Posts Tagged ‘technology’

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.

Read More

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

Read More

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

Read More

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

Read More

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!

Read More

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

Read More

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!

Read More

Why AwesomenessTV is Telling Marketers to Stop Putting Gen Z and Millennials in One Group

May 12, 2016  |  Media Week  |  No Comments

"Gen Z and millennials is not a thing, they're two things," exclaimed AwesomenessTV CEO Brian Robbins during the MCN's NewFront presentation Wednesday evening. "These life stages – late teens who are breaking away from freedom vs. these young adult couples are very, very different." And unlike most other digital players, AwesomenessTV puts more emphasis on reaching the teens and tweens of Gen Z. "They're loaded," he quipped, which came as a surprise to many in the audience at Tribeca's Spring Studios. "First of all, they have their parents money... just ask my kids." Robbins added that, unlike millennials who are only a few years out of college, Gen Zers don't have student loan debt. To that end, AwesomenessTV will become the first to partner with messaging app Kik, launching a bot that combines native video and chat. In the near future, character bots will launch for AwesomenessTV's scripted series and films to deliver companion narratives, behind-the-scenes features and alternative endings driven by audience participation. They also recently launched on Apple TV and will triple the amount of premium content on Facebook, Instagram and Snapchat. AwesomenessTV is also working with a pair of technology companies to help brands reach Gen Z on those myriad platforms. "That private screen has become a personal concierge for an experience that is uniquely their own," said Robbins of Gen Z's mobile attachment. With video-data company ZEFR, AwesomenessTV will launch "Signal" a content and multi-platform distribution program that will enable custom content to be distributed via advertising across multiple platforms. AwesomenessTV is also using Brightline's proprietary technology for dynamic ad insertion for connected TVs and over-the-top platforms. "We are matching our storytelling prowess with innovative technology partnerships that will enable our brand partners to hyper target the hard to reach Gen Z audience wherever they are found," added Brett Bouttier, president AwesomenessTV. AwesomenessTV also announced new seasons for Royal Crush and Guidance, and a new series for Verizon's go90, t@gged, which has already been greenlit for a second season. Verizon acquired a 24.5 percent stake in AwesomenessTV last month. The MCN is also collaborating with Major League Baseball, which has been trying to appeal to younger viewers , on a scripted series. But the best announcement of the night was not actually an announcement at all.

Read More

In the Earbud Era, Sonic Branding Is Marketing’s Biggest Missed Opportunity

May 10, 2016  |  Media Week  |  No Comments

Can you remember the last time you closed your eyes to hear a sound clearly? To ingest the soothing comfort of a babbling brook, to absorb the effortless harmony of a choir, to listen to another human's heartbeat? Two things stand out: The memory of the moment is visceral, and it evokes strong emotions—exactly the kinds of reactions that advertisers strive to elicit in building brand strategies. However, we live in a world where consumers are bombarded by a constant stream of visual stimuli and where marketers spend massive resources on visual identity to influence consumer beliefs and behaviors. In a time where consumers have a shorter attention span than a goldfish, marketers must embrace the the power of sonic branding to capture attention. Audio has always been one of the most powerful ways to tell stories, and thanks to technology and the ubiquity of mobile devices, capturing attention with audio has never been more important. Punching through the barrage of visual clutter with clean, memorable sound isn't the only reason advertisers should revisit their branding playbooks. After all, neuroscience has long supported the powerful imprint audio signals leave on the human brain—whether delivered in a foreground tone or a subliminal manner. That's why broadcast radio remains a $17 billion-plus business in the 2010s. But audio has come a long way in the past decade and is smarter and more innovative than ever

Read More

Vice’s Shane Smith After ‘A Few Ales’ Touts Millennial Dominance at a NewFront Like None Other

May 7, 2016  |  Media Week  |  No Comments

Vice is launching six new verticals and will expand its TV presence by adding 20 new channels around the world. But that's probably not what buyers will take away from the millennial-skewing media company's NewFront presentation Friday afternoon. Perhaps aware of how weary media buyers are following a week that included AOL taking over New York's South Street Seaport and Sia putting on a show-stopping performance YouTube's BrandCast , Vice had what has to be among the shortest presentations in NewFront history. "We're going to do something a little bit different tonight," said Vice founder Shane Smith, after coming out on a dimly-lit stage at Pier 59 Studios' Stage C. "I'd like to preface the evening with saying I've had a few ales." Smith's remarks, half of which came while he was lying down, lasted less than 10 minutes, mostly talking up Vice's history, from its roots as a Canadian-based print magazine to one of the largest digital media companies in the world. But at least he remembered he had a job to do. "I'd like to talk to you about Vice, because that's my job," he said. "I am the Russian bear that shits on the floor for wooden nickels." Smith briefly mentioned Vice's new Viceland TV channel with A+E Networks. In the 67 days since launch, Viceland is the fastest aging down of a network in TV history, Smith claimed. Viceland replaced H2, which targeted adults 25-54, a much older demo than Viceland intends to reach. Smith added that they've done ad deals with Unilever (already a launch partner for their Broadly digital channel ), Samsung, ABI, Bank of America, Toyota, T-Mobile, Diageo and Shinola. The six new digital channels will cover Health, Gaming, Travel, LGBTQ, Money and Sustainability, bringing the total to 17 different verticals for Vice, which has seen its web traffic fluctuate in recent months. Smith said he's also looking for more multi-platform deals similar to the one they cut with ESPN earlier this week . Smith then abruptly cut off his speech and joined the house band for a performance of Sham 69's "If the Kids Are United." The house band was made up of Nick Zinner and Brian Chase of the Yeah Yeah Yeahs, Jaleel Bunton of TV on the Radio, and producer Money Mark. The presentation-turned-party continued into the evening with special guests Win Butler from Arcade Fire, Pusha T, Charli XCX, Best Coast's Bethany Cosentino, Perfect Pussy's Meredith Graves, Kurt Vile, and Kristin Kontrol

Read More