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The Daily Brief: 2.29

Twitter is more alive than ever before. There’s no better destination for live content. Not a TV network, not a publisher, not another app. Twitter. Leonardo DiCaprio’s Best Actor win sets record for most-tweeted minute at Oscars. LINK

Snapchat Live Stories are now on the web. Like Twitter Moments: a curated moment of the day’s biggest event. For Snapchat, they can demand advertisers pay more for ad insertions, or brands to pay more for their own Live Story to be featured on the web. By capturing a larger audience, Snapchat can flirt with and lure new users onto platform. For brands, perhaps they access the feature and reach a larger audience, embed the story on an owned platform, and incorporate a direct response campaign. Snapchat is now more accessible (and potentially more viral). Could they allow individual users publish online, too — the grand answer to discoverability?  LINK

And Snapchat just announced that its users view 8 billion videos every day (the same number Facebook reports). Snapchat’s app has more than 100 million daily users who spend an average of 25 to 30 minutes on the app each day. LINK

Reebok is attempting to align itself with Super Tuesday’s primary elections with a pledge that it will donate $50,000 to a health related charity if any of the presidential candidates can complete a one mile run in 10 minutes or less. Highlighting the benefits of exercise on the brain Reebok is encouraging the presidential candidates to show their commitment to their physical health in order to illustrate their mental aptitude for the role of president. LINK

Time Inc. UK Advertising has unveiled The Foundry, a dedicated product to deliver its own content-led marketing solutions for its commercial partners. The Foundry brings together branded content solutions, editorial franchise creation, and commercial content and video production teams under one offering. LINK

Google AMP isn’t restricted to news articles and publishers. It can be its own, full website. “There’s nothing about the AMP format that doesn’t enable its use for all kinds of things. You could build an entire website out of it.” Yes, you can build your ecommerce store on AMPLINK

Fashion podcasting is seeing a boom (but so is almost all vertical of podcasting). Why? “Brands themselves aren’t enough – it’s about the people behind the brand, and I think it’s especially true in fashion. When someone knows the story behind the products they’re buying, or the experience that they’re having, they’re so much more invested in it, I think that’s what works about the podcast.” And, yeah, podcasting ad revenue is way up. LINK

Snapchat wants to give advertisers the ability to buy bigger audiences than what one Discover publisher might command on a given day. It wants to aggregate audiences, serving ads based on targeting data like age, gender, location and device type: For instance, if one publisher gets 1 million views in a day, then advertisers could reach larger audiences if their ads appeared across multiple channels. There is clear incentive for Snapchat to sell ads that could reach wider audiences than one Discover publisher gets. LINK

Happy Goggles. McDonald’s VR system made from a reimagined Happy Meal, sponsored by the Swedish National Ski Team. LINK

Huge fan of FAN, and many are unaware of it. “FAN” lets brands extend their Facebook ad campaigns off of Facebook, using the same targeting data as they use on itFor advertisers, this means more available ad units and lower costs. For app and mobile web publishers, it means a Facebook-powered way to make money. For users, it means that the kind of ads you see on Facebook follow you around the web. Instead of pumping your News Feed full of more ads, it can place them on a bunch of different apps and mobile websites. LINK