By Billy Leonard Influencer marketing is now on the radar of most brands, with spend on influencer marketing predicted to double in 2017, from between £20-50k pca to a whopping £40-100k pca. But, just like the advent of social media, are we seeing too many brands flocking to take part in influencer marketing without really knowing what they’re doing? If you’re looking to invest money in influencer marketing, you should know exactly why you’re doing so. Before you target any influencers and before you choose a hashtag, ask yourself these three basic questions: What is our objective? As an agency, we get an awful lot of clients Read full story › Source: The Drum...
Read MoreBy Laurie Fullerton As marketers race to keep up with an explosion of content platforms in video and television, its also possible that along the way they have lost the plot. The way America engages with media, according to a new report by the Video Advertising Bureau may surprise those who work in the field of advertising and marketing. The report, released today, found that the average American spends far less time watching live TV and far more time online today and suggests that the advertisers and marketers themselves too often assume that the viewing habits are more Read full story › Source: The Drum...
Read MoreBy Mike Thorne Should FMCG brands shift spend to digital or return to TV advertising? Should content be created in-house or by an incumbent (hi Pepsi). How can a brand stay ahead of the curve and on everyone’s shopping list? From my research team’s latest conversations with marketers at the top spending FMCG brands it’s clear that many are wrestling with the same big questions. Here are a few insomnia-inducing conundrums that marketers in the sector are contemplating… How to get on the shopping list For many household names, getting on the shopping list is surprisingly critical – it’s been brought up by everyone from <a target=_blank Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart Vice, Sky Sports, Spiegel Online and Bild have signed up to become Snapchat’s first partners for its Discover platform in Germany. The messaging app has launched its premium content offering in the country just weeks after poaching Marianne Bullwinkel from Facebook to serve as country manager for Germany, Austria, Switzerland (DACH). Snapchat Discover launched globally in 2015 and the messaging app counts the New York Times, MTV, BuzzFeed, Cosmopolitan and Bleacher Report among its roster of media partners who generate content for the section on a daily basis. The four launch partners in Germany, including German’s largest tabloid Read full story › Source: The Drum...
Read MoreBy Andy Black Medscape is the leading online global destination for physicians and healthcare professionals worldwide, offering the latest medical news and expert perspectives, essential point-of-care drug and disease information, and relevant professional education and CME (continuing medical education). Medscape first approached Heehaw, the Edinburgh based production company, in February this year looking for a Scottish based company to assist them with their global filming projects. The first project Heehaw and Medscape collaborated on was filming at the Royal Infirmary of Edinburgh for a new episode of their online video series. Marina Kugler, Medscape’s video producer, said of Read full story › Source: The Drum...
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