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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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It’s Not a Video Revolution — It’s a TV Evolution

The Advertising Business Needs to Change Its Definition of TV

By Sean Cunningham. Published on April 24, 2015. 0 Reprints Reprints

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The more ways in which people can engage with TV content, the more time and attention they pay to it. Networks have kept pace with technological changes, extending programming across digital formats to let viewers watch wherever, however and whenever they want. And, increasingly, they’re choosing to do that on smartphones and tablets. All the stats on time-shifting and streaming point to a significant consumption surge.

Throughout the advertising community, though, people are mistaking the device athleticism and increased streaming for a revolution. Even the lead story in AdAge earlier last week, “Welcome to the Video Revolution,” made this leap. While the piece sets forth overall numbers showing the primacy of TV attention — 149 hours a month across five screens (TV, desktop, laptop, tablet, smartphone) — and mentions that TV “may be growing [its] viewership on desktop computers and mobile devices,” it still calls a six-hour monthly decline in conventional TV viewing evidence of a revolution.

via It’s Not a Video Revolution — It’s a TV Evolution | DigitalNext – Advertising Age.

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Social media marketing: Good Vs bad (Infographic) | .rising.

 

Here’s a look at social media marketing’s pros and cons through the lens of a sceptical marketer, still unable to decide whether to place their concentration (and funds) on social media.

Infographic from Marketing Profs.

good-and-bad-of-social-media_infographic

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Some great stats, facts and predictions in this deck on Business Insider

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THE FUTURE OF DIGITAL: 2013 [SLIDE DECK]

HENRY BLODGET AND TONY DANOVA NOV. 12, 2013, 10:35 AM 2,312,180 17  Daniel Goodman / Business Insider

We’re at Business Insider’s Ignition event to hear from business leaders and notable folks in the tech space, hearing their thoughts on where the future of digital business is heading.

To kick off today’s events, Business Insider CEO Henry Blodget delivered the following presentation put together with the help of the BI Intelligence team.

BI Intelligence is a new research and analysis service focused on mobile computing and the Internet. Subscribers can download the individual charts and datasets in Excel, along with the PowerPoint and PDF versions of this deck. Please sign up for a free trial here.

Click here to see the future of digital »

via THE FUTURE OF DIGITAL: 2013 – Business Insider.

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Who is Powering the Rise of Online Video?

A confluence of technologies, evolving business models and changing consumer lifestyles are converging to propel the rise of online video and fundamentally transform TV, advertising and content delivery methods. Here are the online video ecosystem segments and companies that are giving rise to this transformation.

– See more at: http://www.skytide.com/list-of-companies-powering-the-rise-of-online-video#sthash.e931R0Te.dpuf

via List of companies powering the rise of online video | Skytide.

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How Facebook Mastered Mobile Ads and Publishers Can TooBy Blurring the Lines Between Desktop and Mobile, Facebook Boosted RevenueBy: Cotton Delo Published: July 26, 201341share this page The rapid rise of Facebooks mobile ad business over the last year might is casting the social network in an unfamiliar new role: a paragon for other publishers to imitate.Facebooks mobile ad business surged last quarter to comprise 41% of its ad revenue, up from virtually nothing the year before. Its a Cinderella story that has prompted even consistently bearish BTIG Researchs Rich Greenfield to upgrade his rating of the companys stock. But is it a tale with a moral for other web properties?If you consider that Facebook built a strong mobile ad business by blurring the line between mobile and desktop inventory when it developed news-feed ads, the answer looks like “yes.””[Facebook is] the first big digital ad player thats really said, you know what, were not going to draw a big artificial line between desktop and mobile from an ad product standpoint,” said Chia Chen, Digitass senior VP-mobile practice lead.The simplest explanation of Facebooks mobile success is that its news feed ads that appear in desktop and mobile streams are delivering results for advertisers — who are accordingly increasing their Facebook budgets — without irritating users to the extent that they stop opening the app to look at friends selfies and engagement photos. And unlike a banner ad, the format is attention-grabbing and offers a creative canvas to marketers.

via How Facebook Mastered Mobile Advertising | Digital – Advertising Age.

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A nice round up of advertising trends and challenges.

Here’s a speed summary of the just-published Financial Times 2013 special report on Digital & Social Media Marketing PDF FT subscribers only.It’s a long report, published in tandem with today’s FT Digital Media conference in London, but we’ve summarised it down to key bullet points for you.  And if that’s too long, here’s the one word summary.Television.From ‘second screen’ TV experiences on tablets that boost TV advertising effectiveness to ‘addressable advertising’ personalised and hyper targeted TV ads delivered digitally and the shrinking of TV ad slots to fit digital attention spans, the FT paints the future of Digital & Social Media Marketing with television, not instead of it.So standing atop the $205bn TV advertising mountain is the smartest place to be in digital and social media marketing right now; this makes sense – the secret to success has always been, and always will be, to stand next to the money.

via Speed Summary: FT 2013 Special Report on Digital and Social Media Marketing | Social Commerce Today.

via Speed Summary: FT 2013 Special Report on Digital and Social Media Marketing | Social Commerce Today.

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