Posts Tagged ‘online’

Put Away the Selfie Stick and Live Like a Local, Urges Airbnb’s New Campaign

April 19, 2016  |  Media Week  |  No Comments

Travelers today, especially those using Airbnb to find lodging around the world, don't want to navigate throngs of other tourists for a glimpse of Times Square or Fisherman's Wharf. According to data from Airbnb, 86 percent of its users pick the platform because they want to live more like a local. That insight of living rather than visiting inspired the brand's latest and largest marketing campaign, "Live There." "Don't go to Paris. Don't tour Paris, and please don't do Paris," the ad's narrator advises over footage of selfie sticks and packed tour boats. Instead, the ad advises, "Live in Paris." The work, from agency TBWAChiatDay is aimed at younger travelers, or at least those young in spirit. It's focused not just on the millennial generation, but also on those who want to eat at local restaurants, meet local artists and avoid tourist traps. According to Airbnb, 52 percent of these younger-minded U.S. travelers find crowds at major tourist attractions to be more stressful than doing a tax return, while 47 percent don't like to be labeled as tourists when they go to a new place. With that in mind, Airbnb CMO Jonathan Mildenhall said he wanted the brand's latest work to push back against the modern tourism industry and capture the idea that people shouldn't simply go to a new place, they should live there, even if only for one night

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PopSugar Will Now Create Health and Fitness Content for TV

March 3, 2016  |  Media Week  |  No Comments

You may not have heard of the TV network Z Living. It's an Indian-owned health and fitness channel that, while available in 169 countries around the world, has yet to make a meaningful dent stateside. You've probably heard of PopSugar, one of the strongest brands among millennial women, with some 44 million monthly uniques according to comScore. Z Living is in need of programming. And that's where PopSugar comes in. The two have inked a wide-ranging production deal. "I think the brands are really well aligned," said Rafe Oller, Z Living's general manager, who approached PopSugar Studios president David Grant when looking for ways to work together. "We've got a certain audience and a high level of engagement," Grant said. PopSugar will create TV versions of their online series, including Class FitSugar. They'lll also develop a prime time series exclusively for Z Living. All of the shows will be branded 'PopSugar on Z Living.' Fitness has become a major growth area for PopSugar which, in January, saw month over month growth of 36 percent, making it the top vertical for the multichannel network.

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How CBS Has Spent the Past Year Trying to Get You to Watch Super Bowl 50

February 3, 2016  |  Media Week  |  No Comments

When George Schweitzer was researching CBS's coverage of the very first Super Bowl as part of his preparation for the network's Super Bowl 50 marketing campaign, he made note of a Washington Post article from January 1967. "It said in the TV column, 'CBS is pulling out all the stops and promoting this game all over, using their celebrities,'" said Schweitzer. "And I was imagining, what were 'the stops' in 1967?" Whatever they were, they don't come close to the exhaustive, yearlong marketing effort Schweitzer, the president of CBS Marketing Group, and his team have concocted as they try to attract as many viewers as possible for Sunday's Super Bowl telecast. "We were there for the first one in 1967," he said of Super Bowl I, which was jointly televised by CBS and NBC. "Since then, it has really transformed into a national day of celebration." And CBS is hoping the game's 50th year will yield its biggest celebration yet. "This one is very special," said Schweitzer, who is working on his sixth Super Bowl for CBS. "The Super Bowl is the singular biggest event in our culture, in our business, in the mainstream, in everything. It has so many moving parts beyond the game. What we've learned over the years is how to activate all those other moving parts, because it attracts, obviously, people who don't watch a football game all year long." Because of that, CBS didn't waste any time in starting to promote Super Bowl 50. The network rolled out its very first promo last Feb. 2, just one night after NBC aired last year's Super Bowl (which drew 114.4 million viewers), and debuted the network's manta for the coming year: "We were there for the first. We'll be there for the 50th." Adweek responsive video player used on /video. "That was what I would call a 'plant the flag' kind of spot," said Schweitzer. "Once the other one was over, we established CBS immediately as the home of the 50th." Taking his cue from the traditional 50th anniversary color, Schweitzer created a campaign that seemed to bathed in gold. "We've embraced it in a big way," he said, "because we think it helps achieve what we want, which is to turn this into more than the event itself, and make it look like it's very coordinated and cohesive on CBS. And that went from not just the network, but our local stations, our O&O [owned-and-operated] stations, our affiliate stations, our 120 radio stations, all of our online and streaming services. Anything that isn't nailed down around here is part of our gold celebration." For the Super Bowl 50 campaign, the network shot around 40 of CBS's prime-time, news and sports celebrities in various football scenarios and traveled to a smelting plant in California, where it photographed molten gold getting poured into a mold, using that footage for promotion. The gold motif extended to CBS's fall campaign, so= even when the network wasn't specifically promoting the Super Bowl, it retained those promos' key elements. On Dec.

