Posts Tagged ‘facebook’

How the Unlikely Alliance of Ovation’s ‘Versailles’ and Fiat Benefits Both Brands

September 26, 2016  |  Media Week  |  No Comments

There's a sexy, lavish new series coming to cable TV, set in the 17th century, that brings a distinctly modern style to the story of King Louis XIV and his royal court outside Paris. But as contemporary as Versailles may be, don't expect the Sun King to hop behind the wheel of a Fiat , though the brand is the exclusive auto partner for the 10-episode show airing on the Ovation network . The partnership between period piece and marketer is playing out in branded content and behind-the-scenes vignettes that weave together the attributes of both, with nary an in-show product placement. It's part of a trend on television where fantasy, sci-fi, period, animation and unscripted series are increasingly creating what might on the surface seem to be unlikely pairings with brands. For Versailles, which centers on the 28-year-old French ruler and his impossibly beautiful courtiers, there's a focus on design, art and fashion, along with the obligatory palace intrigue, backstabbing and bed-hopping. (Think The Tudors with less gore.) "Even though it's a period piece, there's nothing stodgy about it," said Liz Janneman, Ovation's evp, network strategy. "It's a fashion-forward modern classic with a twist for a cultured audience." As it happens, Fiat sees itself the same way, with the partners collaborating on nearly 100 pieces of content that promote both the show and the carmaker's new 500X crossover sports utility vehicle. Those will include exclusive set visits, deep dives with show creators and historical perspectives, but no Fiats ferrying corseted characters. The alliance with Fiat, which is also sponsoring the limited-commercial, two-hour premiere on Oct. 1, isn't about "the literal connection" but the thematic one, Janneman said. Putting two such bedfellows together is "more challenging, but the result is more interesting," she said. Versailles is one of many such examples where marketers might have thought there was no room for them but found instead, via some creative thinking, that even surreal-world shows can include brands. These are what Kevin McAuliffe, branded content veteran who now heads Francis Productions, calls "contextual opportunities" that match a TV property and a brand with "similar belief systems." He said, "It's been an evolution, but brands are less about integration now and more about connecting with a message. You're driving value instead of just being exposed." Geico has used costume-clad marauding men to intentionally comic effect for its recent ties to History's action drama, Vikings, and Fitbit chose an appropriately creepy zombie theme for its link with AMC's massive hit, The Walking Dead. Ford sidled up to The CW's time-traveling superhero show, DC's Legends of Tomorrow, and Fox's comic-based Gotham with commercials and digital shorts featuring the series' actors. The marriage doesn't even have to be within the same species or galaxy, said Marc DeBevoise, CBS Interactive president and COO, who noted that he's considering contemporary brands as partners for the upcoming Star Trek: Discovery. Or it could be closer to home.

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Marketers Are Getting the Snapchat Targeting Data They Want. Will That Scare Off Users?

September 19, 2016  |  Media Week  |  No Comments

Having wowed advertisers at the Cannes Lions in June with the unveiling of its long-awaited ad tech platform, Snapchat has shown no signs of slowing down. The popular messaging app plans to attract deep-pocketed marketers and investors with the introduction of in-app behavioral targeting in the fourth quarter timed to a rumored IPO. To improve ad targeting, the popular messaging app last week announced Snap Audience Match, which lets brands take their email lists and files of mobile device IDs, and then anonymously sync the data with Snapchat's user pool. The company also will let a brand target viewers based on what content categories they follow. A Fortune 500 marketer, who requested anonymity, said talks are underway with Snapchat to launch pilot programs around the ad-targeting initiative.

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Snapchat Will Hit Nearly $1 Billion in Ad Revenue by the End of 2017

September 6, 2016  |  Media Week  |  No Comments

Snapchat is on track to make $366.7 million in advertising sales this year, according to a new report from eMarketer. It's the first time that eMarketer has tracked the app's revenue, and the research firm expects it to make $935.5 million—a 151 year-over-year increase—by the end of next year, close to the $1 billion that was revealed through leaked documents earlier this year. Despite its daily audience of 150 million users—many of whom are the young millennials that advertisers covet—Snapchat only makes up 2.3 percent of total social ad dollars compared to Facebook, Twitter, Google and others. The app also launched its API earlier this summer with a group of ad-tech companies to power data about advertisers' campaigns, which has been a lingering concern for brands. "Snapchat has improved its targeting capabilities and partnered with 11 measurement firms to address the concerns voiced early on," said Cathy Boyle, a principal analyst at eMarketer. "What they have yet to prove is whether they can consistently deliver a better return on investment for advertisers than other social networks." In terms of inventory, Snapchat Discover ads that run within the publisher hub section of the app make up 43 percent of Snapchat's U.S. revenue currently, but eMarketer predicts that to change in the coming years. Over the past year, Snapchat has added ad formats like sponsored lenses, geofilters and Live Stories where advertisers run 10-second video ads alongside user-generated content collected from events and holidays. By 2017, eMarketer expects for Live Stories to become Snapchat's biggest moneymaker, bringing in 37.8 percent of the company's U.S. sales. By 2018, Snapchat's year-over-year growth is expected to slip a bit—by 88.2 percent—to reach $1.7 billion in ad sales. Here's a more detailed look at how eMarketer sliced up Snapchat's ad placements

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Why Is It Still So Hard to Share Audio Files in Social Media?

