Posts Tagged ‘year’

Infographic: From Town Halls to Targeting, Political Advertising Has Come a Long Way

June 28, 2016  |  Media Week  |  No Comments

Long before the birth of Facebook Live town halls, there were town halls in real life. Before there were digital ads, there were plenty of those paper ones, minus all the creepy targeting based on what we buy, view and even eat . And then of course, before there were hashtags, there were slogans like "Who is James Polk?" Videology , a digital video ad platform that works with political campaigns on both sides of the aisle, took a look at the evolution of political advertising all the way back to before the United States of America was even a thing. "We think of advertising from a political standpoint as something that's been done since the days of Hamilton," Mark McKee, Videology's svp of North America, said in an interview. "But the reality is we've made so much progress in a short amount of time, whether it be use of data, use of internet, use of social." This year, candidates are innovating yet again with digital ad spending for programmatic and addressable television. According to a new report from eMarketer released today, overall programmatic spending on TV ads (not just for politics) is expected to grow 127.8 percent to $710 million. However, at only one percent of total TV spend, it's still just a small number. Meanwhile, eMarketer predicts programmatic digital video this year will total $5.51 billion, or about 56 percent of total digital video ad spending. That's all good news for Videology, which will likely benefit from the digital push from both parties. (After all, the company says it's bipartisan.) Campaign spending on digital ads alone in 2016 is expected to for the first time hit $1 billion —a high jump from the $160 million spent in 2012 .

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Why the San Francisco Giants Are Baseball’s Marketing MVPs

June 27, 2016  |  Media Week  |  No Comments

If recent history is any guide, it's the San Francisco Giants' "turn" to win the World Series this year. For the past six years, the team has won the series three times, every other year: in 2010, 2012 and 2014. But the Giants' winning record isn't the only reason fans have embraced them. The team's marketing efforts, including creating unique ballpark experiences and capitalizing on its players' personalities, have played a huge part in building one of the most successful brands in baseball. "The success of a baseball team comes down to two things: selling tickets and selling sponsorships," said Adam Lippard, head of global sports and entertainment consulting at GMR Marketing. "The Giants are among the best at both of those because of the team and the experience they've created at the ballpark." The Giants are MLB's fourth most-valuable team, according to Forbes , after the New York Yankees, Los Angeles Dodgers and Boston Red Sox. The team has sponsorship deals with brands including AT&T, Coca-Cola, Toyota, Anheuser-Busch, Virgin America, Levi's, PlayStation, MillerCoors, Oracle, Yahoo and Salesforce.com. Attendance at the team's AT&T Park rose from 2.8 million in 2009 to 3.3 million in 2015, and season ticket sales grew from 19,016 in 2009 to 31,424 in 2016. The Giants have sold out every home regular season game since September 2010, and TV ratings increased 34 percent from 2009 to 2015

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KitchenAid Brings Aspen’s Food & Wine Classic to Your Home

June 17, 2016  |  Media Week  |  No Comments

If you're not one of the 5,000 food fans attending this year's sold-out Food & Wine Classic in Aspen, KitchenAid is bringing the culinary world's preeminent event to you. This afternoon, the home appliance brand, which has a 30-year relationship with the annual festival, will launch "Have Dinner With Us," employing Facebook Live and other social content to enable anyone to follow along with cooking demos by headlining chefs in Aspen and to get additional information about recipes, techniques and shopping. This is the first time live video has been produced at the event, founded in 1983. Beyond Facebook, content can be found at the websites of KitchenAid and Food & Wine and via both brands' other social channels. Food & Wine and KitchenAid have a potent social following, with more than 2 million total fans on Facebook and 1.5 million via Instagram. The activation is in partnership with Chris Cosentino, winner of Top Chef Masters, a frequent guest on Iron Chef America and chef/owner of Cockscomb in San Francisco. "This is the quintessential food event in the world," Bill Beck, vp, brand marketing at KitchenAid, told Adweek at the Classic.

