Video Advertising - Publications - Faculty & Research

01 Sep 2010
News

You’ve Been YouTubed

media, analyzing the reach and impact of a clever customer complaint music video produced by Canadian musician Dave Carroll when his attempts to recoup the value of his guitar (broken in transit) are stonewalled for over a year by United... View Details

Keywords: Julia Hanna; social media; Advertising, Public Relations, and Related Services; Professional Services; Air Transportation; Transportation

Web

Meet the Team | Information Technology

to the Harvard Business School in 2000 where he has produced many video and multimedia cases. He began his career working in advertising in France for clients including Air France, Chanel, and Christian... View Details

01 Jan 2007
News

Sir Martin S. Sorrell, MBA 1968

into one of the world's largest advertising and marketing services organizations. With revenues of around $12 billion, it comprises some of the most famous firms in advertising, marketing, and public relations. He is now positioning WPP... View Details

06 Mar 2007
First Look

First Look: March 6, 2007

distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing home page, and with new offerings for advertisers and affiliates as well as View Details

Keywords: Martha Lagace

04 Sep 2019
News

A Wide Screen Approach

ratings and selling advertising against those ratings isn’t going to hold up. The whole field will need to find new ways to measure fan engagement with media—and it’s going to create new opportunities for advertisers.” —Angela Ruggiero... View Details

Web

Drone Policy | About

advertising purposes for HBS, Harvard University, or other organizations are not permitted over HBS property. HBS requires recreational UAS operators to request approval from HBS Operations prior to flight. A request can be submitted by... View Details

20 Jun 2011
Lessons from the Classroom

Fame, Faith, and Social Activism: Business Lessons from Bono

with Apple for an early release on iTunes of the single "Vertigo," and the video was featured in an Apple ad campaign. "We turned advertising into a rock video," Bono said at the time. That's not selling... View Details

Keywords: by Kim Girard; Entertainment & Recreation

10 Nov 2008
Research Event

Social Media Leads the Future of Technology

Internet-connected televisions, social media, and the power of simplicity were all cited as launch pads for future innovation in technology, according to a panel of experts that convened at Harvard Business School as part of the HBS Centennial Business Summit in... View Details

Keywords: by Martha Lagace

01 Apr 1998
News

Going For The Summit

CANDICE CARPENTER has led some high-profile enterprises - Time Life Video and Television and the electronic retailing enterprise Q2 Inc. among them. But nothing, she says, has prepared her for the rocky terrain of online business better... View Details

Keywords: Caroline Chauncey

01 Sep 2017
News

The Biggest Industry You’ve Never Heard Of

Bjerg is staring blankly at his computer screen. He adjusts his two monitors and fiddles with the speakers as he awaits the start of his next League of Legends battle. As he does many days, Bjerg will sit here playing the popular video... View Details

Keywords: April White; illustration by Brian Stauffer; esports; Twitch; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

01 Jun 2008
News

Understanding the Digital Frontier

Blendtec hit on the idea of showing the industrial-strength power of the product by filming the blender munching everything from rake handles to an iPhone. The videos racked up 60 million hits on YouTube, and the company’s CEO was soon... View Details

Keywords: Sean Silverthorne; Management

Web

Online Digital Marketing Strategy Course | HBS Online

Highlights Bianca Reed, Rain: The Growth Agency VP Client Service & Inclusion Marketing Kate Laliberte, OOFOS Head of Ecommerce Complexities of the Funnel and Paid Media Show Hide Details Concepts The Challenges of Reaching and Acquiring Customers Online Search View Details

11 Jan 2019
Blog Post

The ABCs of Recruiting at HBS

There are over 50 HBS Student Clubs on campus, many of which are focused on career development. Companies often connect with student clubs to advertise job opportunities or events. I – Industry Education. Industry Education presentations... View Details

04 Sep 2019
News

Giving Live Sports Another Dimension

technology. (The company also has deals with the Erie BayHawks, a National Basketball Hall of Fame and minor league NBA team.) Using your phone, you can home in on a geographic beacon like the pitcher’s mound and watch video highlights or... View Details

January 2022
Article

Artificial Intelligence, Data-Driven Learning, and the Decentralized Structure of Platform Ecosystems

By: David R. Clough and Andy Wu

Gregory, Henfridsson, Kaganer, and Kyriakou (2020) highlight the important role of data and AI as strategic resources that platforms may use to enhance user value. However, their article overlooks a significant conceptual distinction: the installed base of... View Details

Keywords: Artificial Intelligence; Data Strategy; Ecosystem; Value Capture; Digital Platforms; Analytics and Data Science; Strategy; Learning; Value Creation; AI and Machine Learning; Video Game Industry; Video Game Industry; Video Game Industry; Video Game Industry

02 Jan 2018
News

Reconsidering Retirement

store in New Jersey; the son accompanied him on buying trips to New York and watched him negotiate for the best merchandise and price. He had even launched his own successful business before arriving at HBS: a birthday cake delivery service that View Details

Keywords: April White; Securities, Commodities, and Other Financial Investments; Finance

Web

Online Personal Branding Course | HBS Online

video above: Learner completes an interactive question by dragging and dropping choices into two different categories Get social by collaborating and networking with a global community of peers before, during, and after the course.... View Details

20 Nov 2012
First Look

First Look: November 20

PublicationsThe Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Publication:Review of Marketing Science (forthcoming) Abstract We address a... View Details

Keywords: Sean Silverthorne

14 Oct 2013
Research & Ideas

Blockbuster! Why Star Power Works

Disney Company expects to lose up to $190 million on its summer fiasco The Lone Ranger, another star vehicle featuring Johnny Depp and Armie Hammer. Welcome to the risky strategy of "blockbusters," practiced increasingly by movie, TV, and recording companies;... View Details

Keywords: by Sean Silverthorne; Entertainment & Recreation

12 Nov 2008
Research & Ideas

The Marketing of a President

fundraising prowess was aided by his appreciation and use of all communications media, notably the Internet, to engage voters. Obama picked up where Howard Dean left off. He leveraged his website, the blogosphere, and even user-generated content (remember Obama Girl)... View Details

Keywords: by John Quelch

Publications