Mozilla Extension Rakes Up Anger from Users

Posted December 19, 2017 by Abhishek Pandey @ 3:14 am

Mozilla would not have thought out that a plan mostly conceived up of good intention would completely backfire against their will. It would mostly have sounded a good idea at Mozilla to promote computer security and bring out privacy awareness using a tie-in with an online game from the Popular Mr. Robot hacker TV series. But boy did it backfire; Mozilla almost received thousands of angry messages from users who had by now believed in its abilities.

On Wednesday, Firefox users received something unusual on their desktop screens. They began complaining about a cryptic extension that had been installed against their wishes in their browser with no explicit permission or explanation of what its function is? It only read one description – “MY REALITY IS DIFFERENT THAN YOURS”. With that an abstract line, anybody would be first taken aback and that was exactly the case with people. People ripped apart the Firefox in the Reddit discussion after one of the users quoted, ‘I have no idea what it is or where it came from. I freaked out a bit and uninstalled it immediately’. This was one of the thousands of such messages that users left after the unwanted browser extension crept up their computer screens.

What was the matter?

Mozilla had installed the Looking Glass Extension privately on their machines this week through a partnership with Mr. Robot Hacker TV series. The company later stopped doing the extension thing when people reported the issue and demanded immediate back out. ‘Suffice to say, we have learned a good deal in the last 24 hours…although we always have the best intentions, not everything that we try works as we want.’ – commented Jascha Kaykas-Wolff, Chief Marketing Officer at Mozilla. Mozilla moved the Looking Glass to its Firefox add-on store where the people will be able to get it if they want it as it becomes available this weekend within hours of receiving such complaints.

As per Bruce Schneier, Computer Security and Privacy Researcher, ‘Mozilla should have known better’. This issue has shown that the outside organizations have much control over our computing hardware and software- even well-meaning organizations devoted to online privacy and to make us all ‘empowered, safe and independent.’

Similar Incidents

There were similar incidents happened in the past when Apple sent its iPhone users U2 music application even if they hadn’t asked for it and Amazon had remotely removed a copy of George Orwell’s novel ‘1984’ from People’s Kindle e-book readers. ‘These companies have control, and you don’t’, Scheier Said adding ‘They can do things against your interests all the time.’

In order to check if your desktop has also received a similar extension, you need to type “about:addons” into Firefox’s address bar, then click on the ‘extensions’ on the left side of the page. If the Looking Glass software is there, you can click the remove button and uninstall that for good.

This Faux pas comes at a time when Mozilla released its new Quantum version of Firefox years in the making only to release the trust it mends for years. The Mozilla has been trying to win back the trust of users who had migrated to Chrome only to come back when the quantum was launched.

How did the Extension get downloaded?

Mozilla had used a tool that lets it test Firefox features to install the extension. Many of the Reddit had complained about the ill-notions Mozilla has made after its mistake. Mozilla had distributed the extension only to people in the United States after checking it to make sure it did not collect any user data. Mozilla, however, was not paid for the tie-in with Mr. Robot plugin.

Filed under: Company Headlines

Fox- Disney Deal: How Does It Impact the Industry?

Posted December 18, 2017 by Abhishek Pandey @ 2:40 am

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Rupert Murdoch, a name which transpired the News business by turning a single Australian Newspaper inherited from his father intone of the world’s largest news and film empires. This came as a huge surprise amid speculations about the deal between the two media giants – Fox and Disney. The Mouse and Fox, known to be a long time natural foe to each other came finally off together with this shattering deal worth $52.4 Billion. Disney acquired most of the 21st Century Fox, the entertainment company owned by Media Moghul Rupert Murdoch. The deal which is still pending regulatory approval would make Walt Disney the owner of Fox’s 22 regional channels, cable entertainment brands FX, and National Geographic, and Fox’s portfolio of International Operations including a fast-growing Pay-Tv service in India also.

If the regulatory bodies give the deal a green signal and which is evident, it will completely overhaul the entertainment landscape, bring together for the first time, the two greats of Hollywood’s ‘Big Six’ studios under one common ownership. This deal will also give Disney the firepower of programming it in order to win a battle with Netflix and other new entrants in the Industry. There are still bigger questions lying unanswered about the deal. Some of them being –

Will the Murdochs be involved in the affairs of Disney post deal? Will Fox continue to make movies? Will the Justice Department give a green signal to the deal? Will the X-men team with the Avengers? What would be the impact on Netflix?

