Posts made in January, 2017

on Jan 31, 2017

By Lisa Lacy TV and digital video analytics firm Ace Metrix has revealed its list of the most emotionally impactful Super Bowl ads since 2010, which it says US viewers found the most inspirational, heartwarming and humorous, as well as the least relatable. The lists were derived via natural language processing, or “scientific calculation based on the frequency of emotive words and phrases used in viewer comments,” Ace Metrix said. “Using advanced NLP and analytic techniques, we are able to…scientifically derive emotional scores based on actual reaction among at least 500 unique viewers of each ad,” said Ace Metrix chief executive Peter Daboll in Read full story › Source: The Drum...

on Jan 31, 2017

By Laurie Fullerton Jessica Correa, senior vice president of marketing for Planet Fitness, addressed the Ad Club of Boston recently on how the success of the Planet Fitness “judgment free” zone has resonated both within the company and to the public at large and has resulted in a larger focus and message of outreach. Correa outlined how the company and its franchisees have evolved from a “judgment-free” gym to advocates of an “anti-judgment, anti-bullying” brand message that ultimately states: “The world judges, we don’t. At Planet Fitness, be free.” A simple message that could not be more relevant in Read full story › Source: The Drum...

on Jan 31, 2017

By Jennifer Faull As pressure mounts for online media owners to be open to third party measurement, Facebook has revealed a series of expansions to its third-party verification as well as its own viewability measurement programme and more cross-measurement tools. Facebook’s timing of this update is coincidental, to say the least. One of the world’s biggest advertisers P&G laid down the gauntlet this week when its top marketer Marc Pritchard said that he would no longer be satisfied with the murky metrics it’s getting in return for a multi-billion dollar media spend. There are “too many players grading their own homework,” Read full story › Source: The Drum...

on Jan 31, 2017

By Tony Connelly German football club Bayern Munich have signed an exclusive partnership with Apple Music as music streaming service steps up its push into sports marketing. The deal will see Bayern players and staff curate playlists and generate unique content for Apple Music such as football-related videos and interviews. It builds on previous ties with company through the club’s partnership with Apple-owned Beats by Dre, who will continue to be Bayern Munich’s official sound partner. The deal marks the first time that Apple have partnered with a professional sports property, however its rivals such as Spotify and <a target=_blank href="http://www.thedrum.com/topics/deezer" Read full story › Source: The Drum...

on Jan 31, 2017

By Ayesha Salim Once misunderstood, programmatic, the art of using machines to buy ads, is now becoming more prevalent in the advertising industry. Last year, 73 per cent of advertisers’ total budgets were spent on programmatic and this number is only expected to rise this year. For Nicolas Bidon, global president of Xaxis, the reach of programmatic extends far beyond what most brands and agencies might expect. “It frees up time for people in [brands and] agencies to focus more on the creative story they want to tell to these different audiences. It takes away some of the tedious work of trafficking campaigns Read full story › Source: The Drum...