Tag

BMW

Browsing

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

 

Montreal-based Sid Lee has tapped Andy Bateman as its first U.S. Chief Executive Oficer. Sid Lee, which is part of the Hakuhodo DY Holding’s Kyu group, hopes Bateman’s experience in digital, data and C-suite-level business consulting will help it to scale in the U.S.

 

 

 

 

New York Media, owner of New York Magazine, has named Jacqueline Cinguina as its first CMO. Previously head of sales marketing, Cinguina now takes on the larger task of unifying marketing efforts across New York Media’s brands and building out its e-commerce strategy.

 

 

 

 

 

Uwe Dreher is the new Vice President of Marketing at BMW North America, effective July 1. Dreher will serve as a member of the company’s executive management team and will oversee all marketing communication and product planning for the BMW brand within the U.S. market.

 

 

 

 

 

Tyson Foods has named Noelle O’Mara as its Chief Marketing Officer. Previously General Manager and Senior Vice President of Jimmy Dean and Tyson, O’Mara will be responsible for overseeing all of Tyson Foods’ brands including Jimmy Dean, Ball Park, and Hillshire Farm.

 

 

 

 

 

Location Sciences Group PLC has announced the appointment of Donald “Donnie” Williams as a non-executive director of the company with immediate effect. Donnie has worked at Horizon Media, Inc. for nearly 13 years and has served as Chief Digital Officer since 2010.  

 

 

 

 

 

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here.

  • BMW

BMW has appointed Los Angeles-based Cashmere as its multicultural U.S. agency following a competitive review. The agency will handle programs aimed at African-American, Asian and Latino audiences.Incumbent The Community declined to participate in the review.Among BMW’s other agencies are Goodby, Silverstein & Partners (lead creative agency); Universal McCann (national and regional media planning and buying); and Critical Mass (digital and social media).

 

 

]

 

  • BB&T Bank

North Carolina-based BB&T Bank has appointed Knoxville-based agency The Tombras Group as its agency of record, following a review.Moxie and LGA were the incumbents.The agency will handle brand creative, strategic planning, digital transformation and media buying and planning for BB&T Bank.BB&T Bank, one of the 20 largest banks in the U.S., spent over US$8.1 million on measured marketing in 2017 and around US$2.5 million in the first six months of 2018, according to Kantar Media.

 

 

 

 

  • McDonald’s

McDonald’s has significantly expanded its relationship with Doner by assigning strategy and creative AOR responsibilities for the brand’s national field activation program following a review. Moroch served as the incumbent. Under the assignment, the agency will customize national campaigns for more than 14,000 locations across the U.S.

 

 

 

  • P&G

Procter & Gamble is simplifying its business by organizing. Beginning July 1, 2019, the Company will operate though six industry-based Sector Business Units (SBUs) for the largest geographic markets, led by Sector Business Unit CEOs who will report to Taylor. These SBUs will have direct sales, profit, cash and value creation responsibility for its largest markets – U.S., Canada, China, Japan, U.K., Germany, France, Spain, Italy, Russia and smaller adjacent countries – accounting for about 80% of Company sales and 90% of after-tax profit. The SBUs will have responsibility for all facets of the business in these markets: consumer understanding, product and package innovation, brand communications, selling and retail execution, and supply chain. In these markets, the Company will continue to provide scaled market services to help the SBUs operate efficiently and with high quality.Responsibility for the remaining markets will be organized into a separate unit with sales, profit, and value creation responsibility.The Company reiterated this structure supports continued focus on the streamlined portfolio of 10 product categories; ongoing efforts to move resources closer to the consumers and customers it serves.

