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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Facebook is moving forward with its controversial Ad Archive with a new system that will decide whether to include individual publishers in the archive. The post Facebook rolls out system to include news publishers in its controversial Ad Archive appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-09-18 00:00:00 UTC ]
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Warner Bros. Entertainment, now owned by mobile giant AT&T, has formed a new division to make the most of its big brands, including comic book publisher DC Entertainment. The new unit, which carries the buzzword-heavy name of Warner Bros. Global Brands and Experiences, will be led by Pam... Continue reading at Los Angeles Times
[ Los Angeles Times | 2018-09-14 00:00:00 UTC ]
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Snapchat is trying something new: It's giving publishers a way to create videos without too much heavy lifting.On Thursday, Snapchat announced that its dozens of media partners, including Hearst, NBCUniversal, Refinery 29 and Daily Mail, will have the ability to build stories from the videos... Continue reading at Advertising Age
[ Advertising Age | 2018-09-13 00:00:00 UTC ]
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Headline will publish a book about the history of video games by comedian and gaming expert Steve McNeil. Continue reading at The Bookseller
[ The Bookseller | 2018-09-13 00:00:00 UTC ]
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Snapchat is launching a new feature with 26 publishers including CNN and NBC Sports. And unlike a lot of platform features, it doesn't require a ton of resources. The post A new Snapchat feature lets publishers create live stories out of users’ posts appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-09-13 00:00:00 UTC ]
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Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. You can get an audio version of this briefing on your Alexa device. Search for "Ad Age" under "Skills" in the Alexa app. What people are talking about today: Gawker, the gossip site, is staging... Continue reading at Advertising Age
[ Advertising Age | 2018-09-12 00:00:00 UTC ]
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Forty-six percent of European publishers say the benefit of distributing videos to social platforms is building larger audiences. The post Digiday Research: European publishers use distributed video for audience generation over revenue appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-09-07 00:00:00 UTC ]
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Pan Macmillan's former creative director Geoff Duffield has unveiled his one-man branding agency for authors, Geoff Duffield Stories. Continue reading at The Bookseller
[ The Bookseller | 2018-09-05 00:00:00 UTC ]
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Snapchat is taking the NewFronts plunge, participating in its first digital video showcase to impress advertisers and persuade them to hand over money to support its video endeavors.On Wednesday, the Interactive Advertising Bureau announced the lineup for this fall's new West Coast version of... Continue reading at Advertising Age
[ Advertising Age | 2018-08-30 00:00:00 UTC ]
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The policy requires advertisers to get certified to run ads that refer to an election or candidate, or advocate for big issues including abortion, civil rights and guns. The post Twitter tweaks Facebook with new issue ads policy that exempts publishers appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-08-30 00:00:00 UTC ]
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Facebook Watch is still no jackpot. But Facebook is letting more publishers sell their own ad inventory and has warmed up to non-exclusive content. The post Facebook is playing nicer with publishers by easing up on ad and content restrictions appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-08-27 00:00:00 UTC ]
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Adweek recently caught up with BuzzFeed CEO Jonah Peretti and chief revenue officer Lee Brown about the state of the digital publisher, the challenges of a changing industry and where they see the company in the years ahead. We also chatted with them about the evolution of Tasty in the three... Continue reading at AdWeek
[ AdWeek | 2018-08-21 00:00:00 UTC ]
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Fifty-six percent of European publishers say the core focus of their video distribution strategy is their owned sites compared to 34 percent who focus on social platforms. The post Digiday Research: European publishers bet on their own properties for video appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-08-20 00:00:00 UTC ]
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In the months leading up to the US midterm elections, the big online sites that inadvertently hosted the worst manipulation back in 2016, like Facebook and Twitter, have adopted new advertising policies to enforce transparency. So has Google, which h... Continue reading at Engadget
[ Engadget | 2018-08-16 00:00:00 UTC ]
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John Murray Press has signed a part memoir, part advice manual from comedian Jo Brand to publish this October. Continue reading at The Bookseller
[ The Bookseller | 2018-08-15 00:00:00 UTC ]
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Axios, BuzzFeed News, Vox Media and other news publishers are using their brands to land TV real estate. The post News publishers are using their brands to carve out space on TV screens appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-08-13 00:00:00 UTC ]
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Endemic ads were completely in the driver’s seat when it came to ads in automotive magazines this March. According to GfK MRI’s Starch Advertising Research, ads for Chevy parts and Nitto truck tires performed particularly well in consumer recall, together garnering four of the top six positions... Continue reading at Folio Magazine
[ Folio Magazine | 2018-08-09 00:00:00 UTC ]
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With their latest forays into long-form and TV, digital publishers are taking a far less risky approach to video. The post The Rundown: With today’s video strategies, publishers are managing their risk appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-08-09 00:00:00 UTC ]
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To keep people engaged, the sweepstakes company is going big on social, creating a mobile app and weekly Facebook show. The post Publishers Clearing House is surviving the ad duopoly by selling engagement appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-08-06 00:00:00 UTC ]
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In his unfortunately-titled 1895 self-help book Successward: A Young Man’s Book for Young Men, Edward Bok had the following to say about the importance of honesty in business: Continue reading at Slate
[ Slate | 2018-08-06 00:00:00 UTC ]
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