US telecoms company Verizon has acquired Yahoo for £3.7bn, in a move that it hopes will increase mobile engagement, but to get the most out of the deal it will also need to invest in rebuilding the brand.
AOL chief marketing officer Allie Kline talks about the need to spark a “new conversation” around creativity and digital, urging the industry to collaborate on innovative solutions that will bring more money into marketing.
From original video content that does not disrupt the consumer’s experience to developing native advertising campaigns on mobile, there are new ways for brands to get their message out and engage the masses.
Two-thirds of the display advertising industry have signed up to ‘good practice principles’ set by the Digital Trading Standards Group (DTSG), according to a report published by the UK’s Joint Industry Committee for Web Standards (JICWEBS).
Brands’ spending on programmatic display ads online exploded in 2014, but this year marks a concerted move to adopt it in other marketplaces including video, mobile and even TV advertising. So how far can programmatic go?
Nike, Samsung and Italian football team AS Roma are among the first brands to initially back the launch of AOL’s new content marketing service Be On, as the online advertising company eyes an increased share of TV ad budgets.
AOL is planning to “scale up” the marketing around its stable of brands like the Huffington Post and TechCrunch to turn around its fortunes, after its top marketer admitted that the business’s marcomms has “lost its mojo.”
Coca-Cola’s ditching of its chief marketing officer role for a chief growth officer is a clear warning to CMOs: stand for growth, or lose it all. Thomas Barta, co-author of ‘The 12 Powers of a Marketing Leader’, explains.