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Why Facebook and Snapchat Are Spinning Off Mobile Incubators Competition heats up for consumer attention on mobile devices By Marty Swant Advertising agencies and tech companies are increasingly getting into the shark tank game. As competition heats up for gaining and retaining consumer attention on mobile devices, a growing number of agencies are betting on--and buying into--startups focused on emerging technology. With more major tech companies, consultancies and PR firms getting into the mix, following the...
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Pokemon Go Is Still Going, With New Content and Big Brand Partnerships Niantic's CEO says he's been careful about integrating advertisers By Christopher Heine It took less than eight weeks last summer for Pokemon Go to attract 500 million users (called "trainers," in the game's parlance), representing a scale that Facebook took six years to achieve. Despite such astonishing growth, many people wondered if the frenzy was simply a digital fad for the ages. But then researcher Sensor Network...
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Will Marketers Buy In to Google Preferred’s New Preroll Offering? For YouTube, less will be more By Janet Stilson Since Google Preferred launched in 2014, it has become the cornerstone of YouTube's pitch to advertisers. Now, Google Preferred is upping the ante with new ways of attracting advertisers, which it will reveal at its NewFront presentation on May 4. In order to grow YouTube, its advertising opportunities actually are getting smaller. In addition to...
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These Mobile Innovators Are Shaping the Future of Advertising 15 cutting-edge leaders in brand marketing, agencies and tech By Christopher Heine The mobile marketing landscape has grown more heavily populated with important players, many of whom quietly operate behind the scenes while some of their more brand-centric industry peers enjoy a greater share of the limelight. Adweek beat the bushes in search of the best and brightest minds behind great mobile campaigns that are transforming the...
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YouTube Kills 30-Second Unskippable Mobile Ads for Shorter and More Interactive Formats Will stop selling in 2018 By Lauren Johnson Longer isn't necessarily better when it comes to mobile video. In a statement on Friday, YouTube said that it's fazing out its 30-second unskippable ads for advertisers this year. Beginning in 2018, brands will not be able to buy the 30-second ad format but can purchase other lengths of unskippable pre-roll ads like 20-second promos...
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>From Snapchat Scrutiny to the Power of Earned Media, Here Are 7 Digital Stats From This Week Canary in the Snapmine? By Christopher Heine We searched the online marketing landscape for data points that grabbed our attention, as we always do at the end of the week. Seven, in particular, stood out this week: 1. Canary in the Snapmine? Snap Inc., the owner of Snapchat, on Thursday revealed via its IPO S-1 filing that it's seeking $14 to $16...
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BuzzFeed Is Exposing Readers to Opposing Viewpoints With ‘Outside Your Bubble’ Initiative Hoping to rebuild trust in the media By Sami Main BuzzFeed News wants to challenge your bubble. Oftentimes, audiences will read a piece of news or content and "the same story will have two or three distinct and siloed conversations taking place around it on social media, where people talk to the like-minded without even being aware of other perspectives on the same reporting," wrote...
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