Some of these questions need immediate answering as it involves the intellectual and other rights involved in the thousands of employees whose future now hangs in balance. The deal, which takes the form of a consolidated relationship, makes this a larger mess to handle.

As far as Fox’s future is considered, it is said to form a news-focused company with the remaining of its assets. Fox Shareholders including the Murdochs will get a 25% stake in the larger sized Walt Disney.

What will the new Disney Franchise look like?

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With the addition of Fox’s assets into its ever-growing wallet, Disney will get all Fox’s movie and television studios, regional sports network and international holdings among other investments. The move will also add to Disney’s back catalog high grossing movies such as the original Star Wars movies, the Marvel Superhero movies, Avatar and Deadpool franchise as well as TV soaps like Modern Family and The Simpsons. It also expands Disney’s offering with the FX and National Geographic cable channel as well as Fox’s regional sports network in the US. It will also add Fox’s Star India and its shares in Sky Tv and Tata Sky also. Disney will also get the majority control of the video streaming service HULU which has also been partly owned by Comcast and Time Warner. Disney is set to also assume $13.7 Billion in Fox debt as part of the stock deal taking the total value of the transaction to $66 Billion.

Why is deal important for Disney?

Disney, which already owns a vast media industry comprising of films, news and leisure companies, has set big emphasis on this deal. In the ever-changing consumer behavior and media landscape where the viewers have turned towards more content specific content platforms such as Amazon Prime and  Netflix. This deal gives access to pay-Tv services provided by Fox in India, a nation emerging in the broadcast facilities. Disney believes that the deal will give the vast scale to compete with the emerging online entertainment portals. It also expects to wring at least $2 Billion in cost-saving out of the new company to boot.

What assets will Murdoch have in its pocket?

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The Fox will hold on to its flagship Fox News Channel, Fox Business Network, Fox Broadcasting Company, Fox Sports, Fox Television Stations Group and Sports and Cable Networks FS1, FS2, Fox Deportes and Big Ten Network.

What about Murdochs?

It is a growing speculation about the role of the Murdochs in the ongoing transaction. What role would they fit into the new Disney? Most of the media pundits believe that Rupert Murdoch would hand over his assets to his two sons James and Lachlan Murdoch. The management for the new Fox is being phased out but Rupert Murdoch in a recent chat said to Sky Tv that he expects his elder son Lachlan to become the Chief Executive while James is being seen to play a big role in the Disney Networks.

Filed under: Company Headlines,Events

Viewability – The Future Advertisements Checker

Posted December 15, 2017 by Abhishek Pandey @ 12:31 am

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Viewability of Advertisement had never become so important than the current times when the market and the publishers are feeling the heat of merging their interests with that of the consumers. A displayed or served advertisement serves no purpose till it is viewed regularly by a long line of masses. The shift in the advertisement industry post the change in user behavior is astonishing and the publishers are rushing to catch up. In these times Ad Viewability becomes of central importance-an online advertisement metric that tracks seen impressions rather than served or displayed impressions. For example, if an ad is placed in the bottom of an article or a website, the user will only see the advertisement if reaches the bottom of the article. If the user does not scroll down, the ad is not viewed and the ad is not counted under the Viewable impression. Many of the Advertisements on the web never appear on a screen and their impression does not get counted at all.

So, how is viewability of advertisement impacted then? Let us find ours through a survey conducted on its display advertisement platforms including Google and DoubleClick. Some of the breakthrough points which impact viewability are as follows:

State of Publisher viewability

Often a small number of groups of publishers serve most of the non-viewing impressions. 56.1% of all impressions are not seen as viewable impressions and thus are null in order. But the average publisher viewability is around 50.2%. The figure is inconclusive of the result that they produce. While their ad viewability should be high, their own viewability should be correlating enough.

Position of Ad on the Page

This is the most important aspect of viewability these days. With a buzz in the internet world and users going all frenzy, it is important the ads get posted at the right place in the right frame. If the user does not get to the bottom of the article or the page, he won’t be able to see the Ad and its viewability will be impacted. The most viewable position in the page fold is the right above the fold and not on the top of the page. If the user gets interaction with the Ad first, it is highly likely that he will get frustrated and might bump out. So, right place and right frame are a must have necessity.

