2014 Brandcameo Product Placement Awards

social media watch

LinkedIn Will Allow All Users to Sound-Off as It Opens Content Floodgates

Posted by Sheila Shayon on February 19, 2014 04:56 PM

Continuing its evolution from a resume library for headhunters and job-seekers to the complete professional's network, LinkedIn is following trends set by Google, Facebook and Twitter and turning to a harder focus on content in various forms.

The company is adding the option for all users to write and share longform posts to their LinkedIn profile, essentially making every user a LinkedIn Influencer. Current Influencer posts, which come from top executives and industry leaders, generate nearly 31,000 views and more than 80 comments on average from the brand’s 277 million monthly active users.

"We're really excited to actually open up this publishing platform and start to draw some of that experience, knowledge, and insight out of these members and onto the LinkedIn platform to share at more of a massive scale," said LinkedIn's Head of Content Products, Ryan Roslansky. 

The new tool will be rolled out in the coming weeks, marked by a pencil icon near the Share Box on profiles. While any published content from users will be visible on their profiles, LinkedIn will use algorithms to choose articles with the most traction and distribute them more broadly.Continue reading...

e-commerce

Marks & Spencer Goes Multichannel in E-Commerce Reboot

Posted by Sheila Shayon on February 18, 2014 05:58 PM

British retailer Marks & Spencer is stepping out on its own, leaving its Amazon-based e-commerce platform and launching a new e-commerce site to "transform from a traditional British retailer into an international, multichannel retailer."

M&S CEO Marc Bolland has made digital expansion a key goal for the company, and taking control of its online store back from Amazon is the catalyst for the revamped web presence. The British retailer has 14.5 million shoppers that buy from their stores but not online from its website, which is now more narrative-based and magazine-like to create stickiness and keep them coming back.

‘‘We’ve put customers at the heart of our rebuild so that our new site really reflects how they want to browse and shop with us,” Laura Wade-Gery, M&S executive director multichannel ecommerce, told Design Week in the UK. “Online acts as the shop window to all our stores, products and brand, so we’ve used bigger, bolder and better-style imagery, and we aim to inspire and help our customers with a clear style point of view and compelling editorial content that’s refreshed on a daily basis.”Continue reading...

social media

"Confusing" Twitter Vows to Improve User Experience to Spur Growth

Posted by Sheila Shayon on February 6, 2014 03:47 PM

In its first ever quarterly earnings report post-IPO, Twitter yesterday announced revenue of $243 million from October to December, up 116 percent from last year and ahead of analyst estimates of $218 million. 

But the microblogger’s stock plunged more than 17 percent in after-hours trading as concerns about the company’s slowing growth rate coalesced. Twitter added only 9 million monthly active users in Q4—the smallest growth since Q4 2010, while timeline views dropped from 159 billion to 148 billion.

Despite reasonable revenue growth, if the micro-blogger can’t entice, keep and grow its user base, strong advertising programs won’t save it. Twitter CEO Dick Costolo faced the issues head on, admitting that he knows Twitter’s user experience is far from ideal.

"I thought it was refreshing that [Costolo] was speaking candidly like that," Gartner analyst Brian Blau told CNET. “I don't think [Costolo] tiptoed around the issue. He seemed to be articulate about the issue, and at the same time, he seemed to be confident."Continue reading...

executive decision

Google Ad Chief Takes Over YouTube with Focus on Lucrative Partnerships

Posted by Sheila Shayon on February 5, 2014 08:41 PM

In a changing of the guard at YouTube, Susan Wojcicki, SVP of advertising for Google and its 16th employee is replacing Salar Kamangar, Google’s ninth employee, as the head of YouTube. 

“Wojcicki had been interested in running her own thing, sources said, and she had also been a recruitment target for a venture capital or perhaps a CEO role," Re/code notes.  

While never officially disclosed, YouTube reportedly generated $5.6 billion in ad revenue last year, attracting more than a billion visitors a month with more than 40 percent coming via mobile and tablets, according to eMarketer. 

Wojcicki, who housed Google in its earliest days in her Menlo Park, Calif., garage, is the sister of Anne Wojcicki, the (estranged) wife of Google co-founder Sergey Brin and founder of genetics company 23AndMe

“The decision to put Wojcicki in charge of YouTube shows how important the Internet’s No. 1 video site has become to Google, and how critical it is to the company’s future growth," Variety said.Continue reading...

brand roadmaps

Facebook at 10: Smart, But Still Not Doing Its Legal Due Diligence

Posted by Sheila Shayon on February 4, 2014 06:04 PM

What better way to celebrate a birthday than with a cease and desist letter?

Facebook, which is celebrating its 10th anniversary today, is taking the time to look back on its past but also make some important moves for its future. The decade-old social media site, which may or may not be losing some of its luster with the younger crowd, served up millions of personalized "look back" videos that captured some of users' most-liked statuses, photos and life events over the course of their time on the network. 

With over 1 billion users across the world and a $150 billion valuation, it's safe to say that Mark Zuckerberg, when he was just a Harvard sophmore trying to connect his classmates, didn't expect "the Facebook" to turn into a fraction of what it is today.Continue reading...

ad watch

FTC to Convene Panel as Native Advertising Augments

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

LinkedIn Gets More Brand Friendly with Dedicated Product Pages, Targeted Content

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

Comcast Raises Netflix, Amazon with Plan to Sell Movies for Streaming Through Set-Top Box

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...

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