Adweek September 28, 2020

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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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2 мин.
holiday shopping forecast

Nothing in 2020 has been business as usual, and the holiday shopping season isn’t expected to either. For one thing, the trend of increased online purchases will continue throughout the holiday season. Consumers will also have much longer to do their holiday shopping in 2020, with Amazon Prime Day reportedly set for Oct. 13 and Walmart and Home Depot announcing plans to offer deals throughout the season, essentially turning Cyber Monday into Cyber November. More retailers will surely follow. We won’t see frenzied crowds of shoppers battling over flat-screen TVs on Black Friday, either, given safety concerns for customers and staff due to Covid-19. Nor will consumers head to malls for window shopping to generate gift ideas. Instead, shoppers will be much more tactical about their trips to brick-and-mortar locations, using them…

5 мин.
platforms and political adness

Last fall, a full year before the 2020 U.S. presidential election, major social media platforms were already debating whether they should take political ad dollars. The platforms split into two groups: those that have banned political ads from their channels, such as Twitter, and those that allow political ads with restrictions, such as Facebook. If a platform does allow political ads, each platform’s policy varies on whether they are fact-checked and how closely political advertisers can target users (aka voters). Pinterest, LinkedIn and advertising newcomer TikTok ban the practice, with the latter’s vp of global business solutions, Blake Chandlee, saying in a blog post that it didn’t fit the “platform experience.” Facebook, Snap and Reddit allow political ads, but the latter two have imposed restrictions. Snap has human-reviewed fact-checking for political ads, and…

4 мин.
private labels are coming out

CPG favorites from Campbell’s soup to Charmin toilet paper have seen a sales surge during the pandemic as Americans spend more time in their kitchens and bathrooms. Despite all the talk of shoppers seeking comfort and stability in major household brands, which have benefited from decades of advertising, lesser known private label lines have kept pace. From early March to early September, U.S. sales of big-name CPG products and their private label counterparts each increased 16% year over year, according to Nielsen. (In terms of total dollar amount, however, name brands remain more than four times larger than private labels.) While it’s established that people sticking close to home has been a boon for the nation’s largest CPG manufacturers, signs suggest private label competitors are poised to profit even more in the…

4 мин.
vmvpds play ball

The NFL returned earlier this month, almost half a year after most professional sports were shut down by Covid-19. And Hulu’s virtual multichannel programming distributor (vMVPD) service, Hulu + Live TV, had a big marketing campaign waiting to welcome its return. The ad, which debuted during the NFL kickoff game on Sept. 10, digitally grafted the faces of athletes like Cleveland Browns quarterback Baker Mayfield and New York Giants running back Saquon Barkley onto a decidedly less athletic body to poke fun at the challenges of filming ads. It also pushed Hulu’s service squarely in front of fans flooding back to live sports. “What we knew was there was a ton of pent-up interest and demand,” said Ryan Crosby, Hulu’s vp of marketing. “Early sports returns were big performers.” But it’s not just…

4 мин.
your virtual event sucks

How many virtual events have you attended or tried to attend in the past six months? There are likely 1 billion virtual events happening in a single day, all around the world, but how many are actually energizing and memorable? This is pretty fascinating when you think about it. We’ve had the television in our lives almost 100 years now, since 1927. Humanity has a long way to go at making virtual events as engaging, entertaining and energizing as broadcast television. What we realized after producing our first few virtual summits was that most virtual events were missing the mark in three key production elements: user experience, programming and creative. USER EXPERIENCE People are used to accessing their content with three clicks on a remote control or three taps on a touchscreen. In other words,…

3 мин.
kat hantas

Adweek: Where did the idea for 21 Seeds come from? Hantas: I started experiencing general health issues. My doctor suggested I switch [from wine] to blanco tequila since it’s plant-based and one of the cleanest spirits. I like to cook so I thought, heck, I’ll infuse it and see what happens. It completely changed [the smell and taste] for the better. As the years rolled by, a lot of my girlfriends began asking me to make bottles of my infused blanco for their home use. One bottle turned into many over the years and finally, I thought, perhaps there was a business in this. How did you manage to disrupt such a crowded and highly regulated industry? The spirits industry has historically been very male-dominated. So, in most meetings, we were the…