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Vice Launches Its First Female-Focused Channel

August 3, 2015  |  Media Week  |  No Comments

Vice is still not ready to announce its much-rumored linear channel , but the media company unveiled its 11th digital channel today. Broadly is the first Vice channel designed for women. With Broadly, the company that's mostly been seen as a place for edgy, male-driven content will now battle with the likes Jezebel, Hairpin, and Bustle. Jezebel alum Tracie Egan Morrissey will lead the site as editor in chief and director of content. "New media has been a game-changer for feminism—its appeal is palpable," said Morrissey in a statement. "We can no longer be told that it's not relevant or that we're just imagining things. And so now is the time to elevate the coverage of women's interests by telling the stories that matter to us through in-depth, original reporting and documentary video." Launching in the U.S., U.K. and Canada, Broadly will touch on topics from a female perspective including politics, culture, sex, and fashion

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Ad of the Day: Cable Companies Are Playground Bullies in Hilarious Ads for Sling TV

July 24, 2015  |  Media Week  |  No Comments

Everyone knows cable companies can be total bullies, but pointing it out can still make for some pretty funny ads. SlingTV, the small-bundle Internet TV offering from Dish, is out with its first national ad campaign—from agency Camp + King and Prettybird directors Tim & Eric—casting "Old TV" as a bunch of mean-spirited kids extorting adults with playground tactics like wet willies. There's even a bratty service rep character that—given the slew of horror stories about, say, Comcast —doesn't really have to stretch the truth to evoke a striking sense of tragicomedy. She has a smug, hovering Bill Lumbergh wannabe of a supervisor—also pretty credible, and in a sense, a kind of nice, sympathetic nod to a certain class of worker bee. Maybe she's not really awful, she's just playing along to keep her job. The 60-second centerpiece is the most effective, though the 30-second spinoffs include some eyebrow-raising moments, like when a cable bully tries to "milk" money out of a defiant prospect (the deviants among you can probably guess how). There's also a question of whether the casting flirts with a sort of body shaming, reinforcing stereotypes by front-loading larger body types for the bullies. But it makes sure to feature skinny jerks, too. Regardless, while SlingTV doesn't require contracts, it does require a broadband connection, in case you were worried you wouldn't get to deal with a telecom company at all. CREDITS Client: SlingTV Agency: Camp + King Chief Creative Office/Partner: Roger Camp Chief Executive Officer/Partner: Jamie King Creative Director/Art Director: Rikesh Lal Creative Director/Copywriter: Jesse Dillow Creative Director/Copywriter: Paul Sincoff Art Director: Chris Nash Director of Content Production: David Verhoef Producer: DP Odishoo Brand Director: Dana Rabb Brand Manager: Nicole Nowak Director of Strategy: Shannon Williams Brand Strategist: Jose Higuera Production: Prettybird Director: Tim & Eric Executive Producer: Ali Brown Post Production/Editorial: No6 Editor: Kyle Brown Executive Producer: Crissy DeSimone Producer: Kendra Desai Post Production/Finishing: Misfit Online Artist: Steven McEuen Executive Producer: Jim Vaughan Assistant: Stu Barnes Music/Composer: SOUTH Mix: One Union Recording Engineers: Joaby Deal and Andy Greenberg

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SoftBank Puts Video Site DramaFever up for Sale Again, say Reports

July 20, 2015  |  Variety  |  No Comments

DramaFever, the online vide site known for its Korean dramas, is up for sale a year after it was acquired by SoftBank, according to reports.

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PewDiePie Fires Back at ‘Haters’ Over the $7.4 Million He Made on YouTube

July 9, 2015  |  Media Week  |  No Comments

One of YouTube's biggest stars responded to criticism about how much money he reportedly earned last year from his gaming videos. PewDiePie, whose real name is Felix Kjellberg, made $7.4 million from the videos in 2014, according to Swedish newspaper Expressen . Kjellberg's YouTube channel, on which he posts videos of himself playing video games while commenting on them, has more than 37 million subscribers. In a video posted on his page called "Let's Talk About Money," Kjellberg fired back at his detractors, saying, "To see so many people being upset about this whole thing, it's just sad. It's such a waste." During his six-minute-plus rant, Kjellberg read aloud some of the online vitriol, including one comment saying all he does is sit there and scream at nothing. "I mean, I scream at games," he said. "It would be kind of awesome if I scream at nothing, though." Kjellberg also expressed frustration that the money he raised for charity received far less coverage. "We did raise a million dollars for charity, and very few articles picked up on that. But here it is everywhere how much money I make," he said.

