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Adweek July 8, 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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3 мин.
the road to nextech

JULY 24-25 IN NEW YORK CITY TICKETS STILL AVAILABLE AT ADWEEK.COM Way back in 2012, when I was a media reporter elsewhere and Walker Jacobs was the evp of digital ad sales for Turner, he told me the media giant was looking “to take the other road: minimizing ad tech for ad tech’s sake, simplifying our processes.” A year later, in other interviews, he said Turner doesn’t “participate in any real-time bidding or private exchanges.” Time can change our perspective, and seven years after leaving Turner, Jacobs is the chief revenue officer of Twitch—the livestreaming platform that began as Justin.tv—and has become a master of ad tech. I’ll be talking with Jacobs on stage at Adweek’s NexTech event in New York on July 24. Before that, here’s a peek into some of the trends…

2 мин.
no guts, no glory

Was anyone really surprised when the raging debate over gender parity tumbled onto the World Cup stage after Team USA’s rout of Thailand? Certainly not its co-captain Alex Morgan, who is among the 28 members of the U.S. women’s national team in an epic legal battle with the U.S. Soccer Federation over pay equity and working conditions that, as it turns out, will enter mediation after the women finish competing. Morgan’s exceptional leadership and athletic skills along with her growing brand prowess made it a no-brainer to have the superstar kick off our Most Powerful Women in Sports issue, in which she shares the spotlight with 29 equally remarkable media and marketing MVPs. The honorees range from Renie Anderson, the NFL’s first chief revenue officer, to Budweiser vp, marketing Monica Rustgi,…

3 мин.
sports dash to the streaming start line

With cord-cutting rampant, the big broadcast and cable networks have another problem. Streaming platforms are coming for one of the few remaining types of live programming that audiences still love: live sports. Some of these new deals dating back to 2016 include Twitter and Amazon snagging rights to select NFL games, while Facebook and Yahoo landed rights to a weekly MLB game (Yahoo scored NHL games as well). Now YouTube is the latest to chip away at traditional TV’s hold on live sports rights as the streaming platforms eye the biggest upcoming prize: broadcast rights to the NFL’s Sunday football packages will be up for grabs in 2022. The value proposition is simple: Live sports deliver big audiences and can attract big advertising checks. The exact approach, though, depends on who…

1 мин.
how platforms are approaching live sports streaming

AMAZON/TWITCH The company’s Thursday Night Football stream is part of Amazon Advertising’s OTT video offering, and ads appear in-stream whenever there’s available inventory. HULU Hulu is in ongoing conversations with partners to bring exclusive, behind-the-scenes content to Hulu to create other monetization opportunities. Advertisers can use dynamic ad insertion on select channels and devices to target fans. FACEBOOK Sports leagues partnered with Facebook offer brand sponsorships to present livestreams on the platform, and partners can then target the groups and audiences to retarget them with their products on Facebook. Facebook says the company is looking into midrolls on livestreams. YOUTUBE Most live sports advertising is negotiated directly with sports leagues that bring their content to YouTube. Advertisers can purchase some ads against live sports content on YouTube TV, and brands can advertise against…

3 мин.
‘smoooth’ fintech rebrand

Snoop Dogg isn’t a stranger to working with brands and releasing odd but lovable ads—or even to working on projects with unlikely partners such as Martha Stewart. But when Klarna, a fintech company that offers consumers a buy-now-pay-later option with more than 1,000 U.S. retailers, rebranded in 2017, Snoop wanted to join (and eventually became a minority shareholder). The Stockholm-based company, whose competition ranges from Afterpay to PayPal, and its agency partner DDB Stockholm wanted to pivot from a “boring” blue-color scheme and male-driven financial-type company chockfull of legalese to something that spoke to consumers and made them feel like they could trust the brand, according to David Sandström, Klarna’s CMO. “The industry itself is losing the trust of an entire generation, and that is obviously affecting retailers. But it’s also affecting…

1 мин.

DON’T STRESS ABOUT STRAYING FROM BEING ‘ON BRAND’ Sandström said part of Klarna’s rebrand is developing different relationships with each target audience by deviating from the usual brand playbook of having one message for its entire customer base. “What we’re going to see going forward is very much a personalized Klarna experience that doesn’t even differ between generations but is just personalized toward you,” Sandström said. BRANDS AREN’T YOUR COMPETITION—TIME IS While Sandström understands that Klarna has direct competitors, he said he looks at Burger King and its Whopper campaign or Nike and Colin Kaepernick as actual threats to Klarna’s engagement with consumers. Sandström views those campaigns as competitors because they win a consumer’s time and attention. He tries to remind the team that every ad or piece of content needs to be…