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Google Beats Out Apple as the World’s Most Valuable Company at $229 Billion

June 8, 2016  |  Media Week  |  No Comments

Alphabet—Google's holding company—is also the world's most valuable alpha dog. Today, Millward Brown and WPP released their annual BrandZ Top 100 Most Valuable Global Brands, which tracks the worth of the world's top brands. According to BrandZ, Alphabet leads the pack because of Google's growth in advertising money, growth in its cloud business and the company's constant innovations. It's the second time the company has topped BrandZ's list in the past three years, after fighting Apple for the No. 1 slot. According to BrandZ, Google's value hit $229 billion this year (up 29 percent year-over-year) while Apple's value dipped 8 percent to $228 billion. Just two weeks ago, a separate report from media buying firm Zenith Media pegged Google as the world's biggest media player, controlling $60 billion in ad spend in the U.S. alone

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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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Hulu Is Targeting Living Room Viewers With New Interactive Advertising Deals

May 4, 2016  |  Media Week  |  No Comments

Hulu spent much of last year improving the quality of its content and striking big deals for new and acquired series like Casual, Difficult People, The Mindy Project, 11.22.63 and all nine seasons of Seinfeld. This year, the streaming service is focusing on improving the experience of watching that content, especially in the comfort of viewers' own homes. Hulu's subscriber base has grown more than 30 percent from last year, and will reach 12 million U.S. subscribers by this month. "Hulu is TV, and the fact that 70 percent of our viewing happens in a living room environment just reinforces that idea to the market," said Peter Naylor, svp of advertising sales with Hulu. That's why many of the company's big announcements at Wednesday morning's NewFronts event at the Theater at Madison Square Garden center around initiatives relating to what Naylor calls the "living room," but refer to any viewing via connected TV devices like Roku, Apple TV, PlayStation or smart TVs. Hulu has teamed with interactive advertising company BrightLine to bring interactive advertising to connected TV devices for the first time. Havas Media will be the exclusive charter agency for the new ads, which debut on Hulu this summer. It will allow viewers to interact with the creative itself much as they would on a computer or mobile device. They can click on the ad and be taken to a site or page with details about a particular brand

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Cannes: Critics’ Week Announces 2016 Lineup

April 18, 2016  |  Variety  |  No Comments

There are no American features to be found in Critics’ Week at this year’s Cannes Film Festival, as the parallel section once again privileges French productions.

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‘The Birth of a Nation’ First Trailer Debuts

April 15, 2016  |  Variety  |  No Comments

A day after stirring up buzz at CinemaCon, Fox Searchlight has released the first trailer for the Sundance Film Festival hit “The Birth of a Nation.” Nate Parker — this year’s CinemaCon breakthrough director of the year award winner — wrote, directed, produced and stars in the period drama. More to come.

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Film Review: ‘Barbershop: The Next Cut’

April 13, 2016  |  Variety  |  No Comments

After all the other long-deferred sequels that have come and gone this year, “Barbershop: The Next Cut” can’t help but feel like a model of form, durability and purpose.

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Ratings Plummet for NCAA Championship After Its Move to Cable

April 5, 2016  |  Media Week  |  No Comments

At the beginning of the 2016 NCAA Tournament, Turner Broadcasting president David Levy claimed the difference between broadcast and cable "is almost non existent anymore." However, despite a National Championship game that will go down as a classic—Villanova defeated North Carolina on Kris Jenkins' three-pointer as the clock expired—the NCAA title game averaged 10 million fewer viewers than last year. This was also the first year the title game aired on cable TV. Monday night's game averaged 17.8 million across TBS, TNT and truTV, down 37 percent from the 28.3 million that watched Duke beat Wisconsin last April on CBS. In terms of household rating—the metric by which sports ad sales are sold— Monday's game notched a 13.2, down 38 percent. It was the lowest-rated National Championship game ever. From now until the end of the rights deal—through 2024—CBS and TBS will alternate airing the Championships and Final Four. But attributing the steep drop to moving the game from broadcast to cable only tells part of the story

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