Adweek的February 27, 2017目录

HOW IT WORKS TCR combines traditional linear TV ratings, digital in TV ratings (content consumed through a computer or mobile device, which has the same national linear ads), VOD content ratings (VOD content through the TV, including subscription VOD services, with a different ad load than linear, or no ad load at all) and digital content ratings (content consumed across digital platforms with a different ad load than linear, or no ad load at all). An episode of this unnamed cable drama’s average audience grows over six weeks as live, DVR, VOD and digital viewing is factored in: WHO BENEFITS Programmers The TCR data will give network execs a better sense of how their programs perform on all platforms. That will enable schedulers—who will “know what the patterns are going…

MARCH 13 Cause Marketing Spotlight on companies making cause marketing good business. MARCH 20 Hot List: Digital Adweek kicks off its series of what’s “hot” with our list of the year’s most innovative digital products. Featuring SXSW PREVIEW MARCH 20 - 26 City Spotlight: Atlanta DIGITALLY EXCLUSIVE MULTIMEDIA PACKAGE In its first digital city spotlight, Adweek takes a look at Atlanta with a focus on brands who thrive there, how Atlanta’s become the world’s third largest TV/film production destination, and INTRODUCING, The 20 Rising Brand Stars of Atlanta. MARCH 27 CMTO Report Adweek’s Editors select the most tech conversant CMTOs 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 The Disruptors…

Specs Current gig President, national ad sales for Discovery Communications Previous gig Evp, national ad sales Age 59 After Joe Abruzzese announced his retirement in July, you worked on your transition through the end of the year. How was that process? It was pretty seamless. I worked with Joe for 14 years, and have been with the company for 27 years. It was a real luxury to be able to have that transition of four or five months. We made sure everything was staying in line for that current year, but it gave me the opportunity to start looking and building for the future. What was the biggest thing Joe taught you? The No. 1 thing I took away from Joe was how positive and healthy relationships—whether it’s a business…

‘There is an education curve with Snapchat and that’s intimidating to some brands.’Cathy Boyle, principal analyst, eMarketer Snap Inc. is set to begin trading on the New York Stock Exchange as early as March 2, and the red-hot social app hopes to pull off the largest IPO since ecommerce giant Alibaba in 2014. The mobile company is valued at up to $22 billion, with the bulk of revenue coming from Snapchat’s wacky, face-swapping lenses and full-screen vertical video ads that have flipped the marketing world on its head. But creative challenges around building bespoke content for the app, as well as increased competition from Instagram, could slow down Snap’s success in nailing down the kinds of megadeals from big agencies and marketers—like the rumored $200 million ad commitment from an…

Being a working parent means you have two demanding jobs. The 26 winners of the She Runs It 2017 Working Mothers of the Year Awards know what it means to be caught in the crossfire between the office and home. But they also know what it takes to get it all done. There’s sacrifice, commitment, accomplishment and rewards. Each year, She Runs It (formerly AWNY) honors women who have achieved outstanding business results while also serving as strong role models or mentors at work, at home and within their communities. This year’s winners are being celebrated on February 28 at a luncheon at Cipriani 42nd Street in New York City. We asked these highly accomplished women about the intersection of work and family, and how they make the most of…

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A year and a half after Nielsen first unveiled its Total Audience Measurement platform, the company is preparing for the public debut of a key Total Audience metric: Total Content Ratings (TCR), which measure unduplicated video consumption across linear and digital platforms and devices. The ratings will give networks and buyers a fuller picture of how their shows are being watched across all devices, and help determine how best to monetize that consumption. Beginning on March 1, TCR will have a “limited commercial release,” said Jessica Hogue, svp of product leadership for Nielsen. Individual publishers can choose to share their own data externally, with media, agencies or for other business purposes, but will not be able to release any data from competitors. Nielsen will then make that same information available…

The equation is out of whack. We all know that ads are the price of content, but for an increasing number of people, the content isn’t worth the exchange. Ad blocking is on the rise, video streaming piracy is soaring and very few people feel morally wrong. People need products that meet their needs and solve problems. They don’t need advertising; they need to be able to navigate complex and confusing choices to make the best decision. Which product to choose? More than any other source, people trust word of mouth. There’s a lot of noise out there and it’s hard to know what’s real. Even before the “fake news” cycle sharpened our critical eyes to a glassy point, we’ve all learned to be skeptical of the self-praise that brands…

Faced with the relentless onslaught of digital change, agencies have been forced to adapt quickly or risk irrelevance. For the most part, the industry has responded in some form or another. Our list of Agencies 3.0 aims to shed a light on those shops that have adapted most nimbly. In most cases, they’re small, independent shops whose size allows for fast adaptation, be it making use of earned media, bringing clients deeper into the creative process, or even embracing automation on their own scales. Here’s a sampling of shops that have earned the attention. 360i CLIENTS: Coca-Cola, Canon, Red Roof Inn OFFICES: New York, Atlanta, Chicago, Los Angeles, London, São Paulo A granddaddy among digital agencies—it started as a search specialty shop in 1998—360i has adapted to the changing needs…

THE SEEDS They might not add much in the way of flavor, but the sesame seeds (there are 400 of them on average) give the Big Mac its instantly recognizable look. THE CLUB BUN A true first was this center “club” bun, which kept the beef patties from slipping off each other and allowed the burger to achieve its signature height. THE SAUCE McDonald’s has never revealed exactly what’s in its fabled “special sauce,” but it did give away 10,000 bottles of the stuff in a limited-time promotion in January. Fast Facts 1967 Delligatti invents Big Mac. 45¢ Original price of the sandwich 1974 Big Mac jingle written 900m Big Macs sold globally each year Jim Delligatti was frustrated. It was 1967, and Delligatti had been running a McDonald’s franchise…