Posts Tagged ‘technology’

Inside ‘The Next Rembrandt': How JWT Got a Computer to Paint Like the Old Master

June 27, 2016  |  Media Week  |  No Comments

CANNES, France—Rembrandt van Rijn finished his last painting in 1669, the year he died. So it was enthralling, and a little unsettling, to step on to a boat at the Cannes Lions festival for a private viewing of the first new Rembrandt in 347 years. In a fascinating merging of creativity and technology, the humans at J. Walter Thompson Amsterdam taught a computer to paint like Rembrandt by having it study the old master's works for months. The resulting painting is a completely new portrait, not a replica, and it's indistinguishable—to my eye, at least—from the real thing.

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Why Big Brands Are Suddenly Getting Cozy With Reddit

June 20, 2016  |  Media Week  |  No Comments

Just six months ago, Reddit—whose famous slogan is "The front page of the internet"—was a dangerous place for marketers because of its reputation as a pool of trolling and harassment. Now, the viral-minded site is trying to flip the narrative and draw in advertisers with new ad targeting and buying technology and an in-house studio that specializes in creating custom content. And heavy-hitter brands including Coca-Cola, eBay and Procter & Gamble have all come on board in recent months. "What makes Reddit distinct from an advertising perspective are the same qualities that make it distinct in organic spaces," explained Zubair Jandali, vp of sales at Reddit. "We have 70,000 active communities—few places on the web have audiences that are as passionate as ours." Data backs up Jandali's claim. The publisher's traffic hit 51.4 million monthly users in May, up from 28.4 million a year before, according to comScore. It's the kind of stat that seemingly flies in the face of accusations that Reddit's audience is too niche—and sometimes too cruel—for brands to take seriously. But the goal is simple: capitalize on the massive momentum around native advertising with a specialized team to create content, much like the in-house agencies that have made big-name publishers including The New York Times, The Atlantic and Vox Media leaders in the space

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6 Father’s Day Gift Ideas for Creative and Techie Dads

June 14, 2016  |  Media Week  |  No Comments

This week, the Adweek staff is highlighting Bel & Bel's Vespa-inspired desk chair, a smart grill and more goods that are perfect for Father's Day gifting.

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Why Vice Won’t Have Reviews on Its Upcoming Gaming Channel

June 14, 2016  |  Media Week  |  No Comments

It already counts 11 verticals covering everything from news and sports to women's issues, music, food and tech. Now Vice is planning to expand its scope even further, pulling back the curtain today on a gaming vertical that was first announced at the company's NewFront presentation last month. The as-yet unnamed channel, set to fully launch in the fall, will focus on gaming culture, big and small, through personal storytelling. "It's probably the biggest medium today for communications," Joel Fowler, publisher of the new vertical, told Adweek. Fowler also runs Vice's EDM and culture channel, Thump. Vice already produces gaming-related content for Motherboard and The Creators Project , but will now have its own "dedicated place where we can devote resources," explained Fowler. "We see it more as doubling down on all the gaming content that we've been doing." Vice is debuting the first episode of Pixel by Pixel, the first video series for the vertical, during this year's Electronic Entertainment Expo, or E3. Vice partnered with Twitch to stream the episode live during its E3 broadcast later this afternoon. The series profiles indie game developers in the weeks leading up to the release of their projects. The first episode follows Alex Preston, creator of Hyper Light Drifter. The game is autobiographical in nature. Preston was born with a serious congenital heart defect. The game's main character confronts challenges he must resolve before he dies. Vice will roll out the first episode for each of the five new shows in the coming months leading up to the site's launch; all five videos will be sponsored by Taco Bell. By late summer, Vice will debut the first episode of esports-themed series Versus, which will center on the game Smite.

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Infographic: Who’s Winning the Race on YouTube, Hillary Clinton or Donald Trump?

June 9, 2016  |  Media Week  |  No Comments

Donald Trump is usually quick to boast about how much he's winning—in politics, in business, etc., etc., etc. But now, it appears he's winning on YouTube as well, according to web analytics firm Zefr. Zefr's analysis of YouTube views for the month of May found that videos about the presumptive Republican nominee have amassed many millions more views than the combined total of Democrat rivals Hillary Clinton and Bernie Sanders. Views of Trump-related videos increased by 42.8 percent from April to May to a total of 254 million. Meanwhile, the total 106 million views of Clinton-related videos were only up 0.68 percent from the previous month. Total views for Sanders videos fell 16.25 percent to 69.7 million. "If all publicity is indeed good publicity, then Trump has a huge advantage," said Dave Rosner, Zefr's evp of strategic marketing. However, nearly half of Trump-related views (47 percent) were for videos that expressed a negative sentiment about the candidate, while only 17 percent were positive. (The remaining 36 percent were neutral.) For Clinton, sentiment was even more negative—48 percent compared with 4 percent positive and 47 percent neutral

