Oath launches first global advertising campaign
Oath, the Verizon-owned company that combines AOL and Yahoo, has launched its first global advertising campaign #BuildYourBrand, which is set to a soundtrack from Public Enemy rapper Chuck D.
Underscoring the company’s differentiators across mobile, video and data for advertisers, publishers and partners, the campaign is more B2B focused. It communicates Oath’s ability to build strong brands that capture the imagination of modern consumers.
“We build brands that over a billion global digital consumers love,” says Tim Armstrong, CEO of Oath. “We have one simple message to mobile consumers and customers – build your brand. Your brand matters, fight for it.”
The campaign creative, jointly developed by Oath’s in-house creative team and partner agencies, Zenith and Squeak E. Clean, includes visuals depicting Oath’s brands as orbs as well as its work around augmented reality.
Instagram doubles its advertiser base
Instagram says it has doubled its advertiser base over the last six months as it hits 2 million monthly active advertisers.
And the photo-based social network says its users are also becoming more engaged. It claims users under the age of 25 now spend an average of 32 minutes a day on Instagram.
Meanwhile, last month, an impressive 180 million Instagram users visited a website, got directions, called, emailed or direct messaged to learn about a business.
“Now 80% of people choose to follow a business they care about on Instagram, further proving that people are looking actively engage with brands in a meaningful way,” says Jim Squires, head of Instagram business.
“Users are spending more time on the platform than ever before, and we know video is a huge part of that. For businesses, motion is becoming the new filter for advertisers as they embrace Stories to connect with and inspire their customers through an immersive video experience, with 60% of Instagram videos watched with sound-on. We’re excited to see how advertisers continue to use video in creative ways to reach their community.
Unilever’s Keith Weed urges publishes to do more to fight ad fraud
One of the world’s most influential marketers has urged publishers such as Facebook and Google to do more to engage on ad fraud.
In a keynote presentation to Advertising Week New York, Keith Weed, chief marketing and…