September 2, 2016  |  Media Week  |  No Comments

While continuous advances in social media and mobile technology have warmly embraced the sharing of photos, articles and videos, audio has been left in the cold—despite the recent resurgence of podcasts. The absence of truly direct ways to share audio files, whether they be songs or podcasts, via Facebook and Twitter has left musicians and podcasters scrambling for workarounds in order to avoid the dilemma faced by application developers—fighting for attention in increasingly crowded app stores (mainly iTunes) and hoping for discoverability via search engines. For the most part, podcasters must resort to sharing links to their content, which does not endear them to social network users, who are often reluctant to click through and leave their networks for other environments, nor to the social networks themselves, as they tend to prioritize "native" content, or content uploaded directly to their networks. Workarounds do exist. Twitter's integration of audio cards from SoundCloud presented podcasters with the opportunity to post their content directly to that social network, but there are pitfalls there, too.

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IAB Expands Its International Reach With New Dmexco Partnership

August 22, 2016  |  Media Week  |  No Comments

The Interactive Advertising Bureau has inked a deal with Dmexco, one of the world's largest digital media and technology conferences. As part of its role as Dmexco's official international partner, the IAB will send its execs to speak at the conference held in Cologne, Germany on Sept. 14 and 15. Last year's Dmexco conference brought more than 43,0000 attendees, and keynote speakers for this year include Twitter CEO Jack Dorsey, Mondelez's CMO Dana Anderson and AOL chairman/CEO Tim Armstrong. "The U.S. digital economy is not just the largest but also the most important market for business and innovations, and it has been strongly anchored at Dmexco for many years now," said Dmexco organizers Christian Muche and Frank Schneider in a joint statement. "Dmexco will provide IAB and its members with inspiring knowledge sharing and unique potential for making good business deals. In return, Dmexco will benefit from the extensive expertise of IAB and its high-caliber speakers at the conference." The two trade organizations have partnered in the past. At this year's Mobile World Congress in Barcelona, the companies created a day-long event dubbed "Turning mobile into mobility" that was sponsored by Facebook, Google and Nasdaq.

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3 Brands Using Facebook in Particularly Effective Ways During the Rio Games

August 17, 2016  |  Media Week  |  No Comments

Thanks to the explosive growth of platforms like Snapchat, Instagram, Twitter and Facebook, the 2016 Rio Games are widely assumed to be the most social ever. And they're also easily the most mobile. Marcos Angelini, the head of Facebook's office in Brazil, said that during the opening ceremony alone, 52 million people had about 110 million interactions on the platform, while another 21 million had 62 million actions on Instagram. (Brazil was the most active country, with about 13 percent of all Brazilian users engaged during the opening ceremony.) All of these interactions provide for a "massive" audience, which Angelini—who spent the past 21 years at Unilever before joining Facebook—said is being thoroughly utilized by brands during the Olympics. Because Facebook is a "natural repository" for sharing stories, Angelini said the Olympics have been an easy pitch for advertisers. (According to Facebook, at least 80 percent of users are connected to at least one business on the platform.) "The world is watching," he said. "We believe we have a very, very important responsibility in making sure that the world watches, that it's engaged with the athletes and the whole organization." On the first day of the games, the top three countries talking about brand sponsors on Facebook were the U.S., Brazil and Mexico.

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Instagram Debuts an Events Feature That Curates User-Generated Videos

August 17, 2016  |  Media Week  |  No Comments

Instagram is taking another step today in what is turning into a full-blown Snapchat blitz. The Facebook-owned video- and photo-sharing platform announced it's rolling out an Events video channel on its Explore page that curates user-generated videos from major events like concerts and sports. Like the rest of Explore, the feature is personalized for each user based on the photos and videos they like and who they follow. So far, the updates are only available in the U.S., but Instagram says it plans to bring the feature to the rest of the world soon. Here's how it works: Clicking on a video from Adele's concert in Phoenix, for example, lets users swipe down to scroll through other videos taken at the same show. Another video curated today shows footage from the Rio Olympics featuring track and field athletes. It's not the first time Instagram has tried its hand at curated videos. As Fortune points out, it created a hand-picked list of videos for Halloween last year. Earlier this month, Instagram debuted its Stories feature that lets users take photos and 10-second videos that disappear after 24 hours. (Instagram CEO Kevin Systrom told Techcrunch that Snapchat deserves "all the credit" for making the format popular.) Instagram has also been trying out live filters similar to Snapchat's. Marcos Angeli, head of Facebook's office in Brazil, told Adweek the filters have been quickly adopted in the beta markets of Brazil and Canada during the Olympics.

