The intent media model has come to dominate the digital media world, and Future plc is one of its most well-known practitioners. Future’s chief revenue officer, Zack Sullivan, joined Adweek media editor Lucinda Southern at Publishing Week to discuss the rise of intent media, how the pandemic changed the consumer buying journey forever, and what…
DoorDash, Instacart, Lowe’s, Marriott and other fledgling ad services make the case for brands to try new channels.
The world of music had The Jackson 5, and the world of small and midsized business advertisers on Meta’s platforms now has the Performance 5. Meta introduced its Performance 5 framework for SMBs advertising on its platform, a set of five new data-proven tactics to improve performance, as well as a hub with detailed information…
The fast-growing chicken sliders and tenders chain features freak demises in campaign from Party Land.
Featuring a conspiracy theorist, a computer hacker and a roleplay gaming geek, digital marketplace Skyscanner aims to position itself as “the Ultimate Travel Hack” in its latest campaign that aims to help travelers save money when booking. The global campaign created by Skyscanner’s in-house creative team and Little Big Engine features several characters and the…
Some of the top quotes and commentary on Web3 from Advertising Week New York.
On Oct. 6, nearly three years since their last American show, South Korean pop outfit NCT 127 played for a sold-out crowd of 12,000 fans at Los Angeles’ Crypto.com Arena for the U.S. leg of their second world tour, Neo City – The Link. The performance was timed to the recent release of 2 Baddies,…
An “American Horror Story” shop, VMLY&R hires for its Coke account, Code and Theory’s inclusive design offering, and can you hear your plant screaming?
Ocean Spray serves up a quirky holiday spot and retail media was the talk of Advertising Week–plus, why it was a bad week for YouTube and the media.
Instagram teamed up with online safety experts on new features to help keep creators and public figures safe on its platform and encourage people to be thoughtful and respectful about how they engage with those creators and public figures. Expanding upon an April 2021 update that enabled people to pre-emptively block any new accounts created…
Smart publishers know the value of their brand and how to monetize that across multiple routes, from auctioning off archive content as NFTs to expanding franchises from hit YouTube series to condiments. The Atlantic’s Nick Thompson, chief executive officer, and Candace Montgomery, senior vice president, and general manager of the AtlanticLive, sat down for a…
For the first time since Snap Inc. went public in 2017, it posted quarterly year-over-year revenue growth in the single digits, as its third-quarter-2022 total of $1.13 billion was up just 6% versus the third quarter of 2021. The company said in its letter to investors Thursday, “Our business continued to face significant headwinds in…
Food and travel video network Tastemade launched its latest channel Thursday, Tastemade Home, available on Amazon Freevee, Sling TV and Tubi. Top line Taking shape as a 24/7 streaming channel, Tastemade Home’s content will be geared toward homeowners and renters. This includes four new original series, along with Weekend Refresh, hosted by actress Tia Mowry…
A couple of foragers in the forest–an old timer and a young hiker–stumble on an exotic 3-foot-tall mushroom hidden among the flora. Spotting it at precisely the same moment, the men converge on the toadstool, each intent on plucking it for himself. Is it magic? Maybe. It’s certainly a ginormous specimen of the matsutake variety….
Today was the fourth and final day of Advertising Week New York—and so this is the final edition of our Advertising Week Today pop-up newsletter.
Geoffrey the Giraffe, the Toys “R” Us mascot, posed for Ad Age’s Parker Herren today at AWNY HQ, where he was taking a victory lap. Not only is Geoffrey experiencing a revival thanks to the opening of Toys “R” Us shops in 400 Macy’s across the U.S., but he was just honored with a spot on Advertising Week’s Madison Avenue Walk of Fame—an eight-block stretch of the iconic thoroughfare located between 42nd and 50th streets.
(See Advertising Week’s PopIcon microsite for a list of all the annual honorees going back to 2004.)
Ad Age’s Erika Wheless reports on an AWNY panel exploring the gaming creator economy:
Metaverse is an unavoidable buzzword in the industry, but a better term for the space right now is multiverse, according to Tommy Huthansel, VP, director partnerships and Dentsu Gaming, Dentsu International.
And no, he doesn’t mean in the Dr. Strange sense.
“The metaverse is the experience layer over the internet,” Huthansel explained during an AWNY panel titled “Gaming’s Creator Economy: Marketers’ Gateway to the Metaverse.” “But right now it’s different multiverses. You have Roblox and Minecraft, Decentraland and Sandbox, Meta’s Horizons. These are all part of it. But what will truly define the metaverse is interoperability, where you can take an object from one game into others, similar to the movie ‘Wreck-It Ralph.’”
Another panelist, Minecraft content creator and YouTuber Jerome Aceti, agreed. “I imagine a virtual passport connecting everything, where maybe you take your favorite shirt or sword as a gaming NFT that follows you where you play,” he said.
