Adweek April 29, 2019의 목차

Fox, NBCUniversal and Viacom joined together to offer a marketplace for buying linear and long-form digital video. The platform, dubbed OpenAP 2.0, will be available in time for fall programming and allow media buyers to construct segments for long-form digital video and linear in the same place. The marketplace, built in collaboration with Accenture and FreeWheel, will be accessible at OpenAP.tv and offer clients cross-publisher analytics, including pre-campaign performance projects and post-campaign results. The competitors have worked together before on an ad marketplace. OpenAP, which launched in 2017 and was intended to make it easier for advertisers to reach audiences across TV publishers. “With competition rising in every industry, marketers need new ways to define their audience and engage viewers across all platforms,” said Linda Yaccarino, chairman, advertising and client…

Google is reportedly eager to placate growing calls for data privacy, telegraphing a move that would emulate Apple’s implementation of intelligent tracking prevention in its Safari browser. While Apple’s maneuver was seen as a win for privacy, its effect on advertisers has been muted due to its browser’s (Safari) limited use; worldwide, Safari only has a 15.56% market share, compared to Google’s Chrome, which sits at 62.63%, making any such privacy policies from Google industry-changing, with huge ripple effects on the ad industry. As federal data privacy laws expect to be drafted relatively soon, those controlling significant media budgets are listening to the noises emanating from Mountain View and starting to examine their reliance on its ad tech. Sources say there are “literally dozens” of RFPs for buy-side ad servers…

Each of the seven years IAB has managed the NewFronts has yielded a different organic theme. In the past few years, brand safety, over-the-top (OTT) video and TV-like experiences have all been central to the conversation. This year, it’s the dominance of digital video and the ripple effect it’s creating throughout our industry. The big change is really about more than just video. It’s ultimately about consumers in the driver’s seat. Prime time is whatever matters to us right now. What we are seeing with video, audio and other forms of digital on-demand content consumption is hyperindividualized, omnichannel viewing and listening that is driving the digitization and addressability of all media. For brands and buyers, the implications of these changes are real. It’s no longer about serving the right ad…

As the 2019 NewFronts kicks off in New York today, the issue of brand safety will once again be the apex talking point between programmers and brand and agency partners, who are considering whether to shift more of their advertising budgets into OTT and non-linear television. The annual Adweek NewFronts roundtable convened at Adweek’s HQ a few weeks ahead of the marketplace also revealed that following consumer patterns and listening to their wants and needs will be central, as will the debate over free and subscription viewing models. Weighing in on what’s ahead were Alana Calderone Polcsa, svp, Warner Brothers Entertainment, the Ellen Show and the Ellen Digital Network; John Halley, COO, ad sales, Viacom; Anna Bager, evp, industry initiatives, IAB; Sarah Personette, global vp, Twitter client solutions; Peter Naylor,…

THE COATING Crunchy breading adds flavor while allowing kids to eat the fish sticks with their hands—a key advantage. THE INSIDE Yes, it’s really fish. Specifically, it’s Alaskan pollock, caught at sea and then frozen onboard the trawler that caught it. THE CONDIMENT Purists and New Englanders prefer tartar sauce or lemon juice, but ketchup remains an essential dip for sticks. Aug. 25, 1961, was a big day in Gloucester, Mass. In a long clapboard building on Rogers Street, just above the Inner Harbor, some 250 attendees gathered to glad-hand and listen to speeches by various VIPs, including the esteemed professor and researcher Samuel Goldblith. Up from Washington was Sen. Benjamin Smith II (D-Mass.)—keeping JFK’s seat warm while he was in the White House—who hailed the “foresight and vision” of…

Those up on their tech history might know that video-enriched phone calling made its public debut at the 1964 World’s Fair in New York. That’s where Bell Labs unveiled its Picturephone, a futuristic service that transmitted a 30-frames-persecond, black-and-white image on a screen about five inches square. (At up to $27 for a three-minute call, the service flopped.) But Bell actually had a working videophone prototype working in its labs 37 years before the fair. On April 7, 1927, AT&T president Walter Sherman Gifford showed off Bell’s 18-fps video technology by placing a call to Washington, D.C. President Herbert Hoover picked up.…

What do you see as the major opportunities and challenges for women today? Being a woman has been one of the greatest advantages of my career. Qualities traditionally associated with women—like relationship building, collaboration and problem-solving—originally made me a stronger salesperson. And I’ve learned innovation is born at the intersection of those qualities. Those same skills, combined with maturity and the business acumen to navigate a boardroom, have now made me a stronger executive. But of course, that doesn’t mean there aren’t challenges. There is still this perception that instead of a woman being a hard-charging executive, she’s bossy or aggressive. Still, I maintain that opportunities for women have never been greater. There’s a climate of awareness surrounding what’s gone wrong with more investment in making it right. We’re finally…

Big Mistake “I try not to think in terms of mistakes,” Brownstein said. “To me, a mistake, in retrospect, always feels like it happened for a reason and therefore can’t be considered a mistake. I think that’s the healthiest way to look at things that feel like failures or errors. We feel at our most humble when we have faltered, and that forces the next thing.” Lesson Learned “Everything is collaborative,” Brownstein advised. “Everything we witness is the culmination of the work of many people. [It’s important] to be gracious and compassionate and acknowledging that collective toil of any project. If you lead with kindness and openness, then you’ll end up with a more fulfilling outcome.” How She Got the Gig “I think it all stemmed from wearing multiple hats…

Though it’s easy to assume the shortage of Catholic priests began with the church’s abuse scandals, seminary enrollment has actually been falling for 50 years. Indeed, from the mid-1960s to mid-1980s, it dropped 75 percent. So what’s a religion to do? Hire an ad agency, of course. In May 1987, Detroit’s Sacred Heart Seminary retained N.W. Ayer to try to convince men to don the Roman collar. Adweek—which is celebrating its 40th anniversary this year—took note of one of the ads. It was a head-scratcher. While Ayer did focus on the enduring reason why young men avoid the priesthood—celibacy—it did that from the perspective of … mother. “So what if he won’t give me grandchildren,” says the silver-haired matron in the ad. “A whole lot of people need to call…

Holding companies are struggling to adapt to changes in consumer behavior. A floundering MDC Partners is hoping Stagwell Group’s acquisition can change its fortunes. Ogilvy rebranded itself last June after around two years of restructuring and staffing changes. And even the nation’s oldest agency wasn’t impervious to WPP’s consolidation as the holding company merged JWT with Wunderman last November. Clients and agencies alike want an alternative—and that’s why they’re increasingly attracted to models like 9thWonder, Plan A and Worldwide Partners that promise both the scale of a large network and the specialized expertise of an indie. John Harris, CEO of independent agency network Worldwide Partners, said that “for years” holding companies servicing multinational accounts or those in need of multiple services “have been given the benefit of the doubt” as…

1 BE SMART ENOUGH TO ADMIT WHEN YOU NEED HELP Had Woelbing not been honest with himself about the amount of help his company needed, Carmex wouldn’t have hired the talent that led the turnaround. “I’m good at running a small company,” he said, “but the company has gotten to the point where it has sort of grown beyond my ability and about five to six years ago, I realized I’m in over my head.” 2 EVOLUTIONS ARE BETTER THAN REVOLUTIONS Carmex’s team realized that the classic balm’s flavor and aroma needed to be addressed. As Mancuso puts it, “We have a polarizing product formula and there are people that either love it or hate it.” But rather than scuttling the old formula, the team decided to hold onto it…