| | | | | First Things First | | July 10, 2020 | By Jess Zafarris |
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| 3 Months In, Can Short-Form Streamer Quibi Be Saved? | |
| | Quibi has reached the end of the 90-day free trial period for its earliest adopters, and its ability to convert paid subscriptions is deeply underwhelming: Only 72,000 of users who installed the app from April 6 to 8 converted to paid subscribers on July 5, despite the fact that the app has been downloaded approximately 4.5 million times, according to data analytics firm Sensor Tower. Analyst Dan Rayburn says it's a matter of the platform trying "to be everything for everybody" with content that's "all over the place." The platform tried to compete with TikTok and YouTube rather than with traditional streamers, and in its advertising, it touted the overall platform rather than the specific programming that could have given users more reasons to watch. Next steps: Now Quibi has to turn things around—and part of that means making good with its current, disappointed advertisers while bringing in new ones. Premium | After Yearlong Search, WarnerMedia Expects to Hire a New Ad Sales Chief SoonAd sales chief Donna Speciale abruptly left WarnerMedia a year ago, and the position still hasn't been filled. Now, a hire may finally be on the horizon, after CRO Gerhard Zeiler told staff he decided "to change the leadership structure" in order to help the ad sales business "stay at the top and lead the industry." In the meantime, Zeiler has been filling in on an interim basis with a three-person operational team for backup. A search began, but it was sidelined when AT&T consolidated and moved Xandr, its ad-tech unit, into WarnerMedia under Zeiler. A redefined role: Following the integration, the new hire will likely oversee both the WarnerMedia and the Xandr ad sales teams, which work separately but closely. Dive deeper with an Adweek Pro Subscription, your key to the inside scoop on the marketing and advertising trends and reporting that guide the world's top brands. | | | |
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| | Adweek Promos and Events | The Asian American Summit | |
| | Join us as we continue the D&I live virtual event series with The Asian American Summit, July 16th at 12pm ET, where Asian American business leaders will shed light on how they are personally navigating today's heightened discussions on race and stereotypes amidst COVID-related bias incidents within their communities and ways we can all drive meaningful and lasting change. | |
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