Twitter is exploring the option of a paid subscription package for its users in an effort to boost revenue. Paid monthly memberships would give users a more powerful version of Tweetdeck with additional account management features.
The decision by big brands such as Johnson & Johnson and AT&T to pull their ads from YouTube due to the recent controversy over ad placement near extremist or otherwise offensive content has prompted site owner Google to commit to developing stronger measures to protect advertisers. Industry observers say the task is challenging, as it "is complicated by the very scale and diversity that has made the network so attractive to marketers," writes Jack Nicas.
The decision by big brands such as Johnson & Johnson, AT&T and Verizon to pull their ads from YouTube is forcing media agencies to review their relationships with Google and urge the company to do more to ensure ads are not placed beside extremist or offensive content. "We do not see wholesale clients flocking away from the platform. But if we don't see Google do more, I can't say that won't be the case," Magna Global's David Cohen said.
NBA marketing chief Pam El talks about how the league amassed 1.3 billion followers on social media and 30.1 billion impressions on Snapchat. "It is about connecting better with our fans; to manage data that allow us deliver the right message, to the right person, at the right time, on the right channel," she says.
Facebook has unveiled a new ad product called Collection, which enables advertisers to entice consumers with a video and display four related items beneath it for purchase. The platform has also launched split testing to enable advertisers to more easily test different aspects of campaigns across various browsers and devices.
Seventy-one percent of marketers say influencer marketing helps them boost brand awareness on social, and nearly as high of a share say it helps them engage with a more targeted audience, a Bloglovin survey has found. Thirty-two percent of respondents said that influencer marketing is a vital part of their marketing plans, and 53% said they use the tactic to increase sales.
By tapping into the data available on social influencers, marketers can reverse engineer their results and create more effective campaigns, columnist Devon Wijesinghe writes. The key is to look past impression-based thinking and focus on resonance, while using the data to identify rising social influencers.
Podcast hosts share their thoughts on advertising in their shows, including how they come up with creative ways to weave sponsor messages into their podcasts. "We really had some fun when [White House press secretary Sean] Spicer did his first briefing and his suits weren't fitting. We did an Indochino suit segue that worked really well," said "Pod Save America" co-host Jon Favreau.
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
SocialMedia.org Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.