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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This is a transcript of the Sept. 10 edition of Working. These transcripts are lightly edited and may contain errors. For the definitive record, consult the podcast. Continue reading at Slate
[ Slate | 2017-09-18 00:00:00 UTC ]
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This season on Working, we’re talking to the people who make Batman comics, leading you through the artistic production process. Continue reading at Slate
[ Slate | 2017-09-17 00:00:00 UTC ]
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This is a transcript of the Sept. 3 edition of Working. These transcripts are lightly edited and may contain errors. For the definitive record, consult the podcast. Continue reading at Slate
[ Slate | 2017-09-15 00:00:00 UTC ]
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This season on Working, we’re talking to the people who make Batman comics, leading you through the artistic production process. Continue reading at Slate
[ Slate | 2017-09-10 00:00:00 UTC ]
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This season on Working, we’re talking to the people who make Batman comics, leading you through the process from initial scripting to fully finished art. Continue reading at Slate
[ Slate | 2017-09-04 00:00:00 UTC ]
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Sir Terry Pratchett's unfinished books have been crushed by a steamroller in accordance with the late fantasy author's wishes. Continue reading at The Bookseller
[ The Bookseller | 2017-08-31 00:00:00 UTC ]
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Foreign Policy taps a new editor-in-chief, Refinery29 names a senior fashion editor, and more… The post T Magazine, Trusted Media Brands Staff Up | People on the Move appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2017-08-24 00:00:00 UTC ]
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As an American author and her Russian publisher reveal, literary censorship is ongoing, and reports indicate that Moscow is increasing its efforts. The post Reports: Russian Censorship Is Being Intensified; Translated Work Examined appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-08-17 00:00:00 UTC ]
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Grindr hopes its new publishing arm can win over big brands that would otherwise steer clear of hookup apps. The post ‘The app isn’t always brand-safe’: Why Grindr is trying to become a publisher appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-08-16 00:00:00 UTC ]
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After quietly rolling out a digital publication earlier this year, Grindr is making its push into digital media official today with the launch of lifestyle site Into, which it hopes will attract ad dollars from brands looking to advertise around LGBTQ content. Into launched in March as part of a... Continue reading at AdWeek
[ AdWeek | 2017-08-15 00:00:00 UTC ]
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The 17-strong longlist for the 2017 Financial Times and McKinsey Business Book of the Year has been announced, with perspectives on modern phenomena such as driverless cars, Uber and the history of the iPhone, and studies on Facebook, Google, and Amazon making the cut. Continue reading at The Bookseller
[ The Bookseller | 2017-08-15 00:00:00 UTC ]
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Netflix acquires comic book publisher Millarworld. Barnes & Noble Education adds positions in Brazil, France, Mexico with Student Brands. The post Acquisitions: Netflix Buys Millarworld; Barnes & Noble Education Buys Student Brands appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-08-08 00:00:00 UTC ]
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Barnes & Noble Education has acquired Student Brands, a direct-to-student subscription-based writing skills service, for $58.5 million. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-08-07 00:00:00 UTC ]
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A "massive deficit" of brand building is dragging down the economy, according to Irwin Gotlieb, global chairman of GroupM.When the history books get written on the last 15 years, Irwin told me in a video interview for his induction into the Advertising Hall of Fame, "I think they will say that... Continue reading at Advertising Age
[ Advertising Age | 2017-07-31 00:00:00 UTC ]
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The bi-monthly magazine hits the stands on August 8. The post Trusted Media Brands to Distribute Reminisce Across Newsstands appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2017-07-27 00:00:00 UTC ]
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Publishers are dusting off Facebook Shop, a tool first rolled out to brands, as they look to develop their affiliate commerce revenues. The post Why publishers are testing an old Facebook tool originally designed for brands appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-07-25 00:00:00 UTC ]
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With the audio market on the rise Miriam Robinson looks at what publishers are doing in the space. Continue reading at The Bookseller
[ The Bookseller | 2017-07-15 00:00:00 UTC ]
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Manage stress and boost your productivity at work using mindfulness. Mindfulness at Work Essentials For Dummies explores the many benefits of utilizing mindfulness techniques in the workplace, offering managers, HR professionals and business people of all levels guidance on how mindfulness can... Continue reading at Betanews
[ Betanews | 2017-07-13 00:00:00 UTC ]
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A few years ago, it would have been unthinkable for a major TV company to talk about digital publishers during its upfront presentation. The post Something old, something new: Inside NBCUniversal and BuzzFeed’s union appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-06-27 00:00:00 UTC ]
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Hodder & Stoughton has commissioned BuzzFeed writer Hannah Jewell to author 100 Nasty Women of History, a book profiling women united by the fact they were all "too scandalous, too difficult, and too unladylike for their time". Continue reading at The Bookseller
[ The Bookseller | 2017-06-27 00:00:00 UTC ]
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