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Latest news from The Drum

Wimbledon ‘wags’ set to drive real-time shopping trends
Posted on Tuesday June 30, 2015

Wimbledon ‘wags’ and celebrity spectators are set to drive real-time shopping trends over the coming fortnight, according to a survey commissioned by eBay Advertising.

This found that searches for ‘crochet dress’ on the auction site spiked by 37 per cent after Kim Murray happened to wear one to the 2013 final to view her husband, a pattern repeated by Jelena Djokovic’s choice of attire when a corresponding 39 per cent jump in ‘striped dress’ searches was observed.

Other insights include a peak of 100 searches per hour for ‘Reiss’ coinciding with another public appearance by Kim Murray wearing one of the label’s dresses last year whilst searches for ‘black slip dress’ shot up by 59 per cent on the day Victoria Beckham turned up to the 2013 final.

Phuong Nguyen, director, eBay Advertising UK, said: “As the nation is gripped by events on court in SW19, nimble marketers have scope to tap into real time trends driven by the fashion choices on display in the stands. But speed alone is not enough; marketers need observed behavioural insights to target precisely.”

Traditional tennis brands such as Lacoste and Fred Perry look set to be the big winners from the event however, with searches for both brands peaking over the middle weekend of the tournament.

Kendall Jenner portrait becomes most-likes selfie ever posted on Instagram
Posted on Tuesday June 30, 2015

Photo-sharing app Instagram has notched up its most liked selfie ever after US model Kendall Jenner, half-sister of Kim Kardashian, racked up 2.6m likes in just one month courtesy of a red carpet mug shot.

The tally sees Jenner take the crown for having the most liked selfie on the platform from her own sibling, who previously held the title for a wedding day pic alongside new hubby Kanye West which could only amass 2.4m likes over the course of a year.

To pull off the feat Jenner posed lying on the floor in a lace dress with her flowing hair carefully arranged into heart shapes. Following news of her triumph Jenner took to Twitter to tweet: “Take that KimYe”.

Despite winning this particular Instagram battle Kardashian still rules the roost when it comes to total followers, with an army of 37.5m keeping tabs on the celebrity's postings.

Shazam targets ad growth with One Direction, Calvin Harris & other artist profiles
Posted on Tuesday June 30, 2015

Music recognition app Shazam is seeking to bolster its advertising business by introducing profiles for some of the biggest names in the industry; including One Direction, Calvin Harris and Coldplay.

New social functionality will automatically sign-up users to ‘follow’ Shazamed artists, enabling them to view what songs their idols are currently playing.

It is hoped that the feature will drive further page views and traffic to the app and in turn the amount of advertising revenue which the service can command.

Speaking to Business Insider Shazam’s executive chairman said: “For us as a company it’s beneficial because we’ll be able to increase the number of users, the number of page views, and therefore the amount of advertising inventory we can monetise.”

In recent years Shazam has branched out into advertising by enabling television viewers to search for audio played during commercials and is also experimenting with visual recognition systems for identifying products.

Both operations have proven to be tidy little money spinners with Shazam’s valuation hitting £649m.

NBC drops Trump: he responds by calling them “weak” and slams Brian Williams
Posted on Monday June 29, 2015

After NBC announced its plans to cut ties with Donald Trump moving forward following the offensive remarks he made towards Mexican immigrants during his presidential campaign speech, the reality TV star has responded by calling the broadcaster “weak” while adding “they will stand behind lying Brian Williams, but won’t stand behind people that tell it like it is.”

NBC will no longer air Miss USA or Miss Universe, both of which Trump previously co-produced with the network. He also will no longer host ‘Celebrity Apprentice.’

In a statement that he posted on his Instagram account, Trump responded to NBC’s decision with the following: “We must have strong borders and not let illegal immigrants enter the United States. As has been stated continuously in the press, people are pouring across our borders unabated. Public reports routinely state great amounts of crime are being committed by illegal immigrants. This must be stopped and it must be stopped now. Long ago I told NBC that I would not being doing The Apprentice because I am running for President in order to Make our Country Great Again.”

He also said that the Miss Universe and Miss USA contract he had with NBC “will be determined in court.”

During his presidential candidacy speech earlier this month, Trump said of Mexican immigrants: “They’re bringing drugs, they’re bringing crime, they’re rapists.”

