Seventeen years ago, The Blair Witch Project revolutionized movie marketing by turning an indie horror film into a blockbuster with a low-budget viral campaign. Now, just ahead of the third installment of the franchise on Sept. 16, Lionsgate wants to conjure some of the same promotional magic with an edgy VR trailer that will immerses fans in 90 seconds of intrigue and terror. The campaign is the first to come out of Vertebrae, a VR and 360-degree video startup. With $10 million in backing, the Los Angeles-based shop is one example of a growing number of startups experimenting with new ad platforms. Brands and their agencies increasingly are testing the limits of VR and 360 mobile video ad formats on publishers' sites as audiences grow weary of banners and preroll. OmniVirt, a 9-month-old Silicon Valley VR and 360 ad and distribution platform, recently launched a 360 ad for the fast-food chain Jack in the Box on Twitch, adding to a string of campaigns powered by OmniVirt's platform. Others include 360 video campaigns for The New York Times, Vice and AOL. "One thing I'm seeing here relative to the early YouTube days is actually a lot more investment from brands, agencies and publishers," said OmniVirt co-founder Michael Rucker, who spent seven years at YouTube before starting his company. "The creative asset piece is still new, but I've actually seen every brand creating content." Meanwhile, ad-tech companies are busy developing new formats to support the VR push.... Continue reading at 'AdWeek'
[ AdWeek | 2016-09-12 00:00:00 UTC ]
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What if there were an ad that you just couldn't draw your eyes from? It's oddly captivating, almost hypnotic, and it would halt your thumb from scrolling farther down your Facebook feed. There's one such creative format that is only now catching on as the digital world's equivalent of the... Continue reading at AdWeek
[ AdWeek | 2015-02-10 00:00:00 UTC ]
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Chancellor of the Exchequer George Osborne has promised a future Conservative government would... Continue reading at The Bookseller
[ The Bookseller | 2014-09-29 00:00:00 UTC ]
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Personal magazine company Flipboard is rolling out a trial program incorporating video ads into its users’ news streams beginning today. The program launches with eight notable brands: Jack Daniels, Gucci, Chrysler, Lufthansa, Conrad Hotels & Resorts, Principal Financial Group, Woodford... Continue reading at AdWeek
[ AdWeek | 2014-09-15 00:00:00 UTC ]
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Recommended Reading highlights the best long-form writing on technology and more in print and on the web. Some weeks, you'll also find short reviews of books that we think are worth your time. We hope you enjoy the read. Colombia's High-Tech... Continue reading at Engadget
[ Engadget | 2014-07-06 00:00:00 UTC ]
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Facebook Inc. bought video advertising company LiveRail to help it target and distribute video ads, AdWeek reported. TechCrunch pegged the price tag between $400 million and $500 million, although the companies haven’t disclosed the terms. LiveRail, based in San Francisco, has created a... Continue reading at Silicon Valley Business Journal
[ Silicon Valley Business Journal | 2014-07-03 00:00:00 UTC ]
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Kraft, Nike, Target and Walmart are trialing new video technology that makes ads interactive. In the case of Kraft, a 15-second clip comes with pop-up information on the brand and its products. As the video runs, a click over one of the frames pulls up a pastry recipe or product details for... Continue reading at AdWeek
[ AdWeek | 2014-07-03 00:00:00 UTC ]
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Facebook is buying video ad platform LiveRail and giving it control of a network that powers advertising for high-profile publishers—online and on mobile. LiveRail delivers video ads to websites and apps for Major League Baseball, ABC, A+E Networks and Dailymotion. "LiveRail also helps... Continue reading at AdWeek
[ AdWeek | 2014-07-02 00:00:00 UTC ]
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Facebook's video ad business just got a lot bigger.Months after rolling out the first video-specific ad product on the social network, Facebook has agreed to acquire LiveRail, one of the biggest video ad sellers. A Facebook spokesman declined to comment on the deal's price.LiveRail automates the... Continue reading at Advertising Age
[ Advertising Age | 2014-07-02 00:00:00 UTC ]
