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Adweek May 20, 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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Adweek, LLC
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1 мин.
a wild ride

THIS YEAR’S UPFRONTS week has wrapped up, and it was one for the ages. Both NBCUniversal and WarnerMedia devoted significant portions of their presentations to touting their upcoming streaming services, yet shared no concrete details about what content will appear in either one. A newly spun-off Fox Corp. promised “laser-focus” on clients as its competitors have bulked up, particularly Disney, whose first combined upfront was super-sized (two hours and 19 minutes!) as it stressed the importance of all the new brands in its portfolio. That was in stark contrast to WarnerMedia, which said it would begin to blur the branding on several of its networks (“TBS, TNT and truTV are stronger if we’re less bound by a single brand position or genre,” said WarnerMedia’s Kevin Reilly). CBS alluded to a…

1 мин.
in adweek history dec. 1, 1980

Long before a modified DeLorean took Marty McFly back to the future, it was the future. In late 1980, America was abuzz over the DMC-12, the stainless-steel roadster with the gull-wing doors slated to go into production in January 1981. While the DeLorean Motor Company worked to finalize its dealership network, Adweek—which is celebrating its 40th anniversary this year—was all revved up over which of 100 possible agencies would land the $25,000 car’s $7 million advertising account. “We’ve gotten calls from all over the country,” a DeLorean spokesperson told us. Advertising would be the final touch to a dazzling project begun by John DeLorean, the father of the muscle car who abandoned Detroit to build the car of tomorrow. In the end, however, he’d make only 9,200 of them. In 1982, DeLorean…

4 мин.
the war on fingerprinting

Google’s intended changes to how advertisers can target and track users in its market-leading Chrome browser were made apparent this month. The updates announced at Google Developer I/O will require publishers to declare their cookies as same-site or cross-site using the SameSite attribute, the latter category deemed as less respectful of a user’s privacy, per the web giant’s assessment. While this is in some way short of earlier fears that Google would turn on “Do Not Track” by default—a move that would emulate Apple’s stance in its Safari browser—its hardened stance on “opaque practices” will require an adjustment in the mindset of many advertisers, according to sources. In particular, Google’s crackdown on fingerprinting—a method often used by ad tech in environments where the normal functionality of cookies is depreciated—is one that has the…

2 мин.
brand yourself online

Anyone in the market for a new job, whether it’s as a new grad entering the workforce or as a professional looking for a change mid-career, is going to need a tip-top, flashy website that makes a company want to know more. But since it’s easier to type that than practice it, David Lee, CCO of Squarespace and Cindy Lewis, growth marketing lead for Square eCommerce (formerly Weebly), explain what makes a professional website look great. THE BASICS FOR LOOK AND FEEL Before getting into the nitty-gritty elements, Lewis said the three basic elements a website should contain are easy navigation, clear and direct headlines and attention-capturing images. When it comes to the actual content of the website, Lewis recommends including a resume or portfolio, as well as contact information and a bio.…

2 мин.
do’s and don’ts

DO MAKE YOUR WEBSITE “REFLECT YOUR PERSONALITY,” Lewis said. It should include more than just your resume or your accomplishments. It needs to show what you can bring to the industry you’re in (or want to break into). “Give potential employers or clients a glimpse of the person they’ll be working with,” Lewis said. “Overall, the goal is to do a good job telling your story.” DON’T OVERLOOK THE URL. Lewis said it’s one aspect of your website that travels to other parts of your professional life as well, like social media, resume and business cards. “Not only is this connectivity something a lot of people forget to consider when they’re choosing a custom domain to purchase, but a bonus snag in the decision is what happens when you want to…

4 мин.
that’s just the way you make me feel

As marketers increasingly look for new ways to reach their target audience beyond age and gender demographics, publishers such as The New York Times are rolling out a surprise new offering: advertising based on emotions. The New York Times predicts how its stories make a reader feel (opinion and news) using machine learning and insight garnered from asking readers how they felt after reading its content. The publisher then sells ad space around those stories based on those indicated emotions. For example, the Times scores an article based on how likely it is to make the reader feel self-confident. While the Times discussed emotion-based advertising during last month’s NewFronts presentation, the company has already been offering it for a year. They aren’t the only ones, either: USA Today rolled out something similar…