By Angela Haggerty Be it paywalls, native advertising or every trick in between, publishers are still stuck in trial and error mode. And the industry’s relationship with programmatic trading is no different, with publishers jostling to find the right strategy and squeeze the biggest benefits, and in turn looking inwards to establish exactly what they can offer advertisers that bigger sites, such as Facebook with its envious number of page impressions, can’t. Take the Financial Times, for example, which is on a more solid ground with its programmatic strategy than some publishers have managed so far. The FT sits confidently behind its paywall, and Read full story › Source: The Drum...
Read MoreBy Natalie Mortimer A TV ad for Heineken’s Strongbow cider has avoided a ban from the Advertising Standards Authority after a viewer complained it implied that alcohol could be used to enhance success. Created by St Lukes, the ad featured a montage of clips showing men in high-pressure situations such as winning a game of snooker, reading a groom’s speech and scoring a goal. The ad culminated with the snooker shot being taken and won, the speech being delivered to applause and the goal being scored. The men then celebrated with a pint of Strongbow and the final frame of the ad featured Read full story › Source: The Drum...
Read MoreBy Jessica Davies Ford has kicked off the digital campaign for its connected car model EcoSport at Mobile World Congress in Barcelona by making 1,000 cars available exclusively via Facebook ahead of the official rollout in May. Customers across 11 European countries including the UK, can from today configure and reserve one of the connected car models via the social network. Around 100 cars will be made available per country. The cars that are made available in the pre-launch sale will also feature two additional connected apps for free – a parking app created by developer Parkopedia, and a voice-controlled personal radio app, Read full story › Source: The Drum...
Read MoreBy John Glenday Jack Daniels has harnessed the image of American screen and song legend Frank Sinatra for a new $2.3m campaign, highlighting how ‘Ol’ Blue Eyes’ once described as ‘the nectar of the gods’. The Tennessee whisky brand is marking the run up to the 100th anniversary of the screen legend’s birth with its Sinatra Select campaign from Arnold Worldwide. Harnessing animated scenes to weave together the connections between the two American icons the piece goes back in time to the 40s when Sinatra was first introduced to his favourite tipple by Jackie Gleason. The TV spot will air in favoured Sinatra haunts including New Read full story › Source: The Drum...
Read MoreBy John Glenday -Supermarket giant Tesco has announced that it will cast aside its previously sacrosanct profit margin of 5.2 per cent in order to allow it to more aggressively push price promotions. The move comes amidst a faltering performance which has seen the retailer sees earnings forecasts cut to £3.3bn this year. Chief executive Phillip Clark is masterminding the push, which coincides with a marked reduction in store expansions – falling from 1.4msq/ft of space last year to just 700,000sq/ft of space this year – as shoppers increasingly shy away from the big stores in favour of convenience outlets and online. Now instead of valuing Read full story › Source: The Drum...
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