Every important technology goes through a hype cycle. You’ve probably seen the Gartner Hype Cycle diagram: inflated expectations, followed by despair and eventually a pragmatic understanding of the technology’s value. World-changing promises tend to turn into mundane reality — if they don’t fall off the roller coaster entirely. Read More
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Call it the little family tree that could: Almost no other brand took root during the Olympics like Ancestry.com, running 14 TV commercials during the two-week sports extravaganza that ended on Sunday. DirecTV, with 29 ads, was the only individual company to run more spots.
Forty-one brands ran campaigns that entailed television, display, native, video and mobile ad units, including names such as Dunkin Donuts, Verizon, Walmart and the Warner Bros. film War Dogs. Also, digital native advertising drew 107 media buyers, which represented 19 percent of all advertisers and 26 percent of digital ad buyers.
All of those numbers hail from MediaRadar, which, from Aug. 1 through Aug. 20, looked at data from NBC and aggregated stats from more than 6,000 websites, evaluating the kinds of placements Summer Olympics advertisers are buying across TV and digital mediums. (Radio and billboards are not included.) Exact dollar figures are not available, but the tech company's thorough methodology (find a full explanation at the bottom of this story) suggests this is an accurate glimpse into brands' spending activity.
Meanwhile, the top category for advertisers was media/entertainment, beating second-place automotive, per MediaRadar.
Here are two charts that highlight some of what the New York-based player learned:
MediaRadar's system can reasonably estimate TV ad buys through client data and extrapolation. Its methodology for measuring digital buying is more nuanced and relies on a proprietary program called Placement Score, a composite score that weighs different elements of an online buy to help determine its scale and size. Such elements include ad type, location, density on the page, media format and frequency of a campaign. Each is assigned a value that's calculated into the overall Placement Score. The metric is designed to help you compare the size of buy between advertisers or a brand's spend on competing websites.
According to MediaRadar, native and video efforts—or campaigns with higher viewability—will be weighted larger than standard box or run-of-site banner ads. So, for example, if Advertiser A has a Placement Score of 20,000 and Advertiser B has a Placement Score of 10,000, you can make the assumption that Advertiser A spent twice what Advertiser B did in the same time frame.
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Team USA reached 105 medals at the Summer Olympics in Rio on Friday, keeping the nation atop the medal count. Here's what marketers need to know about the last 24 hours of the Olympics:
Team USA Now 40 Medals Ahead of China
The U.S. added two medals to its total count Friday night, putting Team USA in the lead by 40 medals. Team USA won the gold in the women's 4×100 relay and the silver in the women's pole vault. (SB Nation)
Here's the total medal leaderboard as it stood going into Saturday, according to NBC Olympics:
United States: 105
Great Britain: 60
Gold for U.S. Women's Relay Team, Felix Sets a Record
Team USA's Allyson Felix became the most decorated woman in Olympic track and field history on Friday as she won her fifth gold. The medal came alongside her fellow 4×100 relay winners: Tianna Bartoletta, English Gardner and Tori Bowie. This marks the second consecutive Olympic gold for the U.S. in the 4×100. (CNN)
U.S. Men's 4x100m Relay Team Loses Rio Bronze, Files Appeal
The U.S. track and field team was disqualified in the men's 4x100m relay final, denying them the bronze, and the team has filed an appeal. The team was disqualified after Americans Mike Rodgers and Justin Gatlin passed the baton outside the exchange zone according to judges, but the Americans say there was no infraction. (FOX Sports)
Usain Bolt Wins 4x100m Gold Medal in His Final Olympic Race
Usain Bolt, the fastest man in the world, took the gold in the final Olympic race of his career on Friday. Bolt, of Jamaica, is tied for the most career Olympic track and field gold medals with Finland's Paavo Nurmi and Carl Lewis of the U.S. (NBC)
Q&A: Nike's CMO on the Brand's Olympics Campaign Highlighting All Kinds of Athletes
Nike's chief marketing officer, Greg Hoffman, spoke to Adweek about the brand's latest campaign, created by Wieden + Kennedy in Portland. The campaign could be one of the brand's most inclusive yet, including Sister Madonna Buder (the "Iron Nun") and U.S. transgender athlete Chris Mosier. (Adweek)
In Pole Vault, a Near Miss for U.S. Means a Gold for Greece
U.S. women's pole vaulter (and first-time Olympian) Sandi Morris lost her chance at gold when she barely grazed the bar, costing her a vault that could have put her on top. (She technically tied with gold medalist Ekaterini Stefanidi of Greece for best height, so the final decision came down to who had the fewest misses overall.) But silver was still a huge win for Team USA, especially after reigning gold medalist Jenn Suhr was battered by a weeklong virus, effectively taking her out of the running. (Team USA)
U.S. Swimmer Gunnar Bentz Apologizes for Gas Station Incident, Says Video Footage Missing
Ryan Lochte alleged that he and fellow swimmers were robbed at gunpoint while in Rio. The story as it was told turned out to be untrue, but U.S. swimmer Gunnar Bentz apologized Friday for his role in the scandal. He also said missing surveillance footage from the incident would prove that the swimmers were held at gunpoint after their tussle with a security guard and told to leave money. (USA Today)
NBC's Olympics Ratings Rebounded a Bit Thursday Night
Thursday was an inspiring night in Rio—Team USA's Ashton Eaton won the gold in the men's decathlon and Usain Bolt earned a third gold medal in a row in the 200 meters. 21.7 million viewers tuned in Thursday, slightly up from Wednesday night, but still one of the lowest-rated nights of the Olympics so far. (Adweek)
Triumph, Cuteness and Controversy Make the Olympics a Messy Mix on Social Media
Media technology player 4C reviewed the highlights and lowlights of Thursday's Olympic games. The buzziest moments on Facebook and Twitter came from a handful of moments, including Usain Bolt winning the 200-meter gold 572,746 engagements (likes, comments and retweets) and Alistair and Jonny Brownlee taking the gold and silver in the triathlon. (Adweek)
Huffington Post and Samsung Are Spotlighting Rio's Untold Stories With 360° Video
The Huffington Posts virtual reality studio, RYOT, has partnered with Samsung to tell stories at the Olympics using Samsung's new Gear 360 camera. Those stories are about Brazilian culture and life in the city. (Adweek)