Why Marketers Are Pursuing Gen Z YouTube Star Liza Koshy

The Gen Z audience, defined as those born after about 1996, gravitates to the kind of irreverent self-made YouTube stars embodied by Liza Koshy, a comedian with 1.6 billion views, who produces short content for social media platforms. Reaching this audience is a challenge since it values DIY stars as much or more than professionals and moves among platforms and apps with ease. Two years after she first appeared on YouTube, Koshy has been featured in Vogue’s 73 Questions (which she recently parodied) and advertisers are chasing her. Continue reading Why Marketers Are Pursuing Gen Z YouTube Star Liza Koshy

Google Fends Off Facebook Threat with Local Search Feature

Although Google+ might be considered a failed experiment in creating a social network, it still came in No. 1 in the 2017 American Customer Satisfaction Index, meaning some people still find it useful. Most brands have moved from Google+ to other social media platforms with bigger audiences, but Google didn’t give up, introducing Google My Business in 2014. The service, which allows businesses to manage how information about them appears in a search, is poised to go big with Google Posts. It could also help fend off Facebook as a competitor in search and advertising revenue. Continue reading Google Fends Off Facebook Threat with Local Search Feature

As Internet Video Dominates, Seven Trends to Expect in 2018

According to Cisco, video accounted for 69 percent of all Internet traffic in 2017. That percentage will probably grow as 5G, the next generation wireless network, begins to debut in 2019 and 2020, enabling high-resolution video on mobile devices. Advertisers are already dealing with the often-complex parameters of video messaging, including how long the video should be, where it should be placed and how to compete with Internet technology behemoths in an increasingly “hot” market. In this environment, social media will also evolve. Continue reading As Internet Video Dominates, Seven Trends to Expect in 2018

Small Sellers on Facebook Live Lack Essential Business Tools

Facebook debuted its Live streaming video feature in 2016 to profit from the popularity of live video, especially among younger viewers who were turning to Snapchat. Now, small businesses have adopted Live streaming to create an interactive shopping experience that combines sales with a very human connection. Tracie Reeves, for example, has 25,000 Facebook followers who watch her six-day-a-week two-hour show, “My Mermaid Treasure,” where she sells cultured freshwater pearls dyed numerous colors, keeping viewers glued with raffles and giveaways. Continue reading Small Sellers on Facebook Live Lack Essential Business Tools

Google’s Update to AMP Format Intends to Curb Link Baiting

Starting in February 2018, Google will require AMP pages (Accelerated Mobile Pages) — which load faster with fewer ads and links — to contain nearly identical content to the website’s original page. The goal is to prevent website owners from publishing two versions of a webpage whereby the AMP page merely directs users to the original page, or what Google calls the canonical page. The original page loads more slowly than an AMP, contains more ads and might have a lower bounce rate (of users who only view one page). Continue reading Google’s Update to AMP Format Intends to Curb Link Baiting

Facebook Plans to Buy Content Outright, Strikes Sports Deal

Facebook, which launched its video tab Watch three months ago, is mulling over changing how it works with the media companies that bring new shows. Sources say that Facebook will switch to buying projects outright — dubbed “hero” shows — rather than partially funding their production. The goal is to provide more funding for the shows crucial to Watch’s success. Among the so-called hero shows are teen drama “Five Points” produced by Kerry Washington, Simon Fuller’s “Skam” and some short-form and mid-form series. And in a new deal, Facebook also plans to stream more live college sports. Continue reading Facebook Plans to Buy Content Outright, Strikes Sports Deal

Consumer Groups Say Next Gen TV Standard Ignores Privacy

The FCC is scheduled to vote today on the long-awaited ATSC 3.0 broadcast standard. On the eve of the vote, privacy advocates have expressed concern that the standard allows broadcasters to harvest data about individual viewing habits so that advertisers can target their pitches, and there are no rules governing how broadcasters handle the data. In its 109-page proposal for the new rule, the FCC does not mention the issue of privacy. Broadcasters perceive the rule as a way to catch up to Facebook, YouTube, Amazon Prime and others. CTA president Gary Shapiro defends the standard and suggests the vote is being politicized due to the Sinclair-Tribune merger proposal. Continue reading Consumer Groups Say Next Gen TV Standard Ignores Privacy

