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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The author of Alternadad and Downward-Facing Death shares how his habits help him work at a healthy clip.Neal Pollack is the author of nine books, a three-time Jeopardy champion, a musician, and a yoga instructor. His newest novel Repeat is "a romantic comedy with some time travel in it," as he... Continue reading at Fast Company
[ Fast Company | 2015-04-13 00:00:00 UTC ]
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The old entertainment industry adage “the show must go on” might as well be the motto of L.A. Theatre Works, which has grown from a small theater group doing workshops with prison inmates to a vast company that produces an array of audio projects Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-04-10 00:00:00 UTC ]
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Sometimes not even a single picture is enough for advertisers to convey their message.That's why Instagram added a new ad unit last month designed as a digital analog to the multi-page print magazine spread. In each so-called carousel ad, advertisers can include up to four photos that people can... Continue reading at Advertising Age
[ Advertising Age | 2015-04-07 00:00:00 UTC ]
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BuzzFeed is going literary. The ever-growing media company launched BuzzFeed Books in December of 2013, and this year it is launching several projects under new Literary Editor Saeed Jones. First up is the BuzzFeed Emerging Writers Fellowship pr ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-04-03 00:00:00 UTC ]
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Russell Brand has used profits from his book Revolution (Century) to help fund a café in Hackney staffed by recovering drug addicts. The Trew Era café is a social enterprise located in a housing estate that faced eviction last year by a US company. The Guardian reports that Brand backed the... Continue reading at The Bookseller
[ The Bookseller | 2015-03-28 00:00:00 UTC ]
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Comedian voted on to Prospect magazine’s annual list, topped by economist Thomas Piketty, after year that saw him publish a book advocating the eradication of the nation stateThere are few figures who make the nation’s blood boil – either with sheer frustration or the spirit of revolution –... Continue reading at The Guardian
[ The Guardian | 2015-03-26 00:00:00 UTC ]
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Facebook is positioning itself to become the data, media-consumption and content-sharing backbone for the entire digital media industry. Between making user data available in its video ad network LiveRail, making its video player embeddable on publishers' websites, growing its number of... Continue reading at Digiday
[ Digiday | 2015-03-26 00:00:00 UTC ]
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I was surprised to discover how satisfying a two-person phone-text book club could be. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2015-03-25 00:00:00 UTC ]
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The interactive portion of the South by Southwest festival in Austin may be over, but that doesn't mean that digital media brands have packed up their bags. Several digital-facing companies and publishers have decided to activate outside the traditional period reserved for their wares, further... Continue reading at AdWeek
[ AdWeek | 2015-03-21 00:00:00 UTC ]
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Penguin Random House UK is to launch a multi-million pound Penguin-branded consumer website in the second half of this year, but chief executive Tom Weldon reiterated the company's view that it had no plans to become a retailer, claiming that it would be "quicker for PRH to burn the money". Continue reading at The Bookseller
[ The Bookseller | 2015-03-20 00:00:00 UTC ]
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A new task force for libraries, which met for the first time last week, will focus its attention on sharing best practice between councils, promoting the role of digital and shaping a workforce for the future. One of the key aims of the Leadership for Libraries task force will be to highlight... Continue reading at The Bookseller
[ The Bookseller | 2015-03-17 00:00:00 UTC ]
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BuzzFeed Inc. is expanding in Canada as the online publisher of lists, news and quizzes seeks to boost Web traffic with more targeted content tailored to local tastes. Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-03-12 00:00:00 UTC ]
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As more publishers launch branded content divisions, native advertising is taking over a larger part of digital marketing. Adweek caught up with Peter Minnium, the Interactive Advertising Bureau's head of brand initiatives, to talk about the trend, which was the topic of a panel he recently... Continue reading at AdWeek
[ AdWeek | 2015-03-10 00:00:00 UTC ]
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The Internet phenomenon known as "what color is the dress" showed just far ahead BuzzFeed is from traditional publishers -- and just how badly traditional publishers want to be BuzzFeed. The problem is the race to out-BuzzFeed BuzzFeed can't be won,and in the process there's a good chance... Continue reading at Digiday
[ Digiday | 2015-02-27 00:00:00 UTC ]
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As part of Digiday's Publishing Summit Europe, held in February in Monaco, Taboola hosted a town hall for publishers. At once excited and nervous about the industry's digital-first future, several dozen industry veterans weighed in on the challenges they face. Chief among them? How to manage... Continue reading at Digiday
[ Digiday | 2015-02-26 00:00:00 UTC ]
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Tom Chalmers, managing director of IPR License, talks about some of the strongest markets for selling works in translation right now. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-02-24 00:00:00 UTC ]
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Deal includes 5 trade shows and 5 magazines. The post Stagnito Buys Canadian Brands From Fulcrum Media appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-02-18 00:00:00 UTC ]
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WTF LOL! The siblings from One Fish Two Fish Red Fish Blue Fish are back in business.Nearly 24 years after his death, Dr. Seuss (aka Theodor Geisel) still has a few more rhymes to drop on the masses: Random House will publish Seuss's What Pet Should I Get? on July 28 with two more books to... Continue reading at Fast Company
[ Fast Company | 2015-02-18 00:00:00 UTC ]
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Consumer-facing book and author related content from Penguin Random House UK will move to Penguin’s social media channels from the end of today because it is the company’s “biggest brand on social media”. Corporate news for audiences such as the press, authors and agents will be shared on new... Continue reading at The Bookseller
[ The Bookseller | 2015-02-05 00:00:00 UTC ]
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The car industry isn't slowing down when it comes to employing more data for everything from vehicle malfunctions to marketing. In fact, in terms of digital advertising, the category looks like it's putting the pedal to the metal, as tech vendors, publishers and other players increasingly roll... Continue reading at AdWeek
[ AdWeek | 2015-02-04 00:00:00 UTC ]
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