Fila has launched a limited-edition Fila Explore collection that reflects adventure and the great outdoors, which is being promoted with a multichannel campaign that includes print in GQ and Vogue and a three-week interactive pop-up in New York City, plus a shorter-term pop-up in Los Angeles. The push also spans Twitter, Facebook and Instagram and out-of-home "wildposting" in 34 spots across Brooklyn and Manhattan.
Gatorade's "Highlights" mobile app enables teen athletes to share and celebrate their achievements with professional quality video and "motion stickers" that move with their content. The brand is expanding its marketing for the app, designed to help drive viral user-generated content, with influencers, paid media and by partnering with teen athlete video network Overtime.
Marketing technology newcomers AdQuick and Firefly recently launched programs with new attribution standards for OOH marketing efforts. Firefly is utilizing programmatic technology to enable marketers to customize taxi ads and track resulting consumer lift and store visits, and AdQuick now offers a payment choice to OOH media buyers based on the consumers interacting with an ad in real-time without charging upfront fees.
PreciseTarget is integrating retail audience data segments with LiveRamp, which includes data gleaned from the affiliate marketing programs of around 200 retailers. PreciseTarget turns the data into synthetic IDs that can be used for audience targeting.
Some 72% of consumers consider just two to four brands when making a purchase and 80% report being either very loyal or somewhat loyal to brands they buy, per an infographic from Wavemaker and BuzzFeed. The top element that spurs brand loyalty is a product being worth its price (30%), followed by superior quality (24%) and a brand delivering on its promises (22%).
Netflix might be considered a direct competitor to pay-TV companies, but the streaming leader is also counting on teaming up with them to reach customers who prefer traditional TV, executives say, pointing to a new alliance with AT&T and existing partnerships with major cable companies including Comcast and Charter Communications. "It's a nice supplemental, incremental component...of our overall subscriber acquisition process," Netflix's Greg Peters told analysts.
There can be no agreement on allowing wireless carriers to share C-Band spectrum through a public auction unless satellite licensees agree, the C-Band Alliance noted in a Federal Communications Commission filing. The FCC can only sell the spectrum through a private auction, the CBA said, adding that cable systems and broadcasters have no legal right to take part in a government-led proceeding.
Cable companies that are using MobiTV's IPTV platform have a transcoder alternative now that the company has completed a partnership with WISI Group for its Inca 3840 Adaptive Bitrate Transcoder, MobiTV announced. Nearly 100 cable companies have deployed MobiTV's end-to-end solution, which eliminates the need to install set-top boxes for video service.
AT&T and Verizon are targeting divergent audiences in the social media marketing campaigns touting their new 5G services, BrandTotal reports, with AT&T pursuing more mature audiences and Verizon tilting toward men. The analysis, conducted during May and June, also showed AT&T devoting most of its paid resources to Facebook, while Verizon preferred Twitter.