AdWeek

The New Yorker is getting its first-ever multiplatform ad buyout thanks to HSBC. The seven-figure deal promoting the relaunch of HSBC’s Premier consumer program covers the full print, tablet and phone editions of the magazine’s June 30 issue as well as a good chunk of its website.

“HSBC wanted something that would be high visibility, would reach thought leaders and high net-worth individuals, and would really reframe the conversation about how people think about finance,” said Lisa Hughes, VP, publisher of The New Yorker. “We brainstormed with them and came up with this takeover that takes advantage of every media platform.”

Online, HSBC is sponsoring a custom unit that will drive visitors to a branded hub and reader poll built by the magazine’s native ad team, the New Yorker Creative Studio, which gauges readers’ investment personalities.

Results from the poll will be included in an interactive unit in The New Yorker’s tablet edition, which also includes five custom New Yorker cartoons created especially for HSBC. Both the tablet and mobile editions of the current issue will be free to download via HSBC’s sponsorship.

Magna Global issued a report predicting a major upswing of 8.3 percent for US television advertising revenue in 2014, after a dismal 2013 in which revenues were down 0.6 percent.

The World Cup, local political advertising, and the Olympics are among the factors contributing to the uptick, said Vincent Letang, Magna's EVP, director of global forecasting. Letang also predicted serious movement in the global mobile markets, among other trends, and one significant change: national TV advertising is now smaller than digital media.

"National TV benefited from the Olympics in the first quarter. Local TV will gain from political and health-related campaigns throughout the year. Hispanic TV will be boosted by the soccer World Cup," noted the report. Letang added that "there is really a two-year cycle to television."

"Elections make a huge difference for US television," he said. "Television is resilient to digital media and [is] still stealing market share from other traditional categories. People are moving money out of print and putting it in digital but still some in television."

Indeed, said Letang, digital media is projected to increase by 15.9 percent globally in 2014 -- but only because a comparatively weak increase in nonmobile viewing (where the majority of the money currently is) of 8 percent drags down an incredible 61 percent jump in global mobile ads.

Regarding the World Cup, Letang said the contest is "bigger than it's ever been because it's Brazil, so it's raising the interest of even casual viewers who wouldn't necessarily be soccer fans," Letang said. "It's not only about TV these days; it's about social and online video replays. It's about multiple viewings."

Today's millennial viewer spent more time on digital media than watching TV in 2013, according to a new infographic by programmatic video advertising platform Videology, with 34 percent admitting to tuning into more online video than broadcasted shows.

Videology CEO Scott Ferber said with the changing definition of TV, watching a program doesn't necessarily mean crashing on your couch across from a glowing box.

"Everyone knows that they've got to be in video, and this year the conversations have begun in earnest. If this year is the tipping point, next year, we’ll begin to see the consistent flow of dollars between screens," he said.

Ferber added that if advertisers want their online video campaigns to resonate, they should target a balanced media approach. That means using TV's vast influence for the majority of demographic groups while also tapping into online video for specific younger targets.

A study conducted by global mobile video advertising firm Vdopia found that mobile consumption of entertainment-themed media is sharply on the rise. The information was pulled from the Vdopia Mobile Insights (VMI) Series, which takes a look at brand and consumer behavior across the Silicon Valley-based company's global reach of 330 million people. Past studies in the VMI Series have zeroed in on automobile and multicultural topics. The number of people who said they looked at entertainment content on their smartphones during a given month went up 28 percent. Purchasing tickets using a mobile device increased 40 percent. Mobile audiences were also twice as likely to click on entertainment ads than those who viewed the spots on a non-smartphone platform. They were 45 percent more likely to remember the ads, compared to 24 percent of those using a regular computer or other non-mobile device.

Even with Kevin Reilly out at the News Corp broadcaster and ratings declines from an aging American Idol, Fox has managed to score a serious deal: GroupM, arguably the biggest media agency network, is buying C7 advertising rating system guarantees.

One of the networks is said to be dangling a 3 percent pricing discount in front of agencies that will agree to C7 guarantees. It hasn't even been that long since the networks started selling C3 -- the shift to C7 is something buyers have long resisted, given the length of time it takes to process the data and the need for immediate returns on ads such as movie trailers.

With C7 guarantees, you may see that your ad was delivered, but if your ad was delivered on unskippable video-on-demand on Tuesday and your movie opened on Friday, it's probably not a great feeling to shell out cash for that delivery.

So let the message go forth: the economics are acceptable at the moment. That may mean that Fox is selling the C7 impressions for a low enough rate to interest the network, of course -- but it also means that a major border has been crossed in the technical progress of the advertising negotiations. One reason the market has been slow to start, industry sources told Adweek, is the preponderance of proprietary tech among research teams at the networks selling the inventory.

CNBC, the financial news network, is done with daytime Nielsen ratings.