 

2018/2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • Applebee’s

Applebee’s wants its´customers to feel better with cheap alcohol and lots of food. That’s been the brand’s strategy since John Cywinski took over as its president in March of last year.With this strategy, Applebee’s US same-store sales increased 7.7% in the third quarter of this year, setting a 14-year record. Applebee’s customers have an average household income of $70,000, the company said. About 30% of its customers are Millennials, but it also sells to Baby Boomers and Gen Xers. And it serves more families and black and Hispanic customers than its peers.With a bigger advertising budget, Applebee’s poured money into campaigns that highlight the brand’s renewed commitment to indulgent food. The ads are designed to make you laugh and make people hungry. The brand is focusing on comfort food. The brand  is investing in off-premise dining, technology and delivery.

 

  • Auberge Resorts

Auberge Beach Residences & Spa will open the doors to the 15,000-plus square-foot The Spa at Auberge Beach, welcoming wellness aficionados and soon-to-be residents of the most sought-after address in Fort Lauderdale, where only a few select residences remain.Set on the picturesque shores of Fort Lauderdale, land and sea’s rejuvenating elements will be incorporated throughout every aspect of the resort-caliber spa, which has been masterfully conceived by The Related Group, Fortune International Group, Fairwinds Group and Auberge Resorts Collection, the internationally renowned ultra-luxury resort operator.The Related Group was established in 1979 and is America’s leading developer of sophisticated metropolitan living and one of the largest firms.The firm is one of the largest Hispanic-owned businesses in the United States with a development portfolio of projects worth in excess of US$15 billion.

2018/2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

 

  • McDonald’s

McDonald’s will conduct a review of its US$2 billion global media buying account.The burger chain spends around US$2 billion on media annually world-wide, according to a person familiar with the matter. Incumbent OMD has handled McDonald’s ad-buying business for more than a decade in the U.S. and globally. The agency will be participating in the review. As part of its ad review, McDonald’s said it is moving away from a single global media agency and will instead select a small number of ad-buying agencies to work with globally.

 

 

  • Johnnie Walker

At a time when immigration is at the forefront of cultural conversation, blended Scotch Whisky brand Johnnie Walker is launching a new spot titled “Citizenship*,” which brings attention to the diverse backgrounds that represents the rich fabric of America today. The new creative, which is part of the brand’s ongoing Keep Walking America campaign, showcases the journey to becoming an American citizen. To support this new campaign, Johnnie Walker recently partnered with Wilmer Valderrama. America is a nation built of immigrants, comprised of different backgrounds and cultures and Johnnie Walker is honored to celebrate all citizens who call this country home. Johnnie Walker’s media planning and buying agency is Carat; the brand’s creative agency, Anomaly, developed the spot.

 

 

  • Cubavera

Cubavera, Perry Ellis International’s Latin menswear brand, celebrates Latin culture with the launch of the Wear Your Heritage web series. The campaign focuses on sharing the individual #SoyLatino stories of influential celebrities, athletes and community leaders and unveils what it is that connects them to their Hispanic culture.Much like a guayabera tells a story through its unique linen, colors and embroidery, the journey of each Latino is similarly marked by his/her country of origin and individual path. In honor of this journey, the Wear Your Heritage web series,  connects Latino icons such as famous cuban band Orishas, telenovela heartthrob Erick Elias, Univision’s Chef James, actors Gabriel Coronel, William Valdez and professional baseball players Jonathan Villar and Jose Berrios to their heritage. Throughout the series, influencers will tell the story of their upbringing, cultural background and how they are breaking barriers in their respective industries as Latinos. Stories of each influencer’s journey and childhood memories will culminate with how the Cubavera brand represents the Hispanic journey and lets individuals ‘wear their heritage’. The campaign includes a social component with a call to action for Latinos to share their stories with @Cubavera via the #SoyLatino hashtag.

 

  • Adobe

Software giant Adobe has launched its first U.S. media planning and buying agency review after more than a decade. Goodby Silverstein & Partners, the creative agency of record for Adobe since 2001, will not be affected by the review. The current review is said to concern only media and will therefore not affect GS&P’s creative responsibilities. It is not known which agencies will be competing for the business. Adobe spent about US$55 million on measured media in 2016 and US$27 million in the first half of this year, according to Kantar Media.

