The lines between user and influencer are blurring rapidly, even for social media companies like Twitter that have been frankly unaccustomed to treating their most popular users as creators. Twitter, which will soon allow creators to paywall their tweets as part of its Super Follow feature, has just started to roll out a tipping system…
As media services and content development continue to move closer together, agencies and media platforms continue to roll out partnerships to meet client expectations. The latest is perhaps the largest one yet. In what each party positions as a unique move in the industry, Mediabrands Content Studio (IPG’s data-driven content studio) and Vice Media Group…
Miroma Ventures, the venture capitalist firm of marketing services collective The Miroma Group, plans to invest $100 million to support growth-stage consumer brands and media platforms. With seeding from The Miroma Group chief executive Marc Boyan, the organization wants to focus on purpose-driven investing in businesses led by underrepresented talent or challenger brands that are…
GroupM is forming the Media Inclusion Initiative to grow and support a diverse range of Black-owned media companies and creators around the world, the latest foray by the WPP media group’s Responsible Investment Framework designed to making a positive impact around diversity and inclusion. The program revolves around its “2+% Pledge” as well as the…
Despite a tumultuous year, publishers’ digital advertising revenues fared surprisingly well in 2020, according to a new study from Boostr. The survey, which analyzed the financial data of 54 primarily digital U.S.-based media companies and collected insights from 200 industry executives, found that the majority of publishers experienced overall growth in their advertising revenue by…
At first, Walter Geer, like many, didn’t understand Clubhouse. It was early July 2020, and Geer, now the executive creative director at agency VMLY&R, spent a few days listening to live audio conversations on the app before shelving it for a few weeks. While Clubhouse is now known for its LinkedIn-esque user base, the breakthrough…
In late March, 98-year-old Time magazine posted a job opening for a new chief financial officer, with one notable qualification: “comfort with Bitcoin and cryptocurrencies.” In four weeks, more than 600 people had applied on the digital currency job board Crypto Jobs. When it comes to grappling with cryptocurrency, some media companies are dipping their…
Penske Media is treating its NewFronts presentation like a coming-out party. The publisher of 24 brands, including several whose lineages trace back more than a century, has never participated in NewFronts until today. The group, which owns Variety and ARTNews, joined the presentation to rebrand PMC as a more active, cohesive enterprise in the world…
Even if you have never downloaded TikTok, it’s hard to ignore its cultural impact. While TikTok has made stars out of some, like musicians Lil Nas X and Olivia Rodrigo–who mounted a historic ascent atop the pop charts with “Driver’s License”–it has also brought big wins to brands. Take Ocean Spray, which saw cranberry juice…
Meredith, the publisher behind iconic home and lifestyle brands like People, Food & Wine and Southern Living used its NewFronts presentation to announce a slate of new video and podcast programming, as well as tout its Video Accountability Suite, a host of measurement tools designed to prove video advertisers’ performance. The publisher reaches 95% of…
Twitter stressed live content and real-time connection in its presentation at the 2021 Digital NewFronts on Wednesday. The company also announced a slate of new and expanded video-based content partnerships. “Twitter is not only a second screen, but it’s also the first scroll when anything is happening in the world,” said Jen Prince, Twitter’s global…
Vice Media Group’s Wednesday NewFronts presentation took a strong stand against data discrimination, with the company arguing that the advertising industry uses a person’s gender, age and ethnicity for targeted messaging, while making false assumptions and vast generalizations about their identity. “I think we can all agree that this is a shallow and diminishing way…
Complex Network’s nine-year-old food brand, First We Feast–which houses some of the company’s best-loved food shows including Hot Ones and the Burger Show–has recently hit 10 million subscribers on YouTube. This growth is partly thanks to diving into an unfilled niche at the right time, the company said. “There was this shift in culture around…
BuzzFeed returned to NewFronts for the first time since 2016 on Wednesday, as CEO Jonah Peretti laid out his vision for how the publisher plans to navigate changes, both internal and external, reshaping the 15-year-old company. During the presentation, Peretti focused on one major point: Through social listening, BuzzFeed has developed a deep, authentic relationship…
Snap announced a new creator marketplace in its 2021 Digital NewFronts presentation on Wednesday. The new feature connects brands with creators on Snap for marketing campaigns and sponsorships. The marketplace opens later this month for businesses looking to partner with augmented reality lens-makers on the app and will expand to all creators in early 2022….
After Donald Trump used social media to egg on an insurrection at the U.S. Capitol on Jan. 6, every major social media platform gave him the boot. Facebook, which had gone relatively easy on Trump’s past infractions, indefinitely suspended the then-president days before he was set to leave office. But the company kicked the decision…
In its presentation at the 2021 IAB Digital NewFronts, Vevo made its case for the enduring power of highly-produced music videos in its pitch to brands and agencies. With the tagline “Music television like it was meant to be,” Vevo is trying to hearken back to the pre-reality TV days of MTV, and let advertisers…
Cond? Nast’s commerce ambitions–hinted at during the media company’s NewFronts pitch last year–are more than just building affiliate content. During this year’s presentation, held virtually Tuesday afternoon, the company announced that 75 short-from series will go back into production with the addition of 50 new pilots across 17 brand channels. The Advance Publications-owned media company…
Twitter followed up January’s acquisition of newsletter publishing platform Revue with another foray into the world of journalists, publishers and writers, scooping up Scroll, which enables people to read articles without ads, popups and other distractions. Scroll works on a membership model and helps readers avoid ads and the like by sharing the proceeds of…
After the Covid-19 pandemic cratered marketing budgets more significantly than any event in the modern era, there’s an understandable desire to figure out what’s to come. Attempting to predict events beyond three months in advance might seem like outright folly, but ad spend forecasts and reports are emerging in rapid succession–and seem to agree on…
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