Welcome to the August edition of Three Hot Things. This month features: • How new rules affected advertising at the Olympic games • How Instagram “Stories” is making advertising safer for Pharma • CBS’ new streaming platform CBS “All Access”

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Three Hot Things
August 2016

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New Rules Shake Up Olympic Advertising
http://www.reuters.com/article/us-olympics-marketing-idUSKCN0WY3J4
Casual fans watching the Olympics this summer may not have
noticed many differences within the advertisements they were
viewing during commercial breaks of their favorite events.
However, leading up to the Olympic games in Rio, a rule change
by the International Olympic Committee stated that official
sponsors of the games like Coca-Cola, Visa and McDonalds will
be forced to share ad space with brands that have not paid a
cent to any of the National Olympic Committees.
Under the new rule, unofficial sponsors are banned from using
words such as “Olympics” “Summer” and “Victory” within their
advertisements. Unofficial sponsors such as Under Armour are
finding ways to reach consumers despite the new restrictions. In
March, Under Armour released a commercial showing Michael
Phelps swimming to a song entitled “The Last Goodbye” while
facing the flash of cameras. Although the brand adhered to the
new rules, the ad still evoked a sense of Olympic triumph.
Brands were required to submit a schedule for their media
campaigns by March 27. This gave the U.S. Olympic Committee
enough time to approve, revise or reject the campaigns before
the opening ceremony. Thanks to the rule change, NBC is
seeing a major boost in ad spending from non-official sponsors.
Given that this was the first year of the rule change, it will be
interesting to see how advertisers adjust in time for the 2018
Winter Olympics in Pyeongchang, South Korea.

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Instagram “Stories” Making Advertising
Safer For Pharma
http://www.fiercepharma.com/marketing/instagram-stories-appeal-for-pharma-familiar-
platform-and-no-pesky-user-comments-to-deal
A few weeks ago, Instagram made yet another splash within
the social media landscape with its announcement of
Instagram “Stories”. The newest feature of the highly popular
application is almost an exact replica of the equally popular
Snapchat Stories with the only difference being the
augmented reality features that Snapchat has to offer. Many
have been going back and forth to determine which
application is more user friendly but for pharmaceutical
marketers looking to advertise within these platforms, the
choice is an easy one.
For many brands out there, certain channels within the
social landscape present significant challenges. However,
with the growing popularity of social media applications,
many marketers want to have a presence within the space.
Features of Instagram Stories create a safer environment for
pharma marketers to promote their products. For instance,
comments can be disabled which is always a sticking point.
From an analytical standpoint, Instagram Stories is able to
track interests to determine the types of content with which
audiences are most likely to engage. Taking all of this into
consideration, we anticipate that utilization of the Instagram
platform will continue to increase by pharmaceutical
marketers.

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4
CBS Looking To Become A Player Within
The Streaming Marketplace
Over the past several years, there has been a rise in
consumers choosing to avoid paying high cable bills and
opting for subscriptions to streaming networks such as Hulu
and Netflix. Looking to take advantage of this, CBS
announced its own streaming service called CBS “All
Access”
According to CEO and Chairman, Leslie Moonves, the
platform already has 1 million subscribers, well ahead of
where they had originally projected. This number will only
increase as the network airs Big Brother: Over the Top
which is an original series and digital only version of the
popular Big Brother. This will be followed by Star Trek
Discovery and a Good Wife spinoff airing in January.
With this new platform comes new advertising
opportunities. Given that 65% of subscribers fall within the
18-49 age range there is an array of options for marketers.
To appeal to consumers who dislike seeing ads while
watching content they have paid for, CBS All Access is
offering an ad-free version for $9.99 per month. The goal of
the platform is to quadruple its audience by 2020. Only time
will tell if this platform reaches the heights of its
competitors.
http://www.adweek.com/news/television/cbs-all-access-bulks-originals-it-prepares-take-
hulu-and-netflix-173246