Tagged: TV

Cosmopolitan’s New Editor Is Bringing Her Health and Digital Know-How to Hearst


Specs
Who Michele Promaulayko 
Current gig Editor in chief of Cosmopolitan and editorial director of Seventeen
Previous gig Editor in chief, Yahoo Health
Twitter @michprom
Age 46

Adweek: Right around the time that you were named editor of Cosmopolitan, E! began filming a docuseries about the magazine, So Cosmo [premiering Feb. 8]. What was it like getting this huge job and then immediately being on a reality show? 
Michele Promaulayko: It was next-level insane. It was kind of just a trial by fire, you just get thrown in. That's Cosmo—everything's done in big fashion—but it was kind of crazy.

Did you know that you were going to be part of a TV show when you signed on to become editor?
Well, it's funny … Yes and no. Yes, in the sense that I knew about it from having read about it, but it wasn't something that factored largely into the conversation. So it was a little head-spinning, but it's such a great opportunity for our brand and also for the brands that work with us. And, I mean, what brand wouldn't die to have this? But it's a lot in your first eight weeks. It's not like they were following me around all the time—I'm peripheral [to the story]—but they were here.

You recently spent a year and a half at Yahoo. How does that experience factor into what you're doing at Cosmo, where the digital and print sides are mostly separate?
One of the things that we're doing is trying to create a little bit more fluidity between the two sides. They've been siloed for good reason. [Digital] needs to produce the abundance of content that they're producing and not be beholden to what we're doing. But we now want to help them produce content, so we're being all trained on the CMS. We have a close relationship; we talk to them all the time, we're planning stories to do together.

What did you learn working for a digital-first brand that you're applying to your new role?
One of the things I learned is how to look at a conversation or a news story that's happening and figure out what germ you're going to take from it and what you can expand on that hasn't been talked about enough. When I was working for Yahoo Health, there might be a story that on the face of it didn't seem like a health story, but if you dug down you could find something about it that was related to health. The ability to generate ideas at the drop of a hat is something that's always going to be important for content creation no matter where that content is going to live.

What kinds of changes are you bringing to Cosmo as far as editorial coverage?
I want to bring my authority and experience in wellness to the pages of Cosmo, not just because it's my experience lately but because it's such an important topic to millennial women and to everybody. The wellness coverage will be more 360, so mental health in addition to fitness, nutrition, sexual health, et cetera, because our readers tell us all the time they're looking for ways to decompress. So that's definitely an area of expansion.

From Helen Gurley Brown to Joanna Coles, Cosmo is known for having editors with very strong points of view. What do you want your Cosmo to be known for?
You know, that's a great question. I think that relationships have never been trickier to navigate than they are now with the advent of apps and even the increased acceptance of sexual fluidity and expression of that. And Cosmo has always been first and foremost a relationship guide. So while there are a lot of other peripheral things I want to do, if I can be a go-to guide for young women to help them navigate healthy, satisfying relationships, I would think that would be a huge accomplishment.

This story first appeared in the January 16, 2017 issue of Adweek magazine.
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Article originally appeared on Adweek Advertising & Branding: Link.

Marketers Can Now Track Every Time Their Brands Are Seen or Mentioned on TV

In this changing TV landscape, marketers are still unsure how people are seeing their messages, at least until Nielsen completes its total audience measurement rollout in March, but they now have a way to track all visual and verbal mentions of their brands on television.

Media measurement company iQ Media has released a platform that allows brands to search live or historical TV programming for every appearance or mention of their names or logos—or those of their competitors—in both paid (i.e., advertising) and earned media.

iQ Media's platform includes spoken-word detection technology and, in what the company said is an industry first, logo recognition technology to identify when a brand is seen or heard on TV. It also provides demographic, geographic and time-of-day stats, and lets marketers correlate the raw data with their own internal metrics.

"Our systems are designed to be able to listen and hear for the content, and to be able to distinguish whether it's in paid or earned," said John Derham, iQ Media's chief technology officer. "We get depth and breadth of content and resources in an unprecedented time frame."

Domino's Pizza, Energizer, the NHL, Red Bull and Sonic Drive-In will all be using the new platform, which makes data available to clients within a couple of hours of its appearance on TV. (Nielsen and comScore's brand-mention services take 30 days.) Marketers can enter keywords, brand names or logos for the platform to track, much like a Google alert, and use the data to measure the ROI of theirs or their competitors' major media investments, as in this automotive breakdown:

Derham said the technology records 30 frames per second and can capture a logo, such as on a shirt or hat, that appears in as little as a single frame (see below). Clients can also access six years of historical TV programming to help in media planning and trend data. 

