After years of investing in brand-building tactics on TV, RetailMeNot, which was acquired for $630 million by payment processor Harland Clarke and went private in April, is moving its working media budget into digital video. That’s not to say RetailMeNot is entirely abandoning TV, since the broadcast medium drives brand lift during periods when there […]
Live video is picking up steam, but because it takes extra resources to produce – and monetization is still nascent – it can be a tough tradeoff for premium publishers. Yet, with more consumer platforms, such as Facebook Live, testing new monetization tactics like mid-roll ads in live video, publishers are experimenting more aggressively with […]
McDonald’s is on a “mass personalization” push to attract more millennials. Even though it markets to national audiences, many of its fast-food restaurants operate as local franchises. Thus, McDonald’s must create content that resonates at a community level in addition to its national assets. To pull off an operation at McDonald’s scale requires unity among […]
Like other digital publishers, Condé Nast wasn’t immune to the challenges of scaling an upstart, owned-and-operated video property in a climate dominated by YouTube and Facebook. In 2015, Condé Nast’s video hub, The Scene, struggled to hit its stride, despite owning a portfolio of popular titles that includes Vogue and Vanity Fair. That’s changed, according to Joy […]
MeUndies discovered a new sales channel on Black Friday: Facebook Live. The underwear company ran a late-afternoon, two-hour event on Nov. 25 complete with a DJ and dance contests. As more people joined, MeUndies unlocked larger and larger discounts. The Live event attracted 13,300 viewers. Those users tallied 5,998 engagements. The Facebook Live audience opened […]
After a brief hiatus from television, Birchbox is reinvesting in the medium for a multiplatform holiday campaign. Birchbox, which sends beauty products to its subscribers every month, is using a 30-second TV spot and digital assets to message not just beauty-obsessed women, but also more casual makeup users or men who want gift ideas. Amanda […]
On Saturday, small businesses will get a chance to pitch ideas to a GoDaddy executive and other experts at the SheKnows Media conference. To drive viewers to the live-streamed event, GoDaddy will become the first brand to deploy a programmatic video live-stream ad unit from Traction Labs. The session is part of a sponsorship deal […]
Marketers are warming to social platforms as repositories of video inventory. Sixty-five percent of marketer respondents to a recent survey say social companies rank Facebook, Twitter and Snapchat among their “most important partners” when executing digital video campaigns. That’s significantly more than the 55% who called out video platforms like YouTube and Vevo. Meanwhile 24% […]
Facebook wants brands to know that its live-streaming platform is more than a free-for-all for unfettered personal broadcasts. Publisher partners are finding value when they augment Facebook Live within a larger content distribution strategy, even if monetization as a whole remains in test mode. “Facebook Live is a form of branded content for us, and […]
