Bloomberg Media made a case to advertisers today that it could target consumers of various generations across distribution platforms at its first Digital Content NewFronts presentation. Part of the 34-year-old media company's pitch revolved around a message that suggested we're all acting like smartphone-toting, swipe-happy millennials now—even business news aficionados. "It's like Tinder for video," said Bloomberg Digital chief digital officer and editor Joshua Topolsky, describing the company's new offering—Responsive.TV. "You do fall in love every once in a while." Topolsky's comments amused a packed house of a few hundred marketers, but the point made by the former editor in chief of The Verge was apropos for a media conglomerate wanting to show it's in tune with the zeitgeist—a challenge for all traditional media brands. So while Bloomberg unveiled several new series and ad products, Responsive.TV received the most stage time at the New York event. Bloomberg has partnered with agency Stinkdigital to create Responsive.TV, which is designed to give digital viewers more flexibility in terms of how they consume video, whether it's repurposed television or digitally dedicated clips. Specifically, it's going to offer the quick bursts of information Topolsky alluded to with his Tinder analogy. Since Bloomberg learned, via surveys, that 45 percent of its audience doesn't want long video, Responsive.TV will cut up clips into small pieces. "What's the best way to tell the... Continue reading at 'AdWeek'
[ AdWeek | 2015-04-28 00:00:00 UTC ]