New Media Age articles from May 2007

New Media Age archives from May 2007

BBC agrees to make its iPlayer available to Virgin Media users.(British Broadcasting Corp.)(Brief article)
May 3, 2007... Virgin Media has agreed a landmark deal with the BBC to make the latter's iPlayer catch-up service available to Virgin's 3.5m cable TV customers. The agreement is part of the Corporation's determination to drive widespread distribution of...

Pepsi revamps site in community bid.(Pepsi-Cola UK)(Graphico New Media Ltd.)(Brief article)
May 3, 2007... Pepsi has revamped its UK website as the first stage of a radical overhaul of its digital presence. The drinks brand has developed what is intended to be a central hub of content, featuring a video wall of TV spots, user-generated content...

Half of social networkers dismiss adverts.(NMA and YouGov survey)
May 3, 2007... Almost half of social network users dismiss advertising found on such sites, according to exclusive research by NMA and sister title Brand Strategy carried out by YouGov. Some 49% of respondents, from a survey of 1,650, rated the ads they...

ASA under fire for failing to take online ads seriously.(Advertising Standards Authority )(Brief article)
May 3, 2007... The Advertising Standards Authority (ASA) has this week stood accused of failing to take online seriously in its rollout of regulations for advertising junk food to children. Digital agencies and the health lobby criticised the ASA for...

ITV.com to offer highly targeted ad slots for on-demand service.(Brief article)
May 3, 2007... ITV.com's on-demand TV service will include ads that can be strategically targeted. Pre-roll and post-roll advertising will be targeted by viewers' age range and postcode. This will go up against Joost, the internet TV service that also...

UKTV partners with Tesco to launch online diet service.(UKTV Food Diets)(Brief article)
May 3, 2007... UKTV has partnered with Tesco to launch UKTV Food Diets, a subscription- based e-diet campaign site. Launching on Monday 7 May, UKTV Food Diets will be available to consumers online via uktvstyle.co.uk and uktvfood.co.uk. In addition,...

Virgin Trains uses digital ads to push 'Go greener' message.(with the help of Glue London)(Brief article)
May 3, 2007... Virgin Trains has launched a digital campaign in support of its 'Go greener, go cheaper' campaign. The #3.5m integrated marketing campaign began with a series of TV ads last month. The digital work from Glue London comprises an email and...

Nokia signs up bands for picture blogging.(Brief article)
May 3, 2007... Stanton Warriors and Lethal Bizzle are among the 40 music stars set to take part in Nokia's mobile picture blogging campaign this summer. The handset manufacturer is seeking to increase the profile of its Lifeblog service. Music marketing...

BREAKING: Nuts secures Footie Awards deal with WKD.(IPC Ignite)(Brief article)
May 3, 2007... IPC Ignite's ad department has secured a deal between Nuts and drinks brand WKD to sponsor the magazine's upcoming Football Awards across multiple platforms, including online. The deal will see the WKD Nuts Football Awards covered in the...

BREAKING: The Body Shop appoints ecommerce manager.(Rob Bowyer)(Body Shop International PLC)(Brief article)
May 3, 2007... The Body Shop has appointed former Smythson ecommerce director Rob Bowyer as its global internet and ecommerce manager. It's believed that Bowyer's appointment will see The Body Shop revamp its online proposition, including an overhaul of its...

IN BRIEF: T-Mobile partners with ArtistDirect in UK deal.(Brief article)
May 3, 2007... T-Mobile has partnered with ArtistDirect to launch a UK version of the US music directory. The site features news, reviews and music and video content. artistdirect.com/uk Copyright: Centaur Communications Ltd. and licensors

IN BRIEF: Collins English Dictionary to launch mobile version.(Brief article)
May 3, 2007... The Collins English Dictionary is making its information available on mobile from June. The service will feature search capability, allowing a user to enter a word and receive a definition instantly. Initially developed as a value-added...

IN BRIEF: RAF uses YouTube to attract new recruits.(United Kingdom's Royal Air Force)(Brief article)
May 3, 2007... The RAF has launched a new campaign using YouTube to provide a video diary about the life of an officer in the airforce, as part of a new recruitment drive. The campaign was developed by LIDA and the Central Office of Information's (COI)...

