Honda's CR-V took a starring role in an episode of the latest season of "Community" that aired on Yahoo Screen. Third-party research indicates that viewers had 95% brand recall for the vehicle, and 50% were more likely to purchase a Honda after seeing the show. Honda was "thrilled with the results, both around brand favorability and brand recall," Yahoo Chief Revenue Officer Lisa Utzschneider said.
Yelp has announced that it's eliminating its display advertising business by the end of 2015 and will focus instead on native and local advertising. "The industry trend toward increasingly disruptive display advertising is at odds with our focus on the consumer experience, particularly within [our mobile] app," said Jeremy Stoppelman, CEO and founder.
Twitter grew its advertising revenue 63% in the second quarter, but that's down from a 129% increase in Q2 2014. The company also reported difficulties in attracting new users, and in response the company plans to hire a chief marketing officer and run its first integrated marketing campaign by the end of the year. The push will tout the Project Lightning live-event curation feature.
Advertising breaks per 30-minute television shows have increased by 23 seconds from 2011 to 2014, according to a report from AOL based on Nielsen MonitorPlus data. In addition, 15-second spots are becoming more popular, allowing for small yearly increases in ad impressions despite drops in ratings, the report showed.
Consumers are more likely to turn to social media applications to start their day off and use entertainment applications in the evening, according to a report by Opera Mediaworks. It also found users' first and last apps of the day vary throughout the month, with news and information apps seeing the greatest loyalty.
Great presentations and speeches can be undone with a weak or dull ending, writes Michelle Mazur. "When you nail your speech, your audience becomes your advocates and wants to spread and talk about your message. The last words you utter on that stage should enable them to do that with ease," she writes.
Netflix will outpace HBO and FX with its content roster in the coming years, with three dozen new, returning or planned original series, compared with HBO's 23 and FX's 19. Among its upcoming series this year: a 10-episode Season 4 of "Longmire," whose first three seasons ran on A&E, and a new series starring Aziz Ansari, called "Master of None."
HBO first made its name by separating itself from television and is now moving to redefine the medium through its online service HBO Now and an expansion of the content it offers, writes Matt Brennan. "HBO's partnerships with John Oliver, Bill Simmons, and Vice Media are emblematic of an effort on the part of all providers to rewrite the terms of the agreement between viewer and network," Brennan writes. "HBO and its competitors ... must become one of the two or three multifaceted, highly integrated platforms on which the viewer of the future will encounter the vast majority of his or her information and entertainment."
The U.K.'s Sky is poised to launch a new set-top box that will feature at least four tuners able to deploy programming throughout the home and transmit Ultra HD content. The SkyQ box also will be able to integrate with the Sky Go mobile service to provide content to mobile devices linked to the home network.
TD Bank has released three ads as part of its "Bank Human 3.0" campaign that pictures its everyday customers as action movie stars. The spots promote how the bank makes business easier. "We keep stretching ourselves creatively, and stretching our teammates creatively so that we can continue to distinguish ourselves in this competitive landscape," said Vinoo Vijay, TD Bank's chief marketing officer.