 

 

 

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Hasbro

Hasbro and NBCUniversal’s Telemundo and social media marketing agency Being Latino have closed an integrated Spanish-language media deal, Mediapost has reported. The deal includes a three-month campaign targeting Latina mothers, using Hasbro’s “Fun with Mom” messaging. The campaign began last October 23, appearing on Hasbro and Telemundo brand channels.Videos of Hispanic social media influencer Evesther will showcase moments with mothers and their children playing together and will highlight Hasbro products including Transformers, Play-Doh, Baby-Alive and Pie Face.The campaign will use the hashtag #MomentosConMamá to amplify social reach and receive additional exposure through NBCUniversal’s Social Synch offering.

 

 

 

  • BMW

German carmaker BMW has launched a review for its U.S. Creative AOR assignment, the has confirmed. KBS is the incumbent and has been invited to defend the account. In 2016, Interpublic Group’s UM retained BMW’s North American media planning and buying account after a review. The agency has also picked up media planning for BMW-owned Mini, after previously handling buying.BMW spent around US$200 million on measured media in the U.S. in 2016, according to Kantar Media.

 

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Check out our new roundup for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Google, Apple, Microsoft, Amazon and Facebook took the top 5 places in the ‘2017 BrandZ Top 100 Most Valuable Global Brands’ ranking released by WPP and Kantar Millward Brown.

Toyota came in first on the list of the world’s most valuable automakers by overall brand value. BMW took second place.

Marketing Week has released its 100 Disruptive Brands 2017 list.

Twitter and IPG Media Lab conducted a study on the success of paid video ads appearing in users’ feeds. “The Art of the Takeover: Optimizing What Consumers See First” and found that First View — promoted videos that run at the top of users’ time lines — are more effective than “standard view” ads that appear throughout the same feeds.

According to One Click Retail’s research, Amazon‘s consumer product sales in the health and personal care, baby and grocery segments saw double-digit growth in the first quarter 2017, while the overall global health and personal care markets declined 1% and the grocery market declined 10%.Research from Cambridge Analytica, looked at brand preferences by Americans across a wide array of categories, finding that Ford (

Research from Cambridge Analytica, looked at brand preferences by Americans across a wide array of categories, finding that Ford was the most popular auto brand, followed by GM. Men prefer BMW, followed by Ford. Ford is the most desired brand for couples without children and Millennials.

A survey by Ipsos found that 25% of Americans said they had stopped using a brand’s goods or services in the previous three months because of protests, boycotts or the brand’s perceived political leanings.

In the study “Trade Marketing in Transition” from Criteo and Kantar Millward Brown, 50% of respondents rated online sales as “disruptive to hugely disruptive” to their industry. Other worries were Amazon setting prices (29%), conflicts between brand and retail sites (28%), and the complexity of process (27%).

Kantar Media also found the $117.9 million spent on marketing in the U.S. last year by Facebook, Twitter, LinkedIn, Snapchat and Pinterest. 

By 2021, business-to-business ecommerce will reach $1.2 trillion in the U.S., or 13 percent of the space according to Forrester Research said.

Create & Cultivate and marketing research agency Buzz MG surveyed more than 400 millennial females about their jobs, finances and social habits, and found that 51 percent believed that LinkedIn had been the most beneficial social platform for their careers.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • TurboTax

TurboTaxcb_tt_pref_i_rgb®,  the tax preparation provider owned by Intuit, announced the launch of its 2017 advertising campaign. Titled “Relax There’s TurboTax,” the campaign includes the brand’s return and fourth consecutive appearance in America’s biggest football game (Super Bowl). The campaign includes five broadcast spots, in both English and Spanish, and web films showing reassuring conversations that happen between TurboTax experts and customers, played by celebrities Kathy Bates, DJ Khaled, David Ortiz and Karla Souza. A series of new spots, including “Kathy Bates Scary Dependents,” “David Ortiz New Job,” “DJ Khaled The Exercise Program,” and “Karla Souza Dependientes,” launched over New Year’s, during NFL and college bowl games, with additional spots rolling out over the next few weeks.The campaign includes media integrations, digital and social activations and will continue throughout the 2017 tax season in high-impact sports, entertainment and cultural moments—including a 45-second ad on Sunday, February 5 in America’s biggest football game.The campaign was created in partnership with independent advertising agency Wieden+Kennedy, based in Portland, Oregon and multicultural agency Grupo Gallegos.