Size of the Ad

Not only the position of the Ad but also its size matter a lot when we count on its viewability. The most viewable ad sizes are the Vertical Units because they stay on the screen for longer times. The aptest size of the ad remains at 120 x 240 while the next best size for the Ad remains at 240 x 400. 160 x 600 size ads are also in use these days while the users completely abandon the ad sized 300 x 250.

Ads always viewable when posted above the fold

It was found that the ads were always visible when they were posted above the fold. 68% of the ads are nowadays posted above the fold that gets them viewable impressions. But it is also ironical that not all the above fold ads are visible while some of the below the fold ads are also visible. This is pure mysticism of the user behavior or the quality of Ads! Well, who knows!

Viewability varies across the industry

If that is not popular, that is not ad worthy. This is the line which gets through the publisher’s mind while publishing ads. A better content oriented website has more chances of getting good impressions than those with more hobby or leisure-oriented ones.




Filed under: Advertising

Social and Media Set to Split!– How Well the Advertisers Do?

Posted December 13, 2017 by Abhishek Pandey @ 3:33 am


There was a time when the first phase of social media sites such as Facebook, Twitter and to some sort Instagram helped us connect with our dear ones in an atmosphere more centric on connecting. It was broadcast-focused and open network helping in revolutionizing the medium of communication when there was none to ponder over. It was this time when people received that golden chance to create millions of audience across the world in order to get their voices heard. This was the time when advertisers sensed opportunities to mint through an audience which grew loyal to these sites. With their penetration in the rural areas as well, this seemed like an opportunity of a lifetime.

But is that valid now? Well, the majority of people nowadays believe that Social Media sites have divulged themselves from connections and focused more on playing to a platform of advertisers. In these times the idea of getting a million followers on Instagram or having a look at someone’s activity on Facebook is long gone. What started as an opinion sharing platform has delved into a platform where you bogged down by people and which has made people abandon posting or shying away from these sites. Instead, people have now switched on to more private conversations and lesser affiliations Which now brings in a question, bold enough to be asked, ‘Is Social and Media ready to split? Is the status quo set to change in testing times? Where will the Advertisers go?

Now abandoning the first phase of social sites means less scrolling time through Facebook posts and Instagram feeds and spending more time on posting their thoughts on closed conversations on Facebook Groups and chatting on Messenger. This means that now people have changed their thought process of replying to every confusing chat on Facebook and rather talking to people who actually matter. It means maintaining several small, interest-based Instagram accounts or Fiestas, rather than a single, Public-facing persona.
What does this shifting in the user posting behavior indicate? This indicates that these people are also shifting away from the type of broad-based algorithmic feeds which nowadays are packed with news and media content which they feel is not made for them. However, this behavior has tempted the social media franchises to part ways to separate social and Media paving ways for a split.

What are the trends in the field?

As has been the case with parting audiences, the social sites have also begun to customize their social from social media platforms. Snapchat has announced that it will split the chat function from its media portal. Facebook has also tested a content only news feed with Messenger being the separate chat platform. It also launched ‘Watch’- a video platform much like YouTube which contains highly produced content from publishers and Media partners. Instagram is also bringing in it’s another messaging function called Instagram Direct to direct its user to chat functions.

How will the time change for Publishers and Advertisers?

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With social probably out of social media, publishers and advertisers would have to find their feet and adopt new distribution techniques to take advantage of this shift in user behavior. This means they will have to separate their strategy to be used while publishing on the media platforms as well as on the dedicated social platforms. This doesn’t mean it will be unethical to insert a content-based advertisement in the private chat forums. It means that the publishers would have to be more specific and creative in attracting the user amid changing times in the social 2.0.

Target Advertisement: How Travel Brands are shaping their Ads?

Posted December 12, 2017 by Abhishek Pandey @ 4:13 am

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With the Christmas, Easter and New Year around, the travel world is an incomplete buzz with travel agents and companies working overtime to make sure it goes well. With holiday season and planning in full swing, the travel world seems to have suddenly come out in life with mesmerizing advertisements coupled with holiday packages and gifts. Though holidays are a time of enjoyment and being happy about it, it is more happening when spent with family. America, on the other hand, have more sort of those travelers who get to reunite with their families during this season and so travel brands have much in store for them.

