Thursday, December 18, 2014
by Damian Garbaccio
Ever since the first display ad was shown back in 1995, marketers have been promised that digital advertising would make their jobs easier because everything would have more measurable ROI. Here we are almost 20 years later, and marketers are asking why we're not there yet. More

by Gavin O'Malley
Looking to expand its location-based efforts, Twitter is reportedly planning to partner with Foursquare in the New Year. Neither Twitter or Foursquare are commenting on a potential tie-up, but both could theoretically benefit from the deal. Simply put, Twitter could use Foursquare's technology, and Foursquare could use the exposure. Read the whole story »
Coca-Cola has signed up as official sponsor of the 2015 Rugby World Cup -- a deal that will see the drinks giant become the soft drink, sports drink and water supplier at next year's tournament. The deal, which marks almost two decades for Coca-Cola as a partner of the rugby event, will also see international rugby star Brian O'Driscoll team with the brand. Coca-Cola will hold a number of events and competitions in the run up to the tournament. Read the whole story »

Instagram provides high brand engagement on its platform, particularly when compared to Twitter -- however, brands have been cautioned against comparing the different platforms. A Socialbakers report published yesterday shows that brands gain nearly 50 times more engagement on Instagram than Twitter. Engagement has been measured as the sum of "retweets," "replies" and "favourites" features, such as those on Twitter. There is no direct conversion between Instagram and Twitter engagement buttons to compare directly. Read the whole story », one of the brands that came to define the Internet boom of the late 1990s, has been sold to Swiss travel firm Bravofly Rumbo for $120m (GBP76m) by its U.S. owner. U.S. technology firm and Travelocity owner Sabre Holdings announced that Lastminute was up for sale in August. It acquired the online late-holiday business in 2005 in a deal that valued the firm at GBP577m -- far short of the GBP768m value attached to the business when it floated on the London Stock Exchange in March 2000. Read the whole story »

Snapchat's chief executive Evan Spiegel was in discussions with Sony to use the app to promote musicians in June. Emails sent by Dennis Kooker, president of global digital business at Sony Music Entertainment, after a half-hour meeting with Spiegel revealed that the Snapchat head was interested in launching a record label whose members would be promoted through the app to its dominantly teen user base. Read the whole story »

Web video startup Vessel has revealed its plans to take on YouTube in 2015, including striking "early access" exclusivity deals with some of the latter company's popular channels -- and it says YouTubers and media companies will be able to earn '20x' more revenues from its online subscription service. Vessel will launch early in 2015 as a two-tier service: a free ad-supported version, and a $2.99-a-month subscription tier promising fewer ads. It was founded by Hulu's former Chief Executive and CTO. Read the whole story »

Lucky Generals is replacing Mother as Pot Noodle's main creative agency after a competitive pitch which the Unilever-owned snack brand ran directly. Mother has handled the account since 2006, when it won the business in a pitch against Fallon. The account was then backed by an annual media spend of GBP5 million. That figure is now believed to be about GBP3.5 million. Lucky Generals will be tasked with creating above-the-line campaigns that attract 16- to 24-year-olds to Pot Noodle. Read the whole story »