Adweekの January 18, 2016 の目次

At long last, the NFL is returning to Los Angeles, or at least suburban Inglewood, Calif. After a meeting in Houston last week, the league’s owners voted 30-2 to approve the St. Louis Rams relocation application that will see the franchise return to the city it called home for nearly 50 years, from 1946 to 1994. The Rams will relocate in time for next season—likely taking to the field at the Los Angeles Memorial Coliseum—before moving into a new stadium in Inglewood in 2019. The stadium, which is estimated to cost $1.86 billion, would be the centerpiece of an entertainment, retail and housing development that some are calling the NFL’s Disney World. Meanwhile, there is still a chance that Los Angeles could end up with a second team. The San…

Pepsi launched an online video series called “Camp Halftime” starring Donald Faison in preparation for its sponsorship of the halftime show. Toyota will return to the Super Bowl for the fourth consecutive year with a 90-second spot created by Saatchi & Saatchi L.A. for the Prius. Wix released a 20-second teaser for its second Super Bowl campaign featuring characters from the upcoming film Kung Fu Panda 3. Pokémon announced it will run an ad during this year’s game in honor of its 20th anniversary.…

Given the negatives that face the syndicated TV marketplace—a lack of successful new entries, immense competition from digital video for ad dollars and technology that allows viewers to watch on their own time—somehow its major daytime players stand to do solid business in the 2016 ad bonanza. There are a few reasons for this, some of it resulting from being in the right place at the right time. Stability among stalwart shows like CBS Television Distribution’s Judge Judy, Dr. Phil and Rachael Ray and NBCUniversal’s Ellen has given some advertisers a safe port in the stormy seas of video ad spending. “When you have really strong veteran shows where buyers know what they’re getting, they become extremely valuable to advertisers,” explained one syndication ad sales executive. Ironically, daytime syndication is…

Don’t repurpose promos across devices—use dedicated creative to generate engagement, said Accordant Media CEO Arthur Muldoon. Time your mobile ads with your TV spots to generate the greatest campaign performance, said Joe Prusz, head of mobile for Rubicon Project. Create and test tactics to meet your cross-device strategy goals, said Matt Westover, vp of product marketing at Turn. Before a campaign, Westover said, marketers should define their desired cross-device audience with as many data sets—including first party, third party, CRM, site, etc.—as possible. Track ads’ performance specific to devices in terms of delivery, clicks and engagements in order to pick up insights for future efforts, said Accordant Media COO Matthew Greitzer.…

Sourcepoint, a New York-based content compensation platform for publishers, recently released new data on the effects of ad blockers on its clients’ sites. “As the threat of ad blocking is becoming more prevalent, publishers are working hard to identify sustainable ways of being compensated for the content they produce and that consumers love,” said Ben Barokas, founder and CEO of Sourcepoint. “This data reveals some important clues about what lies ahead as publishers wrestle with these challenges. The majority of publishers today favor a combination of messaging, content blocking and ad blocker circumvention, and we expect to see premium publishers devote significant energy to these efforts this year.” Is the growing use of ad block a significant threat to your business? (%)…

Hulu kicks off 2016 with Originals and exclusives: 11.22.63: Based on the best-selling novel by Stephen King, this one-hour drama—executive produced by J.J. Abrams and starring James Franco—goes back to the day former President Kennedy was shot and asks the eternal question “What if?” Premieres February 15, 2016. The Path: Emmy Award winner Jason Katims’ new drama series starring Aaron Paul and Michelle Monaghan examines a family struggling with relationships, marriage and power. Premieres March 30, 2016. Fear the Walking Dead: Hulu has exclusive SVOD streaming rights to AMC’s hit series set in Los Angeles. The Mindy Project: The comedy, starring Mindy Kaling, has an exclusive new home on the streaming service.…

Feb 1 Super Bowl Issue A preview and review of the brands taking the field during the big game. Feb 8 Media Agency of the Year A salute to 2015’s standout media agencies. Feb 15 Mobile Issue A deep dive into the latest on innovations and trends in mobile media and marketing. Feb 22 Oscar Preview Whose making the most of the annual star studded gala. SPECIAL SECTION AWNY WORKING MOTHERS Mar 7 SXSW Preview Stay connected to the latest and greatest activations vying for ultimate attention in Austin. Mar 14 Millennials Issue How we’re talking to this demographic... and who’s doing it well. ALL CONTENT IN PRINT, ONLINE & TABLET To advertise contact your Adweek Sales Representative: 212.493.4068 advertising@adweek.com…

Despite the success of Netflix’s original series, the streaming service has been tight-lipped when it comes to sharing viewership numbers. NBC, however, managed to dig up its own Netflix ratings estimates with the help of Symphony Advanced Media, which measured the 18-to-49 audience for new Netflix series within 35 days of their premieres. According to NBC ratings chief Alan Wurtzel, who shared the findings during TCA’s winter press tour, Marvel’s Jessica Jones averaged 4.8 million viewers in the demo, comparable to the 18-to-49 ratings for How to Get Away With Murder and Modern Family. Master of None drew 3.9 million and Narcos was third with 3.2 million.…

