Travel bimonthly Departures gained 43% in ad pages in 2011, year-over-year (YOY) and rival title Afar gained 110%. That according to minOnline, which has just released iits 2011 boxscore report of bimonthlies. “No matter what is going on with the economy, people are still getting married and traveling,” said minOnline.
Of 22 magazines, Departures led in page difference, gaining 230 pages. Afar was second with 146. Rounding out the top six were Martha Stewart Weddings, Handguns, Weight Watchers and Bridal Guide.
Disposable income drove ad sales at Departures, which is published by American Express. Editor in Chief Richard Story attributed the growth, in part, to “the strength of the luxury economic resurgence.” Departures attracted new advertisers lilke Barneys, Christian Dior and Versace in 2011.
Content drove gains at Martha Stewart Weddings, said Publisher Amy Wilkins, who credited editor-in-chief Elizabeth Graves and editorial director Darcy Miller. The book plans its first-ever special issue devoted to real weddings in 2012, versus the usually staged pictorials.
Market shifts helped Handguns to its 52% page gain. Publisher Chris Agnes noted a strong market environment “spurred by steady growth in self-defense handgun sales.” The FBI fielded about 16.5 million background checks from firearms sellers in 2011, up 15%, according to a Reuters story.
The bimonthly list is in step with industry-wide figures for 2011. Luxury apparel monthlies and bimonthlies gained 11% in ad pages in 2011, while luxury monthlies Architectural Digest gained 9.1%, and Power & MotorYacht climbed 24.9%.
Report: CPG has Highest Category Spending for Online Video Ads
The CPG category remains the top online video ad spender in Q1 2011 at 28%, according to the "Q1 2011 Video Advertising Metrics Report," from YuMe. Share of spend by second-ranked telecom advertisers increased significantly from an average of 6% in 2010 to 11% in Q1 2011.
In terms of formats, the report found that pre-roll continues to be the most utilized format, representing 92.4% of YuMe's volume in Q1, and mobile video ad impressions made up nearly 2% of impressions served.
In measuring video completion rates, the report found that for Q1, the male audience has a higher video completion rate at 79% vs. 65% for females. Comparatively, for 2010, the female audience had a higher video completion rate at 74% versus 67% for males.
AT&T Launches In-App Mobile Local Ads | TripAdvisor Acquires Where I’ve Been
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AT&T Interactive has launched in-app ads on its mobile local ad network, an extension of the company's YP Local Ad Network. Earlier this year, AT&T Interactive piloted in-app advertising on its mobile local ad network and it said that it generated over 750 million local ad impressions in three months.
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In the ongoing state-by-state battle over tax collection on affiliate website sales, Amazon warned thousands of affiliates their revenue streams would be shut off if a tax bill would be signed into law. Governor Jerry Brown then signed the bill, signifying tough times ahead for many online business owners, according to The Highland Marketing Group.
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TripAdvisor has acquired Where I've Been, LLC, a travel website and social platform with an interactive world map that lets users share where they've been, lived, and want to go. Its Facebook application has been accessed by 10 million people in order to create color coded travel maps, "pinning off" close to half a billion places, the companies said. Terms of the deal were not disclosed.
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LivingSocial Instant Deals will launch $1 lunch deals from more than 100 local merchants in San Francisco on July 13. Once the lunch day is done, the Instant Deals will continue in the city, the company said.
GroupM, WPP Launch Xaxis Audience Buying Resource | 3GTV Pilot Goes In-Store with Top CPG Brands
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GroupM announced the launch of Xaxis, a global audience buying company that combines the demand-side data and technology resources of WPP, and the trading leverage of the GroupM agencies into a single resource. The solution aims to offer advertisers the ability to target specific audiences directly, independent of website, app or media platform, using a database of audience profiles. In forming Xaxis, WPP brings together a portfolio of audience-buying capabilities including B3, targ.ad, GoldNetwork, GroupM DSP and the GroupM Marketplace. In 2010, the businesses that have combined to form Xaxis executed approximately 4,000 campaigns for more than 400 GroupM clients.
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LivingSocial Families has launched in six new locations: Metrowest Boston, Mass., Waco, Texas, Des Moines, Iowa, Huntsville, Ala., Cardiff, United Kingdom, and Paris, France. With the addition of these sites, LivingSocial Families has extended its reach to 135 markets worldwide, and its members are getting discounts of at least 50% off on local experience, according to the company.
- The Ritz-Carlton has launched World Concierge on Foursquare -- a first for a luxury hotel brand to extend exclusive services to a mobile public audience, according to their statement. Tips will be populated regularly by concierges from Ritz-Carlton hotels around the world. Foursquare users are able to find local information by visiting the profile of The Ritz-Carlton or by checking in to locations of interest.
