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brand strategy

Yahoo Keeps on Content Path as Mayer Talks Mobile, Ads at CES 2014

Posted by Sheila Shayon on January 8, 2014 12:39 PM

Yahoo CEO Marissa Mayer’s highly anticipated (and attended, as hundreds waited in line to fill the 1,700-seat Las Vegas Hilton) 2014 CES keynote played like a show as she focused largely on entertainment, unveiling a new digital magazine, introducing her new star colleagues, Katie Couric and David Pogue, and serving up John Legend for a Beatles rendition. 

But the focus of Mayer's talk didn't stray far from content creation, announcing the addition of Yahoo News Digest, a twice daily summary of news that will include information from multiple sources and news outlets. In a similar space, Mayer introduced another new content product, Yahoo Digital Magazines, which will be Tumblr-powered sections on Yahoo News.

The first two "magazines": Yahoo Tech, headed by former New York Times tech columnist David Pogue, and a Yahoo Food vertical. Mayer said digital magazines are core to the company’s strategic goals, indicating that the new projects will feed the ad beast with ad-funded content, but no display ads.

Another tech star is helping achieve Mayer's vision: British teen genius Nick D’Aloisio, who sold his Summly app to Yahoo! for $30 million last year and joined the company as a mobile product manager. D'Aloisio explained in a blog post how he helped develop the Yahoo News Digest app, whose backers include Yoko Ono, Stephen Fry and Ashton Kutcher.Continue reading...

media brands

News Team, Assemble: Yahoo Anchors Ad Aspirations to Katie Couric and Staff

Posted by Sheila Shayon on November 25, 2013 05:03 PM

It’s a bold move for Marissa Mayer—and a big bet on video—as the Yahoo CEO confirmed today that TV news mainstay Katie Couric will be joining Yahoo as its "global news anchor." 

“I’ve always respected Katie for her thoughtful, charismatic approach to journalism,” Mayer wrote on Tumblr. “From pivotal coverage of natural disasters and historic elections to the Royal Wedding and the Olympic Games, groundbreaking interviews with heads of state and leading tastemakers, her experience is unmatched. Katie is dynamic, savvy and has a way of connecting with viewers that I really admire.”

It’s no secret that things for Katie on her eponymous ABC talk fest have not panned out as either had hoped, but the former co-anchor of NBC's Today show and first female anchor of the CBS Evening News brings the perfect complement of skills, awareness and style to the search giant as consumers continue to migrate to the Internet for TV-style reporting and programming.

Couric will tape features for the Yahoo homepage, but will continue to host her syndicated daytime talk show, Katie. Couric joins a carefully procured team of journalists that have come together over the last several months, including Editor-in-Chief Megan Liberman, former New York Times tech columnist David Pogue, and designated political analyst Matt Bai.Continue reading...

social media watch

Snapchat Spurns Facebook Buyout—And Steals its Users Too

Posted by Sheila Shayon on November 14, 2013 04:58 PM

Following the acquisitions of social media stars Instagram, Tumblr, and Vine, one hot commodity is holding out: Snapchat. 

The photo-social app that essentially destroys user photo snaps after a few seconds reportedly turned down a $3 billion offer from Facebook. Are they crazy? Or just crazy smart? 

Opinions are mixed, but 23-year-old founder Evan Spiegel and his team may actually be sitting on a social media egg that could shape the future of social sharing. For one thing, Snapchat leaves no messy, incriminating trail in the digital ethers unlike Facebook, Twitter and other platforms. And with teens looking to hide from their parents and adults hoping to hide less-than-ideal antics from employers and colleagues, Snapchat may be the prime destination for a generation of web-heads that are seeking more privacy and control.Continue reading...

media brands

Fusion Woos Millennial Latinos Through Their First Language: Social Media

Posted by Sheila Shayon on November 4, 2013 11:02 AM

Spanish-language media giant Univision and Disney/ABC Television launched their joint venture, Fusion, last week—an English language cable channel that targets Millennial Latinos. 

Univision has traditionally eschewed English-language programming, but as demographics shift from an aging population of foreign-born, Spanish-dominant Hispanics to US-born Latinos that have grown up speaking English, traditional Spanish programming fails to resonate, especially with younger viewers. That group, which watches over 26 hours of linear TV weekly and is very active on social media is Fusion's bread and butter. 

"We are winking at Hispanic, it is not overtly Hispanic," Catherine Sullivan, SVP of ad sales for ABC News, told Ad Age. "If you are not Hispanic, you won't feel like the network isn't for me."