IN BRIEF: Somethin Else to create digital record label online.(Brief article)
May 3, 2007... Somethin Else is set to launch a digital record label online. The cross- platform production company and radio show producer sees an opportunity to license the music it uses as a part of its campaigns. somethinelse.com Copyright:...

IN BRIEF: Godolphin racing stable has website revamp.(by Graphico New Media Ltd.)(Brief article)
May 3, 2007... Racing stable Godolphin is to relaunch its website, following a site- wide revamp from Newbury-based creative digital agency Graphico. The new site includes information about the stables and horses, as well as a competition campaign site. ...

IN BRIEF: MSN runs competition to find a new presenter.
May 3, 2007... MSN.co.uk has appealed for users to submit videos of themselves reviewing films as it looks for a guest presenter for its online MSN Movies channel. The deadline for entries is 27 May, and a selection of the best hosts will be chosen by MSN and...

Vodafone signs up Domino's among first mobile advertisers.(Yell Group PLC)(Brief article)
May 3, 2007... Domino's Pizza and Yell.com will be among the first advertisers to feature on Vodafone's ad platform. Several sources within media agencies have revealed that negotiations with Yahoo!, which is handling the sales platform, have begun....

CNET Networks to make video central to online publishing.(Brief article)
May 3, 2007... Online technology and gaming publisher CNET Networks has opened a video studio, as it looks to make video an integral part of its sites. The dedicated studio, part of CNET's #3m move to London's South Bank, will provide high-definition...

ITN Source finalises US syndication deal.(with Mochila)(Brief article)
May 3, 2007... ITN Source will shortly see its video content archive distributed across US newspaper websites. The video library has finalised a deal with content distributor Mochila that will see its footage syndicated to US news publishers including...

Asthma charity runs first online ads.(created by Claydon Heeley Jones Mason)(Brief article)
May 3, 2007... Registered charity Asthma UK has launched its first online campaign. The standalone web campaign focuses on hayfever, showing how pollen can trigger adverse reactions, before directing users through to the Asthma UK website. Users...

Sky hunts for digital agencies to handle higher online spend.(Sky Television PLC)(Brief article)
May 3, 2007... Sky has invited pitches from more online creative agencies as it seeks to increase its promotion of services other than its core digital TV offering. While the media giant already retains AKQA and Glue as digital creative partners, it's...

Toyota launches rich-media-based 'aspirational' site.(with the help of Amaze Digital)(Toyota-europe.com)(Brief article)
May 3, 2007... Toyota has launched a revamped central European website. The site aims to be more of an 'aspirational experience', using rich- media, such as bespoke video clips, to showcase the company's cars, including the new Aurus range, and the...

Downing Street uses online to showcase restoration project.(Downing Street Partners Ltd.)(Brief article)
May 3, 2007... Downing Street has put its first restoration project online. The restoration of Number 10's Kent Suite marks the first in a series of historic renovation projects to go online from the office. Visitors to the site will be able to...

Morphy Richards to overhaul online side.(Brief article)
May 3, 2007... Morphy Richards, the consumer electronics brand, is recruiting an online manager ahead of a review of its online services. The company, which is part of the Glen Dimplex Group, currently has a transactional website but wants to increase...

IN BRIEF: Google rebrands personalised search.(as iGoogle)(Brief article)
May 3, 2007... Google has renamed its personalised web search proposition as iGoogle. The search giant launched its personalised search service two years ago, with a view to provide users with gadgets and more targeted web results. However, it looks set to...

IN BRIEF: Foviance signs deal with Keynote Systems.(Brief article)
May 3, 2007... Usability specialist Foviance has announced a partnership with US mobile and web performance testing specialist Keynote Systems. The companies will work together to provide more accurate performance analysis. The deal aims to determine greater...

IN BRIEF: Green technologies forum launches.(Brief article)
May 3, 2007... IT directors seeking to know more about the environmental impact of their business can now visit the industry-led Green Technology Initiative forum. The site gives access to information about best practices, whitepapers and seminars in an...

IN BRIEF: HP launches B2B viral for Pavilion notebook.(Hewlett-Packard Co. ad was created by Modem Media Inc.)(business to business)(Brief article)
May 3, 2007... HP has launched a B2B viral campaign in support of its TX1000 Pavilion notebook. The comedy viral, created by Modem Media, takes the style of a European perfume ad. Users are encouraged to interact with the viral by uploading photos of their...

