Índice para March 20, 2017 em Adweek

The NCAA March Madness Tournament tipped off last week with Princeton and Notre Dame on the court, and Snapchat is capturing the streams of photos and videos fans take during the tourney. As part of Snapchat’s partnership with Turner (which has multimedia rights to March Madness), the app will publish more than 30 “Our Stories” during the three weeks of games. Each arena hosting the 64 participating schools will be wrapped with themed geofilters that fans can lay on top of their photos and videos. Snapchat will make its way to TV, too: Short, on-air Turner segments will encourage viewers to share photos and videos on Snapchat.…

GIFs are more than just popular, looping clips on social media. As brands work to inject themselves into messaging applications and bots, marketers are also starting to dissect viral, silly GIFs to better understand how people use them as a form of communication. While busily working to build buzzy content, marketers are cranking out dozens of GIFs in hopes of capturing a cultural moment that puts their brand in front of millions of digital eyeballs. “It’s giving us a whole new tool set that allows us to get into internet culture where people don’t want to watch commercials,” said Dean McBeth, head of integrated strategy at CP+B, which handles social and digital work for Domino’s. To dig into exactly how consumers find and share branded GIFs, Tenor, the creator of…

The digital revolution has exploded over the last 20 years, and it’s created an incredibly interesting irony: The impact technology has on how products are planned, produced and promoted seems to be growing smaller, not bigger. That may sound crazy, but stay with me here. For most of history, innovation has been limited by what is possible from a very practical perspective: Simply, what do we know how to do? That is, until now. Technology continues to change so quickly that the key differentiator for companies today starts with a more come at the intersection of what people want, what is technologically possible, and what is viable from a business perspective. Necessity isn’t always the mother of invention. That initial wave of the digital revolution prioritized technological capability over people’s…

How Girls Get Ready 22m views / March 2013 THIS THREE-MINUTE CLIP POKES FUN AT HOW LONG IT TAKES GIRLS TO GET DRESSED TO GO OUT (HINT: FOUR-PLUS HOURS). How to Stop Parents From Comparing Kids 20.1m views / April 2014 LILLY OFTEN PLAYS HER PARENTS IN HER VIDEOS. HERE, WITH THE HELP OF YOUTUBER COLLEEN BALLINGER, LILLY SHOWS HER PARENTS JUST HOW GREAT A DAUGHTER SHE REALLY IS. Types of Kids at School 16.4m views / Sept. 2012 THIS BACK-TO-SCHOOL VIDEO BREAKS DOWN DIFFERENT TYPES OF KIDS, LIKE “THE KNOW-IT-ALL” AND “HER MAJESTY.” #LEH: IISuperwomanII and Humble the Poet 14.9m views / July 2014 A MUSIC VIDEO WITH SINGH’S FRIEND AND RAPPER, HUMBLE THE POET Types of Parents 14.2m views / June 2014 SIMILAR TO THE BACK-TO-SCHOOL VIDEO, SINGH…

Saturday Night Live, which is enjoying its most-watched season in 24 years, is trying to keep that momentum going by airing the final four episodes of the season live in all time zones. Starting April 15 and continuing for the rest of the season, the show will air live simultaneously—at 11:30 p.m. Eastern, 10:30 p.m. Central, 9:30 p.m. Mountain and 8:30 p.m. Pacific—for what NBC says is the first time in its 42-season history. “That way, everyone is in on the joke at the same time,” NBC Entertainment chairman Robert Greenblatt explained in a statement.…

‘The advertising dollars follow the eyeballs, and he’s getting more and more eyeballs.’Jo Ann Ross, president of network sales for CBS, on Stephen Colbert Two months into his presidency, Donald Trump’s pledge to “make America great again” isn’t turning out quite as he had anticipated, but he’s certainly already made late-night comedy shows lucrative again. Since Trump’s inauguration in January, the late-night talk shows that skewer him the most mercilessly are seeing big ratings gains—including The Late Show with Stephen Colbert, Full Frontal with Samantha Bee and The Daily Show with Trevor Noah—and an accompanying increase in scatter market ad revenue. Leading the charge is Colbert, whose program has been the No. 1 show in late night for six consecutive weeks, a 23 percent year-over-year increase in total viewers. The…

FIND A NEW CATEGORY A search for “happy” on Tenor brings up hundreds of GIFs, so Liz Wells, a senior strategist at Swift—which creates GIFs for Starbucks—advises brands to think of content that isn’t so well populated to cut through the clutter. “You want to think about the kinds of search terms that make sense for the brand,” she said. THINK SMALL Similar to Twitter’s Vine, try to tell a whole story in one looping motion, said VaynerMedia’s svp of entertainment Kim Garcia. “GIFs are a form of video—you can storytell with GIFs, you can recap a show, you can tease a show out by capturing a small moment that will drive interest,” she said. EMBRACE USER-GENERATED CONTENT Thanks to platforms like Giphy, anyone can make a GIF, meaning that…

