| A CYNOPSIS MESSAGE FROM HULU |
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| A CYNOPSIS MESSAGE FROM HULU | | |
ELSEWHERE…. Since not everybody can be anywhere, let's include a short roundup of a few things you – and we – might have missed in the frenetic to-and-fro of panel attendance. AI-powered tech company Mirriad and applied neuroscience company SPARK Neuro released a neural and biometric study to time with the Driving Brand Value With Emotional Intelligence panel Monday. So, what did we learn? First, that sadness drove the highest valuation for the food and drink category (+17%); anticipation for the automotive category (+7%); and disgust for CPG/cleaning products (+22%). This explains so much…. Meanwhile, those wondering what the big hanging posters reading Ampersand meant yesterday got their reply: It's the rebranding for the ad sales and tech company NCC Media, which announced the latest step in its evolution with a new name designed to reflect the company's mission of unifying the TV advertising ecosystem across screens, inventory and audience. Ampersand (and we kind of just want to type "&") also hosted the Future of TV Advertising panel Monday. The second annual Madison Avenue Icon awards were handed out at the start of AWNY. And the big winners: Icons went to … McGruff the Crime Dog (National Crime Prevention Council) and Wienermobile/Hotdoggers (Oscar Mayer). Slogan winners were "Democracy Dies in Darkness" (The Washington Post) and "Let's Go Places" (Toyota).] If you were reading closely on Monday, you might recall that we're in love with the AWLEARN Advertising Week Glossary, which not only has cleared up many of the scary acronyms that proliferate in the industry, but also serves as a wonderful mouse pad when your wireless mouse can't find traction on a charging table. But we'd like to give extra applause to the WSJ's Alexandra Bruell, who was unafraid to speak up during a panel she was moderating Tuesday and specifically asking for a definition of "DCO" – or Dynamic Content Optimization. Thank you for clarifying! |
| A CYNOPSIS MESSAGE FROM HULU |
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TOP OF THE MORNING (Q&A) MillerCoors knows it has a brand and a product that people are constantly thirsty for, but that doesn't mean the company doesn't want to keep up with the latest trends in marketing, streaming or advertising. Brad Feinberg, VP of media and consumer engagement for MillerCoors, is appearing on a panel tomorrow called Beyond the :30: How to Reach the New Wave of Consumers, and spoke with Cynopsis ahead of time to discuss how they keep the fizz in their marketing dollars. What makes AWNY important to MillerCoors? Feinberg: Advertising Week is a north star moment in the year where the community points us on the path forward in the evolution of modern marketing. The output of the presentations and discussions from the stage to the informal over a beer conversations become the topics we bring back to our organization that help shape our future strategy. Your panel is on reaching the new wave of consumers. What's the "new wave," exactly?
Feinberg: I disagree that this is about reaching the new wave of consumers – it is about reaching the majority of consumers. There is a reason why the networks are all investing significantly in their OTT offering. It is because this way of consuming content has already achieved critical mass. We're not talking about this as an emerging platform. For many consumers, Hulu and the like are the first stop for consuming content. MillerCoors is here in a big way because we are recruiting the new 21+ generation of beer consumers to our diverse portfolio of brands. What is MillerCoors doing to reach streaming audiences that others are not? Feinberg: It is table stakes today for brands to invest more video dollars in pre-roll streaming advertising. We’re going beyond that with custom long and short form content that brings to life our brand purpose in entertaining environments. We are also shifting how we look at product integration investments and influencer partnerships in order to drive brand penetration with someone that is hard to reach with traditional forms of media. How do you engage consumers with advertising, without turning them off? Feinberg: That is easy … we only put marketing and content out in the world that consumers are going to give a s**t about. On the flip side of beer, what's your favorite flavor of ice cream? Feinberg: One of my wife's hobbies is to make ice cream, so we've invested in a top-of-the-line ice cream maker. Therefore, my favorite without a doubt is my wife's homemade salted caramel ice cream. |
| A CYNOPSIS MESSAGE FROM HULU | | |
ADVERTISING WEEK NEW YORK BY THE NUMBERS * 4 days * Over 100,000 attendees (up from 98,000 in 2018) * 368 events, including workshops (up from 290 in 2018) * 1,244 speakers (up from 1,216 in 2018) * 396 registered press members Source: Advertising Week New York QUOTE OF THE DAY "It's not just about CPM. You have to really punch above your weight." – Laurent Faracci, EVP, Global Category Health, Reckitt Benckiser, at The Future of TV Is Now: How Brands are Scaling Success in Connected TV panel QUOTE OF THE DAY II "Wait, the food trucks are giving free food outside? This is a land of wonders." – Anonymous attendee, over lunch TOMORROW AT AWNY On Day 3 of the conference, panels include The Future of TV Is Now: How Brands are Scaling Success in Connected TV and Beyond the :30: How to Reach the New Wave of Consumers. Also look out for a Cynopsis chat with Kenshoo's VP for corporate development, Tom Affinito and Ekimetrics General Manager North America Adam Rogers, who explains that "Being technology-led can often limit adoption, overall value, executive support of long-term investment, and competitiveness."
Got something you want to share? Insights after a panel? Advice on where to find the best place for lunch? Then track down Cynopsis at one of the panels listed above, or ping newsletter reporter Randee Dawn on Twitter @RandeeDawn !
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