https://youtu.be/gxYuHVDnL8o

      • Walmart

descargaWalmart has confirmed that it appointed Minneapolis-based Haworth Marketing + Media to handle AOR duties and its’ US$900 million U.S. media account with.Haworth will play a number of roles including media planning and placement, strategy for brand integrations and strategic partnerships in the marketing, media and entertainment arenas.

 

 

 

      • The U.S. Army

descargaThe U.S. Army has issued an RFP for its next ad and marketing program contract, valued at US$4 billion over ten years, Mediapost repots. IPG’s McCann is the current incumbent and is expected to defend. The base contract of the new pact would have an initial five-year term but potentially, the new agreement could span 10 years if options to extend are exercised. The work would cover marketing efforts for the “Active Army, Army Reserve, Army Civilian workforce, and the Army National Guard. In addition, campaigns may be required for influencer and multi-cultural markets.” It also includes development and production of creative; planning and purchasing of media; strategic planning/research; local marketing; event marketing; interactive marketing; promotions marketing; public relations; multi-culture advertising; as well as online and social media.

 

 

      • U.S. Bank

descarga-3Minneapolis-based U.S. Bank, which is operated by U.S. Bancorp, has appointed Crossmedia as its new media agency of record following a review. The bank spent US$45.7 million on measured media in the U.S. last year.

 

 

 

 

      • TD Bank

descarga-1TD Bank has appointed Havas Media U.S. as its media agency of record following a review. TD Bank spends around US$70 million annually on ads, according to Kantar Media.The incumbent was Tierney, part of Interpublic.Havas will be responsible for all of TD Bank’s media across video, print, digital, mobile and social marketing as well as analytics duties.TD Bank is one of the ten largest banks in the U.S., with more than 8 million customers and 1,200 locations primarily along the East Coast.

 

To get detailed contact information about the decision makers behind these campaigns and access an annual subscription to the interactive database of more than 2,500 marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price.

 

  • BMW

descarga-1Luxury automaker BMW has made agency changes in the U.S. KBS will remain the brand’s lead creative agency, but lose social media, CRM and web development assignments. Omnicom’s Critical Mass has been appointed  to handle web development following a competitive review. Interpublic Group’s UM, which won BMW’s North American media planning and buying account last July, will retain the account. BMW spent US$314.1 million on U.S. advertising in 2015, according to the Ad Age Datacenter.

 

 

  •  Kia Motors

descargaIndependent creative agency Grupo Gallegos is launching Kia Motors America’s first social media campaign targeting Hispanics. The campaign, #SantaEnCasa (Santa at Home), also marks the agency’s first social media effort for Kia. This year Kia has a “Holiday On Us” sales event that aims to “bring joy beyond the holiday season” by picking up the tab for the first two months and allowing consumers to postpone payment for five months. In order to showcase what joy beyond the holidays looks like, Grupo Gallegos has created a humorous campaign showing what happens when Santa comes to drop off presents on Christmas and then stays with a family well past the holiday.Encompassing five spots created by Grupo Gallegos, the campaign shows Santa as a fish out of water while doing daily chores at his new home away from the North Pole. For example, in the spot Medias (Socks), we see Santa folding laundry with the family’s mother, and Santa taking each sock and putting a gift in it like you would do so for a stocking. The campaign will launch on Kia Latino Facebook and on Instagram, and in addition to the five videos the campaign will include month-long content of Santa’s happenings as he encounters his new life outside the North Pole. The campaign will also be supported via paid media and with the hashtag #SantaEnCasa.

