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.
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.
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 (www.vivoom.co), 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.
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.
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: http://www.cjob.com/syn/73/121210/kwoodbridge-heres-how-you-can-star-in-maroon-5s-new-video-for-cold
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.
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.
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.
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.
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.”
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.
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.
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.
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.
“Shared media” is outperforming traditional digital advertising by 10x.(1) So what exactly is shared media and why is it so successful? In traditional media buying, the advertiser buys audience exposure from a publisher, broadcaster or ad network. The publisher or ad network shows the ad to its audience and is paid by the advertiser according to the number of people reached. With shared media, the advertising brand provides tools to its own loyal audience to create and share branded marketing with their peers, a form of guided word‑of‑mouth marketing.
“Shared media” is outperforming traditional digital advertising by 10 times. So what exactly is shared media, and why is it so successful?
In traditional media buying, the advertiser buys audience exposure from a publisher, broadcaster or ad network. The publisher or ad network shows the ad to its audience and is paid by the advertiser according to the number of people reached.
In a campaign this summer, Best Buy employees were encouraged to create videos showcasing Microsoft Office 2016, upload them to have branding and a call-to-action automatically added and then share the content with friends, resulting in 3.9 percent of recipients clicking to download a coupon.
The program was powered by Vivoom, which helps brands activate existing customers by adding branding elements to user-generated content for a shared media ad format. Based on the success of the effort, Microsoft will repeat the effort the Office in the fall as well as launch Vivoom-enabled campaigns targeting customers of Xbox and Surface.
Mary Meeker's annual Internet Trends report always garners a lot of attention, and the 2016 report is no exception. Her analysis and insights always spark a lot of conversation, as each year she seems to be out in front of the latest trends. This year's report has many interesting themes, but her focus on the state of mobile advertising – and especially user-generated marketing (UGM) – certainly caught our attention. At several points in the report, she seems to be speaking directly about Vivoom and pushing brands towards UGM!
Microsoft and Best Buy are partnering for a campaign to spread promotion of the benefits of Microsoft Office through a user-generated campaign that tries to maintain control and prevent rogue content from being distributed.
The software developer is encouraging users to share videos of how Microsoft Office benefits them in return for a Best Buy gift card. But Microsoft is keeping a tight lid on the UGC campaign through a partnership with Vivoom in an attempt to prevent mishaps such as negative content, something many brands have fallen victim to.
Vivoom, a mobile media company that enables brand-safe storytelling with consumers at scale is announcing a new user-generated marketing alliance with Microsoft that will encourage the creation and distribution of branded, consumer-created content. With Vivoom, Microsoft's audience will be able to easily create and share mobile videos with brand filters and custom calls-to-action added automatically. Also, with Vivoom's platform, Microsoft will have the ability to flag and remove any off-brand or inappropriate content instantly, regardless of where it was shared, and to republish the best content across the company's own marketing and social channels.
Microsoft will be taking the lead on a new trend in user-generated marketing, leapfrogging other tech giants by embracing the medium that is taking the digital world by storm. Brand filters are exploding as a fun and authentic way for consumers to connect with their favorite brands but, until now, have been isolated to specific social networks. With Vivoom, Microsoft can offer this capability to its consumers where they are already spending time, through its apps, its mobile web site and across numerous social channels.
"Microsoft has dozens of compelling applications and platforms, a huge social reach and a massive web audience," saidKatherine Hays, founder and CEO of Vivoom. "Through this relationship with Vivoom, Microsoft will be able to enlist consumers to create and share authentic, brand‑safe videos with friends and followers across any of their social channels. The first campaign will enable the promotion of Microsoft Office with a brand filter automatically added to their videos. Microsoft will retain the rights to the content so it can celebrate and amplify the great videos that are created while using our platform to remove any off-brand content."