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- Native ads fail to impress in survey
Native ads -- those that are disguised as content -- may not be the answer marketers are looking for, according to a survey by Harris Interactive conducted for MediaBrix. More than half of those polled said native ads "negatively impacted or had no impact on their perception of the brand being advertised," writes Lucia Moses. Sponsored video ads fared worst in the survey, with Facebook's Sponsored Stories and Twitter's Promoted Tweets also neutral to negative. A Facebook representative criticized the methodology and pointed to examples of higher engagement via Sponsored Stories. Adweek
(11/5)
- Physicians, patients don't always have same treatment goals
Physicians may not understand or may ignore what patients want for medical treatment, Dartmouth researchers reported in the journal BMJ. For example, a study showed dementia patients put less emphasis on staying alive with declining mental functions than did their physicians, and another study found patients may change their minds about treatments when they can weigh the benefits and risks. HealthDay News
(11/9)
Interactive Ads & Technology |
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- 23andMe looks to cross-breed genetics and social media
Genomics company 23andMe has opened its API to let consumers share their genetic information as easily as they'd share other social information. The idea could facilitate research into some health issues, find traction in niche social networks or become part of what some academics call "informational exhibitionism," with users posting quirky genomics-based data such as the percentage of Neanderthal DNA they carry. Wired.com/Wired Science blog
(11/9)
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- Successful Facebook campaigns are about more than just marketing
Brands need to get their marketing teams and their community-management teams working more closely in order to maximize returns from their investments in Facebook, writes Jared Belsky. Social ads are an essential part of winning attention on Facebook, but paid media won't keep fans' attention once they arrive on your brand page, Belsky explains. "Approaching Facebook solely as a vehicle for driving more fans, with no strategy for keeping them engaged, is not a roadmap for success," he writes. Advertising Age (tiered subscription model)/DigitalNext blog
(11/5)
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- FTC cracks down on brands' overhyped health claims
David Vladeck, director of the Federal Trade Commission's Bureau of Consumer Protection, has made good on his promise to hold companies accountable for making unproven claims of products' health or fitness benefits. The FTC has clarified the kind of scientific evidence with which companies must back up health claims as it has handled cases against Nestlé, Kellogg's, Reebok, POM Wonderful and others. Instead of simply asking manufacturers to stop making the claims, the FTC has sought large fines and full consumer refunds. Adweek
(11/13)
- Employee complaint lands GSK in hot water with U.K. agency
The U.K. Prescriptions Medicine Code of Practice Authority ruled that GlaxoSmithKline violated its code of conduct in promotions for Revolade, a drug to treat the bleeding disorder immune thrombocytopenic purpura. A Glaxo employee told the association that a Glaxo sales rep had promoted Revolade for myeloid fibrosis to a consultant with the National Health Service through meetings and e-mails, which, the panel ruled, contained confusing language written by the marketing department. Pharmalot.com/Pharma Blog
(11/12), PharmaTimes (U.K.)
(11/12)
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- Kamp: Industry faces renewed challenges post-election
Although last week's election results offer stability in terms of healthcare agency leadership and Congress, there are mounting challenges that healthcare marketers need to pay close attention to, according to Coalition for Healthcare Communication Executive Director John Kamp. Among those challenges are the resolution of the "fiscal cliff" -- which could lead to government layoffs in healthcare agencies and revive interest in changing the deductibility of marketing expenses -- and new legislative proposals to limit marketing use of data collected online. Notably, the size of the federal deficit will drive many decisions going forward, he predicted. "The search for ways to save government dollars, especially healthcare expenses, will pervade virtually all policy decisions in the weeks and months to come," Kamp said. Read more.
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| The Buzz(CORPORATE ANNOUNCEMENTS)
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| Facebook has forever changed the playing field. It is the first platform to demand that media and brand teams work in tandem, moving toward an emphasis on user engagement versus simply encouraging a click."
--Jared Belsky, executive vice president of 360i, writing on Advertising Age's DigitalNext blog
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