Aceti also encouraged brands to think of certain Web2 games as a stepping stone to Web3: “I actually think the tech behind AR is a more realistic step—like what you see with Pokémon Go. There are plenty of people who don’t have money for a VR headset or the graphics card to support it, but many of us do have a phone, and so I think we’ll see more metaverse stuff emerge there.”
Ad Age’s Maia Vines reports on a conversation about one of this year’s buzziest Big Game ads:
In an AWNY panel titled “Campaigns Breaking Through Culture,” Steven Majoros, U.S. VP, Chevrolet Marketing, General Motors, offered some insight into why Chevy produced a Super Bowl 2022 commercial drawing upon HBO’s “The Sopranos.”
The ad, which put the spotlight on Chevy’s new Silverado EV, was about “taking a very disruptive product and doing a very disruptive thing to it—and we wanted a disruptive way to tell America about that,” Majoros said. (Is “disruptive” the new “authentic?”)
Fellow panelist Jamie-Lynn Sigler, who played Tony Soprano’s daughter Meadow in “The Sopranos” and was in the driver’s seat in the spot, said that the ad leveraged nostalgia for the show and provided fans with some closure by showing where the characters could be now. And she added that Tony Soprano’s signature vehicle—a 1999 Chevrolet Suburban—was itself a beloved “character” in the eyes of many “Sopranos” fans.
Ad Age’s Brian Bonilla reports on Converse meeting its customers where they are:
During an AWNY panel titled “New Frontiers of Creativity,” Converse Chief Marketing Officer Sejal Shah Miller explained why the Nike-owned brand’s current “Create Now. Create Next” campaign is “100% digital,” other than OOH ads.
“They’re not watching linear TV,” Miller said of Converse’s consumers. So the campaign deploys “Hulu streaming … SoundCloud, Spotify gaming platforms—this is where these individuals are spending their time, and that’s where they would expect to see Converse. Not on linear TV.”
Also, Miller added, “Frankly, social and digital is more measured for us because I can actually get a sense of how engaged they are with this content. Are they sharing it? Are they talking about it? Are they commenting? Are they saving it? And that’s really a true measurement of any piece of creative, because we can get eyeballs—but we need them to engage with the content.”
Ad Age’s Jack Neff reports on an issue for streaming advertisers few are talking about:
Free ad-supported TV has spawned one of the hottest acronyms (FAST) in media. But despite its advantages, FAST has a brand-safety problem that gets little attention compared to digital and social media advertising.
Brand safety is actually the biggest impediment to more brand investment in FAST, said Kelly Metz, managing director for advanced TV at Omnicom Media Group, in AWNY panel titled “A FAST Growing Opportunity for Marketers.”
“The beauty of traditional linear television was we knew where we were running,” she said. “Therefore, it was a very trusted, brand-safe environment.”
FAST may offer advertising against quality content, but it’s not necessarily brand-safe, she said. “This is a real challenge. We do need that same level of transparency and trust [as in linear] and we’re not getting it in the way ads are being sold and packaged. There are rules in play for a lot of our advertisers—[about how] they shouldn’t be in certain places. And if we can’t enable that same experience in the streaming world, it’s a miss for our industry, and you will see real problems.”
Ad Age’s Brian Bonilla on the week’s sweetest AWNY activation:
Canadian agency network Plus Company seems to have invested heavily in its presence at Advertising Week New York. Throughout the venue, there were Plus Company ads with a QR code that you could scan to score an NFT that was meant to be a networking tool.
Those looking for a more tangible giveaway could visit the Plus Company Candy Bar, which was stocked with everything from blue raspberry sour gummy rings to Reese’s Peanut Butter Cups, with each treat representing a different agency in the network.
• “Advertising Week Today, Day Three: Getting real about NFTs, cause marketing and Seymour Roas”
• “Advertising Week Today, Day Two: How McDonald’s is plotting the McRib comeback with McData”
• “Advertising Week Today, Day One: Mastercard, Meta, Pinterest, DoorDash, Frameplay—and Shingy”
On today’s episode of Most Powerful Women in Sports, senior TV reporter Mollie Cahillane is joined by Big East Commissioner Val Ackerman. Ackerman has been at the helm of the conference since 2013 and oversaw its relaunch. As one of the first female beneficiaries of an athletic scholarship thanks to Title IX, she played basketball…
The maker of Snapchat has been struggling with a sharp slowdown in its advertising business.
Meta vice president of corporate development Amin Zoufonoun–who spearheaded then-Facebook’s acquisitions of Instagram, WhatsApp and Oculus–is leaving the company after nearly 12 years. Zoufonoun–who joined Facebook in March 2011 after more than eight years as director of corporate development at Google–did not share his future plans. He said in a Facebook post, “Strategic technology deal…
Snap’s average revenue per user slid 11% and its shares plunged in after-hours trading.
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