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LeBook Business Development Job for Trend Setter -

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One the way up? Manhattan mobile phones advertising startup appoints Kingcoms Charity Sabater

Any­one with enough expe­ri­ence of media jobs in mobile adver­tis­ing agen­cies will be aware that, by the time that a start­up has appoint­ed its first VP of nation­al sales, its prospects will be look­ing promis­ing. And, just five months after being found­ed, Man­hat­­tan-based mobile phones adver­tis­ing start­up Lock­et, which we fea­tured on these pages in August, has just done pre­cise­ly that. From Can­dy Crush to Mobile Phones Adver­tis­ing  Char­i­ty Sabater, erst­while senior direc­tor of ad sales at online gam­ing meg­a­site King.com (the com­pa­ny behind the addic­tive­ly pop­u­lar mobile game Can­dy Crush), is step­ping into the new role and, accord­ing to Lock­et co-founder and CEO Yun­ha Kim, will be charged with the task of attract­ing more big brands into the pro­gram. Locket’s unique approach to mobile phones adver­tis­ing involves pay­ing users of its app when they engage with the ads it places on their Android lockscreens. OK, at one cent per ad engage­ment, no one gets to be a mil­lion­aire, but after a few months there’ll be enough to cash out a lit­tle wind­fall, make a small dona­tion to a char­i­ty or add a lit­tle to a gift card. Users can even vote on brands they’d like to get ads from.…

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True storytelling: the creative successor to branded content in advertising?

A lead­ing cre­ative has offered some sage advice to fel­low cre­atives from online adver­tis­ing agen­cies: whether you’re a copy­writer on an art direc­tor, if you want to tru­ly appeal to today’s hyper-con­nec­t­ed, social con­sumer, drop brand­ed con­tent and learn to love true sto­ry­telling instead. Minds, hearts and sto­ries Jon Hamm, Chief Cre­ative and Inno­va­tion Offi­cer at the glob­al mar­ket­ing firm Momen­tum World­wide, believes the dis­tinc­tion between the two is piv­otal. In a recent arti­cle for Adweek, he describes it like this: “Sto­ries rely on the intend­ed audi­ence to devel­op their own imagery and detail to com­plete and, most impor­tant­ly, to co-cre­ate, where­as con­tent does not. Con­tent is pri­mar­i­ly cre­at­ed in the inter­nal mind of the con­tent orig­i­na­tor, with no heed to the mind or to the con­text of the audi­ence.” Think about it, all you imag­i­na­tive art direc­tors and copy­writ­ers: as Hamm argues, the work of the great­est sto­ry­tellers is high­ly evoca­tive, cre­at­ing unique, indi­vid­ual expe­ri­ences with­in the mind of the audi­ence. And as humans are the only ani­mals for whom sto­ry­telling is an inher­ent fea­ture of life – the chief means by which the accu­mu­lat­ed val­ues, beliefs and wis­dom of pre­vi­ous gen­er­a­tions is trans­mit­ted – it’s a key means…

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Online advertising sees big growth in consumer trust, says new Nielsen report

OK, so word of mouth from friends and fam­i­ly still tops the poll as the most trust­ed form of brand rec­om­men­da­tion. But hard­work­ing art direc­tors, copy­writ­ers and account man­agers toil­ing away in online adver­tis­ing agen­cies can just­ly con­grat­u­late one anoth­er for their efforts, too. Accord­ing to Nielsen’s lat­est “Glob­al Sur­vey of Trust in Adver­tis­ing” report, con­sumer trust in online adver­tis­ing is grow­ing marked­ly across the plan­et. The rise of owned con­tent adver­tis­ing  The 2013 study took the views of over 29,000 inter­net users in 58 coun­tries, seek­ing atti­tudes to 19 dif­fer­ent forms of earned, owned and paid media. No art direc­tor or account man­ag­er would be sur­prised to find that the biggest major­i­ty – 84 per­cent (up 6 per­cent on last year) – trust­ed rec­om­men­da­tions from fam­i­ly or friends most high­ly. But 69 per­cent said they trust­ed owned con­tent (i.e., the mes­sag­ing deployed on brand-oper­at­ed web­sites), a rise of 9 per­cent on 2012. If word of mouth and owned con­tent get the gold and sil­ver medals, at 68 per­cent, cus­tomer reviews get the bronze, which saw a 7 per­cent rise in approval com­pared to last year. Vet­er­an art direc­tors and account man­agers, though, may be won­der­ing what hap­pened to paid…

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From business development managers to art directors and beyond, thousands flock to New York for tenth annual Advertising Week

So, as pret­ty much every busi­ness devel­op­ment man­ag­er across the land will be aware, New York’s annu­al Adver­tis­ing Week is short­ly upon us again, with 2013 mark­ing its tenth anniver­sary. What’s top of mind for 2013? Last year, the empha­sis was solid­ly on dig­i­tal. This year, the tens of thou­sands of busi­ness devel­op­ment man­agers and oth­er Adland atten­dees can look for­ward to an array of press­ing issues besides dig­i­tal and the role of Face­book and Twit­ter. Like the rise of native adver­tis­ing, for exam­ple, and the increas­ing need for cross-screen mar­ket­ing, not to men­tion the tri­als and tribu­la­tions of star­tups in the indus­try. All three have acquired sig­nif­i­cant increas­es in con­tent this year, although they’re close­ly fol­lowed by dig­i­tal video, mobile, dynam­ic women in adver­tis­ing and gen­er­al tal­ent issues. And judg­ing by the sheer weight of the 263-page tome that is the week’s guide, there’s going to be no scarci­ty of con­tent. A year is a long time in adver­tis­ing and, as any job­bing busi­ness devel­op­ment man­ag­er can tell you, the land­scape can change a lot in twelve months in this busi­ness. As Adver­tis­ing Week’s Exec­u­tive Vice Pres­i­dent Matt Scheck­n­er puts it: “Every year, there’s a pret­ty girl at the…

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AdColony — the startup aiming to deliver the best mobile video advertising experience on the planet

Back in 2008, few with media jobs in the fledg­ling mobile adver­tis­ing indus­try would have even thought about deploy­ing videos; but fast for­ward to the present, and it’s clear that both con­sti­tute gigan­tic mar­ket oppor­tu­ni­ties and the time for a fusion is ripe – a fusion that start­up mobile adver­tis­ing firm AdColony is already work­ing with. Load­ing time? What load­ing time? What a dif­fer­ence five years can make; in 2008, the chief rea­son why mobile adver­tis­ing agen­cies steered clear of video was because the load­ing time was just too frus­trat­ing for users; in 2013, that’s no longer the case. AdColony, which launched in 2011 and now has offices in New York, Seat­tle, Los Ange­les and San Fran­cis­co, aims to keep users in the apps it adver­tis­es on with a triple‑A con­tent expe­ri­ence. And thanks to its pro­pri­etary Instant­Play video tech­nol­o­gy, it’s suc­ceed­ing. Its high-res­o­lu­­tion videos have zero load­ing time. AdColony has an auda­cious vision: it aims to pro­vide noth­ing less than the best qual­i­ty mobile adver­tis­ing expe­ri­ence in the world with video, simul­ta­ne­ous­ly serv­ing adver­tis­ers, pub­lish­ers and con­sumers. And it’s doing so by deliv­er­ing high­ly engag­ing video expe­ri­ences that keep view­ers hooked on the con­tent. Short, sharp and savvy AdColony’s…

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