How Heineken, Sephora tap mobile for more targeted sponsorship activations
Big brands including Heineken and Sephora are leveraging event sponsorships with mobile and digital to test new and emerging platforms.
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Local mobile ad spend increasing with inventory growth: report
As more national brands adopt local advertising tactics such as geo-fencing, click-to-call and click-to-map, the share of overall mobile ad revenue attributed to location-based campaigns will grow from 40 percent in 2013 to 52 percent in 2018, according to report released today by BIA/Kelsey.
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Zippo attempts to reengage youth with mobile and social campaigns
Lighter company Zippo is turning to social networking to reconnect with younger consumers who are increasingly smoking less.
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Agency profile: Razorfish tailors next-generation mobile experiences for brands
As the use of mobile evolves, Razorfish, too, is reevaluating how to integrate mobile into its own organizational structure so it can best take advantage of emerging opportunities such as voice-activated ads and smartphone sensors.
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