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 ]
Everyone’s favourite stormtrooper will be developing new movies with Netflix – one of several creators who have turned to enabling the work of othersToni Morrison knew a thing or two about stories. In 1994 she saw the “political correctness debate” as being about “the power to be able to define.... Continue reading at The Guardian
[ The Guardian | 2020-03-15 18:32:03 UTC ]
More news stories like this
These days, it seems like every book that gets even the barest amount of hype gets snapped up by a production company in the first month of its publication, but that doesn’t necessarily mean those are the books whose adaptations get made. 2020 starts out with a whole host of movies adapted from... Continue reading at Literrary Hub
[ Literrary Hub | 2020-01-16 09:50:47 UTC ]
More news stories like this
Congrats to Susan Choi for ending the year on a high note: her novel Trust Exercise, which won this year’s National Book Award for Fiction, is in development to become a limited television series with FilmNation Entertainment. Choi will write the series for FilmNation Entertainment, which was... Continue reading at Literrary Hub
[ Literrary Hub | 2019-12-12 21:43:30 UTC ]
More news stories like this
Open Mike Productions, the production company behind “Live at the Apollo” and “The Last Leg”, has optioned journalist James Felton’s 52 Times Britain Was A Bellend (Sphere) for a comedy TV series. Continue reading at The Bookseller
[ The Bookseller | 2019-11-12 05:26:52 UTC ]
More news stories like this
For publishers, this is a time of radical reinvention marked by a breakneck pace of innovation—and for the marketers that partner with them to connect with consumers, keeping up with the changing landscape is an endless challenge. To help make sense of everything that’s happening... Continue reading at Advertising Age
[ Advertising Age | 2019-10-25 16:35:00 UTC ]
More news stories like this
For publishers, this is a time of radical reinvention marked by a breakneck pace of innovation. To make sense of the changing landscape for both digital-native and traditional publishers, Ad Age is convening a high-level gathering of some of the best minds in the business. At Ad Age Publishing:... Continue reading at Advertising Age
[ Advertising Age | 2019-10-22 14:50:00 UTC ]
More news stories like this
Fane has revealed plans for international expansion, with the production company to open a new office in Australia. Continue reading at The Bookseller
[ The Bookseller | 2019-10-22 14:39:35 UTC ]
More news stories like this
A new podcast exploring race and identity in literature with guests including Bernardine Evaristo, Sara Collins and Derek Owusu has been launched, sponsored by Idris Elba’s production company. Continue reading at The Bookseller
[ The Bookseller | 2019-10-21 13:07:13 UTC ]
More news stories like this
For publishers, this is a time of radical reinvention marked by a breakneck pace of innovation. To make sense of the changing landscape for both digital-native and traditional publishers, Ad Age is convening a high-level gathering of some of the best minds in the business. At Ad Age Publishing:... Continue reading at Advertising Age
[ Advertising Age | 2019-10-18 16:17:19 UTC ]
More news stories like this
[caption id="attachment_171791" align="alignright" width="300"] The Apollo 13 crew onboard the USS Iwo Jima after splashdown in the South Pacific Ocean.[/caption] You will be familiar, I suppose, with Apollo 13—if not the phenomenal movie, perhaps the unfortunate outer-space incident that... Continue reading at Folio Magazine
[ Folio Magazine | 2019-10-01 15:35:11 UTC ]
More news stories like this
Hearst Magazines has announced the launch of two new illustrated lifestyle book imprints, Hearst Home and Hearst Kids, which are designed to take advantage of the media company’s portfolio of brands. Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-09-26 04:00:00 UTC ]
More news stories like this
News Corp wants to give people an alternative to Google News and Apple News. The media company that owns Dow Jones Newswires and HarperCollins is working on its own news aggregation service, reported The Wall Street Journal. The service will be calle... Continue reading at Engadget
[ Engadget | 2019-08-22 21:14:00 UTC ]
More news stories like this
Penguin Random House is set to acquire the book publishing assets of F+W Media following the media company’s bankruptcy, with the effects on F+W's UK division unclear. Continue reading at The Bookseller
[ The Bookseller | 2019-06-17 19:21:17 UTC ]
More news stories like this
The New York Rights Fair opened with a conversation about the evolution of actor Reese Witherspoon's production company, Hello Sunshine, and her wildly popular Instagram book club, an engine for bestsellers. Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-05-30 04:00:00 UTC ]
More news stories like this
While many publishers remain hesitant to produce videos for Instagram’s IGTV without a formal monetization system in place, Meredith Corporation is rolling out a slate of 20 original series for the long-form, vertical video app. The media company has launched 18 series across its brands to date,... Continue reading at Publishing Executive
[ Publishing Executive | 2019-05-23 17:10:11 UTC ]
More news stories like this
YouTube CEO Susan Wojcicki at the YouTube Brandcast 2018 presentation at Radio City Music Hall on May 3, 2018 in New York City. Credit: Taylor Hill/FilmMagicMark your calendars: TV networks and digital publishers are gearing up to make their annual pitches to media buyers and marketers in their... Continue reading at Advertising Age
[ Advertising Age | 2019-02-20 00:00:00 UTC ]
More news stories like this
Production company New Pictures has optioned the TV and film rights to Sarah Govett’s YA novel The Territory (Firefly Press). Continue reading at The Bookseller
[ The Bookseller | 2018-11-20 00:00:00 UTC ]
More news stories like this
When Walgreens launched a new loyalty program for its beauty lines in 2016, it coupled it with an advertising campaign to drive signups. As part of this campaign, it turned to the USA Today Network to reach its target audience: Women. What’s odd about picking the USA Today Network for this... Continue reading at Folio Magazine
[ Folio Magazine | 2018-07-23 00:00:00 UTC ]
More news stories like this
Meg Wolitzer's latest is optioned by Nicole Kidman's production company, Universal Pictures nabs a 2018 graphic novel published by First Second, and more. Continue reading at Publishers Weekly
[ Publishers Weekly | 2018-04-23 00:00:00 UTC ]
More news stories like this