"Most folks that we deal with in our client base know where their own ads are, because they're buying them, but they have very little insight into where their competitors are," said Derham. "It gives you an incredible amount of insight into being able to make local buys that can be in markets that are resonating, and do it in a much more timely, efficient and certain matter."

In all 210 designated market areas, or DMAs, the platform can report earned and paid media mentions. The logo and image recognition is currently only the top 100 DMAs, but the company expects it to roll out to all 210 next year.

Platform shows how Donald Trump's local ad buys paid off

Some of the platform's insights help explain Donald Trump's surprise election victory over Hillary Clinton last week, said Derham. iQ Media found that Clinton spent a far larger percentage of her campaign advertising on national buys (26.2 percent) instead of targeting specific DMAs.

Trump, on the other hand, targeted very specific markets, many of which were in swing states that he ultimately won like Florida, Pennsylvania, Ohio, North Carolina and Wisconsin. Trump spent almost as much of his ad budget in Florida (12.3 percent) as he did on total national advertising (14.1 percent).

"Over the last couple of weeks, Clinton spent a lot of her campaign money at the national level and the national cable stations," said Derham. "Towards the end of the last two weeks, Trump spent all of his money on the local markets and really spent a lot of money in the swing states, especially Southern Florida, Miami-Dade County, Philadelphia."

"[Earlier in the campaign] Trump dominated the earned media, made himself accessible, which resonated into the local markets, where [Clinton] was peppering the swing states with ads that stepped on Trump as a candidate and didn't lift her up," Derham said.

Once iQ Media's new platform is up and running, Derham has plans for expanding the platform, including providing more context references to the logos that are found.

"Are you watching a sports event—soccer players or football players? Is it an interview? Is it a boy riding a bike in a park? That will add a depth and breadth to it that will expand on some things we already have, like tonality," he said.

Derham also wants to improve the platform's reach and speed.

"There's no reason why we can't do this on any television station anywhere in the world, and there's no reason why we can't do this and bring it down to 30 seconds," he said. "We see all of those things within our parameters right now. It's just a function of how quick we want to be."

Article originally appeared on Adweek Advertising & Branding: Link.

Ad of the Day: eBay Returns to TV for the Holidays With a Campaign About Thoughtful Gifting

The perfect gift depends on the recipient. It's a simple truth that eBay is smartly playing up in its new holiday campaign.

A 30-second centerpiece spot, titled "The Giver," focuses on the range of personalized items available via the online marketplace. The camera opens on a shipping box, waiting on a doorstep.

"This is the one," says the voiceover. "The one from her favorite movie." A man removes a handbag from the box. "The one for an adventurer," the voice adds, as a woman removes what looks like a leather satchel, or the world's smallest flight jacket. And so forth.

Eventually, a little girl pulls a Barbie doll out of a box, beaming.

"Happiness is different things to different people," croons the only lyric in the bouncy soundtrack. "The gift they're waiting for, is waiting on eBay," says the voiceover, in a sort of dialogue with the singer. "That's what happiness is," the singer replies.

San-Francisco based Pereira & O'Dell created the campaign, which launches Wednesday on TV. These are the brand's first national holiday TV ads in nearly two years

"While the convenience of holiday shopping has increased, the thoughtfulness of gifting has decreased," says P.J. Pereira, agency co-founder and chief creative officer. "The holidays are about spending quality time with family and friends, and the gifts we exchange should reflect these special relationships. eBay is uniquely positioned to help people find perfect gifts for the ones they love, and the new campaign brings this idea to life."

It's a clear message, based on an insight that should be strong enough in its own right to get consumers in the proverbial door. It's also a strategy meant to answer what the retailer is framing as a vacuum in the absence of a single must-have gift this year. eBay is also citing, based on its own research, frustration among shoppers in finding deals on the presents they do want to buy.

But whether eBay is really the right place to do that—or is better suited to finding deals on a bunch of stuff you don't want—remains to be seen.

CREDITS
Client: eBay
Agency: Pereira & O'Dell, San Francisco

Article originally appeared on Adweek Advertising & Branding: Link.