Welcome to day three of Advertising Week. Humpday! The home stretch! Tell our families we love them.
Here's where you can find Ad Age staffers throughout the day:
At 12:45 p.m. ET, Ad Age editor Brian Braiker will be moderating a panel on "the new marketing" -- featuring drones! -- for a program called "DroneWeek" with panelists from GE, Barbarian, Spark Aerial, Giant Spoon and Vice media. Did we mention there will be drones? That's at the Centennial Stage of B.B. King's on 42nd Street.
Braiker will also be moderating a panel called "The New News" with Bloomberg and Twitter -- who have promised some buzzy and new, well, news. That's at 3:30 at Nasdaq MarketSite.
Ace TV and digital media reporter Jeanine Poggi is moderating a panel at 5 with Vox called "Substance Will be Vital." Also at Nasdaq.
Then the Ad Age staff scatters to the four winds -- or rather the 4A's winds, for their gala. And also the Clios. Catch us if you can.
Oh, Advertising Week. Where else can you enjoy the dulcet tones of Boyz II Men with a little gem lettuce salad? Other than somewhere in Motownphilly.
SNL comedian Cecily Strong is emceeing the Clio Awards show at the tent at Lincoln Center, and has been benefitting from a little help from two members of the iconic '90s R&B group. We're enjoying what promises to be a four-hour event with as much wine as we can possibly find. You know, doin' a little East Coast swing like we usually do.
-- Megan Graham
The 4A's 100 Years Gala -- which is packed with nearly 900 ad execs -- kicked off with the Mama Foundation for the Arts' Sing Harlem Choir singing Pharrell's Happy. There was dancing.
The performance was followed by emcee Trevor Noah, host of Comedy Central's The Daily Show, who got a little dark and a little real. He wished the 4A's a happy birthday, and said maybe there will be 100 more, but given given the way things are generally trending, "maybe not, the world may end soon."
Jokes included a rationale for why ISIS should claim credit for the next spate of hurricanes -- and astonishment that things have gotten so dire that they'd rather have a Barack Obama, a black man!, return to the White House than endure another day of Trump.
The first Advertising Week Latin America was supposed to be in Mexico City in November 2017 . Then the earthquake happened. The event has just been rescheduled for the week of Feb. 12, 2018 "in deference to the city and the recovery effort," the organizers said in a statement.
Earlier, plans were announced for Advertising Week: Cuba x Creativity, to be held in Havana starting Nov. 28, 2016. Even though Cuba doesn't have an ad industry. Then Fidel Castro died on Nov. 25, plunging Cuba into an official nine-day period of mourning. The Cuba event, which was kind of a junket (since Cuba doesn't have an ad industry), was cancelled.
For something with no name, Bloomberg's forthcoming Twitter "network" is doing its best to generate some buzz.
The new 24/7 streaming channel will debut on the platform later this year. Bloomberg announced its first big launch advertisers earlier today.
Smith told Ad Age earlier in the day that the companies have been working closely, engineer to engineer, to develop what he's pitching as a new kind of media. "This is a new global 24-7 breaking news video network, powered by the speed of Twitter but verified by the human journalistic judgment of the Bloomberg newsroom," Bloomberg CEO Just Smith says.
This afternoon, I moderated a panel with Smith and Twitter COO Anthony Noto at Nasdaq Marketplace. They shared what they could of the streaming service.
At the panel, Smith conceded that Bloomberg has been historically leery of giving away content on platforms like rivals Facebook or Snapchat.
"We are skeptical of the relationships that other social platforms offered publishers which is why we partnered with Twitter," he said. "We are hoping to become the intelligent video news source for the cord-cutter and cord-never audience through our Twitter partnership."
Just don't call it TV.
"This is a new form factor," he said.
Amid all the craziness, I was able to sit down with Muhtayzik Hoffer Executive Creative Director and Co-Founder John Matejczyk for a chat and quick coffee (well, to get technical, a latte for me, while Matejczyk went for a cappuccino). Here's what we covered.
What's the best and worst part of Advertising Week?
What I've noticed about these things is that I could look at the videos later on YouTube or read articles and it'll be the exact same information, but there's something about being somewhere with people that helps you get it and process it in a much deeper and more meaningful way. There must be some neurochemical thing going on with how we take in information. If you're sitting reading an article or watching a video, it probably hits one little synapse, but if you're sitting with people in an environment that you relocated your body to be at, I feel like you process things in a fundamentally different way. All of a sudden my gears are turning for things I can do for my clients.
What are your goals this week?
