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Archive: May 2022

Influencer Marketing

Guide to Influencer Content Marketing

Influencer content marketing is partnering with content creators who have their own audience to create content that helps to deliver on your marketing objectives. Influencer marketing is analogous to celebrity endorsements, which pre-internet was a way to capture the loyalty and share of voice of celebrities that aligned with your brand. This analogy also speaks to the challenges, finding the right influencers to work with, how you engage with them but also the ongoing risks that influencer may pose down… Continue reading

Gustaf Stenlund
Gustaf Stenlund
December 5, 2022
Commentary

Advertising claims

Edition #369 Regulators are not giving any leeway when it comes to the third dimension. And content marketing not just a pandemic trend.One big thingLaw firm Fenwick dug into the implications of advertising in the metaverse, “regulators emphasized that ads in the Metaverse must be truthful and not misleading even if the technological medium for delivery of those ads is nascent.”And it turns out, the metaverse literally adds dimensions to potential legal claims. “One unique issue about advertising in the Metaverse is the potential to make three-dimensional claims. A Metaverse application that purports to reflect how a real-life article of clothing would look could be found to make the claim that the article of clothing would fit as shown digitally if worn by the consumer in reality. This is a natural extension of the law as it has currently been applied to claims made in product images.”They also pointed to that disclosures must be made, even if ‘text disclosures’ are not available in that platform. It seems that there is no longer a this is a new place so you’re off the hook. As regulators are getting savvier and faster to deal with these same issues that pop up repeatedly on new platforms.Notable stories this weekContent marketing maintains momentum as pandemic restrictions ease. Why Manscaped is leaning into ads on Tumblr. NBCU leaning into new ad formats to engage viewers. Twitter announces Premium Content Partnerships at 2022 Digital Content NewFronts. And other NewFronts releases from LinkedIn, Meta, Pinterest & YouTube. What are the legal implications of advertising in the metaverse? Is a digital representation held to the same legal standard? Eddy Cue reportedly has bigger plans for Apple’s billion-dollar streaming and ads business. With no third-party accredited measurement, this year’s upfront season is a testing bonanza. Ads may come to Netflix by the end of 2022.Campaign of the WeekAnker with BuzzFeed. You should have a home energy kit - and this is the very first thing you should buy for it.  Continue reading

Ben Young
Ben Young
May 13, 2022
Commentary

Headless chickens

Edition #368 Fortune partners with SalesForce+ in this weeks edition, headless chickens & Roku ARPU.One big thingFor many in sales it feels obvious that when you’re having multiple conversations and the potential partner is really engaged, that you’re more likely to make a sale. Yet when it comes to this sort of engagement or touch points online it doesn’t feel the same. Conceptually people get it but it hasn’t quite clicked for many.RealEyes released a study this week and have identified where the tide is beginning to shift. 65% of participants in their study report that attention is a conversion stage in the sales and customer journey. That is a good sign. Rather than running around like headless chickens, using the signals consumers give us from their behavior is vital to understanding progress.Notable stories this weekTripleLift aims to insert itself into the CTV conversation using native ads. Brand Creator partnerships are prioritizing expertise and diversity over fame. Adland bullish on attention metrics, expects brands to pay. Attention increasingly is recognized as a business outcome in advertising. Twitter says it overcounted its users over the past 3 years. NBCU unveils self-serve programmatic ad manager.Deals/M&AMavrck raises $135m and acquires link in bio company Later. Vice is looking to sell its studio business. Roku & Apollo team up on Starz bid.Campaign of the WeekFortune & SalesForce, the Ecopreneurs. A video series on entrepreneurs focused on saving the planet. Also a lead in for SalesForce+. Continue reading

Ben Young
Ben Young
May 6, 2022