Necco is expanding the definition of “sweetheart” to celebrate the 150th anniversary of its heart-shaped candies stamped with messages of love and affection. A campaign from Hill Holliday seeks to give the brand a modern makeover by plugging into social themes, including marriage equality. That’s a novel approach for the confectionery category and a new recipe for this historically conservative marketer, which produces some 2.5 billion—yes, that’s billion—of the candies each year. “Our communities are becoming bigger and more connected,” said Necco CEO Michael McGee. “For a brand, that means traditional, one-sided communication is not enough. You have to find ways to help consumers participate with your brand and have your conversation become interactive.” Toward that end, Necco is inviting folks to visit a contest website and share their sweet…

FUNNY BUSINESS OMD’s Claudia Cahill breaks down the essential elements of a successful comedy integration. A BRAND WITH A SENSE OF HUMOR The brands that work best in comedy are brands that don’t take themselves so seriously. A SHOW THAT MAKES SENSE It’s got to be authentic to the talent or the show. There’s got to be a reason for that brand to be there and for it not to feel like a forced thing. LET THE PROS HANDLE THE COMEDY We tell our clients the shows know their audience better than we do. If they’re going to deliver that joke, it has to be written in the tone of the show. RECALL AND RESONANCE What makes a successful program is awareness and recall—the fact that people can quote something…

Specs Current gig Marketing technology director at PHD Previous gig Head of platform for agencies at Google Age 38 Twitter @ben_samuel77 This is a new role for PHD. Can you tell us a bit about what you’re responsible for and what you’re doing? My role is to help PHD clients navigate the marketing technology and ad technology space more effectively. At the end of the day it’s about PHD being as skilled consulting on clients’ technology requirements as we have been at planning and making media recommendations. That’s the evolution I’m trying to bring about. How I’m doing it—it’s going to be a case of working with all the PHD offices around the world and helping them upskill teams. That will vary market to market, but that’s part of what’s…

It comes as little surprise that the most Googled questions about the GOP presidential front-runner include “What did Donald Trump say yesterday?” and “What did Donald Trump say now?” Despite—or more likely because of—his many colorful and frequently incendiary comments on the campaign trail, Trump has become the breakout political brand of this election cycle. But the fact is that Trump is many brands. He’s put his name on hotels, apparel, golf courses, furniture and fragrances, while past products include steaks, mortgages, vodka, bottled water and a board game. And while some of his business partners have distanced themselves in the wake of Trump’s more candid remarks, there seems no question that he remains one of the most consumable figures of our time. How might a consumer live like Trump,…

THE LOGO Eastern’s famous “hockey stick” badge was a modernistic riff on the gold falcon that used to appear on the tails of its 727 fleet until its mid-1960s makeover. THE NAME Originally known as Eastern Air Transport, the carrier became Eastern Air Lines in 1934 while under the ownership of General Motors. THE STRIPES In its heyday and today, Eastern has been known for its Lippincott-designed cheat lines of Caribbean Blue atop Ionosphere Blue. Thursday, May 29, 2015 was an ordinary day at Miami International Airport, except for Flight 3145. After the Boeing 737-800 lifted off, flight attendants began serving soft drinks and plantain chips. The plane’s destination, 42 minutes away, was Havana, Cuba. Surprising? So was the carrier. It was Eastern Air Lines. If the name doesn’t sound…

The agency formerly known as BFG 9000 is growing up. Now simply Barton F. Graf, or Barton for short—after founder and CCO Gerry Graf’s father—the agency still delivers cheeky campaigns for clients like Axe, Esquire and Ragu. But two years ago, the shop found it was outgrowing its New York office. “The lines outside the bathrooms in the old office were getting uncomfortably long,” said CEO Barney Robinson. “We created a temporary fix, hooking up a Raspberry Pi to the bathroom doors, so you could check on your computer and phone whether any were free.. We called it Bathroom F. Graf. But we really needed to find somewhere with more stalls, fast.” When the agency found a larger spot across town, its Madison Avenue address was “purely coincidental,” assured Robinson.…

Tech companies continue to dominate the list of Americans’ most-loved brands, according to the YouGov BrandIndex end-of-year survey. Amazon, Netflix, YouTube, Google, Apple, Samsung and iPhone all made the top 10, while just a handful of non-tech companies—including Cancer Treatment Centers of America, Walgreens and Lowe’s—managed to sneak in. “My article failed.”SEAN PENN ON REGRETTING THAT HIS ROLLING STONE INTERVIEW WITH “EL CHAPO” DID NOT LEAD TO MORE DISCUSSION ABOUT THE WAR ON DRUGS, VIA 60 MINUTES.…