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Legoland’s New Campaign Is ‘Built for Kids’—Just Ask Its Pint-Size CEO

May 31, 2016  |  Media Week  |  No Comments

Family summer vacations are in full swing, and if you're headed to Orlando, Fla., chances are that Walt Disney World or Universal Studios are the top destinations you think of. So, Legoland Florida created a hotel and theme park built for kids to stand out. This week, Legoland and VML New York are launching a new spot starring Tommy Parker—the brand's kid CEO as part of Legoland's ongoing "Built for Kids" campaign. The new ads show off all of the cool features of the hotel—like a moat made out of legos and kid-friendly restaurant menus with macaroni and cheese. "The secret to the strategy is not ... trying to compete head-to-head against [our competitors], but actually carving out our own unique space and owning that space unlike any other theme park could," said Rex Jackson, marketing and sales director of Legoland. "I kind of like to think of him as this child of Ferris Bueller and Wes Anderson [with] an imaginative view on the world and he lives in this amazing park—this would be a dream job for any child anywhere," said Mike Wente, VML's managing director and executive creative director. "There's something that's aspirational and beautiful about that but also the way that he thinks and that he borrows some adult language but put through a kid's lens." The 60-second spot is running on regional TV in Florida and includes a big social and digital push. Jackson declined to say how much the campaign costs but said that 50 to 75 percent of the brand's paid social dollars for the rest of the year will go towards the Tommy Parker campaign

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Spotify Will Now Let Brands Sponsor the Most Popular Playlists

May 26, 2016  |  Media Week  |  No Comments

Remember the old days when you'd give a girl or guy a playlist in the hopes of winning them over? Now, Spotify is letting brands try the same trick. Spotify has begun letting brands sponsor the most popular playlists curated by the music streaming service, offering advertisers a way to match music with a message. Sponsored Playlists, as they're called, match a marketer with a playlist that lines up with a certain audience they have in mind based on campaign objectives. In a blog post today announcing the new offering, Spotify said it will work with advertisers to drive streams to a playlist during the sponsorship through native promotion, brand marketing and social media. "Think content plus context; the right message in the right moment," according to a blog post published today by Spotify. "Cardio or Power Workout are perfect for a footwear brand expanding from lifestyle shoes to workout sneakers. A QSR adding breakfast to the menu? How about Morning Commute? An entertainment company with a summer blockbuster teeny-bopper flick? Teen Party, of course. You get the idea." Spotify will also have in-playlist media packages that include native logo placement, ownership of the first ad break and 100 percent display share of voice (SOV). Sponsored Playlists will only be featured on the free version of the platform. Many of Spotify's more than 400 internally curated playlists already have massive listener bases. For example, the Today's Top Hits playlist has 8 million followers, Rap Caviar has 3 million, ElectroNOW has 2.5 million and Hot Country has 2.4 million. (Just yesterday, Spotify announced that its Discover Weekly playlist is streamed by 40 million users .) Brands including Kia, McDonald's and Target have already begun buying sponsorships during a beta testing. Spotify said Kia—which sponsored New Music Friday to promote the Kia Sportage—used its week to gain a click-through rate that doubled the overall campaign benchmark

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This Week’s Must-Haves: a Smart Pill Dispenser for the Entire Family

May 24, 2016  |  Media Week  |  No Comments

This week, the Adweek staff showcases must have gear ranging from a high-tech pill dispenser that organizes and tracks medications for the entire family and an analog instant camera that marries old-school photography with high-tech features, to a modern, urban take on a classic backyard and frat house pastime. Check it out!

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Why Presidential Candidates Should Only Share Political Memes With Great Caution

May 23, 2016  |  Media Week  |  No Comments

If 2012 was the "Twitter Election," this year's presidential race is more about zingers in the form of memes and GIFs than 140 characters—especially with presumptive Republican nominee Donald Trump socking it to his rivals daily on social media. Such buzzy blurbs can be funny, they can be mean, they can go viral, and they can backfire. Whatever the result, marketing experts believe that Trump and the Democrats—whether Hillary Clinton or Bernie Sanders is the nominee—will need to sharpen their skills around using such formats. "Memes and GIFs are the perfect expression in the era of snark and Snapchat," explained marketing consultant David Deal. "And the 2016 election is already a troll's dream." The numbers bear that out, with Trump clearly dominating the conversation. This month the candidate ran an Instagram ad that ended with video of former Secretary of State Clinton laughing maniacally in a clip taken out of context and laid over a fiery scene from the infamous Benghazi attack, which killed two American diplomats and brought the Democrat under intense scrutiny

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This Week’s Must-Haves: a Smart Mirror That Replicates Lighting From Anywhere

May 16, 2016  |  Media Week  |  No Comments

This week, the Adweek staff is highlighting a smart mirror that can replicate lighting from anywhere in the world, a water bottle that reminds you to stay hydrated and more. Take a look!

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