To get detailed contact information about the decision makers behind these campaigns, access an interactive database of more than 2,500 marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Delta Air Lines

descarga (3)Delta Air Lines has selected Atlanta-based agency Moxie, part of Publicis Media, as its new social media agency following a competitive review. Moxie will manage social efforts, including strategy, content creation and analytics, across Delta’s core channels: Facebook, Instagram, LinkedIn, Twitter and its “Taking Off” Tumblr page. Media was awarded to Omnicom’s PHD in April. Last year it consolidated global digital duties with WPP’s AKQA.

 

  • BMW

DejX49rF_400x400IPG’s UM is retaining BMW’s US$300 Million U.S. media account after the carmaker decided to keep its U.S. media agency assignment following a 14-month review that began in May of 2015.BMW spent about US$185 million on ads in 2015, according to Kantar Media.UM won the account in 2009.

 

 

 

 

  • Fantástico 

CnWxExCWIAAnnFjFantástico, the free, hyper-local, mobile-optimized site that provides Latino consumers with a ticket-purchasing experience that is entirely in Spanish from homepage to checkout, announced it will launch its first consumer ad campaign in the New York market next week. The campaign, a comprehensive Spanish language grassroots effort that includes subway ads, digital, street teams and branded promotional materials, will target Hispanic consumers looking to purchase tickets on the mobile devices they use the most and in the language they speak. The advertising features a contest with weekly prizes of tickets to popular events.Fantástico was introduced last month into the New York market by Schramm Marketing Group, the marketing agency specializing in multicultural marketing and ticket sales promotions. The website, www.Fantastico.nyc, caters to the region’s large Spanish-speaking community in the nation’s sports and entertainment capital. The campaign will specifically target this demographic with strategically placed advertisements on select platforms and trains of the number 7 subway line, which is heavily populated with Hispanic commuters as well as New York Mets game attendees en route to CitiField in Flushing Meadows, Queens.

  • FullSix Media by Havas

images (1)Havas Group is launching FullSix Media, its third full-service media network operating alongside flagship Havas Media and Arena Media. The new network, dubbed FullSix Media, was created on the foundation of FullSix Group, a Paris-based digital marketing services shop it acquired last year for $75 million.The new network, which launches Sept. 1, integrates FullSix with Havas’ preexisting Forward Media unit, to form a new global media services practices with operations across Europe, Latin America and the U.S, Mediapost reports.The new entity will be headed by FullSix Group Founder and CEO Marco Tinelli, former WPP exec.Tinelli joins the Havas Media Group’s executive committee.

  • Coronado Brewing Co.

imagesIndependent creative agency Grupo Gallegos  has been named creative AOR agency for Coronado Brewing Co., a San Diego-based brewery that continues to define West Coast craft beer. The appointment followed a competitive review.Sources close to Coronado Brewing Co. told Portada that the company does not work with a media agency. The agreement with Grupo Gallegos does not include traditional media buying, but brand activation.Coronado Brewing Co.’s beers are currently sold in 19 states, including California, Arizona, Colorado, Connecticut, Florida, New York, New Jersey and Nevada, as well as internationally. In May, Grupo Gallegos was named digital and social agency of record (AOR) for Hass Avocado Board. In addition, the agency is AOR of California Milk Processor Board, TurboTax and Foster Farms, among others. Grupo Gallegos is also a roster agency for Kia Motors America, focusing on the Hispanic market.

  • GlaxoSmithKline Consumer Healthcare

4f04e6a303341df5bbe81beafdf29f33_400x400GlaxoSmithKline Consumer Healthcare consolidated its global agency roster to nine shops across advertising, digital, content, PR, expert marketing and shopper marketing to support its brands.Edelman has been appointed for content and PR.Media will continue to be managed by Omnicom’s PHD and WPP’s GroupM.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

sands-floor-sm As weary ad execs wandered home from CES 2015, we took a look at what this mother of all consumer electronics shows revealed about the future of advertising. We identified five trends that we think will matter for advertisers in the years to come, and checked in with three smart executives to get their thoughts.

