Twitter's newly returned CEO, Jack Dorsey, has been outlining the benefits of the platform's real-time attributes to advertisers. The company is trying to make advertising on the platform easier for brands, creating a feature than enables video creators to indicate whether marketers can run short spots before their videos. "Today, Twitter can show everything that is happening in the world 10 to 15 minutes faster than any other service," Dorsey said.
LeBron James is the latest athlete to drop his support of a major brand in favor of a growing business in which he has a financial stake, a strategy reflecting how influencers can use their star power to make a real difference. James, an investor in Blaze Pizza, "can move the needle with a company like that" because of his access to the "megaphone of social media," says David Carter of the University of Southern California.
Smartphones accounted for a majority of the more than 100 billion searches that Google processes monthly for the first time ever this summer, with much of the growth coming from overseas markets where desktops are less common. "We think about three important things: mobile, mobile and mobile," Google's Amit Singhal says.
Smart entertainment robot developer Sphero and Snapchat creator network Naritiv participated in Walt Disney Studios' startup accelerator program last year, teaming on a Snapchat push that garnered over 10 million views in 24 hours. Sphero built a "Star Wars" BB-8 droid toy, and Naritiv marketed it without paid advertising, using only Snapchat influencers. “We found people who love to travel and like tech, but more importantly they were all Star Wars fans which we thought would completely go crazy for it,” Naritiv's CEO Dan Altmann said.
Reebok has overhauled its social media strategy to concentrate on relationship-building. Its recent #MoreThanTape campaign, which features fans sending supportive messages to UFC champ Ronda Rousey, and other similar efforts have resulted in an 8,000% growth in brand engagement in 18 months. Consumers following the brand on Instagram have grown 163% this year, per Digiday, the highest boost within its brand segment.
The Downloadable Security Technical Advisory Committee report "underscores that there is no need" for the Federal Communications Commission to require specific technology for users to access video content, the National Cable & Telecommunications Association writes in a filing. If the FCC mandated a certain gateway, manufacturers would be able to "mash up" programming without regard for contractual obligations, the NCTA writes.
Time Warner Cable and Cogent have reached a multiyear interconnection deal. Such agreements are under consideration by the Federal Communications Commission, as part of its review of the Time Warner Cable-Charter Communications merger. Charter had made a commitment to forge interconnection agreements without settlements and would maintain that stance after the merger.
TabletTV has created a new version of its application for iOS devices that lets users access HBO Now, ESPN and other channels while browsing online, as well as record programming up to a week ahead of time. To use the app, users must purchase an $89.95 Tpod antenna, which is a combination ATSC receiver and DVR.
Business-to-business marketers should have a dedicated landing page attached to each campaign to ensure effective lead generation, writes Jonha Revesencio. Other must-haves include calls-to-action, use of the pronoun "you," demos of how the product or service can help users, and mobile optimization of lead-generation Web pages, Revesencio writes.
Facebook is testing six emoji-style buttons to sit alongside its "Like" button, including "haha," "wow," "angry," "yay," "sad" and "love." "The data will help marketers break down the posts more specifically. "It's super easy for someone to click on the 'like' button. But if a person takes the time to select one of several buttons, I'd say that's a higher level of engagement," Mithun's David Carter said.
- Page 1