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»video content

Rob Towne, director of performance marketing at Purple Mattress
Purple Mattress: ‘Views Don’t Mean Much If People Don’t Take Action’

Mattress startup Purple doesn’t run unskippable video ads. “If someone’s on YouTube and ready to watch a video of their choosing, but you’re forcing them watch 30 seconds of ads first – that’s a brand imposing their will on the viewer,” said Rob Towne, director of performance marketing at Purple Mattress. “As a brand, we choose... Continue reading »

by Allison Schiff // January 21st, 2021 //
»
Whistle’s Recipe For Success: Mobile-First, Multiplatform, Made To Order

The watchword at entertainment and sports media company Whistle is distribution. “We go direct-to-consumer on whichever platforms our audience prefers to do their watching,” said Alison Meyer, who leads brand marketing solutions at Whistle. Originally known for its influencer-led sports content, Whistle has since branched out into lifestyle, humor and general entertainment – anything “positive and... Continue reading »

by Allison Schiff // December 20th, 2019 //
»
Bruce Falck Revs Revenue One Year In As Twitter’s Ad Products Chief

In Bruce Falck’s office, there’s a piece of paper tacked to the wall with a list of important reminders: GDPR, MRC, transparency, measurement. But rather than focusing on “external factors,” the GM of Twitter’s revenue product and his growing team are “getting back to basics.” Twitter has spent the last two years striking content partnerships,... Continue reading »

by Allison Schiff // June 20th, 2018 //
»
As The Measurement Space Shifts Underfoot, What Can Nielsen Do To Keep Its Spot?

The independent measurement space was once Nielsen’s to lose – and now it’s taking pains to make sure that doesn’t happen. Nielsen is in a delicate position. Although its long-established panel-based business is primarily what pays the bills, TV ratings aren’t the future. The company’s success depends on moving away from classic TV ratings, while... Continue reading »

by Allison Schiff // January 9th, 2018 //
»
Video Creation Platform Wibbitz Snaps Up $20 Million In Series C Funding

Publishers still struggle to make enough video content and inventory. Text-to-video platform Wibbitz, which announced its $20 million Series C on Tuesday, aims to help them meet that need with technology that automates creation. The round, led by Bertelsmann Digital Media Investments with participation from The Weather Channel TV network, the Associated Press, existing investor... Continue reading »

by Allison Schiff // October 24th, 2017 //
»
VidMob Rolls Out A Self-Serve Campaign Manager For Snap Ads

Snapchat is settling into ad tech, and so are its partners. Video production and editing startup VidMob, one of five Creative API partners that Snapchat announced in late January, launched a self-serve platform on Thursday that lets advertisers and publishers create, manage and buy Snap Ads within a single interface. The platform combines Snapchat’s recently released... Continue reading »

by Allison Schiff // February 23rd, 2017 //
»
Mindbodygreen Creates A Healthy Blend Of Commerce And Content

Mindbodygreen is making a credible run at the content-and-commerce model. The health and wellness publisher, which sees around 10 million unique visitors a month, eschews traditional advertising in favor of a combination of content and commerce, “with community in the middle,” said CEO and founder Jason Wachob. Mindbodygreen has 5,000 contributors, some of whom are... Continue reading »

by Allison Schiff // November 15th, 2016 //
»
Accenture On Video: If It’s Not Entertaining, Don’t Bother

Accenture Interactive exec Matt Gay’s 14-year-old son has a strict policy – he doesn’t look at ads, period. “He will actively avoid watching content if it’s got ads,” said Gay, a senior director and digital advertising lead at Accenture. But that’s not because Gay’s son hates advertising, per se. He just doesn’t have time to waste... Continue reading »

by Allison Schiff // October 20th, 2016 //
»
Home Decor Commerce App Lux Looks To Video To Make The Sale

If a picture is worth a thousand words, Lux is hoping video is worth a conversion. The home decor and interior design shopping app, which launched July 2015 on iOS and Android, sees a 30% higher engagement rate on autoplay video than on static product photos. “Facebook has proven that autoplay video can be quite... Continue reading »

by Allison Schiff // August 8th, 2016 //
»
Reuters TV App Wants To Show How OTT Apps Should Be Done

Reuters hopes its TV app is the opposite of a traditional TV-based news consumption experience. It’s an algorithmically generated and editorially curated video package for the cord-cutting generation. “It’s clear that the concept of what makes TV, well, TV is changing,” said Isaac Showman, managing director of Reuters TV, which positions itself as a product... Continue reading »

by Allison Schiff // August 4th, 2016 //
»
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