Younger consumers put a lot of stock in the opinions of their favorite influencers. That's become increasingly evident in the era of social commerce, with 73% of Gen Z consumers and 68% of millennials saying they look to creators to inform their purchase decisions, according to a study by Northwestern University and commissioned by LTK....
The role of the social media manager is not a quiet one. New platforms, changing behaviors and fast-moving cultural trends make it a tumultuous landscape. At ADWEEK's Social Media Week event, experts discussed the future of Instagram, the use of X and brands' involvement with community-driven platforms. Brand strategist and culture writer Peyton Dix; author...
Businesses know they need to be on LinkedIn to find employees and interact with other companies. But it hasn't necessarily been a pillar of brand strategy - creating an identity and finding prospective audiences can sometimes feel challenging if some consider posting on LinkedIn "cringe." Melanie English, director of social marketing at LinkedIn, said on...
Bravoholics, you might want to sit down. Top line NBCUniversal confirmed today that BravoCon is out for 2024, with the event not returning until 2025. Instead of the annual fan convention, NBCU will host a series of Watch Party by Bravo events this year. Between the lines The news of BravoCon's delay is somewhat surprising,...
When Sponsorship Research International polled 7,000 consumers in 1995 to see how well they recognized brand logos, it found that the McDonald's logo trounced the Christian cross: 88% of consumers identified the golden arches, compared to 54% who could identify the religious symbol. In today's attention economy, the potency of logos is crucial, especially for...
More than 50 million Americans have chronic sleep disorders, according to the Centers for Disease Control and Prevention, while as many as 84 million adults routinely miss out on the recommended amount of shut-eye. But the folks who star in the new Mattress Firm campaign are not among that crowd. In fact, they sleep like...
"Some brands are blocking your website." A publisher received this news in February from one of its supply-side platforms, but neither the publisher nor the SSP knew why. After some digging, the block came from an adtech tool from DoubleVerify to help brands block made-for-advertising websites (MFA), a vogueish industry catch-all term for websites designed...
A delicious smell can inspire cravings and lure passersby into a restaurant. McDonald's put that power to the test by deploying a series of billboards diffusing the scent of its bestselling french fries. Amsterdam-based agency TBWA\Neboko collaborated with Raul&Rigel, a production company specializing in fabricating unusual billboards, to produce a series of unbranded, blank red...
No one appreciates an influencer more than I do. I've been a believer in real people sharing their points of view and building platforms long before Instagram existed--I touted the power of message forums, bloggers and YouTube haul videos (remember those?) back in the early days of social media. In 2010, I co-founded the first...
When it comes to NCAA ratings for 2024, it's a whole new game. Sunday's 2024 NCAA women's championship between Iowa and South Carolina, a 3 p.m. ET tipoff airing on ABC and ESPN, scored an average of 18.9 million viewers, blowing by the men's championship game on Monday, which had 14.8 million (live+same-day) across TBS,...