Trump still stands by the comments he made.

NBC drops Donald Trump over his offensive immigration comments
Posted on Monday June 29, 2015

NBC has officially cut its ties with Donald Trump after the presidential hopeful insulted Mexican immigrants during his campaign speech earlier this month.

The broadcaster will no longer air the annual Miss USA and Miss Universe Pageants, which were part of a joint venture between NBC and Trump. He also will not return to host his long-running show, ‘Celebrity Apprentice.’

In a statement, the company said: “At NBC, respect and dignity for all people are cornerstones of our values. Due to the recent derogatory statements by Donald Trump regarding immigrants, NBCUniversal is ending its business relationship with Mr. Trump.”

Last week, Spanish-language broadcaster Univision said it will no longer air the Miss USA pageant after Trump said of Mexican immigrants during his presidential candidacy speech, “They’re bringing drugs, they’re bringing crime, they’re rapists.”

Shortly afterwards, NBC began distancing itself from the real estate mogul by stating that his opinions do not represent those of NBC.

The Three Ts marketers need to operate in today's programmatic environment
Posted on Monday June 29, 2015

By now most marketers know they need to give programmatic ad buying careful consideration. Research from eMarketer predicts 50 per cent growth in programmatic ad spending in 2015, reaching nearly $15bn. The field is growing rapidly, but the process can still be overwhelming.

To operate successfully in the programmatic space, a marketer must understand the three Ts: technology, trading, and transparency. A full understanding of these three factors of programmatic ad buying will provide them with a competitive advantage over their competitors.

Technology

Technology is the heart of programmatic ad buying, and for technology to match with a brand’s goals it requires a sophisticated set of tools and customization. The right programmatic software brings together raw data with the tools to analyze and translate that data into predictions and recommendations for maximum efficiency and performance.

Some of the tools marketers and agencies should look for include:

- A simple interface that enables unlimited access to all marketplaces from one place. This helps avoid redundant and error-prone data entry.

- A Data Management Platform that ingests and houses impression-level data, first- and third-party data and additional data from pixels across dozens of bidding technologies and marketplaces to serve optimization recommendations.

- A platform that enables custom integrations with Demand-Side Platforms to work around any of their limitations for enhancements at a client level, such as universal frequency capping and real-time data feeds.

- A bidder to listen for fluctuations in pricing trends, site traffic and availability across supply sources while also verifying other bidder activity.

- Access to data models created by historical data from previously traded campaigns and other types of markets such as financial and commodities.

- A recommendation engine that uses algorithms to analyze the highest and lowest performing segments, powered by aforementioned data models to advise creative and trading executions for maximum performance.

Trading

With the right technology, a marketer can buy a seat on a bidder, plug in budgets and CPMs, and run campaigns to find target audiences. However, to optimize campaigns, marketers must have an extensive knowledge of the programmatic landscape. 

Maintaining best practices around pricing, bidding strategy, and trading depends on constant evaluation and testing of solutions across the programmatic ecosystem. Marketers must have an understanding of the different programmatic partners, what they do, and how they work together. With this knowledge they can then decide which solutions make the most sense for their campaigns.

By limiting themselves to one partner, such as a DSP, some marketers limit their potential. It’s wiser to work across multiple bidders, channels, and inventory sources to gain greater access to data from all of these parties. This wealth of data provides the insights needed to understand what is working, what could work better, and how to change the trading strategy to improve results.

Transparency

After gaining access to the right technology and perfecting a trading strategy, marketers must understand where, when, and how their advertising money is being spent. Transparency is a growing concern, as costs associated with partner fees and technology solutions aren’t always explained upfront.

The high prevalence of fragmentation and duplication in the ad space results in additional costs for marketers. Transparency can help minimize these costs by exposing the fees and pricing across all ad-tech vendors on a per-impression basis. Marketers should have access into every single option and piece of data associated with a campaign, alongside reports and dashboards for at-a-glance views into trends and performance.

With a holistic view of the different touch points of a programmatic transaction -- including who is adding value at each point -- marketers will be able to understand their return on investment for every type of campaign.

To take full advantage of the benefits of programmatic ad buying, markers must have a clear understanding of the overall programmatic process and ecosystem. Knowing the ins and outs of the 3Ts is essential for programmatic success.

