Vivoom Q3 Newsletter

Vivoom Q3 Newsletter
Hello All,

As a leader in revolutionizing the way people interact with the products they love, we’re seeing the beginning of a paradigm shift across industries that is incredibly exciting. Brands are realizing that consumer engagement - and sales - soar when branded ecosystems facilitate content creation and sharing. Shared content is the new social currency in today’s connected world and, as more and more people make purchasing decisions based on what they see and share on social media, having a cadre of active, passionate (and well orchestrated) brand loyalists will be instrumental to future success.

To that end, we’re continuing to help brands integrate “in-product consumer sharing” into their products and experiences. Building off our past successes, we’ve forged new partnerships that leverage our industry leading technology to create innovative consumer experiences like never before. From inserting user-generated content into live linear broadcast television to debuting budding rockstars alongside their Grammy Award-winning idols online, we’re helping inspire authentic consumer content creation and sharing for some of the best brands in the world. Check out our partnership highlights below to learn more.

There’s so much happening in the industry that’s inspiring us right now, particularly around how to win over the increasingly elusive Millennial crowd. Take a look through the “What We’re Reading” section to catch up on some of the most compelling trends.

We’re beyond proud of our partnerships and work to date. We hope you’re looking forward to what this next quarter has in store for us - I know we are.

Thank you!


Put Yourself on the Cover of Maroon 5’s upcoming album Red Pill Blues!

Vivoom is excited to continue our partnership with the multi-platinum, Grammy Award winning band Maroon 5 for another first-of-its kind consumer sharing experience! Using Vivoom’s technology, fans can grab their phones to reveal their inner rockstar and put themselves on the cover of the band’s upcoming album Red Pill Blues, as the Honorary 8th band member.
Maroon 5 is well known for thinking outside the box when it comes to fan engagement; beginning with our work around the “Cold” music video in February, we've helped the band drive those engagement efforts forward, designing and building offerings that enhance fans' experience with the band and its music through a combination of video content creation and sharing on social.

Thousands of fans jumped at the opportunity to get into the “Cold” video and fans are proving just as eager to be on the cover! Here are some of our favorite rockers:

Mobile World Congress and
Univision Announcement

On stage at Mobile World Congress Americas, our CEO Katherine announced a new partnership with Univision, the leading media company serving Hispanic America. Vivoom will help Univision implement an industry-first innovation that allows broadcasters to insert viewer-generated content into live linear broadcast programs. Once the capability - called “Real-Time In-Broadcast Social Video” - is live, Univision viewers will have the ability to insert their own videos directly into broadcast programming as it airs, including hit television series, music tentpoles, commercials and much more.

In addition to announcing the Univision-Vivoom partnership, Katherine, and Univision’s Senior Vice President, Digital Ad Sales, Matt Kaplan, spoke onstage about the state of consumer engagement and the important role mobile plays in connecting with consumers. Here are some highlights from the discussion:

“Today the expectation from consumers is that they can be an integral part of your story or your product - whether it’s a broadcast television show, a breadth mint or a Grammy award winning band. The expectation is that the experience is a two-way street. Vivoom’s partnership with Univision enables that two-way street to be built.” - Katherine Hays

“Where we’ve been - and you can call it second-screening 1.0 - is about let me interact and engage with the programming; 2.0 is about ‘how can I be part of it and then share it?’” - Matt Kaplan

You can watch the entire presentation below:

Microsoft Accelerator Round 2

This past Summer, Vivoom graduated from the Microsoft Accelerator Program and entered phase II of the program: Microsoft for Startups - Success Management. Vivoom was one of a few companies asked to join this second program that will leverage Microsoft's world-class sales divisions to help Vivoom expand its offerings and reach clients over a multitude of industries.
There’s Something About Breath Mints and Sharing
Wall Street Journal - September 11, 2017
The importance of “sharing” extends well beyond tweets and likes. For makers of breath-freshening mints and gum, there is no such thing as oversharing. From big candy companies to small artisanal confectioners, the makers of mints are tinkering with product design, packaging, and marketing, all to encourage us to share. All that sharing doesn’t just spark sociability. It means more business for Tic Tac and other mint makers. “If you’ve got people sharing, it adds more occasions,” Mr. Midura said. “Before you know it, you pass around that pack and it’s empty.”

