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Mark Marshall on NBCU’s Post-Linda Yaccarino Upfront Event

Published

11 months ago

May 18, 2023

Mark Marshall on NBCU's Post-Linda Yaccarino Upfront Event

Now that upfront week events have concluded, Adweek is sitting down for upfront postmortem interviews with each of the presenting ad sales chiefs—and there’s plenty to talk about.

Between the Writers Guild of America strike keeping some major talent from hitting the stage to last-minute changes and major executive departures, it was an upfront week like no other. And no publisher had to deal with more challenges than NBCUniversal.

That’s because, in addition to being without upfront staples like Jimmy Fallon and Seth Meyers (NBC News’ talent handled the bulk of the presenting duties instead), the company had another glaring absence on the Radio City stage: longtime ad sales chief Linda Yaccarino, who left the company to become Twitter CEO just three days before the upfront presentation.

Yaccarino’s abrupt exit also gave added meaning to a joke from the event’s video kick-off, in which Seth MacFarlane’s foul-mouthed, talking animated bear, Ted, performed a song and dance about the importance of TV ads and joked, “Twitter may seem like the place to begin/but Twitter just let all the crazies back in.”

Mark Marshall, named interim chairman of NBCUniversal’s advertising and partnerships group on Friday, spoke with Adweek about the event’s quick changes, Yaccarino’s departure and, yes, that provocative Twitter joke.

This interview has been edited for length and clarity.

Adweek: You made it through upfront week. Looking back on the event, what are you proudest of?
Marshall: I’m probably most proud of the quality of the show that was put on. It showed the breadth of our content, everything from unscripted to clips of the dramas and comedies. You’re able to see the news talent. We got to introduce the Big Ten on Saturday night, and then the Spanish-language [programming] and Peacock, so I think it was the breadth. That’s probably what I was most excited about.

With Linda Yaccarino heading to Twitter, a particular Twitter-themed joke from your Ted opening took on a double meaning and got a huge laugh from the crowd. How long was that joke in there? Were you expecting that reaction?
It had been in there for months, so it was not added in. And Linda was well aware of that line in there. So it was funny. I know people made some jokes about it, but it was in good fun. It had been in there for months.

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Montana Becomes the First US State to Issue a Full Ban on TikTok

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Montana Becomes the First US State to Issue a Full Ban on TikTok

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

1 month ago

March 18, 2024

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

Published

2 months ago

February 26, 2024

Entireweb News Bot

Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

Published

2 months ago

February 26, 2024

Entireweb News Bot

Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.