Outdoor
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Automated Media Services (AMS) has launched its new media platform, 3GTV Networks, into nine Bloom grocery stores in the Washington D.C., area. The AMS pilot program is the first test of its media platform which allows brands the ability to communicate in the retail store. Some leading household CPG's, including PepsiCo, Kraft Foods, Nestle Purina, have signed on for the pilot, the company reports. The platform has an in-store digital communications backbone that allows for digital messaging at the shelf-edge, two-way communications, shopper tracking and measurement tools, and other activities in development.
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Specialty display solutions, Planar Systems, has partnered with NBA franchise, the Portland Trail Blazers, in the installation of the Planar Clarity Matrix LCD Video Wall System to boost fan engagment, brand loyalty and sales of season tickets at the Rose Garden Arena. The 132-square-foot Clarity Matrix LCD video wall features information about exclusive events with players and alumni, highlights season ticket holder discounts, and provides high-resolution videos and images from Trail Blazers games. The nearby 30-square-foot Clarity Matrix Wall of Fame depicts life-sized images of players, writes Digital Signage Expo.
Direct: CEOs Want More “P&L” from Marketers | Radio: Pandora IPO
Direct
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73% of CEOs think marketers lack the P&L mentality and business credibility and are not the business-growth generators they should be, according to a 2011 global marketing effectiveness study from The Fournaise Marketing Group. Marketers are not able to demonstrate how the cross-channel marketing strategies and campaigns they deploy, in the end, build customer demand, more sales, more prospects, more conversions or more market share.
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Cablevision has rolled out a tool allows marketers to tag their TV ads with email opt-ins. The Optimum Select RFI with email fulfillment lets consumers sign up to receive emailed product information, coupons, e-brochures and other offers through a TV ad. To opt in, customers of Cablevision's iO TV service who are viewing an ad with a call-to-action can click a prompt to receive more information. The consumer's Cablevision email address is the default account, but consumers can edit the address to receive the message through another account, reports Direct Marketing News.
Radio
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Pandora Media shares soared as much as 48 percent in the online radio company's stock market debut. The company is trading at 24 times its 2010 sales, far above the value placed on Google, Amazon and Sirius XM, Reuters reports. With 90 million registered users in the United States, Pandora makes money mainly from advertising and it has to pay significant royalties for music, and its operating costs are higher than revenue.
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Radio listening and out-of-home TV viewing increased ESPN’s reach by 15.5 million persons, or 23%, over in-home TV viewing. The increase in time spent with the content was even greater, a lift of 9.1 billion minutes, or 40%, over the average in-home TV audience, according to Arbitron. ESPN worked with Arbitron in November 2010 to measure consumption of ESPN Radio affiliates and football content on ESPN TV networks, both in home and out of home.
Chart: Outdoor Advertising Expenditures, Q1 2010 v. 2011
About this chart: Source: Outdoor Advertising Association of America (OAAA), May 2011 in association with Kantar Media.
Chart: Outdoor Advertising Expenditures by Industry, Q1 2011
About this chart: Source: Outdoor Advertising Association of America (OAAA), May 2011 in association with Kantar Media.
Another Executive (Another Griffin) Departs from Time | Rebranded Travel Magazine Debuts
- John Q. Griffin has ended his nearly six-month stint as president of Time Inc.'s News Group (its titles are Fortune, Money, Time and Life.com). The announcement was made by corporate chief financial officer Howard Averill, one of the three executives running the company since the February departure of Time Inc. president Jack Griffin after five months on the job, reports minonline.com. The company is conducting a search for his replacement, and publishers of the titles are reporting to Averill.
Expedia Facebook to Give Away $1 Million in Products | ShareThis Complies with Privacy Standards
- Expedia has launched what it claims is the biggest ever giveaway on Facebook, handing over $1 million worth of travel products at users, writes tnooz.com. Over the next six weeks, users are invited to become fans on the Expedia Facebook page where they can create a virtual trip to a particular destination around the world. The social element kicks in by allowing the user to invite five of their Facebook friends to join the trip and become part of the bid to win one of the prizes on offer. Expedia is awarding air tickets and accommodation as prizes, but the long-term is a better fan based for marketing messages across users’ Facebook feed.
Startup Tech Rethinks Tracking with “Device Fingerprinting” | March Madness Offered on iPad
- Several startups are experimenting with technologies that could completely overhaul the way connected devices are targeted and tracked, writes ClickZ.com. Using new products from companies like BlueCava and Ringleader Digital, advertisers will be able to link and track individual consumers on their mobile phones, desktop PCs, tablet devices, games consoles, TVs, or in their cars, and serve them ads based on activity across those devices. This would make the cookie obselete. Read the full story here.