Twitter considers adding paid subscription service | YouTube ad-placement tightening comes with scale obstacles | How agencies are responding to YouTube ad-placement controversy
March 24, 2017
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The Big Story
Twitter considers adding paid subscription service
Social Media Site Twitter
(Bethany Clarke/Getty Images)
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 Drum (Glasgow, Scotland) (3/24),  Reuters (3/24),  CNET (3/24) 
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Connecting & Collaborating
YouTube ad-placement tightening comes with scale obstacles
(AFP/Getty Images)
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 Wall Street Journal (tiered subscription model) (3/23) 
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How agencies are responding to YouTube ad-placement controversy
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.
Advertising Age (3/23) 
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Marketer Moments
NBA exec on being a social success
NBA CMO on being the most successful social sports league
(Jonathan Daniel/Getty Images)
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. (Singapore) (3/23) 
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Platform News
Facebook debuts product-focused Collection spots, introduces split testing
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.
VentureBeat (3/23),  Adweek (3/23) 
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Measurement Matters
Survey: Why marketers are turning to influencers
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.
Adweek (3/22) 
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What effective social data analysis looks like
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.
Advertising Age (3/23) 
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Social Shareable
Podcast hosts are having fun with ads
How podcast hosts are having fun with advertising
Spicer (Mark Wilson/Getty Images)
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.
The New York Times (free-article access for SmartBrief readers) (3/24) 
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[I]nfluencer marketing has become a new vehicle for engagement, authenticity and sincerity.
Devon Wijesinghe, CEO of Insightpool, writing for Advertising Age
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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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