Innholdsfortegnelse for November 16, 2020 i Adweek

When Ken Brook founded the blockchain ad-tech startup MetaX in early 2017, the notion of applying the decentralized ledger system behind cryptocurrency to the ills of digital advertising was still relatively novel. A prolonged rally in the price of bitcoin had brought buzz to all things blockchain, and the company received plenty of early attention. Other startups soon followed in droves. But the transparency and security promises that the tech promised failed to materialize. Some blame the lack of technical infrastructure and the fact that even to this day, many people are at a loss to explain exactly what blockchain is and even conflate it with bitcoin. Others suggest the established ad-tech order was naturally resistant to such subversion. Whatever the reason, in just two years, blockchain fatigue has clearly…

From accessing medical records to speaking to physicians, Americans are turning to mobile medicine as a supplement to healthcare coverage. Users are taking advantage of innovative mobile medicine services for convenience, control and cost—and of course, when they need additional support. An Omnicom Media Group survey found 86% of people have used an online pharmacy at least once in the past year and 41% have utilized a telehealth app in the same time period. Online pharmacies and medical apps are bridging the gap—especially for the chronically ill, new parents and people who live in rural areas. According to OMG, telehealth will become a $13 billion industry by 2021. While there is limited receptivity to ads in these environments, brands can support overall well-being with relevant, resourceful, nonintrusive content. Pam Marsh,…

Brand activations have come a long way in achieving consumer engagement. The last few years, in particular, saw experiential marketing steadily mature, from a quirky niche tactic to a full-on, multiplatform strategy. And in this new decade marketers will only see more pressure to drive creativity to achieve a successful ROI and social media traction. Here, experiential pros from across the U.S. share their insights on what’s in store. BRANDS GOING DTC WITH TICKETED EVENTS Brands like Bravo, Eater, The New York Times and Revolt have recently launched multiday, ticketed consumer events and festivals, which will continue into 2020, according to Rich Goodstone, co-founder of live entertainment and experience agency Superfly. “Experiential will continue to go beyond a one-time brand activation to a monetized offering that will open up new…

There was a time, not too long ago, that a TV set was the most substantial piece of consumer electronics in the American home. In the mid-1960s, a dashing young couple like this looking to buy, say, a 20-inch Zenith color console would be parting with around $500. In today’s money, that’s well north of $4,000. Of course, that couple would also have held onto their set for a decade or longer. Today, everything has changed. TVs are cheap (almost disposable), and they no longer have dominion in the living room. While the average daily time we all spend watching stuff is actually about the same now as it was in 1965 (6 hours versus 5½), we’re increasingly staring at laptops and smartphone screens. A 2017 Accenture survey found that…

Orchestrated photo moments Kleinhaut said brands should move away from building photo booths and floral walls simply for guests to pose, explaining that they often don’t connect with an experience’s purpose. “If an installation happens to inspire photos or look compelling in a space while also contributing to the overall message of the experience, then it has its place,” she said. The museum of everything The Museum of Ice Cream pioneered the “Instagram museum” concept when it launched in 2016, but the selfie factory model has become tired, according to Chiara Adin, cofounder and chief creative officer of N/A Collective, which creates events for Tinder and Twitter. There is no need for another museum of tomatoes, color, rosé or pizza,” Adin said. “Brands’ multiroom experiences created around a single theme…

FIND JOY IN YOUR JOURNEY I have chosen to find joy in every job. It’s a distinction that I’ve had to make that I learned pretty early on actually. Essentially, because I felt that no environment was optimized for me—they were optimized for other people. And so, if I was going to stay sane and also to be able to do the job that I really wanted to do, I had to find the joy in not just the job, but in the brand, in my colleagues, in the industry. I had to find it. And that is what has kept me so positive and optimistic. DON’T PLAY IT SAFE feel like my career has not been safe at all. I’ve probably taken moves and jumps and decisions that I’ve…