"They are no longer guaranteeing the business day, which is the most important daypart for a financial client," a source told Adweek. "They believe that their primary business day viewing is done in offices and therefore not monitored by Nielsen and underrepresented."

Asked whether the company was abandoning Nielsens for daytime, the network offered the following from Seth Winter, evp, news and sports ad sales group: "While we completely agree that CNBC's core audience remains virtually unmeasured by current traditional metrics, our agreements with our clients are confidential," Winter wrote. "As we continue to explore the best measurement opportunities, our conversations with clients include new metrics that accurately demonstrate the power of the CNBC audience."

A source said the network has told advertisers that only half its clients asked for guarantees, anyway. That probably worked out very well for that half, because if you're getting your deliveries regardless of ratings and your price is pegged to ratings guarantees, you may have gotten make-goods in 2013 even though you were reaching your audience.

It seems that CNBC has decided to put its money where its mouth is and withdraw guarantees for the daytime, which is a crucial daypart for most people anxious to reach the network's demographics. Instead, said a source close to the network, the company is offering guarantees based on its own internal measurement of ad deliveries.

Google, Apple, IBM and Microsoft are the companies that rank the highest in terms of brand value, according to a new study commissioned by WPP and conducted by Millward Brown.

McDonald’s is the only non-tech brand within the top five, highlighting the growth of the digital vertical in recent years and more trust among consumers. After three years of owning the top spot in the “The BrandZ Top 100 Most Valuable Global Brands” study, Apple has slipped to the No. 2 spot behind Google. The manufacturer's brand value fell 20 percent year-over-year to $148 billion, due in large part to the company’s well-publicized recent lack of innovation.

Google, on the other hand, has kept throwing money into a number of different initiatives including mapping, wearables, payments and social media to up its brand value 40 percent, representing $159 billion. "I think the world is looking at Apple as a brand that created an Earth-shattering revolution, and I think that has slowed down a bit,” said Oscar Yuan, vice president at Millward Brown Optimor. “The fact that [Google] doesn’t see themselves contained in one sector is really a testament to their boldness and willingness to try new things.”

The report looks at the top 100 brands across the food and beverage, technology, automotive, retail, beverage, financial services and luxury verticals.

Google, Facebook, Twitter and other Internet ad companies no doubt saw Congress coming when they reinvigorated industry efforts to combat malvertising and protect consumers.

A new report by the Senate Homeland Security Committee’s permanent subcommittee on investigations concluded that the online advertising industry contains “significant vulnerabilities” that cyber criminals exploit to initiate malware attacks against consumers.

The report was initiated by ranking member Sen John McCain (R-AZ). The report, “Online advertising and hidden hazards to consumer security and data privacy,” was released just ahead of the subcommittee’s hearing, where you could find representatives from Yahoo, Google, the Online Trust Alliance, the Federal Trade Commission, as well as Lou Mastria of the Digital Advertising Alliance.

In some instances, clicking the play button would initiate a pre-roll ad on YouTube or Yahoo that could deliver malware to consumers’ computers, the report found. Sites that consumers would expect to be safe, including The New York Times, Major League Baseball, and the San Francisco Chronicle were found to host ads with malware, many delivered by third-party ad networks.

Apple's rumored decision to purchase Beats Electronics for a vast $3.2 billion has puzzled many across the tech sphere. But, there may be a simple answer: Purchasing the Jimmy Iovine and Dr. Dre empire may give Apple a slice of the millennial pie.

"I got teens, and they don't listen to anything unless it's with those headphones. The association that Beats has with teens is it's cool. Apple is the brand of your mom,” Jonathan Adams, digital agency iCrossing’s head of media in North America, said. Adams points out that Apple obviously doesn't have a brand problem and is still profitable. But, it can't champion that spritely youthful image that wearing a pair of the bombastic headphones, which have become a fashion accessory, has.

And, it seems Apple wants its mojo back, as noted by its tepid dip in the Tumblr waters in March. Whether or not getting that millennial buzz is worth billions is another question.

While Beats will definitely help the brand expand into different demographics and markets, it also may provide insight into the booming wearable tech market and streaming music service.

"I think they are trying to appeal and reappeal to the younger demographic, but this is also about getting into other form factors in the future," she explained. Forrester principal analyst James McQuivey added that purchasing the Beats Music will jumpstart Apple's foray into streaming music world -- but argued it's a very expensive way to do it.

Online lag is pretty frustrating in its own right. But Swedish Internet provider Ume.net recently took the experience to new heights (or maybe depths?) by simulating lagtime in real life.

The brand asked participants to wear an Oculus Rift virtual reality headset, which was rigged to create a lag ranging from a fraction of a second to 3 seconds. People wearing the headsets would then try to cook, play a game or take an exercise class while suffering through the disorientation of lag. The ad is split into two camera perspectives -- first-person and third-person.

Be sure to watch both to enjoy the full effect of the results, which are pretty hilarious, with highlights like a guy dumping batter all over a stove instead of into the pan.