Walmart has doubled the size of its Marketplace platform in the past 18 months, with about 100,000 active sellers. Now, the company — which receives seller applications at the rate of about 20,000 per month, about 10 percent of which get approved — feels it is within striking distance of Amazon. Some say Walmart has been emulating the moves of the Seattle-based e-retail giant, including now adding sponsored video ad units in time for the holiday shopping season. The Walmart+ online brand has been emphasizing convenience, membership, free delivery and even a Paramount+ Essential plan, similar to Amazon’s approach of offering Prime Video. Continue reading Walmart Extends E-Commerce Push, Adds Sponsored Videos

Illinois has become the first state in the nation to pass legislation protecting children who are social media influencers. Beginning in July 2024, children under 16 who appear in monetized video content online will have a legal right to compensation for their work, even if that means litigating against their parents. “The rise of social media has given children new opportunities to earn a profit,” Illinois Senator David Koehler said about the bill he sponsored. “Many parents have taken this opportunity to pocket the money, while making their children continue to work in these digital environments. Continue reading Illinois Law Protecting Child Vloggers Will Take Effect in 2024

Elon Musk has begun rebranding Twitter as X with a simple black letter X-ing out the iconic blue bird logo. The reaction has been mixed so far. Some say it conjures cool, as in “X marks the spot,” while others suggest it evokes a corporate industrial “Big Brother” that could negatively impact the successful brand. Whether it will help Musk and CEO Linda Yaccarino monetize the social service remains to be seen, but it definitely marks a clean break from a colorful past. On Monday, at Twitter’s San Francisco headquarters, feathered features like the company logo that once lorded over the cafeteria were removed, and stylized X logos were projected. Continue reading Twitter Rebrands as ‘X’ in Next Step Toward ‘Everything App’

Threads released an iOS update this week that automates the ability to translate posts into foreign languages. The Instagram spinoff also added a follows tab to the activities feed, where replies and mentions are displayed. Also new to iOS is the ability to access a list of any user’s Instagram followers, to subscribe to “unfollowed” users, and tappable repost labels. While Threads has prompted shock and awe by hitting 100 million downloads within five days of its July 5 launch, and is now at about 150 million, there are reports of dips in user activity. Meanwhile, the new platform has followed Twitter in introducing tighter rate limits. Continue reading Meta’s Threads Adds Updates, Aims to Suppress Bot Attacks

Brands are eager to promote their products in front of the estimated 3.7 billion people worldwide who play video games. Now, rather than simply purchasing visibility, more adventuresome advertisers including PepsiCo and L’Oreal are creating games of their own. PepsiCo had a quest developed in collaboration with Y2K Games for Mountain Dew inserted into the latest edition of the publisher’s blockbuster “NBA 2K” series. L’Oréal embedded a mini game in Activision Blizzard’s “Candy Crush Saga” and saw 40,000 samples of the Prada Candy fragrance that was the reward for completing the game claimed on day one of the five-week promotion. Continue reading Brands Create Their Own Games to Expand Marketing Reach

NBCUniversal unveiled four new ad formats that brands can use to reach Peacock Premium subscribers, including in-show shopping opportunities that leverage artificial intelligence. At its IAB NewFronts presentation, the company demonstrated Must ShopTV, which lets viewers buy products featured in Peacock content, such as the cookware and utensils featured in “Top Chef.” Peacock is working with KERV Interactive, which uses an algorithm trained to tag shoppable products with an onscreen QR code that viewers can snap on a mobile device to buy items using payment information saved to the Peacock app. Continue reading Peacock Introduces New Ad Formats Including ‘Must ShopTV’

Amazon is offering advertisers a unique marketing opportunity within “Thursday Night Football,” inviting them to take advantage of new streaming tech by programming different creative messages within the same 30-second slot. “For the first time in NFL history, fans across the country will no longer view the same national commercials while enjoying live coverage provided by Prime Video on Fire TV devices,” Amazon said at the NewFronts. For example, an automotive brand could promote sports cars to younger adults, SUVs to outdoor enthusiasts and a general spot for everyone else — all in the same 30-second window. Continue reading Amazon Offers New Ad Model for Thursday Night NFL Games