How in-store social sharing can bring a little spark back to retail
Mobile Marketer - October 10, 2017
It almost goes without saying that brands thrive when they can connect online engagement with what happens in-store. Carefully crafted in-store experiences that promote seamless social sharing help brands set themselves apart and tell a layered cross-platform story. The trick is offering customers something that's truly unique. No matter the time of year, being authentic and creating in-store experiences that highlight a brand's mission and culture is key.

We Got The Power: How Millennials Are Driving
Consumer-First Experiences

MediaPost - September 20, 2017
When it comes to B2C businesses, millennials are changing the game. They are less likely to maintain blind brand loyalty and much more open to brand experimentation. As a result, brands have to deliver something beyond a good product at a good price to stand out. They have to advance the life of their consumer. No longer is it enough to tout brand attributes. Connections must be made with the consumer on a more fundamental level. Millennials like to support brands that bolster their own sense of purpose – such as charitable giving (Tom’s Shoes), eco-friendly causes (Patagonia) and social change (Dove).

Marketers' Millennial Dilemma
AdAge - August 21, 2017
While it is perhaps a fool's errand to paint an entire generation with the same brush, just over half of millennials, 51%, have no real preference between private-label and national brands, according to a study by Cadent Consulting Group. Beyond packaged goods, the millennial mindset is affecting other industries as well. Younger drivers, many of whom live in urban areas and often don't use cars, are rejecting big-name auto insurers in favor of more value-driven alternatives. Metromile, for example, is winning millennials with an app that helps drivers troubleshoot issues like a check-engine light and, perhaps more important, the ability to pay by the mile instead of by month.
Copyright © 2017 Vivoom, All rights reserved.

Introducing Maroon 5’s Newest Band Member - YOU!


Well, you and any other fan that puts themselves on the cover!! Maroon 5 - with a little help from us - is giving their fans an opportunity to join them on the cover of their latest album, Red Pill Blues.

Joining in is easy. Just grab your phone to visit, record a video of yourself featuring filters hand-picked by Maroon 5 and publish on your social media or messaging platform of choice. Bonus: creators of the band's favorite fan covers will be given 2 free VIP passes to the Maroon5 concert of their choice!!

This isn’t the first time we’ve worked with Maroon 5. To announce their hit single, “Cold,” we powered the experience to put their fans in the song’s official music video. Fans jumped at the opportunity to share the limelight with Maroon 5 and the content with their social networks.

We pride ourselves on working with bands like Maroon 5 and some of the greatest brands in the world to facilitate new and meaningful ways to engage with their audiences. From music videos and album covers to jumbotrons and TV shows - Vivoom wants to get consumers in the action.

To learn more about Vivoom and what we can do, click here.

Vivoom Debuts Industry-First “Real-Time In-Broadcast Social Video” on Stage at Mobile World Congress Americas

September 18, 2017-- SAN FRANCISCO, CA -- Vivoom Chief Executive and mobile advertising pioneer Katherine Hays unveiled an industry-first innovation that allows broadcasters to insert viewer-generated content into linear broadcast programs in real-time on stage at Mobile World Congress Americas. Matt Kaplan, SVP, Digital Ad Sales, at Univision Communications Inc (UCI), the leading media company serving Hispanic America, joined Hays on stage to announce a new partnership with Vivoom that will allow Univision viewers and fans to insert their own videos directly into broadcast programming as it airs, including hit television series, music tentpoles, commercials and much more.

Vivoom Q2 Newsletter

Vivoom Q2 Newsletter

We hope you enjoy this edition of the Vivoom newsletter, where we will profile some of the ways today's biggest brands are incorporating consumer sharing into their product, discuss important issues facing marketers and product leads, and share our company highlights. In-product consumer sharing will soon be part of every product and consumer experience - with audiences not bought, but instead generated authentically by consumers sharing.  

10 Boston-area sales and marketing startups to watch

Thanks to the data-tracking capabilities of smartphones and the web, companies can now gather an incredible amount of information about their customers. That big data explosion has led to a similar boom in technologies that promise to help sales, marketing and advertising teams make sense of all that information.

The Boston area especially — led by companies like HubSpot Inc. and Constant Contact Inc. — has become a hotspot for digital marketing startups. Boston-based CabinetM, a software startup that helps marketers manage their technology, helped the Business Journal put together the attached list of 10 Greater Boston sales and market startups to watch.

