We’ve reached the weekend and there’s a pretty good chance you’re already headed out of town. But before you shut off completely, make sure to check out our top stories from the week – a full list is available at the bottom:
A former global media head of a multinational brand spoke to our UK editor Jess Davies in this week’s Confessions, noting how agencies have evolved into the procurement business, driven by clients prioritizing the road of cheap.
Perhaps on a related note, Shareen Pathak explored how an increasing number of brands are going straight to Instagram stars and social stars on other platforms to make creative, cutting agencies out of the process. “Between high agency markups, creative fees and imaginary fees, brands are saving money by just going direct,” said Delmondo CEO Nick Cicero.
On the video beat, co-executive editor Lucia Moses delved into how food brand Tasty is a template for Buzzfeed’s vertical expansion. Wrote moses: Tasty was followed in October 2015 by Top Knot, a beauty video page with 4.5 million followers; and in September 2016 by Goodful, a wellness page with 15 million followers. One of the most established spinoffs came in March 2016 with DIY page Nifty, which now has 28 million followers of its main page and its own offshoots, including Outdoors and Pets. In the first quarter of this year came Bring Me, for adventurous travelers (1.7 million followers); and bro-y Sweaty (about 1 million followers). Nifty, Goodful, Sweaty and Bring Me were among BuzzFeed’s top 10 Facebook pages in terms of video views. All told, these verticals are the fastest-growing part of BuzzFeed’s business.”
Top stories of the week:
Confessions of an ex-brand global media chief: It’s all one massive arbitrage system
Brands are using influencers like ad agencies
How food brand Tasty is a template for BuzzFeed’s vertical expansion
Snapchat is wooing ad buyers with discount coupons and bonuses
Complex is getting 400,000 views on its daily pop culture YouTube show
‘Its inevitable’: Domino’s hungers for attention and context
Attention-based buying is turning into a legendary tale of patient and nonchalance. So when there’s a glimpse of progress, marketers tend to take notice. Domino’s being one of them.
Why Cars.com is driving away from performance marketing and toward influencers
To boost brand awareness, Cars.com is doubling down on its influencer marketing efforts.
Why Unity Technologies is leaning into AI as economic headwinds pick up
As one of the largest gaming companies listed on New York Stock Exchange, Unity Technologies leaned into AI during its May 10 earnings call, with Unity CEO John S. Ricciatello stressing Unity’s “competitive advantages in and around AI.”
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
Dopamine rush to deeper engagement: short-form video boom fuels brands’ embrace of longer-form content
Audiences craving more are now being treated to captivating longer-form narratives. It’s the addictive nature of those quick hits that has fueled this transformation.
How gamers’ engagement with short-form video is changing
To better understand how modern gamers are engaging with short-form video, Digiday teamed up with Gamesight to pull key points from an exclusive report on gamers’ shifting video consumption preferences.