Top 10 Branded Videos: LG’s Spot Hits Gold Using Vine Star

Zach King is best known for cranking out six-second Vine videos on behalf of brands like Chrysler, Lacoste and Buick. In his latest work, LG recruited King to create four commercials, culminating in a video that tops this week’s Adweek/VidIQ branded video chart.

While the videos are not as short as King’s typical work, each is 20 seconds long or less and follows the Vine star’s typical style of magic-inspired videos.

One vignette shows King taking a photo of Vermeer’s famous Girl with a Pearl Earring painting. After pulling a physical pearl out of his phone, which then falls into a million different balls on a table. Interestingly, LG’s video was uploaded on Aug. 4 but just now appears to be gaining some traction.

Six of this week’s videos are new, including spots from Google, the NBA and Chanel. In the case of the NBA, it has already proved its digital video chops on Instagram, so it only makes sense that the sports organization is also killing it on YouTube. This week, YouTubers couldn’t get enough of Kobe Bryant giving Stephen Curry a quick tap on the back. Since it was uploaded on Oct. 12, NBA’s clip has been watched 1.86 million times, with more than 1,800 Facebook shares and 860 tweets.

Meanwhile, GoPro and Coca-Cola continue to drive video views for the same clips. This is the third consecutive week GoPro has been on the chart, and Coke’s "Just Dance" spot makes its second appearance.

The VidIQ-powered infographic below plays all of this week’s top videos and lets viewers check out the reach of each clip.

NOTE: Adweek's VideoWatch Chart, powered by VidIQ, reveals the Top 10 Branded Web Videos on YouTube every week. The chart tracks more than just pure views, as VidIQ incorporates sharing data from Facebook, Twitter and YouTube, among other data sources, in an effort to measure true engagement. Every video is also ranked with VidIQ’s proprietary Score, which helps judge the likelihood of a video being promoted in YouTube Related Videos, Search and Recommended Videos.




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Yahoo Finally Reveals How Much Money Tumblr Can Bring In Ads

We finally have a look at Tumblr’s ad sales: $100 million in 2015, according to Yahoo CEO Marissa Mayer, under pressure to show some results from her $1 billion acquisition.

Mayer gave some new insights into her strategy today after announcing third-quarter results, and she gave a defense of her leadership at the company over the past two years. The CEO has faced increased investor criticism as her turnaround efforts struggled to bear fruit.

Mayer had to respond to Wall Street’s concerns that she is spending too much on pet acquisitions like Tumblr and failing to curb expenses. In a call with analysts today, Mayer gave a breakdown of her achievements: “We’ve come really far, really fast,” she said.

She also revealed two core details of Yahoo’s strategy. She said native advertising, the focus of the company in its mobile transition, would be a $250 million business. And the Tumblr forecast of $100 million was the first indication of the blogging platform’s ad business.

“More than 260 of the world’s top brands have a Tumblr presence,” Mayer said.

Still third-quarter results showed some of the same strains that have weighed on the company. The revenue from display ads, $447 million, was down 5 percent year over year.

Yahoo was able to increase overall revenue by 1 percent by squeezing 24 percent more ads into its properties. Meanwhile, ad prices were down 24 percent year over year.

Search, where Yahoo has a deal with Microsoft’s Bing, was a bright spot—price-per-click was up 17 percent leading to a 4 percent rise in revenue.




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KFC Sets Up Shop in Myanmar, One of the Last Frontiers for U.S. Brands

How do you say, “Finger lickin’ good” in Burmese? It may not translate literally, but KFC is hoping its secret fried chicken recipe will bring in customers when it opens shop in Myanmar, one of the last frontiers in Southeast Asia for U.S. brands.

KFC parent company Yum Brands plans to open its first Burmese franchise next year. In fact, very few global brands have a presence in Burma, or Myanmar as it's known, because it is just now emerging from years of military rulers and international sanctions.

KFC’s move into Myanmar is part of its push into 118 countries that produced $13 billion in global sales last year. The BBC reported there are 14,000 KFC restaurants in emerging markets that include India, China and most recently Bolivia. 

It’s a big world out there, and Yum Brands, which also owns Taco Bell and Pizza Hut, opens five restaurants a day.

So, in what other out-of-the-way places have U.S. fast-food brands established a foothold?

  • Pizza Hut planted a flag in the International Space Station with a historic delivery.
  • There’s a Taco Bell in Bangalore, India.
  • TGI Friday's, Jakarta is a thing.
  • Wendy’s opened a shop in Roppongi, Tokyo (with lobster and caviar burgers, no less).
  • Dunkin’ Donuts has an outpost in Denpasar, Bali.
  • Arby’s is in the Arab world, including in Turkey and Qatar.
  • Subway serves Guantanamo Bay, Cuba.
  • McDonald’s serves Big Macs near the Palace of Versailles in France; below the Museum of Communism in Prague; in the middle of the Negev desert in Israel; outside Windsor Castle in the U.K.; and inside a decommissioned DC-3 in New Zealand.




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XoJane Moves to TypePad Creators’ Newest Platform: Will Traffic Follow?

Four years and $50 million later, SAY Media believes its internally-developed content management system (CMS) Tempest is ready for prime time. The company migrated its largest site, xoJane, to the platform earlier this month. And now it's offering the platform for free to partner publications. In return, SAY Media gets the right to sell all unused ad inventory, boosting the reach of its own ad network.

The decision to build a blogging platform from scratch was a natural one for SAY Media, which has roots as a CMS developer that created TypePad and Moveable Type. The online publisher claims the system is fueling growth, including a 162 percent traffic increase for its beauty website xoVain in just a year. 

"I think the challenge of having a digital publication now is how do you have a beautiful experience on desktop and mobile and derive ad revenue?" chief technology officer Dave Lerman said. "That's what we wanted Tempest to be."

The new system lets publishers customize page layouts, social media buttons and commenting systems, and it loads pages quickly, especially on mobile devices. It also features ad units that look similar to editorial content; Siemens is the first partner to use SAY Media's Adaptive units on a Tempest-powered site (ReadWrite—formerly ReadWriteWeb).

"The performance hit all of our objectives,” said Ben Silverberg, former Media Planner at PHD who worked on the account.

After testing the platform on its own sites, Say Media claims LifetimeMoms has grown from 45,000 unique visitors to over 800,000 since it migrated, while Bio has boomed from 8 million to 12 million. It said xoVain grew traffic from 350,000 to 900,000, while ReadWrite rose from 1.1 million to 1.5 million.

But contrary to the others, Fashionista's traffic has dipped significantly since it went on the platform, per independent comScore numbers. (ComScore data was not available for the other sites.) SAY Media said its internal numbers indicate Fashionista is holding steady at 2 million uniques. 

While time will tell if Tempest can turn the flagship property xoJane into an even bigger online player, editor in chief Jane Pratt is hopeful it will, considering the options to promote content on social media.

Pratt added that a little over 10 percent of xoJane's traffic comes through social referrals, and with a viral story, that number can jump to 30 percent. The Tempest layout features a social media bar alongside the story, making it easy for readers to share a post or see how many people are commenting on it, something xoJane's active community is notorious for doing.

"That actually draws in more people who want to go in and read and comment," Pratt pointed out.

XoVain editor in chief Anne-Marie Guarnieri also lauded the commenting features. She said it allowed writers to easily communicate with the community, creating a "non-stop beauty conversation."

Lerman said Tempest is a work in progress and encountered a few hiccups during development. Pratt pointed out that when she posted about xoJane's move to Tempest and asked for feedback (taking advantage of the built-in comment system), the Tempest team read the complaints and made changes in real time.




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