Tagged 'TV'

'Like A (Super)Girl': 3 Ways CBS Could Do Some Serious Good This Fall (Video)

Posted by Rick Mathieson on June 20th, 2015 at 2:32 pm

Can a new TV show about a female superhero aspire to create positive messages for girls and women as well as (or better than) a certain viral video from a feminine products brand?
In just the last few weeks, Procter & Gamble's viral sensation "Like A Girl" won the GoodWorks Effie, which is designed to recognize marketers for effectively using their platforms for "purpose-driven' campaigns. That is to say, campaigns that accomplish some social good, beyond (just) promoting the brands behind them.
As most everyone in the world of marketing and advertising knows by now, the video, for P&G's Always brand, explores the meaning of the phrase "like a girl" - and how to redefine it. It's powerful stuff, and since its debut last summer, it has generated nearly 60 million views—and has been likened to some of the best work coming from Unilever's long-running "Campaign for Real Beauty."
Right around the same time, we also saw the release of a six-minute trailer for CBS-TV's new show "Supergirl" from Berlanti Productions—the team behind "The Flash," "Arrow," and the upcoming "Legends of Tomorrow" on CW.
Based on the character in DC comics, the series follows Kara Zor-El, the preteen cousin of baby Kal-El, as she... Read more

Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Concl): Uncertainty Certain

Posted by Rick Mathieson on April 4th, 2015 at 1:11 pm

Can someone who has spent little to no time working in advertising really cover it?
Or is it even better that way?
In the conclusion of my recent "exit interview" with legendary New York Times ad industry columnist Stuart Elliott, we discuss what it was like to cover such a idiosyncratic industry without much first-hand experience in the business.
How did being one step removed hinder - or help?
As Elliott says goodbye to the Times, we'll get his views on that topic.
And we'll try one last time to get his predictions for what's next in the world of advertising. His response is worth noting even for those of us who do work in this crazy, wonderful industry.
CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (CONCLUSION): UNCERTAINTY CERTAIN
(Approx: 3:29)
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing
Listen to Part Three here: Change is (On) the Air

Navigating the Shift From TV to Mobile

Posted by Dan Wittmers on August 27th, 2014 at 10:45 am

Why are so many brand marketers still struggling to shift budget away from traditional TV into digital and mobile –especially when consumers are spending 33 minutes per day consuming mobile video.

Advertising, TV and Mobile: The Perfect Marriage

Posted by Ashley Eckel on November 15th, 2013 at 8:54 am

If you live in New York City like I do, you have probably noticed several signs that the season has changed from summer to Holidays. Most of us have released the winter coat collection from storage. Herald Square is swarmed with even more shoppers than usual. And that Rockefeller Christmas tree will be erected before we know it. Which is precisely why I don’t need to bore brands with tips on how to “sell better this holiday season”—the holidays are already here.
However, 2014 is approaching fast, and with it one of the biggest advertising events known to man: the Super Bowl. Luckily, there is still time to ensure your (very expensive!) ad campaigns are meeting the needs and behaviors of the vast majority of consumers, who are using their mobile devices as the first screen to access and activate their entire lives, be it communication, content or commerce.
If fact, 50% of smartphone owners use their devices while watching TV on a daily basis, and 80% use it at least once a week. With numbers like that, advertisers simply cannot miss the chance to use mobile to not only engage their audiences, but fully understand the value and efficacy of media... Read more

'Gifs with Benefits': Redux CEO Sangita Verma on New Video-Sharing App Riffsy (Interview)

Posted by Rick Mathieson on July 17th, 2013 at 6:07 pm

It's simple to the point of, "duh."
Since the advent of the Internet, accessing video has largely meant viewing a still image and a text link that you had to click and then wait to load before deciding on whether it was all worth the effort.
Berkeley Calif.-based startup Redux is out to change all that, with a new app-cum-social-network called Riffsy, an iOS app which launches today on the App Store.
The brainchild of Internet prodigy David McIntosh (left), who was recently named one of Business Week's Top 15 Entrepreneurs under 25, Riffsy makes it easy to create "riffs" - which are 10-second looping video previews that give you an idea of what you'll see when you click through - or as CEO Sangita Verma puts it, they're "gifs with benefits."
These riffs click through to the original source content, as a means by which users can share video of interest (which, to be clear, is not the kind of user-generated video you see with Twitter's Vine; instead, we're talking mass media content, captured and shared with an easy-to-use tool).
For users, a riff is sometimes meant to represent a full expression in itself - a kind of video emoticon borrowing from easily recognized... Read more