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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With most of the British Isles going back into lockdown over the past few weeks, The Bookseller is inviting people from across the trade to share their thoughts and experiences. Continue reading at The Bookseller
[ The Bookseller | 2020-11-09 01:38:36 UTC ]
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DoubleVerify said Monday that its Authentic Brand Safety targeting is now available on Google Display & Video 360, Google Marketing Platform's demand-side platform. The digital media measurement, data and analytics platform said Authentic Brand Safety enables consistent activation of brand... Continue reading at AdWeek
[ AdWeek | 2020-11-02 18:20:24 UTC ]
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A classic library of health books becomes new again and aims to reach another generation of readers. (Sponsored) Continue reading at Publishers Weekly
[ Publishers Weekly | 2020-11-02 05:00:00 UTC ]
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Hodder Studio has pre-empted a "captivating and joyous" debut novel from Buzzfeed editor and writer Tomi Obaro, set in Lagos and following the evolving fates of three best friends. Continue reading at The Bookseller
[ The Bookseller | 2020-10-30 07:36:18 UTC ]
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Although Clive Staples Lewis (1898-1963) – known as ‘Jack’ to his friends and family – is best-known for his seven children’s fantasy novels set in the land of Narnia, C. S. Lewis wrote a number of other works – fiction and non-fiction, science fiction and literary criticism – which have […] Continue reading at Interesting Literature
[ Interesting Literature | 2020-10-29 15:00:09 UTC ]
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HarperCollins is collaborating with graphic design company Design and Art Direction (D&AD) to find an emerging designer who will create a new brand identity for C S Lewis' The Chronicles of Narnia series. Continue reading at The Bookseller
[ The Bookseller | 2020-10-29 10:43:11 UTC ]
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Getting an MLIS to work in libraries while working a full time job can be challenging, and this librarian shares her experience. Continue reading at Book Riot
[ Book Riot | 2020-10-12 10:30:00 UTC ]
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Unions are calling on the UK government to exert pressure on Amazon over its working conditions after a report by the TUC claimed the retail giant had been awarded government and local authority contracts worth £630m since 2015. Continue reading at The Bookseller
[ The Bookseller | 2020-10-12 09:51:08 UTC ]
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Michael Specter’s audiobook biography shapes the story of Anthony Fauci into a stirring, and very American, morality play. Continue reading at The New York Times
[ The New York Times | 2020-10-06 20:52:57 UTC ]
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Thomas Nelson's Nelson Books imprint is partnering with bestselling author Lysa TerKeurst on COMPEL, a new author training and publishing program geared toward female Christian authors. Continue reading at Publishers Weekly
[ Publishers Weekly | 2020-10-05 04:00:00 UTC ]
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Communications agency Midas has launched a new brand identity as it expands into fresh business areas under c.e.o. Jason Bartholomew. Continue reading at The Bookseller
[ The Bookseller | 2020-09-22 17:44:05 UTC ]
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Scottish author Douglas Stuart talks to us about his Booker Prize 2020-shortlisted début novel, Shuggie Bain. Continue reading at The Bookseller
[ The Bookseller | 2020-09-15 13:46:50 UTC ]
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The fear of nuclear annihilation during the Cold War was so palpable that a common joke at the time was: "What do you want to be if you grow up?" In the late 1950s, 60% of American children suffered nightmares about it. Hollywood didn't help. During the 1950s, science fiction crossed to the dark... Continue reading at AdWeek
[ AdWeek | 2020-09-14 00:00:00 UTC ]
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Extinction Rebellion protests at News Corp sites condemned by Society of Editors as ‘attempt to silence other voices’Ministers and MPs from all parts of the political spectrum have condemned Extinction Rebellion for blocking the delivery of newspapers across the UK on Saturday.Four national... Continue reading at The Guardian
[ The Guardian | 2020-09-05 17:00:00 UTC ]
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Some of the world's largest brands are spending more on programmatic advertising, just as the practice is set to become much harder. Members of the World Federation of Advertisers (WFA) are directing 41% of their digital media budgets to programmatic channels, up from 16% in 2016. Exact figures... Continue reading at AdWeek
[ AdWeek | 2020-08-20 15:32:30 UTC ]
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Best known for “The Blue Fairy Book,” Lang was an astonishingly productive and pivotal figure in late 19th-century English literature. Continue reading at The Washington Post
[ The Washington Post | 2020-08-12 07:22:09 UTC ]
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The artistic director for The Working Class Writers' Festival is issuing a call-out to publishers, agents and booksellers to get involved in next year's event. Continue reading at The Bookseller
[ The Bookseller | 2020-08-10 22:51:27 UTC ]
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The year 1975 was notable for a few reasons: the debut of Saturday Night Live, the disappearance of Jimmy Hoffa, Patty Hearst landed on the FBI’s Most Wanted list, the Vietnam War came to an end, and Bruce Springsteen released his hit album Born to Run. That summer the movie Jaws would reign... Continue reading at Literrary Hub
[ Literrary Hub | 2020-07-31 08:48:30 UTC ]
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Chris Kane's job is to take a look at a brand's digital ad buys to see where there are overlaps that can be eliminated to improve the efficiency of the entire strategy. But in order to do that, brands have to understand exactly what they're buying through each exchange. Kane, founder and... Continue reading at AdWeek
[ AdWeek | 2020-07-29 21:03:28 UTC ]
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The shortlists for both the Photography and Moving Image Book Awards of the Kraszna-Krausz Foundation are this year dominated by the theme of identity. Continue reading at The Bookseller
[ The Bookseller | 2020-07-24 15:31:14 UTC ]
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