Old Spice Debates: It’s a brave man who questions ad industry orthodoxy. One touchstone of the ad world is the brilliance Old Spice Guy campaign. The Wieden + Kennedy-created effort has been awarded high and low in ad circles for bringing new life to the P&G brand. But at Ad Age, brand strategist Jonathan Salem Baskin is unimpressed. He calls the campaign “a textbook example of why every brand doesn’t need a content strategy, and maybe why it isn’t so old-fashioned to focus marketing on selling things instead of being entertaining.” Ouch. But is that so? As my former Adweek colleague Andy McMains was quick to point out, the Old Spice campaign is credited with driving strong sales growth, as evidenced by its Effie award, which recognizes creativity that actually sells stuff. Of course, it’s hard to unpack what’s to credit for those type of things, but there’s little doubt the Old Spice campaign revitalized its place in the market. There’s certainly the suspicion, however, that the ad world loves the Old Spice Guy far more than average people.
Stat of the Day: 50 percent of Netflix subscribers view video via their game console. At Hulu, 89 percent watch via their computers. Source: Nielsen
Whither the Daily: Amid all the hubub about the fate of the Murdochs hangs a question: What’s going to happen to The Daily? The iPad-only publication was Rupert Murdoch’s baby — apparently the idea for it came to him in a dream — and the uncertainty swirling around NewsCorp only heightens the precarious ground on which The Daily stands. The New York Observer tackles the question, highlighting the fact that The Daily editor in chief Jesse Angelo is a Murdoch favorite. While the Oberver predictably focuses on personalities, the fate of The Daily might hinge more on its strategy of being a daily-only publication in a real-time era.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.