Posted by Mark J. Miller on March 12, 2015 11:14 AM
Native advertising goes by many names—promoted content, sponsored content, branded content—but it has one goal: collect eyeballs (and related revenue) for a brand.
The New York Times T Brand Studio (which produces content for its print and digital platforms with paying partners) and data tracker Chartbeat released a study that shows some of the native advertising on the Times’s Paid Posts platform “can generate significant audience engagement, on par with some editorial content on NYTimes.com and other publisher sites,” according to a press release. Continue reading...
Posted by Sheila Shayon on October 29, 2013 06:12 PM
Pixlee, a leader in Personalized Visual Marketing (PVM), just released its Pixlee Platform, helping distinguish user-generated photo and short form video campaigns by its ability to surface the best photos and videos among the millions of pieces of brand-affiliated content uploaded daily.
“Our vision is to replace stock imagery across the board with highly targeted user generated photos,” said Kyle Wong, co-founder and CEO of Pixlee in a release.
Pixlee’s proprietary PhotoRank is the intersection of user photos and data PVM, and uses impression metrics (or hits) to serve the best photos to its clients who then choose which user-generated pictures to display on social media sites like Facebook, Tumblr, Instagram or Twitter.Continue reading...
Posted by Mark J. Miller on October 8, 2013 04:45 PM
Outside magazine readers are exactly the target audience for Land Rover: adventurous sorts with some discretionary income. Instead of just purchasing some ads in the publication and on its digital offerings, Land Rover has teamed up with the magazine to create a series of branded content across the publication's properties, including custom video content.
The content will focus on three outdoor personalities who are “driven,” including the first person to stand-up paddle board the Bering Strait, Sonya Baumstein; the chief of climbing and ski gear manufacturer Black Diamond, Peter Metcalf; and Levinson Wood, who is attempting to be the first person to walk the length of the Nile River. The campaign will also be seen on Outside’s YouTube page and LandRoverUSA.com/Driven as well as have print elements and extensions on Outside TV.Continue reading...
Posted by Sheila Shayon on August 22, 2013 03:57 PM
Spotify wants to help brands infiltrate your music choices. The music streaming service already offers an ad-based model, but now it plans to deploy a feature that will allow users to 'follow' their favorite brands and listen to brand-created playlists.
The feature, which will be similar to how users can follow and 'like' brands on Twitter and Facebook, will enable marketers to create more of a relationship with the over 6 million Spotify users that pay to skip ads. Still, Spotify is only "talking with brands" about the feature and their willingness to test it out, AdAge reports.
After only entering the US market in 2011, Jeff Levick, Spotify's chief sales, marketing and international growth officer says that 2014 "will be the year to see what externally we can present as new products," as the service tries to prove to marketers that its more than just a radio service.Continue reading...
Posted by Mark J. Miller on May 28, 2013 02:50 PM
Sports Illustrated is no stranger to streaming video on its website. After all, the staff there churns out up to 50 original videos per week for its sports-hungry readers, but now the iconic sports media company is embarking on a whole new type of streamed content.
On June 3, the company will air its first installment of SI Now, a new, 30-minute talk show that will be streamed live daily at 1 p.m. ET. The daily video show will be sponsored by Ford through October as it attempts to reach 18- to 34-year-olds.
"Three years ago the mandate was to simply bring Sports Illustrated to life in video form," said Ian Orefice, executive producer for news and sports at the Time Inc., according to Ad Age. "The reason for 'SI Now' is that we weren't doing enough for the immediate viewer. We didn't have that deeper connection."Continue reading...
Posted by Abe Sauer on May 27, 2013 08:45 AM
"If you have a dream, and you should have a dream, you have to get behind the steering wheel and step on the gas…"
So begins the the third annual "season opener" video for the Matinee party at well-known Ibiza nightclub Amnesia. From there, it turns into what it would be like if the year 1990 ate a bag of shrooms and then choreographed the new Cirque du Soleil show.
But Amnesia is building a platform for more than a summer of blackouts, barf-stained morphsuits and British misbehavior. The club is trying to build a global brand ready for franchising.Continue reading...
Posted by Sheila Shayon on April 29, 2013 05:08 PM
Canon is giving the public a chance to direct in “Project Imaginat10n.” Helmed by Ron Howard and daughter Bryce Dallas Howard, filmmakers of all skill levels can join five celebrity directors—Eva Longoria, Jamie Foxx, Biz Stone, Georgina Chapman and James Murphy—in directing short films inspired by 91 Project Imaginat10n winning photographs.
The third annual program found inspiration after it charged Howard to use crowdsourced photos for a short film project, when you find me, which was directed by his daughter. This year, aspiring directors can submit photographs that fit into 10 themes, including character, mood, backstory and obstacle. The contest is the brand's latest installment in its Long Live Imagination campaign.
Howard is no stranger to marketing, as the famous director has often expressed his appreciation for the industry and its tendency to be "wide open" to creative ideas. For a brand like Canon, the marriage between producing traditional films in an untraditional way is helping it set itself apart from its digital competitors.Continue reading...
Posted by Mark J. Miller on February 3, 2012 03:01 PM
It used to be that publications kept their editorial and business sides as separate entities, also known as keeping "Church and State" separate in many a newsroom. With the way business and advertising has been evolving in recent years, though, some media outlets have found ways to find leverage a little content from its business relationships.
Sunglasses brand Oakley and espnW, ESPN's female-centric sports news website that launched in Dec. 2010, have announced an “innovative new content collaboration focused on serving the female fan and celebrating female athletes,” which is already evident (see above) on the espnW website.Continue reading...