Weekly Digital News Roundup: March 5 – 9
Google’s Project Re:Brief Brings Old Campaigns to Life
Google is beginning a new initiative called Project Re:Brief, which re-imagines classic campaigns for modern audiences. Announced at the South by Southwest Interactive Conference and Festival in Austin, Texas, the project incorporates an internal team at Google, an ad agency that works for Google, WPP’s Johannes Leonardo, and creators of the original 1960s and 1970s campaigns.
The goal of Googlers involved is to demonstrate to marketers and agencies that campaigns in new media can appeal to both the rational and emotional side of consumers, similar to vintage ads from the golden age of advertising.
“We started to think about how Web ads can move from being informative and transactional to delighting and engaging, stirring the soul and building a brand,” said Jim Lecinski, vice president for United States sales and service at Google.
Twitter’s Changes to Brand Pages
- Rumor has it that Twitter’s brand pages are going to experience a big facelift. The pages, which are offered to marketers that also spend ad dollars on the network, show the brand’s Twitter feed and images. Twitter is planning on adding e-commerce, contests, and sweepstakes.
- The new product will encourage app developers to build experiences on Twitter, which will be contained within the brand’s tweet timeline. The new brand pages are expected to launch later this year.
- Experts familiar with the pages speculate that Twitter is looking to offer an alternative to the experiences brands can create for fans on Facebook. Brand pages have the potential to drive revenue by connecting organic and paid content. With the new pages in mind, eMarketer predicts Twitter’s revenue to hit $259.9 million this year.
Advertisers Prep for Massive Social Media Spending
- In an Advertiser Perceptions survey of nearly 1,200 people involved in deciding how ad dollars are spent digitally, 59% of respondents said they would increase social media ad spending in the next 12 months. Comparably, just 4% said they would decrease spending on social platforms.
- The survey also reports that social media advertising will constitute 27% of digital budgets over the next year on average. No other digital category – including ad networks, media companies, and agency-trading desks – expect to see in-budget share gains over the same amount of time.
- Leading digital advertisers believe half of their budgets in the next 12 months will be spent on brand-focused advertising. In short, 2012 – 2013 will be a year defined by super high spending in social media advertising.