video killed the _____ star
Posted by Sheila Shayon on May 6, 2013 05:41 PM
Continuing its aggressive push to convince the world that YouTube video content is better than TV, the online video giant is rumored to be launching paid subscriptions for specialist video channels as soon as this week, the Financial Times reports.
YouTube has said it was “looking into creating a subscription platform that could bring even more great content to YouTube for our users to enjoy and provide our creators with another vehicle to generate revenue from their content, beyond the rental and ad-supported models we offer.”
The preeminent global video site has long-since evolved from its user-generated roots into a platform that every major company and marketer is looking to leverage with professional-grade content. With an audience of one billion, YouTube and its content partners are looking to create another revenue stream besides the site's burgeoning ad platform. "This is a whole new form of content, content delivery and content consumption," said DreamWorks CEO Jeffery Katzenberg in Business Insider. "It's the medium of the future and the future has already arrived. Video is becoming the global shared experience."Continue reading...
brands under fire
Posted by Dale Buss on April 25, 2013 07:01 PM
The recent, cartoonish prospective print ads by Ford's agency in India—depicting Silvio Berlusconi and Paris Hilton as heartless kidnappers—turned out to be mere child's play in the modern universe of tin-eared automotive marketing. Hyundai has just set the bar at a new low with an online ad in Europe for its iX35 fuel-cell car, which depicts a suicide attempt in the car—which eventually fails because of the vehicles clean emissions.
The spot by Innocean, Hyundai's agency of record because it is owned by Hyundai, shows a man sitting in the driver's seat of a Hyundai in his garage, having made all the necessary preparations for offing himself by breathing in carbon monoxide. But, despite the foreboding music, it doesn't work. The commercial shows a tube—run into the passenger compartment from the exhaust pipe—emitting what looks like smoke but turns out to be vapor, as the car runs on "100-percent water emissions," a tagline informs the viewer. The guy is out of luck.
Hyundai today pulled the ad (which was posted last week) from YouTube, but it has gone wildly viral and enraged the brand's fans and non-fans the world over. "Hyundai understands the video has caused offense," Hyundai Europe said in a statement (update: scroll down for additional statements). "We apologize unreservedly. The video has been taken down and will not be used in any of our advertising or marketing."Continue reading...
Posted by Sheila Shayon on April 25, 2013 03:34 PM
Yahoo just scored the rights to nearly four decades of Saturday Night Live episodes in a deal with Broadway Video Entertainment. Starting in September, the best clips since 1975 will be available on the web portal, exclusively, for one year.
CEO Marissa Mayer’s move is a video content coup for Yahoo, securing a foothold and media buzz for the brand looking to capture cultural zeitgeist and marketer mindshare.
"As a fan, I couldn't be more excited," wrote Mayer in a blog post. "Blues Brothers, the Coneheads, Church Chat, Wayne’s World, Coffee Talk, Pat, the Hanukkah Song, the list of tremendous clips goes on and on. Saturday Night Live has pervaded and defined our culture for decades."Continue reading...
brand vs. brand
Posted by Sheila Shayon on April 23, 2013 01:52 PM
Reed Hastings has thrown down the gauntlet to the gold-standard of pay-tv and on-demand as a new model emerges, largely defined by consumers.
Netflix has officially surpassed HBO in subscribers, reporting 29.17 million domestic subscribers in the first quarter of 2013, while HBO ended 2012 with 28.7 million, according to SNL Kagan. The company’s stock passed $200 a share for the first time since 2011 after reporting its quarterly earnings.
Ted Sarandos, chief content officer for Netflix told GQ that, "The goal is to become HBO faster than HBO can become us.” It looks like they're well on their way.
Aside from subscribers and revenue, Netflix is now competing with HBO for talent and creative ideas. The streaming company recently launched a new original series, Hemlock Grove, while it's slated to capitalize on the Arrested Development series in May. "This is the direction that storytelling is evolving, where you're going to have the most interesting story lines, the most interesting characters," Kevin Spacey, star and executive producer of the Netflix original series House of Cards. "What a company like Netflix is doing is the ultimate expression of individual control, proof of what people's attention span really is."