1. Connected Watches

They show no sign of going away, with twice as many wearable exhibits as at CES 2014. But ads on them? Really? Probably, according to Jeremy Sigel, director of mobile, North America, for digital agency Essence. “Similar to mainstream mobile ad formats, it is easy to envision a full-screen interstitial ad or even a 15-second video on a smartwatch,” Sigel says. He points out that while a watch face may seem small, the dimensions would be similar to a Facebook mobile newsfeed ad. “While smartwatch ads may start there, the bigger opportunity will be highly contextual push notifications that strive to be additive, and branded applications that are inherently helpful to keep a brand top-of-mind.”

smart-watches-sm

If you think people won’t accept ads on their smartwatches or fitness devices, just remember that in the early days of mobile, people said the same thing about their phones. In fact, some of us, ahem, are old enough to remember when advertising on the World Wide Web was frowned upon.

2. OTT TV:

Dish’s SlingTV streaming service gave another push to over-the-top video, enabling subscribers to watch live TV, video-on-demand and 12 cable channels on a variety of devices. It also could open the way for better targeting and tracking of TV ads. Sling did not immediately respond to an email about its ad plans, but third-party ad networks may start salivating now.

Pat McKenna, CEO of Strike Social, says Sling and other OTT services will help marketers get a more accurate comparison of the performance of video ads on TV and digital. Strike Social is a third-party TrueView advertising, targeting and analytics platform that tracks video-ad performance across YouTube, Twitter and Facebook. The key to achieving this, according to McKenna, is for OTT services to provide APIs and consistent data to allow ad servers and analytics platforms to consume their data. “The opportunity for us is to marry performance data across all platforms, and then provide the report to [advertisers],” he says.

David Santana, art director at global, digital marketing agency Deep Focus, says that Sling TV’s $20 monthly subscription, no-contract deal will be attractive to Hispanic consumers, who are gravitating to other companies like T-Mobile that don’t demand customers lock themselves in. He says a bigger win will be if Sling TV develops content packages for Hispanics, the way that DirectTV does. (In December DirecTV introduced OTT Video Service Yaveo targeting the Hispanic population.) “The opportunity to tailor content packages to this market is important to see it grow,” Santana concludes.

The opportunity to tailor content packages to this market is important to see it grow.

3. Connected and autonomous cars

Internet-connected cars have been around at least since BMW introduced ConnectedDrive in 2011 – and CES 2014 seemed to be the CES of the Car. This year, more than a dozen cars were on display, many of them highlighting current or concept connected-car technology. With Google powering or at least participating in several of these offerings, you have to wonder: Wouldn’t it be great if, instead of driving, you could, um, use Google Search or watch YouTube with prerolls. There’s also a strong –someday – play for ads on the so-called infotainment screens, the ever-larger digital dashboard screens that show everything from what’s playing on the sound system to your navigation route to use Facebook.

[youtube https://www.youtube.com/watch?v=SyCox6In5bg&w=560&h=315]

How about sending the driver a McDonald’s coupon when she’s approaching the restaurant? Actually, TeleNav has been doing that since 2010. The problem has always been, and continues to be for now, getting enough scale to make it worthwhile for national advertisers to bother. Maybe someday …

Wouldn’t it be great if, instead of driving, you could, um, use Google Search or watch YouTube with prerolls?

 

Nick Cannon playing virtual volleyball
Nick Cannon playing virtual volleyball

4. Virtual Reality

Volvo, Dos Equis, Marriott, HBO, Tourism Australia and a handful of movie marketers have already released branded apps. VR is cool and fun, but hampered by the need to use a headset. Joining the fray among the expensive and still-in-beta Oculus Rift and the adorably crafty – and cheap – Google Cardboard headsets, Avegant and Samsung demonstrated virtual reality at the show. In the short term, VR marketing will live at trade shows and special events, where staffers can be on hand to manage the hardware and software.

