How Meredith's magazines are shifting to video, On the hunt for new revenue, The Guardian offers ad targeting on trending stories, Winners and losers of the Verizon-Yahoo deal, Madewell's 24-day denim campaign includes a Goop denim jumpsuit,
| Sahil Patel ABC News, CNN and The Huffington Post are among the publishers producing VR content at the presidential conventions. HuffPo has six staffers while CNN has two dedicated staffers on-site producing VR content on the go. CNN's branded content unit Courageous has also produced three VR films for election sponsor Norfolk Southern. With VR still nascent, most of the viewing is likely happening on Facebook and YouTube, where the content is published as interactive 360-degree videos. |
| | | Jemma Brackebush Media company Meredith is betting big on Facebook Live. It has produced 26 videos in the past eight months and aims to create between five and 10 a week. It puts a big focus on Martha Stewart content and uses those live videos to generate revenue through integrating products within them. It’s big on experimenting with filming techniques, locations and content. "One dream, silver bullet format for live just doesn't exist yet. We're in the space of what story do we want to tell and how does our audience want it?” said Melinda Lee, GM of Meredith video. |
| | | Jessica Davies Guardian News and Media has been analyzing its reader behaviour in real-time for years, via in-house analytics platform Ophan. Now it wants to benefit from that insight commercially, and is letting advertisers target ads programmatically against surging news stories. Agencies like the product. Robin O’Neill, Group M’s head of online trading, said: "Surging news we haven't been able to harness before, so we welcome that, especially in a quality environment like the Guardian. We’d be supportive of it.” | | | | Lucia Moses Verizon’s deal to buy Yahoo is finally official, so it’s time to take stock of who the winners and losers will be. Verizon gets some user data and a bigger ad portfolio with which to combat Google and Facebook. Tim Armstrong could come out a winner if he can finally turn around the ailing internet company. But lots of Yahoo employees will likely be on the chopping block, as well as some of its ad tech. |
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| | | Hilary Milnes For 24 days, Madewell will release a different denim drop as part of its Denim Every Day campaign. Beyond new brand items, the spree will see new collaborations, limited-edition runs and special perks for social followers. |
| Sharethrough Native hasn't just arrived, it's a blockbuster. It's overtaken display to become the largest category of advertising with projected spend reaching $65 billion over the next three years/ Sharethrough's NATIVE Summit, held last week in San Francisco, brought together publishers, brands, agencies, and social platforms to discuss the present state of native advertising and the future of the format. Here are the five biggest things we learned. |
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