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Advertising Age - News





 



Online Travel Agencies Go on $ummer $pending $pree

Wed, 28 Jun 2017 07:00:00 -0400

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Credit: Emma Verdet

As peak summer travel season gets underway, booking sites are fueling an ad boom that shows no sign of slowing. They are battling each other and traditional hotel brands like Marriott and Hilton for pieces of the more than $67.2 billion online U.S. hotel and lodging market -- and they are winning:

Agencies now control more than half of online hotel bookings.

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Amazon Spends While Other Retailers Retreat

Tue, 27 Jun 2017 02:00:00 -0400

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Amazon has been eating retail competitors' lunch for a while. Now it's after their breakfast, dinner and weekly groceries too with its planned $13.7 billion acquisition of Whole Foods. But the quest for dominance goes beyond food. The e-commerce giant, already the largest retail advertiser in the U.S., is cranking up its spending even more as it strives to harness all of consumerism and to lead in new categories such as grocery and fashion.

And that's saying something. Amazon's U.S. ad spending increase alone last year, $602 million, nearly equaled Sears Holdings' entire U.S. ad budget.

The reason: Though doing very well, so far Amazon has captured "a lot of people interested in purchasing digitally the low-hanging fruit," said Neil Saunders, managing director at GlobalData Retail. "But the next chunk of growth inevitably comes from the group that sits behind that. Those are the people that Amazon has got to persuade."

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There's a New Most-Advertised Brand (and Nine More Facts From the 200 Leading National Advertisers Report)

Mon, 26 Jun 2017 07:00:00 -0400

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Ad Age's Women to Watch 2017

Tue, 30 May 2017 07:00:00 -0400

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Food Flight: Why Talent Is Fleeing

Mon, 01 May 2017 06:00:00 -0400

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Barry Calpino signed up at Mondelez in 2015 to create an entirely new snack brand he named Va, a recognition by the company that there are only so many flavors of Oreo cookies and boxes of Ritz crackers people are going to buy.

"It's the kind of thing big companies can do," Calpino said, but only to a point. The pressure to perform in the low-margin food business can put unrealistic expectations on results. "It is tough and challenging when the market expects you and benchmarks you on the efficiency side, but that's only half the game."

Two years later, he's taking his game somewhere else, as VP-innovation at Conagra Brands, an established food marketer many point to as a rare example of a giant acting more like a startup.

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