WSJ CMO Today Roundup: 3D広告

23 Jan 2015 | By Yukiko Koizumi

Here’s your morning roundup of the biggest marketing, advertising and media  industry news and happenings.

FIRST TIMERS: You’ll never forget your first time advertising at the Super Bowl, what with the $4.5 million price tag and immense public scrutiny. This year, 15 new advertisers will take a gamble on NBC’s big game broadcast on Feb. 1, the most newbie advertisers since the 2000 “Dot Com Super Bowl,” reportsWSJ. New advertisers include do-it-yourself website maker and glue brand Loctite, companies that have in the past spent less on the whole year than it costs for one Super Bowl ad. The mental calculus behind plunking down for your first Super Bowl ad lies in its wide, incomparable reach. It is still the singular live TV event in the U.S., with 111.5 million viewers last year, according to Nielsen. But spending the lion’s share of your media budget on 30 seconds may seem crazy to some. Indeed, in that 2000 game, advertisers included and Epidemic Marketing, tech companies that famously went bust not long after.

3D 広告: あなたが最後に故意的にオンラインバナー広告をクリックした時のことを覚えていますか?あなたが最近少なくとも見た5つのバナー広告の名前をあげられますか?広告による迷惑を被っていませんか?「バナー広告を無視するようになった人たち」について専門家に尋ねてみてください。コンディション・マーケッター達は、動かない広告フォーマットを改良する新しい方法の検証をしながら問題に立ち向かっている。と、CMO Todayのレポートで述べられています。マツダ社を例に挙げると、マツダ社はMazda 3のプロモーションとしてノルウェーで「3D」広告を試しました。その広告はユーザーがスクロールすると画面から飛び出して見えるのです。シーセンスによると、この3D広告の力はCRTが0.43%という結果となり、この数値は動かない通常のバナー広告の約0.1%のCRTよりかなり高い数値です。バナー広告にフォーカスする広告会社がブランドの価値ぐっと引き離すネイティブ広告のような新しいフォーマットのクリエイティブを手に入れようとしていることも無理はありません。

 VIMEO-ON-DEMAND: Publishers looking to up their video game now have a new option: Vimeo, the IAC-owned video platform that raked in just under 40 million unique visitors last month. CMO Today reports that the video company is unveiling Vimeo On Demand Publisher Network, which will essentially allow websites to fashion their own digital video libraries using Vimeo’s technology. The Atlantic, for example, will rent and sell documentaries and films on its site using Vimeo. The content itself will come from both The Atlantic and Vimeo’s library of titles. CBS Interactive’s has also signed on. Partners split the revenue with Vimeo. The idea, according to Vimeo chief executive Kerry Trainor, is to give publishers the ability to place an entire storefront in their site, as if you had the ability to just embed iTunes. Whether the new offering will attract more clients remains to be seen.

KILAR INSTINCT: Speaking of video services, more details about Vessel, the much-hyped new startup from former Hulu CEO Jason Kilar, are starting to emerge. Recode’s Peter Kafka called the platform a “very clean, well-lit place, which is meant to be attractive to both content owners/makers and advertisers.” Vessel will also contain an ad format where a “static image becomes animated when you scroll by it — and lets you keep scrolling if you’re not interested,” according to Recode. That’s all well and good, but marketers will be wondering what kind of user base Vessel can attract at its $2.99-per-month price. For now, Variety reports that it has signed more than a dozen YouTube stars and other creators who must agree to grant Vessel 72 hours of exclusivity on their content.


– Mobile messaging app WhatsApp has launched a desktop version [Recode]

– Bloomberg has postponed the launch of its redesigned site [New York Post]

– Uber has raised another $1.6 billion in convertible debt [Bloomberg]

– SpaceX is now valued at $12 billion thanks in large part to a Google investment [WSJ]

– Microsoft has announced a new holographic headset [WSJ]

– Ad agencies are getting more into making their own podcasts [Digiday]

– Pinterest has bought a startup that helps match mobile ads to the right consumers [WSJ]

– Viewership for the State of Union has waned [Variety]

– Fortune magazine will expand its video unit [Capital New York]

– Video ad tech company unruly says it generated $43 million in revenue last year [CMO Today]

– NBC has a Tumblr for Super Bowl related content and ads, but it’s not actually buying Tumblr ads [CMO Today]

– VC-infused digital media companies are actually pretty weak in the free snacks department [Digiday]

– Brands now have plenty of Super Bowl sideshows to chose from, like the Kitten Bowl and the Wing Bowl [Digiday]

– Google is working on plans to sell mobile phones and plans directly to consumers through deals with T-Mobile and Sprint [The Information]

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By STEVEN PERLBERG, published in The Wall Street CMO Today Roundup, January 22, 2015