Roku, looking to capitalize on the continued swell of advertiser interest in streaming, is giving marketers another tool to measure ad campaigns’ reach and effectiveness across its OTT offerings.The streaming platform is rolling out new tools to let advertisers review their linear TV campaign performances and model the possible streaming audiences they can reach if they shift advertising budgets to Roku.The tools, called Activation Insights, model what happens to a campaign’s reach and effectiveness if advertisers reallocate different percentages of their budgets to OTT, and they provide advertisers with an “optimal budget spend” estimate to recommend the dollar amount that advertisers should shift to Roku’s OTT platform.Alison Levin, Roku’s head of global ad sales and strategy, said the goal is to show advertisers how OTT can benefit them and their media campaigns.“When we meet with clients, one of the largest questions that always comes up for us—and one of the larger reasons the shift [to OTT] hasn’t happened quicker—is because brands haven’t been able to understand or haven’t had the data to know how much of their budget they should move from linear to OTT,” Levin said.“We’ve been completely focused on helping to solve this industry question.”
1
LinkedIn’s quarterly update to its Sales Navigator lead-management dashboard features a redesigned homepage with a focus on alerts, among several improvements.Vice president of product management Doug Camplejohn said in a blog post that the redesign will make it easier for teams using Sales Navigator to identify changes at companies, locate relevant prospects and determine the next steps in their relationships.He wrote, “When we changed the homepage experience from a feed to alerts, we didn’t want to just re-create everything that was there before: We wanted to give you more controls to filter the signal from the noise, and action buttons so you could quickly jump to the next step.”A lead started a position at a new company.Someone at a saved account viewed your profile.A lead was mentioned in the news.
4
Are you still waiting in line at the supermarket?French retailer Monoprix goes back in time—way, way back—to show us the inherent misery in queuing up and the way one opportunistic Early Man tries to game the system.(It involves a number of underhanded tactics including a poisonous snake, fake pregnancy, Pterodactyl attack and strategic pantsing, the loincloth version).To promote the app called “Monoprix et Moi,” agency Rosapark created a cinematic two-minute video filled with sight gags and guttural chatter that follows one determined Neanderthal as he methodically (and hilariously) picks off the Cro-Magnons ahead of him in the chow line.“Really, who hasn’t tried to get out of standing in line?” the brand asks, noting that Sapiens of yore had to be cunning and clever (and ruthless) to get ahead.Or at least, we know how to download a fast-pass app by which we can pay directly from our smartphones and skip the whole checkout process.
3
Sloppy mistakes in your sales listings equal low sales on Amazon.Image credit: Michael Short | Getty ImagesOpinions expressed by Entrepreneur contributors are their own.But people who settle for this spend much of their time being disappointed, frustrated and poorly compensated as a result.The range of quality is vast: from product listings with a single, grainy photograph, a few vague bullet points and zero reviews to highly optimized, lengthy listings with professional photographs, extensive and highly descriptive copy, and thorough technical details.The more expensive or technical your product is, and providing the market volume exists for it, the more you’ll want to increase the time and effort you pour into these listings.
Effective B2B influencer marketing is rooted in brands developing and nurturing relationships—relationships with individuals who have the relevant topical expertise, reach, and resonance to align with the goals of the brand.Of course, those relationships are often cultivated in the digital realm via social media, email, and audio or video conferencing.But there’s simply no replacement for face-to-face communication—and B2B marketers may have more chances than they know to proactively facilitate interactions or take advantage of in-person opportunities as they arise.If one or more of your warm or targeted influencers or another representative from their brand are delivering a keynote address or are part of a learning track that’s relevant to your audience, plan to attend their sessions and amplify the insights they share via social media, blog content, or both.Giving influencers this kind of thoughtful attention benefits everyone, helping you:Deliver your wider digital audience with credible, relevant, and valuable content.
