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Archive for the ‘Acquisition & Conversion’ Category

Fullscreen is definitely on a roll.  A glimpse into a piece of the future of advertising talent acquisition and TV production.

Fullscreen, GroupM Ink Deal to Form Influencer Marketing ProgramAgency’s Clients Get Access to Fullscreen’s Technology, Dedicated TeamBy Tim Peterson. Published on January 05, 2016.

Source: Fullscreen, GroupM Form Influencer Marketing Program, Playa | Digital – Advertising Age

For more brands to put money toward video deals with digital celebrities, or influencers, it needs to become easier for the brands to pick out which influencers to work with. “It’s much harder for brand owners to keep up with the velocity of celebrity and influence than it was before,” said Rob Norman, global chief digital officer at WPP’s media-buying arm GroupM. That’s a problem for companies that operate networks of influencers, but it can also be a selling point, one that digital video network Fullscreen has parlayed into a multiyear deal with GroupM.

Fullscreen and GroupM have created an influencer marketing program called Playa that will coordinate exclusive deals between the agency’s clients and Fullscreen’s global roster of more than 75,000 digital celebrities.

An agency signing a deal with a company that operates a network of digital celebrities, or influencers, isn’t necessarily newsworthy. GroupM already works with Twitter’s influencer marketing firm Niche, andOmnicom signed an eight-figure deal with Disney’s Maker Studios in 2014. And the fact that GroupM’s parent company WPP is an investor in Fullscreen makes the deal less of a surprise. But what really helped the deal come together, according to Mr. Norman, is that GroupM gains access to Fullscreen’s tool that helps brands identify and assess the company’s influencers and their audiences as well as Fullscreen employees that have experience in mediating deals between brands and influencers.

For advertisers, dealing with digital celebrities isn’t the same as traditional stars. For starters, digital celebrities have a higher bar for which brands they’re willing to promote, recognizing that their own reputations are at stake when they back a brand. And large as digital celebrities’ fan bases can be, they can also be pretty niche. A digital star may have millions of subscribers on YouTube and thousands of fans mobbing her at an event like VidCon, the annual Comic-Con-like confab of digital video stars and their fans, then walk into a Starbucks a few blocks away and go unnoticed.

“This really started at VidCon for me,” Mr. Norman said. “Obviously I knew what the scale of the YouTube ecosystem was. But what I didn’t really know was how mandolin-sliced that celebrity has become.”

That niche-at-scale dynamic can make it hard for brands to pick out which digital celebrities they want to work with, especially as more of these so-called influencers crop up across YouTube, Instagram, Vine, Snapchat and elsewhere. But Fullscreen has built tools that catalog these creators and measure the paid and organic reach of the creators’ own videos and the ones they made for brands, with WPP’s Millward Brown and Tubular Labs on board for third-party measurement verification. Now it is opening up those tools to GroupM “so that they on their buying desks can actually look at people and creators in the same way they would look at other media channels,” said Fullscreen CEO George Strompolos.

“It’s systematizing what was previously unsystematizable,” Mr. Norman said. He added, “What they’ve got is an influencer management system that allows you to identify who’s trending up and who’s trending down, what their interests are, what their audiences look like, what the intersection of their channel viewers are with other channel viewers and also about the kinds of work they do with brands.”

Digital video analytics companies like Outrigger Media and ZEFR offer similar tools that examine digital celebrities’ audiences for advertisers and present that information in a dashboard. But thanks to its network of influencers, Fullscreen is able to take things a step further by connecting advertisers with those celebrities and helping to put together the deals.

In the case of Fullscreen’s deal with GroupM, Fullscreen will be setting up a dedicated team of employees that specialize in influencer marketing campaigns to work exclusively with GroupM’s clients. Those employees will spend their time “managing everything from the creative ideation to the contracts to dealing with the personalities involved — whether those are agents, managers, lawyers, parents — to the nuances of maybe a certain creator recently worked with a competitive advertiser or maybe a brand has shown a tendency to reject ad integrations and also respecting and honoring the creative vision that the talent has,” Mr. Strompolos said.

Those employees will be headquartered in New York and also located in London and Los Angeles. They will work primarily out of Fullscreen’s offices but also spend time at GroupM’s digs. That shared-space strategy will be especially easy in Los Angeles where Fullscreen and GroupM have offices in the same building in Playa Vista, the emerging epicenter of the L.A. tech-and-media scene that also inspired the Playa program’s name. In addition to the team of specialists, Fullscreen will offer up its in-house production team to work with the influencers and GroupM’s clients.

The deal may sound as simple as GroupM gets to pick stars from Fullscreen’s stable to appear in one-off videos, but it can go the other way as well. Mr. Strompolos said GroupM’s clients will get first dibs on sponsorship opportunities in one-off videos and original shows that Fullscreen’s creators initially come up with that could include one or more brands.

