| | | | | These Mobile Innovators Are Shaping the Future of Advertising 15 cutting-edge leaders in brand marketing, agencies and tech By Christopher Heine The mobile marketing landscape has grown more heavily populated with important players, many of whom quietly operate behind the scenes while some of their more brand-centric industry peers enjoy a greater share of the limelight. Adweek beat the bushes in search of the best and brightest minds behind great mobile campaigns that are transforming the...
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| | | | | | | | Melissa McCarthy Kia Spot Is This Week’s Most Digitally Engaging Ad Plus, new commercials from Target and Nike By Chris Ariens Kia's slapstick spot for the Niro starring Melissa McCarthy leads our chart of the most digitally engaging commercials, powered by iSpot.tv. The chart-topping Kia spot, which has McCarthy starring as a hapless eco-warrior, was a Super Bowl commercial that's now had more than 900 post-game airings. Budweiser and Honda have also kept their Big Game...
Read more » | | Six Reasons Why It’s Time To Purge The Ad Proxies Purging the proxies and adopting more relevant common currencies By Konrad Feldman Every business leader sets goals and structures incentives against these goals. Incentives are powerful motivators. They can also have unintended consequences. Marketers care about incremental outcomes--sales and brand metrics. At the campaign level, A/B tests can assess incrementality, but cost and complexity preclude them as a general solution for every campaign. So, advertisers use proxies...
Read more » | | 5 Types of Activism Every Brand Should Prepare for, Even If You’re Not Taking Sides How to balance value and values in the activist economy By David Armano These days it's virtually impossible to log on to Facebook or Twitter without a discussion unfolding around politics. In fact, it's become common for people to take "breaks" from social media to limit their exposure to constant political controversies and social issues. As a consumer, it's difficult to remain neutral when it feels like everyone...
Read more » | | | | | Infographic: What We Learned From The Walking Dead’s Midseason Premiere Cross-platform data tracks viewer loyalty and what else they watch By Emma Bazilian On Sunday, Feb. 12, people across the U.S. tuned into AMC to watch the midseason premiere of the network's highest-rated show, The Walking Dead. Meanwhile, millions of connected TVs and set-top boxes were sending data about those viewers to Samba TV. The software and analytics company, which develops smart TV apps for media companies and...
Read more » | | Fox Networks Group Closes In on a New Ad Sales Chief Position should be filled within the next few weeks By Jason Lynch Of the six major TV ad sales chief jobs that opened up last year, one of the most surprising vacancies was at Fox Networks Group, where Toby Byrne abruptly departed last September, a week before the 2016-17 season began. Five months later, the role remains open, as the company searches for someone to oversee almost...
Read more » | | ABC Sells Out Its Oscars Inventory, With 30-Second Spots Costing Up to $2.5 Million Academy Award Sunday will be its top ad revenue day of the year By Jason Lynch A week before ABC airs the 89th Annual Academy Awards, the show has sold out of its ad inventory for the ceremony. Clients for this year's Oscars telecast, which airs Sunday, Feb. 26, include several of last year's sponsors, like AARP, Adidas, Anheuser-Busch, AT&T, McDonald's, Samsung and Walt Disney Studio. Other advertisers include Diamond Producers...
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