Twitter Rolls Out New API to Increase its Revenue From Data

Twitter’s advertising business is in a slump, and the company is focusing on new ways to sell data to make up for the shortfall. Businesses can pay for “enterprise APIs,” which gives them access to more information about tweets including a searchable archive. Last year, this segment of its revenue comprised 15 percent of the company’s total business, equal to $87 million. For that reason, Twitter unveiled a new version of its “search tweets API,” which is the dataset for those who want a searchable database of user posts. Continue reading Twitter Rolls Out New API to Increase its Revenue From Data

Amazon Considering an Ad-Supported Version of Prime Video

Rumors are rife that Amazon is — or is not — developing a free ad-supported version of its Prime streaming video service. Sources say that the company is already talking with media companies on providing content to the service. Current Prime members pay $99 per year for free shipping and access to ad-free TV shows and movies, including original programming. The new service could heat up the competition for eyeballs, as even more streaming services debut. Facebook, for example, launched Watch, a video hub with commercials. Continue reading Amazon Considering an Ad-Supported Version of Prime Video

Chinese Tech Giant Tencent Buys 12 Percent Stake in Snap

Less than one day after Snap Inc. posted disappointing quarterly results and its stock subsequently plunged, the company revealed that Chinese Internet titan Tencent Holdings recently purchased a 12 percent stake in Snap. Chinese tech companies such as Tencent, Alibaba Group and Baidu have been investing in U.S. firms. According to Morningstar analyst Ali Mogharabi, Snap’s main problems include declining user growth and competition from the more established Instagram. Disappointing ad revenue is reportedly also disappointing investors. Continue reading Chinese Tech Giant Tencent Buys 12 Percent Stake in Snap

Signal’s Encryption Features Make It a Choice Messaging App

Messaging has become increasingly confusing, as users pick among Instagram, iMessage, Skype, Snapchat, Twitter and Google’s Hangouts and Allo — not to forget the basic but limited SMS. Notifications pile up and search becomes difficult if not impossible. According to Wired, all that confusion would disappear if users would simply pick a single app, Signal, which is free, has strong encryption and works on every mobile platform. Signal’s developers say they won’t add emojis, ads, stickers or web-tracking, to keep it simple to use and speedy. Continue reading Signal’s Encryption Features Make It a Choice Messaging App

Facebook, Google and Twitter Execs Testify Before Congress

Facing the Senate Judiciary Committee on Tuesday, Facebook, Google and Twitter executives responded to questions on why they didn’t recognize Russian-linked accounts earlier. In response, the rueful executives said their companies were working on ways to curb the activity of foreign governments, terrorists and criminals and prevent them from exploiting social media. On the other hand, however, those same Silicon Valley companies face a public that is far from united over whether they should curb free speech. Continue reading Facebook, Google and Twitter Execs Testify Before Congress

Viewer Engagement Increasing for Longer Facebook Videos

For years, Facebook counted any video auto-play that lasted three seconds or longer as a view, which resulted in many publishers producing very short clips. Last year, the social media platform tweaked its News Feed algorithm to favor longer videos, and, with the debut of mid-roll ads, publishers had incentive to post clips longer than 90 seconds. Social video publishing specialist Wochit has collected data from over 200 publishers, including CBS, NBC News and USA Today that proves Facebook’s strategy is working. Continue reading Viewer Engagement Increasing for Longer Facebook Videos

Nielsen Expands Marketing Cloud With Gracenote’s TV Data

Nielsen is introducing “smart TV viewership data from Gracenote,” reports TechCrunch, so that “advertisers using the Nielsen Marketing Cloud will be able to take advantage of detailed, real-time information about who was watching what.” Nielsen exec Kelly Abcarian said the goal is to deliver “person-level television data” to digital marketing and “bring the scale to a whole new level.” This will enable advertisers to target consumers who watched a TV spot by following up with a direct response mobile ad. Nielsen has expanded its ad targeting and digital ad business efforts with the purchase of eXelate in 2015 and Gracenote earlier this year. Gracenote’s Video Automatic Content Recognition tech can be found in 27 million smart TVs today. Continue reading Nielsen Expands Marketing Cloud With Gracenote’s TV Data

Fox to Air Six-Second Ads During Thanksgiving Day Football

On Thanksgiving Day, sports fans watching football on Fox Sports will be treated to six-second commercials, which will take over the screen between plays, leaving the game in a small box on the side. Fox Networks Group first tested the six-second spot in August and, more recently, has aired them during the Major League Baseball World Series. The National Football League is embracing the six-second ad model as a way to cut down on time spent on commercials as well as make them less disruptive. Continue reading Fox to Air Six-Second Ads During Thanksgiving Day Football

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