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IPG looks to streamline brand integrations in entertainment
UpstreamPop blends Mediabrands’ audience intelligence and R&CPMK’s entertainment industry expertise as brands seek out streaming viewers.
By Chris Kelly • July 11, 2022 -
Retrieved from Willie Petersen on July 11, 2022
Manscaped sharpens edgy humor strategy with multiyear Pete Davidson deal
The “Saturday Night Live” breakout is also becoming an investor in the brand as it prepares to go public later this year.
By Peter Adams • July 11, 2022 -
Justin Sullivan via Getty Images
WSJ: Google opens door to ad-tech spinoff as regulatory pressure mounts
A separate investigation by EU officials could lead to changes on YouTube where Google will allow rival firms to sell ads directly on the video platform.
By Peter Adams • July 8, 2022 -
Retrieved from E.l.f. Cosmetics on July 07, 2022
E.l.f. appeals to gamers with themed line of beauty, skincare products
A limited-run Game Up collection is being promoted through a live arcade bar event that will be streamed on E.l.f.’s official Twitch channel.
By Peter Adams • July 7, 2022 -
Retrieved from Birkenstock on July 05, 2022
Birkenstock's first paid global campaign says feet are 'Ugly for a Reason'
The effort with The New York Times’ T Brand Studio features a documentary series about the evolution of the foot and how that informed the brand’s orthopedic focus.
By Peter Adams • July 5, 2022 -
Alberto E. Rodriguez/Getty Images via Getty Images
Coke, Lacoste see significant value for 'Stranger Things' product placements
Ahead of the premiere of the second volume of the fourth season, YouGov Stream released data on the value of exposure for brands featured in the show.
By Sara Karlovitch • July 1, 2022 -
Courtesy of One Esports
Marriott ties Bonvoy to 'Gamer's Paradise' series focused on Asia
The digital variety show, which was produced by One Esports, airs in 15 installments that showcase gaming’s diversity in the region.
By Peter Adams • July 1, 2022 -
Retrieved from Ben Rothstein/Prime Video on June 29, 2022
CMO of Amazon Prime Video, Studios exits at transitional moment for streaming
Ukonwa Ojo, who held the role for two years, is leaving as the platform readies itself for “Thursday Night Football,” a pricey “Lord of the Rings” show and more.
By Peter Adams • June 29, 2022 -
Courtesy of HelloFresh
HelloFresh cooking series challenges Twitch streamers to 'Unleash the Feast'
The meal-kit company is offering viewers of its livestreamed cooking competition show a chance to win prizes and discounts on orders.
By Robert Williams • June 23, 2022 -
Courtesy of YouTube
How YouTube's brewing TikTok rivalry could impact mobile video strategies
Recently surpassing 1.5 billion users, YouTube Shorts gives marketers another platform to engage consumers, though audience differences should be taken into account.
By Robert Williams • June 23, 2022 -
Getty Images
Why NBCUniversal is adding emotion to its measurement framework
Executive Kelly Abcarian detailed the media company's latest attempt to modernize measurement, just days after revealing the results of a massive currency pilot.
By Chris Kelly • June 23, 2022 -
Jason Kempin/Getty Images for Bud Light via Getty Images
AB InBev ends 33-year Super Bowl alcohol ad monopoly
While the brewer remains a league sponsor, it will no longer have exclusive rights to the big game, opening an opportunity for rivals like Molson Coors.
By Sara Karlovitch • June 17, 2022 -
Courtesy of Walmart
Walmart, Roku partner to evolve shoppable streaming ads 'beyond the QR code'
The retailer is the exclusive partner on a new feature that allows people to purchase products with a few taps of their remote.
By Peter Adams • June 17, 2022 -
Courtesy of Lexus
Lexus brings marketing to 'Next Level' on Twitch
As the Twitch audience expands, the luxury car brand exceeded engagement goals for its first game show on the livestreaming platform.
By Robert Williams • June 16, 2022 -
Lintao Zhang via Getty Images
Ad growth surprisingly resilient in face of macroeconomic uncertainty
Magna joins other forecasters in emphasizing resilience as digital acceleration and events like the World Cup and U.S. midterms support advertising growth.
By Peter Adams • June 14, 2022 -
Courtesy of Roku
Epsilon partners with TransUnion, iSpot.tv to boost CTV targeting, measurement
The moves by the Publicis firm come as CTV continues to grow despite persistent issues that could hamper its ability to meet its full potential.
By Chris Kelly • June 13, 2022 -
Justin Sullivan via Getty Images
Toyota cuts carbon footprint of digital ads via tech tie-up
Media agency GroupM is helping scale a solution from SeenThis that requires less data transferred to effectively run campaigns.
By Peter Adams • June 13, 2022 -
Courtesy of Sour Patch Kids
Sour Patch Kids taps Twitch streamers for flavor competition
Each creator will host a livestream and debut custom packaging that bears their likeness as part of efforts to engage with gamers.
By Chris Kelly • June 13, 2022 -
Ore Huiying via Getty Images
How Netflix's potential acquisition of Roku would affect CTV advertising
While an acquisition is reportedly not in the works, Netflix has met with Roku and Comcast about outsourcing its ad operations, per The Information.
By Chris Kelly • Updated June 14, 2022 -
Courtesy of Glossier
YouTube brings shopping to Shorts with Glossier Challenge
Glossier is the first brand to sell products through YouTube’s TikTok-like video format, an increasingly central part of the platform’s growth strategy.
By Robert Williams • June 9, 2022 -
Courtesy of PepsiCo
PepsiCo's Bubly illustrates importance of LGBTQ chosen families for Pride
A video short calls attention to how safe spaces form bonds in the community, while the brand is issuing financial grants to struggling venues.
By Peter Adams • June 7, 2022 -
Courtesy of Wonderful Pistachios
Wonderful Pistachios deploys baby Groot for plant-based protein push
A campaign features custom packaging exclusive to Walmart in the U.S. and lines up with a new Disney+ series centered on the cutesy, tree-like character.
By Peter Adams • June 6, 2022 -
Courtesy of Beats by Dre
ColumnCampaign Trail: Beats by Dre showcases crossover between basketball, hip-hop and ads
Translation tapped NBA All Star Ja Morant and rapper Lil Baby to reimagine 20-year-old Reebok spots masterminded by agency founder Steve Stoute.
By Chris Kelly • June 3, 2022 -
Courtesy of Heineken
Heineken devises bottle opener that shuts down work apps
A bid at addressing the pandemic's work-life imbalance, the functional gizmo complements a new brand platform tackling tired cliches.
By Peter Adams • June 1, 2022 -
Courtesy of Instacart
Unilever, Mondelēz, PepsiCo sign up for Instacart's new shoppable ad units
Commerce-enabled video and display offerings speak to how retail media formats are getting more sophisticated as platforms chase larger budgets.
By Peter Adams • May 27, 2022
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