Read more at >>

Visual Content Needs a Social Life

For brands seeking attention and engagement, it’s the best of times and the worst of times. Social media offers the opportunity to spread the brand far and wide on the shoulders of enthusiastic fans. But offering the brand up for public collaboration has downside risks: lack of control, inappropriate content, and inability to convert that grass-roots enthusiasm into action.

Vivoom (, a Boston-based startup, is helping marketers get the best of both worlds. The company has built a shared media platform that combines the virality, ease-of-use and fun factor of today’s hottest sharing apps like Instagram and Snapchat, with measurability, control and features that brands can use to turn their fan following into an army of micro-influencers.

Read More at >>

Vivoom Selected to Participate in Microsoft Accelerator Program

Boston-based company is one of 10 startups chosen for the business accelerator

Boston, MA:  Today, mobile advertising company, Vivoom, announced it has been chosen by Microsoft to join its startup accelerator in Seattle.  Only 10 startups were chosen, from a pool of more than 1000 to be part of its fifth class to participate in the 6-month program.  The accelerator works with later stage startups to provide tools, resources, and connections to scale and grow their companies quickly.

Vivoom is pioneering 'Shared Media' advertising, a revolutionary way for consumers to seamlessly share personalized content with peers as part of the brand’s product experience that authentically endorses the brand and improves the product itself.

 Shared Media mobile video is generating the best performing mobile video advertising for those brands. Vivoom CEO, Katherine Hays, founded the company in July 2014 when she recognized two emerging trends: the rapid decline in the effectiveness of simply buying audiences and the explosion of social sharing about product and brand experiences. 

“The desire to share our experiences is not a new one by any means, it is deeply rooted in human nature, but technology has put the tools to do so at scale right at our fingertips,” said Katherine Hays, Vivoom CEO. The company recently announced multi-platinum, Grammy Award-winning band Maroon 5 turned to Vivoom and Shared Media to promote the launch of its latest single “Cold” and deliver fans a more engaging experience as part of the new single.

“Fundamental shifts are happening in advertising, and every major brand I talk with recognizes the need for a Shared Media strategy right now. We believe leading brands will make sharing a core feature enhancement to all of their consumer offerings and the “manufacturing” of addressable, targeted audiences will be a core competency of successful consumer brands in the future” said Hays.  “The Microsoft Accelerator program will help our team scale the business quickly so we can power Shared Media campaigns at scale across many different business segments.”

Microsoft announced the ten Series A companies selected for Batch 5 of its Seattle-based Accelerator earlier this week.

Here's how YOU can get in Maroon 5's new video for #Cold ...

Maroon 5 is testing out some new technology with a company called Vivoom that will allow YOU to “star” in the video for their new song “Cold!”

Article was also published here:

Maroon 5 are Giving Their Fans the Chance to Appear in Their Latest Video

Multi-platinum selling pop rock band Maroon 5 have teamed up with Vivoom, a digital media company, to offer their fans the opportunity to feature alongside the band in their latest single.

Maroon 5 fans can put themselves directly into scenes from the new single Cold, for up to 15 seconds, through the addition of Vivoom’s shared media capabilities into the band’s YouTube, Facebook, Facebook Messenger Chatbot, Twitter and other channels. The fans’ created video content can then be shared across social media.

Read more at >>

You Can Star in Maroon 5's Brand New 'Cold' Video: Here's How, Watch Now

Maroon 5 want you to be the star of their brand-new video for "Cold." And they're using some cutting-edge technology to do it. The band has hooked up with two-year-old Boston company Vivoom, whose Shared Media platform allows fans to insert themselves into the clip for up to 15 seconds.

Read more at >>

Vivoom is one of Built In Boston's 50 Boston startups to watch in 2017

In 2016, Boston’s tech sector flourished, with startups maturing alongside the city’s legacy industries while a steady trickle of venture capital poured into industries like edtech, food-tech, fintech, digital media and healthtech, to name a few.  

But what will 2017 look like? With an eye toward new funding, innovation and top talent, Built In Boston has carefully selected 50 young companies (all less than five years old) that we believe will make a huge impact on tech over the next 12 months.