IN BRIEF: Visitors to BSkyB sites were up 36% in March.(ComScore report)(British Sky Broadcasting Group PLC)(Brief article)
May 3, 2007... BSkyB was the fastest growing web property in the UK in March, according to results from industry analyst ComScore. Visitors to BSkyB sites were up by 36%, from 7.1m to 9.7m. Google sites were still the most popular property, with 30.1m...

Clarks seeks digital agency to aid shoe brand's move into etail.(Clarks Shoes)(Brief article)
May 3, 2007... Clarks is set to become an etailer for the first time. The high street giant is in discussions with digital agencies as it looks to overhaul its website. The company is in talks with its current and potential partners about launching an...

Walker-I appoints Mediaplex to provide ad serving for clients.(Brief article)
May 3, 2007... Digital media agency Walker-I has picked Mediaplex to provide ad serving across its client portfolio. Mediaplex, part of ValueClick Europe, will now exclusively handle the ad serving for Walker-I clients, including PC World, Dixons,...

Newmarket Racing site receives revamp.(done by Precedent Communications)(Brief article)
May 3, 2007... The website of Newmarket Racecourses has been redesigned and overhauled by Precedent Communications. The site has been entirely restructured following previous problems with the promotions and events area. Launched to coincide with...

Car-sharing site launches to cut carbon emissions.(Carbon Heroes set up by Craig Barrack )(Brief article)
May 3, 2007... An online community has been launched for people with environmental concerns about driving. Carbon Heroes has been set up by Mobile Networking founder Craig Barrack to provide a digital space where people can work together to cut their...

ITV works with Nestle brand on digital strategy for talent show.(Brief article)
May 3, 2007... ITV is working with Nestle brand Fruit Pastilles on an extensive digital strategy for its upcoming summer search show Britain's Got Talent. Running for nine days from mid-June, the Simon Cowell-fronted show will be taken online, with a...

Tourism Ireland to run UGC campaign.(user generated content)(Brief article)
May 3, 2007... Tourism Ireland has launched a marketing drive, in partnership with Guardian Unlimited, taking advantage of video podcasts and usergenerated content. Users can access the videos via an interactive map through the Guardian's travel site or...

Couponstar talks to UK brands about running online video ads.(Brief article)
May 3, 2007... US company Couponstar is in talks with UK brands to present video ads prior to users downloading money-off coupons, following its work with beauty brand Olay in the US. The campaigns will feature on both its CouponNet and partners'...

IN BRIEF: Adviva appoints new publishing director.(ComScore report on online social networks)(Brief article)
May 3, 2007... Social network site Tagged.com was the UK's fastest growing social network throughout March, according to ComScore. The site saw a 226% increase in traffic to record more than 3m visitors. Facebook also saw a jump of 38%, and FaceApart sites...

IN BRIEF: Fox runs branded video on Bore Me for movie.(Twentieth Century Fox Film Corp.)(Brief article)
May 3, 2007... 20th Century Fox has become the first company to brand a new video player format on viral site Bore Me. The company will run ads for its sci-fi film 28 Weeks Later, due for release 11 May across a dedicated campaign site. The site will also...

IN BRIEF: Ford to run pre-roll ads on Channel 4 mobile site.(Channel 4 Television Co.)(Brief article)
May 3, 2007... Channel 4 has signed a mobile ad deal with Ford to run pre-roll ads before its mobile video content. Clips of Desperate Housewives and Popworld are available to subscribers for free once they have watched a ten-second ad. ...

Sci Fi channel revamps site following streaming success.(Brief article)
May 3, 2007... The Sci Fi channel has relaunched its website following a redesign of the creative on the satellite TV channel. The site was overhauled by EBS New Media after it hosted the successful streaming of the premiere of US drama series Heroes....

ANALYST SPEAK: Online video allows for greater ad opportunities.
May 3, 2007... In a world driven by Cs - consumers, control, content, channels, convenience - and video as a common theme, marketers will have to continue to explore and understand the new opportunities that online video represents. While online video...

Print and online newspaper ads most effective at brand building.(Newspaper Marketing Agency research)(Brief article)
May 3, 2007... Ad campaigns across print and online newspapers are more effective at driving web traffic and building brand recognition than TV advertising and search, according to Newspaper Marketing Agency research. The finding follows recent...

