Adweek July 8, 2019의 목차

AMAZON/TWITCH The company’s Thursday Night Football stream is part of Amazon Advertising’s OTT video offering, and ads appear in-stream whenever there’s available inventory. HULU Hulu is in ongoing conversations with partners to bring exclusive, behind-the-scenes content to Hulu to create other monetization opportunities. Advertisers can use dynamic ad insertion on select channels and devices to target fans. FACEBOOK Sports leagues partnered with Facebook offer brand sponsorships to present livestreams on the platform, and partners can then target the groups and audiences to retarget them with their products on Facebook. Facebook says the company is looking into midrolls on livestreams. YOUTUBE Most live sports advertising is negotiated directly with sports leagues that bring their content to YouTube. Advertisers can purchase some ads against live sports content on YouTube TV, and brands…

Why did you choose to join Dentsu? While there is plenty of noise about the challenges facing agencies, I believe there is no better place to marry the math and the magic—no better team sport. I went looking for a network that had exceptional capability across each discipline (data, analytics and tech) at the heart; a track-record of smart M&A and an ability to invest in the future; and a culture that believed in the power of integration. Not just as a tagline, but deeply believed it was changing structures and accountability to make integration seamless for clients. How did you get to where you are today? Hard work, amazing teams, exceptional leaders and divine intervention. I never underestimate the ultimate power of faith. I grew up in Colorado [in]…

U.S. WOMEN’S SOCCER SUPERSTAR ALEX MORGAN IS IN IT TO WIN IT, ON AND OFF THE FIELD. AMERICAN HUSTLE IS THERE A POINT AT WHICH A PRETERNATURALLY GIFTED, HUSTLE ALEX MORGAN WAS FINELY TUNED SPORTS STAR SHOULD STEP OFF THE GAS, like when her team is annihilating an opponent and charging toward a record-toppling win? Alex Morgan, Olympic gold medalist and 2018’s U.S. Soccer Female Player of the Year, doesn’t think so. “Every goal matters,” she told Fox moments after Team USA logged a historic 13-0 rout over Thailand in its first game of the FIFA Women’s World Cup 2019 in early June. (At press time, the U.S. team had made it to the finals.) “We came here to showcase ourselves. This is what we’ve been preparing for.” For Morgan,…

It’s hard to imagine America without its 50,000 fast-food joints. But long before there was a McDonald’s, Taco Bell and Subway, there was the Horn & Hardart Automat. Founded in Philadelphia in 1902 by Joseph Horn and Frank Hardart, the automat applied Ford’s assembly line to the American restaurant. Customers lined up with trays along an enameled wall of glass-doored compartments. Behind each was an entrée or side dish like mac and cheese, baked ham and pumpkin pie. A nickel or two dropped in the coin slot unlocked the door and patrons assembled the lunches of their choice. The fare was fresh, hot and economical, and at its peak H&H served 800,000 people every day—including the young women in this 1948 photo, lined up at one of H&H’s New York…

Was anyone really surprised when the raging debate over gender parity tumbled onto the World Cup stage after Team USA’s rout of Thailand? Certainly not its co-captain Alex Morgan, who is among the 28 members of the U.S. women’s national team in an epic legal battle with the U.S. Soccer Federation over pay equity and working conditions that, as it turns out, will enter mediation after the women finish competing. Morgan’s exceptional leadership and athletic skills along with her growing brand prowess made it a no-brainer to have the superstar kick off our Most Powerful Women in Sports issue, in which she shares the spotlight with 29 equally remarkable media and marketing MVPs. The honorees range from Renie Anderson, the NFL’s first chief revenue officer, to Budweiser vp, marketing Monica…

Have you ever imagined a beer brand sponsoring the FIFA Women’s World Cup? Well, wake up: It’s 2019, and it’s happening in your ad break. Today, 30 million girls play soccer around the world. That’s a lot. That equals an entire country of women playing soccer. In communities across the globe, soccer is more than just a game: It is a form of identity. Female athletes are finally getting a lot more coverage, increasing women’s visibility in sports media. Culture is shifting and brands are taking advantage of a growing audience and interest in female sports. In this context, it’s great to see brands such as Adidas, Hulu, Visa and Budweiser understanding the value of sponsoring the 2019 FIFA Women’s World Cup. But when brands do support this year’s Women’s…

ENGAGEMENT The first thing you do is put your customer at the center and ask [yourself], what are the need states that they have? Customers are helping us get there and to be able to leverage data for them to have the same kind of human analog access to medical and health information is exactly where we’re going for tomorrow. The same way that you can text your primary care physician and ask a question—those are the things that will differentiate. Customers want to know that someone’s on the other end looking out for them. EMPOWERMENT The role of a CMO extends well beyond what we do from marketing externally to our customers and really understanding the experience they’ll have in our stores. But that also means understanding what is…

If you’re the sort who suffers for days from old commercial jingles that get stuck in your head, then by all means avoid searching YouTube for the Pabst Blue Ribbon weightlifter spot. Its doubtful premise—that a champion athlete can win first prize, but really just wants a brewski—climaxes in song: “I’ve got a taste for livin’/I’m bringin’ home the Ribbon.” But if you can withstand the jingle, the spot is worth a look. Its polyester shirts, shag haircuts and corner-tavern setting are a reminder that, not so long ago, Pabst was a working man’s beer. And why should that matter? Because anyone who’s watched urban 20-somethings with pompadours and nose rings lifting cans of Pabst (PBR as it’s now known) understands that this ain’t a blue-collar brand anymore. And it’s…

DON’T STRESS ABOUT STRAYING FROM BEING ‘ON BRAND’ Sandström said part of Klarna’s rebrand is developing different relationships with each target audience by deviating from the usual brand playbook of having one message for its entire customer base. “What we’re going to see going forward is very much a personalized Klarna experience that doesn’t even differ between generations but is just personalized toward you,” Sandström said. BRANDS AREN’T YOUR COMPETITION—TIME IS While Sandström understands that Klarna has direct competitors, he said he looks at Burger King and its Whopper campaign or Nike and Colin Kaepernick as actual threats to Klarna’s engagement with consumers. Sandström views those campaigns as competitors because they win a consumer’s time and attention. He tries to remind the team that every ad or piece of content…

Erin Andrews grew up watching her father report on the local NBC affiliate, a connection that grew even deeper as they watched sports games as she got older. Her so-called love affair with sports continued when she went to college at the University of Florida for telecommunication before landing a gig working with the local NHL team in Tampa Bay. “I’m doing exactly what I wanted to do,” Andrews said. “It all started with me knowing right away, because of my love for sports and my relationship with my dad.” She and her father still watch sports together, albeit somewhat nontraditionally: Now, he watches her sideline reporting and features on Fox NFL Sunday and on NFL Thursday Night Football as he texts her updates “posing as a producer.” “It’s awesome,…