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In the news: Google admits most online ads are never seen; Snickers' Super Bowl comeback; Twitter plays nice with media

Google ad impressions unimpressive. Give Google credit for honesty about the effectiveness of many brands' online ads: The company this week acknowledged that 56.1 percent of advertisements served on the Internet fall short of one second on screen. Spider.io, an ad-fraud company Google bought in February, has already pointed out that one botnet of 120,000 virus-infected computers "viewed" ads billions of times unbeknownst to their users or the hapless advertisers who'd bought the positions.

Snickers intercepts M&Ms for Super Bowl. M&Ms are from Mars ... And Snickers are from Mars, too. Traditionally, only one of the brands gets a TV spot at football's Big Show — and for Super Bowl 2015, Snickers is coming back after a four-year hiatus. For the occasion, BBDO will bring out the next installment of its "You're Not You When You're Hungry," which gave Betty White a career reboot in 2010. (Snickers hasn't announced who'll be featured in the new spot.)

It's not a gang ... It's a club. "We're not a media company," Twitter VP Katie Jacobs Stanton told Re/code’s Peter Kafka. "We’re a communications platform that helps service the media business." Stanton was at Re/code's Code/Media: San Francisco to reassure those media companies that Twitter is not looking to eat their lunch. To support its contention, Twitter is working with Nielsen in hopes of providing brands with data about consumer tweets during broadcasts.

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