Índice para July 22, 2019 em Adweek

JULY 24-25 IN NEW YORK CITY TICKETS STILL AVAILABLE AT ADWEEK.COM Adweek: What has the upfront demand been like for your new “binge” and “pause” ad formats? How are they being deployed? Peter Naylor: For the pause ads, we have two beta advertisers from some of the world’s biggest advertisers: Coca-Cola and P&G. For Coca-Cola, it’s the master brand of Coke itself. When you hit pause, imagine copy that says, “For a pause that refreshes.” It’s contextually relevant. Then there’s Charmin, which is the brand from P&G, and when you hit pause, it says, “When you gotta go, you gotta go” with the Charmin bear. It’s contextually cute and interesting. When it comes to the binge ad, we haven’t launched our beta yet, but I can give you some examples…

A recent report from the Interactive Advertising Bureau and PwC found that the share of podcast ads placed with dynamic insertion nearly overtook the number baked into production. However, more organic host-read ads continue to be the far-dominant ad format, presenting possible obstacles for the growth of dynamic insertion, which relies on ads being interchangeable with surrounding content. Podcasting ad revenue as a whole continues to grow year over year, despite the industry’s challenges.…

FaceApp, the popular utility that edits a person’s photo to imagine what they might look at an older age, went viral last week before becoming the subject of yet another data privacy concern. Founded in Russia by Wireless Lab in January 2017, the app recently caught a second wind—and the attention of celebrities and average people alike. Officials and privacy advocates have raised questions about the app’s privacy policy after realizing its terms give it rights to users’ photos. Some say FaceApp might aid in training artificial intelligence-powered facial recognition software, while others worry about millions of U.S. citizens faces and personal information being used by Russian intelligence. U.S. Sen. Chuck Schumer, D-N.Y., has even asked the FBI to investigate the app to learn how it collects user data and…

BAND TOGETHER The American Association of Advertising Agencies unveiled the Advertiser Protection Bureau in 2018, an initiative to help protect against a myriad of woes, including fraudsters. In early 2019 it then joined forces with TAG and the IAB Tech Lab to issue the Brand Safety Playbook to members. CUT OUT SHADY PARTNERS The growth of programmatic spend has shone a light on opaque practices in the space and simultaneously induced a widespread cull of vendor relationships by media agencies. Earlier this year, GroupM and Havas told Adweek how concerns around fraud, among others, prompted them to reduce sell-side ad-tech companies they work with by four times. SEEK LEGAL HELP The financial impact of fraud may be in decline, but some want to claw back lost budget, with Uber filing…

Amazon certainly isn’t the first brand to experiment with 3D body scans, but it may be the first to really give consumers the willies. In May, Amazon made headlines for offering $25 gift cards in exchange for the scans, which raised concerns about not only its intent but potential breaches and/or exploitation. “If Amazon were just an apparel company, I think that there would be fewer concerns, but given that apparel is only one of its many businesses and it is known for using data mercilessly, privacy advocates I think are rightfully concerned,” said Sucharita Kodali, an analyst at research firm Forrester. “It’s really about consumers relinquishing more private information to Big Tech.” In an emailed statement, an Amazon spokesperson said it has not made any announcements about its subsidiary…

Tell us about what you are doing now. I lead the go-to market strategy and commercialization of all music, podcasts and content on Spotify in an effort to grow our media platform. We are helping advertisers unlock the power of Spotify’s streaming intelligence (our first-party data and insights) to understand people through their music and podcast streaming behavior, in order to connect with them in relevant moments. We are pushing the boundaries on the creative possibilities of audio and reimagining the role it plays in the marketing mix. How did you get to where you are today? What pivotal moments did you face along the way? I have always been attracted to what’s next in technology, media and entertainment. Launching new technologies that transform consumer behavior and drive business growth…

It’s not often that an ad campaign works so well that a brand has to yank it for the sake of maintaining civic order. But 36 years ago, it happened to a toy company called Coleco and a doll named the Cabbage Patch Kid. Originally branded as Little People, the dolls were created by a Georgia artist named Xavier Roberts using a German method called needle molding to give the fabric faces their signature pudgy pouts. When toymaker Coleco licensed the moppets in 1982—changing their name to Cabbage Patch Kids—it was not prepared for the demand. As the 1983 holiday season approached, “toy stores [have] become battlegrounds of elbow-throwing, eye-gouging parents gone loco,” Adweek reported. Concerned about shrinking supply (and, presumably, broken bones), the toy brand cancelled 60% of its…

Podcasting pioneer Panoply took media watchers by surprise last fall when the Slate-born network shut down the entirety of its content operations to train its full focus on ad tech. The move underscored a long-extant mismatch at the heart of the podcasting boom: While content production has flourished into a glut of wide-ranging titles with devoted audiences, the monetization needed to support that often-niche content has failed to keep pace. Advertisers are trying to figure out: are podcasts like radio or like digital? In a metrics-obsessed digital ads industry, podcasts have historically struggled to offer the kinds of targeting, measurement and packaged scale needed to sell advertisers on the types of smaller but more devoted audiences the medium tends to attract. But with recent tectonic shifts in the podcasting landscape,…

BE HOLISTIC I think particularly as women, although I’d like to say as people, we have to be holistic thinkers and consider not just our own individual needs, but how it affects our family and all the different factors that go into the calculus. I was in luxury beauty leading consumer engagement, digital and social marketing across a portfolio of brands. And then Taco Bell called, and there was something about the brand that caught my imagination. The more we got to know each other, we just both felt it was the right personal mutual bet to take on each other. And of course, the bigger decision was relocating our whole family from New York to California. But it has been a really incredible journey. PRACTICE LATERAL THINKING Coming from…

In laying the groundwork for S4 Capital, Martin Sorrell conferred with management consultancy McKinsey & Company, homing in on what helps companies’ longevity in the S&P 500 or FTSE 100. The answer? “They went where the revenue growth was,” Sorrell says. “You don’t have to be an Einstein to figure this one out.” With S4, he’s assembling an outfit he believes can deliver results despite rapid shifts in market dynamics, including globalization, plus the rise of big tech and subsequent evolution of the data economy. His strategy centers on a three-pillared mantra: faster, better, cheaper. “Faster means being more responsive and agile,” says Sorrell. “Speed is a competitive differentiator today. It is a reason why one business is better than another or one brand is better than another because they…

Among the many hardships endured by children undergoing cancer treatment is nausea—and the related difficulty of finding a food they can keep down. Fortunately, young patients at the Inova Fairfax Hospital for Children, the Georgetown University Hospital and 123 other medical centers across the country can avail themselves of a simple snack that, more often than not, seems to do the trick. The treats sit in huge freezers on the ward. They come in kid-approved flavors like grape and tropical punch. Best of all, they’re free. The snack is Fla-Vor-Ice, the 50-year-old freezer pop that you squeeze out of its plastic tube and is likely to be top of mind at this time of year, when hot and sticky weather drives Americans to buy frozen treats to the tune of…

Of all the choice locations for billboards in America, none beat the display that stretched the length of New York’s Grand Central Terminal and, for four decades, electrified 650,000 train travelers a day with the glories of Kodak color film. Following its 1950 debut, the “Colorama,” as it was known, put on an ever-changing show. Every three weeks, technicians installed a new panoramic scene—at 18 x 60 feet, the world’s largest slide—ranging from the mists of Machu Picchu to the classic car meet shown in this image from the summer of 1961. (That the photos invariably portrayed middle-class heterosexual Caucasians at play was, alas, standard for the times.) Kodak paid $500,000 a year for its choice spot, but after the terminal’s opulent 1913 interior received landmark status, its lease was…