Growth Hacking TV for D2C TV advertising has played a powerful part in scaling some of the most successful, digitally born, direct-to-consumer (D2C) brands, including Dollar Shave Club, Chewy, Casper and Babbel. But making TV work in this way is hard, and no one has cracked the code – yet. It’s time to growth hack […]
Netflix testing video ads
– Netflix is testing ads for its original content in between TV episodes the streaming service confirmed.
– Netflix referred to the ads as “recommendations” it is testing.
– But Netflix users are not pleased, and took to social media this weekend to criticize the move.
Solid research on content marketing from Mediapost
https://mediapost.com/publications/article/317586/content-marketing-surges-tops-16-billion-worldwi.html In the U.S., consumer content marketing has grown to a more than $7 billion industry.
Work with influencers, read this!
Great Digiday article: https://digiday.com/marketing/influencer-marketing-changed-5-charts/
Decentralization is Crowdsourcing Week’s theme in 2018
From CrowdSourcing Week:
Decentralization is our theme for 2018. The word has rebellious and transformative connotations, stemming from the sometimes turbulent devolvement of historically central-held power over property, wealth and justice to regimes of democratic government, a right to work and workers rights, and equal access to justice. More recently we have seen a grassroots reaction against corporate globalization and centralized politicization in the form of Brexit and a resurgence of nationalist political parties with protectionist policies in many countries. Decentralization is at the heart of the disruption we have seen brought about by new companies utilizing mass, personal connectivity in many business and industry sectors to let us transact directly with each other rather.
The power of influencer content!
Choose wisely: You worked hard to create your brand. Influencer partners should make sense. Their tone, their audience and their channels all should align with your goals.
Communicate clearly: What do you want the influencers to do, and how do you want it done? Instagram post, YouTube video, blog series? Provide your brand guidelines, set timeline expectations and set up regular check-in times. A creative brief can help bring this all together.
Define success metrics: Do you want clicks? Sales attribution? Increased followers? Make sure you know what this campaign should achieve. You can work with the influencers and their agency to structure payment around key performance indicator successes.
Get out of the way: Now that you and your influencers have clarity, let them work their magic. Their authentic voices are their most valuable asset, so give them the freedom to use them. Their followers will disengage if they sense something is phony. As long as you’ve clearly communicated your guidelines, you should be able to trust that they’ll do a great job representing your brand.
Is Crowdsourcing Turning Creative Directors Into Curators?
Not every crowdsourcing company is out to steal your business. “I commend BBDO for trying to do something different,” said CrowdHere CEO Nick Pahade, who has also worked at IPG’s Initiative, “but I have no desire to compete with any agency. Think of us as a marketplace meets an array of content creation tools.”
Leinenkugel, for the second year in a row, is promoting an endeavor called #LeinieFriday, imploring business owners to let their employees off early on Fridays for the next few months. The Chippewa Falls, Wisc.-based brewery said in a press release it wants to “spark a national summer Friday revolution” and hosted more than 1,000 events in bars and restaurants across the country two weeks ago to kick off the campaign.
Prime to invest in content in India
Recent job postings suggest that Amazon India has been quietly working for a while on bringing the on-demand film and TV service in the country. It hired Aparna Purohit, a veteran film producer, as Head of Creative development in January this year. A job description posted on LinkedIn last week seeks a “Head of Business Development” for Amazon Video India. The report adds that the company is currently in talks with local production companies for content.