Agencies have been offering their assistance in the wake of California's wildfires, such as Muhtayzik Hoffer donating helpful items to a Santa Rosa evacuation site and The Engine is Red offering its office space and equipment to anyone who needs to work remotely. The Engine is Red has also partnered with other agencies to create a site called Sonoma Rising to enable the region's producers to offer their merchandise for sale, with all proceeds going to relief initiatives.
Bensimon Byrne's Halloween campaign for Svedka Vodka features spooky digital banner ads that stalk consumers online. Once someone watches a pre-roll spot called "Curse Video," they are then followed around the internet with recipes for cocktails along with personalized creepy messages such as "I know you like the wrong vodka."
Twitter has released a new ad unit called Video Website Card, which the company explains is "a creative format that combines the power of video with the ability to drive users back to a site to learn more or take action in the moment." The new format boosts user retention by 60% and has double the click-thru rate of mobile video industry averages, Twitter says, based on beta testing.
Farmers Insurance is using the Netflix hit "Stranger Things" as a basis for its new 360 digital campaign. The advertisement allows users to explore unusual insurance claims as part of its "Stranger Claims" campaign, led by brand spokesman character Professor Nathaniel Burke.
Thirty percent of internet browsing will happen off-screen by 2020, per Gartner, as more consumers opt for the convenience of using voice-activated digital assistants. Advertisers are experimenting with how to engage consumers in the voice era, with some experts predicting that Alexa's or Siri's voice will be replaced by "brand voices," while features such as 3D holograms and assistants responding with intention could become part of the voice search experience.
Terri & Sandy has led a rebranding campaign for Gerber, which includes new packaging design, more modern flavors and a new tagline, "Anything for Baby." The push is aimed at millennial parents, touting the brand's production of organic baby food since the 1990s, its relationship with local farmers and includes digital and TV advertising.
Barton F. Graf is sending out a rallying call to the advertising industry to donate media space and create pro bono ads to encourage people to enroll for health care through the Affordable Care Act, in light of the fact that the current administration intends to spend 90% less than last year on promoting the initiative. The agency is calling the collaboration the Coverage Coalition, and partners so far include Freedman International, Park Pictures, Psyop, Hook QA, Get America Covered and Never The Less.
Shadi Halliwell, chief marketing office for Three UK, discussed what it takes to gain success in marketing during a conference in Australia. Halliwell outlines six key factors to success, including having a great boss, being brave and developing marketing insight.
Anomaly has been chosen by IKEA to lead a new global strategic account focused on developing a consumer and corporate platform to promote sustainability. The project is expected to last for at least three years.
Google has partnered with CBS to deliver ads during the streaming of "Star Trek," and has signed similar deals with other networks including Disney, Turner and NBCUniversal. The company has updated DoubleClick for Publishers to improve viewing forecasts and content management, and is developing more flexible ad units for video streaming.
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