Image-sharing social platform Pinterest has named Amazon as its first third-party ad partner. The multiyear strategic partnership will see the e-commerce giant marketing various brands and products on Pinterest and porting interested shoppers back to its site to complete the sale for “a seamless on-Amazon buying experience.” The integration will begin later this year and roll out over several quarters. The news was timed to Pinterest’s Q1 results, which saw revenue up by 5 percent year-over-year to $603 million. The number of global monthly active users also increased, by 7 percent to 463 million, a gain of 13 million. Continue reading Pinterest Sets Multiyear Deal with Amazon for Third-Party Ads

YouTube is branding itself to advertisers as the “home of Gen Z.” At the streaming platform’s NewFronts event at parent Google’s Pier 57 complex in lower Manhattan, the message was plastered across numerous signs and in videos. The company had creator Jon Youshaei, a former Instagram product marketer, deliver a presentation entitled “What Matters to Gen-Z” at the Monday event. Apparently Gen Z likes quick hits, making them a natural audience for commercials. At the NewFronts presentation, YouTube explained it is expanding its AI-driven video reach campaigns to include YouTube Shorts. Continue reading YouTube Debuts Ad Tech at Gen Z-Themed NewFronts Event

The disruptive movie subscription company MoviePass plans to build a recommendation engine to rival Rotten Tomatoes, which, say its executives, is too general and too critical for its client base. MoviePass subscribers pay a flat monthly fee to see one showing per day in participating theaters. According to MoviePass chief executive Mitch Lowe, subscribers want to be able to review movies on its site and say they would prefer to read reviews by fellow subscribers. MoviePass is also buying Moviefone from its owner, Verizon Communications’ Oath. Continue reading MoviePass Acquires Moviefone, Plans Recommendation Engine

Hoping to leverage the traveler’s yen for experiences that make her feel more connected to the places she visits, Airbnb is now offering local tours, activities from surfing lessons to pub crawls, and its travel services in major cities worldwide. Airbnb, valued at $30 billion, is currently one of the world’s fastest growing privately held companies, although it hasn’t been welcomed in all cities. Bringing in local hosts as guides, the tours have been tested by Airbnb in a few cities, soon expanding to 12 and, by 2017, 50. Continue reading Airbnb Debuts Tours and Activities in Turn Towards Services

Twitter now allows some mobile users to watch live video feeds on its sister app Periscope within the Twitter timeline. Previously, Twitter users linked to Periscope broadcasts via the discrete app. Acquired by Twitter in 2015, Periscope has taken off among users who use it to broadcast their whereabouts from smartphones. Users have posted an estimated 100 million live feeds on Periscope in the 10 months since its purchase. By linking the two apps, Twitter will introduce Periscope to new users and become home to more content. Continue reading Periscope Now Broadcasts Live Video Directly Within Twitter

During CES in Las Vegas, Motorola Mobility chief operating officer Rick Osterloh suggested that Lenovo has plans to phase out the Motorola brand. In the wake of news media and analyst confusion resulting from Osterloh’s comments, the company issued a statement to provide clarification, noting that the Motorola name or organization is not being dismantled, but is instead looking to “evolve” under parent company Lenovo. As part of that initiative, the company is looking to “streamline” its products under two brands — Moto and Vibe. Lenovo acquired Motorola Mobility from Google in 2014. Continue reading Motorola Provides New Context to Comments Made at CES

On October 5, the Apple Watch Hermès, priced between $1,000 and $1,500, will go on sale in Apple and Hermès stores in 14 countries including the U.S., China, France and Switzerland. The new watch is Apple’s first partnership with a luxury brand, and also the first time that Apple has permitted another brand’s components — in this case, signature watchbands, clasps and fonts — on one of its products. The Apple Watch Hermès was the most expensive new item at Apple’s recent new product introduction. Continue reading Apple Partners with Luxury Brand Hermès on New Smartwatch

Mobile game maker SGN and 20th Century Fox released “Book of Life: Sugar Smash,” a companion mobile game for Fox’s new animated film. The two companies are sharing revenue from the game’s in-app purchases, which could translate to long-term revenue and marketing for both businesses. This revenue-sharing deal could also become a new model of partnership for future gaming and film companies. “Book of Life: Sugar Smash” is a free game available for iOS and soon Android. Continue reading SGN Releases Mobile Game for Fox’s New ‘Book of Life’ Movie