A Change in Standard Ad Units?

by Halogen on September 30, 2010

At this week’s two-day executive level Mixx Conference, the IAB announced an exciting contest to evolve the traditional, standard ad units.  “We are launching a formal call to action today for creatives, technologists, publishers, marketers—the entire advertising and marketing ecosystem—to bring us their best ideas for ad formats,” said Randall Rothenberg President & CEO, IAB.  This is the very first time the IAB has ever presented this opportunity and most of the industry’s major players are jumping at the chance to create a rich media, interactive ad unit as they see a need to be filled.  AOL has already submitted their entry and it’s only going to get better as we watch these contenders duke it out.  See the official contest details here.

Major luxury brands know that they have to enhance their online presence due to the vast majority of their customer base living online but the standard, non-interactive ad units don’t cut it.  As Peter Finocchiaro from Luxury Daily reports, “When a brand wishes to create a more immersive advertising experience, it is often forced to work directly with publishers to create more expensive custom units.” We here at Halogen understand this need and bridge this gap by connecting the affluent consumer with the leading prestige brands via our focused network of publishers while at the same time customizing programs.  Check out some of our specific programs capabilities and channels here: http://www.halogennetwork.com/capabilities-programs.

September 30, 2010

Twitter’s New Advertising Strategy

by Halogen on September 28, 2010

Twitter announced a major new advertising strategy called “Promoted Accounts” today at the IAB MIXX Conference in NYC. Dick Costolo, COO,  unveiled this new development at the conference telling attendees that it will be live “very shortly”.  While this will be launching in the very near future, Twitter has also decided to phase out the “Early Bird Program”, http://tcrn.ch/bxoQec.

“Promoted Accounts” is the newest addition in the Twitter advertising platform and it will allow businesses to pay to be included in the “Who to Follow” section of Twitter.   This is an exciting addition to the Twitter advertising model (“Promoted Tweets” and “Promoted Trends” were rolled out earlier this year) because it will enable companies to target more influential followers based upon their specific tweeting behavior.  This gives companies the opportunity to increase their relevant audience significantly, something brands are eager to do.  I can tell you that here at Halogen we are excited to see this unfold and develop!  More to come when this goes live…

September 28, 2010

Two New Exclusive Publishers

by Halogen on September 27, 2010

Halogen is thrilled to announce two new and very different exclusive publishers to our network, www.JamieOliver.com and www.ZeroHedge.com.

He is known as “The Naked Chef”… and now Jamie Oliver, is exposing the harmful effects of unhealthy and processed foods on today’s youth. Halogen is excited to publish Jamie’s first U.S. site.  Now, Halogen gives you Jamie wherever you are and whenever you need him as he shares his passion for all things food and all things good for you.  For all you foodies out there, check in for everyday wellness with Jamie Oliver as your gourmet go-to.

Zerohedge.com is the premier site for cutting edge financial data and a daily “must read” for bankers, traders, brokers and regulators.  ZeroHedge draws the most influential audience on Wall Street by providing the most updated content to business influencers. Check out what they have to say about all aspects of the financial ecosystem at www.zerohedge.com.  Stay tuned for more announcements about our always expanding publisher network!

September 27, 2010

Jason Weisberger Joins Halogen as an Advisor

by Halogen on July 20, 2010

Halogen is proud to announce that Jason Weisberger has joined us as an Advisor. Jason has spent 15 years of his career in technology. Over this period of time, he has successfully founded and sold several start-ups.

Jason has assisted a large number of telecommunications, marketing and communications/information industry organizations in market and product analysis, operational efficiency, as well as M&A exercises. More recently he served as COO of Federated Media, the market-leader in effective, measurable, social-media advertising.

Halogen’s Advisors include Bill Youstra of Kohlberg Ventures, Scott Galloway of luxury think tank L2, Michela O’Connor Abrams of Dwell, Gordon Crovitz formerly of The Wall Street Journal, Michael Hudes of YuMe, and Ken Austin of Marquis Jet.

July 20, 2010

Halogen is Hiring!

by Halogen on July 11, 2010

We are hiring for the following positions:

Campaign Manager (SF and NYC): Responsible for the successful execution of custom digital campaigns across media network to drive campaign results and 100% client satisfaction. Experience in digital media client services role, working knowledge of DFP, and solid reporting/analytics skills required. Reports to VP, Sales.

Director, Advertising Programs (SF): Lead the development of breakthrough digital advertising/marketing solutions for our prestige brand clients. This role will help support the sales team in responding to strategic RFPs with ideas that take advantage of Halogen’s portfolio of creative ad solutions. Reports to CEO.

Sr Ad Ops Analyst (SF): Responsible for complete and accurate revenue delivery of online advertising campaigns. Day-to-day of building and managing campaigns to client expectations via DFP and defining operational procedures to scale Ad Ops. Req. exp of 1-2 years working with an ad server in online media. Reports to Dir., Ad Technologies and Operations.

Snr. Media Planner/Supervisor (SF): Prepare, develop and manage the execution of digital media plans for Halogen clients. Thorough understanding of digital media planning, buying, analysis and reporting for branding and direct response campaigns (CPM, CPA, CPC, etc.), rich media placements, earned media, site sponsorships, email, etc. Requires 2-4 years experience at leading digital agencies.

MarCom Mgr (SF, part-time): Responsible for creating awareness and connections in the digital media agency world via all outbound communications, including blog, website, outbound email, PR, events and conferences. Reports to CEO.

If interested, please send an email to jobs@halogennetwork.com with the desired position title in the subject line of the email.

July 11, 2010

Digital Luxury Digest | Start Spreadin’ the News, Leveraging a Legendary Brand, Dumping on Donald, Using Promoted Tweets

by Halogen on May 10, 2010

“JetBlue Asks Its Fliers to Keep Spreading the Word” (NY Times)

JetBlue online video clips present devotees of the airline, rather than executives, employees, actors or celebrity endorsers, telling stories that extol the virtues of their favorite JetBlue features and amenities.

“Mercedes-Benz: Not Just a Car Brand” (Brand Channel)

Mercedes-Benz is looking down the road, and it sees a future that extends beyond luxury cars. The company has just launched “Mercedes-Benz Style,” a design division that will be broad in its scope. While the move may seem unusual to some, Mercedes-Benz design head Gorden Wagener defends the move to expand the brand’s horizons, sleek aesthetic and expertise to a wider arena of products.

“Millennials love brands, not branding” (SFExaminer)

Millennials love brands but not branding, according to research conducted by L2, a marketing agency for prestige brands. Sixty-five percent of Gen Y women described themselves as brand conscious, as did 61 percent of Gen Y men. Only 1 percent of women and 3 percent of men said they were not brand conscious. In addition to brand consciousness, Millennials have a distinct opinion of what they like and don’t. They don’t like Donald Trump.

“Bravo, Virgin America Claim Success with Promoted Tweets” (MarketingVOX)

Virgin America says Twitter’s new ad program, Promoted Tweets, was successful in helping the company launch its expansion into Canada. Virgin announced the expansion solely via Promoted Tweets, and a promotional offer – 50% off for the first 500 travelers – sold out in three hours, reports Brandweek. The day the Promoted Tweets went live, the airline saw its fifth-highest sales day in its history, MediaBuyerPlanner reports.

May 10, 2010