Editor’s note: Given that ROI remains a most frequently asked topic in the industry, we updated this original Chief Content Officer piece from a few years ago to help you answer the ROI question today.And, while there are opportunities to optimize expenses using content marketing, it can be a limiting and frustrating way to calculate the overall content marketing ROI.Mercantilist John Wannamaker was made famous by a quote he never said in the late 1800s, “I know half my advertising is wasted; the trouble is I don’t know which half.”Consider the last line from a 1964 article, The Concept of the Marketing Mix, by Neil Borden, then-professor emeritus of marketing and advertising at Harvard Business School.Skip ahead almost 25 years and consider a comment in the book Marketing Performance Assessment from 1988:The assessment of marketing performance, often called marketing productivity analysis, remains a seductive but elusive concept for scholars and practitioners alike.
Former Mic Publisher Cory Haik has been named Vice Media’s new chief digital officer and will prioritize audience growth, platform partnerships and “digital product innovation” for the media company, Vice said today.Haik will report to CEO Nancy Dubuc and work out of Vice’s Brooklyn office.She will oversee the updated vice.com, where the site’s distinct channels, which previously had their own websites, now redirect to vertical pages on the main site.“Having been on the frontlines of digital for the last 20 years, Cory is the total package and a perfect fit for Vice as we build our executive team,” Dubuc said in a statement.Haik has been on Pulitzer-prize winning teams for The Times-Picayune’s Hurricane Katrina coverage and at The Seattle Times’ coverage of a police officer shooting.She also worked at The Washington Post developing new digital tools and, most recently, served as publisher of Mic.
7
Seven female-founded brands are taking a vocal stand for reproductive rights in a full-page ad in The New York Times today, encouraging other brands to do the same.The founders of the seven brands—Clary Collection, Cora, Dame, Fur, LOOM, Sustain Natural and Thinx—all signed the letter, which starts with the capitalized proclamation “Abortion is:” and finishes the fill-in-the-blank with a number of completions: “A human right.The ad continued, encouraging other brands—and in particular, female business leaders—to be vocal in their support of reproductive and abortion rights for women.Today, we loudly and boldly declare that we will not be silent in defense of fundamental human rights and we challenge our peers in the business community to do the same.Together, we can defeat these unconstitutional attacks on our rights.”The decision to place the ad in the Times comes in response to the abortion restrictions that have recently been signed into law in Georgia and Alabama, in particular, which saw Governor Kay Ivey sign a near-complete ban on abortion in the state without exceptions for rape or incest.
It’s no secret that as outdated perceptions and legal barriers dissipate, brands are rushing into the cannabis space.Those seeking to do so, however, have to navigate a web of legislation and cultural norms, so perhaps it was only a matter of time before a global agency specializing in the space emerged.Co-founded by former president and managing director of Vice Canada Ryan Archibald and media entrepreneur Ted Chung, a longtime business partner of Snoop Dogg, Gram by Gram officially launched today.The agency focuses on helping cannabis brands grow from inception to scale.Gram by Gram grew out of Merry Jane, the cannabis culture digital platform co-founded by Chung and Snoop Dogg, with existing client relationships from early operations."The whole vision of what we're putting together is that we're going to continue to grow around the world as legalization starts popping up more and more."
Postal Service said it will test autonomous 18-wheelers from TuSimple in a two-week pilot between distribution centers in Phoenix and Dallas.The trial will include five 2000-mile, 22-hour roundtrips in Arizona, New Mexico and Texas.According to TuSimple, the freight that moves along the I-10 corridor—a 2500-mile route from Jacksonville, Fla. to Santa Monica, Calif.—accounts for 60 percent of the economic activity in the U.S., so TuSimple expects this to be a central route moving forward.And, like many trials of this nature, a driver and safety engineer will be aboard the self-driving 18-wheeler to monitor performance and ensure public safety.In a statement, the USPS said it’s conducting the test to find “a future class of vehicles which will incorporate new technology to accommodate a diverse mail mix, enhance safety, improve service, reduce emissions and produce operational savings.” The rep also noted the USPS receives no tax dollars for operating expenses and relies on the sale of postage, products and services to fund its operations, but did not comment further.TuSimple pointed to a reduction in fuel costs, enhanced safety and improvement in “fleet utilization rate” thanks to longer hours of operation.