So, much like the retail shoppers who bloom during the festivities, the Travel advertisers have swung back into life making merry of the situation for Christmas and New Year holiday celebrations. When it comes to moving out on a trip, the consumers have certain lists of demands which they need addressing from the consumers.  As the consumers and travelers have become more price-conscious, tech-savvy and flexibility oriented while asking for more measures, the Travel Brands have articulated more challenging measures to fulfill those demands. While they need to address these demands of users, they also need to bring in more innovative measures to appeal to multiple-demographics and enhance the overall experience of the users. It is desired of them to make the travel experience more diverse and as seamless as possible.

This Advertisement by Transfarency impacts those travelers who are cautious of their spending in travel.

Now, in these scenarios, the travel brands in conjunction with their Brand Advertisers have more digging as well as a more deep understanding of these values. In other words, target advertisements must be gathered in order to make the consumers feel special at every stage of their journey.

How has the TV Advertisement changed in times of target audience?

When the articulation of demand of every audience is made, it is certain to give some patterns and changes to look into. Traditionally, the TV Ads needed the marketers to depend only on the contextual placements in order to determine favorable audiences for their Ads but as it has evolved in these times, the marketers and advertisers have been able to identify the commonest demand and serve specific advertisements to relevant target audiences. For example, those who have a knack for visiting historical sites or beaches could now be specifically targeted now. Advertisers will then use their selective judgment to formulate ads keeping their demands on it.

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It was estimated by eMarketer report that the number of addressable or targetable households in the United States will be 74 million by the end of 2017. And this means that the Travel advertisers will now be able to bring in more selective ads to entertain their market and thus have their both hands in profits.


Filed under: Advertising,Brand Marketing

5 Technological Evolution to revolutionize Advertising in 2018

Posted December 11, 2017 by Abhishek Pandey @ 4:46 am

Advertising and its features have seen a paradigm shift in the recent year. From honking its own demands to becoming user-friendly and search oriented, Advertising has gone places in the last decade or so. But 2018 gives us more optimistic indications about some technological innovations which have the potential to completely revolutionize Advertising. This could well be the year when Artificial Intelligence (AI) gets its feet on technology, header bidding settles in and Blockchain finally gets a heads up in the Advertising world. This could well be the year when we cutting edge technology drives the advertising modules. Some of the crisp observations that indicate that 2018 is going to be a prosperous year for advertising are-

Artificial Intelligence shapes up Ad Module

Artificial Intelligence has been one of the most talked about issues of this year and will certainly be more organized in the coming year too. But humans have, over the time, understood that AI will most certainly not replace them and will support them. In other words, AI has that potential to magnify human potential to a level that can be revolutionary. As per Kristina Goldberg, VP of Programmatic for Spark Foundry, ‘In 2018, we will see AI as a way to amplify human ability, not a substitute for it. As the technology becomes more sophisticated, our jobs will follow suit to be more technology learning.’

It is no doubt that machines have unimaginable strength in terms of large-scale data processing faster than human mind but they function on the codes created by humans and that is why they are more sort of companions than the competition. And thus, buyers can hand over more and more operational tasks to AIs in order to get the complex works done.

More Resolved Technologies

There is many a complexity in the technology driving advertisement and which is keeping the agency traders away from what they do the best. As per Brian O’ Kelly, CEO of AppNexus, the complexities are going to get resolved and that will be one of the changes in the year 2018. ‘Machine learning will enable the simplification of traders’ technology allowing them to get back to advertising basics and leverage creativity, intuition and data.’

The resolve will ease up buying advertising on the open internet and will be as compatible as it is on Facebook and YouTube. It will, therefore, bring more transparency in the field and make it more easily accessible to common buyers.

Header Bidding can now come in Mobile in-app advertising and Video

As per Jeffery Hirsch, CMO of PubMatic, Header Bidding has been one of the major features of Desktop and Mobile web display Ad marketplace but with easing streamlining, the in-app developers and publishers, who have been sidelined by rising CPMs and lack of bidding technology, will find a chance to finally come in the in-app advertising also. As per Hirsch, ‘In 2018, we will start to see the adoption of mobile in-app server-to-server header bidding’. Companies will start to test header-bidding solutions for video also by the second half of 2018.

Safety of Brands set to increase

In the coming year, Brands are set to feel safer and their safety is going to increase also. As per Steve Katelman, EVP of Global Digital Partnership at Annalect, ‘Next year, with the latest development in AI, brands, and publishers will be able to use  computer vision to identify unsafe imagery and deliver ads in a safer, more contextually relevant environment.’