MARCH 27 CMTO Report Adweek’s Editors select the most tech conversant CMOs in the industry. It’ll be a look at how the industry is shaping this “new” C-suite position and where they fit in the exec landscape. APRIL 3 Political Power Players With the Political Power Players list, Adweek honors media stars — who are breaking news and leading the national political conversation. Beyond the buzz, we’ll report on key metrics such as ratings and traffic for these chart toppers. APRIL 10 Top Gen Z Influencers Adweek’s editors will highlight the digital and social trend-setters and their relationship with the newest (and hottest) consumer base. SPECIAL SECTION MOBILE MARKETING GUIDE APRIL 10 - 16 City Spotlight: Atlanta DIGITALLY EXCLUSIVE PACKAGE Adweek takes a look at Atlanta with a focus on…

‘He is truly a creative visionary, with a ferocious—and sometimes insatiable—appetite for innovation … He is redefining how we experience the world, and helping bring people closer together.’Jonathan Mildenhall, CMO, Airbnb In the span of eight years, Brian Chesky has taken an air mattress in San Francisco and blown it up into a multi-billion dollar business—only with much nicer beds. Chesky, the CEO of Airbnb, has rapidly disrupted the powerful and highly regulated hotel industry while empowering millions of people to open their apartments, homes and tree houses to guests they’ve never met. In less than a decade since its founding in 2008, Airbnb has become one of the most valuable private companies in the world, and with $1 billion more raised this month and a potential IPO in sight…

THE BODY Radio Flyer’s steel bodies are seamless—stamped into shape—so they don’t come apart and sport smooth edges kids can’t get hurt on. THE NAME Intended as a homage to the technology of the 1930s, Radio Flyer may sound quaint now, but it remains familiar to millions of Americans. The wheel story Opening a woodshop just before WWI, Antonio Pasin (1) made his first wagons out of wood. With the coming of the Great Depression, Pasin saved money by making wagons from stamped metal on a Detroit-style assembly line (3). Though he lacked a formal education, Pasin was a gifted marketer—and he proved it in 1933 when he borrowed $30,000 to build this 45-foot-high wagon (2) at the Chicago World’s Fair. The gamble paid off, and despite the lean times…

Fox Networks Group, Turner and Viacom have joined forces to create OpenAP, an advanced audience platform standard for cross-publisher audience targeting and independent measurement. In an open letter sent last week to their clients and the industry, executives from the three companies said OpenAP is “an open platform that supports industry-standard measurement sources and data, not just proprietary, walled-garden, self-governed reporting. It is consistent matching for an advertiser’s custom first-party audiences in the development of cross-publisher media plans.” OpenAP will go into beta this summer, and the consortium said they expect the platform to factor into their upfront talks this year.…

 Edna Mitchell is an 88-year-old volunteer ambulance driver from Liberty, Maine. She’s also the star of a lighthearted new branding campaign that Nestlé will roll out this week for Poland Spring—one of the company’s six regional bottled water brands—touting a new tagline, “Greatness springs from here,” from creative agency FCB in New York. The Northeastern bottled water brand’s new promotional effort is the latest in a series of water-focused campaigns from major marketers like PepsiCo, The Wonderful Company and Nestlé. ‘It’s not an easy time to be in the business of selling a soda. It’s no surprise then that the big players are broadening out their offering.’Ruth Bernstein, co-founder and chief strategy officer, Yard In fact, during the Super Bowl on Feb. 5 of this year, PepsiCo used the platform…

‘I have a very particular voice with my audience—they trust me and they see a lot of me.’ Lilly Singh gets millennials. Specifically, she gets 13.1 million YouTube subscribers to tune in for weekly comedic videos poking fun at everything from her relationship with a fictional pair of parents to dating and work. Better known as IISuperwomanII, 28-year-old Singh—Adweek’s 2017 Digital Creator of the Year—is one of YouTube’s biggest creators, earning a reported $7.5 million in 2016 from a growing franchise of viral videos, a world tour and soon-to-launch book. Her funny, relatable personality has collected a mind-boggling 2 billion views across two YouTube channels since she uploaded her first clip in 2010. “One of my goals is for someone to watch one of my videos and react in such…

#WeAccept IN FEBRUARY, AIRBNB RAN A LAST-MINUTE SUPER BOWL LI SPOT TO RESPOND TO PRESIDENT DONALD TRUMP’S IMMIGRATION BAN. Van Gogh BnB AIRBNB, LEO BURNETT AND THE ART INSTITUTE OF CHICAGO RECREATED AND RENTED OUT VAN GOGH’S BEDROOM. Live in 360 AIRBNB HAS TESTED USING TWITTER AND PERISCOPE TO LIVESTREAM 360-DEGREE VIDEO OF DESTINATIONS. Airbnb Trips AIRBNB CREATED A TRIPS APP FOR PLANNING TRAVEL TO RESTAURANTS AND EVENTS.…

What’s it like to run an entire agency dedicated to one client—McDonald’s—after holding more traditional account roles? For me it’s been very exciting, which doesn’t mean there aren’t moments when you want to bang your head on the wall a little bit. But it’s very heartening to see that what was just PowerPoints and some innovative ideas one year ago has really come to life in the people we’re hiring, the structure we’re building, the tech that we’re investing in and the process we’re implementing in the agency. There was a lot of debate about performance-based stipulations in the McDonald’s contract after WPP dropped out of the review. There was an [Omnicom CEO] John Wren quote from some of the earliest meetings: “We don’t take on clients that we don’t…