Ad skipping not yet a worry for on-demand TV.(Jupiter Research survey)(Brief article)
May 3, 2007... Fears from advertisers that viewers are skipping ads when watching on- demand TV are largely unfounded, a new survey has found. As many as 20% of Europeans regularly watched on-demand TV in 2006, but less than 3% of these skipped the ads,...

Half of mobile users interested in accessing the web by phone.(ICM Research)(Brief article)
May 3, 2007... Almost half of mobile users are interested in using the mobile internet in the next few months, according to research conducted by ICM Research for Yell.com mobile. Over two-thirds of consumers (72%) would choose to use the mobile web...

IN BRIEF: Awareness of podcasting in US increases by 15%.(Arbitron research)(Brief article)
May 3, 2007... Awareness of podcasting in the US has increased from 22% in 2006 to 37% in 2007, according to research by media and marketing research company Arbitron. However, use of audio podcasts has been slower, with growth from 11% to just 13%. The...

IN BRIEF: Number of adults with broadband at a peak.(Ipsos Insight's annual survey)(Brief article)
May 3, 2007... The number of adults using the internet through broadband connections may be peaking, according to Ipsos Insight's annual 'The Face of the Web' study. Over threequarters (77%) of the global online population in 12 countries accessed the...

IN BRIEF: Most mortgages are researched online.(Foolproof's 2007 Online Shopping Survey)(Brief article)
May 3, 2007... Foolproof's 2007 Online Shopping Survey has found that while nearly half (49%) of consumers intended to apply for their next mortgage online, only one in ten (9%) have actually managed to so. The study also found that the internet was cited...

IN BRIEF: UK searches for Crocs shoes jump eight-fold.(Hitwise research)(Brief article)
May 3, 2007... Crocs, the North American footwear brand, was the most searched-for fashion item in the UK for the week ending 14 April, research by Hitwise found. The data also revealed that searches for 'crocs' jumped eight-fold in the last three months...

ANAYLSIS: Food brands use web to gain transparency.
May 3, 2007... With consumers wanting increasing amounts of information about the food they eat, brands are turning to their corporate websites to show that they have nothing to hide Last week food brand McCain launched a corporate website with product...

COMMENT: TV's future moves increasingly online.(Editorial)
May 3, 2007... You wait ages for a disruptive TV experience and then three turn up at once. The foundations of the old world of scheduled broadcast TV content shook a bit harder this week with the launch of ITV.com's streaming and on-demand service,...

TV programmers struggle to share audience with the web.
May 3, 2007... 2007 is proving to be a really interesting year. Loads of things that we've talked about as coming soon keep appearing. I spoke at an advertising conference at the beginning of the year about the potential for Sky+ to host new ad formats -...

LETTER: Agencies don't pitch for the fun of it.(Letter to the editor)
May 3, 2007... From Rob Gray, managing partner, Purity I'm glad to see pitching and the issue of pitch fees is back on the agenda (NMA 19.4.07). In an ideal world, agencies would all come to a gentleman's agreement and refuse to pitch unless fees are...

LETTER: Clients and agencies want the same thing.(Letter to the editor)
May 3, 2007... From Barry Wacksman, executive VP, R/GA The standard pitch model is broken. How many times have we seen clients conduct an elaborate agency review, hire a new agency partner, then put the work back in review in less than a year? If the...

LETTER: Invites to pitch should be more select.(Letter to the editor)
May 3, 2007... From Guy Bradbury, executive creative director, RMG Connect The challenge with the 'pitch crisis' is that this is an old argument that seems to go on forever. The rewards for digital agencies of winning a pitch are less lucrative...

LETTER: Time to give up if Google buys DoubleClick?(Letter to the editor)
May 3, 2007... From Mark Kuhillow, MD, R.O.Eye News of Google's offer of $3.1bn for DoubleClick has rung alarm bells for me. It's no secret that Google has designs on the affiliate space, believing that affiliates detract from the optimal user...

OPINION: Advertising on mobile can't work the same way as online.(Column)
May 3, 2007... Traditionally there's a taboo against charging consumers for accessing advertising. Yet in the mobile world, consumers are increasingly paying traffic costs resulting from the delivery of banners, interstitials, paid search results and...

Budweiser's virtual currency online campaign is top dollar.(Column)
May 3, 2007... Do I review this month's four campaigns in the same way I'd review work from my own team, or do I express a more candid opinion because I don't know the people behind them? Well, I've worked for ten creative directors and the blunt "It's...

