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| � Fidelity Shifts Some Print In-House BOSTON Seeking to cut costs and fine-tune its retail efforts, mutual funds giant Fidelity Investments here is shifting a chunk of its ad chores now handled by Havas' Arnold in-house, according to sources. Specifically, the client itself will now handle transactional, retail-oriented print ads appearing primarily in newspapers, per sources. Fidelity spent about $35 million on U.S. print ads, including $15 million in newspapers through the first 10 months of 2007, per Nielsen Monitor-Plus. In all of 2006, the company spent $42 million on print ads, including about $14 million in newspapers. All told, the company spent approximately $200 million in domestic measured media from January through October 2007 after spending slightly less than $200 million during all of 2006, per Nielsen. Representatives at Boston-based Arnold declined comment. A Fidelity rep had no immediate comment. more � | ||||||||||||
| � Broadband Video Grows; TV Preferred NEW YORK Six out of 10 high-speed Internet users either watch or download online video content at least once a week. As much as 86 percent do so on a monthly basis, according to the Broadband Content and Services 2007 study by market research and consulting company Horowitz Associates. These figures are up from 45 percent and 71 percent, respectively, that were released in the 2006 study. Horowitz Associates found that news and user-generated content (non-professional) are the highest-viewed genres, followed by movie previews, music videos and segments of television shows. more � � Pats-Giants Tally for Nets NEW YORK For the first time, outdoor digital billboards will become a breaking news source, displaying real-time election results from the Iowa Caucuses on Thursday, Jan. 3. Boards in four markets will be running results in Waterloo, Cedar Rapids, Des Moines and Dubuque. Throughout Thursday evening, the boards will be updated instantly with the percentages and relative rankings of the top three candidates from each party, and when a winner is declared. Caucus results will run as part of the regular rotation of ads. more � � Di Cesare Leads YouTube Marketing NEW YORK Having conquered old media, Chris Di Cesare is now taking on new media as the first director of marketing at YouTube. Di Cesare was formerly director of creative marketing at Microsoft. He accepted the new post two months ago, after spending 12 years at Microsoft, Redmond, Wash., working on the Xbox group. Di Cesare helped launch Xbox and Xbox 360, and most recently helmed the biggest entertainment launch ever. Halo 2 generated $170 million in sales in its first 24 hours, outpacing not only any game ever launched, but also any movie ever launched. more � � Digital Boards to Broadcast Iowa Results NEW YORK For the first time, outdoor digital billboards will become a breaking news source, displaying real-time election results from the Iowa Caucuses on Thursday, Jan. 3. Boards in four markets will be running results in Waterloo, Cedar Rapids, Des Moines and Dubuque. Throughout Thursday evening, the boards will be updated instantly with the percentages and relative rankings of the top three candidates from each party, and when a winner is declared. Caucus results will run as part of the regular rotation of ads. more � � Aflac's Approach Must Evolve BOSTON In Adweek.com's "Ad of the Day" feature, David Gianatasio writes, "Aflac on Sunday breaks its latest commercial by The Kaplan Thaler Group. The 30-second spot features an orangutan that, like other animals recently cast in the client's ads, represents rival insurance companies. The simple point--that there's no replacement for Aflac's services or its iconic duck mascot--is effectively conveyed. Still, the formula seems a bit tired." more � AT THE ROUNDTABLE | |
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