Gap is the latest brand to reveal its plans for LGBTQ Pride Month, which officially kicks off in June.The “Love All Ways” campaign, which coincides with the retailer’s 50th anniversary, puts a spotlight on the family of Jodie Patterson, an author, LGBTQAI advocate and mother of five children, one of whom is her transgender son.Patterson recently wrote The Bold World: A Memoir of Family and Transformation, which shares her experience raising a transgender child.In a series of spots, Patterson and her “chosen” family—friends, relatives, mentors, neighbors—are captured in black and white films that explore the very definition of “family” and what it means in today’s world.The retailer has also released a dedicated Pride-themed collection that includes clothing and accessories for men, women, kids and babies.From May 26 through June 6, Gap will donate 15% of sales from the Pride collection to the United Nations Foundation in support of U.N. Free & Equal, a campaign that promotes equal rights and fair treatment for lesbian, gay, bisexual, transgender and intersex people globally.
Higher prices from retailers like Walmart and Macy’s are a fairly predictable outcome of the U.S.-China trade war.The ability of Chinese fans to tune in to the Game of Thrones finale is arguably less so.And yet that’s precisely what happened on Sunday—at least according to the Wall Street Journal.While 19.3 million U.S. consumers were able to watch the series finale on Sunday, the Journal says fans in China were thwarted by transmission problems on HBO’s streaming partner, Tencent Video.A rep for HBO told Adweek, “There was no issue with the delivery of the episode.”However, while a promo for the finale is streaming as of May 21 with pre-roll ads for quick-service restaurants KFC and Pizza Hut, an automatically translated update on the series’ Tencent Video page says, “We are sorry dielectric problems due to current on the line is not on track.” And on the preview itself, there’s a message that reads, “I am very sorry that due to the media transmission problem, episode 6 cannot be online as scheduled.”
While on the surface it may seem like podcasters and social media influencers have very little in common (namely, we can’t see podcasters or what they are eating or how cute their pet is), there may actually be a great deal we can learn from the early days of influencer marketing to help brands make the most of the podcast explosion.There are some less than obvious similarities between podcasters and influencers that lead me to believe we have learned some of these lessons before.When influencers first started cranking out OOTD posts, beauty tutorials with indie brands, DIY life hacks and haul videos, they were hard to discover.The people who managed to find these influencers in a sea of Instagram and YouTube content earned real cache when the exposed their friends to them.They were considered the tastemakers of their social circles.Podcasters are in a very similar situation right now.
1
Image credit: chombosan | Getty ImagesOpinions expressed by Entrepreneur contributors are their own.When you’re new to ecommerce, your time is usually spent on binary decisions and tasks that help you get closer to launching your business: You decide what products you want to sell, who your audience is and how you’re going to reach those people.In the early days, you'll focus on putting the building blocks in place to ensure that you can successfully launch your business.Knowing the analytics behind every aspect of your ecommerce business will help you make informed decisions about which areas to change and which to optimize, and when.To do so successfully, start with these four metrics:
The Cannes Lions Festival of Creativity announced this morning that Apple will receive the Creative Marketer of the Year honor at this year’s festivities in Southern France next month.Tor Myhren, vp of marketing communications for the tech giant and former creative lead at Grey, will accept the award on Friday, June 21, the final day of the event.Apple follows Google and Burger King, which won the award in 2018 and 2017, respectively.According to the statement from Cannes and parent company Ascential, the award “recognizes an organization that demonstrates sustained creative excellence in the marketing of their products across multiple platforms and distinguishes itself by embracing collaboration between partners and agencies to produce truly outstanding creative communications and marketing.”People familiar with the selection process said Cannes’ Creative Marketer of the Year designations are based primarily on two factors: the brand’s history as an award-winner and its willingness to play a prominent role in the festival itself.Apple has indeed won a considerable number of Lions, beginning with the historic 1984 Super Bowl ad, which won the Grand Prix at Cannes that same year.
