The business of NFL football is much more than the game on Sunday.
When it comes to social media and online video, snooze professionals Serta and Sealy Corporation engage consumers with varying degrees of success.
Online video is not only changing the way B2B marketers optimize content for better search results, but it's changing the way businesses engage with customers, interact with key decision makers, and better understand the impact of their marketing efforts.
Social media's ever-increasing popularity as a business tool is no surprise—but businesses have yet to use social to its full potential.
A boutique hotel used an email campaign featuring a video of its event space to garner a 20% open rate.
WPP-owned digital marketing firm 24/7 Real Media acquired digital video advertising firm Panache, said David Moore, founder, chairman and CEO of 24/7 Real Media on Dec. 6. Moore declined to disclose terms of the acquisition.
Adobe Systems acquired video ad management firm Auditude, both companies said Nov. 1. Terms of the deal were not disclosed.
If you have seen your search traffic drop since Google rolled out several algorithm updates earlier this year, you can see your traffic numbers climb in no time—simply by adopting video.
Neil Perry, president of video advertising firm Poptent, discusses how marketers are experimenting with online video ads and why mobile remains the format's frontier.
The musical "How to Succeed in Business Without Really Trying" boosted ticket sales by more than $50,000 through a video contest on Facebook.
Scott Symonds, GM of media, search and analytics at AKQA, says online video has vast growth potential.
Teresa Jeffry, who heads AOL's retail industry practice, discusses how retailers are plotting their holiday display advertising campaigns.
Online security firm Truste rolled out the Digital Advertising Alliance's "Advertising Option" icon to online-video and rich-media ads on August 26.
Netflix knows I'm upset but it isn't really worried. The online movie rental company posted a second-quarter revenue increase of 52% to $789 million compared with Q2 2010. The earnings fell short of Wall Street predictions, but the number of global subscribers increased 70% to 25 million, and nearly 75% of those new customers signed up for streaming-only plans, which is exactly what Netflix would like customers to do.
Clothing retailer Old Navy is rolling out an integrated campaign targeted 25- to 35-year-old male consumers. The "Dress Like a Guy, Not That Guy" campaign features interactive print ads, as well as online and mobile elements. Agency Camp & King developed the effort for the Gap Inc. retailer.
If one is of the mindset that any buzz is good buzz, then Denny's Corp. has hit a grand slam with its launch of online videos from DumbDumb.
Stationery company Tiny Prints launched a series of online videos April 21 to promote its line of Mother's Day cards. The videos include a call to action that directs consumers to "like" the company's Facebook page to receive a coupon for a free Mother's Day card. The company is working with social video company Jun Group and its agency Muhtayzik-Hoffer on the campaign.
Open Book Video, a digital video ad network, launched August 23 after partnering with marketing technology company Lotame last week to provide publishers and advertisers with access to its audience data platform.
About.com is engaged in a b-to-b campaign to build its roster of advertisers. The company created a two-and-a-half minute video that features About.com executives and stakeholders discussing the site's brand proposition.
Microsoft launched an integrated campaign June 15 to support the launch of business productivity suite Microsoft Office 2010.
YouTube turns 5 this month.
Coca Cola's Powerade brand has introduced an integrated campaign targeting Hispanic consumers before and during the 2010 FIFA World Cup, which begins June 11. The effort's digital elements debuted May 17. Creative agency Madre Buenos Aires, Coca Cola's Hispanic agency of record, produced the campaign.
Little Giant Ladder Systems will debut a high-definition, 28-minute infomercial August 1 promoting its Select Step ladder. The company created the spot in house.
Tailored messaging is a core part of the National Hockey League's marketing strategy, says Perry Cooper, SVP of direct and digital marketing and fan analytics.
The US Army National Guard launched a viral recruiting campaign on April 5 that includes social media, online video and e-mail. The push was created in-house.
Ace Hardware will launch an integrated campaign on April 7 including digital marketing, television and radio ads, direct mail and loyalty initiatives. The dealer-owned hardware cooperative developed the "I Will" campaign with Austin, TX-based GSD&M Idea City.
YouTube has redesigned its home page in a move to return to its roots.
Toyota's Scion brand launched an integrated campaign incorporating online video, social media and mobile marketing with print and TV ads on March 29. Ad agency Attik created the campaign. Called "Reinvent the Wheels," the initiative features a six-episode Web-exclusive video series that shows consumers bringing artistic touches to Scion vehicles.
Besides Caples Awards winners being announced last night, there are a few other stories of interest to the direct, digital and database marketing communities.
The Substance Abuse and Mental Health Services Administration (SAMHSA) and the Ad Council have launched an integrated campaign encouraging parents to talk to their children at an early age about drinking. The effort, created by ad agency Deutsch, began March 25. It includes a Web site, online video, social media, display and TV ads.
Company of the week
Fairfield Marketing Group, Inc.
Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.