Snapchat is encouraging brands to run longer video by buying bigger packages of ads. According to sources, Snap has started pitching brands on a new type of ad package called sequenced messaging, a type of sequential advertising, in recent weeks. The new ad pricing bundles video ads together so brands can run back-to-back video ads with different creative within Discover—the app's hub of daily content from publishers including Cosmopolitan, CNN and The Daily Mail—to tell one story. For example, one media buyer described how marketers can cut up a 30-second spot into three 10-second ads that run consecutively. "Think about taking a 30-second asset and getting it cropped up into three 10-second spots. I'm going to buy three back-to-back ads, and I'm going to tell this sequential story," said a digital ad buyer who was recently briefed on Snapchat's ad packages and spoke with Adweek on condition of anonymity. "I think it becomes unique in regard to storytelling. These guys are trying to get away with this idea of, 'Maybe if you watched three seconds of the first video, five seconds [of the second video] and then 10 seconds to finish the story, that's good as long as you get the point of the narrative.'" Sequential advertising is a sophisticated targeting tactic used by digital marketers. It zeros in on people who have previously seen or engaged with an ad and then follows up with a series of messages. The practice is commonly used with Facebook and Twitter. However,... Continue reading at 'AdWeek'
[ AdWeek | 2017-01-19 00:00:00 UTC ]
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More than 33% of students at UK schools are from black and minority ethnic backgrounds, but only 4% of the protagonists in children's books in the UK are BAME. The publishing industry has made big claims about its push for inclusivity both on and off the page, but some believe progress is... Continue reading at The Guardian
[ The Guardian | 2019-10-29 10:10:28 UTC ]
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Meredith Corp. has sold the Money magazine brand to Ad Practitioners LLC, a three-year-old Puerto Rico-based media and advertising startup behind the product review site ConsumersAdvocate.org, both parties announced Tuesday morning. Terms of the deal were not disclosed. One of a handful of... Continue reading at Folio Magazine
[ Folio Magazine | 2019-10-22 16:06:17 UTC ]
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In today’s information-rich, mobile-centric world, people are more distracted than ever. Marketers used to be able to rely on TV ads or billboards to get in front of consumers. Now they must think mobile-first. Earlier this year, we hit a remarkable milestone: According to eMarketer, Americans... Continue reading at Advertising Age
[ Advertising Age | 2019-10-22 15:19:20 UTC ]
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Two years after Nielsen rolled out its SVOD Content Ratings to measure viewership for Netflix programs, the company is expanding the service to also cover Amazon Prime Video. The SVOD Content Ratings tool will now measure audiences for Amazon Prime Video content through connected televisions and... Continue reading at AdWeek
[ AdWeek | 2019-10-21 16:54:19 UTC ]
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Media is dying? Don't tell that to the winners of this year's Publishing Hot List. Whether legacy media outlets or digital upstarts, these publishers are creating groundbreaking work, finding new revenue streams and otherwise nimbly adapting to an unstable landscape. Even as the president... Continue reading at AdWeek
[ AdWeek | 2019-10-21 00:00:55 UTC ]
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Anheuser-Busch InBev is putting more marketing muscle behind Natural Light Seltzer as the brewer tries to make up ground in the hot-selling category dominated by White Claw and Truly. The line extension, which hit stores in August, will run its first TV ads starting this weekend during college... Continue reading at Advertising Age
[ Advertising Age | 2019-10-18 21:39:48 UTC ]
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Apple is making changes to its news service, including a deal with Verizon to sell ads and new guidelines for publishers, as it tries to make the platform more accessible to marketers and media. On Thursday, Verizon Media won the right to sell ads for Apple News and Apple Stocks in Canada,... Continue reading at Advertising Age
[ Advertising Age | 2019-10-17 21:42:28 UTC ]
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According to new State of the Industry research from Integral Ad Science and Digiday, brand suitability — a term describing a marketer’s desired targeting parameters, including subjective variables like location and demographics — is emerging as a top concern for digital media pros. The post... Continue reading at Digiday