Big Strides for Blockchain might come

The blockchain is a bitcoin cryptocurrency wallet and block explorer service launched in the year 2011. But its development had taken a hit in this year as some countries had blocked its way but it seems that 2018 is the year for this and which will make it grow stronger. Blockchain solutions which store transaction information in a decentralized and more secure way will become the norm of the year. The industries might start to use it to combat fraud, for billing and reconciliation, identity and consent management, as per Dennis Buchheim, SVP and General Manager at IAB.


Filed under: Advertising,Brand Marketing

How to create your shop on Facebook? – Here are the simple ways

Posted December 8, 2017 by Abhishek Pandey @ 3:58 am

Do you have buzzing business in your locality?

Want to take this business to high priority and multi-user base where you can maximize the potential to the fullest? Well, in that case, Facebook is the place you are looking for. Facebook has evolved in the recent decade as a fully-fledged business hub with a multi-billion user base. With such a huge number of traffic, it is certain to catch anyone’s attention. It is also notable that every Facebook user spends more than 30 minutes per day on the social site. While they are busy surfing their social life, why shouldn’t they be provided enough space to check out some of the products? This will help in user consideration at a place where all your customers remain connected probably

Many times, we get advised onto how we should move our product on Facebook but there is a great deal of information which we lack in the advice and which we are going to learn here. You can create the Facebook shop to enhance your F-commerce either directly through Facebook or through some special tools which not only would enhance your presence but will also help in the future consideration of the product base.

Step 1: Add a new section to Your Facebook Account

The first step would be to navigate to your Facebook Business Account where you have a business page and admin privilege. On the timeline below the cover photo to the right, there will be a button called ‘Add a Shop Section’. Click on the button to create the section there.

A pop-up page will come up which will ask you to Add shop section. You have to click the blue button to add the section by agreeing to the merchant terms and conditions. It is advisable to read the terms and conditions very carefully in order to understand it clearly.

Step 2: Set the Shop Details in the Shop Section

Once you click the Add Shop section, there will be another pop up coming out of there asking details about the business. Furnish your business email address and click on the box which will use the email for customer service inquiries. If you click on the box, any query regarding the shop will be directed directly to your email address. In the last columns, you will have to give your business address in complete totality.

Step 3: Payment Configuration

Facebook provides you with two options for collection of Payment received through it. The first option is to process the payment through the Facebook page to which the merchants often accept. The other option is to redirect the customers to another website like your own website for that purpose. Once you have configured that you would like to check the payment out through Facebook, you will be asked to set up the payment account.

The merchants from the US can set up their account through PayPal or Stripe as they are very common in the US. While the customers and Merchants from other regions can set up using methods like bank transfer or Cash on Delivery (COD) Mode. It will also ask about setting up your Payment System which you can do so by clicking to connect to an existing Stripe or PayPal account. If you don’t have one, you should first set up an account and start the configuration. Currently, Facebook has configured Stripe while PayPal option is still being rolled out.

Step 4: Finish the Shop Setup

Once the Payment option is configured, all you need to do is to click on the ‘Finish Setup’ button to complete the shop set up in order to complete filling in the rest of your business information. Once the steps get completed, the Facebook Shop will get activated for your business.

Step 5: Add a Product to your Facebook Shop

Having configured the payment and completed the information for your business, the Facebook shop has become life for your business. It is now the time to start selling. For that, you need to upload the product information for products that people can look at and consider buying. You can see a Shop tab on your Facebook business page. Click on this tab to start a pop up which will ask you to add a product. Follow the information in the box to add the product to your Facebook store.

Click on the Add photos button to insert the product image into the Facebook in order to reveal what would the product look like on the Facebook page. Also, write the product detail and other details if necessary.


Filed under: Brand Marketing,creativity

5 Best tools to boost your Social Commerce in 2018

Posted December 7, 2017 by Abhishek Pandey @ 4:20 am

Social Media has become the most important tool to drive the business in the last few years. While the Social commerce drives only 2% of the retail sales by now, it has the potential to drive the market effectively in the coming years. With the sales patterns going diverse and publishers using different online techniques to attract buyers, the Social Commerce is well on course to become the best what the retailers want. The signs have been good while the execution needs to be better for the social commerce to excel well in the industry.

Social Media platforms serve to the people in the capacity of product recommendations, reviews as well as by the retailers to connect to the brand-focused people who make sure that the product is well categorized and best in the business. Any review or recommendation is taken seriously to reach out to the potential buyer. As per estimates made by Technavio, the annual social commerce might exceed $165 billion by 2021 and that is only three years from now.

