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The Daily Brief: 5.12

Hearst is betting on Snapchat Discover pop-up channels. The success of Seventeen Prom means Hearst plans to do more pop-up channels in the coming year across its various magazine brands including Seventeen, Elle and Harper’s Bazaar. Pop-up channels may also get more advertisers to Snapchat — and potentially pay a higher premium. And on a another note, Cosmo and Sweet average 20 million and 15 million unique visitors per month, and both are profitable. LINK

*NEW* With Dynamic Ads coming to Instagram, advertisers can showcase every one of their products automatically with dynamic creative and targeting, so they can show the right product to the right person every time, showing products that you (the buyer) are more likely to buy based on your online activity and interests. So that pair of sunglasses you left in your shopping cart will probably end up in your Instagram feed now. LINK

Take design beyond a physical product and translate it into a business and branding strategy. LINK

Around 40 percent of respondents said they’ve purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine or YouTube. Also, 20 percent of respondents said they shared something they saw from an influencer, while one-third of millennials say they follow a creator on Twitter or Vine. LINK

Amazon has today announced a new platform that lets creatives and video-makers upload their own videos to rent or sell through Amazon Video. AVD program allows creators to make their videos available to own or rent. They can be ad-supported for free access to everyone, or made available as part of the $99 Amazon Prime annual membership, where they can earn royalties based on the number of minutes streamed. LINK

Twitter is setting up an augmented reality (AR) booth backstage tonight at The Voice, which will be shooting live from NBC studios in Universal City, Calif. The celebrity voice coaches—Blake Shelton, Adam Levine, Christina Aguilera and Pharrell Williams—and competing singers will tweet six-second videos of their interactions with animated objects. The effort—which marks the first time Twitter has combined AR and television—will also entail 3D hashtags and custom stickers that can be used on Vine and Twitter. Four emojis can be unlocked with the following hashtags: #teamblake; #teamxtina; #teampharrell; and #teamadam. LINK

Advertisers are bullish on a people-based advertising approach because it solves the problem of knowing exactly who they are reaching across devices, and because of the competitive advantages of higher performance and return on ad spend. It helps advertisers keep pace as their customers journey across time and touch points. 80 percent of consumers worldwide say they will only engage with a brand’s marketing offers if those promotions are based on how they have interacted with the brand previously. LINK

“How do we drive that transaction, how do we make our offer through our ecommerce platform, through our stadium tour business, through our ticketing business more attractive than anything else? We do that through the power of our brand, the power of content and the power of the relationship that actually fans want to have with the club.” Arsenal’s head of marketing, Charles Allen, on driving revenue via social. LINK

A look into Instagram’s Business Page analyticsLINK

The Warriors have pitched last-minute tickets via Facebook ads this season for various games, sometimes against quality opponents like the Chicago Bulls, New Orleans Pelicans and Oklahoma City Thunder. BlitzMetrics data show that sales perk up when Facebook remarketing begins 72 hours before game time, when the Warriors will promote a highlight or showcase a giveaway. Hitting fans with a sales pitch 48 hours before tip-off is the sweet spot for conversionsUsing Facebook’s Custom Audiences, they aim for the most relevant ads possible. If a fan engages with a lot of posts about star forward Draymond Green, they’ll see more ads featuring Green. LINK

The audience of U.S. adults watching original video programs online at least once a month has grown to 63 million from 45 million in 2013 with users describing digital video as more “innovative,” “memorable” and “fun.” LINK

“A brand is essentially a container for a customer’s complete experience with the product or company.” A brand is not something you manage over time. It’s something you deliver in the moment. If the first three waves were brand as object, idea, and experience, the next wave will be brand as relationship. The way to put “brand as relationship” into action is by defining the respective roles and responsibilities of the company and customer. The default brand relationship is provider/consumer. It’s a simple relationship that is one-directional and asymmetrical. The company provides the product or service, and the customer consumes it. LINK