Deep Focus’ Santana gives kudos to Volvo for it’s VR campaign that sent consumers who registered a Google Cardboard viewer kit. “That make it inclusive,” he says. “You don’t need a lot of money or to be in a major market to experience virtual reality. That’s important for the Hispanic community.”

Eventually, Digital Agency Essence’s Sigel thinks, that these virtual-reality “experiences” could contain ad units, in much the same way ads have been inserted into TV broadcasts, as well as into video and console games. He gives the example of a VR experience that lets you sit court-side at an NBA game. “In addition to traditional signage, the t-shirts of patrons, concessions, chants from the crowd, a comment from a court-side celebrity and shouts from players may all be sellable units,” he says.

By tapping into someone’s Fitbit or health-tracking device, could you send him an ad for Starbucks when his energy flags?

5. Big data gets ginormous with connected-everything

The Internet of Things was one of CES 2015’s Top Tech Trends, along with wearables and autonomous cars. All these devices will generate data either all the time or a lot of the time. Location-based data combined with behavioral and contextual data could make ad targeting incredibly more complex – and possibly better. The quantified self, continuously tracked by wearables, could alone generate unprecedented amounts of usable personal data. The possibilities – futuristic as they are – are fascinating. By tapping into someone’s Fitbit or health-tracking device, could you send him an ad for Starbucks when his energy flags?  Would his anonymous personal profile include the information that he’s more likely to respond to ads 20 minutes after he’s completed a run? How about a tweet from New Belgium Brewing after that run? Now, that’s the future of advertising.

sands-floor-sm As weary ad execs wandered home from CES 2015, we took a look at what this mother of all consumer electronics shows revealed about the future of advertising. We identified five trends that we think will matter for advertisers in the years to come, and checked in with three smart executives to get their thoughts.

1. Connected Watches

They show no sign of going away, with twice as many wearable exhibits as at CES 2014. But ads on them? Really? Probably, according to Jeremy Sigel, director of mobile, North America, for digital agency Essence. “Similar to mainstream mobile ad formats, it is easy to envision a full-screen interstitial ad or even a 15-second video on a smartwatch,” Sigel says. He points out that while a watch face may seem small, the dimensions would be similar to a Facebook mobile newsfeed ad. “While smartwatch ads may start there, the bigger opportunity will be highly contextual push notifications that strive to be additive, and branded applications that are inherently helpful to keep a brand top-of-mind.”

smart-watches-sm

If you think people won’t accept ads on their smartwatches or fitness devices, just remember that in the early days of mobile, people said the same thing about their phones. In fact, some of us, ahem, are old enough to remember when advertising on the World Wide Web was frowned upon.

2. OTT TV:

Dish’s SlingTV streaming service gave another push to over-the-top video, enabling subscribers to watch live TV, video-on-demand and 12 cable channels on a variety of devices. It also could open the way for better targeting and tracking of TV ads. Sling did not immediately respond to an email about its ad plans, but third-party ad networks may start salivating now.

Pat McKenna, CEO of Strike Social, says Sling and other OTT services will help marketers get a more accurate comparison of the performance of video ads on TV and digital. Strike Social is a third-party TrueView advertising, targeting and analytics platform that tracks video-ad performance across YouTube, Twitter and Facebook. The key to achieving this, according to McKenna, is for OTT services to provide APIs and consistent data to allow ad servers and analytics platforms to consume their data. “The opportunity for us is to marry performance data across all platforms, and then provide the report to [advertisers],” he says.

David Santana, art director at global, digital marketing agency Deep Focus, says that Sling TV’s $20 monthly subscription, no-contract deal will be attractive to Hispanic consumers, who are gravitating to other companies like T-Mobile that don’t demand customers lock themselves in. He says a bigger win will be if Sling TV develops content packages for Hispanics, the way that DirectTV does. (In December DirecTV introduced OTT Video Service Yaveo targeting the Hispanic population.) “The opportunity to tailor content packages to this market is important to see it grow,” Santana concludes.