A recent survey of 2,000 Americans conducted by Life Storage revealed that the average move entails two nights of lost sleep, two arguments with a partner, and two crying jags.Nearly a third of Americans consider moving to be more stressful than interviewing for a job, and 13% say that a week in jail would be easier than a move.And Home Depot is hoping they’ll make pretty good customers.As America enters moving season—over 80% of moves happen between April and September—Home Depot is reaching out to Americans in the process of uprooting their lives to go somewhere else.Starting earlier this month, the 41-year-old home improvement chain started rolling out in-store workshops, how-to materials and social media outreach, all designed to remind miserable movers that they can find both materials and help at the big-box store.In response to these findings, Home Depot has set up a mover’s landing page, and select stores have scheduled live workshops to teach attendees how to change those locks (and patch those walls, and apply til, and put down new flooring, etc.).
On Friday, Adweek spoke with AB InBev vice president, consumer connections and draftLine lead Joao Chueiri about the development of draftLine and what we can expect from the shop in the future.Joao Chueiri: In-house agencies have been a rising trend, and to us, draftLine is a new milestone because we have the scale and a lot of consumer data to help us take [the approach] to the next level.There was a lot of concern for us to be more agile, to use the abundance of insights we have about our consumers to create meaningful content in a more local and a more personalized way.What was the timeline around the creation of draftLine?We started in May of last year, working with Michelob Ultra, and [we] wanted to learn from the model.[Back then,] it was maybe a handful of people, and now we have more than 50 on staff working for all the brands in the portfolio.
2
The issue of bee population decline may be a cute cause célèbre in some corners, but it is a severe problem that demands consistent attention.According to research, honeybees perform 80% of pollination and 70% of the top human food crops—which supply about 90% of the planet’s nutrition—are pollinated by bees.The pervasive use of pesticides and climate change are two factors in this devastating loss of the world’s ecosystem.McDonald’s, with close to 38,000 locations in over 100 countries, certainly has an impact on global food supply and likely a vested interest in ensuring that bees can keep doing their work for this reason.To that end, Sweden’s franchisees are experimenting with beehives on top of some restaurants in the country.Celebrating World Bee Day and part of the brand’s sustainability efforts in Sweden, McHive is precisely what you think it is: a beehive that is a diminutive replica of a McDonald’s store.
4
Celebrity endorsement of wellness trends truly jumped the shark with the news that the wholesome lifestyle guru Martha Stewart plans to link with leading cannabis company Canopy Growth to develop and market a range of CBD products.In the past month alone, we’ve been worrying whether the ketogenic diet can lead to unsavory body odor, digesting the idea burned toast can give us cancer and staying up all night wondering if moon milk can really help us sleep better.Far too often the debate surrounding the issue of wellness is focused on social media opinions, not those of healthcare professionals.The high-fat, low-carb diet is the celebrity weight loss program of the moment.Keto devotee Al Roker said Michaels was full of “bad ideas” and presenter Andy Cohen called her “a jackhole.”The argument went national and multimedia without physicians or nutritionists weighing in.
5
Snap Inc. promoted Derek Andersen from vice president of finance to chief financial officer.Andersen replaces Tim Stone, who left Snapchat’s parent company earlier this year.In addition, Lara Sweet, who had been serving as interim CFO and chief accounting officer, is shifting over to the new role of chief people officer.Andersen and Sweet report to CEO Evan Spiegel.Sweet will oversee the company’s global talent acquisition and management strategies and processes, human resource functions and the “overall team experience,” also continuing as CAO until a replacement is named.Spiegel said in a release detailing the two appointments, “Derek has played a critical role in building our finance function since joining Snap almost a year ago, as well as leading our cost-efficiency initiatives and strategic planning processes.
7
More

Top