From Adweek
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Women’s Sports-Focused NewFront Changes the Media Buying Game
Audiences and sponsorship for women’s sports grow in spite of a scattered broadcast landscape, not because of it. Sports Innovation Lab's Women’s Sports Club NewFront gave marketers and ad agencies a clearer picture of women’s sports offerings during its event at New York’s NeueHouse Madison Square. Joining its audience credit and debit purchase data with Trailblazing Sports Group’s Marketplace of sports inventory—including game programming; behind-the-scenes storytelling “tentpoles”;...
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TikTok Pushes for Premium With New Programming and Measurement at NewFronts
TikTok wants to lock in premium budgets and compete for TV dollars with new programming and measurement offerings. The social giant, which is announcing the initiatives today at its NewFronts presentation in New York, is expanding its slate of programming within its TikTok Pulse product, which lets brands target the top 4% of trending videos and offers placements against videos from premium publishers. TikTok also announced partnerships with iSpot.tv and Nielsen One Ads so that...
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3 Big Takeaways From 20 Companies Shaping the Future of TV Advertising
According to the IAB, digital video will pass linear in ad spend in 2024. And with this new age of TV comes new strategies for reaching consumers. "Digital video is the future of video," David Cohen, IAB's president and CEO, said during the NewFronts Main Stage at Convene 225 Liberty on Wednesday. "Understanding next-generation solutions through NewFronts is as relevant and as important as ever before." Like last year, IAB brought back its Main Stage event for the 2024 NewFronts, allowing...
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Spotify Is Ready to Compete for Video Advertising
Audio platform Spotify made its first appearance at NewFronts week on Wednesday evening, part of a larger bid from the streaming platform to attract advertising to its growing inventory of digital video. While Spotify remains predominantly a music, podcast and audiobook service, it has seen a notable uptick in video inventory due to the rise of video podcasts and its increasing focus on music videos and clips, according to Ann Piper, head of North American sales. “We’re ready to play in...
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Inside Pinterest’s Mission to Take Over the Desert
When it comes to planning outfits for music festivals or themed events, many of us seek inspiration from Pinterest. This year, the platform had activations at Coachella for both weekends, bringing our mood boards and visions to life. During the music festival in April, Pinterest introduced a unique experience at Coachella called the Pinterest Manifest Station. This customized activation provided attendees with the opportunity to explore new ways to express themselves while incorporating...
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Will Retailers Sacrifice Customer Loyalty to Solve Our Returns Problem?
In 2023, $247 billion--17.6% of U.S. online sales revenue--was lost to returns, versus the 14.5% return loss for items bought in stores. Once seen as an enticing benefit to attract customers (and keep pace with Amazon), free shipping and returns quickly became the norm for ecommerce. There was a cost to keeping these free, of
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ABC News Cuts Ties with Meteorologist Rob Marciano
Marciano joined ABC News in 2014, appearing as the senior meteorologist for the weekend edition of Good Morning America for most of his tenure.
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Summer Party Fail? High Noon ‘Lifestyle Guards’ Race to the Rescue
The tanned and shredded “lifestyle guards” in High Noon’s new ads will reinflate your float, restock your cooler and retrieve your errant football. Hammock fail? The guys are on it. Grilling mishap? They appear instantly with extra provisions. The new campaign, from longtime agency of record Preacher, keeps the sun-soaked vibe of earlier marketing for the canned cocktail brand but adds a more dynamic element with its buff problem solvers. Previous ads, which have helped build the young...
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Martin Short Gets Stuck With Steve Martin’s Bill in Wells Fargo Campaign
Longtime friends and collaborators Martin Short and Steve Martin have earned multiple Emmy Awards and Golden Globe Awards nominations for playing perpetually bickering friends in Hulu series Only Murders in the Building. Now the duo brings the same dynamic to the first commercial work they’ve done together, in agency BBDO New York’s debut campaign for Wells Fargo consumer credit cards. The spots emphasize the benefits of Wells Fargo’s Active Cash Credit Card, as Short repeatedly winds up...
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7-Eleven, Kellanova, Milani Cosmetics CMOs Share Their Bold Takes
Today, 100 chief marketing officers, along with rising stars, academics and other C-suite executives, will convene at ADWEEK's annual Marketing Vanguard Summit in Chicago to discuss how to navigate an industry in flux. With the brightest marketing minds gathered in one room, speakers will engage as “provocateurs," setting the agenda for discussions with bold takes that challenge the audience, their peers and the industry about the marketing role and remit and where it's headed. Discussions...
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Ketel One Botanical’s Ad Stars Want a Peach Bellini and a Summer That Never Ends
The beautiful people cruising around Majorca on a 60-foot yacht know exactly what they want in a new Ketel One Botanical campaign—namely, pulpy novels, breezy relationships, unlimited bocce and skilled bartenders. The cinematic 30-second spot—with a stunning golden hour setting, groovy background music and a smidge of Wes Anderson-style eccentricity—uses the characters to try to set the infused vodka apart in a now-crowded category of low alcohol-by-volume tipples. The ad represents a...
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How 5 Companies Built Sonic Logos to Immortalize Their Brand
Five-time Grammy winner Mike Post has composed the music for the best-known TV shows of the last two generations, including The Rockford Files, Magnum, P.I. and L.A. Law. But a singular moment in his career came when producer Dick Wolf called him about Law & Order, for which Post had just written the title theme. “He was very happy with the score I did,” Post told ADWEEK, “so I thought my job was completed.” But Wolf had decided to demarcate the drama’s major scenes, telling Post: “I’m...