LinkedIn Offers Feature for Brands to ‘Boost’ Organic Pages

LinkedIn added a “Boost” option that brands can use to maximize the reach of their posts. Any high-performing organic Page update can be turned into paid ads in this manner, explained LinkedIn, adding that if the brand sees “early traction” to an organic update, it can “capitalize on that, without having to create a new ad.” “With the click of a button and a few payment details, you can easily give your most engaging or time-sensitive content a little boost to quickly expand your audience reach,” the company added. Boost is touted as an ideal tool for content related to industry thought leadership, customer spotlights, and new product launches or special events. Continue reading LinkedIn Offers Feature for Brands to ‘Boost’ Organic Pages

Snap Introduces Augmented Reality Spectacles for Creators

During last week’s Snap Partner Summit 2021, Snap showcased Spectacles, a new augmented reality version of its glasses that is not yet commercially available. Instead, the goal is to inspire creators to design new augmented reality experiences, with the aim of capitalizing on e-commerce. The company also updated the Scan feature, which, in concert with partners, allows use of the camera to identify everything from plants to dog breeds and car models. Chief executive Evan Spiegel said the moves are “a meaningful step forward in our platform strategy.” Continue reading Snap Introduces Augmented Reality Spectacles for Creators

Pinterest Rolls Out Idea Pins, Like Stories But Not Ephemeral

Pinterest has been moving away from its identity as a social network and making moves toward e-commerce. Now, the company is introducing Idea Pins, which it calls “an evolution of Story Pins, with a fresh name to better match the uniqueness of a product that empowers creators to share long-lasting ideas and not ephemeral stories.” Similar to the Stories feature common with other apps, Idea Pins consist of video clips up to 60 seconds that users can tap through. New publishing tools to create Idea Pins include video-first features, editing tools and updates. Continue reading Pinterest Rolls Out Idea Pins, Like Stories But Not Ephemeral

YouTube Revenue Could Surpass Netflix Numbers This Year

Google’s YouTube earned $6.01 billion in advertising revenue in Q1, a 49 percent growth from the $4 billion a year ago. In Q4, YouTube’s growth rate was 46 percent. But, more notably, its current growth rate is almost twice that of Netflix’s, which reported a 24 percent revenue bump in Q1 and anticipates 19 percent growth in Q2. Market data provider Refinitiv reported that, should the trajectory continue, YouTube is on track to take in between $29 billion and $30 billion in revenue in 2021, compared to Netflix’s expected $29.7 billion. Continue reading YouTube Revenue Could Surpass Netflix Numbers This Year

More Brands Consider TV/Film Sponsorship in COVID-19 Era

One lesser-known story of COVID-19’s impact on the entertainment industry is how brands have turned to filmmaking. “The Day Sports Stood Still,” a documentary about the NBA shutdown, started as an idea that NBA player Chris Paul brought to producer Brian Grazer and his Imagine Entertainment. The documentary, which debuted on HBO and HBO Max, also drew in Nike’s production entity Waffle Iron Entertainment. “The best partnership you can have is a marriage where the themes between the company and the story are aligned,” said Grazer. Continue reading More Brands Consider TV/Film Sponsorship in COVID-19 Era

Pinterest Focuses on Video Marketing, Trend Data, Shopping

Pinterest held a first-ever partner and advertiser summit to promote video, shopping, and making trend data actionable, all key agenda points for 2021 and beyond. In 2020, it added 100+ million monthly active users worldwide, reaching a total of 459 million, a 37 percent year-over-year increase. In Q4, revenue rose 76 percent year-over-year to $706 million, and 2020 revenue grew 48 percent to almost $1.7 billion. Video played a “meaningful” percentage of that revenue, said global head of sales Jon Kaplan. Continue reading Pinterest Focuses on Video Marketing, Trend Data, Shopping

CES: Brands Rethink Entertainment and Trends in Marketing

During a compelling CES 2021 presentation, MediaLink chair and chief executive Michael Kassan discussed how the past year has changed marketing with The SpringHill Company chief executive Maverick Carter, General Motors global chief marketing officer Deborah Wahl and Nike vice president of North America marketing Adrienne Lofton. “Staring through screens, you can lose connective tissue,” said Carter. “But we discovered you can still bring people together. Instead of jumping in the meeting, we had to talk about where we were at that day.” Continue reading CES: Brands Rethink Entertainment and Trends in Marketing