The signs for 2018 are bright and here are the tools which can drive the market for social commerce in the coming years –


BigCommerce is an all-embracing e-commerce platform which offers us in-built selling and publishing on Facebook, Instagram, and Pinterest. It has that unique ability to synchronize the product inventory across all social media platforms if you do not want to worry about inventory or fulfillment issues. In shorter words, this is an easy multichannel social commerce platform which has the capability to generate buy-ins for your business.

To use this tool, you will have to add your Facebook store to your business page in order to showcase the entire catalog automatically in the Newsfeed of the user. You can also create Buyable Pins for the users to pin and buy the products directly on Pinterest as well as use the BigCommerce catalog to tag your products in the shoppable Instagram posts.

Amazon Spark

Amazon has released its Amazon Spark Initiative in July 2017 which is a social feed of user-posted image that lives within its shopping application. In other ventures, it can be attributed to being similar to other image-heavy networks like Instagram and Pinterest. As of now, only its Prime members can post and comment on Spark which can be viewed by any customer but only the prime members can interact with the comment. This is because Spark Content is focused on engaging active shoppers. 80 million members spend an average $600 more per year than the non-prime members.

Though the marketers are not able to post images on the platform yet, they can work with the influencers who are authorized by the Amazon Prime.


Beetailer is one of those emerging platforms created specifically to increase social commerce. It is a platform which helps in integrating your existing web store into Facebook. You have that unique discretion to customize the product selection in order to only show a subset of your inventory or you can also create multiple tabs on your Facebook page for different sections of the shop.

This tool is a big help when you want to promote your online store with ads as well as analytics. This can help you analyze the performance of your products over time with your audience. There is also product-specific comment thread powered by Facebook in order to promote your Facebook commerce presence.


WeChat was first introduced as a subsidiary to counter WhatsApp’s surge and it became an instant hit China with user-responsive chat feeds. Introduced in the year 2011, the application has more than 800 million monthly user base and which has transformed China’s digital habits, with the average user spending 70 minutes per day on it.

Now, this is a business opportunity because it has user-interface of all social networks like- WhatsApp, Facebook and Instagram and has an integrated digital wallet system that people can use to order taxis, recharge their phones, food deliveries, bill payments as well as pay various retailers. The Research shows that 31 percent of the users started their retail purchase on WeChat which is roughly 200 percent from previous year.

Messenger Bots

Messenger Bots are useful tools which help you connect with your customers on Facebook Messenger, a platform already used by FB to interact with the brands, publishers and influencers etc. the Platform has more than 1.2 Billion monthly user base and is a dream platform for various publishers and Marketers. Roughly all your consumers have a presence on this platform and which makes this an exciting prospect.



Coca-Cola’s Brand Campaign breaks barrier beyond Soda

Posted December 1, 2017 by Abhishek Pandey @ 3:55 am

Coca-Cola has been intensifying its Brand Campaign since the time James Quincey took over as CEO in the month of May, selling itself completely as ‘total beverage company’. The company, in its earnings calls and the investor presentations, has used the term to justify its moves beyond the Soda cult it has. It definitely goes beyond its namesake Cola Brand. In its new Brand campaign, the company was seen shedding off its cult of being a soda and cola company brand which has been eager and competitive enough in the total Beverage functionality.

The Campaign which was aired during the NBC’s ‘Sunday Night Football’ broadcast, seeks to introduce a new set of patterns enough to rejuvenate the fantasies of re-introducing the beverage giant to the Americans as the company has completed decade-long re-franchising initiatives that return ownership of local bottlers to independent companies. To do that, the company sold off its capital-intensive manufacturing and distribution operations as it evolves into a company with a central focus on marketing and innovations.

The new campaign highlights

The new campaign seeks to depict its 68 independent U.S. Coca-Cola bottles as an integral part of the broader family of the company in order to develop deeper connections with the local communities. Ads have become running locally earlier this month with an aim to reorganize its local connections. The Sunday’s Night Football timing for the spot brings in more nationalized push into the urban population. The effort also included ads in the USA Today and the Wall Street Journal. The agencies who have been brought into the effort also include Partners & Spade for creativity, Perfect sense digital on digital and UM for media buying. The TV campaign has described the Coca-Cola company as making “more than the name suggests”. It has also shown other brands such as Honest Tea, Odwalla Juice, and Smartwater.

