Adweek September 25, 2017의 목차

Facebook last week unveiled a nine-point plan to rid its ads platform of election tamperers. The first action point involved the company turning over 3,000 Russia-linked ads to the Senate and House Intelligence Committees as part of their investigations into the 2016 presidential election. But perhaps the most important point mandated that its political advertisers disclose which organizational page is paying for the campaign. Facebook CEO Mark Zuckerberg said that, in the coming months, “we will also make it so you can visit an advertiser’s page and see the ads they’re currently running to any audience on Facebook.”…

In March, CBS and Big Bang producer Warner Bros. Television reached a new two-year deal for The Big Bang Theory, extending it through Season 12 in 2018-19. After that, Lorre thinks his hit sitcom will end its run—probably. Then again, five seasons into the series, “we wouldn’t have anticipated being here for Year 11 and 12,” he said. “So while it seems very likely that we would wrap the show at the end of 12 seasons, it would be presumptuous to say, ‘That’s definitely what’s going to happen!’”…

From click-to-buy buttons on Pinterest to “swipe up” directives on Snapchat, the shoppable media ecosystem is growing at a rapid pace, making it easier than ever for advertisers to place products in front of consumers on the platforms they look to for inspiration. “It’s essentially upending the consumer purchase journey,” said Whitney Fishman Zember, managing partner, innovation and consumer technology at MEC (soon to be Wavemaker), which recently surveyed 2,500 U.S. adults to find out what people really think about this growing trend. One key take-away: Consumer mindset matters. “We found that consumers in the ‘active’ stage (consciously looking to make a purchase) are three times more likely to complete a purchase when being exposed to a shoppable ad than those in the ‘passive’ stage (everyday life),” Zember said. “So,…

2011 WATSON APPEARS ON JEOPARDY AND DEFEATS TWO OF THE ALL-TIME CHAMPIONS. 2012 THE FIRST COMMERCIAL PRODUCT ENABLED BY WATSON IS UNVEILED. 2013 IBM OPENS WATSON AS A CLOUD PLATFORM FOR DEVELOPERS. 2015 BOB DYLAN AND WATSON HAVE A CONVERSATION ABOUT MUSIC IN A TV SPOT CREATED BY OGILVY & MATHER. 2016 THE WEATHER COMPANY IS ACQUIRED BY IBM. 2017 WATSON ADVERTISING DEBUTS DURING ADVERTISING WEEK IN NEW YORK CITY.…

It seems like a lot of magazines in the shelter category have been trying to reinvigorate themselves by bringing in new editors to add more lifestyle, fashion, culture. Is that part of your directive? The thing about Elle Decor is that fashion isn’t just in its DNA, it’s in its title. It’s meant different things over the years, but the tagline has always been the same: Fashion at home. “Lifestyle” has become this dirty word, so to speak. It’s become a catchall phrase for everything. But what it means for me is that design and home are about all the elements of a stylish life. It’s about art, interiors, architecture, travel, food. All one has to do is look at everyone [taking pictures] on their cellphones in restaurants to realize…

H&M and Naomi Campbell are taking an ’80s song about unemployed male empowerment and turning it into a 2017 ad about global female empowerment—through fashion. In the spot, from adam&eveDDB, Campbell struts around Tokyo in a power suit, lip-syncing to Wham!‘s 1986 “Wham Rap! (Enjoy What You Do),” which features lyrics about rebelling against working for a living and instead dressing flash from head to toe. A montage of women join in as the chorus approaches: “Wham, bam, I am a man. Job or no job you can’t tell me I’m not.” It’s a clever juxtaposition of image and sound to create a clear, pseudo-political but mostly marketing-savvy sales message, appealing to pop feminism and a gender-bending aesthetic. –Gabriel Beltrone…

