If there's ever a case for the viral success of native video content, it's the partnership between Buzzfeed and Purina. The millennial-targeted publisher and the pet brand have worked together on several popular campaigns, including the Sad Cat Diary (17.4 million views), A Cat's Guide To Taking Care of Your Human (6.6 million views) and Dear Kitten (16.5 million views). All the eyeballs mean that the content is popular, but marketers have been curious about whether brand lift can be created without plastering the logo throughout the video or injecting the product into the storyline. Buzzfeed and Purina, however, see no need to insert products to get positive results. According to Nielsen Research presented during Advertising Week, people who saw Dear Kitten were 57 percent more likely to want to buy wet food for their cat compared to a control group. Buzzfeed gm of video Jonathan Perelman said Dear Kitten's success wasn't just because the web is crazy for cats. Rather, the results stem from combining data from previous campaigns to create custom content for specific marketers. Here's exactly what he means by that: Buzzfeed Videos All Have the Same Three Pillars: Emotion, Identity and Information Digital video isn't like traditional storytelling with a narrative arc, so there's no need to think of creating content that way, according to Perelman. Not all pieces need a great story—for example, Dear Kitten is basically a list. "Storytelling is a component, but it's... Continue reading at 'AdWeek'
[ AdWeek | 2014-10-08 00:00:00 UTC ]
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Claire Thomas’s three female protagonists ponder their worries while watching Samuel Beckett’s “Happy Days.” Continue reading at The Washington Post
[ The Washington Post | 2021-03-23 16:59:08 UTC ]
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A branch of The Works is to open in Edinburgh's Straiton Retail Park, coinciding with the reopening of bookshops across Scotland on 26th April, The Bookseller can report. Continue reading at The Bookseller
[ The Bookseller | 2021-03-22 06:49:48 UTC ]
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Racist policy choices ultimately deprive society as a whole, writes Heather McGhee. Continue reading at The Washington Post
[ The Washington Post | 2021-03-12 13:00:00 UTC ]
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Three Oxford-based groups of publishing workers are launching a survey to explore the experience of working from home and how work patterns might change after lockdown. Continue reading at The Bookseller
[ The Bookseller | 2021-02-16 17:30:43 UTC ]
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The Seventy-Five Pages, out next month, contains germinal versions of episodes developed in In Search of Lost Time and opens ‘the primitive Proustian crypt’For everyone who decided to bite the madeleine and read all 3,000-odd pages of Marcel Proust’s In Search of Lost Time during lockdown,... Continue reading at The Guardian
[ The Guardian | 2021-02-16 15:21:36 UTC ]
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Hearst Magazines said its affiliate e-commerce business is up over 150% compared to January of last year. It's applying these insights to licensing. The post Hearst turns to first-party data to look for new brand licensing categories appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2021-02-10 05:01:00 UTC ]
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Reading choices for your night in — whether you like sweet, steamy or need a good cry. Continue reading at The Washington Post
[ The Washington Post | 2021-02-05 13:00:00 UTC ]
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New issue, dedicated to work by current and former prisoners, provokes uproar after it emerges one poet has served time for child pornography offencesThe US’s prestigious Poetry magazine has doubled down on its decision to publish a poem by a convicted sex offender as part of a special edition... Continue reading at The Guardian
[ The Guardian | 2021-02-03 16:08:52 UTC ]
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EA has formed a new studio to develop the next Skate game. On Wednesday, the publisher announced the existence of Full Circle, which, like previous Skate developer Black Box, will be based out of Vancouver, Canada. EA has tapped Daniel McCulloch, who... Continue reading at Engadget
[ Engadget | 2021-01-27 17:56:08 UTC ]
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JK Rowling is. John le Carré isn’t. Albert Camus and F. Scott Fitzgerald are. George Orwell might or might not be. I’m talking about registered trade marks. Authors make copyright works, and their agents’ job is to maximise revenues from those intangibles. End of story, right? Kind of. A... Continue reading at The Bookseller
[ The Bookseller | 2021-01-26 12:24:33 UTC ]
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News of a Harry Potter show in early development at HBO Max begs the question: what can justify another extension to an already stretched universe?When I saw the news, reported by the Hollywood Reporter, that HBO Max was in talks to develop live-action Harry Potter television series, all details... Continue reading at The Guardian
[ The Guardian | 2021-01-25 21:19:03 UTC ]
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His aggressive moves were paired with deference to states’ rights, James Oakes writes. Continue reading at The Washington Post
[ The Washington Post | 2021-01-22 13:00:00 UTC ]
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Our latest research confirms that the general public can tell the difference between an unsafe platform and a quality news publisher - so why can’t our industry? Continue reading at Media Week
[ Media Week | 2021-01-21 11:38:36 UTC ]
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Bookshops in Scotland will still be able to offer click and collect services despite a toughening of coronavirus restrictions, with Scottish First Minister Nicola Sturgeon branding books “essential items”. Continue reading at The Bookseller
[ The Bookseller | 2021-01-13 21:17:15 UTC ]
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As hospitals struggle to cope, Macmillan’s work on cancer care is more vital than ever. Continue reading at Media Week
[ Media Week | 2021-01-13 15:06:20 UTC ]
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Daunt Books Publishing has acquired Ordinary Notes by Christina Sharpe, a work of creative non-fiction about memorial and remembrance. Continue reading at The Bookseller
[ The Bookseller | 2021-01-11 23:40:05 UTC ]
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Eley Williams’s first novel follows characters living in London more than a century apart who toil to compile the same ill-fated dictionary. Continue reading at The New York Times
[ The New York Times | 2021-01-05 10:00:02 UTC ]
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George Orwell will have his words brought to life in new audiobooks from Penguin Random House, including his two best-known works: Nineteen Eighty-Four and Animal Farm. Continue reading at The Bookseller
[ The Bookseller | 2021-01-05 03:37:49 UTC ]
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Obama’s unfulfilled threat to Assad is among the episodes David Andelman explores. Continue reading at The Washington Post
[ The Washington Post | 2020-12-31 13:00:00 UTC ]
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If you've ever stopped browsing your B&N to wonder about life as a bookseller, here's a firsthand account of working at a Barnes & Noble. Continue reading at Book Riot
[ Book Riot | 2020-12-23 11:37:00 UTC ]
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