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Google is launching a programmatic video marketplace that it says will only include premium publishers and select brands. Neal Mohan, vp of display and video advertising, announced the video ad platform today at a DoubleClick customer conference. The marketplace is called Google Partner Select... Continue reading at AdWeek
[ AdWeek | 2014-06-04 00:00:00 UTC ]
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Google has a new message for premium publishers: "Hey, let us help you sell your video ads."Google has created a new ad-buying program for premium publishers to automate their video ad sales in a bid to expand their video business beyond YouTube.The company already helps some publishers manage... Continue reading at Advertising Age
[ Advertising Age | 2014-06-04 00:00:00 UTC ]
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Sephora has released a makeup line based on the upcoming movie 'Divergent,' adapted from the young adult book of the same name by Veronica Roth. Fellow young adult franchise 'The Hunger Games' also had tie-in makeup products, as well as a clothing line. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2014-03-05 00:00:00 UTC ]
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Angry Birds is getting ready to introduce in-game digital video ads in an expansion of its advertising products that the company will unveil soon, according to Michele Tobin, Rovio’s head of advertising. Tobin told Adweek today that the company’s games provide premium inventory for video... Continue reading at AdWeek
[ AdWeek | 2014-02-14 00:00:00 UTC ]
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Quality video ad inventory is still scarce. That's why companies such as Conde Nast, Meredith, AOL, and Entrepreneur.com are eager to generate as many video views as they possible can, and why they buy traffic from platforms like Swagbucks to help.The post When Publishers Pay for Video Ad Views... Continue reading at Digiday
[ Digiday | 2014-02-10 00:00:00 UTC ]
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Facebook is testing mobile ads that appear on apps other than its own, the company said. In a post today, Facebook says the test is for a mobile ad network it is creating. It marks an important step for the social network, showing its sponsored content outside its own properties is key to... Continue reading at AdWeek
[ AdWeek | 2014-01-22 00:00:00 UTC ]
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The mobile ad world has become one of haves and have nots. The Wall Street Journal concentrates on the haves, the platforms like Facebook, but the world of publishers isn’t so luckily.The post Reality Check: Mobile Ads Have a Way to Go appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2013-12-19 00:00:00 UTC ]
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As the banner ad loses its luster, online publishers from BuzzFeed to Quartz are turning to units that capture the look and feel of the host site's content. The purists say that truly native advertising can't be scaled without losing its bespoke (read: expensive) feel. No wonder, then, that a... Continue reading at AdWeek
[ AdWeek | 2013-12-10 00:00:00 UTC ]
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When Vice first appeared on Ad Age's Magazine A-List in 2010, it raised more than few eyebrows among industry stalwarts. For one thing, it was the first free-distribution magazine Ad Age had ever honored. And another thing—OK, the main thing—Vice is a cheerfully irreverent, quasi-rude... Continue reading at Crains New York
[ Crains New York | 2013-10-22 00:00:00 UTC ]
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When Vice first appeared on Ad Age's Magazine A-List in 2010, it raised more than few eyebrows among industry stalwarts. For one thing, it was the first free-distribution magazine Ad Age had ever honored. And another thing -- OK, the main thing -- Vice is a cheerfully irreverent, quasi-rude... Continue reading at Advertising Age
[ Advertising Age | 2013-10-21 00:00:00 UTC ]
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Ads for mobile apps are frequently ineffective after the first viewing -- once users install a given app, they rarely have incentives to try the software again. Facebook may have found a way to sustain customers' interest through its new deep linking ad format, however. The approach takes... Continue reading at Engadget
[ Engadget | 2013-10-02 00:00:00 UTC ]
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Reader's Digest Association has long maintained a strong display ad presence, but the group is now turning its focus to video sales. Continue reading at Folio Magazine
[ Folio Magazine | 2013-06-12 00:00:00 UTC ]
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