This Week In Social: And The Winner Is

 

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Let’s back up for the two of you who may have missed what happened Sunday night. In a historic turn of events, Oscar presenters announced the wrong winner. At least it wasn’t the biggest announcement, like the last award of the night for Best Picture. Oh, wait, it was? Oops. 

And just like that, the Moonlight crew lost their big moment. The film’s win will always have an asterisk denoting the historical blunder. 

If 2004 taught the country about the hanging chad, it seems 2017 will teach us how many envelopes exist off stage for Oscar categories, how easy it is for a presenter to walk in front of the mic with the wrong envelope, question that the information is not correct, proceed forward with unwavering confidence, and finally announce a film that didn’t actually win. 

Twitter came out of this as the real winner of the evening with its memes and reactions. This serves as a nice reminder of why the social media platform is still important during live events.

 


eMarketer’s Digital Video Advertising Best Practices

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eMarketer released 2017 Best Practices for Digital Video. Full report here.

Key Stat: Led by especially strong momentum in mobile video, US digital video ad spending will grow at double-digit rates every year through 2020, culminating a total of $17.95 billion at that time.

15 tips:

  1. Buy Audience First
  2. Refine Targeting
  3. Refine Metrics
  4. Use Third-Party Verification
  5. Stop Making Digital Ads from TV Scraps
  6. Tailor Ad Formats to Platforms, Devices, and Content
  7. Keep Video Ads Short, and Brand Early and Often
  8. Personalize It
  9. Convey Authenticity
  10. Pick the Right Time and Place to Go Live
  11. Tread Carefully with Messaging Apps
  12. Use Video to Drive Performance
  13. Get Smart About Fighting Fraud
  14. Fight Ad Blocking with Good Ad Experiences
  15. If It’s Too Good to Be True …

Get the full report here.


2017 Academy Awards Post Low Ratings

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Despite the fail of incorrectly awarding Best Picture, one of the biggest live blunders and social media moments in history (more below), the 2017 Academy Awards posted the smallest 18-49 ratings in at least two decades.

32.9 million viewers watched the 89th Annual Academy Awards, according to Nielsen. It’s the second lowest-rated Academy Awards telecast since 1974, which is as far back as Nielsen telecast data goes. 

The show was poised to do well. 2017 was a great year for film and the political climate set the stage for some big moments.

It started strong and had a number of noteworthy moments. Kimmel’s opening monologue (watch here) got political and many brands including Walmart, Cadillac and The New York Times invested in custom spots for the show. Rolex had a spot (which featured Bill Paxton whose death was announced earlier in the day – watch here) celebrating film and the watch brand’s role in cinema over the years.


This Week In Social: The Internet’s Most Divisive Cookie

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by Melissa Santiago

Everyone has seen these cookies. They magically appear for any and every occasion and holiday. Apparently, there is a corner of Twitter where people think these are, “bottom of the barrel, flavorless piece of sh*t things they have the nerve to call cookies.”

After Twitter user @taysux posted that in a tweet with a photo of the cookies, Twitter jumped to defend the cookies. 

A few came to Taylor’s defense. Sadly, they are all wrong. Refinery 29 aptly stated, “if they’re flavorless, then all sugar cookies are because THAT IS THE FLAVOR, TAYLOR.”

That IS the flavor, Taylor. And go ahead, pass those cookies by. That leaves more for those of us who appreciate their soft, sweet, cakey goodness. 


Intel Drone Serves Assists in NBA Dunk Contest

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Intel drones. Is it just me or are they amazing athletes? I mean, they made a remarkable appearance during Super Bowl 51 and then they were assisting “10″ scores in this weekend’s NBA All-Star Dunk Contest.

During Saturday’s NBA Slam Dunk Contest, Orlando Magic forward Aaron Gordon used Intel’s “AscTec Neo” drone to perform one of his dunks — the first ever to be completed with assistance from a drone. 

“There it is, the Intel drone!” TNT announcer Kevin Harlan said on the national live broadcast as an Intel logo appeared on screen. “Fresh off the Lady Gaga Super Bowl halftime performance.”

Apparently, Gordon approached Intel with the idea as noted in an Intel press release (Gordon’s mom has been an Intel employee for 35 years). Maybe he thought this would be the 2017 version of Dee Brown’s 1991 Reebok Pump dunk.

