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!”
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.
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.”
To see the full list of honorees and bios click here.
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.
Originally published in MediaPost.
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.
Originally published in AdWeek.
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.
Originally published in AdWeek SocialTimes.
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.
Originally published in Mobile Marketer.
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.
Originally published in Mobile Marketer.
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."
Vivoom, a mobile media company that enables brand‑safe storytelling with consumers at scale, has announced a new user-generated marketing partnership with the Princeton University Office of Communications that will encourage the creation of mobile, consumer-generated and -distributed content with brand filters and custom calls-to-action automatically included in each video shared. This new partnership enables Princeton to reach constituents including current students, alumni, incoming freshmen and even prospects across digital channels. The move coincides with a broader trend in education where universities are trying to engage and activate their audiences on the platform that matters most – mobile. Princeton will use Vivoom as a vehicle to interact with and engage its large and highly passionate audience, with Princeton-branded user-created videos.
Facebook’s ad revenue is skyrocketing. Its company-wide shift to mobile first is paying huge dividends as most connected consumers worldwide are using one or more of Facebook’s apps daily. As a result, brands are now shifting billions of dollars of their ad budgets from other mediums to the social media giant. In Q4 2015 alone, Facebook raked in $5.6 billion in ad revenue—80% of which was from mobile. In that same quarter, they had 1.44 billion monthly active mobile users, 90% of their total subscriber base. Facebook has generated $13 billion in mobile advertising over a four-year period. At the surface, they appear to be on an unstoppable roll.
With the ubiquity of smartphones, consumers have become daily content creators, snapping and sharing photos and videos at astonishing rates. Take YouTube for example: over 500 hours of video are uploaded to the site every minute. Snapchat claims over 10 billion video views daily, Facebook more than 8 billion. And over 80 million new photos are shared on Instagram each day.
2016 is the year of user-generated marketing. The campaign Gatorade ran with Snapchat during this year’s Super Bowl set the stage for a wholesale transformation in mobile marketing. Gatorade partnered with Snapchat to create an animated filter that allowed users to add a virtual Gatorade “shower” to their selfies and share them with friends exclusively on SnapChat’s wildly popular messaging platform. The campaign generated over 165 million views, proving that when brands are able to tap into content not only created—but also distributed—by real people, the potential reach is massive. Many brands are now eager to embrace this new, user-centric model. Others are on the sidelines wondering how they can take advantage of the opportunity while still protecting their brand from inappropriate or simply off-message content.