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The Daily Brief: 3.18

Social networks are the new TV networks. You tune in everyday to catch the new video on your favorite Discover channel on Snapchat. Read the news on Twitter Moments. Catch a regularly scheduled TMZ report or player interview from your favorite MLB team on Facebook Live. And now, Facebook and Twitter are battling to win the right to stream conventional TV programming. Facebook even discussed the possibility of creating a skinny bundle of channels to deliver the programming to its 1 billion-plus users (as I’ve suggested many times). With more specific viewer data, TV programmers could charge more for their shows LINK

Messaging is the new platform. Bots are the new apps. SDKs are hot. Messenger is the new App StoreLINK

Facebook Messenger’s hidden mini basketball game may be silly, but it’s probably a hint of what’s to come on the platform: gaming. LINK

WeChatIt was first to popularize putting brands in chat and integrating third-party services, two trends Facebook-owned WhatsApp and Messenger and others are jumping on, and it looks like payment is the next major focus. It now has 697 million active users worldwide. Beyond text messaging, voice and video calling, the service includes a social network timeline, branded accounts, shopping, games and WeChatPay, which can be used to transfer money between WeChat users (peer-to-peer) and make payments online and with participating offline retailers.

Pinterest’s long-awaited video ads have arrived (which is strange, because videos aren’t native to Pinterest, and, without actually seeing them myself, feels interruptive, very ad-like (shocker), and no different than the video ad sin the middle of an article to rack up “impressions”). The videos employ an autoplay function that sets them in motion when a user stops scrolling over them. LINK

Live TV, and especially live TV amplified with Twitter, is still greatest awareness driver. Target + link creative + promote on Twitter. LINK

The introduction of Google’s Analytics 360 represents a shift from keyword-based targeting to customer-level targeting. It will mean more content that’s tailored to what you like and less content that’s intended for the masses. LINK

On weekends, Bloomingdale’s Snapchat stories follow a model on her way about New York City, making multiple stops for wardrobe changes throughout the day. The model will then present an option for viewers (which of these three pairs of shoes should I wear?). After followers respond via Snapchat’s ‘chat’ function, will carry on with the story based on those answers. LINK

Snapchat screenshot surveys are hot right now. LINK

Gatorade is developing a microchip-fitted smart-cap bottle and sweat patch to inform athletes when and how much they should drink. The chip-enabled patch, which sticks to the skin, will work with an app to analyze a player’s sweat, communicating with Gatorade’s software to identify the athlete’s sweat level, as well as electrolyte and additional fluid-intake needs. The chip-fitted cap, on the other hand, will share real-time hydration data of the athlete. Based on the algorithm developed in collaboration with its Sports Science Institute, Gatorade will give the player nutrition recommendations. Athletes can also customize the bottle cap with their name, team logo, number and LED lights (show whether the athlete is ahead of or behind the drinking target). LINK

Jameson is the first alcohol company to buy a national Snapchat geofilter that’s age-gated so it’s only served to people over 21. Jameson is also running interstitial ads within the St. Patrick’s Day Live Story, which curates photos and videos from events. LINK

Quotes from Pinterest’s head of commerce Michael Yamartino: LINK

  • Pinterest is this boundless catalog of ideas. We want all the pins in that catalog to be as rich and useful as possible.
  • We want to make buyable pins available when someone wants to shop, and stay out of the way when someone is not in shopping mode.
  • Search queries are a good signal of what people are looking to do, as are the type of pins they’re pinning on the board. People will start a living room renovation board to put the things from their dream home in, and that tells us that that person is looking to shop.

Jon Steinberg, formally president of BuzzFeed and CEO for North America at Daily Mail, and now founder of Cheddar, a streaming video service of business news, might have my favorite quote of the month: LINK

The collision of the Internet and TV is in full swing. There are now lots of over-the-top services, from Netflix to Amazon to Roku to Verizon, that are on the hunt for exclusive content. That means there’s a big opportunity, now and in the future, to create modern versions of Discovery Networks.

There’s a huge opportunity in creating basically cable television channels, except delivering them over the Internet. There’s a huge market right now to sell content. All these people are building over-the-top platforms but there aren’t a lot of people programming for it. We’re going to see happen in television what happened in newspapers.

Earned media in travel is 🔑. By harnessing user-generated photos, the most authentic, compelling, and affordable brand assets available today on their own websites, hotels and other travel brands can dynamically showcase the overwhelmingly positive experiential and emotional elements that define the travel experience. LINK