the tech giant has made a string of hires to expand its in-house creative team, betting that it cannot only churn out elegant and popular gadgets like the iPhone 6 but also craft ingenious ads for them.

But ad industry professionals say they are still waiting for the valley’s most celebrated advertiser to return to form. One Apple campaign this year featured the late actor Robin Williams reciting his speech from the film “Dead Poets Society” as artists of various stripes use the iPad Air. The ad hit on a classic Apple theme — that iDevices power creativity — but it felt too soft, several advertising executives said.   Read the rest of this entry »

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GoldieBlox Unveils First Girl Action Figure

The toy company that made headlines this year when an ad for its girl-focused line of books and construction toys landed in the Super Bowl is back and taking on the land of Barbies and dolls once again.

GoldieBlox on Wednesday released an online ad featuring a new action figure called “Goldie,”which many are comparing to Apple’s iconic “1984” commercial for its similarity to the menacing totalitarian assembly-line style.

The blonde-haired doll is shown at the end of the ad wearing overalls and wielding a hammer.   Read the rest of this entry »

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Despite Low World Series Ratings, Advertisers Still Believe in Baseball

With the World Series poised to be one of the least-watched in history, Fox could use all the help it can get. And tonight’s game just might be it.

As the showdown between Kansas City Royals and San Francisco Giants stretches into this last game, the network will get an opportunity to make up for any shortfalls in guarantees promised to advertisers.

And despite the ugly ratings, advertisers still believe in baseball.  Read the rest of this entry »

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Virgin America’s 6-Hour Preroll Ad Is Creepy, Warholian and Sort of Brilliant

People have a hard time sitting through five seconds of pre-roll on YouTube. How will they react to almost six hours of it—much of which is intentionally, preposterously, stultifyingly boring?

Virgin America is about to find out.

The airline today breaks a curious new online campaign from ad agency Eleven in San Francisco. And the centerpiece is a strange, Warholian Web film depicting—in real time—the experience on a typical rival carrier (here it’s called BLAH Airlines, and yes, it has a website) during a 5-hour-and-45-minute flight from Newark to San Francisco.  Read the rest of this entry »

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Holiday Retailers Missing Mark on Facebook

Marin SoftwareMRIN, +6.36% provider of a leading cross-channel performance advertising cloud, today released findings outlining the best days for retailers to reach holiday shoppers on Facebook. Marin’s analysis of Facebook advertising indicates ad engagement on the social network peaks two weeks before Thanksgiving, suggesting retailers would see better ad performance on Facebook if they changed the timing of some of their ad campaigns.  Read the rest of this entry »

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San Francisco Giants CEO on MLB uniform ads

While attention in recent years has focused on the addition of paid advertisements to NBA uniforms, one Major League Baseball CEO says his team would support selling of ads on baseball uniforms and thinks other owners will jump on board.

During an interview with KNBR, San Francisco Giants CEO Larry Baer was asked about the possibility of MLB teams selling advertising space on uniforms.

“I would forecast that it is coming,” Baer told KNBR. “I think it is coming.”  Read the rest of this entry »

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EBay Resurrects Mobile Ads for Smartphone App

EBay Inc. (EBAY) is getting back into mobile advertising after retreating from the market almost two years ago.

The online marketplace will start showing ads on its smartphone application, which is used daily by 4.6 million people in North America. More than 200 million people have downloaded EBay’s software globally, the San Jose, California-based company said yesterday.  Read the rest of this entry »

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Wear Levi’s to Levi’s Stadium. Merchandise Deal with San Francisco 49ers Could Lead to Broader NFL Deal

This football season, San Francisco 49ers fans will be treated to plenty of Levi’s-sponsored experiences as the brand looks to capitalize on its new stadium naming rights deal and weave its brand into the fabric of America’s most popular sport.

On Sept. 14, when Levi’s Stadium hosts its first regular season game, Jumbotrons will show Levi’s-centric content produced by the Forty Viners, a social media program dedicated to highlighting action inside the stadium. On the field, team mascot Sourdough Sam will be running around in a new pair of Levi’s. And dotted through the stadium, there will be fans wearing Levi’s 49ers trucker and varsity jackets, part of an exclusive collection that could be the beginning of a league-wide apparel partnership.   Read the rest of this entry »

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Twitter to offer advertising services in Ukraine

Twitter will introduce its advertising platform to 12 new markets in Eastern Europe, including Ukraine, which is in the middle of a civil war, the company said Tuesday.

The microblogging site pointed to “tremendous growth” in the region over the past 12 months. As part of this expansion, Ukrainian brands and advertisers will gain access to Twitter’s direct sales support teams and seller partnerships.

Twitter’s TWTR, -0.23%  use in Ukraine has skyrocketed over the past year, with revolutionaries using social media to organize protests by using hashtags like #Euromaidan.  Read the rest of this entry »

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