CES: Consumers Follow Brands That Align with Their Beliefs

At a CES 2021 panel, Insider Inc. chief marketing officer Jenifer Berman described a surge of “consumers that put their purchasing power behind brands that represent their beliefs,” such as racial equity and sustainability. She noted that, with the advent of the COVID-19 pandemic, brands shifted their messaging so as not to appear tone deaf. Nissan U.S. vice president and chief marketing officer Allyson Witherspoon reported that her company, for the first time, wasn’t trying to sell cars but instead to how to support consumers. Continue reading CES: Consumers Follow Brands That Align with Their Beliefs

E-Commerce Takes Center Stage as Top Retail Trend in 2020

In 2020, the year of the COVID-19 pandemic, e-commerce went mainstream, with Amazon and Walmart earning top spots as retail’s biggest successes. According to GroupM, e-commerce will grow by “low-double-digit percentages through the next six years,” even after social distancing rules abate. In addition, new services are being offered. Amazon opened its first Fresh grocery store with smart shopping carts and introduced prescription delivery and a hand-scanning payment option. Walmart introduced Walmart+, its membership program and partnered with Shopify and TikTok. Continue reading E-Commerce Takes Center Stage as Top Retail Trend in 2020

Advertising Opportunities Emerge for Mobile During Pandemic

App Annie reported that, in the first half of 2020, users spent 1.6 trillion hours on mobile devices, a big leap from the same period in 2019. App Annie market insights director Amir Ghodrati stated that, even if millions of people are out of work, it’s crucial for brands and companies to advertise on mobile devices, to acquire new users and enable them to set up new app habits. According to App Annie, psychologists say it takes an average of 66 days to form a habit. As the coronavirus pandemic continues, those habits are solidifying. Continue reading Advertising Opportunities Emerge for Mobile During Pandemic

Disney’s Streaming Services Hit 100 Million Subscriber Mark

Disney’s new streaming businesses — Disney+, Hulu and ESPN+ — have now accrued more than 100 million subscribers worldwide. With the release of blockbuster “Hamilton” on Disney+, that service hit 60.5 million subscribers after only nine months. That was a (low-end) number that Disney originally hoped to achieve at the end of five years. Disney has also announced that it would release its $200 million feature “Mulan” on Disney+, on a premium basis rather than movie theaters, in the U.S., Canada and parts of Europe. Continue reading Disney’s Streaming Services Hit 100 Million Subscriber Mark

Facebook Lures TikTok Creators to Its Reels With Big Payday

Instagram has offered lucrative deals to some of TikTok’s top video creators to switch to its new competing service Reels, which parent company Facebook plans to debut early next month. According to sources, potential payments for some creators could be “in the hundreds of thousands of dollars.” Similar to TikTok, Reels is a platform that allows users to share short-form video content. Some TikTok creators have amassed large followings, and have been paid by brands to promote products, wear branded clothing or use specific songs. Continue reading Facebook Lures TikTok Creators to Its Reels With Big Payday

YouTube Unveils ‘Shop Now’ and ‘Video Action Campaigns’

YouTube has debuted ads that allow marketers to create a ‘Shop Now’ section below their ads so that users can browse and purchase products, listed with prices. Advertisers can put these interactive ads in areas that get high traffic, such as home pages. YouTube director of product management Nicky Rettke reported that, “70 percent of people say they bought a brand as a result of seeing it on our platform.” YouTube tested the Shop Now format with clothing brand Aerie, which saw a 25 percent higher return on its ad spend. Continue reading YouTube Unveils ‘Shop Now’ and ‘Video Action Campaigns’

Amazon Saves Premium Search Results for Its Own Products

According to a review by ProPublica, tech giant Amazon has begun to reserve the best placement in search results for its own products. Brands have been able to bid on search terms in order to gain visible listings at the top of the Amazon product search results. They can still bid on such placements, which also earns them a “sponsored” tag. But ProPublica and consultants found that, during the coronavirus pandemic, the company made the top left position on the first page unavailable to anything other than its own private-label products. Continue reading Amazon Saves Premium Search Results for Its Own Products

YouTube Sees Leap in Viewership, Yet Decline in Advertising

Millions of people are watching YouTube for news on the coronavirus. Chief product officer Neal Mohan reported viewership rose 75 percent compared to a year earlier. YouTube reaches more than two billion global viewers every month. But, even as viewership ticks upward, digital advertising has dramatically slowed and advertising rates are plummeting, leaving anyone who makes their living on YouTube in a financially vulnerable position. “Everyone is pausing their campaigns on YouTube,” said YouTube advisor Carlos Pacheco. Continue reading YouTube Sees Leap in Viewership, Yet Decline in Advertising

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