The Advertisement shows a Coke delivery driver whose name is Willie Mua who works for a bottler in Alaska and Jon Radtke, the Coca-Cola North America’s Hydrologist who has been made the in-charge of Company’s Water Sustainability Program. As per Stuart Kronauge, senior VP of Marketing and President of USA Operations for Coca-Cola, North America in a blog post, “The Increasingly local nature of our bottling system positions is to make an even bigger impact on the communities where live, work and play.”

He adds, “This is the perfect timing to reintroduce ourselves as a leading employer and supplier and communicate the breadth of who we are, what we stand for and what we make and sell.”

The campaign has been launched by the beverage giant amidst a time when the brand has been marred by controversies regarding the Health concerns and efforts by local governments to tax sugar-sweetened drinks. The carbonated drinks sell of the Coca-Cola has fallen by more than 0.7% in the last four weeks ending August 12, while Pepsi’s dropped by 7.2% according to Nielsen data cited by Wells Fargo.

Filed under: Advertising

ESPN and BuzzFeed to lay off talents amid ‘Changing Consumption habits’

Posted November 30, 2017 by Abhishek Pandey @ 3:40 am


ESPN has decided to let go almost 150 of their employees following a round of job cuts earlier in the year which had cost more than 100 jobs. This comes in the continuation of lay off by media firm Buzzfeed which decided to let more than 100 of its talents in a series of job cuts. Amid of speculations by Mckinsey that Automation might cut more than 800 million jobs by 2030, ESPN and BuzzFeed have started to feel the pressure, the reasons being Changing Consumption habits and a ‘diversifying revenue model’ adopted by them.

Earlier in the year during the spring, ESPN had counted more than 100 of its on-air talent positions from across the network. The follow up lay off might be from the Production, technology and other digital positions mainly. The memo released by John Skipper, ESPN President, reads:

A necessary component of managing change involves constantly evaluating how we best utilize all of our resources, and that sometimes involves difficult decisions. Our content strategy—primarily illustrated in recent months by melding distinct, personality-driven SportsCenter TV editions and digital-only efforts with our biggest sub-brand—still needs to go further, faster…and as always, must be efficient and nimble. Dynamic change demands an increased focus on versatility and value, and as a result, we have been engaged in the challenging process of determining the talent—anchors, analysts, reporters, writers and those who handle play-by-play—necessary to meet those demands.  We will implement changes in our talent lineup this week.  A limited number of other positions will also be affected and a handful of new jobs will be posted to fill various needs. Thank you as always for your continuing dedication to our work.’

As per Deadspin, the company will provide ‘severence, a 2017 bonus, the continuation of health benefits and outplacement services’ to employees affected today.

As per the Wall Street Journal report, BuzzFeed, the techno-media giant will also be cutting jobs close to 100 in the number who are mostly located in U.S. and U.K. offices. If we consider the memo released by the CEO and Founder Jonah Paretti – members of the business team which also includes the sales, creative, client services, marketing, and others will also be impacted from the job cut as that division has been completely restructured. This is necessary for accordance with the ‘diversifying revenue model’. As part of the restructuring, President Greg Coleman will also be assigned a new role for which no new specifications have been given. Here is the memo released by the CEO of BuzzFeed-

As our strategy evolves, we need to evolve our organization too – particularly our Business team, which was built to support direct-sold advertising but will need to bring in different, more diverse expertise to support these new lines of business. Unfortunately, this means we have to say goodbye to some talented colleagues whose work has helped us tremendously. In the US, we are restructuring select functions of the Business teams, including sales, creative, client services, Ad solution and Marketing to better support our diversifying revenue model. In the UK, we are realigning the organization to focus on content for global audiences and our core UK news beats- investigation, politics, media and social justice- and intend to make reductions across Buzz, Commercial, News, and Admin as a result. We will communicate today with everyone impacted by these changes. I would like to thank the departing employees for their many contributions to BuzzFeed. They will be missed and I know the will go on to do big things in the future’.

If we remember a year ago, the editorial staff of BuzzFeed’s UK team has requested the opportunity to unionize. Paretti, on the other hand, had disagreed with the request with Wall Street Journal citing the job cut to its missed expected revenue target for the year 2017 by 15 to 20 percent. The global initiatives led by BuzzFeed would be in turmoil unless the whole restructuring is complete.

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