Adweek February 22, 2021

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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.
news in limbo

Two titans of Big Tech, Google and Facebook, took very different approaches in response to Australia’s proposed law that would force tech platforms to pay news publishers for their content. The search giant struck a deal with Rupert Murdoch’s News Corp, a leading player in the Australian news space, to pay for displaying its content, including on the recently launched Google News Showcase. Facebook, meanwhile, chose the nuclear option, fully cutting off news content for its Australian users—no viewing or sharing news of any kind—and blocked Australian publishers worldwide. While the most drastic in its actions, Facebook is not the only opponent of the legislation. Proponents argue it would make platforms pay their fair share to use publishers’ content, while critics say it threatens the open internet. The law does point toward…

3 мин.
road to challenger brands

How does Roblox stand apart from legacy brands? We are building a platform that we expect will ultimately enable billions of people to share experiences together. This concept is often referred to as the Metaverse, which means persistent, shared 3D virtual spaces in a virtual universe. As the Metaverse quickly moves from vision to reality—driven by a new generation growing up online—we are creating this new category of shared experiences that combines media, gaming, social and entertainment. We’ve built complex technologies behind the Metaverse, and continue to innovate in this space where our users’ imaginations will power what Roblox can be and how people will use it. What also sets Roblox apart is our developer community. Most of the millions of immersive experiences on our platform are built by nearly 7 million…

4 мин.
cable’s next culling

Just a few weeks into 2021, the cable TV industry seemed primed for a significant thinning of its ranks. On Jan. 22, NBCUniversal said that it would shut down its cable sports network, NBCSN, later this year, a move that came shortly after the independent El Rey Network also ceased operations and other outlets prepared to rebrand. That led to speculation about the fate of other media companies’ bloated cable portfolios, which intensified days later after AT&T CEO John Stankey told investors that one of his company’s top 2021 priorities would be “sunsetting legacy networks.” But it turns out cable’s reckoning isn’t quite at hand—yet. Even with cord-cutting hitting an all-time high last year during the pandemic, the robust ad revenue and monthly cable carriage fees that media companies collect on their…

4 мин.
spac attack

WHAT IS A SPAC? A special purpose acquisition company, or a blank check company, is a shell that goes public with the promise of acquiring more assets. It’s a route for companies to begin selling shares on stock exchanges in order to raise money. A SPAC IPO is the vehicle of a shell company going public. In a traditional IPO, a private company files to go public, then goes through a road show to line up investors and determine what the price of its shares should be. For the past six months, there’s been a ballooning interest in media and marketing tech companies going public via special purpose acquisition companies (SPACS), which are shell companies set up by investors who raise money via an IPO to merge or acquire yet another business. In 2020,…

4 мин.
sessionability needs more accountability

As hard seltzers balloon in popularity, brands have co-opted a term once reserved for a specific style of craft beer: sessionability. It’s often used in tandem with descriptors denoting healthy, refreshing attributes. But on its own, the term means that a product can be consumed in a “session” of more than one or two drinks. And now, nearly every category of alcoholic beverage wants in. While even that vague quantification puts drinkers over the Centers for Disease Control and Prevention’s recommendations for alcohol consumption, it’s not unrealistic given the habits of American drinkers. Per a 2018 study, 40% of Americans are “heavy” drinkers. Research also shows that people have been drinking even more during the pandemic. So, is sessionability a safe way for brands to promote their products? “People are using a lot of…

4 мин.
the qr code connection

If you’ve been to a restaurant over the past several months, you have probably encountered a QR code outside on the door or at the host stand. The scannable QR technology, which stands for “quick response,” was rolled out in 1994 and offers a contactless, safe way to access information. Restaurants and retailers, in particular, are using them in a variety of ways for menus, bus schedules, outdoor advertising campaigns and in-store retail activations. Americans were open to using QR codes even before they became ubiquitous during the pandemic. Consumer data company Statista reported an estimated 11 million U.S. households would scan a code by the end of 2020, compared to 9.76 million in 2018. It’s also easier than ever to scan, since Apple’s iOS 11 update in 2017 enabled iPhone users…