Will IGTV Follow Facebook Watch’s Monetization Path for Publishers?

The introductions of long-form video platforms Facebook Watch in August 2017 and IGTV in June 2018 gave publishers food for thought on a lower-cost, easily accessible alternative to television, complete with Facebook’s robust targeting capabilities. While neither platform has come close to making a meaningful dent in TV’s video advertising dominance, Facebook Watch is a…

With Writer Lena Waithe, Studios Get a Marketer Too

When we spoke with Lena Waithe for Adweek’s L.A. issue in October, she was both excited and nervous about her new movie Queen & Slim because “it’s the first feature that I’ve written that really took people by surprise, and the industry really responded to it.” Now, audiences have, too: Queen & Slim made $15.8…

Introducing the Demystifying Gen Z Series: Where the Next Generation Consumes Content

This year Gen Z will surpass millennials as the largest generation. They are also on track to be the most diverse, best-educated and a higher-earning generation than their predecessors. And marketers are taking notice. So, in partnership with Wayv, an experiential marketing company that specializes in college campus pop-up activations, Adweek brought in 18 Gen…

The ‘Magic’ Behind Drawing and Erasing on Etch A Sketch

An admitted beginner in Etch A Sketch artwork until a few years ago, Arlene Biran created a respectable-looking Labrador retriever on the iconic drawing toy during a recent phone interview. “If you practice, you will get better,” she said. “And it makes you feel proud when you’ve finished.” Biran, vp, marketing and global business lead…

How the Grand Theft Auto Franchise Proved That All Press Is Good Press

When Friends Struggle With Depression, This App Helps Avoid Potentially Harmful Phrases

We all want to help friends who are struggling, so it’s a natural human impulse to send them a quick note of support. However, because many don’t understand the depth and seeming inescapability of depression, those well intentioned words can often have an unhealthy effect. To help address this common problem, agency BBDO Bangkok and…

How a Marketing Firm You’ve Never Heard of Knows Exactly Where You Shop and When

“Snap into a Slim Jim,” Macho Man Randy Savage bellowed from TV sets during the 1990s, as a pitch-perfect character for the meat stick brand. In an era when jerky was perceived by the American public as junk food, Slim Jim was a mainstay for adolescent boys and convenient stores. But artisanal jerky brand Krave,…

How Frontier Communications Added $4 Million in Revenue With Direct Mail

Direct mail is far from dead–at least, if you’re a telecom company that relies on people frequently moving to sign up for new services. As more groups like millennials in particular hop from apartment to apartment, direct mail could even be a growing investment for brands. But that doesn’t mean the branded mail that clutters…

Can Augmented Reality Breathe New Life Into Banner Ads?

The very first banner ad on the Internet–for AT&T on Wired in 1994–had a click-through rate (CTR) of 44 percent. Now that the novelty has worn off, that rate is more like 0.05 percent. Add augmented reality (AR), however, and it may be a different story. Taking a page from the leader of the free…

4 Million People Used the Crocs Snapchat Lens in Its First 10 Days

Quick show of hands: Who wants to wear a shoe on your head? If you raised an arm, whether with embarrassment or beaming pride, you’re not alone. According to agency R/GA, the Snapchat lens it developed for the polarizing footwear brand was used by more than 4 million people in its first week. And yes,…

The Handmaid’s Tale Author Margaret Atwood Talks Trump, Dystopias and Season 2

It’s safe to say James Comey and Michael Wolff are not among Donald Trump’s favorite authors. But the same can likely be said of the prolific Canadian writer Margaret Atwood, whose 1985 novel turned award-winning Hulu series The Handmaid’s Tale, spoke last week at Tina Brown’s Women in the World summit about the similarities between…

Brands, Take Notes From the Film Industry’s Marketing Lessons

If you Google “how to make your brand stand out,” you’ll find 189 million near-identical results all with seven “sure-fire ways” on how to make your brand the next big thing. However, to find out how to really stand out, brands should look to an industry that is known for doing just that: cinema. In…

Editing Tweaks That Can Boost Your Video’s Performance on Facebook

A common mistake we see brands make is that they take their TV commercials or YouTube videos and upload them directly to Facebook without any changes. But by doing that, they’re leaving potentially millions of views on the table. Facebook video culture is different, and a few tweaks go a long way. Here’s how we…

Amid Industry Upheaval, AMC Networks’ Stability Will Be an Upfront Asset

Between just-completed acquisitions, mergers in the making and departing CEOs, almost every media company is going into the upfront with major questions about what they will look like in a year. One of the few places without such uncertainty, AMC Networks, says its stability amidst a chaos-filled industry will be an asset in this year’s…

Why 4 Famous Magazines Are Collaborating With Amazon to Transport Readers to the 1950s

In June, select subscriber covers of Cosmopolitan, Good Housekeeping, Redbook and Woman’s Day will transport readers back to the 1950s. As part of a collaboration with Amazon, the four Hearst titles will have special, peel-off covers with the logos and fonts the titles used in the 50s, as well as with headlines and teasers in…

Netflix Will Soon Be Included in Xfinity Packages

Comcast and Netflix are expanding their partnership to offer the TV and movie streaming service as part of Xfinity packages. In 2016, Comcast launched Netflix on its X1 platform, where Netflix users accounts could switch over to the streaming service without changing inputs. “Netflix is a great partner, and we are excited to offer its…

Intimate and Insightful, These Shaving Interviews for Bevel Explore Subtle Challenges for Men of Color

Tristan Walker has one question for consumers: “Have you ever seen a black man shave?” As founder and CEO of Walker and Company Brands, which includes men’s shaving brand Bevel, Walker has long felt that men of color–and their specific challenges–are omitted from the mainstream discussions around personal grooming Bevel Mirrors, a new campaign for…

Hennessy’s Latest Opus Celebrates a Forgotten Cycling Legend in This Dark, Inspiring Film

Marshall “Major” Taylor was one of the most renowned track cyclists of his time–and arguably one of the most celebrated athletes in history. By 1901, he was considered the greatest athlete in the world and was the first African American world champion in any sport. But somehow, history forgot Taylor over the years … until…

This Ad-Free Social Media App Thinks It Can Capitalize on Facebook’s Privacy Woes

During Mark Zuckerberg’s hearing in front of the U.S. Senate on Tuesday, Sen. Orrin Hatch asked the beleaguered Facebook chief executive, “How do you sustain a business model in which users don’t pay for your service?” Zuckerberg: “Senator, we run ads.” As one billionaire social network CEO faces the ire of the nation, if not…

How Out-of-Home Media Companies Must Reinvent Themselves as Publishers to Survive

For the past five years, industry leaders have been heralding the golden age of out-of-home (OOH) advertising, predicting it will evolve into a medium that could do pretty much anything. The rhetoric around out-of-home today feels reminiscent of mobile, where for years the saying went, “This is going to be the year of mobile.” Now,…