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Adweek December 2, 2019

The all-new Adweek features news and information for marketing, media and advertising professionals that you can’t find anywhere else. Each issue includes profiles and interviews with top newsmakers, critiques of hot ad campaigns, the latest trends in print, digital and advertising and much more.

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United States
Adweek, LLC
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33 Edities

in deze editie

1 min.
super sales

Super Bowl LIV is still two months away, but Fox Sports’ ad sales team scored a surprising early victory: It has already sold out the entire in-game advertising inventory of 77 spots, with advertisers paying as much as $5.6 million for 30 seconds, according to Seth Winter, evp of sports sales. It’s the earliest a Super Bowl has been sold out in nine years, since 2011’s Super Bowl XLV, which also aired on Fox, wrapped its in-game sales in late October 2010. In recent years, networks haven’t announced sellouts until just hours or days before the game. For brands left on the outside looking in on Super Bowl Sunday, Fox still has pre- and post-game inventory available.…

1 min.

Adam Reed invented Reindeer in Here after realizing the popular Elf on the Shelf would “scare the crap out of my daughter.” While the Elf functions as a kind of North Pole policeman—surveilling kids for bad behavior—the Reindeer is a “Christmas friend” who isn’t reporting back to Santa. Proudly sporting mismatched antlers, Reindeer also espouses diversity and tolerance. And this holiday season, he’s for sale at nearly 2,000 retailers. The only question is: With Elf on the Shelf (and Mensch on a Bench) already in the mix, do shoppers need another holiday helper? Read more at adweek.com.…

1 min.
in adweek history oct. 1989

The Rise of the Dorkmobile Of all the adjectives one might apply to the minivan, “hot” and “stylish” are not likely to be among them. Three decades ago, however, such praise is exactly what this magazine heaped on the likes of the Dodge Caravan by including it on its list of Hot Products of 1989. In fairness, Adweek—which is celebrating its 40th anniversary this year—had ample reason. By the late 1980s, minivans had singlehandedly reversed Detroit’s sliding fortunes by answering the demand for a capacious family ride with better mileage than a station wagon; some 850,000 minivans were driving off the lots yearly. “Baby boomers are out in force,” we reported, “but they have abandoned their parents’ land yachts for more stylish and better handling minivans.” As things turned out, those boxy…

4 min.
has instagram peaked?

Marketers have always chased eyeballs. Now, they’re chasing influencers across the far corners of the internet. Better to fish where the fish are than to cast a line into the void. And where these fish are—the social platforms—marketers are finding that the water is welcoming if they understand how influencers treat each platform. “Right now, we’re seeing brands just putting all of their dollars in Instagram. And while Instagram is amazing, a single platform strategy isn’t a great one,” said Daniel Schotland, COO of influencer marketing platform Linqia. While Instagram is the king of social media, it’s not the only game in town. A recent report from The Observer found that younger influencers are turning their noses up at Instagram in favor of TikTok’s sillier point of view. Meanwhile, other reports have…

1 min.
picking the perfect platform

For brands chasing awareness instead of purchases, Schotland explained that marketers are best off on a platform like Instagram or TikTok that prompts quick bursts of engagement. Brands looking to drive consideration or “purchase intent” are best suited for leveraging smaller-scale influencers across a platform like YouTube where they can show off the way they use a product. For brands looking to keep consumer loyalty and stay in their conversations, Twitter might be a good fit, according to Sorel.…

3 min.
it’s the most lucrative time of the year

A decade ago, as upstart Hallmark Channel struggled to make a name for itself in a cluttered cable landscape, the network decided on a bold move: turning its fledgling original Christmas movie output (the first of which aired in 2002, one year after the network launched) into a holiday event called Countdown to Christmas. Getting audiences to expect holiday-themed content whenever they turned on the network would give it “a competitive advantage,” reasoned Bill Abbott, president and CEO of Crown Media Family Networks—but success was far from guaranteed. Still, the network thought, “even if our ratings slipped in some places because we went 24/7, it was still worth it because we are creating a destination and becoming synonymous with holiday,” said Abbott. “It was a risk at the time—and a big…