[ Digiday | 2019-10-17 02:26:20 UTC ]
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Of the 135 publishers surveyed by Digiday in a wide-ranging research survey this Fall, more than 50% of publishers reported that direct-sold advertising was a large or very large source of revenue for them. The post Digiday Research: Digital publishers still see growth in direct-sold display ads... Continue reading at Digiday
[ Digiday | 2019-10-16 04:01:21 UTC ]
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Visiting Times Square at night can be a pretty overwhelming experience, in part because of the visual chaos of so many massive digital ads vying for your attention. But would it be even more overwhelming if all the ads came together to tell one immersive story? The producers of Broadway's Harry... Continue reading at AdWeek
[ AdWeek | 2019-10-10 20:54:51 UTC ]
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Bluebird has swooped for an "imaginative, beautiful and mindful" children’s activity compendium from illustrator Laura Brand, featuring a foreword by Fearne Cotton. Continue reading at The Bookseller
[ The Bookseller | 2019-10-10 19:48:04 UTC ]
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Hearst UK continues to delve further into brand licensing to diversify its revenue streams, which, on Esquire, have doubled annually, Continue reading at Editor & Publisher
[ Editor & Publisher | 2019-10-10 18:00:59 UTC ]
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London Bridge station was brought to a standstill at lunchtime today when a professional dancer dressed as "Dirty Dancing's" Johnny Castle performed the iconic ‘(I’ve Had) The Time of My Life” lift from the finale of the 1987 classic film with a London office worker, in a HQ publicity stunt to... Continue reading at The Bookseller
[ The Bookseller | 2019-10-10 16:41:08 UTC ]
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Like all publishers, Hearst is diversifying revenues to future-proof itself as print circulation is under pressure while digital advertising remains volatile. The post Hearst pushes further into brand licensing with an Esquire capsule collection appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-10-10 04:01:32 UTC ]
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It opened against the backdrop of gun assaults across the nation. It’s been criticized for gore and a sympathetic portrait of its homicidal protagonist. And it received an R rating for violence. All of which could add up to why Warner Bros. has been promoting “Joker” as more of an arthouse... Continue reading at Advertising Age
[ Advertising Age | 2019-10-07 17:33:36 UTC ]
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"Joker" dominated U.S. theaters this weekend, bringing in $93.5 million and setting a box office record for October. Warner Bros. Pictures pulled off its record-setting weekend without using many of the marketing tools that come standard with comic book movies. While other... Continue reading at Advertising Age
[ Advertising Age | 2019-10-07 17:33:36 UTC ]
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Elijah Jay is wants nternet stardom, almost anywhere he can get it, just not as a TikTok salesman. But that’s exactly what he became when the social media company used one of his videos in an ad that ran on Snapchat. Jay's video, in which he performs a balloon-swallowing stunt, has been seen by... Continue reading at Advertising Age
[ Advertising Age | 2019-10-07 09:00:00 UTC ]
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Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. If you're reading this online or in a forwarded email, here's the link to sign up for our daily newsletter. You can also get an audio version of this briefing on your Alexa device. TikTok wants... Continue reading at Advertising Age
[ Advertising Age | 2019-10-04 10:00:00 UTC ]
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In the 1950s and ’60s, Mr. Conner’s art helped sell airlines and overalls and accompanied short stories in The Saturday Evening Post and elsewhere. Continue reading at The New York Times
[ The New York Times | 2019-10-03 21:16:21 UTC ]
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Shoppers appear unfazed by a potential recession, tariff uncertainty and an impeachment inquiry in Washington. The National Retail Federation, which released its annual holiday sales forecast Thursday, says retail sales will increase between 3.8 percent and 4.2 percent during the last two months... Continue reading at Advertising Age
[ Advertising Age | 2019-10-03 19:49:51 UTC ]
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