Jim Caruso is the vice president of product strategy at Varick Media Management

Publicis Worldwide head Arthur Sadoun tasked with leading MSLGROUP
Posted on Monday June 29, 2015

Arthur Sadoun has been enlisted to oversee MSLGROUP, Publicis Groupe’s global PR firm, in addition to his current role as chief executive of Publicis Worldwide.

In a bid to integrate Publicis’ PR and strategic communications capabilities for all client campaigns, Sadoun will also oversee the MSLGROUP.

Sadoun will replace Olivier Fleurot who will join the Groupe's holding as senior vice president where he will head comms, corporate social responsibility (CSR) initiatives, real estate and insurance.

Maurice Lévy, chief executive of Publicis Groupe – and guest editor of the latest edition of The Drum, said: “This alignment is not at all about merging MSLGROUP with Publicis Worldwide. To put it simply, Arthur Sadoun will head the two networks and leverage MSLGROUP’s skills to design a new integrated approach.

“All this to the benefit of our clients and of our strengthened Groupe growth.”

Lévy concluded that the move would help simplify the Groupe’s corporate structure.

Boris Johnson unveils the world’s first double decker e-bus in London
Posted on Monday June 29, 2015

London has reimagined its globally renowned double decker buses as a new line of electric powered vehicles in a city wide pilot.

Speaking at the Clean Bus Summit at City Hall, mayor of London Boris Johnson confirmed that the new range of buses, while much larger than its single decker peers, is fully reliant only on electric power, which is known to release fewer emissions than hybrids and those running on gasoline.

The pilot will see 10 zero-emission electric double decker buses manufactured by BYD enter service on route 16 from October, running between Cricklewood and Victoria Station.

Johnson said: "The iconic red double-decker bus is about to become greener than ever. I could not be more pleased that London will play host to these exciting pure electric double-deck buses, and I'm sure the lucky users of route 16 will embrace it with gusto.

“London is a world leader in clean buses but we can't do it alone, and events like this Clean Bus Summit are key to making further progress."

Sir Peter Hendy CBE, London transport commissioner, added: “We have blazed the trail when it comes to green bus technology so it’s fitting that the first Clean Bus Summit should take place here in the Capital.

“The introduction of new electric buses and further developments like induction charging at termini for hybrid bus batteries will significantly improve air quality and provide our passengers with quieter and smoother journeys later this year. We continue to embrace new technologies as they develop.”

Furthermore as part of the green push, 24 cities involved in the pilot will roll out 40,000 ultra-low emissions buses by 2020.

Designers challenged by LogoMyWay with creating Donald Trump presidential logo
Posted on Monday June 29, 2015

Crowdsourcing website ‘LogoMyWay’ is asking its community of more than 20,000 designers to create a funny logo for Donald Trump’s presidential campaign.

Key points that must be included in the logo are his comb-over hair, his bold attitude, and his iconic line from The Apprentice, “You’re Fired.”

The winner of the competition will win $200.

Earlier this month, Donald Trump announced that he will be running for president in 2016.

Since his announcement, the real estate mogul has been wrapped up in controversy after he made offensive remarks about Mexican immigrants.

Facebook opens first Africa office in Johannesburg
Posted on Monday June 29, 2015

Facebook has opened its first office on the African continent in Johannesburg, South Africa, to help coordinate growth across the region.

The social network has stated it looks to grow the business to better connect Africans with each other – and advertisers on a local and national level.

Initially, the office will be focused with further cementing Facebook’s place in Sub Saharan Africa:  Kenya, Nigeria and South Africa, partnering with governments, telecom operators, agencies and more to increase the importance of the app to users.

Nicola Mendelsohn, vice president of EMEA at Facebook, said: “We are inspired by the incredible ways people and businesses in Africa use Facebook to connect. This momentum in Africa comes on top of strong advertiser partnerships and excellent adoption of our products across all regions.

“Mobile is not a trend; it’s the fastest development in communications we’ve ever seen. This couldn’t be more true in Africa – where so many people are mobile-only. This new office is a significant milestone for Facebook and our teams want to partner with businesses across the continent.”

There are 120 million monthly active users of the social network in Africa, with over 80 per cent of visits made on mobile devices.