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.
Click here to subscribe.

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.

Hannah Hart Talks Stranger Things, Memoirs and Her Hillary-esque Logo


Specs
Age 29
Claim to fame Comedian and host of the YouTube series My Drunk Kitchen; author of the just-released memoir, Buffering: Unshared Tales of a Life Fully Loaded
Base Los Angeles
Twitter @harto

Adweek: What's the first information you consume in the morning? 
Hannah Hart: I wake up to an alarm that has some affirming message or a reminder of what I'm doing. Let's say I have a lot of travel days back-to-back—sometimes you can wake up exhausted or disgruntled, so I like to write myself little love notes like "You're doing great!" or "You got this!" or "Almost there!" It really helps!

What's your go-to social platform? 
Twitter. And Snapchat. And Instagram. To be totally frank, I use Twitter, Snapchat and Instagram basically all day, every day.

How do you balance the three and decide what content goes on what channel? 
I don't overthink it too much. If I have a funny thought, I tweet it. If I see a cool thing while I'm walking down the street, I share it on Snapchat. If there's a picture I like, I post it to Instagram. It doesn't feel so much like I'm running a production; it's more innate because I just love to share my experiences. That's why I write in such personal detail in [my book] Buffering because a lot of my experiences surpass 140 characters on Twitter or a six-minute YouTube video.

Why did you decide to write a memoir?
I studied literature in college. I've always been an avid reader, and memoir is my favorite genre. I really respect people who put themselves out there and share their stories. There are so many books that have made me feel less alienated in my life—David Sedaris' books, The Glass Castle by Jeannette Walls. I wanted to use my platform to share my story for anyone, for people who experienced things similar to myself growing up.

What are you reading right now?
I'm reading a really wonderful book called 10% Happier by Dan Harris. It's about his journey and how to live a peaceful life inside but still maintain your edge and stay competitive.

Any favorite TV shows? 
I started watching Stranger Things, and it is fantastic. It's like The X-Files all over again. It's really intense. I don't watch a lot of TV, though. It's kind of funny because I wish that I consumed more media, but when I'm actually home, I just want to do laundry!

How about apps?
I really like this app called Dysh. It's a great way to take pictures of your food at restaurants and give them ratings. It's like Yelp meets Instagram. If you're a food person, definitely check it out.

I have to ask about your YouTube logo because the "H" with the arrow through it looks so similar to Hillary Clinton's campaign logo. Who came up with it first?
[Laughs] It's so funny—when Hillary started her campaign, I got so many tweets from people that were like, "Hannah, what are you gonna do?!" I came up with the logo with a friend of mine five years ago, so technically, yes [mine was first], but I highly doubt it ever crossed Hillary Clinton's path. And I'm totally down with the H Boss, man.

This story first appeared in the October 31, 2016 issue of Adweek magazine.
Click here to subscribe.

Article originally appeared on Adweek Advertising & Branding: Link.

Chris Matthews on What The West Wing, House of Cards and Veep Get Right About Politics


Specs
Age 70
Claim to fame Host of MSNBC's Hardball With Chris Matthews (weeknights at 7 p.m.)
Base Washington, D.C.
Twitter @HardballChris

Adweek: What's the first information you consume in the morning?
Chris Matthews: History. I start the day knowing most of what's happened in politics since World War II, so it's always there as a point of comparison. Everything is a mash-up of past and present in my brain. For instance, [Alicia Machado] is very much a case of how you treat the little people if you're a big shot, and this is what happened with [Republican presidential candidate Thomas Dewey] back in '48 when he yelled at some train conductor and said he ought to be fired because he accidentally jolted the train, and that really hurt Dewey. These things happen in patterns.

Where do you get your news?
I start my day very traditionally. I go out in the driveway and pick up the New York Post, The New York Times, sometimes The Wall Street Journal. I look at the front page, then I might check the Philly scores, then I'll read the op-eds, then I'll go back and go through the political section. I like Maureen Dowd [at The New York Times] and Peggy Noonan at the Journal. The international overnight and Playbook come in my email [in the morning]. And there is a half-inch pile of clips that I get in the afternoon to read.

What TV shows do you watch?
I never missed an episode of Downton Abbey or House of Cards. I think I've seen all of Veep. I like Madam Secretary. I tried to watch The Affair for a while, but I couldn't watch that anymore. It was too depressing. I tried to watch Ray Donovan, but that was depressing, too. But I'm really a movie buff. I've had a philosophy about feature films all my life, basically, that feature films are always about the present, even if it's a period piece or historical drama. If you want to understand our culture, go to the movies. In fact, I love watching old movies because I can tell from the movie what was going on that year.

Have you seen any movies recently that do a good job of showing the current political climate?
I saw Hell or High Water, which is getting back to that antihero thing from the '60s where the good guys are the outlaws, which is fascinating. It's sort of about the current times, too, because the bad guys are the banks and somehow they're responsible for everything bad. The movie never connects it up very well, but that's the idea. You get the spirit of the Elizabeth Warren and Bernie Sanders point of view. I think the millennials will like that film.

And as far as political TV shows, which ones do you think really get it right?
Well, there are different aspects. The West Wing captured the total loyalty and devotion of the White House staff to the president. House of Cards is correct in one regard, that people who are elected to the House of Representatives, for example, really do try to project years, even decades ahead to where they're going to be in the pecking order and how long it will take them to get to a position of real authority. I imagine Veep is accurate in the sense that the vice president is often overlooked by the president's people in every administration. The vice president is totally under the president's control; it's not really a partnership. That's pretty interesting.

This story first appeared in the October 17, 2016 issue of Adweek magazine.
Click here to subscribe.

Article originally appeared on Adweek Advertising & Branding: Link.