1 TRY NEW THINGS ... No one had even done a live video component on Reddit’s Ask Me Anything platform before, but Bravo was hungry for social engagement. “Andy is such a friendly personality that he just gets those really great inside moments from our guests and that combined with Reddit’s AMA—it was a win-win,” said Stone. The effort drove 17,000 new subscribers to the platform’s TV sub-Reddit, a major win for all partners involved. 2... BUT PLAY TO EXISTING STRENGTHS WWHL and its after-show are known for their fun, party-like atmosphere where guests have a cocktail or two while playing games and dishing on hot gossip. Typically, the show holds a wrap party at the end of the week for all the guests, so Bravo decided to stream it…

Audience Targeting Of the four main components that make up Watson Advertising, the flagship is the AI-powered audience-targeting technology that will be used on campaigns across IBM’s client base. Targeting will not only be available on The Weather Company’s owned-and-operated properties, but on TV, print, radio and other platforms. There’s also a new partnership with Cognitiv, whose technology will be used to help computers learn to think like a marketer. Bidding Optimization One of the new features of Watson Advertising will be enhanced-bidding optimization based on a brand’s KPIs. IBM says the feature will use deep learning and neural networks—a technology meant to mimic the human brain by creating connections between various data inputs—to help reduce time spent on manually optimizing digital campaigns in a way that lowers cost per…

‘When we move to Thursday, we hope to come back with an even greater core audience than we left with.’ Kelly Kahl, president, CBS Entertainment Chuck Lorre has created several huge TV hits over the past two decades, including Two and a Half Men, Dharma & Greg and now The Big Bang Theory, but he had always resisted spinning any of them off. “I don’t like that,” said Lorre. “I’m fundamentally opposed to taking something that’s working and cannibalizing it to make something else.” But with The Big Bang Theory—which in Season 10 remained TV’s most-watched series—getting closer to the end of its run (see sidebar), he’s making an exception for Young Sheldon, a Big Bang prequel focusing on Sheldon Cooper (with Iain Armitage stepping in for Jim Parsons), as…

Peter Drucker, often considered the father of modern business management, famously said, “Culture eats strategy for breakfast.” While I agree, I would add that in order for agencies to attain a strong culture, they need to embrace the value of generosity. Allow me to explain. Agencies can create new tools, show new ways to use data, produce motivating content and devise impactful media strategies, but if they fail to create a culture of collaboration, long ideas and impact, they will not win in today’s complex marketing ecosystem. Creative and media pros must accept that they need to work hand in glove every day on every idea in order to deliver consistently better performance for their clients. To get everyone to pull together, agencies must embrace the notion of “being generous.”…

Salesforce Since Salesforce debuted Einstein, its own AI platform, last September, the company has launched 18 AI-powered features across sales, service, marketing and commerce verticals that generate 475 million predictions per day. A recently announced partnership with IBM also enables weather insights that inform customer interactions. “It’s not an extra screw that somebody needs to buy or something somebody has to learn in a deep way or you need a data science degree or a Ph.D. to figure out,” says Chris Jacob, director of product marketing for Salesforce Marketing Cloud. Adobe After investing in AI for a decade, Adobe debuted Sensei last year, which now gives marketers services such as personalized recommendations, predictive email subjects, budget optimization and auto targeting. “We’re centralizing and bringing in a lot of the machine…

THE CRUST The brand recommends oven baking or deep frying to get the “crunchy outside,” which is so important that there’s even an Extra Crispy variety. THE POTATOES As its name suggests, Ore-Ida still gets the potatoes from Oregon and Idaho, and “U.S. grown potatoes” is a boast that’s right on the back of the bag. THE FLAVOR Tater Tots are basically just hash browns rolled into a ball, but onions and seasonings mixed into the batch give them their distinctive taste. Every city has its share of cherished local eateries, those mom-and-pop joints where the vibe is funky and the fare, outsiders are assured, is totally unique. So here’s a scandalous bit of news: In recent years, the menus of hipster dens from coast to coast have actually been…