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THE NEWS

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Will Instagram become a more effective marketing tool than Facebook?If your brand's social media strategy includes only Twitter and Facebook, you're falling behind. Newer sites, such as Pinterest and

Instagram, are growing rapidly and consumers are pushing the accelerator.

Instagram, for example, has grown from 5 million users to more than 30 million since its launch in October 2010. More than 1 billion

photos have been uploaded on the site. The mobile-centric, photo sharing platform has generated so much interest, Facebook dropped $1 billion

for its acquisition in April.

What's the appeal? According to Brian Zuercher, founder of social media photo aggregation company VenueSeen, people are visual, so

consumers are naturally gravitating toward the image-based platform. Simply put, he says, Instagram provides a way for a brand to share its

story through a series of photos, and for customers to directly connect with a brand.

"Text is simply not engaging, and that's why Facebook went to Timeline, to add more imagery. A photo has four times as much

influence as a comment because it's visual; it sticks in people's minds," he said. "Brands are using this to tell their real story through

photographs in which consumers are the curators."

Instagram, he adds, has hit a critical mass of users. Sixty-percent of restaurant photos uploaded to the site are of food or drink, and

restaurants are increasingly using those images as part of their digital marketing strategies.

A handful of food and beverage companies signed onto the site early, such as Starbucks, Ben & Jerry's, Red Bull, Whole Foods Market and

Dunkin' Donuts. And plenty more have caught on in the past few months.

Caribou Coffee is using Instagram to "stand out" through its Sip Up Summer photo contest, currently running on the brand's Facebook

page. The contest invites fans to submit pictures of "colorful, sun-filled moments" with their Caribou products for a chance to win

summer-themed prizes.

http://www.fastcasual.com/article/197399/Will-Instagram-become-a-more-effective-marketing-tool-than-Facebook

http://www.fastcasual.com/article/197399/Will-Instagram-become-a-more-effective-marketing-tool-than-Facebook


Marketers Waste Millions on Wooing DemosNearly a century after John Wanamaker first gave voice to the entropic theory of advertising, marketers remain in thrall to a fundamentally

profligate system. According to a new study by Catalina Marketing, just 36 percent of television ad exposures are delivered to the

households that account for the vast majority (98 percent) of CPG purchases . This is a direct function of marketers’ overreliance on

demographic targeting, said Todd Morris, Catalina.

“Demo targeting tends to treat all consumer groups equally, no matter how active they may be in a given category ,” Morris said.

“Instead of super-serving the relevant ads to the most active consumers, the impressions are spread out equally among viewers

who happen to coexist in the same demographic. It’s an incredibly wasteful and inefficient way to do business .”

Take CPG, a category that traditionally has drawn a bead on women 25-to-54. In a study focused on 10 national CPG brands—a

roster of frozen entrees, cereals, yogurts and soft drinks that together spent $415 million on measured media in 2011—Catalina

discovered that consumers outside the target demo were responsible for as much as 60 percent of all purchases .

Through its retailer loyalty-card program, Catalina tracks the purchases of 76 percent of U.S. households. After forming a joint venture with

Nielsen in late 2009, Catalina married its proprietary consumer spending data with the media research outfit’s national TV and online

panels.

Speaking at an Advertising Research Foundation event in New York last spring, CBS Corp. chief research officer Dave Poltrack said the

industry’s slavish devotion to age- and sex-defined demographics only served to guarantee the ongoing “misallocation of TV advertising

investments.” Poltrack added that targeting heavy category consumers has a significant impact on post-exposure behavior. For

example, Catalina demonstrated that a 20 percent increase in ads served to frequent detergent purchasers ultimately led to a

147 percent lift in sales.

“An evolution not a revolution—we’re not going to disrupt the way media gets purchased overnight,” Morris said. “But the brands and the

agencies have to examine their goals and realize how the methodology has changed. And I think we can help the industry respond and

adapt to this new, disruptive sensibility.”

http://www.adweek.com/news/advertising-branding/catalina-marketers-waste-millions-wooing-demos-141961

http://www.adweek.com/news/advertising-branding/nielsen-catalina-form-joint-venture-114269

http://www.adweek.com/news/advertising-branding/catalina-marketers-waste-millions-wooing-demos-141961


Viacom, DirecTV Settle Carriage WarAfter a long, nasty and ultimately expensive wrangle, Viacom and DirecTV have reached a long-term agreement to

renew carriage.

All 26 Viacom networks, including Nickelodeon, Comedy Central, MTV, BET, CMT, Logo, Spike, TV Land, MTV2, VH1,

VH1 Classic, Palladia, Nick Jr., Nicktoons, TeenNick, Tr3s and Centric, will return to satellite provider's channel lineup

immediately.