PROFILE - FREDRIK DE WAHL: Future viewing.(CEO of Joost)(Interview)
May 3, 2007... The development of TV and the way viewers consume it is about to undergo a radical shift. Anthony Turner talks to Fredrik de Wahl, CEO of Joost, about what lies ahead Ever since the first interactive TV ad flickered onto the screens of...

INTERNET RADIO: Running out of time?(Copyright Royalty Tribunal rules)
May 3, 2007... The growth of internet radio is under threat from increases in the royalties stations must pay to the music licensing bodies. Adam Webb asks if the medium can survive According to ICM research for Sony, released this week, 30% of radio...

CHANGES TO RADIO'S ROYALTY PAYMENTS.(data from Phonographic Performance Ltd and Performing Rights Society)(Brief article)
May 3, 2007... Traditionally, all UK radio stations have paid two different licence fees to broadcast music: performance royalties, owed to artists and record labels, and publishing royalties, owed to songwriters and publishers. The former is collected by...

MOVES: Kingston Communications.(appointed Paul Renucci)(Brief article)
May 3, 2007... Telecommunications provider Kingston Communications has recruited Paul Renucci as MD of the group's communications integration business Affiniti. His past experience includes MD of Damovo and president of Nortel's EMEA enterprise division....

MOVES: Disney Channel.(promoted Casper Bjorner, Jonathan Boseley and Nick Fuggle )(Brief article)
May 3, 2007... Disney Channel has announced a raft of senior promotions to roles covering the UK, Scandinavia and emerging markets. Casper Bjorner has been made VP of marketing, as well as deputy MD for Scandinavia and emerging markets. In addition, Jonathan...

MOVES: IPC Southbank.(appointed Isobel McKenzie-Price )(IPC SouthBank Publishing Co.)(Brief article)
May 3, 2007... IPC Southbank has hired Isobel McKenzie-Price as editorial director of Ideal Home and its online homes portal. She is currently editor of Time Inc's All You in the US. Copyright: Centaur Communications Ltd. and licensors

MOVES: eDigitalResearch.(appointed Aimi Kirby, Lacey Tudur, Lucy Barton and Sarika Khurana)(Brief article)
May 3, 2007... Online market research provider eDigitalResearch has hired four new staff. Aimi Kirby and Lacey Tudur join as research analysts, having previously worked as analysts for West Sussex County Council and New Zealand's Ministry of Fisheries...

MOVES: ING Media.(appointed Debra Johnson )(Brief article)
May 3, 2007... Communications agency ING Media has appointed Debra Johnson as associate director. She was previously head of corporate communications for FremantleMedia. Copyright: Centaur Communications Ltd. and licensors

MOVES: Yankee Group.(appointed John Jackson)(Yankee Group Research Inc.)(Brief article)
May 3, 2007... Research and consulting firm Yankee Group has announced that John Jackson has rejoined the company as VP of enabling technologies. He was previously at M:Metrics. Copyright: Centaur Communications Ltd. and licensors

MOVES: dotMobi.(executive Neil Edwards joined as vice-chairman for the Mobile Marketing Association)(Brief article)
May 3, 2007... Domain name provider dotMobi has announced that its CEO Neil Edwards has been elected as vice-chairman for the new EMEA chapter of the Mobile Marketing Association. Its chairman is Richard Saggers, head of mobile advertising for Vodafone...

MOVES: BT.(Andy Green of British Telecommunications PLC)(Brief article)
May 3, 2007... BT is bringing together staff from design, operations, IT and networks into a single reporting structure under Andy Green. He moves from CEO of BT Global Services to CEO of group strategy and operations. Meanwhile, Francois Barrault, formerly...

MOVES: LV.(appointed Paul Wishman )(Brief article)
May 3, 2007... Insurance provider LV has hired Paul Wishman as head of ecommerce. He has over 12 years' experience in the insurance industry as both an intermediary and an underwriter. Copyright: Centaur Communications Ltd. and licensors

Site inspection: Sky News.(sky.com/news)(Brief article)
May 3, 2007... sky.com/news Owner: Sky News Agency: in-house Content 23/25 Usability 20/25 Branding 22/25 Monetisation 18/25 Total 83/100 It's a safe bet to say that bbc.co.uk is the main online...

