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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The Huffington Post is expanding the way it works with brands in an effort to cash in on the popular brand-as-publisher trend, Ad Age has learned. The company, part of AOL, has been talking to ad agencies and marketers about helping them build websites for brands and subsequently aiding in... Continue reading at Crains New York
[ Crains New York | 2012-05-23 00:00:00 UTC ]
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If you have an iPad or tablet device, chances are you've seen the Web through the glossy world of Flipboard. If you've ever taken the "social magazine" for a spin, you might know that while the user experience is silky smooth, the company has had to address concerns about the service's threat to... Continue reading at AdWeek
[ AdWeek | 2012-05-17 00:00:00 UTC ]
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There’s something of a revolt in the digital media world against the tyranny of the banner ad. Platforms like Facebook, Tumblr and Twitter aren’t running standard display ads. New-style publishers like Buzzfeed don’t lik ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2012-05-14 00:00:00 UTC ]
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The Interactive Advertising Bureau is addressing a problem that's plagued tech-centric industries since the first Mac-vs.-Dos argument: standardization. The problem has become acute for Web video, an industry enjoying meteoric growth, and the growing pains that come with that growth. So the IAB... Continue reading at AdWeek
[ AdWeek | 2012-04-11 00:00:00 UTC ]
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With Conde Nast, Hearst and Meredith launching their own digital newsstand in the form of Next Issue Media, it’s clear that magazine publishers are counting on tablets for future growth. Forecasts predicting rapid tablet adoption abound. e ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2012-04-09 00:00:00 UTC ]
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A new video offers Harry Potter fans a glimpse of the books and activities – the chance to be "Sorted" into a house or to duel with other users – that will be enjoyed on official Harry Potter website "Pottemore." Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2012-04-04 00:00:00 UTC ]
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Hearst Magazines UK has appointed Richard Swan to be its head of advertising operations for its digital business. Continue reading at Media Week
[ Media Week | 2012-03-29 00:00:00 UTC ]
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Penguin is to sell physical books direct to consumers through pop-up shops as part of a plan to... Continue reading at The Bookseller
[ The Bookseller | 2012-03-23 00:00:00 UTC ]
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By Amy Feinstein With the publishing industry changing on what seems like a daily basis, how is it that some publications are actually finding ways to increase their print advertising revenue in the past two years?... Continue reading at Publishing Executive
[ Publishing Executive | 2012-03-02 00:00:00 UTC ]
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RICHMOND — Newspaper publishers around Virginia are trying to fend off another electronic attack on their industry — this time from lawmakers who say it's time to do away with a requirement that cities and counties advertis ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2012-02-15 00:00:00 UTC ]
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To address the growing need for accountability in digital marketing, GfK MRI has launched a syndicated service called Starch Digital. Continue reading at Folio Magazine
[ Folio Magazine | 2012-02-09 00:00:00 UTC ]
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ALM is resurrecting its Better Buildings brand, a tri-state area building management magazine which debuted in 1981 and shuttered in the mid 1990s, with the launch of a national, quarterly supplement of the same name, to be distributed along with its Real Estate Forum magazine. Continue reading at Folio Magazine
[ Folio Magazine | 2012-02-07 00:00:00 UTC ]
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Comic book fans gather in the French city of Angouleme to celebrate the 39th international festival of comic books. Continue reading at BBC News
[ BBC News | 2012-02-01 00:00:00 UTC ]
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Amazon has been pushing into new markets with products like the Kindle ebook, but investors are worried that the expansion is coming at the expense of profits. Continue reading at BBC News
[ BBC News | 2012-01-31 00:00:00 UTC ]
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U.S. online ad spending is set to eclipse that of print this year by 15.5 percent, according to eMarketer, suggesting that the long-awaited print-to-digital inflection point may now be here for both content creators and marketers. Continue reading at Folio Magazine
[ Folio Magazine | 2012-01-21 00:00:00 UTC ]
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In a new study undertaken by comScore to support the release of a new digital ad measurement solution, the company found that 31 percent of ads are delivered, but not seen by consumers. Continue reading at Folio Magazine
[ Folio Magazine | 2012-01-20 00:00:00 UTC ]
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The Atlantic Media Company names Kevin Delaney as editor-in-chief of its still untitled digital global business brand. Delaney brings over a decade of experience at The Wall Street Journal to this developing role. Continue reading at Folio Magazine
[ Folio Magazine | 2012-01-20 00:00:00 UTC ]
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In a major magazine publisher first, Condé Nast launched a private advertising exchange for select digital clientele. Partnering with service provider AdMeld, inventory from Condés entire digital portfolio was available at the time of the exchanges launch. Continue reading at Folio Magazine
[ Folio Magazine | 2011-12-08 00:00:00 UTC ]
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Online-only news sites received moreand more positiveonline buzz than their print-affiliated counterparts in 2011, according to a data-mining tool developed by digital marketing agency Zeta Interactive. Continue reading at Folio Magazine
[ Folio Magazine | 2011-12-02 00:00:00 UTC ]
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American author Jack Kerouac's first ever novel, which was thought to be lost, has been published 40 years after his death. Continue reading at BBC News
[ BBC News | 2011-11-25 00:00:00 UTC ]
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