Meeting people. We should just all agree to go to the same city one week and not have any events, a place where we can all just see each other. My goals are to meet with people, speak on some panels, share the story of what we're doing and get some new ideas.
Any celebrity sightings?
I'm bad at celebrity sightings. People usually need to point them out to me, so if I did see any, I didn't notice.
Any tips to getting through the week?
Make friends with the security guards. They want to enjoy their day, too. I had a good laugh with a security guard this morning and he actually ended up being the hype man during my session.
There were more commercials in Nielsen's "Hunting Waste: A Tale of Innovation" panel than there are on TV.
The first 18 minutes of the 43-minute presentation belonged to to Nielsen CEO Mitch Barns lecturing, er, discussing innovation. "You must be thinking, 'Is Nielsen really qualified to discuss innovation?'" Barns said light-heartedly. Most attendees likely wondered the same thing.
After an 18-minute speech (we counted) on innovations from companies that appeared to be part of Nielsen's presenting-partner package—UPS and IBM among them—Barns got to the point; Innovation isn't always about shiny new products.
And...key up the segment on how Nielsen is innovating. The company announced this morning that it's buying Visual IQ, an intelligence software company that Nielsen says will help it process large data sets and improve clients' ROI. Barns also talked up vBrand, which measures brand exposure in sports programming, which the company acquired in August. He isn't certain either of these partnerships will drive growth, but said they will be "big winners" in improving speed and efficiency.
This, in turn, led to a panel discussion led by Megan Clarken, president of Watch Nielsen, on how to improve the ad experience and eliminate waste.
Joe Marchese, head of ad sales at Fox Networks Group, professed he's pro-ad blockers and ad-free options, "mostly to wipe out the junk in the industry that's running in the background." (Note: Attendees could not block out the Barns speech, making it pretty effective advertising with 100 percent viewability.)
And because everyone loves toilet humor, Rishad Tobaccowala, chief growth officer at Publicis Groupe, went for it: "You can optimize it. You can measure the 2-second ad, the 4-second ad. The reality of it is we're pissing it away. Instead of pissing … I believe let's take a shit. Let's do a few good things" and measure those.
But don't do a few good things too often. Rob Master, VP of global media categories and partnerships of Unilever, recounts his experience with the current DirecTV ad showing Buccaneers fans in Boston or Bears fans in New Orleans. "I liked it the first two or three times," Master says. "I've seen it a hundred times. Now I'm like allergic to DirecTV. We have not managed the experience the way we need to."
Just as the conversation was really getting good, Clarken cut in. "Looks like we are on the precipice of solving the world's problems," she said, before ending the panel.
--Jeanine Poggi and Jack Neff
"The data behind marketing is often wrong. Now the industry wants to fix it," Jack Neff writes in his coverage of yesterday's panel on Data Transparency.
The ugly truth about the data that drives marketing is that it's often simply wrong. Procter & Gamble Co.'s Gillette found that out the hard way with recent publicity about its "Welcome to Manhood" 18th birthday razors sometimes going to women 19 to 50 years old.
Get the full story here!
--Ad Age editors
In journalism, they say "if it bleeds it leads," and for the New York Times that turns out to be true -- only not in the way you might think. Two of the news giant's biggest stories in both 2016 and 2017 were about matters of the heart, says Lisa Ryan Howard, senior VP of advertising, during a panel titled, "Tried, Trusted & True: Premium Publishers Deliver the Right Audience to Your Brand." And two of the best performing types of stories are science and health and wellness (more heart!). This means advertisers should be thinking beyond politics, President Trump and the Beltway when they are looking to reach news readers.
Still, to say politics isn't top of mind at every publication these days would be silly. USA Today is tapping into CMOs concerns about being out of touch with certain parts of the country by gathering data through reader panels and surveys to go to marketer and let them know how a consumer in Des Moines might be thinking differently about their product than someone in Southern California.
The panel of course got to fake news and how they are dealing with the distrust among readers that's only been fueled by Trump's attacks on the media, including his distaste for the "failing" New York Times.
But for the Times, these attacks have only helped to fuel interest. Perhaps unsurprisingly, New York Times sees a bump in traffic every time Trump tweets about the publication, Howard says. Love and science may win out, but it seems humans will always enjoy a trainwreck, too.
In its early years, Advertising Week made the strategic mistake of occurring during the opening of the United Nations General Assembly and the related inevitable traffic. This year, it came the following week, in keeping with current best practice. However, it still couldn't dodge Donald Trump, who came in Tuesday for fundraiser at Le Cirque, snarling evening traffic amid a host of NYPD directing Midtown traffic or toting machine guns.