AdweekSeptember 18, 2017的目錄

Last Tuesday, Apple officially unveiled a host of new tech including the iPhone 8, Apple Watch Series 3, a 4k-enabled Apple TV and, of course, the highly anticipated iPhone X, which boasts facial recognition, an edge-to-edge OLED display and a $999 price tag. But what really stole the show was Apple’s new Animoji feature, which allows iPhone X owners to create animated emojis that mimic their facial movements in real time using the device’s TrueDepth camera. Apple’s answer to Snapchat and Instagram’s popular face filters, the Animoji launch underscores the growing importance of augmented reality in consumer technology.…

There are still a lot of brands that define their consumers based on age, gender, income and education, which is how audiences have been measured since Arthur Nielsen started measuring radio listenership in the ’40s and TV viewership in the ’50s. Back then diaries were sent to U.S. homes and respondents were asked to write in what they watched and listened to. Up until recently diaries were still a big part of measurement. Partly because advertisers needed standardization, and partly due to limited computer processing and technological innovation, most brands defined their consumers by broad definitions, like adults 25-54, household income $75k+ with a high school education. The problems with that kind of definition have been examined in marketing research journals ad nauseam. It’s time to put that approach to…

ALL-STAR JESSE WILLIAMS ACTOR, ACTIVIST, ENTREPRENEUR His fiery speech at the 2016 BET Awards taking on racial injustice and police brutality put the Grey’s Anatomy star (playing Dr. Jackson Avery since 2009) in the spotlight, but he has long been involved in civil rights activism. He starred in and produced a documentary about Black Lives Matter for BET, and is executive producer of Question Bridge, a transmedia art project about black male identity. He also is on the boards of The Advancement Project, a civil rights group, and Sankofa, dedicated to ending racial injustice. LEGEND KELI LEE MANAGING DIRECTOR, INTERNATIONAL CONTENT, PLATFORMS AND TALENT ABC STUDIOS INTERNATIONAL It’s hard not to notice diversity and inclusion in ABC’s successful prime-time lineup, and much of that is thanks to Lee, who spearheaded…

The last thing that Google and Facebook need to give skeptics is more ammo, yet last week, the duopoly was mired in reports about letting anti-Semitic and racist ad buyers target people who favored phrases like “black people ruin neighborhoods” (Google) and “how to burn Jews” (Facebook), among many other disgraceful examples. Both Silicon Valley-based tech giants blamed the situations on algorithms gone wrong and promised to fix their ad platforms to avoid serving up such options again. Neither Google nor Facebook has had much time to rest from controversy: Their latest run of bad PR came within a matter of hours of them separately trying to quell concerns over their lingering brand-safety issues at the Dmexco conference in Cologne, Germany.…

In late August, influencers including 15-year-old Loren Gray (6.5 million Instagram followers), 16-year-old Nia Sioux (4.5 million Instagram followers) and 13-year-old Jacob Martin (309,000 Instagram followers) began touting a new clothing collection they designed for Target. Part of Target’s children’s apparel line Art Class, which is designed for kids by kids, the new fall collection features clothes inspired by six influencers who not only had a hand in the line’s creation but played a big role in its marketing strategy. Each influencer used Instagram to tell his or her audience how much fun they had working with Target to create the unique, personal designs. The result? The posts racked up hundreds of thousands of likes and thousands of comments like this one by lorxlover on Loren Gray’s Aug. 23 post:…

Whether it’s competition from megasites like Amazon or the encroachment of trendy new brands, online apparel retailers face a host of obstacles in today’s ecommerce marketplace. “The apparel category has a uniquely high level of competition even for the largest brands,” said Gitit Greenberg, director of digital insights at SimilarWeb, a digital market intelligence company that studied trends among the top online apparel brands in the U.S. between May 1, 2016 and April 30, 2017. “That places a huge emphasis on creative and innovative marketing and digital operations—brand recognition is critical, but it certainly isn’t enough,“ she added. So who’s breaking through? Greenberg pointed to Adidas, citing the “impressive influencer strategy” it used to unveil its Yeezy partnership with Kanye West, which helped make the brand the fastest growing of…

THE FLAVOR Rob Nelson’s first flavors included root beer and maple—so “awful” tasting he abandoned them and just let Wrigley’s R&D department handle it. THE NAME Nelson recalled that the name Big League Chew came to him from out of the blue, so he went with it. “There it was,” he said. “It was lightning in a pouch.” THE CARTOON The original hard-nosed, down-and-dirty ball player has been cleaned up a bit in recent years, but the character remains a tradition dating back to 1980. Rob Nelson still remembers one particular afternoon 40 years ago as though it were yesterday. It was 1977, and Nelson was a wannabe sports star whose left-handed pitching had only been good enough to land him on a Portland, Ore., minor league team called the…

It turns out that Graydon Carter’s headline-making exit from Vanity Fair on Sept. 9 was just the beginning of a mass editor in chief exodus. Last week, Elle’s Robbie Myers , Time’s Nancy Gibbs and Glamour’s Cindi Leive all announced plans to step down from the top of their respective mastheads. Marie Claire artistic director Nina Garcia will be taking over for Myers while Time digital editor Edward Felsenthal will replace Gibbs; there’s no word yet as to Leive’s or Carter’s successors.…

TV viewing can happen anytime, anywhere, and perhaps no research firm is more cognizant of that fact than Nielsen. For nearly a century, the ratings and measurement giant has provided media buyers with the most up-to-date audience viewing data. But as smart and connected TVs replace traditional set-top boxes, Nielsen has had to adapt in order to accurately measure an audience’s myriad touch points with a show. And yet Nielsen’s mission remains unchanged. “Nielsen’s job has always been to measure an entire market,” said Kelly Abcarian, svp of Nielsen’s Watch Product Architecture. “All ethnicities, races, ages, genders—and that doesn’t change just because technology is changing.” “This is an $80 billion advertising industry,” Abcarian added, “and we intend to understand what it does and does not represent.” To that end, Nielsen…

Curriculum Vitae Host of DailyMailTV 2017 - present Good Morning America special contributor 2015 - 2017 Host/guest host for the Food Network, The Rachael Ray Show and The Chew 2014 - present ESPN college football analyst 2007 - present Fox NFL analyst 2005 - 2006 Star of ABC’s The Bachelor 2004 NFL quarterback 2001 - 2005 Job Profile At DailyMailTV, which launches Sept. 18 in more than 100 markets across the U.S., Palmer will lead the syndicated news program as its solo host. The show will feature stories from Daily Mail’s website covering breaking news, health, technology, showbiz and more. How He Got the Gig Palmer’s career took an unexpected turn after leaving the NFL, leading him into hosting, news and entertainment gigs. “This job is all-encompassing,” Palmer said of…