Posted by Sheila Shayon on November 19, 2013 05:40 PM
If you're still confused about what native advertising really is, you're not alone. In fact, the general topic has become such a great concern that the Federal Trade Commission is convening a workshop on Dec. 4 to hopefully clear up the blurred lines between editorial and ad content that is increasingly confusing consumers.
Native advertising, a.k.a. blended advertising, branded or sponsored content, “is a type of converged media that combines paid and owned content into commercial messaging that is fully integrated into, and often unique to, a special delivery platform,” as defined by the Altimeter Group.
Key to the ongoing conversation is what publishers and ad companies must do to make sure consumers can spot the differences between different types of content. The new approach to advertising is used by practically every web publisher in some form, from brand partner stories on BuzzFeed to sponsored posts on Facebook.
Registered workshop participants include representatives from such brands, as well as NPR’s Bob Garfield, former dean of Columbia Journalism School Nick Lemann, ad-tech companies like Outbrain and Sharethrough, and executives from The Huffington Post, Edelman, and Procter & Gamble, among others.Continue reading...
social media watch
Posted by Sheila Shayon on November 19, 2013 02:43 PM
LinkedIn has managed to make its platform more brand friendly by introducing Showcase Pages. The dedicated content pages allow major brands like Microsoft to focus on a singluar sub-brand such as Xbox and direct targeted content to users interested in the specific topic. Companies can have up to 10 Showcase Pages.
Different from Company Pages, Showcase Pages aren’t for recruiting and don’t include a Careers or Products & Services section. LinkedIn has more than three million Company Pages from blue chip brands like Adobe, Cisco, Microsoft and HP, who were all part of a pilot test for the new feature.Continue reading...
video killed the _____ star
Posted by Mark J. Miller on November 15, 2013 11:47 AM
Cord cutters have made the last 12 months the worst ever for cable-TV subscriber retention, the Los Angeles Times reports. Perhaps that’s part of the reason that one of America’s largest cable operators is getting in on the streaming-video movement. After all, DVD sales have been falling while sales of streaming films and television programs increased 45 percent in the third quarter.
Comcast “plans to start selling movies for download and streaming through the cable operator's set-top boxes and its Xfinity TV website,” Reuters reports. By year’s end, Comcast's 20 million subscribers will be able to purchase movies and content that they can watch on their TV, computer, or mobile device. This differs from Comcast’s current on-demand offerings, which only allow viewers to "rent" a selection to watch during a set time window.Continue reading...
Posted by Mark J. Miller on November 12, 2013 01:33 PM
The Weather Channel has been a leader in the cable space when it comes to integrating new technologies and viewer engagement into broadcasts, and it's not stopping anytime soon. The network is embarking on a brand update that aims to improve the channel's core coverage as it continues to proliferate its programming.
Along with its new tagline, "It's Amazing Out There" (or #itsamazingoutthere on social), the channel now features a new set and look, and most important of all, weather information 24/7 on the screen—no matter what kind of programming is playing.
“Weather can be a joyful or terrifying experience at any given moment,” said Scot Safon, EVO and CMO for The Weather Channel. "'It’s Amazing Out There' celebrates and honors how weather shapes our world in both wonderful and dramatic ways. We hope this brand message inspires viewers to explore, investigate, and appreciate the experience of weather in all of its many forms."Continue reading...
social media watch
Posted by Sheila Shayon on November 4, 2013 05:51 PM
Twitter is going full steam ahead this week as it puts final touches on its IPO, now priced between $23 and $25, pushing its potential market value to $13.9 billion.
With its Thursday market debut looming, Twitter is showing no signs of weakness, continuing an aggressive push to boost the value of the microblogger. Careful to not have a 'Facebook moment,' Twitter still intends to sell 70 million shares in its debut, but with strong demand for its stock after its road show, the company even plans to close its books on Tuesday, a day ahead of schedule. The move is on point with bullish reports from Wall Street, most indicating a strong support and outlook for the company.
“If you’ve got a social strategy, Twitter is one of the most effective ways to activate that,” Brian Wieser, a senior analyst at Pivotal Research, said in an interview, according to the New York Times. “What they’ve got is unique and not replicable in any sense.”
And analysts are only looking up. Richard Greenfield, an analyst at BTIG Research, indicated that he sees Twitter's revenue growing from $636 million this year to $1.1 billion in 2014, and $2.7 billion in 2016. “We expect a lot of growth ahead in advertising and Twitter ad products," he told the Times.Continue reading...
Posted by Sheila Shayon on October 28, 2013 11:21 AM
Mobile is fast becoming the first screen for entertainment—at least for the younger, digitally-attuned set. And now two of the most popular TV brands targeting children and young adults are testing the waters by debuting new series on the smaller screen.
Disney Channel will premiere the first nine episodes of Sheriff Callie’s Wild West on its Watch Disney Junior mobile app and a related website on Nov. 24, followed by a traditional debut on the Disney Channel and Disney Junior in early 2014. “This is an entirely new approach for us,” Nancy Kanter, EVP/GM for Disney Junior Worldwide, told the New York Times. “We have been amazed at how quickly kids have embraced this new technology. We’re talking billions of minutes spent watching.”
MTV, skewing slightly older, is going mobile-first to debut its new series, Wait 'Til Next Year, a 12-episode docudrama about a losing football team, ahead of its on-ahir US TV debut on Nov. 1. "It will be fun to see if we can get them to come back and watch on television," commented Kristin Frank, MTV's EVP connected content, to AP.
Both moves comes as marketers will start receiving more data about mobile TV viewing, with Nielsen starting to get its arms around the effectiveness and reach of mobile video globally. With more than one billion Internet users worldwide, Nielsen projects "a $30 billion global advertising market" and estimates that 73 percent of U.S. adults already consumer online user-generated media.
If MTV and Disney Channel have their way, it won't all just be cat videos driving that mobile video adoption, particularly with more comprehensive measurement of mobile video consumption becoming mainstream.Continue reading...
Posted by Kristen Van Nest on September 27, 2013 12:37 PM
Refinery29 has hardly had a chance to settle into its new, larger office and its updated online digs. With 800 percent revenue growth in the past 24 months, it is the fastest growing company in the media division of Inc. Magazine’s 2013 5000 list. The fashion-focused site uses its strong consumer loyalty to help brands connect with Millennials, a consumer base that spends $200 billion annually, according to Chicago-based investment firm William Blair & Co.
“A lot of marketers are asking a lot of questions or intrigued by how it is they speak with a whole generation of consumers that are growing up with very different viewpoints, and technology, and opportunities, some challenging and some good that the generation before has had to deal with. It’s created a very interesting conversation," Melissa Goidel, Refinery29’s Customer Relations Officer told brandchannel. "The thing that makes [Refinery29] unique is that we are actually creating the content of the conversation, where as those who play in the space with us are really more of the channel for the conversation."Continue reading...
Posted by Brittany Waterson on July 31, 2013 05:53 PM
Fashion and lifestyle site Refinery29 launched its new website this week. Initially launched in 2005, co-founders Philippe von Borries and Justin Stefano have taken the company from one blog post a week to now publishing over 80 stories a day. A new content strategy and a fresh-faced logo inspired the web overhaul.
The digital re-vamp has led the site to turn up the personalization factor. For a user, every page is the home page. When a user clicks on an article, new content is generated—via algorithm—in a "Recommended For You" category. Von Borries calls in "forward momentum," as the site now looks to generate a flow of customized content that will keep users engaged longer.Continue reading...