 Shareen Pathak Farrah Bezner, head of new business ventures at Mondelez, has a soft spot for lower-profile, well-loved brands and has made her mark with campaigns for companies including Sour Patch Kids and Trident gum. She makes it her mission to take on small-time brands that have what marketers call "brand equity" but are otherwise neglected and grow them without taking on too many resources of the $23 billion company. |
| | | Jessica Davies BuzzFeed has ambitions global expansion plans, and it has been working hard to establish its presence beyond the U.K. in Germany, France and Spain. Although some viral hits are universal in their appeal, that’s not the case for the bulk of content. BuzzFeed’s head of European growth Luke Lewis, explained to Digiday how it’s been approaching content across the continent. |
| | | Garett Sloane Twitter's Moments moment seems to have passed, as advertisers have lost whatever enthusiasm they once had for the feature. Twitter was asking for $1 million to buy into Moments, but many advertisers said that the section never proved its worth. Advertisers are not comfortable with paying that high a price for questionable return on their investment, they said. "There's no reporting on Moments. Twitter doesn't give any information on the number of impressions or engagement," said one ad agency exec. "I don't know any brands buying it." | | | | Sahil Patel NPR is producing several live Facebook videos per day. It has a team of 12 overseeing the effort, with some working full-time on Facebook Live. Since going "all out" in May, the publisher has confirmed a few key things: have a real reason to go live; there is an appetite for news and explainer videos; video quality is important but viewers are willing to give some slack; and engagement is more important than view counts. |
| Grapeshot Join Digiday and Grapeshot as we talk to Sawyer Studios to dig into what works, what's bunk and what's coming up next for buying audiences. You will learn the roles of the major players in audience buying, from brands and agencies to trade desks and data providers; retargeting 2.0: moving past cyberstalking; key audience identifiers to focus in on the people you're looking for; attribution-from its successes to the challenges we still need to overcome, and much more. Register now to learn how to join us for an audience--buying bootcamp you can't afford to miss. Can't make it? Register anyway and we'll send you the recording afterwards. Sponsor content by Grapeshot. |
| | | Nick Friese Digiday Media is announcing its newest media brand: Tradestreaming, which focuses on the changes technology is bringing to to the finance industry. Tradestreaming, founded by Zack Miller, is now part of the Digiday Media family, joining flagship property Digiday and recently launched fashion vertical Glossy. |
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