While broadcast TV is still a big awareness driver for supplementary insurance brand Aflac, it’s not planned in a vacuum. “I don’t do one-offs,” said Catherine Hernandez-Blades, chief brand and communications officer for Aflac. “I like to create an overarching strategy, and if something can’t be measured as part of a bigger umbrella strategy, it ..
IN BUILDING the world’s largest advertising company over the past 30 years, Sir Martin Sorrell, chief executive of WPP, has weathered two recessions and survived a global financial crisis. His firm nearly went bankrupt in the early 1990s. Now he must make his hardest advertising pitch yet, to convince the corporate world that image-making agencies ..
Ad-tech company Rubicon Project today unveiled two new features that aim to make it easier for the advertising industry to buy and sell automated ads. The tools were announced at the Los Angeles-based company’s 2015 Automation Summit at the Terranea Resort in Rancho Palos Verdes, Calif. And since eMarketer projects that programmatic advertising will hit ..
When real-time bidding debuted at scale a few years ago, it was heavily associated with remnant inventory and direct-response campaigns. Fast forward to today, when RTB serves as a vehicle for upper-funnel marketing and a core strategy for accessing mobile consumers in an increasingly mobile world. The growth in digital media is overwhelmingly driven by ..
Fiat Chrysler Automobiles, a $1 billion U.S. advertiser, is fed up with playing by Facebook’s rules. As a result, the carmaker concocted its own set of measurement standards that combine video views with a layer of additional stats, prodded by what it sees as a lack of comparability for Facebook to other media it buys. ..
Are the NewFronts at a crossroads? Several big media companies, including AOL, BuzzFeed and Fullscreen, have either pulled out of the NewFronts or scaled back their plans considerably. Even though others have signed on take their place—including the BBC and LittleThings—some digital media executives are beginning to question whether the marathon of presentations to advertisers ..
O’REILLY OUT: In less than a year, Fox News’s three biggest stars have exited. First Roger Ailes. Then Megyn Kelly. And now, in the wake of a sexual harassment scandal, Bill O’Reilly is out, reports The Wall Street Journal. Starting Monday, Tucker Carlson will move into Mr. O’Reilly’s 8 p.m. time slot and “The Five” ..
The proliferation of “fake news”—be that the insult lobbed at journalists and publications that President Donald Trump and his administration detest or the websites peddling false information across the web to make a quick buck—has brought about a wave of advertising from news media organizations looking to underscore the value of responsible journalism. Earlier this month, ..
The Economist is ready to move beyond the impression and bet heavily on user attention-based selling as the future. The publisher, which operates a hybrid subscription and ad-funded business model, is offering marketers globally the ability to buy readers’ attention in-app and online, on a cost-per-hour (CPH) basis. The move follows the Financial Times’ adoption ..
Publishers’ branded content is going programmatic. Today, Sharethrough and AppNexus are rolling out real-time bidding for Sharethrough’s news feed-like promos. Publishers like Forbes, People, Men’s Health and USA Today Sports work with Sharethrough to set up ad formats that slide between articles to distribute sponsored content and native ads. Ultimately, the ads are sold by ..