Posts made in February, 2016

on Feb 24, 2016

By Seb Joseph An investigation by The Drum found that while Snapchat’s recent hires and product investments have resurrected interest in its potential as an advertising platform, most marketers are looking carefully at it on a brand by brand basis. Advertising experts discuss the opportunities and challenges of the platform in its current state below. Read full story › Source: The Drum...

on Feb 24, 2016

By Rebecca Stewart Instagram is ditching its iconic heart-shaped like count below videos and replacing it with a viewing tally. The app is giving priority to views in a bid to help creators see how its 400 million-plus users are engaging with video on the platform. The move brings it closer in line with sister company Facebook, and will provide brands with stronger metrics around how many times their content has been watched. In a post published yesterday (23 February), Instagram said this was the first of many improvements to its video offering in 2016. Starting this Read full story › Source: The Drum...

on Feb 24, 2016

By Thomas Hobbs The campaign’s two new TV ads prominently feature the ‘It’s what you do in the dark that puts you in the light’ slogan and show Manchester United star Depay and members of the USA gynmanastics women’s team in deep training. The campaign, created by Droga5, will also be supported by social-first content including a short film featuring world championship US swimmer Michael Phelps that will launch in March. “As a company built by athletes, we truly understand an athlete’s never-ending quest to reach greatness and we want to showcase and honor their sacrifices,” said Adrienne Lofton, senior VP of global brand marketing Read full story › Source: Marketing Week...

on Feb 24, 2016

By Jessica Goodfellow The Lad Bible has its sights set on the locked screens of mobile devices this year, devising a way to serve people personalised notifications in the hope of standing out in what can be a crowded space. The publisher believes mobile notifications are their own medium, separate from other content channels and as such is making a move to surface targeted articles to people’s locked screens. To do this, it has tasked digital marketing platform OtherLevels to manage its mobile app that will see it provide the technology, metrics and notification solutions to understand user behaviours, frequency of app usage, and Read full story › Source: The Drum...

on Feb 24, 2016

By Adam Libonatti-Roche In an eye-opening keynote at New York’s Social Media Week, New York Times (NYT) chief executive Mark Thompson outlined the future of the publication and how it fosters innovation. “Sometimes, you should just go with your instinct”; a phrase that reverberated not only around the main room at The Times Centre is Manhattan yesterday afternoon (24 Febraury) but also around the publishing world in recent times. It was a line that Mark Thompson wanted to spread; a message to other publications signalling ‘this is how we do things at the New York Times”. Thompson enlightened his audience for 50 minutes, highlighting Read full story › Source: The Drum...