• Doritos Brand Chief Plugs Authenticity, Reveals Next Online Play by Tobi Elkin

    HOLLYWOOD, CA -- Marketing is not merely about advertising and communication. It's all about relationship, Doritos brand marketing director Jason McDonell told a packed OMMA audience while revealing the follow-up to its "Crash the Super Bowl" consumer ad-generation contest. Doritos is inviting consumers to select its next product and name a brand at its new Web-based studio site. ...Read the whole story

  • Search To Drive TV Viewership by Shankar Gupta

    HOLLYWOOD, CA. -- Media companies are increasingly using social media and search to drive viewership of their movies and TV content, according to panelists at OMMA Hollywood. ...Read the whole story

  • K-Fed Launches Search Engine by Erik Sass

    What do discarded Hollywood husbands do post-breakup? Alert the tabloids. Tinsel Town's least-employable male ingénue, Kevin Federline, has launched a branded search engine, powered by Yahoo, in collaboration with Web media firm Proedge.com. And it even comes with paid search ads. ...Read the whole story

  • Prerolls Slammed, But No Alternative Offered by Shankar Gupta

    HOLLYWOOD, CA--Although the online video industry is relatively united on the idea that the 30-second preroll spot has no place on the Web, online video sites and online ad agencies have yet to join forces to create an innovative alternative, said panelists at the OMMA conference on Monday. ...Read the whole story

  • Huffington's Formula For Ad Success: Marry Brand To Site by Shankar Gupta

    HOLLYWOOD, CA -- Writer and HuffingtonPost.com founder Arianna Huffington has definitive ideas about online ad models. If marketing messages are presented as part of content, the brand and the site must be in sync to be successful, she said, speaking at the OMMA conference. ...Read the whole story

  • Scripps Taps Deanna Brown To Lead Interactive Group by Gavin O'Malley

    HOLLYWOOD, CA -- Scripps Networks has hired away Yahoo's Deanna Brown as president of its Interactive Group. Hers is the latest in a long string of recent Yahoo departures. At Scripps, she's joining a growing company that is building its interactive business to expand into food and shelter categories. ...Read the whole story

  • Big Four Portals Grab Bulk Of Ad Dollars by Gavin O'Malley

    Despite an increasingly fragmented online universe, big-name portals are alive and thriving, according to eMarketer's new report, "Portal Marketing: The Big Four." Indeed, in 2007, eMarketer projects Google, Yahoo, AOL and MSN will sop up a whopping two-thirds--66%--of the $19.5 billion spent on online advertising. ...Read the whole story

omma hollywood Online Branding: Lost In Cyberspace? by Tobi Elkin

A panel of experts debated the challenges of online branding at OMMA Hollywood and pondered how to make online branding strategies work better. ...More

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