Month: October 2020

Two new scripted dramas are positioned as “true story” narratives, but TV’s version of “truth” turns out to be quite different than yours or mine.

Last week’s column explored how brands continue to pursue control in a wildly unpredictable marketing landscape. This week is no different. Since late August, brands have shown a sharp increase in
intent for “pay-per-click,” or PPC advertising. PPC advertising is an attractive option for advertisers looking for clear measurability and the ability to pay only if and when someone engages with
their ads. As we’ve explored in past articles, many of the intent trends we’re seeing point to marketers’ need for transparency and control.

Plus: Mark Zuckerberg’s own words, the personification of the internet, and Burger King’s whopper of an ask.

Nostalgia marketing is all the rage, and it will continue to be a popular approach for years to come–especially as the world wrestles with the coronavirus pandemic. Why? Nostalgia takes us back to the past. It’s familiar and certain, which enables it to fulfill a core psychological need for security. Although security in the sense…

The broadcast TV season started last week. Did anyone notice?

In-housing runs the danger of a fixed response to a dynamic world unless it is balanced by the right expansion joints. This makes a hybrid model the solution with the greatest impact for brands.

Algorithms can help diagnose a growing range of health problems, but humans need to be trained to listen.

Key Insights International growth plans can be disrupted by the decision to license programming in international markets. Programming executives are increasingly looking for programming that will resonate across many markets. Global growth ambitions are also underscoring the importance of sometimes-hairy distribution deals. When ViacomCBS worked on renaming its streaming service CBS All Access as part…

The pandemic has driven people to shelter in place for months. A wave of housing startups argues you shouldn’t have to do it alone.

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