FINANCE

Report: Search ad spend up 25% year-over-year

BY Marianne Wilson

San Francisco — Search ad spend increased 25% year-over-year and 2% quarter-over-quarter, according to Kenshoo, a leader in predictive media optimization technology.

Among the key findings in the research:

• Search click-through rate increased 26%, driving a 15% increase in clicks year-over-year;

• Social ad spend increased 51% year-over-year and 21% quarter-over-quarter; and

• Social impressions increased 13% year-over-year.

"The power of paid search and social has never been more evident than it was in Q2," said Aaron Goldman, chief marketing officer of Kenshoo. "Marketers running search and social advertising through Kenshoo increased their ad spend consistently across both channels and saw revenue rise at faster rates, leading to tangible profit and ROI."

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MARKETING/SOCIAL MEDIA

J.C. Penney back-to-school campaign includes digital ‘Express Yourselfie’ feature

BY Marianne Wilson

Dallas — J.C. Penney Company announced the launch of a new back-to-school marketing campaign that celebrates self-expression, showing how the perfect fit inspires kids to stand out and feel one-of-a-kind. The campaign kicks off today with two television spots, "Stand Out" and "My Fit," as well as a Hispanic marketing spot.

The campaign includes an interactive digital experience, "Express Yourselfie." Customers are invited to visit Penney’s back-to-school online hub, jcpenney.com/bts, where they can create a personalized emoji, a graphic smiley face, that resembles them. Users can customize their emoji with accessories and hairstyles and post their emoji side-by-side with their "selfie," a self-taken photo, to share with friends as well as on Penney`s "Express Yourselfie" online gallery.

Each user can also view shopping suggestions from Penney based on their personal style.

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REAL ESTATE

Corner Bakery Café to enter Oregon

BY Marianne Wilson

Dallas — Corner Bakery Café announced its entry into Oregon, with the addition of franchise partner NW Ventures. As the operator of more than 138 Burger King franchises in Oregon and Mexico, as well as two TGI Fridays in Mexico, NW Ventures joins Corner Bakery Cafe as its 32nd franchise partner, with plans to open 12 neighborhood cafes in the state of Oregon and Vancouver, Washington.

Exceeding expansion goals, Corner Bakery Cafe has also seen rapid growth in 2014, with 55 locations currently in development and franchise development commitments for more than 365 additional cafes.

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