Old Navy Scares Up Halloween Intrigue

Oct 28, 2010

- Adweek Staff

A bunch of TV stars -- Judy Greer, Jamie Pressley, Bailey Chase -- star in this long-form Old Navy promo by DumbDumb, the digital content company formed by Jason Bateman and Will Arnett.

The effort casts Pressley as "Biffany," who tries to sabotage the Halloween Party hopes of guileless Greer -- who in fact plays a character called "Hope" in the vignette. Chase portrays a hunky fireman.

It's all part of the retail giant's "Scream for Savings" campaign. The work was guided by creative direct Roger Camp and a team at Havas North America.

Old Navy spent more than $100 million in measured media through the first two-thirds of 2010; annual ad spending has topped $175 million in recent years, per Nielsen.

 

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Mobile advertising to ring up $3.5bn this year

Apple and Google drive mobile advertising growth

 

By Shelley Portet, Silicon.com, 28 October 2010 15:49

 

Mobile advertising will generate revenues of $3.5bn this year as big brands move from merely experimenting with mobile ads to spending significant money.

 

As media and consumer goods brands in particular try to increase their engagement with consumers via their mobile phones, this is creating momentum for the mobile advertising industry, which could be generating revenues of around $24bn within five years, the report from Informa Telecoms & Media has predicted.

 

Growth in the mobile advertising market over the past 12 months has been driven by Apple and Google's acquisitions of Quattro Wireless and AdMob respectively, according to the report author, Shailendra Pandey.

 

"The launch of Apple's iAd advertising platform is forcing rivals to speed up their own mobile advertising strategies. Google has responded by acquiring AdMob and has announced it is on track to generate US$1bn in revenues from mobile in 2010, a significant portion of which will be mobile advertising revenues. Google has also reported a 500 per cent growth in mobile search queries between 2008 and 2010," said Pandey in a statement.

Mobile advertising has moved away from an experimental phase and many brands are now spending significant sums on mobile campaigns on a regular basis, the research house said. Despite this trend, the next 12 to 18 months will see a period of consolidation in the mobile advertising market, it warned.

 http://www.silicon.com/management/sales-and-marketing/2010/10/28/mobile-advertising-to-ring-up-35bn-this-year-39746553/

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Facebook and Twitter say social is the new normal

By Ros Krasny. http://www.reuters.com/article/idUSTRE69R54120101029?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Reuters%2FInternetNews+%28News+%2F+US+%2F+Internet+News%29

BOSTON

 | Fri Oct 29, 2010 1:32am EDT

(Reuters) - The social networking phenomenon has nowhere to go but up as computer use becomes more mobile, according to leading figures in the development of the popular sites Facebook and Twitter.

"Two to five years from now, the whole question of what other social networks you use will be moot, because it will all be social," Chris Hughes, co-founder of Facebook, said in Boston on Thursday.

"Social is becoming the frame, the filter to a lot of information," Hughes, 27, said during a panel discussion at the Charles Schwab "Impact 2010" investment conference.

Facebook has over 500 million active users, including more than 150 million who access the site through their mobile devices. The number of registered Twitter users is estimated at more than 165 million.

Both companies are privately held, and investors are on constant alert for any sign either will go public.

Biz Stone, co-founder of Twitter, said the expansion of social networking would closely track a rise in personal mobility as devices such as smart phones replace traditional computers.

"I would like to see a lot less people hunched over computers in their offices in five years," said Stone, 36.

Hughes said applications such as Facebook Connect would increasingly be knitted into the social networking fabric.

For example, Facebook Connect users going to The New York Times' website can now see which articles their friends are reading and recommending.

"With a few clicks you're having a social experience," Hughes said, adding that the functionality can be a way to cut through information overload that many struggle with.

"There is no better filter than people that you know and trust," he said.

Stone has 1.6 million followers for his tweets. He said he likes to follow to follow the Twitter feed of Sockington the Cat, a Waltham, Massachusetts, feline with a knack for clever repartee.

Twitter, said Stone, "is not going to be a triumph of technology -- it's going to be a triumph of humanity ... the growth potential is there from a positive change perspective, not just a business perspective."

http://www.reuters.com/article/idUSTRE69R54120101029?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Reuters%2FInternetNews+%28News+%2F+US+%2F+Internet+News%29

(Editing by Jerry Norton)

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