Vodafone, the Cell Phone Carrier, Repositions Itself to be a Communications & Technology Platform
Client/Agency: Vodafone/Media Team OMD
Campaign: HD TV Launch: Context Everywhere
Campaign objective: Vodafone, one of the largest mobile phone providers in Europe, sought to reposition itself as the leading “all-in-one” supplier of consumer home connectivity and HDTV entertainment.
Contextual Strategy: With a new suite of products to release, Vodafone is using all four of Vibrant’s contextual products – Vibrant In-Text, Vibrant Display, Vibrant Bar and Vibrant Image – to deliver a German Media First “Context Everywhere” strategy. To help with repositioning, the brand owns the word “HDTV” wherever it appears within tech, entertainment and men’s lifestyle content.
Creative Execution: Each contextual product is leveraged differently to achieve overall campaign objectives: Vibrant In-Text features a humorous video that demonstrates Vodafone’s commitment to innovation; Vibrant Display targets entertainment content to encourage people to switch to Vodafone; Vibrant Ad Bar features search functionality to drive consumers to its HDTV website to learn more; Vibrant Image appears on relevant entertainment images to further align Vodafone with high def and entertainment.
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
Publishers continue to evaluate cost-cutting in Q4, with economic and budgetary pressures mounting
The wave of cost-cutting measures in Q3 is still flowing into Q4, with publishers under pressure to keep expenses down at a time of continuing economic uncertainty and budget planning.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Member ExclusiveMedia Briefing: Publishers’ Q3 earnings reports show promise, but not without sacrifice
Publishers' third quarter earning reports are in.
A new entrant in the data-driven linear TV measurement space aims to fill a gap left by Microsoft’s Xandr
As Xandr shuts down its Clypd platform, datafuelX's M3 SaaS product aims to solve some of the multi-currency, multi-platform problems with investing in convergent TV today.