New York’s 2024 Advertising Event launched with the Executive Interview Studio<\/strong>, offering a deep dive into the technology-driven evolution<\/strong> of marketing. Here\u2019s a peek into some vibrant discussions and innovative revelations that set the stage on fire.<\/p>\n Anjali Sud<\/strong>, CEO of Tubi, highlighted the streaming service’s strategic pivot towards unique internet stories<\/strong> rather than hefty budget projects. Engaging in conversation, Sud emphasized, “We don\u2019t aim for the next big critically acclaimed show. We listen to our fans and craft stories reflecting societal and cultural currents.”<\/p>\n Tubi\u2019s ambition to produce original content<\/strong> like “Sidelined: The QB and Me” blends internet sensation with relatable narratives. Featuring \u201cDawson\u2019s Creek\u201d star James Van Der Beek and TikTok phenomenon Noah Beck, this venture underscores Tubi’s strength in translating digital trends into engaging films.<\/p>\n Sud stressed that free, ad-supported television<\/strong> 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.<\/p>\n Laurie Lam<\/strong>, 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\u2019s<\/strong> immersive universe. Tackling new consumer needs, e.l.f. released the viral Power Grip Primer<\/strong>, beloved on TikTok for its unique sticky quality.<\/p>\n Lam revealed how AI was crucial in crafting the Beauty Squad<\/strong> 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<\/strong> a massive hit with 16.5 million plays.<\/p>\n Exploring innovative advertising strategies, Fenot Tekle<\/strong> from Canva and Ashan Khan<\/strong> from Uber delved into connecting brands with niche audiences. Tekle explained, \u201cCasting too wide a net might miss the mark. Targeted communities resonate better.\u201d<\/p>\n Khan elaborated on Uber’s utilization of real-time data<\/strong> from rides and food delivery to inform marketing decisions. As an example, Uber’s data from 3000 trips to Taylor Swift\u2019s shows<\/strong> offered invaluable insights for advertisers aiming to align with specific fanbases.<\/p>\n Michael Strahan<\/strong> and Constance Schwartz-Morini<\/strong> co-founded SMAC Entertainment<\/strong> to help athletes and entertainers diversify their careers. Embracing a unique company motto, Strahan exclaimed, \u201cYou gotta hustle like you\u2019re broke, channeling passion into every venture.\u201d This approach catalyzes new opportunities and partnerships with stars like Wiz Khalifa and Erin Andrews.<\/p>\n Terry Crews<\/strong>, Matt O\u2019Rourke, and Paul Sutton from Super Serious<\/strong> crafted a new creative agency prioritizing entertainment. Crews, inspired by his Old Spice campaign, seeks to transform commercials into riveting narratives. He passionately asserted, \u201cEntertainment, whether it\u2019s a 32-second ad or a full-length feature, has to captivate the audience.\u201d<\/p>\n O\u2019Rourke redefined advertising, stating, \u201cIt\u2019s about making ads so engaging that they don\u2019t feel like interruptions.\u201d Their goal is to create lasting entertainment experiences akin to beloved films and shows.<\/p>\n Nicola Grant<\/strong> from Mastercard highlighted the importance of innovation and accessibility in staying relevant to Generation Z<\/strong>. Emphasizing the shift towards a symbol-only brand<\/strong> and developing a tactile and sonic presence, she noted, \u201cBalancing trust with innovation is essential.\u201d<\/p>\n Grant elaborated that engaging with Gen Z means meeting them where their interests lie. \u201cWe focus on passions like sports, culinary arts, and music to connect with our audience meaningfully.\u201d<\/p>\n Did you enjoy this article? Share it on your social channels and let us know your thoughts!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" Variety\u2019s Executive Interview Studio at Advertising Week NYC 2024 focused on tech innovations in marketing. Highlights included Tubi CEO discussing diverse storytelling, e.l.f. Beauty integrating with Roblox, Uber’s targeted audience data, and Michael Strahan on “Hustle Like You’re Broke.<\/p>\n","protected":false},"author":3,"featured_media":12046,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-12044","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tv-series"],"_links":{"self":[{"href":"https:\/\/movieetv.com\/wp-json\/wp\/v2\/posts\/12044","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/movieetv.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/movieetv.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/movieetv.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/movieetv.com\/wp-json\/wp\/v2\/comments?post=12044"}],"version-history":[{"count":0,"href":"https:\/\/movieetv.com\/wp-json\/wp\/v2\/posts\/12044\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/movieetv.com\/wp-json\/wp\/v2\/media\/12046"}],"wp:attachment":[{"href":"https:\/\/movieetv.com\/wp-json\/wp\/v2\/media?parent=12044"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/movieetv.com\/wp-json\/wp\/v2\/categories?post=12044"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/movieetv.com\/wp-json\/wp\/v2\/tags?post=12044"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Embracing creative risks and diverse storytelling at Tubi<\/h2>\n
Innovating beauty into the virtual realm: e.l.f. Beauty integrates with Roblox<\/h2>\n
Connecting brands with micro-communities: Canva and Uber’s targeted approach<\/h2>\n
Redefining hustle: Michael Strahan\u2019s vision for SMAC Entertainment<\/h2>\n
Reinventing ad experiences: Terry Crews’ Super Serious<\/h2>\n
Mastercard\u2019s perspective on Generation Z<\/h2>\n
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