Considering how Snapchat now arguably holds the claim for digital marketing’s hottest real estate, it’s hard to believe that it was only 15 months ago when the platform’s first paid ad ran for the Universal Pictures horror flick Ouija. Since then, Snapchat has skyrocketed to the top of advertisers’ agendas, even as the Los Angeles company demands that brands pay as much as $750,000 for sponsorships. “I think Snapchat has just begun to scratch the surface of what they could do as a vehicle for brand content,” said Noah Mallin, head of social, MEC North America. “My sense is its growth will continue and even accelerate [throughout] 2016. What happens beyond that is tied to their ability to do what Facebook has done so well—keep innovating new ways for users…

COMMIT “Be prepared to stay with it or don’t start,” said Rob Shepardson, partner at ad shop SS+K, “as it’ll be quickly exposed and might cause a backlash.” BE AUTHENTIC “Brands should support efforts that reinforce their own values,” said Brand Keys’ Robert Passikoff. YOUR HOMEWORK Study up on social issues to avoid hidden traps and potential pitfalls. PAY LIP SERVICE “Many consumers, especially younger ones, have a huge B.S. detector,” said branding expert Michael Solomon. STOP AT THE MESSAGE “Give people a meaningful personal call to action,” Shepardson said. PREACH TO EVERYONE Always pitch to a clearly defined audience—one size won’t fit all.…

Specs Claim to fame Max Lenderman is CEO of School, a Project: WorldWide agency that helps brands act purposefully in culture. Base Boulder, Colo. Twitter @maxlenderman In the late 1960s, arguably the heyday of our industry, advertising icon David Ogilvy wrote a five-point memo to his office managers worldwide, noting “the characteristics which suggest to [him] that a person has the potential for rapid promotion.” They were: The person is ambitious. The person works harder than their peers—and enjoys it. The person has a brilliant brain—inventive and unorthodox. The person has an engaging personality. The person demonstrates respect for the creative function. These tenets are as true today as they were in 1968. But, it’s time to update Ogilvy’s list. So, I humbly suggest we add one more: The person…

If you’re reading this in print, chances are you’re behaving differently and will be retaining the information differently than if you’re scanning this on a screen. You’re probably more engaged and less distracted. Feeling the pages is triggering neural responses that may be improving your comprehension. There’s been a lot of scientific research tapping into the print vs. digital debate. The MPA recently released “What Can Neuroscience Tell Us About Why Print Magazine Advertising Works?,” a white paper summarizing the findings of nearly 150 peer-reviewed research papers, books and reports about how consumers’ brains process paper-based information. While the evidence is still accumulating, the research suggests that the print paper platform itself is responsible for the high performance of magazine media. So let’s see the brain in action: READING ON…

At a time when many ad tech companies are running into challenges securing financing, SteelHouse announced it had received a $49 million round of funding at the end of last year. The round was led by Mercato Partners, a Salt Lake City-based growth capital provider, and included participation from Staley Capital and Silicon Valley Bank. Noted SteelHouse president and CEO Mark Douglas: “This latest round of funding proves we are successfully disrupting and improving the way advertisers approach digital advertising.”…

With a decade of digital video experience, YuMe continued to innovate with a host of global initiatives and product launches over the past year. It launched its programmatic initiative in several stages. It partnered with Strata to allow media buyers to extend the reach of local campaigns to multi-screen (online, mobile, connected TV) platforms. At Cannes, it launched its full-stack programmatic video marketplace. Then in the fall, it added an Outstream solution so publishers can monetize non-video content, and it enhanced its YuMe for Publishers solution. The company also opened offices in China, the world’s second largest advertising market.…

New Potato Classic Match Foosball Bluetooth Smart $39 Ever wished you could transform your iPad into a fully functioning (well, almost fully functioning) foosball table? Turns out you’re in luck. The folks at New Potato Tech have created an iPad dock that adds physical foosball controls to your touchscreen tablet. Just download the free Classic Match Foosball app, sync the dock via Bluetooth and get ready for kickoff with up to four players. The device’s eight functional two-axis control bars and physical scoring markers will make you feel like you’re back in your childhood rec room, minus the shag carpet. Buy it: newpotatotech.com FASHION Specs-tacular See Concept Screen C Glasses $65 Even those with 20/20 vision know that staring at a screen all day can cause significant eye strain. That’s…

Specs Age 53 Claim to fame Star of ABC’s The Goldbergs (Wednesdays at 8:30 p.m.); executive producer and co-star of HBO’s Curb Your Enthusiasm Base Los Angeles Instagram @jeffgarlin What’s the first information you consume in the morning? Whether or not I’m in trouble with my wife. That’s the news that matters. Then I start with my texts and my emails after I know I’m not in trouble—or even if I am. It’s a good distraction. After that, I go to Flipboard. I’ve programmed it for all the things I’m interested in so I can see what’s going on. I also go to the Chicago Tribune every day and the NBC Sports app and Instagram. You officially quit Twitter about a year ago. Why? I have nothing against Twitter, but…