The opportunity to tailor content packages to this market is important to see it grow.

3. Connected and Autonomous Cars

Internet-connected cars have been around at least since BMW introduced ConnectedDrive in 2011 – and CES 2014 seemed to be the CES of the Car. This year, more than a dozen cars were on display, many of them highlighting current or concept connected-car technology. With Google powering or at least participating in several of these offerings, you have to wonder: Wouldn’t it be great if, instead of driving, you could, um, use Google Search or watch YouTube with prerolls. There’s also a strong –someday – play for ads on the so-called infotainment screens, the ever-larger digital dashboard screens that show everything from what’s playing on the sound system to your navigation route to use Facebook.

[youtube https://www.youtube.com/watch?v=SyCox6In5bg&w=560&h=315]

How about sending the driver a McDonald’s coupon when she’s approaching the restaurant? Actually, TeleNav has been doing that since 2010. The problem has always been, and continues to be for now, getting enough scale to make it worthwhile for national advertisers to bother. Maybe someday …

Wouldn’t it be great if, instead of driving, you could, um, use Google Search or watch YouTube with prerolls?
Nick Cannon playing virtual volleyball
Nick Cannon playing virtual volleyball

4. Virtual Reality

Volvo, Dos Equis, Marriott, HBO, Tourism Australia and a handful of movie marketers have already released branded apps. VR is cool and fun, but hampered by the need to use a headset. Joining the fray among the expensive and still-in-beta Oculus Rift and the adorably crafty – and cheap – Google Cardboard headsets, Avegant and Samsung demonstrated virtual reality at the show. In the short term, VR marketing will live at trade shows and special events, where staffers can be on hand to manage the hardware and software.

Deep Focus’ Santana gives kudos to Volvo for it’s VR campaign that sent consumers who registered a Google Cardboard viewer kit. “That make it inclusive,” he says. “You don’t need a lot of money or to be in a major market to experience virtual reality. That’s important for the Hispanic community.”

Eventually, Digital Agency Essence’s Sigel thinks, that these virtual-reality “experiences” could contain ad units, in much the same way ads have been inserted into TV broadcasts, as well as into video and console games. He gives the example of a VR experience that lets you sit court-side at an NBA game. “In addition to traditional signage, the t-shirts of patrons, concessions, chants from the crowd, a comment from a court-side celebrity and shouts from players may all be sellable units,” he says.

By tapping into someone’s Fitbit or health-tracking device, could you send him an ad for Starbucks when his energy flags?

5. Big Data Gets Ginormous with Connected-Everything

The Internet of Things was one of CES 2015’s Top Tech Trends, along with wearables and autonomous cars. All these devices will generate data either all the time or a lot of the time. Location-based data combined with behavioral and contextual data could make ad targeting incredibly more complex – and possibly better. The quantified self, continuously tracked by wearables, could alone generate unprecedented amounts of usable personal data. The possibilities – futuristic as they are – are fascinating. By tapping into someone’s Fitbit or health-tracking device, could you send him an ad for Starbucks when his energy flags?  Would his anonymous personal profile include the information that he’s more likely to respond to ads 20 minutes after he’s completed a run? How about a tweet from New Belgium Brewing after that run? Now, that’s the future of advertising.

bmw.webBMW has chosen the consulting firm Accenture to manage its digital marketing campaigns and the launching of its new web.

Accenture will be responsible for all aspects of the roll-out of BMW’s new custom-built web platform across 100 markets by 2014. The consulting also will be in charge of  the agencies involved, scoping digital requirements, training local contents managers and agencies on the new platform, coordinating testing and post go-live support.

Under a second agreement, Accenture will also be tasked with taking BMW’s centrally-created online marketing campaigns and tailoring the implementation and content distribution to local markets through country sites.

Accenture will be also responsable for the Content localization, social media channels, deployment to mobile versions of the site, CRM campaign support and training to BMW’s local market teams.