YouTube announces new features, metrics for its 1.5B audience | How influencers help B2B tech companies | Commentary: Business chatbots, sharing economy mesh well
June 23, 2017
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The Big Story
YouTube announces new features, metrics for its 1.5B audience
(Dan R. Krauss/Getty Images)
YouTube CEO Susan Wojcicki has announced that the platform now has 1.5 billion monthly logged-in viewers; she also revealed that videos watched via its app can now be resized for screens and shared more easily via private message. Also, Nielsen has announced that its YouTube-centric Digital Ad Ratings now offers cross-device measurement of audiences across all mobile devices and computers.
MediaPost Communications (6/22),  Marketing Land (6/22) 
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Break The Prisoner's Dilemma in Mobile Ad Fraud
Unfortunately, in the mobile marketing ecosystem, fighting fraud is widely talked about, but when it comes to actions rather than words, no one has a real incentive to truly fight back. Read More to find out what needs to be done to make a change.
Connecting & Collaborating
How influencers help B2B tech companies
Mark Schaefer and Traackr spoke with 10 business-to-business technology-influencer marketing experts, finding that companies must align with influencers who share their values and build long-term relationships rather than focusing on quick promotions. The results do pay off, with SAP's Amisha Gandhi saying that the addition of an influencer to a campaign can double to quadruple the return on investment.
Computer Business Review online (U.K.) (6/22) 
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Commentary: Business chatbots, sharing economy mesh well
Chatbots for businesses are well-suited to the nature of the new sharing economy, writes BotAnalytics' Ilker Koksal. They can serve to mimic the key characteristics of sharing, meeting customers' "needs at all hours of the day -- and comfortably, from their mobile phone."
VentureBeat (6/22) 
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Marketer Moments
MullenLowe creates Snapchat Specs goggles for Royal Caribbean
Royal Caribbean, with MullenLowe, has unveiled a scuba mask that incorporates Snapchat Spectacles called "SeaSeekers" as part of its new #SeekDeeper campaign. The mask allows users to live-stream from depths up to 150 feet and is part of the company's strategy to reach out to a younger demographic by showcasing the more adventurous opportunities its cruises provide.
Adweek (6/22),  Campaign US (free registration) (6/21) 
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Why Lego's social success is all down to its fans
Lego's Lars Silberbauer spoke at Cannes Lions about the brand's social strategy and why it centers around bringing people together to play and celebrating their creations. He talked about the brand's global competition for kids, First Lego League, and crowdsourcing ideas for new Lego sets.
Fast Company online (6/20) 
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Platform News
What Snap's ad-tech, TV moves mean for its future
Snap's ad-tech acquisitions show that the company has learned from the mistakes and successes of its predecessors, such as Facebook, observers say, and its move now into the TV market signals that it's breaking away from Facebook's model and indicates that Snapchat's user growth may not be as important as people think. "Given all the content and original programming they're starting to produce, they're not a social network," says Essence's Jeremy Sigel.
AdExchanger (6/22) 
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Measurement Matters
Survey: Social video spend increasing and Facebook is top choice
(Justin Sullivan/Getty Images)
Sixty-seven percent of marketers invest in video on Facebook, 51% spend on YouTube video and a quarter invest in video on Instagram and Twitter each, per Animoto. Sixty-three percent of respondents plan to up their spend on Facebook video in the next year, 62% intend to invest more in YouTube video, 52% will spend more on Twitter video and half say they're increasing Instagram video spend.
eMarketer (6/23) 
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Social Shareable
Tribal Worldwide unleashes father's emotions
Tribal Worldwide Philippines' Father's Day ad for SM Supermalls has attracted more than 9 million views in slightly more than a week. The spot shows an excited girl and her mom shopping and preparing for her 18th birthday while her dad watches seemingly unmoved before showing his emotions have been secretly buried all along.
Advertising Age (6/19) 
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Snap is moving incredibly quickly. Nobody really understands who it will end up being.
Jeremy Sigel, global director of partnerships and emerging media at Essence, as quoted by AdExchanger
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 Andy Sernovitz, Editor at Large
Andy Sernovitz builds organizations that help people help each other. His company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including and Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.
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