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AOL Unveils Massive Slate of New Programming and Partnership With NBCU

April 29, 2015  |  Media Week  |  No Comments

For those who thought AOL might be shifting away from big content plays and heading into pure ad tech, the media company proved this week it still has plenty in store for digitally savvy audiences. Announcing a licensing distribution deal with NBCUniversal and a hefty slate of original and co-produced programming, the media company reiterated its commitment to creating original content at its Digital Content NewFront at New York's 4 World Trade Center Tuesday evening. "There was a perception that we were overinvested in (ad tech) compared to other places," AOL chief marketing officer Allie Kline said ahead of the event. "I don't think that's been the case. Huffington Post is still the largest investment and acquisition we've made. We have 20-plus O&O brands, 2,000 premium content publishers we maintain relationships with, and about 26 shows we're releasing." To drive that point home, AOL president Bob Lord and NBCU ad sales and client partnerships chairman Linda Yaccarino announced a new partnership on stage, which will also extend into co-produced content. AOL On will get the rights to stream NBCU content from its broadcast networks, cable channels and digital networks on mobile, desktop and 16 over-the-top platforms. (Yes, this means clips and segments from Keeping Up With the Kardashians and Watch What Happens are headed to AOL.) The move to add NBCU content demonstrated AOL's Content 365 strategy, which AOL head of video Dermot McCormack explained as the company's tactic to make content of all shapes and sizes. AOL said its AOL On streaming video platform averages 1 billion multi-platform video views a month and houses more than one million premium AOL original and partner videos

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‘Batman v Superman’ Trailer Leaks Online

April 17, 2015  |  Variety  |  No Comments

The highly anticipated trailer for “Batman v Superman: Dawn of Justice” leaked online Thursday for a few minutes before YouTube quickly took it down. Shot on a handheld camera or phone, the leaked video featured Portuguese subtitles, a sign it may have been from Brazil. Warner Bros. was supposed to premiere the “Batman v Superman”... Read more

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Crackle Taps Dennis Quaid, Bryan Cranston for New Shows

April 14, 2015  |  Media Week  |  No Comments

As the line between digital and linear programming blurs, Crackle doesn't want to be seen just as a brand's online ad option. It also doesn't want to be just another video site. "We have a giant garbage can called YouTube for all that user generated content," joked Crackle's No. 1 star Jerry Seinfeld at the Sony network's first Upfront presentation Tuesday in New York. Ditching the digital-centric NewFronts , Crackle presented a slate of original programming backed by guarantees of reliable measurement. "What it's really about is reaching new desirable audiences," Crackle's general manager and evp Eric Berger said. Berger emphasized that audiences can expect premium content whenever they load its channel. From the sixth season of Seinfeld's Comedians in Cars Getting Coffee, to Joe Dirt 2: Beautiful Loser -- the first digital sequel of a major motion picture -- six new shows were announced including: The Art of More, Crackle's first hour-long scripted drama starring Dennis Quaid -- fresh from his was-it-or-wasn't-it a meltdown? -- and Kate Bosworth launches later this year. Half-hour thriller Chosen which will be extended into an hour-long series. Coming this fall, SuperMansion, created by Seth Green and the team at Stoopid Buddy Studios, known for their work on Robot Chicken. Emmy-award winning actor Bryan Cranston will lend his voice to the project. "For ten years we've made TV with Turner, and now we're excited to do it for Crackle," Green said. To further reiterate that it's not just an online network, Crackle announced plans to revitalize its interface. With a new "always on" experience, powered by Adobe Primetime, scheduled content will start streaming as soon as the Crackle player launches, just like a TV show would be airing when a TV is turned on. Users can opt to restart the program, continue to watch what is airing, or browse through a channel guide to find something to their liking. There's the traditional pre-roll, post-roll and sponsorship opportunities. But unlike broadcast and cable networks that generally only offer spots on shows, Crackle lets advertisers create native content, giving brands access to its production studio. Programming will be measured by Nielsen's Total Audience measurement, which claims to be able to track viewers across screens. Crackle found a recent campaign with MillerCoors produced a 216 percent lift, with 100 percent viewability and 96 percent completion

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