Of Netflix’s subscriber increase in Q1, more than two million in the US are attributed to the success of its first original series. Those who checked in to Netflix for House of Cards stayed for the most part, with fewer than 8,000 who paid the $7.99 monthly fee to watch the show choosing to cancel.Continue reading...
Posted by Sheila Shayon on April 18, 2013 07:04 PM
In its latest bid to become a multimedia platform, Twitter has officially announced Twitter #music, a web and app-based platform that allows users to stream trending music from the site.
The company Jack Dorsey founded in 2006 now has over 200 million monthly users tweeting over 400 million time a day. After announcing multiple improvements to its API earlier this year, Twitter’s ad revenue is projected to generate $583 million this year and $1 billion in 2014, according to eMarketer. Now, as it builds channels to stream video content and music, the microblogger is setting itself up to become the golden-child of the emerging dual-screen media phenomenon.
Rumored to have been soft-launched at California's Coachella festival, the Twitter #Music app is now available for download in the Apple App Store and can also be accessed on the web. “It uses Twitter activity, including Tweets and engagement, to detect and surface the most popular tracks and emerging artists," according to Twitter's blog. "It also brings artists’ music-related Twitter activity front and center: go to their profiles to see which music artists they follow and listen to songs by those artists. And, of course, you can tweet songs right from the app.”Continue reading...
social media watch
Posted by Sheila Shayon on April 18, 2013 04:56 PM
Twitter just broke the ad barrier with a new tool that lets marketers deep dive into users' tweets to serve up the most relevant ads, rather than just analyzing their "interest graph."
Tests of the keyword-based targeting mechanism indicate a click rate of 11 out of 100 times an ad appeared, which "shows the power of the intent expressed in users' public tweets," Kevin Weil, a senior director of product at Twitter told Reuters. The ad tool leverages the essence of Twitter’s DNA—the ubiquity of hashtags. "It's already used today as a way to focus conversation," Weil added. "Now it's also a way for users who are talking about something to see really relevant [ads]."
Twitter, now valued at $9 billion with 200 million users worldwide, is preparing an IPO possibly by 2014. With that, the social service has set its sights on another engagement driver: video.Continue reading...
truth in advertising
Posted by Sheila Shayon on April 17, 2013 04:53 PM
Only four percent of women worldwide consider themselves beautiful according to Dove, whose latest installment of its famed Real Beauty campaign presents a social experiment to dispell negative personal perceptions.
The tagline of the campaign, "You are more beautiful than you think," demonstrates the disparity between a woman’s self-image and a stranger’s perception, playing on the common saying , "You are your own worst critic."
Created by Ogilvy Brazil, FBI-trained artist Gil Zamora, an forensic expert who has sketched more than 3,000 eye witness reports, first drew portraits of seven women of different ages and backgrounds according to their own description, followed by sketches of those same women according to strangers who had just met them on the same day.
In the "Dove Real Beauty Sketches" video (watch below) produced for the campaign, the participants say things like, "My mom told me I had a big jaw," "I kind of have a fat, rounder face," and "I'd say I have a pretty big forehead."Continue reading...
Posted by Abe Sauer on April 12, 2013 10:53 AM
Oreo has made an unlikely pairing for it's latest China campaign, and we're not talking about green tea Oreos or the host of other local variations (ice-cream flavor, anyone?) introduced by the Nabisco division of Kraft-now-Mondelez.
It's an irony of history that Oreo's new China spokesman, film director Feng Xiaogang, was last found at the helm of Back to 1942 (一九四二), last year's three-hour, brutal epic about the Henan family that killed at least three million people.
But then again, Feng Xiaogang's career is full of little ironies. He's one of China's most popular directors of the last decade and yet almost nobody has heard of him in Hollywood. For Oreo, a western brand that has localized for the China market better than almost anyone, it makes him a perfect choice. Oreo's localization strategies like cucumber flavors and square shapes have won it press accolades and, more importantly, leagues of happy customers.Continue reading...