Posts made in January, 2015

on Jan 30, 2015

By Jennifer Faull Mondelez is targeting specific audiences for its Oreo and Ritz brands in real-time around the Super Bowl in what it claims is the first time an advertiser has programmatically bought inventory around the event. Two 15-second sport for each snack will air regionally on Sunday (1 February) in Erie, Pennsylvania. It has been bought through a partnership between TubeMogul, the first fruit to bear from the deal the pair inked last year, and WideOrbit. TubeMogul’s video buying software has been matched with broadcaster inventory from WideOrbit’s WO Programmatic–TV online marketplace. “We continuously look for new ways to experiment and collaborate with Read full story › Source: The Drum...

on Jan 30, 2015

By Will Pyne In the lead up to Super Bowl, Volvo has hatched a dastardly plan. In a socially-driven alternative to the predictable Big Game spot, they’ve dropped ‘Interception’: A Volvo giveaway that people can enter ONLY during competitors’ car commercials. ​Their purported rationale behind ‘Interception’ is as follows: People are at the heart of all things Volvo, and nothing puts people more at the heart of a stunt than offering them the chance to win a car for a friend. True this may be, but perhaps the more honest explanation is this: They want to cunningly hijack Super Bowl fans’ attention, playing Read full story › Source: The Drum...

on Jan 30, 2015

By John McCarthy The Daily Mail has completed the purchase of Elite Daily, a publication declaring to be the “Voice of Generation Y”. DMG picked up the publication for an undisclosed sum granting the group access to its youthful readership, 70 per cent of whom are aged between 18 and 34. Both editorial teams will remain separate in order for both brands to keep their unique voices although there will be content collaborations between the pair. Martin Clarke, publisher and editor in chief of DailyMail.com, said: “We are delighted to announce this deal. Elite Daily has a unique and engaging voice on a diverse range of Read full story › Source: The Drum...

on Jan 30, 2015

By Conor Cartwright Umbro is to promote its Velocita football boot through the first campaign created by KesselsKramer (KK) London for the brand. ‘Glory For all’ offers a focus on the grassroots player in a deliberate shift away from superstar endorsements. Directed by Ben Jones, Umbro’s advert centres on a Sunday League scenario where a young player wearing the boots takes on Titanic qualities on his way to scoring a goal. Dave Bell, creative director at KK, said: “This kind of communication is quite a departure for Umbro, and so is the boot: their fastest and lightest. “It also looks very different to the boot you Read full story › Source: The Drum...

on Jan 30, 2015

By Jennifer Faull Made.com has opened its biggest showroom to date as it continues its drive to take the online store to British high-streets. The near 800m2 space in Soho – which had previously been a bookshop – has joined the Shoreditch, Notting Hill and Leeds showrooms. The space mirrors the Made.com website. Full scale ‘virtual’ products are projected onto the curved walls which look like the pages of a book, a homage to the history of the store. Read full story › Source: The Drum...