Posts made in September, 2016

on Sep 27, 2016

By John McCarthy A Japanese ad promoting the eel farming industry of Shibushi city has invoked criticism and been pulled after the creative showed a purporting to fatten up and eat a teenage girl (she’s later revealed to be an eel). In the two-minute ad, a girl is seen playing by a pool side with a hula hoop as she is kept in a swimming pool while the narrator explains he is fattening her up. He said: “I fed her delicious food until she was full, and allowed her to get plenty of sleep.” A shock reveal at the end shows she is in Read full story › Source: The Drum...

on Sep 27, 2016

By Tony Connelly La Liga is implementing a number of changes to ensure its clubs market a more consistent brand image for the league as it attempts to catch up with the increasingly financial dominant English Premier League. The Spanish league’s marketing director, Adolfo Bara, was speaking at this year’s SoccerEx convention where he discussed the measures league bosses have taken to make sure its clubs capitalise on the new TV broadcast deal. The new €1.6 billion per season broadcast deal is double the amount of the previous contract and is designed to give smaller teams a greater share of the Read full story › Source: The Drum...

on Sep 27, 2016

By Vicki Lyon Ad-supported videos give consumers access to content in a way that’s familiar to them, meeting the well-established expectations set by the television era: ads are intrinsically a part of watching content. With the great migration of audiences from TV to online, the ad business has certainly evolved. Activity during the recent Rio Olympics attests to that: Bloomberg reported during the games that NBC’s primetime TV broadcast ratings were down 17% compared to the 2012 London games, while its online streaming audience was up 24%. Meanwhile, according to FierceCable, the network’s digital ad sales by the start Read full story › Source: The Drum...

on Sep 27, 2016

By Tony Connelly The Philadelphia 76ers have become the first NBA team to become directly involved in eSports ownership after acquiring two esports teams. The NBA team now have a controlling stake in two professional eSports franchises, Team Dignitas and Apex, which they will merge under the banner Team Dignitas. The 76ers will handle the day-to-day operations including player recruitment, marketing and sales for the team. In a statement announcing the news the NBA team said: “The Philadelphia 76ers will directly manage the combined team under the name Team Dignitas and utilize their business expertise and vast resources to bring infrastructure and alignment to Read full story › Source: The Drum...

on Sep 27, 2016

By Rebecca Stewart Over the weekend Snapchat rebranded to Snap Inc, the move was engineered to reflect the startup’s wider ambitions and coincided with the launch of its new product, Spectacles. The name of the messaging app remains unchanged, and the brand refresh will only affect its parent company, with chief executive Evan Spiegel noting this will make it easier for users to search for “the fun stuff and leave Snap Inc for the Wall Street Crowd”. Taking to the stage yesterday (26 September) at Ad Week New York, Snap I chief strategy officer Imran Khan explained the decision and also unveiled some fresh Read full story › Source: The Drum...