As part of the overall carriage agreement, DirecTV has an option to add the Epix service to its entertainment offerings.

The addition of Epix was the deal's major sticking point.


Facebook Holds Policy Summit for Frustrated CreativesFacebook and nearly 40 ad agencies powwowed last week to clear the air about its policies for ads, apps and pages, Adweek has

learned. Billed as the Facebook Policy Summit, the meeting aimed to resolve numerous pain points associated with the

social marketing platform. But one seems to have been particularly important: While pitching brand clients, agencies have

sometimes unknowingly sold campaign ideas that couldn’t meet the platform’s guidelines.

“The Facebook policy is actually longer than the U.S. Constitution–no joke,” said Ivan Perez-Armendariz, an interactive director

at Crispin Porter+Bogusky. “Facebook has a move-fast-and-break-things culture. So you might have a green light on a

concept only to find out later on that the policy has changed…We’ve had instances where a major investment has been

made, and then it gets shelved.”

Blake Chandlee, VP of global agencies and clients at Facebook, said agency leads asked a number of questions. Though the most

popular one, he suggested, may have been about how they could find out about policy changes before they get

implemented. As a byproduct of the summit, Chandlee said, several agencies will sit in on a teleconference next week to brainstorm

about how Facebook can better communicate new policy information.

“That’s something historically that we haven’t done that well,” he said. “[We want to] more effectively do that because it’s a big

community. There are hundreds of thousands of employees who get affected by this stuff around the world.”

“Sometimes you read policies and think, ‘Why would they do that? Why are they trying to reduce the creative canvas that I have?’”

he said. “[Last week] when we explained we were trying to protect the user experience and the value it delivers to both users

and brands, it seemed the light bulb went off for a lot of people. And it will be an ongoing dialogue.”

Given its dependency on ad revenues, the moves are no-brainers for CEO Mark Zuckerberg’s eight-year-old company–as it hopes to

gain the confidence of Wall Street investors.http://www.adweek.com/news/technology/facebook-holds-policy-summit-frustrated-creatives-142027

http://www.adweek.com/news/technology/facebook-holds-policy-summit-frustrated-creatives-142027


Advertising Is Mostly Alien Mind Control, Says New Movie For whatever reason, sci-fi movies have found fertile ground

in preying on society's irrational, deep-seated fear of the

advertising profession. The upcoming movie Branded (trailer

posted below), out Sept. 7, appears to be no different.

For decades, movies have been letting you know that

advertisements are controlling you, that they've gone too

far, that they're in your head, and this time the people

behind it appear to be … wait for it … ALIENS. Who have

an absurd fondness for QR codes.

It looks like They Live or a feature-length Hulu commercial

combined with billboard transformers. So, the question is,

how do you advertise a film about how advertising is

bad? Apparently, the answer is allowing people to make

white T-shirts with whatever QR codes they want on

them.

Not surprising, given that we fear that which we do not

understand—and boy, do these people not understand

advertising.

http://www.youtube.com/watch?feature=player_embedded&v=SKUTs3w9LEk#!

http://www.brandedmovie.com/code020/



http://www.youtube.com/watch?feature=player_embedded&v=SKUTs3w9LEk


JAY’S TOP 5

http://www.youtube.com/watch?v=ZDuxWGHA-Z4&list=PLCB136AE1D30A07A9&index=33&feature=plpp_video




APPSAND COOL

STUFF


FHM: MOVIE DATE APP

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GOOGLE DOCS: MASTER EDITION

http://www.google.com/campaigns/gonegoogle/masters-demo/index.html


FAIL


Pittsburgh Tribune-Review's Living Section

“Suit Yourself”


Shell Oil

“Let’s Go”

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Pizza Friday is Numantra’s weekly venue for reviewing the

latest news, innovations and accomplishments taking place in our industry and the world at large.

Our founders each have spent decades working for some of the largest ad agencies in the world. It was experience that was invaluable, ultimately, because it taught us that we just can’t keep following years of tradition if we want to have an

impact in today’s marketplace.

So we got together for a lot of serendipitous reasons and formed Numantra. Ka-boom! The forever-new marketing

braintrust that maximizes client resources with fresh insights, accountable solutions and kick-ass results was born.

Find out what Numantra can do for you.

Visit numantra.com for more information.

pizza friday 212

Business

catalina marketing

active consumers

percent increase

percent lift

percent of allpurchases

percent of cpg purchases

percent of restaurant

heavy category consumers