Read more at >>

What 6 Boston CEOs learned from their first jobs

All CEOs had to start somewhere, and whether they were bussing tables or photographing concerts to pay their rent, there were quite a few lessons to be learned along the way.

We spoke with some of Boston tech's CEOs about their first jobs, what they learned and how these gigs shaped their paths to becoming CEOs.

Katherine Hays, CEO and co-founder

What was your first job? 

My first job was on Wall Street in investment banking and then in Equity Research covering major media companies. I learned that I was passionate about media, but not necessarily banking or equity research.

Read more at >>

Mobile Marketer's Mobile Women to Watch 2017

NEW YORK, Nov. 29 – Mobile Marketer, the world’s leading mobile marketing, media and commerce publication, is pleased to announce the release of the Mobile Women to Watch 2017 list honoring 25 smart executives who are set to make a difference next year in mobile advertising, marketing and media.

The eighth annual list, this roster of Mobile Women to Watch highlights honorees from brands, retailers, agencies, publishers, platforms and market researchers. The 25 women were selected from a multitude of reader submissions as well as Mobile Marketer newsroom nominations.

“A key characteristic of a Mobile Women to Watch honoree is her willingness to push the envelope,” said Mickey Alam Khan, editor in chief of Mobile Marketer,New York.

“Katherine Hays is on course to reshape the discussion on mobile within her organization, understanding the amplifying powers of a medium that has upended business as you know it,” he said. “She joins a highly talented roster of Mobile Women to Watch honorees who are set to make a difference in 2017 in a mobile-driven world.”

See the full list of honorees and bios >>

The Evolution of Media – From Paid Media to Earned Media to Shared Media

Mobile continues to change (and challenge) the landscape of traditional advertising. Since the first newspaper advertisement appeared in 1704, paid media has been a primary way for brands to promote themselves. In fact, global ad spend is expected to hit $579 billion in 2016 (Variety). On the other hand, earned media, where brands reach their audience more organically, through media coverage and influencers sharing content has always been a great way to create awareness too. This combination of paid and earned media have been two anchor points of marketing strategy for decades. However, both models are currently at risk. The rise of ad blockers, bot fraud and simple banner blindness, where consumers naturally ignore ads, all point to a decline in the effectiveness of paid media. 

Earned media is also losing its impact as consumers have increasingly turned to aggregate feeds to obtain their news, scrolling through thousands of headlines, rarely clicking through to read full articles and, at the same time, have become skeptical of influencer promotions. So how can brands create awareness as these two pillars of marketing become less effective? As the mobile-social revolution continues, where every consumers is now a publisher with instant reach to hundreds of their peers, brands are turning to their own audience to create and share content with their brand message included.

This is Shared Media.

Read the full article on LinkedIn >>

Evolution of Media: Paid To Earned To Shared

Mobile continues to change (and challenge) the landscape of traditional advertising. Since the first newspaper advertisement appeared in 1704, “Paid Media,” where an advertiser pays a publisher to access that publisher’s audience, has been a primary way for brands to promote themselves. 

On the other hand, “Earned Media,” where brands reach an audience more organically, through media coverage and influencers sharing content, has been the less expensive means of gaining awareness.

This combination of Paid and Earned Media have been two anchor points of marketing strategy for decades. However, both models are currently under fire.

Read the full article published in MediaPost >>

Facebook’s Latest Blunder and the Elephant in the Living Room

The Wall Street Journal reported last Friday that Facebook has been inflating a key performance metric relating to its mobile video ads.

With all the chatter about how many seconds (or milliseconds) consumers actually watch Facebook video ads, aren’t the experts missing the point? The point is: Regardless of what Facebook reports, these interruptive ad formats simply don’t work. Maybe the problem is not with ad measurement, it is with the ad format itself.

Read the full article published in AdWeek >> 

Facebook Blunder Sets the Stage for Change in Mobile Marketing

The Wall Street Journal reported on Friday that Facebook has been inflating a key performance metric relating to its mobile video ads. With all the chatter about how many seconds (or milliseconds) consumers actually watch Facebook video ads, aren’t the experts missing the point? The point is: regardless of what Facebook reports, these interruptive ad formats simply don’t work. Maybe the problem is not with ad measurement, it is with the ad format itself.

Read the full article on LinkedIn >>