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June 11 Competitive Report

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by

Adrienne Marcino

on 13 August 2013

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Transcript of June 11 Competitive Report

Front and Center How "Print" Has Integrated: Adweek Weekly Competitive Report -Hearst has begun offering “Native Advertising” packages to advertisers across their digital platforms. -Hearst wants the units to run across Hearst brands such as Cosmopolitan, Good Housekeeping, and Esquire.
-These integrations are advertisements that look like editorial content. They are labeled “editor’s picks” or are “presented by” the beauty marketer.
-Other ad units aggregate short-form videos that are created by Hearst or the client.
-Conde Nast also announced that their corporate sales department is working on a new mobile native ad.

Netflix wants to double original content by 2014 -Netflix chief content officer said he wants to double Netflix’s original show offerings to 8 shows in 2014.
-Netflix is most likely turning to commercial content to fund them. Product placement was important in funding House of Cards.

http://techcrunch.com/2013/02/11/netflixs-house-of-cards-is-internet-tv-funded-original-programming-but-dont-kid-yourself-its-ad-free-spoiler-alert/

-Article discussing the HoC integrations. The writer critiques the overwhelming product placement.
“Superman integrates with everyone” Part 2: This co-brand is pretty cool: eyeglass company Warby Parker creates Clark Kent inspired frames. http://creativity-online.com/work/warby-parker-man-of-steel-frames-perceychamberlain/31653 "Technology is cool" moment of the week 20th Century Fox integrated Bad Teacher promotions into a How I Met Your Mother episode…filmed years ago. 20th century went back and placed the integration in an episode because they knew how many times it would be viewed in syndication.


http://insidetv.ew.com/2011/07/07/
how-i-met-your-mother-reruns-bad-
teacher-zookeeper/
Fun Stuff from Brazil: DVD that smells like pizza Domino’s partnered with 10 video rental stores in Sao Paulo Brazil to create DVDs that looked and smelled like pizza when they were heated up and ejected from the DVD player. The DVD read: “Did you enjoy the movie? The Next one will be even better with a hot and delicious Domino’s Pizza”. This works in Brazil because broadband speeds are not as fast, and streaming video services like iTunes and Netflix are not widely used.

Moral of the story: literally anything can be integrated.

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