Transforming marketing with tech: Recap from a bustling advertising week

New York’s 2024 Advertising Event launched with the Executive Interview Studio, offering a deep dive into the technology-driven evolution of marketing. Here’s a peek into some vibrant discussions and innovative revelations that set the stage on fire.

Embracing creative risks and diverse storytelling at Tubi

Anjali Sud, CEO of Tubi, highlighted the streaming service’s strategic pivot towards unique internet stories rather than hefty budget projects. Engaging in conversation, Sud emphasized, “We don’t aim for the next big critically acclaimed show. We listen to our fans and craft stories reflecting societal and cultural currents.”

Tubi’s ambition to produce original content like “Sidelined: The QB and Me” blends internet sensation with relatable narratives. Featuring “Dawson’s Creek” star James Van Der Beek and TikTok phenomenon Noah Beck, this venture underscores Tubi’s strength in translating digital trends into engaging films.

Sud stressed that free, ad-supported television necessitates bold creative risks to stand out in the current streaming milieu. “Amidst a sea of sameness, daring to be different is our mantra,” she noted.

Innovating beauty into the virtual realm: e.l.f. Beauty integrates with Roblox

Laurie Lam, the dynamic chief brand officer at e.l.f. Beauty, showcased how the brand’s unwavering disruptive spirit fueled their Super Bowl success with Jennifer Coolidge and landed them in Roblox’s immersive universe. Tackling new consumer needs, e.l.f. released the viral Power Grip Primer, beloved on TikTok for its unique sticky quality.

Lam revealed how AI was crucial in crafting the Beauty Squad for the Roblox platform, citing the product’s viral appeal and entertainment value. This pivot highlights e.l.f.’s adaptability and groundbreaking marketing approaches, making their e.l.f. Up World a massive hit with 16.5 million plays.

Connecting brands with micro-communities: Canva and Uber’s targeted approach

Exploring innovative advertising strategies, Fenot Tekle from Canva and Ashan Khan from Uber delved into connecting brands with niche audiences. Tekle explained, “Casting too wide a net might miss the mark. Targeted communities resonate better.”

Khan elaborated on Uber’s utilization of real-time data from rides and food delivery to inform marketing decisions. As an example, Uber’s data from 3000 trips to Taylor Swift’s shows offered invaluable insights for advertisers aiming to align with specific fanbases.

Redefining hustle: Michael Strahan’s vision for SMAC Entertainment

Michael Strahan and Constance Schwartz-Morini co-founded SMAC Entertainment to help athletes and entertainers diversify their careers. Embracing a unique company motto, Strahan exclaimed, “You gotta hustle like you’re broke, channeling passion into every venture.” This approach catalyzes new opportunities and partnerships with stars like Wiz Khalifa and Erin Andrews.

Reinventing ad experiences: Terry Crews’ Super Serious

Terry Crews, Matt O’Rourke, and Paul Sutton from Super Serious crafted a new creative agency prioritizing entertainment. Crews, inspired by his Old Spice campaign, seeks to transform commercials into riveting narratives. He passionately asserted, “Entertainment, whether it’s a 32-second ad or a full-length feature, has to captivate the audience.”

O’Rourke redefined advertising, stating, “It’s about making ads so engaging that they don’t feel like interruptions.” Their goal is to create lasting entertainment experiences akin to beloved films and shows.

Mastercard’s perspective on Generation Z

Nicola Grant from Mastercard highlighted the importance of innovation and accessibility in staying relevant to Generation Z. Emphasizing the shift towards a symbol-only brand and developing a tactile and sonic presence, she noted, “Balancing trust with innovation is essential.”

Grant elaborated that engaging with Gen Z means meeting them where their interests lie. “We focus on passions like sports, culinary arts, and music to connect with our audience meaningfully.”

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