Archive for June, 2013


With an audience that is exclusively 50 and older, AARP’s core membership might seem more traditional than consumers of other brands. But the advocacy group is just as interested as other marketers in collecting and employing data to improve communications with members and other marketing efforts.

Its latest innovation: making data a key part of its strategy. The nonprofit has added “data strategy” to its corporate dashboard. However, like most other firms trying to navigate the data flood, challenges remain for AARP.

Lynn Mento, senior VP-membership at AARP, discusses the nonprofit’s decision to focus more seriously on data, and explains the difficulties of balancing privacy concerns with data access.

Continue reading at AdAge.com

Source: http://adage.com/article/digital/aarp-adding-data-strategy-marketing-efforts/242157/?utm_source=Digital&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Digital

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AOL is holding open try-outs today for more than 500 would-be anchors for its new live video service. Amid the chaos, captured here in a shot from CEO Tim Armstrong, AOL is trying another experiment: a live video ad for P&G’s Secret Deodorant brand.

Auditioning for a job is a stressful situation for anyone, so what better time to talk about a concept that Secret is trying to introduce to the world: “stress sweat.” Needless to say, there’s plenty of stress sweating going on at AOL this morning.

The concept of the live ad, of course, harkens back to the dawn of TV, before the 30-second spot, when advertisers underwrote entire shows and often had their name on them, like “Texaco Star Theater,” “Philco TV Playhouse,” “The Colgate Comedy Hour” and “Gillette Cavalcade of Sports.”

Continue reading at AdAge.com

Source: http://adage.com/article/digital/aol-live-stress-sweat-ad-p-g-s-secret-deodorant/242903/?utm_source=Digital&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Digital

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Facebook is making moves to protect its advertisers from the trolls who lurk in dark corners of the site — as well as from more benign, but not-safe-for-work, content.

The social network announced Friday that it will do a sweep of pages and groups starting Monday and block ads by the end of the week from the ones deemed controversial under a more expansive set of criteria than it previously had in place. Pages that are suggestive of violence or animal cruelty will be ad-restricted under the new policy, for example, as well as ones that are sexually explicit, even if they don’t portray violent scenarios.

The move is a response to a PR crisis the company faced in late May, when activists decrying the abundance of Facebook content glorifying violence against women prompted marketers like Nissan U.K. and Zipcar to temporarily pull their advertising from the site. The furor appeared to have quieted, but last week British pay-TV service BSkyB pulled its Facebook ads after one of them appeared next to offensive content, according to The Guardian.

Continue reading at AdAge.com

Source: http://adage.com/article/digital/facebook-moves-block-ads-offensive-nsfw-pages/242910/?utm_source=Digital&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Digital

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Square has just made a key hire, poaching Facebook’s director of ad products Gokul Rajaram to be its product engineering lead.

Mr. Rajaram, who had been at Facebook since September 2010 and played a critical role in spearheading the development of new ad products, will lead development for Square Register, a point-of-sale system for businesses, and other products. He was also instrumental in Facebook’s acquisition of Microsoft’s ad server Atlas.

“I’ve been fortunate to work for two mission-driven, world-changing companies, and Square’s vision and passion for helping businesses grow is inspiring,” he said, in a statement. “I’m thrilled to join the team and help build amazing products that drive economic growth and empower local businesses around the world.”

Continue reading at AdAge.com

Source: http://adage.com/article/digital/square-poaches-facebook-s-lead-ad-engineer-gokul-rajaram/242886/?utm_source=Digital&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Digital

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Vogue editor and Conde Nast artistic director Anna Wintour posted her first message on Twitter Wednesday, weighing in on the Supreme Court ruling against the Defense of Marriage Act. But she didn’t start her own account — Ms. Wintour sent the message through Vogue’s Twitter handle, including her initials at the end to indicate that the tweet came from her.

Today’s rulings are a big step forward for all Americans striving to achieve equality. I couldn’t be happier or more proud. A.W.

Vogue Magazine (@voguemagazine) June 26, 2013

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Source: http://adage.com/article/digital/anna-wintour-tweeted-time-doma-tweet/242869/?utm_source=Digital&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Digital

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Motorola debuted its new logo on Wednesday, and underneath the now lower case “motorola” corporate name is the tagline “a Google company,” three words that carry profound significance for the future of mobile advertising and the smartphone market.

Motorola confirmed the logo change but did not comment on the strategy behind the new design.

Since acquiring Motorola in August 2011, Google has done its best to maintain its distance from the mobile phone manufacturer. Because Google’s dominance of the mobile advertising industry is reliant upon smartphone manufacturers using its Android mobile operating system, any suggestion that it might provide Motorola with exclusive access to certain Android features would have undoubtedly upset those partnerships (and, in turn, its mobile ad business). Google had thus been careful not to closely associate itself with Motorola in order to prevent such disturbances and perceived conflicts of interest.

Continue reading at AdAge.com

Source: http://adage.com/article/digital/google-inserts-motorola-mobility-logo/242864/?utm_source=Digital&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Digital

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Pandora, the biggest online radio service, said the number of U.S. listeners in cars topped 2.5 million, more than four times the number it reported a year earlier.

About half of all listening takes place in autos, making it a crucial battleground for the $15 billion local radio advertising market — but also for the efforts of digital newcomers such as Pandora. Traditional radio broadcasters, meanwhile, are urgently debating their fear that some automakers may eventually stop equipping cars and trucks with AM/FM tuners at all.

One-third of all new vehicles sold in the U.S. this year will come with Pandora installed, the company said. Listeners obtain the service from 23 auto brands and eight car-stereo makers, according to the company. This year, Pandora will become available in more than 100 models, Chief Marketing Officer Simon Fleming-Wood said.

Continue reading at AdAge.com

Source: http://adage.com/article/digital/pandora-quadruples-car-listeners/242835/?utm_source=Digital&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Digital

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