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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Gen Z can create personal brands faster and more effectively than any generation that’s come before them. If you represent a brand or agency, that should give you pause for thought. Gen Z will make up 40 percent of all consumers by 2020. As this generation of digital natives has been building... Continue reading at Advertising Age
[ Advertising Age | 2019-04-15 00:00:00 UTC ]
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Acorn Intelligence's co-founder Ross Caveille shares his top tips for working successfully with sponsored brands. Continue reading at The Bookseller
[ The Bookseller | 2019-04-13 00:00:00 UTC ]
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BuzzFeed is one of few digital publishers to gain significant traction in brand licensing. The post The Rundown: Brand licensing shows promise for few publishers appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-04-11 00:00:00 UTC ]
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Even as Snapchat Discover has become more crowded and other publishers like The New York Times have pulled their channels, Conde Nast is invested in Snap. The post Conde Nast now has 28 shows on Snapchat, with plans for more appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-04-11 00:00:00 UTC ]
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The Austrian news publisher has grown video revenues to 10% of digital ad revenue. The post How Austrian publisher Die Presse made its video business profitable appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-04-10 00:00:00 UTC ]
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Alex Moyet, formerly senior marketing manager at Activision, has joined Penguin Random House (PRH) Children’s as brand director. Continue reading at The Bookseller
[ The Bookseller | 2019-04-10 00:00:00 UTC ]
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As is very often the case with great ideas, it was first inspired among the bookshelves. Browsing Barnes & Noble one day in the Spring of 2016, Erin Bried—an industry vet whose lengthy Condé Nast career had come to a layoff-induced end just months earlier—was disappointed by the retailer's... Continue reading at Folio Magazine
[ Folio Magazine | 2019-04-10 00:00:00 UTC ]
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A few years ago, I ran a content campaign for an electronics company in partnership with a popular tech publisher. The content was all about how to choose the right tech for your needs, and it absolutely crushed it. The publisher had to do little more than share it once on Facebook, and the... Continue reading at Advertising Age
[ Advertising Age | 2019-04-05 00:00:00 UTC ]
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Vogue may still be best known for its print edition, whose September fashion issue, though thinner each year, remains a relative bible against its competitors. But some may be surprised to learn that 13.3 million U.S. adults visited Vogue.com in February, according to comScore data, an increase... Continue reading at Folio Magazine
[ Folio Magazine | 2019-04-05 00:00:00 UTC ]
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We’re living in the age of content; it touches most every facet of our lives. It’s the conversation you had with Alexa this morning, the Apple News story you skimmed on your way to work, the mid-meeting Twitter notification, the professionally shot five-second Instagram boomerang of you and your... Continue reading at Folio Magazine
[ Folio Magazine | 2019-04-05 00:00:00 UTC ]
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Bloomsbury Business has landed a guide by UK marketing specialist Kubi Springer on how to build a powerful female brand. Continue reading at The Bookseller
[ The Bookseller | 2019-04-04 00:00:00 UTC ]
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Snapchat will roll out an audience network at its partner summit today, according to the early look at the lineup of topics on the agenda. An audience network could be Snap bringing its brand of vertical ads off its app into partners' properties, similar to Facebook Audience Network. Snapchat... Continue reading at Advertising Age
[ Advertising Age | 2019-04-04 00:00:00 UTC ]
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Despite researchers’ efforts to target every race equally, they found that Facebook’s platform targeted by race anyway A new research paper published on Wednesday shows that Facebook’s ad targeting can discriminate by race and gender, even when advertisers request that their ads should be shown... Continue reading at Fast Company
[ Fast Company | 2019-04-04 00:00:00 UTC ]
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Media agency metrics and cut-rate pricing are putting major pressure on the margins of publishers' branded content operations. The post ‘If we have to, we let them walk away’: Branded content margin pressure squeezes publishers appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-04-01 00:00:00 UTC ]
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Baseball’s annual rite of literary passage each spring is never shy of more rewrites. To get a clear read on why book publishers put on their straw hat and usher back Major League Baseball with dozens of new titles, note that all sorts of revisionist history, personality-driven essays or bios... Continue reading at Los Angeles Times
[ Los Angeles Times | 2019-04-01 00:00:00 UTC ]
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[caption id="attachment_153707" align="alignright" width="290"] Creative from "Merrell Magic," a custom-content campaign by AIM's Catapult Creative Labs and Backpacker magazine.[/caption] Requiring deeper insights and data, broader access to audiences and agency-like services from publishers,... Continue reading at Folio Magazine
[ Folio Magazine | 2019-03-27 00:00:00 UTC ]
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Apple's string of new subscription services pushes advertising mostly out of the picture -- but for the magazine industry that is a major partner in Apple's expanded news offering, there will be ads nonetheless.Apple on Monday revealed Apple News Plus and the Apple TV Plus video streaming... Continue reading at Advertising Age
[ Advertising Age | 2019-03-26 00:00:00 UTC ]
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The Troy-based independent game developer Velan Studios has teamed up with one of the giants of the video game industry. Velan announced Tuesday that Electronic Arts Inc. will be the publisher for its first original game for consoles, PCs, and mobile. The studio also said it will be adding 40... Continue reading at Silicon Valley Business Journal
[ Silicon Valley Business Journal | 2019-03-26 00:00:00 UTC ]
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The Gawker alumna has focused on diversifying the midsize news publisher's revenue streams and growing the size of its loyal audience. The post Beast Mode: Daily Beast CEO Heather Dietrick explores the power of the news publisher’s brand appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-03-25 00:00:00 UTC ]
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The Hay Festival has a new look that changes its colors with each of its international festivals, and the fledgling BKS agency has a London Book Fair sale to Canongate. The post Industry Notes: Hay Festival’s New Branding; BKS Agency’s Sale to Canongate appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-03-21 00:00:00 UTC ]
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