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Here Are the 10 Buzziest Social Media Moments From U.S. Olympians This Past Week

August 15, 2016  |  Media Week  |  No Comments

Each week for the Olympics, data and analytics platform ListenFirst is providing Adweek with exclusive analysis of which members of Team USA are getting the most traction on social media. Last week , the heat of 10 was led by gymnast Simone Biles, followed by soccer player Alex Morgan and tennis star Serena Williams. However, during the second week, a few different athletes rose to the top, with gymnast Aly Raisman vaulting to the top spot. Biles remained in the top three, sliding from first to second, while Michael Phelps climbed (or swam) from sixth to third. The rankings are based on each person's digital engagement rating (DER). The rating—based on data from Facebook, Google+, Instagram, Tumblr, Twitter, Wikipedia and YouTube—is a raw aggregate of daily engagements based on owned, earned and organic behavior by consumers. Here are the top 10 for the week of Aug. 8 to Aug

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Olympic Roundup: Michael Phelps ‘Not Coming Back in 4 Years’

August 13, 2016  |  Media Week  |  No Comments

Friday Michael Phelps put an end to any speculation that he will return to the Olympic games in four years, and Katie Ledecky smashed her own world record for the 800-meter freestyle. The U.S. remained on top of the medal count (now 50) again on Friday. Here's what marketers need to know about the last 24 hours of the Olympics: Michael Phelps on Olympic Future: 'I Am Not Coming Back in Four Years' Ryan Lochte speculated that competitor Michael Phelps will be returning to the pool at the Olympic games in four years. However, Phelps himself confirmed that he is in fact retiring. (USA Today) Here's the total medal leaderboard as it stood going into Saturday, according to NBC Olympics: Leaderboard United States: 50 China: 37 Japan: 24 Great Britain: 22 Russia: 22 Ledecky Defends 800-Meter Free Title, Crushes Her Own World Record Michael Phelps isn't the only swimmer who made news at the Olympics on Friday

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Snapchat Influencers Start Labeling Social Endorsements as Paid Ads

August 3, 2016  |  Media Week  |  No Comments

For months, brands have leaned heavily on Snapchat's biggest celebrities to run under-the-radar campaigns that subtly promote their products in the form of sponsored posts that are seen by influencers' millions of followers. Now those creators are beginning to mark branded content with disclaimers that adhere to the Federal Trade Commission's guidelines. Unlike other platforms like Instagram and Twitter where social celebs typically have to clearly label their content as paid endorsements, sponsored content on Snapchat has been murky for marketers until recently. Snapchat doesn't have any strict rules for content creators to abide by, and it can be difficult to find misleading content since posts automatically disappear within 24 hours. But this week, a handful of the platform's biggest stars— Shaun McBride , Josh Peck and the Eh Bee Family—have posted copy that is marked with hashtags such as #paid, #ad and #sponsored to indicate that their posts are paid for by brands. "With more influencers creating content on Snapchat, you're seeing everyone follow along [with FTC guidelines,]" said Nick Cicero, CEO of Delmondo, a startup that pairs up influencers with brands. "The widely accepted industry best practice is still using #ad and you see more influencer campaigns being executed on Snapchat—it's a universal understanding." Yesterday, McBride—the Snapchat artist more commonly known as Shonduras—posted a Snapchat story from a Samsung event in New York that unveiled its new Note 7 smartphone. Before the event, McBride posted a picture with the hashtag #collab to disclose to his fans that he was being paid to post on his Snapchat account. "I usually comply with whatever the brand feels is the right decision," McBride said in an email. McBride's Snapchat story Meanwhile, YouTube and Vine family the Eh Bee Family teased a branded YouTube video created for Nintendo's Mario Kart Battle game on Snapchat yesterday with a single post marked as #paid that was uploaded using the app's recently launched Memories feature. "We just want to be transparent with our fans, and we're glad that we can upload from our camera roll as it allows us to better position FTC disclaimers without ruining the overall experience," the Eh Bee Family said in an emailed statement. Indeed, the number of celebrities disclosing their posts as paid has seemingly grown overnight. Josh Peck and David Lopez are among a handful of celebs promoting a sponsored lens from Amazon today, and Mondelez-owned Sour Patch Kids chose to have music app star Baby Ariel take over the brand's Snapchat account to create a story during Sunday's Teen Choice Awards that she labeled with the hashtag #ad. Social celeb Josh Peck promoted Amazon's Echo. Advertisers and creators have long struggled with labeling so-called native advertising so that it's legally disclosed but doesn't annoy an influencer's millions of followers. When Lord & Taylor failed to acknowledge that it paid 50 bloggers to photograph themselves wearing the same dress, the FTC cracked down on the retailer in March . For its part, Facebook recently loosened its grip on branded content so that publishers and creators can create custom content on the platform that is marked with sponsored tags, similar to YouTube's policies. Snapchat's ephemeral posts and lack of rules on paid content can be particularly tricky for advertisers. Alexa Mehraban, who runs the popular EatingNYC account on Instagram, recently told Adweek that branded content on Snapchat is "still a pretty gray area" compared to Instagram and other social platforms.

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