BuzzFeed Launches New Ad Format to Further Monetize Its Big Social Reach

BuzzFeed's made a name for itself with a cross-platform distribution model that relies heavily on publishing to social platforms. Now, it's looking to leverage that reach for more brand dollars. During a keynote at South by Southwest Interactive, BuzzFeed's marketing chief Frank Cooper unveiled a beta test of an ad format dubbed Swarm. It allows advertisers to run campaigns simultaneously across all of his company's Web and mobile properties and six of its social platforms: Snapchat Discover, Vine, YouTube, Facebook, Instagram and Tumblr. "Instead of forcing all your traffic and spending all your resources to drive people to your owned and operated platforms, why not go to where they are," Cooper said. "We've done it, and in doing that we've built this power of an audience that crosses these different platforms." Cooper added that Swarm is a "cross-platform strategy that's designed to light up our entire network in a big, coordinated post." He didn't mention pricing for the ad unit during his address, although it's safe to say it will cost a premium compared to other BuzzFeed buys. NBCUniversal was the first to test the ad format to promote the movie Sisters, which stars Tina Fey and Amy Poehler. One week before the flick was released in December, the film studio ran ads across all of BuzzFeed's social and Web properties, resulting in BuzzFeed content making up three of the movie's top 10 pieces of content on Facebook that were tagged with the film's hashtag. "We're... Continue reading at 'AdWeek'

[ AdWeek | 2016-03-13 00:00:00 UTC ]
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Ad revenue falls again at The New York Times Co.

Ad revenue at The New York Times Co. declined 8.9% in the third quarter from the quarter a year earlier as print ad revenue dropped 10.9% and digital ad revenue slipped 2.2%, the company said today. Circulation revenue, however, increased 7.4% on the strength of growing digital subscriptions and... Continue reading at Crains New York

[ Crains New York | 2012-10-25 00:00:00 UTC ]
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Esquire to launch £6 biannual style guide

Hearst Magazines UK's Esquire is to publish the first edition of The Big Black Book, a biannual style guide, in March next year. Continue reading at Media Week

[ Media Week | 2012-10-24 00:00:00 UTC ]
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Confronting the Big Issues in Indian Publishing

A lack of trained professionals, of distribution channels for books, of good infrastructure, and piracy plague Indian publishers, but a dialogue for change has begun. Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2012-10-24 00:00:00 UTC ]
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Amazon confirms Japan Kindle launch

Amazon will open a Kindle store in Japan next month, selling Japanese language Kindle e-readers... Continue reading at The Bookseller

[ The Bookseller | 2012-10-24 00:00:00 UTC ]
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Australia launches Stella Prize for women's writing

Australia's first major literary prize for women's writing, the Stella Prize, said to be... Continue reading at The Bookseller

[ The Bookseller | 2012-10-22 00:00:00 UTC ]
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Bertrams to launch online bookseller

UK book wholesaler Bertrams is teaming up with former Book Depository IT director Will Jones to... Continue reading at The Bookseller

[ The Bookseller | 2012-10-22 00:00:00 UTC ]
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Collins launches 'revolutionary' Atlas app

Collins has launched a new Atlas app for iPhones and iPads, allowing users to explore the world... Continue reading at The Bookseller

[ The Bookseller | 2012-10-18 00:00:00 UTC ]
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Has UK E-Book Adoption Reached a Plateau?

The UK has seen a slight slowdown in ebook sales growth over the last year. Does this mean ebooks have reached a plateau among readers? Michael Bhaskar examines the situation. Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2012-10-18 00:00:00 UTC ]
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Australia to Play Big Role in News Corp.'s Publishing SpinOff

In splitting News Corp. into two companies, Rupert Murdoch is creating something he hasn't had in years: an Australian media company. By some measures, the publishing company to emerge from the division of News Corp. sometime next year will have ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2012-10-17 00:00:00 UTC ]
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Johnny Depp will launch a publishing imprint

Infinitum Nihi – Johnny Depp's new publishing imprint with partner HarperCollins – will publish titles including a Bob Dylan biography and a novel by Woody Guthrie. Continue reading at The Christian Science Monitor

[ The Christian Science Monitor | 2012-10-16 00:00:00 UTC ]
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Amazon.com tells customers: settlements a "big win"

Amazon.com has begun telling customers that they may be eligible to receive a refund on ebooks... Continue reading at The Bookseller

[ The Bookseller | 2012-10-15 00:00:00 UTC ]
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The Irrational Allure of the Next Big Thing

Earlier this week, Random House shelled out more than $3.5 million for Lena Dunham’s first book, Not That Kind of Girl. She has an amazing résumé for anyone, let alone a 26-year-old, having directed two feature films and scored four Emmy nominations for her TV show, HBO’s Girls. But what makes... Continue reading at Slate

[ Slate | 2012-10-12 00:00:00 UTC ]
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Last-minute delay to UK Nook launch

The UK launch date for Nook e-readers has been delayed by two weeks, with the products now not... Continue reading at The Bookseller

[ The Bookseller | 2012-10-12 00:00:00 UTC ]
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Sharethrough Grabs $5 Million in Funding for Native Ad Push

Sharethrough founder and CEO Dan Greenberg is one of the more vocal evangelists of the native advertising talk that has recently bubbled up. While native advertising isn’t an easy sell to media buyers who typically prefer traditional buying methods, the online video advertising startup has grown... Continue reading at AdWeek

[ AdWeek | 2012-10-11 00:00:00 UTC ]
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Harper and PT launch global system

HarperCollins will introduce a “globally integrated system” for its editorial,... Continue reading at The Bookseller

[ The Bookseller | 2012-10-11 00:00:00 UTC ]
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Complex Media Launches Alternative Food Media Site

Complex Media, a trend-spotting network of style, sports and entertainment media aimed at 18-34 year old males, has now entered the food space with the launch of FirstWeFeast.com. Continue reading at Folio Magazine

[ Folio Magazine | 2012-10-11 00:00:00 UTC ]
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Chicago Tribune Launches Ebook Initiative - but L.A. Times Opts Out

Tribune Company has kicked off an ebook initiative in partnership with Agate Publishing, collecting stories and photos from the Chicago Tribune and two other newspapers and selling them as digital long-form features. Tribune, which has already relea ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2012-10-11 00:00:00 UTC ]
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