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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Gina Luck is joining Bonnier Zaffre in the newly-appointed role of brand director, working with authors Lynda La Plante and Wilbur Smith. Continue reading at The Bookseller
[ The Bookseller | 2017-06-27 00:00:00 UTC ]
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‘There is no copyright in an idea,’ freelance reporter told after complaining that Australian website rewrote her investigations under the bylines of its staffDaily Mail Australia has refused to pay a journalist for republishing parts of her work under its reporters’ bylines, telling her: “There... Continue reading at The Guardian
[ The Guardian | 2017-06-23 00:00:00 UTC ]
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A coloring book may sound tame, but "Legacy: An Off-Color Novella for You to Color," is by Chuck Palahniuk. Continue reading at Los Angeles Times
[ Los Angeles Times | 2017-06-21 00:00:00 UTC ]
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Instagram last week introduced a clearer way for users to determine when posts by influencers or publishers are the result of commercial relationships with the businesses they are posting about. The Facebook-owned app said users will see demarcations that read "paid partnership with" on such... Continue reading at AdWeek
[ AdWeek | 2017-06-21 00:00:00 UTC ]
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Facebook wants users to "lean back." No, that's not the sequel to Sheryl Sandberg's book "Lean In"; it's how people watch TV, unlike the way they scroll through the News Feed.For months, Facebook has been talking to its biggest media and publishing partners to introduce TV-worthy programming to... Continue reading at Advertising Age
[ Advertising Age | 2017-06-20 00:00:00 UTC ]
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The social network has resisted subscriptions on its app, but has evolved its stance as publishers grow more vocal about needing more financial support. The post Facebook’s working with publishers on paid subscriptions appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-06-16 00:00:00 UTC ]
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Facebook is giving advertisers more control over where their ads run, allowing them to opt out of appearing near content from specific publishers, according to new policies announced on Wednesday."We will show you all the publishers or pages on which your ad could theoretically run," said Michel... Continue reading at Advertising Age
[ Advertising Age | 2017-06-14 00:00:00 UTC ]
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With ad revenue challenging, magazine publishers including Time Inc. and Conde Nast are doubling down on brand licensing. The post Why Time, Conde Nast and other magazine publishers are charging into brand licensing appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-06-13 00:00:00 UTC ]
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Professor Selina Todd argues that you can be taught to write well, as demonstrated by American and Australian university students. Plus letters from Christopher Dodd and Anthony OrmsonIan Jack’s wariness towards writing manuals and classes is a peculiarly British response to teaching this craft... Continue reading at The Guardian
[ The Guardian | 2017-05-29 00:00:00 UTC ]
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The software-development kit for Facebook's Instant Articles media-rich, quick-loading stories from publishers now supports Google AMP, and the social network said support for Apple News is on the way. Partner engineering director Piyush Mangalick said in a Facebook Media blog post that an... Continue reading at AdWeek
[ AdWeek | 2017-05-25 00:00:00 UTC ]
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Stop by the PW BookExpo Librarians’ Lounge (Booth 875) to speak with Baker & Taylor representatives, who will be om hand throughout BookExpo. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-05-25 00:00:00 UTC ]
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Biteback Publishing is to release a "major" new work by veteran journalist William Keegan. Continue reading at The Bookseller
[ The Bookseller | 2017-05-23 00:00:00 UTC ]
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A precocious young Irish writer whose début was at the heart of a seven-way auction has produced a novel that belies its creator’s years, reckons Alice O’Keeffe. Continue reading at The Bookseller
[ The Bookseller | 2017-05-18 00:00:00 UTC ]
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As the world's leading productivity software, Microsoft Office plays an integral role in the daily lives of professionals. Understanding how to quickly and accurately use Office 2016 can improve your productivity, and provide you with all the tools and knowledge you need to be successful. This... Continue reading at Betanews
[ Betanews | 2017-05-16 00:00:00 UTC ]
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Following pressure from users, the social network introduced tools to stem the spread of false information. But the rollout has been rocky at bestWhen Facebook’s new fact-checking system labeled a Newport Buzz article as possible “fake news”, warning users against sharing it, something... Continue reading at The Guardian
[ The Guardian | 2017-05-16 00:00:00 UTC ]
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Kit de Waal and Andrew McMillan are among the names contributing to Dead Ink's crowdfunded anthology on the working class entitled Know Your Place. Continue reading at The Bookseller
[ The Bookseller | 2017-05-12 00:00:00 UTC ]
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Anecdotal evidence suggests men are more likely to hold senior positions in UK publishing, despite women making up the majority of the workforce. But what are your experiences?Are things getting worse for women in publishing? Insiders speakA 2016 survey in the US found that 78% of the workforce... Continue reading at The Guardian
[ The Guardian | 2017-05-11 00:00:00 UTC ]
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Fans of Andy Weir's bestselling science fiction novel "The Martian" have something to look forward to — his follow-up, "Artemis," will be released this November by Crown. The movie rights have already been snatched up, Deadline reports, by 20th Century Fox and New Regency. “Artemis” follows Jazz... Continue reading at Los Angeles Times
[ Los Angeles Times | 2017-05-09 00:00:00 UTC ]
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Fashion and beauty retailers are following in the footsteps of publishers like Conde Nast and BuzzFeed by setting up shop in Austin. The post Why fashion and beauty brands are setting their sights on Austin appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-05-04 00:00:00 UTC ]
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She's the daughter of a billionaire family who married into another billionaire family and she's made millions selling merchandise branded with her name. So what could Ivanka Trump teach America's millions of way-less-privileged working women? Trump's latest book, Women Who Work: Rewriting the... Continue reading at Stuff
[ Stuff | 2017-05-04 00:00:00 UTC ]
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