A bit heavy-handed with the integration but a great example of how brands can insert themselves in a meaningful way to league events.

Watch the dunk here.


Gatorade & NBA Partner To Create G-League

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The NBA is rebranding its developmental D-League in partnership with Gatorade to be called the G-League. This marks the first time a U.S. professional sports league has had an entitlement sponsor. 

The NBA made the announcement via a press release and YouTube video.

The NBA has been shopping for a naming sponsor since 2014. “For the D-League to go to the next level, one of the top items on our agenda is potentially selling a naming-rights deal for the league,” NBA Commissioner Adam Silver told USA Today

Gatorade has been affiliated with the NBA since the mid-1980s. PepsiCo, which owns Gatorade, replaced Coca-Cola as an official sponsor of the NBA in 2015.


AAA’s Insurance Group Launches New Effort Via MH

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by Maureen Morrison

Imagine you’re sitting in your living room watching TV, minding your own business. You look out the window and see a delivery drone hurtling toward your house, smashing through the window just a few seconds later. Will your home insurance cover that broken window? Is your insurance company even thinking about burgeoning technology like delivery drones? Good questions! 

This week our client, California State Auto Association, part of AAA’s Insurance Group, is launching an ad with that very scenario playing out. AAA might be a 100-year-old company, but it promises that a changing world is nothing new — reassuring members that whatever the future may hold, AAA is already thinking about it. “The future: it keeps bringing new surprises,” says the voice over. “But for over 100 years, AAA has been ready to help — like creating home insurance, built to protect members, whatever comes next.”

“We know the world around us continues to change and we wanted to create work that shows that AAA will continue to provide the best insurance coverage for what’s ahead,” says John Ingersoll, CSAA Insurance Group, Vice President Brand Marketing and Customer Experience. 

Check out the video.

 


The Dictionary Will Not Be Silenced

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A few months ago, we wrote about the sudden sauciness of the Merriam-Webster Dictionary’s Twitter account, but post-inauguration, their snark has reached a whole new level. In a recent interview with their social media manager, she tells Digiday: “We’ve been doing a lot of interesting things for a while. And we’re not political, so I hope people don’t hang around and just get disappointed after.”

Politically charged or not, their Twitter account has been savage with their timely commentary, subtweeting of political figures, and their relevant pop culture references. It’s hard to believe their claim to being non-partisan when it comes to tweets like this, but regardless, it’s enjoyable and educational. And anything we do to broaden the social media vocabulary of America beyond “on fleek,” is welcome on my timeline.  


Grammys Hit 3-Year High

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Viewership for the Grammy Awards rose on Sunday night, with an average of about 26 million viewers, about a million more than last year’s ceremony, according to Nielsen.

The show featured a showdown of sorts between Beyonce and Adele, with live performances from both, among other noteworthy artists.

Twitter nearly exploded when Adele once Best Album of the Year instead of Beyonce’s “Lemonade”. Adele went on to dedicate her award to Beyonce. See video here (jump to the 1:45 mark for the Beyonce dedication).

Additionally, the show was hosted for the by CBS late night host James Corden (of Carpool Karaoke fame) for the first time. He played a more involved role than previous host LL Cool J. 

This is the third straight year that the Grammys ratings have held strong. The Golden Globes were also up 8% this year. 


John Oliver Buying Cable News Ads to Educate The President

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In a recent segment on “Last Week Tonight,” John Oliver addressed the president’s grasp on reality or lack thereof. “How did we get a pathological liar in the White House?” Oliver asks at the beginning of the segment.

In “Trump vs. Truth” Oliver illustrates how the president spreads a lot of false info. Why? Well, Trump gets a lot of his information from morning cable news like Fox News, Oliver and his team have concluded.

The team at “Last Week Tonight” is taking it upon itself to educate President Trump. How? Buying ads on morning cable news and thereby sneaking facts into Donald’s morning cable news routine.

They created a series of commercials with educating facts covering everything from the nuclear triad to female sexuality. The ads are narrated by “a folksy old white guy in a cowboy hat” to better the chances of the president paying attention.

Check out the full episode of “Trump vs. Truth” here.