Media AM - YouTube, Isobar wins Foot Locker, social measurement, The Guardian

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05th November 2013

Is YouTube redefining fame? Campaign looks at whether YouTube has changed the nature of fame and celebrity, in the first part of a series of films about using online video as a marketing opportunity.     Isobar wins Foot Locker European digital account Isobar has won a pan-European digital account for Foot Locker, the sports retailer, after a two-way pitch.     Social benefits: refocusing effectiveness on social measurement Our best effectiveness minds must refocus on the measurement of social, Stephen Maher argues.     Co-operative marketer David Magliano joins Guardian in membership role Co-operative Group brand director David Magliano is to join Guardian News & Media (GNM) in the newly-created position of managing director for membership strategies.     For ad effectiveness, truth is stronger than fiction Have you seen Gogglebox on Channel 4, the TV show where you can watch people watching TV? It's a kind of real-life Royle Family and further proof that pop culture will eat itself. It's also my guilty pleasure.     One in ten smartphone sales is now a Windows Phone, says Kantar Windows Phone now makes up one in ten smartphone sales across the five major European markets and has seen strong growth in Britain, according to research from Kantar Worldpanel ComTech.     A view from the bottom Captain's log: it's 8.13 on Monday morning in the Digital Cinema Media offices. I'm early. In truth, the District line had a blinder this morning - all of the stops, none of the flops. And yet, two years into this game, I'm savvy enough to make my eager entrance look like it was planned. A brisk fire-up of the ol' Outlook, and it's probably a good thing I'm in early - it looks set to be a busy one.     Search begins for next female industry leaders The IPA and Campaign have teamed up for a second year to identify ten more female industry leaders of the future.     Is mobile now the 'first screen'? In today's multiscreen world, has mobile become the most important medium for consumers, Louise Ridley asks.     Amazon lifts the lid a little on secretive ad operation Arif Durrani talks with Amazon's global vice-present of advertising sales, Lisa Utzschneider, about a growing part of the retail giant's business.     Are vested interests holding back progress? Research suggests media agencies and owners have been slow to adapt to the impact of technology, David Benady writes.     The stories behind the winners during this year's industry awards season One of the true highlights of my job is the bird's-eye view I get of the UK's media landscape. This has come into acute focus over the past few weeks, which have been dominated by awards judging.     The next generation of writing tools will free us from the tyranny of Word If you fancy reading an eloquent, angry rant, look for a blog about Microsoft Word by the science-fiction writer Charles Stross. It is spitting, splenetic and smart.     Video growth prompts Facebook ad upgrade The social network has unveiled a service that allows brands to show video creative on mobile app ads. By David Benady.   Latest blogs   The definitive lowdown on Facebook's Q3 performance Ron Schott, head of Spring Creek at IPG Mediabrands gets behind the numbers of Facebook's Q3 earnings this week.     The viewability of digital ads at a glance Executives at Infectious Media, the real time advertising specialists, have created an infographic they believe captures the issues surrounding digital advertising today.     Newspaper publishers keen for overdose of tablets The recent announcements by Tesco and Argos that they are entering the tablet market should delight parents up and down the country who nervously hand over their expensive iPads for their children to play with.     Why the CMA is opening up its membership to media agencies As the Content Marketing Association opens the doors to media agencies through its new Media Planning Alliance, Clare Hill, managing director, of industry body explains why.     Why trading desks put the future of media agencies at risk The time has come to ask what is becoming the 'elephant-in-the-room' question, says agency veteran Brian Jacobs, are media agencies and online trading desks compatible businesses?

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