As part of the deal, GroupM’s clients will receive some exclusive deals on campaign pricing, Mr. Strompolos said, declining to get into specifics about the deal’s financial terms. Mr. Norman said there is “no hard commitment” in how much money from GroupM’s clients that the media-buying group needs to funnel Fullscreen’s way. But if GroupM isn’t able to spark enough deals between its clients and Fullscreen, then some exclusive aspects of the deal will be made available to other agencies and advertisers.

And that’s the looming question: whether Fullscreen’s expertise and the ease of its technology will be able to entice GroupM’s clients, who may be more comfortable spending their money on traditional channels, to see Fullscreen’s creators as the next generation of those channels. Mr. Norman said clients want to do more of these influencer deals, but “if I was Walt DisneyCorporation or NBC, I wouldn’t be quaking in my boots.” At least not yet.

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Great advice in this.   Sales copy need to be written from the customer’s perspective. Easily said but often overlooked.

3 Simple Copywriting Techniques to Get Your Customer ‘Beyond’ the Buy Button

by  AMY HARRISON JUL 21

 

When you write sales copy, it’s easy to get consumed by one thought: make the sale.

But this focus could actually be your copywriting downfall.

While you want to make a sale, your customer wants a transformation.

If you don’t share that vision of transformation when you write, your message could fall flat right when you need it most: at the buy button.

Here’s how to guide your customer through — and beyond — the sale with confidence.

Why focusing on the sale is like hitting a brick in the road

via 3 Simple Copywriting Techniques to Get Your Customer ‘Beyond’ the Buy Button – Copyblogger.

 

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E-commerce stats that should keep you on your toes, even off-season

 

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Did you know that making your web pages one second faster could increase conversions by more than 9%? Or, that a website that loads in more than five seconds has a bounce rate twice that of a website that loads in one second?

These eye-opening statistics recently came from Soasta and DareBoost , who analyzed consumer behavior around website performance. Many companies aren’t aware that 67% of end-users now demand that a page must be completely loaded within 4 seconds, and that 85% of end-users expect an equally fast loading time on a mobile device. Does your site keep up?

In relation to revenue, the highest conversion rate of 2.4% correlates with an average load time of 2.5 seconds. Pages that loaded in 2.5 seconds experienced 9% more conversions than pages that took 3.5 seconds to load, and 26% more conversions than pages that took 4.4 seconds to load.

via E-commerce stats that should keep you on your toes, even off-season | Camilla Ley Valentin | LinkedIn.

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Demystifying Programmatic Marketing and RTB

There is a lot of buzz in the digital advertising industry about “Programmatic Marketing.” Some people describe it as the intersection of big data and technology. Others primarily think of it in the context of Real-Time Bidding (RTB) on display exchanges. I thought I would take a stab at describing Programmatic Marketing and RTB for people who are interested in these topics, but are not very familiar with them.What exactly is Programmatic Marketing, and how does it improve ROI?At a high level, Programmatic Marketing is the practice of implementing an automated set of business rules to efficiently target your most valuable customers and prospects with personalized ads.Each of the bolded phrases in the statement above speaks to the promise of programmatic marketing from an ROI standpoint.

via Demystifying Programmatic Marketing and RTB — Medium.

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Forget mobile-first: solution-first is the only way to succeedPrintPosted 03 December 2012 15:21pm by Patricio Robles

A growing number of companies adopt a mobile-first perspective and investors increasingly encourage entrepreneurs to think about mobile before the web, and its not hard to understand why.  Smart phones penetration in developed nations has jumped significantly over the past several years, mobile internet usage has skyrocketed and there are now literally billions of mobile devices in use around the world.For many companies, that means one thing: if your’e behind the mobile curve, youre probably going to be behind the eight ball sooner than later. Not convinced? One need only look at the usage of mobile this holiday shopping season for evidence that retailers without a mobile strategy are inevitably losing business.But mobile-first in and of itself isnt a strategy, and for all of the impressive mobile statistics that are used as justification of a mobile focus, many businesses still havent yet figured out how to capitalize on the mobile opportunity.

via Forget mobile-first: solution-first is the only way to succeed | Econsultancy.

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I think this is a smart spend of marketing dollars and ups the bar the bar for luxury hotel competitors. �

Ritz-Carlton Embraces Digital

In Global Push, Luxury Hotel Chain Will Pour Millions Into Web, Social Media

By: Natalie Zmuda Published: September 22, 2011

The Ritz-Carlton might be best known for its customer service and old-fashioned, one-on-one human interaction, but the luxury hotel chain is embracing digital in a big way with its new global campaign.

More than half the $10 million budget for “Let Us Stay with You” will be allocated to digital and social media. It marks the first time that digital efforts have accounted for a majority of the marketing budget, but it won’t be the last.

via Ritz-Carlton Embraces Digital | Digital – Advertising Age.

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5 Signs You’re Throwing Leads in the Trash.

 

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