Site inspection: New Noise.(for amateur music)(new-noise.net)(Brief article)
May 3, 2007... new-noise.net Owner: New Noise Agency: White October Content 22/25 Usability 18/25 Branding 20/25 Monetisation 15/25 Total 75/100 There are far too many amateur music review websites...

Site inspection: Wrangler.(eu.wrangler.com)(Brief article)
May 3, 2007... http://eu.wrangler.com Owner: Wrangler Agency: Emakin Content 8/25 Usability 17/25 Branding 22/25 Monetisation 2/25 Total 49/100 If I'm going to visit a jeans brand website, then I just...

FULFILMENT: iheadphones.co.uk.(Website overview)
May 3, 2007... Founded: September 2006 Selection A vast range of headphones, from ones suitable for a standard MP3 player to more hi-tech DJ and studio headphones. Technical problems: None. Navigation Types of headphone are displayed...

DIGITAL BRANDING: Electric dreams.(merketing trends)
May 3, 2007... Do the old rules of branding still apply in a digital age or do marketers have a whole new discipline to get to grips with? Morag Cuddeford Jones takes an overview of the global marketing industry in the internet era In his 1968 science...

DIGITAL BRANDING: UTILISING USER-GENERATED CONTENT.(Unilever Group's Dove marketing)(Brief article)
May 3, 2007... Unilever's skincare brand Dove has long been using the web to recruit 'real' women for its marketing campaigns. For the 2007 Academy Awards, the company invited visitors to its website to submit homemade 30- second ads for the brand....

DIGITAL BRANDING: Net responses.(YouGov research on online shopping)
May 3, 2007... Brand Strategy and NMA commissioned exclusive research from YouGov to look into how consumers feel about brands in the digital environment. Ruth Mortimer takes a look at the results Buying a book used to mean dusty shelves, stepladders...

DIGITAL BRANDING: NICKELODEON'S ME:TV.
May 3, 2007... Nickelodeon launched its Me:TV service as a way of integrating its live studio presentations with viewer-generated entertainment content. The initiative aimed to get the brand's interactive and live-action teams working together to enable...

DIGITAL BRANDING: Virtual becomes reality.(online social networks and virtual websites)
May 3, 2007... As young consumers increasingly spend their time interacting with others online, through social networks and virtual worlds, can advertisers still get their attention? Polly Devaney looks at the possibilities for brands Picture the scene:...

DIGITAL BRANDING: WORLDS IN MOTION.(Galaxylife planning to launch websites for massively multiplayer online game plateform)(Brief article)
May 3, 2007... Galaxylife is a UK-based virtual world planned to launch towards the end of 2007. The key differentiator of Galaxylife is that it's a multi- platform MMOG that people can access from their mobile, smartphone, PDA or computer. It claims it...

DIGITAL BRANDING: EVERYTHING IN LIFE HAS ITS RISKS.
May 3, 2007... While ad agencies love Second Life, the feeling isn't always reciprocated by the members of this community. Mark Boyd, creative director and head of content at BBH, cautions clients against rushing into virtual worlds with too little thought....

DIGITAL BRANDING: On the radar.(tips on internet advertising)
May 3, 2007... Search has become the leading form of online advertising, but how you manage your brand's appearance in results, and consumers' response to it, is a complex business. Jennifer Whitehead scopes out the issues Some might argue that search...

DIGITAL BRANDING: CLICKING ISN'T THE ONLY BENEFIT.(internet advertising)(Brief article)
May 3, 2007... Some people using search engines won't ever click on a sponsored link. Obviously that makes it vital to get your natural search optimisation right, but it doesn't mean that advertisers are wasting their paid-for search budgets. Research...

DIGITAL BRANDING: GOOGLE WORKS TO WOO AGENCIES.(Internet advertising)
May 3, 2007... The ad industry has tended to be suspicious of Google, unsure of how its ad-related products, AdWords and AdSense, impact on the way they do things. Clearly the influence has been massive: Google's ad revenue stood at $10.6bn globally last...

DIGITAL BRANDING: HOW TO PROTECT YOUR BRAND.
May 3, 2007... A famous case where a brand failed to protect its name in search arose in the US, when car maker Pontiac ran an ad campaign telling consumers to search for the brand on Google. A marketer at Mazda noticed Pontiac hadn't bought the paid-for...