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Brands Fighting New Battles on New Fronts Abraham Maslow said in 1966, “I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail.” Maslow wasn’t predicting the state of agencies 50 years in the future — but his observations about the human tendency to keep using the tools with which we’re most familiar holds true. As traditional advertising agencies and media companies face the changing needs of brands in the social age, many are struggling as they attempt to use the tools of the past. Fullscreen is an outsider –– in both the worlds of […]

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3 ways to break through on the mobile customer journey Mobile matters. More than 65% of smartphone users check their phones within 15 minutes of getting out of bed each day. Almost 90% of millennials keep their mobile device by their side both day and night. So a mobile strategy can no longer be an afterthought for your brand. Mobile “micro-moments”—crucial moments of truth during the customer journey that drive purchase decisions—are key to today’s consumer path to purchase: “I want to know” moments “I want to do” moments “I want to go” moments “I want to buy” moments How can your brand be a hero to customers during all […]

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3 ways to make mobile count on Black Friday The biggest shopping day in the U.S.—Black Friday—has traditionally been known for overnight parking-lot campouts and aggressive in-store crowds. But Black Friday is gradually transitioning to a quieter affair as more consumers choose to spend their holiday budget online. How can your brand take advantage, especially when consumers are doing more and more shopping on mobile devices? Online shopping will likely make up 46% of holiday shopping this year. With mobile purchases increasing 41% last year, it’s more important than ever to make sure your Black Friday marketing strategy includes mobile. Keep these three tips in mind to reach mobile […]

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A new YouTube ad format: sponsored cards Earlier this week, YouTube quietly rolled out a new ad format for creators: sponsored cards. (This new feature may not yet be available to every creator, so if you don’t see it on your YouTube account yet, hang tight.) According to YouTube Help: Sponsored cards display content that may be relevant to your video, such as products featured in the video. Viewers will see a teaser for the card for a few seconds. They can also click the icon in the top right corner of the video to browse the cards. You don’t need to take any action to reap […]

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4 tips for your holiday marketing planning A constant barrage of back-to-school photos on Facebook means autumn is here. If you’re a marketer, your holiday budget has likely been set aside for many months. But trends are lightning fast nowadays, and our social audience behavior’s has changed since then. So keep in mind these four up-to-the-minute tips as you ramp up your holiday marketing planning into the fall and beyond. 1. Think beyond TV In the second quarter of 2015, the 13 largest pay TV providers in the US (which account for about 95% of the market) saw a net loss of 470,855 subscribers—the biggest quarterly drop ever. […]

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Movie trailers on YouTube According to a 2015 Google study, 69% of millennials watch trailers on YouTube to decide which movies to see in theaters. And 81% of moviegoers who watch trailers online do so on YouTube. It goes without saying that YouTube is now front and center in studios’ feature film launch marketing plans. Movie trailers on YouTube 101 Studios tend to use three main trailer formats: Teaser trailer: Typically a shorter trailer that entices viewers with the premise or cast without giving away too much of the plot. Official trailer: A full-length trailer that the studio meticulously launches with a full media […]

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3 automotive brands killing it in social video Automotive brands have traditionally been TV-centric. But recently the automotive industry has started reallocating marketing resources to incorporate influencers and social video. Platform-specific content Consumers don’t want their social video feeds crowded with TV ads (if they even watch TV). Instead, young shoppers want to be entertained: they want to see brands with original and engaging content created with them in mind. Brands can easily fall into the pattern of using their YouTube accounts as mere dumping grounds for existing TV commercials. But unless those TV ads were as hilarious as the BMW’s recent Super Bowl commercial, or as touching […]

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5 right-now trends in influencer marketing The buzz about working with influencers for brand campaigns seems to be everywhere—but how can your brand make the most of it? Check out these five hot trends on how to make the most of a brand collaboration with digital influencers. 1. Visuals rule The world of text-based content has rapidly given way to visuals. Content like videos, emojis, GIFs, infographics, digital stickers, and images is more universally understandable across the globe—and the data prove it.  Tweets that contain images receive 18% more clicks, 89% more favorites and 150% more retweets. And brands that post videos and photos as part of […]

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Branded content spotlight: Lipton #BeMoreTea Perhaps you caught stop-motion king PES collecting a few mussels on the beach recently? Or maybe it was Megan Batoon preparing her favorite summertime dish in her “Summertime TEAse” video? Both of these spots were preludes to a big creator collaboration video that showcased a real-life meet-up of social media stars coming together to enjoy a meal—all made possible by Lipton’s summertime #BeMoreTea campaign. In 2015, brands of all kinds have jumped in to branded content and influencer marketing. Today, let’s take a look at how this recent campaign came together with Lipton, Fullscreen, and several of today’s top social video creators. The […]

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