Posts made in March, 2015

on Mar 27, 2015

By Mauricio Leon The idea of an ‘ad campaign’ is a concept as old as advertising. Historically, brands ran ad campaigns over a specific time horizon (a month, a quarter), after which they would assess whether their creative and media mix was working. In many cases, advertisers took this approach because they had to – TV buys needed to be lined up weeks or months in advance, and getting data back on effective reach and sales could be a strenuous process. A simple question like ‘how are TV spots affecting our new razor’s perception among young males?’ wasn’t always easy to answer. In digital advertising, Read full story › Source: The Drum...

on Mar 27, 2015

By John Glenday The Economist is embracing Apple’s latest product by bringing its audio edition to the fashionable wrist wear item next month. From 24 April subscribers of the current affairs magazine with Apple’s timepiece strapped to their wrist will receive a weekly digital audio edition; allowing them to play, pause, skip and rewind content whilst on the move. In addition subscribers will also receive a headline summary on the watch interface together with related information such as the next playable track and the number of items remaining to be heard. Tom Standage, deputy editor and head of digital strategy for The Economist, said: “You Read full story › Source: The Drum...

on Mar 27, 2015

By John Glenday Amazon is reportedly locked in talks to purchase luxury retailer Net-a-Porter according, a deal which could amount to the online retailers largest ever purchase if confirmed. Forbes states that whilst talks are continuing a deal is ‘far from complete’ indicating that discussions may be at an early stage and scotching suggestions that the sums involved would hit $2.19bn. Neither party has confirmed the rumour but a deal would make sense from Amazon’s point of view as it seeks to establish a name for itself in the high-end market – where margins are higher. In the 12 months leading to 29 March 2014 Net-a-Porter Read full story › Source: The Drum...

on Mar 27, 2015

By Gurjit Degun Sound Digital, a consortium of Arqiva, Bauer and UTV Media GB, has won its bid for a licence to operate a second national DAB multiplex in the UK. Read full story › Source: Campaign...

on Mar 27, 2015

By Arif Durrani WPP’s chief executive Martin Sorrell has made a significant change of tack in his stance to newspapers, suggesting they might not be over indexing in terms of advertising expenditure after all. Read full story › Source: Campaign...