It’s a crowded field already, with El Rey launching soon, Mun2, which was acquired by Telemundo in 2001, and Nuvo TV. And marketers that have struck out trying to target younger age groups through traditional Spanish-language networks are salivating at the new opportunities that Fusion and others are creating. "The millennial Latino is not being served by telenovelas, soccer—this isn't relevant to most millennials," Nuvo TV CEO Michael Schwimmer said.Continue reading...

social media watch

Nike, Disney Rule Brand Engagement on Instagram, Tumblr

Posted by Sheila Shayon on November 1, 2013 11:37 AM

Social media has increasingly become a more relevant and necessary tool for brands to actively engage with consumers, but just being on social isn't enough. While some have a long way to go in mastering ideal social technique, some of the world's best social users are big brands—and they've got engagement across Facebook, Instagram, Twitter and other platforms down pat. 

Of Fortune 500 companies, 123 have Instagram accounts—a relatively low number compared to those that have Facebook and Twitter accounts, according to data collected by TrackMaven. Of the over 19,000 images and 243 videos posted, Nike and Starbucks are two of the most popular brands on the platform, with a snowy scene from Nike the most liked and commented among brand postings.  

Additionally, another study from Unruly found that 40 percent of the top Instagram videos are brand-created, with MTV leading that pack. What's more, entertainment and clothing brands seem to be the most popular brands on the platform.Continue reading...

social media

Facebook Makes Investors Ad-Happy, but Is It Bleeding 'Cool' Factor?

Posted by Sheila Shayon on October 31, 2013 12:43 PM

Facebook’s Q3 results brought mixed reviews for the world’s No. 1 social network. Its ad business is delivering above expectation with mobile revenues up 14 percent from last year, however, teen users continue to jump ship for competitors like Twitter, Snapchat and other messaging apps.  

Facebook shares soared 15 percent yesterday after news of its positive ad outlook spread, but dropped significantly after executives were upfront about a turn-down in teen usage. "We did see a decrease in [teenage] daily users [during the quarter], especially younger teens," said Facebook CFO David Ebersman on a call with analysts, but added that usage among overall US teens remained "stable." 

Overall revenue rose to $2.02 billion, up 60 percent from last year's $1.26 billion, with advertising delivering more than 89 percent of the total. Integrating news feed ads combined with better metrics from partnerships with Nielsen and Datalogix are “certainly peaking marketers' interest and making them more willing to spend," Sarah Hofstetter, CEO of 360i, told Ad Age

Facebook is also bound to benefit from the monetization of Instagram, with ads debuting on US user's feeds soon.Continue reading...

auto motive

Honda Bests Itself as It Evolves Socially-Driven Campaigns

Posted by Dale Buss on October 30, 2013 05:44 PM

Honda has long been known for conservative vehicle styling and a steady-as-she-goes approach to building sales and market share, which has worked remarkably well over the decades. 

But increasingly, Honda is the auto brand that is pushing the envelope with its marketing and advertising efforts in the US and elsewhere, taking flyers on damaged and strange platforms, producing some of the most notable new social media campaigns, and putting a lot of money and muscle behind a minivan segment that many automakers have written off. Year-to-date sales are up 9 percent, so something is working.

The latest examples include a new addition to its "Start Something Special" ad campaign that has been underscoring the relationships that people have with their Hondas. The brand has created a #StartSomething hashtag to invite stories by Honda fans that will be archived digitally and then evolve into efforts under the "Honda Loves You Back" program—what Honda marketing executive Michael Accavitti called "feel-good surprises we've orchestrated over the past few yeas to show gratitude to those who have expressed love for the brand."Continue reading...

brand news

In the News: Amazon, Dell, Twitter and more

Posted by Dale Buss on October 30, 2013 09:22 AM

In the News

Amazon rolls out Kindle MatchBook program that bundles print books with discounted e-books. 

Dell is officially private.

Twitter rolls out richer feed with videos, images. 

AT&T puts Halloween twist on "It's not complicated" campaign with cute kids.

Barnes & Noble turns out new, lighter Nook Simple Touch GlowLight. 

BlackBerry met with Facebook on potential bid.

British American Tobacco apoligizes for advertising e-cigarette brand in kids' app. 

CBS said to be developing streaming news channel.

Chevrolet faces "B Strong" backlash.

Chrysler profits are boosted by pickups and SUVs.

Comcast's rebranded Xfinity TV Go app will stream like TV from anywhere.  

Facebook reportedly offered $1 billion to buy Snapchat.Continue reading...

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